Revamping Your Matching Gift Program: A Guide to Enhancing Employee Engagement

Revamping Your Matching Gift Program: A Guide to Enhancing Employee Engagement

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In today’s workplace, employee expectations have shifted. People want more than just a paycheck. They want to know their employer is doing good and making different. This shift means that corporate social responsibility (CSR) is no longer a side initiative but a core part of a company’s offering. One key way to demonstrate your commitment to CSR while also increasing employee engagement? Investing into your matching gift program.

Companies that offer matches not only double the impact of their employees’ donations, but also see measurable gains in morale, loyalty, and public perception. This guide explores how thoughtful design and smart technology can help businesses maximize both participation and outcomes.

In this article, we’ll cover:

Understanding Matching Gifts and Engagement

Matching gifts are employer-sponsored programs that match charitable contributions made by employees to eligible nonprofit organizations. 65% of companies offer these programs as open-choice programs, giving employees the freedom to give back to any mission that’s meaningful to them.

These programs, especially when they’re offered as open-choice programs, influence employee engagement in meaningful ways. Research consistently shows that when employees see their companies supporting the causes they care about, they feel more connected, appreciated, and motivated. That emotional connection often results in greater job satisfaction, stronger retention, and higher productivity.

In short, these programs make employees feel valued and excited to work for a company that wants to do good.

Why Matching Gifts Matter for Business

Beyond just those philanthropic and employee engagement outcomes, matching gifts can create even more strategic business value. For examples, companies with strong matching gift programs have seen benefits in:

  • Attracting and retaining talent: Talented workers (especially Millennials and Gen Zers) increasingly prioritize employers that support social causes. Matching gifts are a tangible way to demonstrate that support.

  • Deepening employee loyalty: Participation in giving programs helps employees feel aligned with a company’s mission and values. That means they’re going to be stickier employees who are less likely to job surf and look for new opportunities.

  • Enhancing CSR impact: Matching gifts drive measurable social good while also enabling better reporting and tracking of corporate contributions. The impact of these programs is definable and measurable.

  • Boosting brand reputation: Companies seen as generous, modern, and value-aligned enjoy stronger stakeholder trust and media attention. With a matching gift program strengthening the company culture and showing their commitment to giving back, it’s no wonder that companies with programs in place benefit from positive brand associations.

The impact is not just theoretical. Companies with robust giving programs often rank higher in employee satisfaction and are more likely to be featured on “best places to work” lists.

What Holds Participation Back

Despite the appeal of matching gifts, participation rates tend to only hover around 10 percent. The reasons vary, but most boil down to three issues:

  • Lack of awareness. Many employees are unaware their employer offers a matching gift program. If employees aren’t reminded that the program exists regularly, it can be easy for them to overlook this as one of their key benefits.

  • Complicated processes. Submitting a matching gift request often involves finding the right portal, logging in, entering donation details, and uploading receipts. If your company doesn’t make it accessible and easy for employees to complete the matching gift request process, this can lead to drop-off and lower program usage.

  • Poor timing. The delay between making a donation and being reminded to submit a match request can lead to drop-off. Many employees never follow through because the gift is no longer top-of-mind by the time they’re made aware that the program exists and educated on the submission process.

The reality is that even the most generous program won’t perform well if it’s difficult to use. This is where smarter design and user-focused technology come into play.

Designing Better Programs

A high-impact matching gift program starts with simplicity. Employers should approach design from the employee’s point of view, making it simple for them to understand that the program exists and what it looks like to request a match.

Key strategies to achieve this include:

  • Clear communication: Promote the program regularly via email, onboarding packets, intranet banners, and internal events.

  • Defined eligibility: Make it easy to understand which donations qualify and how to participate. Explain match ratios, maximum match amounts, minimum match amounts, which employee groups are eligible, and more.

  • Responsive support: Provide an easy way for employees to get help if they hit a roadblock. It should be clear which department they should reach out to at your business should they have any questions on getting involved.

Companies may also consider incorporating matching gifts into broader employee engagement efforts, such as volunteer grants, giving campaigns, or social recognition events. These programs work best when they’re not treated as separate offerings or isolated offerings. Instead, offer a variety of employee giving programs.

