Mistakes Nonprofits Make with Matching Gifts (+ How to Avoid Them)

10 Mistakes Nonprofits Make with Matching Gifts (+ How to Avoid Them)

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Matching gifts are one of the most underutilized resources in nonprofit fundraising. Every year, billions of dollars in matching gift funds go unclaimed, simply because donors are unaware of these programs or don’t know how to access them. While many nonprofits recognize matching gifts as a valuable revenue stream, they often make critical errors that prevent them from fully maximizing this opportunity.

In this article, we’ll explore the top 10 mistakes nonprofits make with matching gifts, and more importantly, how to avoid them. In other words, we’ll address the following roadblocks so that your team doesn’t have to fall prey:

  1. Treating Matching Gifts as “Nice to Have” Rather Than a Core Fundraising Strategy
  2. Hiding Matching Gift Information on Your Website Instead of Putting It Front and Center
  3. Expecting Donors to Navigate Employer Rules Without Guidance
  4. Ignoring Easy Wins Like Donation Form Prompts and Post-Gift Reminders
  5. Skipping Follow-Up Emails That Can Double Match Submission Rates
  6. Making the Process Harder Than It Needs to Be for Donors
  7. Failing to Review and Learn from Past Matching Gift Efforts
  8. Missing Opportunities to Partner with Employers Who Already Support Your Cause
  9. Failing to Train Staff and Volunteers to Answer Matching Gift Questions
  10. Underestimating How Matching Gifts Strengthen Donor Relationships

Whether you’re new to matching gifts or seeking to refine your organization’s existing strategy, this guide offers actionable insights to help you increase matching gift revenue, deepen donor engagement, and foster stronger relationships with corporate partners.

Ready to dive in? Let’s get started with the first common mistake.

Mistake 1: Treating Matching Gifts as “Nice to Have” Rather Than a Core Fundraising Strategy

Many nonprofits view corporate matching gift programs as an afterthought, something “nice to have” but not essential to their fundraising efforts. This mindset prevents organizations from tapping into a significant and often untapped revenue stream.

The Missed Opportunity

An estimated $4 to $7 billion in matching gift funds goes unclaimed every year because donors are unaware of what matching gifts are, let alone whether their company has a matching gift program. Nonprofits that take a reactive approach to matching gifts rather than a proactive approach are leaving money on the table. When matching gifts are integrated into team fundraising strategies, the results are more matching gift success.

Why Matching Gifts Matter

Matching gifts can amplify the impact of each donation without requiring your nonprofit to ask donors to contribute more. This makes them one of the most cost-effective ways to increase fundraising revenue alongside your existing campaigns and initiatives. Matching gift statistics even demonstrate that matching gifts can incentivize donors to give more. In fact:

  • 84% of donors are more likely to give if a match is offered.
  • 1 in 3 donors would increase their donation size if they knew their gift would be matched.

How to Make Matching Gifts a Core Strategy

To maximize the impact of matching gifts, nonprofits should incorporate matching gift mentions, marketing, and reminders across all their fundraising campaigns and initiatives. Specifically, here are some actions nonprofits like yours can take to improve your matching gift strategy:

  • Integrate Matching Gifts into Your Fundraising Plan: Incorporate matching gifts into your overall strategy and goals, rather than treating them as a side project.
  • Allocate Resources to Promote Matching Gifts: Dedicate time, staff, and resources to actively promote matching gift programs.
  • Use Technology to Simplify the Process: Utilize matching gift automation tools that make the matching gift process easier for donors to navigate and complete.

By treating matching gifts as a core fundraising strategy, you can increase revenue and build stronger relationships with both donors and corporate partners.

Mistake 2: Hiding Matching Gift Information on Your Website Instead of Putting It Front and Center

Visibility is key when it comes to corporate matching gifts. Yet, many nonprofits bury matching gift information deep within their websites or fail to highlight it during the donation process. As a result, donors are often unaware of their eligibility for matching gifts. In fact, approximately 78% of match-eligible donors are unaware that their employer offers a matching gift program.

