Matching Gift Appreciation-How to Show Gratitude to Donors

Matching Gift Appreciation: How to Show Gratitude to Donors

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As a nonprofit, one of the most effective ways to build a loyal and engaged donor base is by expressing appreciation for matching gifts. These gifts, where a company matches a donor’s contribution to your organization, are a key source of additional revenue. However, many nonprofits overlook the crucial step of properly thanking those who participate in the programs.

Taking the time to express gratitude can strengthen your relationships with both individual donors and corporate partners, leading to increased donations and long-term support.

In this guide, we will explore the importance of matching gift donor appreciation, the best times to express gratitude to these donors, and practical ways to do so effectively. Specifically, we’ll cover:

Whether you’re working with new matching gift donors or longtime workplace giving supporters, making them feel appreciated is essential to building strong, lasting relationships. Let’s begin with the basics and find out how we can do so.

Why Matching Gift Appreciation Matters

The role of appreciation in nonprofit fundraising cannot be overstated. Donors who feel appreciated are more likely to remain engaged with your cause, contribute time and again, and even encourage others to get involved. This is particularly true for matching gift donors.

Here’s why showing appreciation for matching gifts is so important:

  1. Showing Appreciation Strengthens Relationships: By acknowledging and thanking donors, you create a sense of partnership that helps deepen their connection to your cause. Whether you thank them after their donation, when the match is initiated, or when their employer’s donation is ultimately received, showing appreciation builds trust and loyalty.
  2. Showing Appreciation Increases Donor Retention: When donors feel valued, they are more likely to give again, increasing the likelihood of sustaining long-term donations. Studies show that donors who receive timely and heartfelt thank-you notes are significantly more likely to continue contributing year after year.
  3. Showing Appreciation Enhances Corporate Relationships: When companies recognize that their employees’ contributions are valued, they may be more likely to increase their support and participation in the future. Showing appreciation for matching gifts also creates a positive public relations opportunity for companies, leading to stronger corporate relationships and even future collaborations.

By expressing your organization’s sincere gratitude, you ensure that donors feel recognized and valued, not just for their contribution, but also for the additional impact they’re helping create through matching gifts.

When to Thank Matching Gift Donors

Timing is key when it comes to showing gratitude, especially in terms of matching gifts. To ensure your appreciation feels genuine and relevant, it’s essential to thank matching gift donors at several key moments throughout the donation process.

Here’s when we recommend showing appreciation to matching gift donors:

After the Initial Donation

The first step in thanking a matching gift donor is to acknowledge their original contribution. As soon as you receive the donation, send a thank-you message that acknowledges the donor’s generosity. This is a great opportunity to mention the potential for matching gifts and inform them about the next steps.

Ensure the message emphasizes the significance of their support and provides details on how matching gifts can help double or even triple their donation.

After They Initiate a Match

Once the donor has submitted the match request to their employer, follow up to thank them for initiating the process. This is a critical moment to let them know that you are actively tracking their gift and that you appreciate the extra effort they’re putting in to increase their impact.

A quick email or personal note acknowledging their initiative can go a long way in reinforcing the donor’s connection to your cause. You can also inform them of the next steps in the process, ensuring they are aware that you are managing the match request diligently.

After the Match is Received

The final thank-you comes when the matching gift has been confirmed and received. This is an essential moment to acknowledge the full impact of the donation, which now includes the matching gift from their employer. Not only does this thank-you message recognize the donor’s generosity, but it also shows appreciation for the company’s contribution and closes the loop in the match.

A timely, heartfelt message at this stage demonstrates to donors that you have followed through on tracking their matching gift and that their efforts have resulted in significant additional support for your cause.

Top Matching Gift Appreciation Ideas to Consider

Effective matching gift appreciation involves more than a simple thank-you. In fact, it’s really about creating personalized, thoughtful gestures that demonstrate your genuine gratitude.

Below are several ways you can show appreciation to your matching gift donors, ensuring that each donation is met with the recognition it deserves.

Personalized Thank-You Emails

One of the easiest and most effective ways to thank matching gift donors is through a personalized thank-you email. This type of email can be sent promptly after the initial donation and again after the matching gift has been initiated or received.

For the best results, these emails can include:

  • A special thank you for the matching gift process.
  • An update on how the matched funds will be used.
  • A link to more information about the nonprofit’s programs, showing donors exactly how their contributions make a difference.
  • A call to action, whether it’s encouraging further involvement or sharing the donor’s story, can help foster an ongoing relationship.

Personalized emails are a quick and effective way to express gratitude, and they can be automated (and utilize handy templates!) to streamline the process. However, personalized emails should go beyond generic messaging by addressing the donor by name and recognizing their specific employer or contribution.