The Case for Auto-submission Technology

Auto-submission is a game-changer in corporate philanthropy. It allows employees to submit their matching gift requests directly from a nonprofit’s website, eliminating the need to visit a separate portal or complete manual forms.

Why Auto-submission Improves Participation:

  • Convenience. When the request process is part of the donation experience, there is no follow-up needed.

  • Speed. Requests are filed immediately, increasing the chance of approval and reducing administrative lag.

  • Accuracy. With fewer manual steps, there is less chance of user error or incomplete submissions.

  • Engagement. Employees are more likely to participate in a system that feels modern and responsive.

From a corporate operations standpoint, auto-submission reduces friction on both sides. It minimizes internal support needs, improves data collection, and supports better reporting.

Platforms like Double the Donation offer this technology to nonprofits, and companies can partner with them to activate this functionality for employees.

The result is a more efficient, employee-centric giving program that meets expectations without creating new burdens.

Becoming a Certified Leader in Matching Automation

Some companies are taking their commitment to streamlined giving a step further by pursuing recognition as a Certified Leader in Matching Automation.

This distinction recognizes businesses that enable auto-submission and demonstrate a commitment to employee-driven philanthropy. By obtaining this certification, you can signal to employees, applicants, and customers that your company takes giving seriously and is committed to reducing barriers to impact.

Companies with this certification stand out not only for their generosity but for the systems they put in place to make generosity scalable.

Tracking Success and Improving Over Time

Just like any other business initiative, successful matching gift programs are grounded in data.

Metrics to Monitor:

  • Participation rate: What percentage of eligible employees are submitting match requests?

  • Average match amount: Are employees giving at levels aligned with company expectations?

  • Time to submission: Are requests coming in promptly, or is there a drop-off after donation?

  • Support requests: How often do employees need help with the submission process?

These insights allow CSR leaders to adjust messaging, clarify eligibility, simplify touchpoints, and identify opportunities for further automation.

Moreover, data can support better storytelling in annual impact reports, recruitment materials, and investor updates. It helps quantify not just what the company gave, but how it enabled employee-led impact.

Conclusion: Matching Purpose with Performance

Matching gift programs are more than a perk you can offer employees. They are a strategic investment in culture, retention, and social impact. Companies that make participation easy, integrate technology like auto-submission, and seek out best practices create a workplace where employees feel valued and motivated to give back.

If your organization is ready to see major employee engagement benefits, refining your matching gift approach is one of the most effective and scalable ways to do it.

Donation Match Best Practices: How Nonprofits Can Maximize Matching Gifts

Donation Match Best Practices: How Nonprofits Can Maximize Matching Gifts

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Matching gifts are one of the most powerful ways nonprofits can maximize their fundraising efforts, but many organizations overlook the full potential of matching donations. By strategically integrating marketing tactics, collecting employment data, and leveraging technology, you can significantly boost your matching gift revenue. In this post, we’ll explore practical, advanced strategies for nonprofits to implement that will help maximize their matching gift opportunities and increase overall donations.

To help you navigate through these strategies, here’s a quick guide to what we’ll cover:

Each of these sections dives into actionable strategies, real-world examples, and tools to help your nonprofit make the most of matching gift opportunities. Whether you’re just getting started or looking to improve an existing program, these insights will guide you toward success.

1. Understanding the Basics of Matching Gifts

Before diving into advanced strategies, it’s important to understand the basics of matching gifts. These are donations made by employers to match the charitable contributions of their employees. Most companies match donations at a 1:1 ratio, meaning that for every one dollar an employee donates to your cause, they’ll also donate a dollar. However, other companies, like Chicago Community Trust offer a 3:1 match, making the impact of your donations go even further!

Some companies also set annual per-employee caps that can be quite generous. For example, many Fortune 500 companies will match donations up to $5,000 or even $10,000 per employee per year. This means a single donor’s gift could generate tens of thousands of dollars for your nonprofit when combined with employer contributions.

For many nonprofits, matching gifts can significantly increase revenue, but the key is in knowing how to leverage them effectively. Understanding the basics helps you communicate more clearly with your donors, giving them the confidence to take the extra step of submitting a matching request.