Make Matching Gifts Easy to Find

To maximize matching gift opportunities, nonprofits should ensure that this information is easily accessible. By prominently featuring matching gift details on your website, donation pages, and confirmation screens, you increase the likelihood that donors will take advantage of these programs. Specifically, we recommend creating a dedicated matching gift page on your website where you outline what the matching gift opportunity is, explain the typical submission process, and integrate a CTA that encourages your donors to get started amplifying their impact!

Help Donors Discover their Eligibility

Incorporating tools like matching gift databases or search widgets directly on donation forms can make a huge difference. These tools allow donors to quickly check if their gift is eligible for a match and provide the necessary forms to complete the process. For example, UNCF has integrated Double the Donation’s matching gift search tool into its donation process, making it easy for donors to discover their eligibility and then connect with their next steps.

Mistake 3: Expecting Donors to Navigate Employer Rules Without Guidance

Corporate matching gift programs come with a variety of rules and eligibility criteria that can be confusing for donors. These include differences in match ratios, minimum and maximum gift amounts, eligible nonprofits, and submission deadlines. Expecting donors to navigate these details independently often leads to frustration and missed matches.

The Knowledge Gap

Matching gift research indicates that 16% of donors are aware that their company offers matching gifts but are unsure about their eligibility or how to submit requests. Without proper guidance, these donors may not complete the process, resulting in lost opportunities for your organization.

How to Bridge the Gap

Nonprofits can help donors navigate these complexities by providing clear, concise guidance. Resources such as:

  • Employer-Specific Matching Gift Guidelines: Include details for each company with which your donors are affiliated.
  • FAQs: Address common questions regarding match ratios, submission procedures, and deadlines.
  • Step-by-Step Instructions: Provide easy-to-follow directions on how to submit matching gift requests.

By proactively offering guidance and using tools to simplify the process, you can increase the likelihood of successful match submissions and, ultimately, raise more funds.

Mistake 4: Ignoring Easy Wins Like Donation Form Prompts and Post-Gift Reminders

Simple prompts during the donation process and follow-up reminders are among the most effective ways to increase participation in matching gifts. Unfortunately, many nonprofits overlook these easy opportunities and miss out on potential revenue.

The Power of Donation Form Prompts

Including a matching gift prompt on donation forms or confirmation pages encourages donors to check if their gift qualifies for a match. Since donors are most engaged with your organization at the point of donation, this is the perfect time to highlight matching gift opportunities, as they are most likely to be motivated.

Follow-Up Reminders

Sending reminder emails or notifications to donors who have not yet submitted their match requests can significantly improve submission rates. Many nonprofits automate these follow-ups and see a matching gift ROI with an average increase in revenue of 20-50%.

Tracking Donor Progress

Automation tools help track which donors need follow-up and make it easier to manage the process. By identifying those who need additional encouragement, you can ensure no matching gift opportunity is missed.

These straightforward strategies require minimal effort but can yield significant results, significantly boosting your organization’s matching gift success.

Mistake 5: Skipping Follow-Up Emails That Can Double Match Submission Rates

Follow-up communication is a critical tool in converting match-eligible donations into actual matched gifts. Many nonprofits miss the opportunity to send timely, targeted follow-up emails, resulting in lost revenue.

The Impact of Follow-Up Emails

Studies show that follow-up emails can double the rate at which donors submit matching gift requests. In fact, sending matching gift reminder emails within 24 hours of a donation being made yields a 53% open rate, which is 2.6 times higher than the average open rate for nonprofit emails.

For the best results, these emails should include:

  • Personalized Information: Tailor the email to include the donor’s specific eligibility details.
  • Easy Access to Submission Forms: Provide direct links to the necessary forms or instructions for submitting the match request.
  • Clear Deadlines: Highlight submission deadlines to create a sense of urgency and ensure donors don’t forget to take action.

