Our recent webinar with Founder & CEO of Common Great, Ariel Glassman explored the powerful relationship between corporate giving, volunteerism, and individual giving—referred to as the "Virtuous Triangle." The discussion highlighted how nonprofits can leverage these connections to create a sustainable cycle of engagement and support. Here are the key takeaways:

The Changing Landscape of Corporate Giving

Corporate volunteering has increased significantly post-pandemic, surpassing pre-pandemic levels. More companies are integrating volunteerism into their corporate giving strategies, making employee engagement a major driver of philanthropy. Employee Resource Groups (ERGs) are also playing a growing role in influencing corporate funding decisions, presenting new opportunities for nonprofits to align their causes with corporate interests. Understanding these shifts is crucial for nonprofits looking to strengthen their relationships with corporate partners and maximize funding opportunities.

The Virtuous Triangle: An Interconnected Approach

Rather than treating corporate giving, individual giving, and volunteerism as separate efforts, nonprofits should recognize how these three components strengthen one another. A volunteer can introduce their employer to a nonprofit, leading to corporate sponsorship, while corporate funding can encourage employees to volunteer, increasing individual donations. Many nonprofits operate with distinct departments handling fundraising, volunteer management, and corporate relations, but breaking down these silos and adopting an integrated approach ensures that all three areas benefit from shared efforts, creating a more sustainable model for engagement and financial support.

Turning Volunteers into Donors and Corporate Advocates

Volunteers are significantly more likely to become individual donors, yet many nonprofits fail to actively solicit donations from them. Instead of assuming that volunteers will naturally transition into donors, organizations should implement targeted outreach strategies that encourage financial contributions. Additionally, many companies offer volunteer time matching programs, such as Microsoft, where nonprofits receive funding based on volunteer hours logged. By identifying common corporate employers among volunteers, nonprofits can develop engagement strategies that tap into workplace giving programs, maximizing financial support while strengthening relationships with both individuals and corporations.

Leveraging Donors for Corporate Engagement

Individual donors can serve as key advocates for corporate funding by introducing nonprofits to decision-makers at their workplaces. Since many companies have matching gift programs, nonprofits should regularly review their donor databases to identify individuals working at companies that offer these benefits and follow up to ensure they take advantage of the opportunity. Personalized outreach can be highly effective in encouraging donors to extend their support beyond financial contributions by involving their employers in volunteer or sponsorship programs. By strategically engaging donors in corporate advocacy efforts, nonprofits can open new doors for funding and partnership opportunities.

Corporate Partnerships as a Gateway to Volunteers and Donors

Corporate sponsors can be a powerful avenue for increasing both volunteer engagement and individual giving. Many companies encourage employees to participate in volunteer activities, and organizations that offer meaningful and mission-aligned engagement opportunities are more likely to receive corporate support. Organizing corporate volunteer events not only strengthens relationships with corporate partners but also introduces nonprofits to a broader audience of potential individual donors. Additionally, corporate partnerships often provide access to matching gift programs, in-kind contributions, and other financial resources, making them an essential component of a well-rounded fundraising strategy.

Practical Steps to Strengthen the Virtuous Triangle

For nonprofits with strong volunteer programs, identifying employer trends among volunteers can help target corporate engagement efforts more effectively. Additionally, launching volunteer giving appeals and promoting corporate match programs can increase financial contributions from this dedicated group. For organizations with a strong donor base, inviting existing donors to become volunteers can deepen their connection to the mission, while conducting periodic reviews of donor databases ensures that corporate matching opportunities are not overlooked. Meanwhile, nonprofits that already have strong corporate relationships should consider organizing corporate volunteer events and focus on expressing their gratitude to these corporations to foster deeper engagement and attract new individual donors and volunteers.

Conclusion

The "Virtuous Triangle" approach presents a powerful strategy for nonprofits to maximize their fundraising, volunteer engagement, and corporate partnerships. By intentionally connecting these elements, nonprofits can create a self-sustaining cycle of support that leads to long-term success. If your nonprofit is not yet fully leveraging these connections, now is the time to integrate volunteerism, corporate giving, and individual donations into a unified strategy. Strengthening these links will allow organizations to build lasting relationships with supporters, increase financial resources, and expand their overall impact.