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The world of corporate giving programs is often an untapped goldmine of support—support that can do more than just turn a profit. Support that actively invests in communities, education, and social changes. Whether through matching gifts, volunteer programs, or direct grants, companies increasingly support nonprofits and charitable causes. Corporate giving in 2023 increased to $36.55 billion – a 3.0% increase from the previous year.
But beyond the big numbers, what does corporate giving mean for nonprofits and individuals? How can you tap into these resources for your cause? Which companies are in charge of innovative philanthropy programs? Take a guess, or better yet, let’s explore together.
Why corporate philanthropy matters
Let’s tell it for what it is. Businesses are waking up to a fundamental truth: giving back is good for business. Corporate philanthropy is viewed as a tax write-off, but it’s more than that – it’s about building stronger communities, engaging employees, and creating lasting social change.
And the impact doesn’t stop at doing good – the ripple effects benefit businesses, employees, and communities alike. For nonprofits and communities, the benefits are substantial:
- Boosts employee engagement: Employees who participate in workplace philanthropy programs report higher job satisfaction and company loyalty.
- Enhances brand reputation: Consumers are more likely to support brands that actively give back.
- Drive innovation: Many corporate giving programs support research, education, and entrepreneurship, sparking new ideas and industries.
- Strengthens community ties: Investing in local initiatives fosters goodwill and long-term growth.
Read more: The ultimate nonprofit grants guide of 2025 & where to apply.
Types of corporate giving programs
Businesses use various approaches to corporate giving, and understanding these can help you find the right fit for your nonprofit or initiative.
1. Matching gift programs
Some of the biggest companies in the world offer to match their employees’ charitable donations dollar for dollar – sometimes even double or triple the donation!
Companies like HP, with long-standing corporate social responsibility embedded in their culture, promote digital literacy and empowerment.
Johnson & Johnson is a company that focuses on global health and community well-being. Both are shining examples of care in giving and keeping humanity alive, with one offering at a time. With programs like these, giving back isn’t just generous – it’s game-changing!
To learn more about matching gift programs for notable corporations, click here.
2. Volunteer grant programs
Companies provide monetary grants to organizations where employees volunteer their time. These programs reward nonprofit engagement with financial support, creating a win-win scenario.
A great example of this type of giving is Salesforce, a well-known corporate philanthropy that works on a 1:1:1 model – donating 1% of product, 1% of equity, and 1% of employee time to charitable causes. Employees get 7 days of volunteer time off (VTO) each year. As part of this commitment, Salesforce has an extensive volunteer grant program.
By the end of the first quarter of fiscal year 2024, Salesforce’s commitment had resulted in $621 million in grants and an impressive 8.1 million hours of employee volunteer service. If this news doesn’t make your heart giddy, I don’t know what will.
3. Direct corporate grants
Large companies and foundations set aside funds for nonprofit grants focusing on education, economic development, sustainability, and healthcare.
Take Coca-Cola, for example – since its inception, it has awarded over $1.6 billion in grants supporting global initiatives. And in 2023, they took a sharper approach by zooming in on economic empowerment, sustainable water access, a circular economy, climate resilience, and causes close to home. Drink fizz in moderation, but let’s not shy away from appreciating them.
4. Workplace giving programs
The workplace giving program is where employee contributes a portion of their paycheck to charities, with companies often adding incentives or matching contributions.
While they may seem similar, workplace giving programs go beyond matching donations. It also includes payroll deductions, volunteer grants, fundraising drives, and other employer-supported initiatives.
Some organizations even provide additional perks, such as paid volunteer time or donation-matching bonuses, to encourage employee participation.
A company like Bristol-Myers Squibb supports its employees’ passion for giving back through a workplace giving program. Employees can donate directly to their favourite nonprofit organizations from their paycheck, credit card, or stock throughout the year. The company will further amplify the giving from their contributions after the gift verification.
5. In-kind donations
Ever heard of in-kind giving? Like the name suggests, it’s a type of corporate giving that skips the cash and offers more tailored products, services, or specialized expertise.
Take Microsoft, for instance. Along with writing checks, they empower nonprofits through in-kind donations that make a real difference. Think discounted software, technology grants, and cloud services – all designed to help these organizations supercharge their missions.