Providing clear, actionable information in follow-up emails helps donors navigate the process with ease and encourages them to complete their matching gift request.

Mistake 6: Making the Process Harder Than It Needs to Be for Donors

A complex and time-consuming matching gift submission process discourages donors from completing their requests. Many companies require donors to fill out multiple forms, upload receipts, or navigate confusing portals. This added friction can significantly reduce participation.

Simplifying the Process for Donors

Streamlining the process is crucial to increasing participation. The easier you make it for donors to submit their matching gift requests, the more likely they are to follow through with them. Here are some strategies to simplify the matching gift process:

  • Direct Links to Employer Forms: Provide clear, easy-to-access links to each employer’s matching gift form, saving donors time and effort.
  • Searchable Matching Gift Databases: Embed databases that allow donors to find the matching gift guidelines for their company quickly.
  • Step-by-Step Instructions: Offer easy-to-follow instructions that guide donors through each step of the matching gift submission process.

By simplifying the matching gift experience, nonprofits can ensure a smooth flow of funds to their organization and maximize donor participation.

Mistake 7: Failing to Review and Learn from Past Matching Gift Efforts

Many nonprofits fail to review and analyze their past matching gift campaigns, missing out on opportunities to refine their strategies and improve future outcomes. By tracking key metrics such as the percentage of donations eligible for matches, submission rates, and the total revenue generated, nonprofits can gain valuable insights into what is working and where improvements are needed.

The Importance of Tracking Metrics

Tracking these key metrics is essential for understanding the effectiveness of your matching gift efforts. Regularly reviewing this data enables nonprofits to identify trends, spot successful strategies, and pinpoint areas that require attention and improvement. This type of analysis is crucial for refining campaigns and optimizing matching gift revenue.

Learning from Peers

In addition to analyzing your own efforts, learning from the experiences of other nonprofits can be incredibly valuable. Peer organizations often face similar challenges and can offer valuable insights into successful approaches for engaging donors and increasing matching gift submissions.

By continuously reviewing past campaigns and learning from both data and peers, nonprofits can refine their strategies, improve donor engagement, and ultimately increase their matching gift revenue.

Mistake 8: Missing Opportunities to Partner with Employers Who Already Support Your Cause

Many nonprofits overlook the potential of building deeper relationships with companies that already offer matching gift programs and employ their donors. These corporate partnerships can provide a significant source of ongoing support and increased matching gift revenue.

Leveraging Employee Interest for Corporate Engagement

Over 26 million individuals work for companies that offer matching gift programs, with these benefits being extended to major Fortune 500 companies as well as small, local businesses. Regardless of their size, companies are often eager to support causes that engage their employees, especially since many are actively seeking ways to enhance employee engagement and strengthen their corporate social responsibility initiatives.

By partnering with companies where donors already work, nonprofits can leverage these existing connections and establish strong, mutually beneficial relationships.

Mistake 9: Failing to Train Staff and Volunteers to Answer Matching Gift Questions

Donors often have questions about matching gift eligibility, submission procedures, and deadlines. If your staff and volunteers aren’t prepared to provide accurate and timely answers, donors may abandon the process or become frustrated. Therefore, marketing matching gifts to your internal team is a must.

The Importance of Training

Providing comprehensive training on matching gift programs is essential for ensuring your team can confidently guide donors through the process. This training should cover:

  • Standard Employer Policies: Understanding different company requirements and matching gift rules.
  • Using Matching Gift Tools: How to utilize tools that provide information on specific company policies or simplify follow-up.
  • Troubleshooting Issues: Ensuring your team can quickly resolve any problems that may arise during the process.

Ongoing Investment in Training

Regular training sessions and accessible resources help ensure that your team is always up to date. This investment in knowledge enables staff and volunteers to be effective ambassadors for your matching gift program, ultimately fostering trust and enhancing donor engagement.

