Christmas charity campaign

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Match Funding and In-Kind Funding

Match funding is a straightforward concept. It involves a funder agreeing to match, or partially match an amount of funding already pledged to a charity project. It’s an attractive option for funders because it gives assurance of the nonprofit applicant’s capacity to raise adequate funds.

There are two types of match funding: “actual” and “in-kind”.

Actual match funding is hard cash.

In-kind match funding is non-cash funding of free goods or services, such as volunteer hours, that can be given a value and be included in the project budget. If you have a shortfall to reach the neccessary match funding amount and you can offset some of your project costs with volunteer contributions this could be an option.

If your funder will accept in-kind match funding, you can claim the value of volunteer hours providing you outline how you will keep accurate records and provide evidence of the costs and include in the breakdown of expenditure on the application form.

Your funder may have their own rules of how to measure the economic value of volunteer hours and services. If not, make your own calculation by multiplying the total volunteer hours by an hourly wage rate, either using the national minimum wage or median hourly wage. The minimum wage probably underestimates the value, while the median wage may overestimate it. Calculate both and decide on a reasonable figure between the two.

Create a plan showing volunteer activities e.g. role description, hourly rate and work schedule detailing timescales and volunteer hours. Use your volunteer cost and plan to make an accurate and realistic in-kind contribution for your applications.

Often for larger capital projects, funders will only grant funding when other applications have been successful and the project looks likely to reach completion. Using goods and services in-kind contributions will reduce the project balance and make the finish line seem more achievable and therefore more attractive to other funders. In-kind contribution/match funding also shows your commitment to the project by documenting community and volunteer involvement and and your ability and potential for hard work to make the project a reality.

Even if match funding is not a requirement, document pledged volunteer hours and free products and services and include them in your application – every little helps!

https://www.institute-of-fundraising.org.uk/library/fundraising-focus-match-funding/

https://funraise.org/blog/all-your-nonprofit-needs-to-know-in-kind-donations/

 

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Your Christmas Donor Journey

We know that December is the biggest month of the whole year for donations. 30% of annual giving occurs in December and 10% of annual giving occurs on the last 3 days of the year. Hopefully your campaign will be ready for the 1st which is now only a month away – no pressure!

Since 54% of donors prefer to donate online, your Christmas campaign planning should include work on your website and smoothing your donor journey.

Your website

When was the last time your website was updated? A Christmas campaign will bring new and old visitors and your site must look fresh and current so that new visitors are engaged and old friends are reading something new.

Hopefully you understand the importance of storytelling for your organisation. It’s kind of the defining element of your online work. The most basic and usually most effective approach is the story of one individual and how your organisation helped them. Make your site all about human stories – especially at Christmas – it’s a great time to tug heartstrings and gives urgency to your fundraising.

Smooth your donor journey

Let’s hope all your planning has been rewarded with lots of people visiting the donation page on your website. How easy is it for them to make a donation? Have you tested it? What about donating using mobile or tablet? These are really important considerations since 24% of all online donations in 2018 were made using a mobile device.

Make it easy. Don’t distract visitors from the action of donating. Reduce the number of steps involved, the less clicks, the less chance your donor will bounce. Make your donation page only about donating and the key information needed to complete the transaction. Remove any other calls to action like newsletter sign-up forms or volunteering information and ask for as little personal information as possible with the minimum number of fields to complete.

Check the speed of your website – slow speeds kill conversions. 47% of visitors expect websites to load in two seconds or less — and 40% will abandon a page that takes three or more seconds. This means that if your site takes more than three seconds to load, you lose almost half of your visitors before they even arrive on your site.

In November, December and January there’s typically a 19% increase in online donations compared to other quarters of the year so make the most of your end of year fundraising by getting ready and getting it right!

Some reading for inspiration:

https://www.lightful.com/blog/social-media/charity-christmas-campaigns-2018/

https://www.charitydigitalnews.co.uk/2018/10/24/7-tips-for-planning-your-charity-christmas-email-campaigns/

https://www.charitydigitalnews.co.uk/2019/10/28/christmas-in-october-the-most-memorable-charity-christmas-campaigns/

https://my.virginmoney.com/wp-content/uploads/2017/10/Knowledge-Takeaway-12-days-of-social-v0.3.pdf

 

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