Curious how it works? Programs like Microsoft Nonprofits and Employee Giving are at the heart of it. They’re built to support charitable organizations and strengthen communities, all through the power of technology.
Top corporate giving programs you can apply for
Based on charitable giving trends and program accessibility, these corporate philanthropy programs offer significant opportunities for nonprofits:
1. Wells Fargo Grants
Wells Fargo’s philanthropic initiatives focus primarily on housing affordability, financial health, and small business growth. They also respond to urgent community needs like disaster relief and social equity. In 2023, they provided $400+ million through their foundation.
Applications: Wells Fargo prioritizes projects with measurable outcomes and community involvement. Organizations should focus applications on specific needs rather than general support.
For guidelines on the Wells Fargo grant, click here.
2. Amazon charitable donations
Amazon retired the Smile program in early 2023 after donating more than $400 million to U.S. charities. Amazon has replaced AmazonSmile with more focused programs. These include charity lists that support housing equity, computer science education, and disaster relief.
Nonprofits can create wishlists of items they need. Donors, including Amazon customers, can buy these items and send them to the organization.
Here is a guide to Amazon’s donation program for you.
3. Walmart foundations
The Walmart Foundation has one of the largest philanthropic arms of any retailer worldwide. Their mission is to create opportunity and strengthen community resilience. The foundation achieves this through local and national grant programs that support everything from food security and disaster relief to workforce development and racial equity.
| Did You Know? |
| CallHub provides text grants to organizations in times of emergencies and crisis. Check our grants page to apply for them. We provide text alert software for disaster relief to reach contacts with urgent updates. |
Last year, Walmart provided more than $1.7 billion in cash and in-kind support to programs that align with its philanthropic priorities.
For program guidelines on how to apply, click here.
4. The Home Depot Foundation
Since 2011, the foundation has worked to improve the homes and lives of U.S. veterans. It also supports disaster response and trains tradespeople. So far, it has invested over $550 million in veteran-related causes.
Just click here, and you will be led to the grant application.
5. Google Ads grant
The Google Ads Grant is a program that supports nonprofit organizations. It offers up to $10,000 monthly in free Google Search ads.
Nonprofits can use this to create simple text ads. These ads appear in Google search results. They help raise awareness, find new donors, and bring in more volunteers.
Start on your nonprofit ad grant here.
Steps to apply for corporate giving opportunities
Applying for corporate giving programs can seem overwhelming, but you can increase your chances of success with the right approach. Remember that strategy, persistence, and attention to detail are some of the top requirements. Let me take you through the “how” now:
1. Research and target alignment
Before applying, thoroughly research the company’s giving priorities and ensure your mission aligns with their focus areas. (just like how I did the research just for you. Wink wink) Review their corporate social responsibility reports and previous grant recipients to understand what they value.
2. Build relationships before applying.
Cold applications rarely succeed in competitive corporate philanthropy programs. Instead, you can:
- attend events and networking opportunities,
- connect with corporate giving officers professionally,
- engage with company employees who can help your cause internally, and
- Leverage board member connections to corporate decision-makers.
3. Craft compelling applications
Your proposal should clearly outline:
- The problem you are addressing
- Your solution and impact
- How the funds will be used
When describing your impact, combine powerful stories with complex data. For example, don’t just say “ help homeless people” – specify, saying “your program provided stable housing for 67% of participants within 5 months”. This helps provide weight to your request.
4. Leverage employee giving software.
Corporate giving requires a coordinated fundraising strategy. Platforms like CallHub can help nonprofits organize fundraising campaigns, send automated donation reminders, and engage corporate sponsors through SMS and voice campaigns.
Read more: How to get funding for a nonprofit in today’s economy.
Building meaningful corporate partnerships
Corporate giving is more than just a nice gesture – it’s a game changer for nonprofits and communities. CallHub exists to give you tools to engage with employees, support nonprofit partners, and drive real impact – all from one platform.
The future of giving is already here. Let CallHub help your generosity turn into an impact. Start with Strategies for Nonprofit Marketing Today and see how you can amplify your efforts.