Mistake 10: Underestimating How Matching Gifts Strengthen Donor Relationships

Matching gifts are not just a way to increase revenue; they also help deepen donor engagement and loyalty. When donors see their gifts doubled, they feel a greater sense of impact and connection to your cause.

Supercharge Donor Connections

Incorporating matching gifts into your stewardship strategy enhances donor satisfaction. When you thank donors for both their personal gift and the corporate match, you reinforce appreciation and solidify their connection to your cause.

Encourage Ongoing Participation

By sharing the success of matching gift programs and highlighting their impact, you motivate donors to continue supporting your mission. This communication builds trust and encourages ongoing participation.

Build Long-Term Relationships

Matching gifts foster a culture of giving that strengthens long-term support and commitment. Acknowledging and celebrating these contributions encourages donors to stay engaged and invested in your mission.

Wrapping Up

Matching gifts are a powerful tool for increasing nonprofit revenue and strengthening donor relationships. By avoiding these common mistakes and focusing on simplifying the process, training staff, and building strong partnerships, nonprofits can significantly boost matching gift participation and foster long-term support.

Start leveraging matching gifts today and watch your donor engagement grow, all while building deeper, lasting relationships with your supporters.

Raise more with matching gift automation software

 

Double Giving Tuesday Donations-Leveraging Matching Wednesday

Double Giving Tuesday Donations: Leveraging Matching Wednesday

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Giving Tuesday, celebrated annually after Thanksgiving, is a significant fundraising event for nonprofits. In 2023, nearly $3.1 billion was raised, with over $1 billion coming from online donations. However, amidst the excitement of Giving Tuesday, many nonprofits miss out on a key opportunity to further increase their donations through matching gift programs: the following day, also known as Matching Wednesday.

Matching gift programs are a crucial strategy for nonprofits, enabling donors to double their contributions through employer-sponsored matching programs. But leveraging matching gifts effectively requires a well-thought-out approach. This post will explore how nonprofits can increase their matching gift revenue on Giving Tuesday and beyond, focusing on both basic and advanced strategies.

In this guide, we will cover the following:

By understanding the full potential of matching gift programs and planning ahead, nonprofits can turn Giving Tuesday into a multi-day fundraising opportunity. From educating donors about employer matches to strategically timing communications around Matching Wednesday, your organization can significantly increase revenue without incurring additional donor acquisition costs.

In the sections below, we’ll provide actionable tips and proven strategies to help your nonprofit maximize matching gifts, strengthen donor relationships, and make the most of this critical giving season. Let’s begin.

Essential Strategies for Leveraging Matching Gifts on Giving Tuesday

For nonprofits just beginning to tap into the potential of matching gifts, here are several basic but crucial strategies to ensure you’re capturing as many matching gifts as possible on Giving Tuesday:

1. Make Matching Gifts Front and Center

To increase the likelihood that donors will take advantage of matching gift opportunities, it’s critical to make matching gifts a central part of your fundraising messaging. Many donors are unaware that they can double their contributions through employer programs, so it’s essential to clearly highlight this option wherever donations are being collected.

  • On Your Donation Page: Clearly state that donations may be eligible for matching. Use a prominent banner or call-to-action button that links to more information about matching gifts.

  • Emails and Social Media: Include a callout in your email and social media appeals. For example, a banner in your email could say, “Double your impact today at no cost to you! See if your employer offers matching gifts!” Ensure that this messaging is included in any outreach materials, as donors may not think to search for this option unless prompted.

  • On the Confirmation Screen: After a donor has contributed, include a strong message on your confirmation or thank-you page encouraging them to submit a matching gift request if they are eligible.

2. Clarify the Matching Process and Eligibility

Many donors are unaware of how to determine if their employer offers a matching gift program or how to submit a request. Therefore, it’s vital to simplify the process as much as possible.

  • Create Easy Access to Information: Utilize an automated matching gift tool that enables donors to search for their employer’s matching gift program directly on your donation page. This will help eliminate any barriers to action.