2. Marketing Matching Gifts on Your Website

An often underutilized strategy is marketing matching gifts on your website. Having prominent, easy-to-find information on your website about matching gift opportunities can increase awareness among your donors. Integrating matching gift details on donation pages, thank-you pages, and confirmation emails can encourage more donors to take advantage of matching programs.

Save the Children’s matching gift page is a stellar example of making matching gifts easy to understand and accessible to supporters!

Your nonprofit’s website is often the first and last stop in a donor’s giving journey. If matching gift information is buried or absent, you’re leaving money on the table. Consider:

  • Creating a dedicated matching gifts landing page with FAQs, eligibility guidelines, and clear instructions.

  • Embedding a searchable employer database directly on your donation page so donors can instantly see if their company participates.

  • Adding visuals like charts or infographics to show the impact of matching gifts (e.g., $100 donor gift + $100 employer match = $200 for your mission).

Make sure your donation forms are optimized for matching gift information, and include a call to action such as, “Find out if your company offers matching gifts!” Link to resources and instructions on how donors can submit their matching gift requests. This approach makes it easy for your supporters to take action, thereby increasing the chances of receiving matching donations. If you’re not sure what design or calls to action you’d like to use, you can do some to find the approach that resonates best with your audience.

3. Collecting Employment Data for Better Matching Gift Outreach

One of the most powerful strategies to maximize matching gifts is to collect and utilize employment data. By knowing where your donors work, you can identify matching gift opportunities before your donors do. This allows you to proactively pursue matching gifts, sending donors the right information at the right time to encourage them to request a match for their donation.

Consider adding a question about employment data to your donation forms. This can be as simple as asking for the name of the company the donor works for. From there, you can look up matching gift policies for their employer and follow up with targeted emails or direct communication, helping donors take full advantage of matching gift opportunities.

Beyond donation forms, consider these other ways to collect employment data:

  • Volunteer or event registrations: Add an optional employment field to gala tickets, volunteer sign-ups, or walk-a-thon registrations.

  • Surveys and stewardship forms: Include a short employment question in post-event surveys.

  • LinkedIn research: For major donors, your team can research their publicly listed employer information to spot potential matching opportunities.

The key is not just collecting the data but also maintaining it in a centralized system so it can be used for targeted campaigns.

4. Identifying Matching Gift Opportunities

While collecting employment data is essential, it’s not enough to simply ask for it. Nonprofits should actively use this information to identify matching gift opportunities. Here’s how:

  • Understand which companies offer matching gifts: Start by researching companies in your area that offer matching gift programs. Since many of your donors may be local to your area, this is a great way to target your research. You may also look at lists of companies that match donations, or use a matching gift database like Double the Donation’s to further streamline your efforts.

  • Monitor participation rates: Reach out to donors who you know are eligible but haven’t yet requested a match. It’s possible they simply didn’t know their company offers a matching gift program, or they might just need a simple nudge to get involved!

  • Kick off one-off matches: You might even be able to partner with a company to offer a one-off matching gift opportunity where they exclusively match donations to your organization. This can help you not only identify existing matching gift opportunities, but expand into new ones as well!

The goal is to make matching gifts a proactive, not reactive, part of your fundraising efforts. Many organizations fail to capture available matches because they wait for donors to initiate the process. A proactive stance ensures fewer missed opportunities.

5. Effective Matching Gift Campaigns: Examples and Best Practices

When planning a matching gift campaign, it’s essential to get creative and proactive. Here are a few successful strategies that nonprofits can apply:

  • Segment your donor list: Identify your highest potential match-eligible donors, such as those with large donations or those from companies that match gifts at a higher rate, like Chicago Community Trust that we highlighted before. Prioritize your communication to these segments, and reach out with personalized messages.

  • Set a clear matching goal: Let your donors know the specific matching goal for your campaign, whether it’s a dollar amount or a number of matching gifts. This can create a sense of urgency and encourage more donations.

  • Celebrate matches: Celebrate each time a donor’s gift is matched. Not only does this show progress towards your goal, but it also encourages others to follow suit.

For inspiration, take a look at these top examples of matching gift marketing.

Other best practices include:

  • Using storytelling to highlight donor impact. For example, share a short video of a donor whose gift was matched and the difference it made.

  • Running time-bound “matching gift weeks” or “double your impact days” to create urgency.

