Nonprofit managers constantly ask themselves how to expand their donor base on an ongoing basis, without relying solely on one-time campaigns or large donors. One of the most effective and simple tools to achieve this is joining the “Round-Up for Good” initiative.
What is “Round-Up for Good” and Why Is It So Important for Nonprofits?
“Round-Up for Good” is a social initiative that allows every Israeli citizen to round up the amount of their credit card purchase to the nearest shekel and donate the extra agorot (small change) to a nonprofit of their choice. These are tiny amounts – but when tens or hundreds of thousands of people donate this way consistently, it can become a significant and steady income stream for a nonprofit.
Key Benefits for Nonprofits:
- Stable and Predictable Income: Each new donor becomes a long-term, steady source of funding, enabling better financial planning.
- Access to New Audiences: It’s easy to engage the broader public – including people who don’t see themselves as traditional donors – thanks to the minimal donation amount.
- Minimal Effort from the Donor: Joining is easy, done online, and requires no repeated action.
- Leveraging Mass Philanthropy: Combining small amounts from many donors creates real power – one shekel per day from 10,000 people equals over 3.5 million shekels a year.
- Transparent and Regulated Mechanism: All donations are reported, tax-deductible, and processed through a secure and recognized system.
Nonprofits that run a strategic recruitment campaign for “Round-Up for Good” see a significant increase in revenue in a short time – provided they invest in proper planning.
The Digital Arena – The Core of Expanding the Round-Up Circle
Joining “Round-Up for Good” is done through a website – either of the nonprofit or the initiative itself – which is why a nonprofit’s digital presence is the central arena of influence. Every message, post, or event is an opportunity to prompt action.
It is vital to build a regular content routine around Round-Up for Good that helps supporters understand: A donation of just 3.5 shekels per month can be worth hundreds of thousands of shekels per year for the organization. This is not a gimmick – it’s a culture.
Ideas to Strengthen Digital Impact:
- Dedicated website page with a short video, personal testimonials, and data on real-world impact.
- Website pop-up for returning visitors with a direct call to action: “Have you rounded up for us yet?”
- Email signatures for all staff and leadership, with a direct join link.
- Permanent social media links – including on LinkedIn, Instagram, and Facebook.
- Recurring Stories with polls like “Who’s ready to round up?” and live donation stats.
- Personal thank-you video from the CEO or program participant as part of campaigns or events.
A Cultural Shift – Make Round-Up for Good Part of Your DNA
To maximize impact, “Round-Up for Good” should become an internal norm within the organization:
Internal Initiatives:
- Round-Up explanation as part of onboarding for new employees and volunteers.
- Staff tags or ID cards with the slogan: “I round up for [organization name].”
- Internal honor board: employees or volunteers who recruit the most new joiners.
- Personal thank-you calls to major donors that also include a Round-Up pitch.
- Special recognition event for long-term rounders – to deepen engagement and appreciation.
Community Engagement – Turning Supporters into Ambassadors
- Family challenge: “Is everyone in your household rounding up?”
- Round-Up Week in the community – in partnership with schools, community centers, and local groups.
- Physical QR codes in community centers, local shops, and cafés.
- Outreach through youth leaders, teachers, coaches, and other group facilitators.
How to Launch a Campaign to Expand Your Donor Base:
Digital Activities:
- Update the donation page so Round-Up is the leading option.
- Include custom banners at the top and bottom of web pages.
- Feature a personal story in your newsletter encouraging Round-Up registration.
- Digital ambassador campaign – dozens of people sharing Stories with the Round-Up link.
- Pro-bono or partner-sponsored ads to expand visibility.
- Google search ad campaign aimed at acquiring new joiners.
- Personalized mailings to past donors with data on cumulative impact.
- Ongoing social media content – posts, reels, live events with partners.
On-Site and Event-Based Activities:
- Branding at all branches – roll-ups, stickers, and signs with QR codes.
- Incorporate Round-Up into forms at registration points.
- Small gifts at events – for Round-Up members only (hat, badge, sticker).
- Automatic thank-you emails to all event participants, including a Round-Up link.
- Organizational activity summaries that include a link to Round-Up.
- Exclusive events – free entry for Round-Up members only.
Collaborations with Businesses:
- Registration forms at employee events of local companies.
- Joint newsletters with a link to Round-Up.
- QR postcards at gyms, cafés, and healthcare institutions.
- Digital game with small prizes – for those who join Round-Up.
Phone Outreach:
- Dedicated volunteer call center making calls to encourage sign-ups.
- Share a short, emotional message highlighting the major impact of a small donation.
Staff and Volunteer Engagement:
- Internal recruitment competition with a leaderboard – who brings in the most Round-Up joiners.
- Recognition certificates or badges for those who recruit 5, 10, or 50 new participants.
In conclusion, “Round-Up for Good” is not just another donation channel – it’s a strategic approach to building a broad, engaged, and consistent supporter base. Any nonprofit in Israel can – in a short time – launch a combined digital, on-site, and community campaign, turning thousands of casual supporters into long-term partners with just one shekel a day, and build a stable financial foundation for the long run.
Now is the time to round up – in a big way.