  • Provide a Step-by-Step Guide: On your website, provide a clear, step-by-step guide on how donors can submit their matching gift requests. Include any necessary forms or links that will take them directly to the relevant pages of their employer’s matching gift program.

  • Email Reminders: After the donation is made, send a reminder email that highlights the matching gift process and explains how to complete their submission. Ensure the email includes a clear link to the matching gift portal.

3. Incorporate Urgency with Deadlines

Matching gift programs often have strict deadlines for submissions. To increase the likelihood that donors take advantage of matching gifts, create a sense of urgency by emphasizing matching gift deadlines.

  • Promote Deadlines on All Channels: On Giving Tuesday, use real-time updates to remind donors that they only have a limited window to submit their matching gift requests. This can be done through social media posts, email reminders, and even a countdown timer on your donation page.

  • Create a Sense of Urgency: Encourage donors to act quickly by sending a final reminder a few hours before the Giving Tuesday campaign ends.

4. Use Matching Gifts as a Way to Maximize Donations

One of the best features of matching gift programs is that they multiply donations. Donors appreciate the idea that their contribution will have a greater impact. It’s essential to promote this idea.

  • Include Match Multiples: When promoting matching gifts, it can be helpful to highlight exact matching amounts; for instance, if an employer will match $100 for every $100 donated. Donors may be more inclined to give larger amounts if they know their donation will be matched dollar for dollar.

  • Incorporate Matching Gift Examples: Use real-life examples of how matching gifts can benefit your cause. For instance, “For every $50 you donate, your employer could match it with another $50, helping us feed more families in need.” You can adapt the specific language to your mission and goals, but a simple mention of the impact can go a long way in empowering actions!

Advanced Practices for Maximizing Matching Gifts

For nonprofits that already have a basic matching gift strategy in place, it’s time to look at advanced techniques that can significantly increase your matching gift revenue.

1. Engage Corporations for Matching Gift Campaigns

Corporations often seek ways to engage their employees in philanthropic efforts. By creating a one-off matching campaign specifically for Giving Tuesday, you can encourage companies to double their employees’ donations to your nonprofit.

  • Reach Out to Companies: If you know that a donor works for a company that offers matching gifts, reach out to that company’s HR or Corporate Social Responsibility (CSR) department directly. Offer them an opportunity to match employee donations made on Giving Tuesday.

  • Offer Special Recognition: Acknowledge companies that participate in your matching campaign with special recognition. This could include acknowledgment on your website or social media channels, a dedicated page for corporate supporters, or even a thank-you note from your team.

2. Use Social Media and Digital Tools for Real-Time Updates

Social media can be a powerful tool for driving urgency and excitement around matching gifts. By posting real-time donation totals and matching gift progress, you can encourage donors to contribute more quickly.

  • Track Donations and Matching Gifts: On platforms like Twitter and Facebook, provide frequent updates about how much has been raised and how much matching support is available. You can create custom hashtags for your campaign to track progress and keep the conversation going.

  • Highlight Matching Gift Milestones: For example, post updates like, “We’ve raised $5,000 so far, and with matching gifts, that’s now $10,000! We can’t wait to see the impact this has. Keep it up!”

3. Send Custom Follow-Up Emails

One of the most effective ways to maximize matching gift revenue is through custom follow-up emails. After donors give on Giving Tuesday, send them a targeted email that:

  • Thanks them for their donation.

  • Reminds them about matching gift opportunities for which they may be eligible.

  • Includes a direct link to their matching gift portal (if available).

The more personalized these emails are, the better. You can segment your email list by donor type (e.g., corporate, individual) to send more relevant and customized messages.

4. Incentivize Donors with Recognition

To motivate donors to give larger amounts and submit matching gift requests, consider offering incentives. These can include:

  • Donor Recognition: Feature donors who have made a donation and submitted a matching gift request on a special donor wall or on social media.

