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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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The Big Give Christmas Challenge

One donation, twice the impact.

The Big Give runs the UK’s biggest match funding campaign, The Christmas Challenge. For 7 days, it offers supporters of registered UK charities the opportunity to have their donation doubled.

How does the Christmas Challenge Work?

The Christmas Challenge is a match funding campaign where donations to participating UK charities are doubled. The match funds come from two sources – charities secure some of these (pledges) over the summer. These funds are then boosted by funds from a Big Give Champion who contributes to the match fund. This collective pot is used to double donations from online supporters when the campaign is live.

After the campaign in 2018, charities reported:

  • 94% attracted new donors
  • 63% said that current supporters gave more
  • 89% increased their confidence in online fundraising
  • 73% reported an increase in profile having taken part in the campaign
  • 50% said they received a pledge promise from a new supporter

Who is eligible to take part?

You must be a UK-registered charity with a Charity Commission number or tax-exempt status.

Submit Stage 1 Application by 19th July 2019

Complete Stage 2 (Collect your Pledges) by 30th August 2019

Check your eligibility and click here to get started

 

 

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Christmas Fundraising Campaigns

It’s official! People give more to charities at Christmas – CAF research suggests a total amount donated for 2017 of £10.3 billion with the highest month of giving in December.

The urgency of Christmas is an ideal way to connect with your supporters and encourage them to engage in as many ways as possible: volunteering, campaigning, fundraising and attending events, via email and phone. It’s also a great way to reach new supporters, so if you are planning a Christmas campaign, take a look at these practical tips from experienced fundraisers.

You need to be clear about what it is that you want to get from a Christmas campaign. Whether it’s fundraising or recruiting volunteers, getting your message right before you start with campaign mechanics is important. Show why you need support particularly at this time of year. Tell real stories (from last year) about the problems your organisation solved and what difference donations made to people’s lives. Making your Christmas story impactful is crucial – tell your audience what the problem is an how you are fixing it with their help – have a look at how to tell your fundraising story for practical tips and a template.

Now you must decide which channels to use. Websites should be the centre of any fundraising campaign, with the campaign stories (updated weekly) and clear instructions on how to donate and how a donor can make a difference. Post every day on Twitter and Facebook in December and make your tweets and posts count by using actual photos of your beneficiaries or better still – moving images – GIFs or video. Creating video using your phone has never been easier with lots of information on YouTube and the internet on how to do it. We’ve been using a tool called Lumen5 and also Facebook stories to create little videos – if we can do it you can too!

24 days of content for website and social media is daunting but if you write a content plan and use a scheduling tools like Hootsuite or TweetDeck you’ll find sending multiple messages across different channels much easier. Be imaginative with snippets of information, personal stories, New Year plans and resolutions, reflections on the year past and a donation count of how much you have raised so far. Get inspiration from fundraising blogs

For email campaigns, keep the message succinct and poignant; try for 250 words or less. Weekly updates on a shorter message can keep the momentum more effectively than a single lengthy email. Try to personalise if you can to stand out from other Christmas appeals. Email subjects are just as important – avoid the spam filter by not using language like ‘free’, capitalised words or exclamation marks and remember only to send to those who have given permission.

And most importantly, make it easy to give. Bold and hyperlink key phrases and sentences to your website donation button. It’s crucial to have a seamless donation process in place —don’t make your willing donors work hard just to give you money. This process needs to be mobile friendly too, or you’re leaving money on the table.

Finally, keep one thing at the front of your mind: this time of year needs to be all about your donors so remember to tell them how the campaign went and to THANK them for their donations and support.

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