  • Featuring corporate partners who support your nonprofit with matching gifts in newsletters or social media to motivate others.

6. Integrating Matching Gifts into Your Year-End Campaigns

Matching gifts are a particularly powerful tool during year-end campaigns, when donors are most generous. Consider dedicating a specific portion of your year-end campaign to matching gift awareness.

  • Include matching gift prompts in year-end emails: Include clear calls to action regarding matching gifts in your year-end appeal emails. Make sure your messaging is focused on the impact matching gifts can have on your fundraising goals.

  • Partner with employers: Reach out to companies during the holiday season to see if they would be willing to promote matching gifts to their employees, further extending the reach of your campaign.

  • Promote via social media: Use social media platforms to spread the word about matching gift opportunities, including testimonials from donors who’ve had their gifts matched.

Because year-end giving is so deadline-driven, it’s critical to simplify the process for donors. Include direct links to employer portals, step-by-step instructions, and even short graphics that explain the process. The easier you make it, the more likely donors are to complete their match before the year closes.

7. Leveraging Tools and Technology to Streamline the Matching Gift Process

One of the most effective ways to increase matching gifts is to implement tools and technologies that streamline the process. Matching gift service providers offer solutions that help automate donor identification, match tracking, and follow-up.

By using a matching gift tool, nonprofits can instantly identify eligible donors, track their progress, and send targeted communications to encourage them to take advantage of matching gift opportunities. These tools allow you to scale your efforts without increasing the workload of your team, making it easier to implement many of the strategies discussed here quickly and efficiently.

8. Forming Corporate Partnerships for Matching Gift Success

Strong relationships with corporate partners can significantly boost matching gift revenue. By building partnerships with businesses in your donor base, you can create mutually beneficial programs that encourage corporate giving.

Consider establishing relationships with companies to promote matching gifts internally to their employees. Offering recognition, such as featuring top matching donors on your website or in marketing materials, can motivate more companies to engage with your nonprofit. You may also want to explore co-branding opportunities or matching gift challenges.

Long-term partnerships can also lead to expanded benefits beyond matching gifts, such as volunteer grant programs, payroll giving, and corporate sponsorships. When a company sees your nonprofit as a trusted partner, they’re more likely to deepen their support in multiple ways.

Next Steps

Maximizing matching gift donations requires a comprehensive approach that includes marketing tactics, proactive outreach, and leveraging technology. By implementing these advanced strategies, nonprofits can increase their matching gift revenue, reach more donors, and build stronger relationships with their corporate partners.

Remember, matching gift tools can help streamline much of the work involved in identifying eligible donors and following up with them. These tools allow nonprofits to scale their matching gift efforts without increasing administrative burden, helping you raise more money for your cause.

By following these strategies and using the resources available to you, your nonprofit can increase matching donations and ultimately reach your fundraising goals faster.

The bottom line: matching gifts are not just a “nice to have.” They are a proven way to unlock hidden funding, engage donors more deeply, and strengthen corporate relationships. By taking intentional steps today, you can set your organization up for greater success as the landscape continues to evolve.

Power your matching gift program with the right software

Top Companies That Match Donations: How Nonprofits Can Maximize Opportunities

Top Companies That Match Donations: How Nonprofits Can Maximize Opportunities

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Matching gift programs are a valuable way for nonprofits to increase fundraising revenue with minimal effort. Companies in all industries, locations, and of all sizes offer these programs in an effort to engage employees and make an impact on their community. As a nonprofit, understanding how these programs work and how to identify supporters that work for these companies can significantly boost your fundraising potential. In this guide, we’ll provide practical advice for nonprofits to take full advantage of these opportunities.

What Are Matching Gifts?

A matching gift is a philanthropic program offered by many companies, where the employer matches an employee’s donation to an eligible nonprofit. These programs can vary in terms of eligibility, matching gift amounts, and types of donations that qualify, but no matter what form they come in, they offer value to nonprofits. Nonprofits can claim this revenue by reaching out to employees of companies with matching gift programs and encouraging them to request matches for their donations.

Why Companies Offer Matching Gifts

Companies offer matching gift programs for several reasons. For starters, it’s an effective way to encourage employee engagement, enhance corporate social responsibility (CSR), and improve employee morale. These programs also allow businesses to align their values with charitable causes, creating a positive public image and fostering a culture of giving within the organization. Given those benefits, these programs are only expected to continue growing!