  • Exclusive Access: Offer donors who contribute at a specific level or have their donations matched exclusive access to premium content, events, or thank-you gifts.

The Importance of Matching Wednesday (& Tips for Success)

While Giving Tuesday is undoubtedly the primary focus for many nonprofits, Matching Wednesday (the day directly afterward) can be just as important, especially when it comes to matching gift opportunities. Here’s why:

1. Matching Wednesday Builds on the Momentum of Giving Tuesday

Matching Wednesday allows you to continue the momentum generated on Giving Tuesday. Many donors may not have completed the matching gift process on the day itself, so offering a second chance to claim matching funds is crucial.

For the best results, reinforce the collective purpose. Similar to Giving Tuesday, Matching Wednesday fosters a sense of shared purpose. You can position it as a continuation of the collective action on Giving Tuesday, encouraging donors to keep contributing to reach the campaign’s goals.

2. Matching Wednesday Offers a Second Chance for Donors

Some donors may not have been aware that their gifts were eligible for matching. At the same time, others may require more time to process their request. Matching Wednesday gives them another opportunity to take action and increase their impact.

For the best results, implement targeted follow-ups. Schedule outreach designed explicitly for Matching Wednesday, reminding donors that they can still submit their matching gift requests.

3. Matching Wednesday Boosts Your Overall Campaign

By extending your fundraising efforts into Matching Wednesday, you’ll increase your overall revenue by capturing donations and matching gifts that might have otherwise been missed.

For the best results, track the impact of Matching Wednesday. Just like with Giving Tuesday, be sure to monitor your progress throughout Matching Wednesday. Let donors know how much matching gift money you’ve received (or has been pledged) and how much more is needed to hit your fundraising goal.

Conclusion and Resources for Nonprofits

Maximizing matching gift revenue is crucial for nonprofits seeking to optimize their Giving Tuesday campaign. By incorporating both basic strategies and advanced techniques, you can significantly increase your matching gift revenue.

Additionally, Matching Wednesday is a powerful tool for extending the fundraising period and maximizing donations. By reminding donors of the matching gift opportunity the day after Giving Tuesday, you can increase overall engagement and participation.

For nonprofits looking to streamline their matching gift efforts, Double the Donation offers matching gift templates and resources to make the process smoother and more efficient. If you’re already using Double the Donation, you can access Matching Wednesday templates in the marketing section of your account. These templates help you efficiently communicate with donors and ensure you’re maximizing every dollar.

Not yet using Double the Donation’s platform in your matching gift efforts? Reqeust a free demo using the button below. 👇

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Surprising Matching Gift Facts Every Nonprofit Should Know

Surprising Matching Gift Facts Every Nonprofit Should Know

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Matching gifts are one of the most underutilized revenue streams in fundraising. Every year, billions of dollars in matching gift funds go unclaimed because donors are unaware of these opportunities or don’t understand how to access the funds. With a little education and effort, and these surprising matching gift facts in your pocket, your organization can unlock hidden revenue and strengthen relationships with both donors and corporate partners.

In this guide, we’ll explore some of the most interesting matching gift facts you should know. These include the following:

  1. Matching Gifts Can Be Part of Broader Workplace Giving Programs
  2. Higher Match Rates Are a Key Differentiator for Companies
  3. Most Matching Gift Programs Are Open-Choice Programs
  4. Top Peer-to-Peer Fundraisers Promote Matching Gifts
  5. Matching Gifts Often Extend to Part-Time Employees and Retirees
  6. Matching Gifts Can Increase Initial Generosity
  7. Retroactive Matching Gifts Can Be a Missed Opportunity
  8. Consistent Outreach Creates Long-Term Growth
  9. Corporate Matching Is a Gateway to Stronger Partnerships
  10. Matching Gifts Are a Valuable Tool for Donor Stewardship

When equipped with the right knowledge, these fun facts will help your organization maximize its revenue, engage more donors, and make the most of corporate philanthropy. Let’s dive in!

