Corporate philanthropy remains a relatively small portion of overall charitable giving, but it is growing. According to GivingUSA, corporate giving accounted for just 7% of total donations in 2023. However, it has experienced a 14.3% growth rate over the past five years, more than double the overall giving growth rate of 5.3%.
As more companies adopt employee-driven giving programs, nonprofits have an opportunity to tap into this expanding sector. Double the Donation reports that small and mid-sized businesses are increasingly engaging in philanthropy, with many implementing matching gift programs and other initiatives that encourage employee participation.
How to Strengthen Corporate Donor Relationships
Since corporate giving is often tied to employees who already have a connection with nonprofit organizations, fundraising strategies that work for individual donors can also be effective for corporate partnerships. Here’s how your nonprofit can build stronger relationships with corporate donors:
1. Promote Employee Matching Gift Programs: Encourage your donors to maximize their impact by taking advantage of corporate matching gifts. Make it easy for them by:
- Including corporate match information on your website, donation pages, and pledge forms.
- Featuring donors who use their company’s matching programs in your newsletters, social media, and donor spotlights.
- Proactively educating supporters about their employers’ giving programs.
2. Acknowledge Matching Gifts to Both Employees and Companies: Recognizing corporate donations strengthens relationships and encourages future giving. When an employee donates and their company matches, be sure to:
- Send thank-you messages to both the employee and the company.
- Highlight the impact of their support in donor communications.
Related Reading: Fundraising Forward: Trends and Strategies for 2025
3. Track Employer Data in Your CRM: Knowing where your donors and volunteers work can help identify potential corporate partners. To leverage this information:
- Assign someone on your team as a matching gift specialist to track corporate giving opportunities.
- Ensure all necessary forms are submitted and acknowledged properly.
- Use employer data to proactively reach out to potential corporate sponsors.
4. Leverage Employee Engagement Opportunities: Corporate social responsibility (CSR) initiatives often include volunteer programs, and many companies encourage employees to support causes they care about. Your nonprofit can:
- Offer volunteer opportunities that align with corporate CSR goals.
- Highlight how volunteering benefits both employees and the nonprofit.
- Strengthen relationships by incorporating education, team building, and PR benefits into corporate partnerships.
5. Use Sponsorships as a Gateway to Long-Term Support: Corporate sponsorships provide an entry point for businesses to engage with your nonprofit. To maximize sponsorship opportunities:
- Clearly outline the benefits businesses receive from sponsoring events.
- Offer use of your facility for corporate events.
- Provide public recognition to boost corporate visibility and reinforce their commitment to philanthropy.
6. Invite Corporate Representatives to Join Your Board: When business leaders serve on your board, they develop a deeper commitment to your cause. Many companies also prioritize grant funding for organizations with which their employees are actively engaged.
Expanding Corporate Giving for Long-Term Impact
While corporate giving won’t replace the significant role of individual donations, it is an essential part of building a diverse and sustainable funding strategy. Strengthening relationships with individual donors, companies, and foundations will ensure long-term success and create new opportunities for growth.
By implementing strategic corporate engagement initiatives, nonprofits can leverage the increasing trend of corporate philanthropy and create meaningful partnerships that benefit both businesses and the communities they serve.
How Are You Growing Your Corporate Giving in 2025?
Join the conversation and position your nonprofit for long-term success. Reach out to Maureen Mahoney Hill, CFRE, at Maureen@AdvancementAdvisorsGroup.com to explore how your organization can strengthen corporate partnerships, maximize matching gifts, and expand fundraising opportunities.
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Maureen Mahoney Hill, CFRE, is the founder and principal of Advancement Advisors, a consulting firm dedicated to helping nonprofits strengthen their fundraising efforts.