Industries with the Most Generous Matching Gift Programs

Companies in various industries offer matching gifts, demonstrating their wide appeal. Curious who some of the leaders are? Here’s an overview of the top industries that frequently offer matching gift programs:

  • Technology: Major players in the tech industry, such as Google, Microsoft, and Apple, offer some of the most generous matching gift programs.

  • Financial Services: Companies like JPMorgan Chase, Bank of America, and Fidelity are known for their robust matching gift programs.

  • Healthcare: Hospitals and healthcare providers like Merck, Pfizer, and Johnson & Johnson provide matching gifts to support their employees’ charitable contributions.

  • Retail: Large retailers, including Walmart and Target, have matching gift programs to support causes that matter to their employees. Often, both full and part-time employees qualify.

  • Energy: Energy companies such as ExxonMobil and Chevron also provide matching gifts to boost charitable donations.

These are just a few examples of companies in different sectors that offer matching gift programs. Understanding where the most generous opportunities lie can help nonprofits strategically target their outreach efforts.

How to Identify Companies That Match Donations

Identifying companies with matching gift programs can be a research-intensive task. However, there are several ways nonprofits can streamline the process:

  • Leverage a Matching Gift Database: Platforms like Double the Donation’s matching gift database are great resources for identifying companies that match donations. These databases allow nonprofits to search for eligible companies and learn about their matching gift policies.

  • Reach Out to Donors: Ask your existing donors if their employers match donations. This can be an effective way to identify potential matches, especially if you already have a strong donor base. They’ll be able to ask their HR department or reference any benefit materials to help determine their own eligibility!

  • Check Corporate Websites: Many companies list their matching gift programs and guidelines on their websites in an effort to showcase their generosity. That means you can find matching gift information through a simple web search! It’s a good idea to keep a list of companies you’re targeting and check their websites regularly for updates.

How Nonprofits Can Maximize Matching Gift Opportunities

Maximizing matching gift opportunities requires strategic planning and outreach. While many companies offer matching gift programs, donors often don’t realize that they qualify. That means that revenue opportunities can easily be overlooked. To avoid that pitfall, here are a few key tactics nonprofits can use to ensure they’re taking full advantage of matching gift programs:

  • Promote Matching Gifts: Educate your donors about matching gift opportunities by including information on your website, in email campaigns, and on social media. Highlight the importance of checking with employers to see if matching gifts are available.

  • Make It Easy to Take Action: Simplify the matching gift process for your donors. Provide clear instructions on how they can submit their donations for matching and include links to relevant resources from their employer. Using a matching gift database significantly helps with this since it can connect each of your donors to their company-specific next steps.

  • Follow Up with Donors: After receiving a donation, follow up with donors to remind them to submit their matching gift request. Providing a personalized email or a friendly reminder can significantly increase the number of matches you receive.

Additional Benefits of Matching Gifts

Matching gifts benefits stretch far beyond just the initial match for both companies and donors. These programs can also:

  • Strengthen Relationships with Donors: By offering matching gift opportunities, nonprofits show their donors that they care about maximizing the impact of their contributions.

  • Increase Employee Engagement: Companies that offer matching gifts often see increased employee participation in charitable activities and greater satisfaction in the workplace.

  • Boost Corporate Partnerships: Matching gifts can lead to stronger relationships between nonprofits and corporations, potentially opening the door to additional sponsorships and partnerships.

How to Use a Matching Gift Database

Using a matching gift database, such as the one available through Double the Donation, is one of the most effective ways to identify matching gift opportunities. These databases are continually updated with the latest information about matching gift policies, eligibility, and donation guidelines. Nonprofits can use these databases to search for companies that match donations, determine how much they are willing to match, and learn about submission procedures.

Conclusion

Matching gift programs are a powerful tool for increasing fundraising efforts and strengthening relationships with donors. The ROI provided by matching gifts helps fundraising teams achieve their goals. By understanding how these programs work and actively seeking out companies that match donations, nonprofits can significantly boost their revenue and engagement. Be sure to leverage matching gift databases and consistently promote matching gift opportunities to maximize their potential.

Raise more with matching gift automation software