1. Matching Gifts Can Be Part of Broader Workplace Giving Programs

Matching gifts are often offered in conjunction with other workplace giving programs, allowing employees to be eligible for multiple forms of corporate philanthropy. Many companies not only match monetary donations but also provide additional support through volunteer grants and payroll giving. This means your supporters can get involved through their employer in multiple ways.

How You Can Leverage This Fact

By promoting all available workplace giving opportunities, not just matching gifts, you can maximize the revenue generated from each donor. Here are several ways to make the most of this:

  • Educating donors about volunteer grants: Encourage donors to log their volunteer hours, which may be eligible for a company match through dollars-for-doers programs. Many companies offer volunteer grant programs, where they donate money based on the number of hours an employee volunteers for the organization. These grants can significantly enhance your fundraising.
  • Promoting payroll giving: Many companies offer payroll giving programs, allowing employees to make regular donations directly from their paycheck. These donations can often be matched by the company, creating a reliable and ongoing revenue stream for your organization. Payroll giving also helps you maintain a consistent flow of donations, which is essential for long-term sustainability.

2. Higher Match Rates Are a Key Differentiator for Companies

As companies increasingly compete to attract and retain talent, higher match rates are becoming a significant differentiator. Companies are offering more generous match ratios, with some programs offering 2:1 or even 3:1 matches, compared to the standard 1:1 ratio.

Examples of such companies include the Chicago Community Trust and Illinois Tool Works.

How You Can Leverage This Fact

  • Target donors working at companies with higher match rates: Many mid-sized and even large companies offer more generous match ratios, but these opportunities are often overlooked. By identifying employees working for companies with these enhanced benefits, you can potentially double or triple donations.
  • Incorporate matching gifts into fundraising campaigns: By promoting higher match rates, you can motivate donors to increase their gift sizes or encourage additional donations from employees of these companies. For example, if a donor knows their $50 donation can be doubled, they might be more inclined to contribute a larger amount.

3. Most Matching Gift Programs Are Open-Choice Programs

A key fact that many organizations miss is that most matching gift programs are open-choice programs, meaning employees can choose which organization they wish to support, without restrictions based on the company’s causes or focus. This flexibility allows employees to submit matching gift requests for any organization they care about.

How You Can Leverage This Fact

  • Promote your organization in open-choice programs: Encourage donors to request a match from their company, even if that company’s matching program isn’t aligned with your cause. This opens the door to more potential matches and doesn’t require a formal relationship with the company.
  • Educate donors about open-choice programs: Ensure that your donors are aware they can submit matching gift requests for any organization they care about, even if it’s not one highlighted by their company’s internal initiatives. Many companies offer broad flexibility in their matching gift programs, so it’s important to educate donors on this to increase participation.

4. Top Peer-to-Peer Fundraisers Promote Matching Gifts

100% of the P2P Top 30 organizations promote matching gifts in some way. These platforms understand that matching gifts can significantly boost campaign totals and increase donor motivation.

How You Can Leverage This Fact

  • Incorporate matching gift opportunities into peer-to-peer campaigns: Ensure that all fundraisers are aware of matching gift programs and encourage them to promote these opportunities in their own campaigns. Peer-to-peer fundraisers are often highly motivated to reach their goals, and when matching gifts are promoted, they are more likely to encourage their networks to take action.
  • Provide tools and templates for fundraisers: Create easy-to-use templates that fundraisers can share with their supporters, clearly outlining how matching gifts work and how donors can request them. Fundraisers will appreciate having resources that help them raise more funds and engage their networks.

5. Matching Gifts Often Extend to Part-Time Employees and Retirees

Many donors don’t realize that matching gift programs are not limited to full-time employees. The truth is that many part-time employees and even retirees can also be eligible for matching gifts through some companies.

For example, Starbucks and The Sherwin-Williams Company extend their matching gift programs to these often-overlooked groups.

How You Can Leverage This Fact

  • Reach out to part-time employees and retirees: Create targeted campaigns or inclusive, clarifying messaging for part-time workers and retirees, informing them that they, too, can have their donations matched.
  • Provide clear instructions for part-time employees and retirees, ensuring they understand the matching gift process and how to submit requests. This can often be a new revenue stream that organizations miss out on because part-time and retired employees are not typically included in outreach efforts.

6. Matching Gifts Can Increase Initial Generosity

One of the most significant benefits of matching gifts is that they can amplify the initial generosity of donors. In fact, studies show that one in three donors will increase their donation size if they know their gift will be matched. Talk about a conversion booster!

How You Can Leverage This Fact

  • Highlight the matching gift opportunity in donation appeals: Promoting matching gifts can encourage larger initial donations. Donors may choose to give more if they know their donation will be matched.
  • Emphasize the impact of matching gifts: Show how a donor’s gift will be doubled or tripled when matched by their employer. This increases their emotional connection to the cause and motivates them to give more.

7. Retroactive Matching Gifts Can Be a Missed Opportunity

Some companies offer retroactive matching gifts, allowing donors to submit requests for gifts made up to 12 months ago. Nonprofits often miss out on this opportunity by focusing only on current donations.

How You Can Leverage This Fact

  • Reach out to past donors and remind them of retroactive matching gift opportunities. Especially during year-end campaigns, this is an effective way to re-engage donors and ensure their continued involvement.
  • Provide clear instructions for submitting retroactive requests. Remind donors that they can still have past donations matched if their company allows retroactive gifts.

8. Consistent Outreach Creates Long-Term Growth

While one-time matching gift campaigns can provide short-term boosts, consistent outreach is key to long-term growth. By maintaining regular communication, you can keep matching gifts at the forefront of donors’ minds throughout the year.

How You Can Leverage This Fact

  • Create a year-round strategy: Don’t limit outreach to specific campaigns. Use regular reminders to keep matching gifts in front of your donors throughout the year.
  • Highlight matching gift success stories regularly: Share how matching gifts have made a tangible difference, which will encourage repeat participation.

9. Corporate Matching Is a Gateway to Stronger Partnerships

Matching gifts are more than just a way to increase revenue; they can also help build deeper relationships with corporate partners. Many companies that offer matching gifts also provide additional support in the form of sponsorships, volunteerism, or in-kind donations. By engaging with companies that offer matching gift programs, nonprofits can establish lasting partnerships that extend beyond financial support.

How You Can Leverage This Fact

  • Engage corporate partners early: When communicating with companies about matching gifts, seize the opportunity to broaden the conversation to other forms of collaboration, such as event sponsorship or volunteer programs.

  • Develop long-term partnerships: Companies offering matching gifts may also be interested in long-term relationships with your organization, including providing ongoing support through their employees or participating in other philanthropic efforts.

10. Matching Gifts Are a Valuable Tool for Donor Stewardship

Matching gifts can serve as a powerful tool not only for increasing donations but also for strengthening donor stewardship. When donors know their gifts will be matched, they feel more valued and appreciated, which deepens their connection to the cause. This sense of increased impact can lead to greater donor loyalty and a stronger long-term relationship.

How You Can Leverage This Fact

  • Recognize the impact of matching gifts: Publicly thank donors for both their personal donation and the corporate match. This reinforces their contribution and helps them feel a sense of connection to the mission.

  • Encourage repeat participation by showing donors the tangible results of their matching gifts, such as the number of people helped, the programs supported, or the benefits to the community. The more donors see the impact of their giving, the more likely they are to continue their support.

Wrapping Up & Next Steps

Matching gifts are a powerful tool for increasing revenue and strengthening donor relationships. By leveraging these surprising facts, such as workplace giving and retroactive matching gifts, you can unlock hidden revenue and create a sustainable, engaged donor base.

Start applying these strategies today to boost your matching gift revenue and maximize your fundraising efforts!

Raise more with matching gift automation software