Handwritten Letters

For a more personal touch, handwritten letters are an excellent way to make your appreciation feel even more heartfelt. A handwritten note stands out from the usual correspondence donors receive and can create a stronger emotional connection. While more time-consuming, sending a handwritten thank-you note after receiving a matching gift adds a special, thoughtful element to donor relations.

A physical letter can include:

  • A detailed thank-you for both the original donation and the matching gift.
  • A description of the impact that their gift will have on the nonprofit’s mission.
  • A personal mention of the donor’s involvement with the organization (if applicable).

The tactile nature of a handwritten letter makes it stand out, providing a sense of warmth and authenticity that emails can sometimes lack. Donors receiving a handwritten letter often feel more personally connected to your cause, which leads to greater donor retention.

Phone Calls

Sometimes, a phone call is the best way to show your gratitude. A personal call to thank a matching gift donor (especially for larger contributions) can leave a lasting impression. It’s an opportunity to express your gratitude in real-time and provide a personal connection that emails or letters can’t match.

During the call, be sure to:

  • Acknowledge the full value of their gift, including the matched donation.
  • Explain how their contribution is making a difference.
  • Let them know how much their involvement means to your nonprofit’s success.

A phone call presents a unique opportunity to convey the depth of your appreciation and foster a more personal connection. If the donor has a long history with your nonprofit, use this moment to reinforce their value and discuss the impact of their contributions over time.

Digital Greeting Cards

In today’s digital world, a digital greeting card can be a fun and engaging way to express gratitude. You can design an eye-catching, interactive digital card that includes heartfelt messaging, images, and even videos showcasing the impact of the donor’s contribution.

These can be especially useful if you have a broad donor base and want to send something special without the cost or time involved in physical mailings. Personalized messages can be included, along with a call-to-action for further involvement.

Text Messages

Sending a thank-you text message can be a quick and effective way to show appreciation for a matching gift. Texts are immediate and tend to have higher open rates than emails, making them a great way to ensure your message is seen promptly. You can send a short but sweet thank-you message once the match is confirmed, along with a reminder of how the donor’s efforts are making a significant impact.

Text messages can also include links to other engagement opportunities, such as invitations to upcoming events or direct links to your donation page for future contributions. This makes it easy for donors to continue their support with just a few clicks.

Social Media Shoutouts

Public acknowledgment is another great way to appreciate matching gift donors. Sharing a social media shoutout is an excellent way to recognize donors while also promoting corporate matching gift programs. By tagging both the donor (with their permission) and the company they work for, you can increase visibility for your supporters, strengthen your relationship, and encourage others to participate.

This is a highly visible way to show gratitude, particularly when working with corporate donors. It also encourages other employees at the company to consider engaging in matching gifts, creating a ripple effect that can lead to more support.

Recognition on Your Website

To make a lasting impression, consider recognizing matching gift donors on your website. This can be done on a dedicated donor appreciation page or virtual donor wall, or in an annual report.

Website recognition can also create a sense of community among donors. When people see their names featured on your website, it reinforces their connection with your organization and encourages them to give further.

VIP Donor Events

For your largest matching gift donors, hosting a VIP donor event (virtual or in-person) can be a great way to show appreciation. These events provide an opportunity to personally thank donors, acknowledge their contributions, and foster their ongoing engagement with your nonprofit’s work. Whether it’s a gala, a private tour, or a small, exclusive event, this gesture helps build a deeper, long-term relationship with your biggest supporters.

VIP events enable you to treat top donors with the respect they deserve, fostering a deeper connection with your cause. You can use these events to share exclusive updates on your nonprofit’s impact, furthering the donor’s sense of involvement and investment in your mission.

Leveraging Matching Gift Appreciation for Future Engagement

Proper appreciation doesn’t stop with one thank-you message. By continuing to engage matching gift donors and acknowledging their support over time, you lay the groundwork for more future donations and long-term engagement. Regular communication, updates on the impact of their contributions, and ongoing recognition can encourage donors to give again, participate in future matching gift programs, and even become advocates for your nonprofit.

Building lasting relationships through consistent appreciation ensures that matching gift donors remain excited about supporting your cause. The stronger the connection, the more likely they are to continue their contributions, resulting in larger donations and additional partnerships in the future.

Wrapping Up & Next Steps

Appreciating matching gift donors is essential for building strong, lasting relationships that drive future contributions and engagement. By thanking donors at key moments, such as after the initial donation, after they initiate the match, and after the match is received, you demonstrate the value you place on their generosity.

Whether through personalized thank-you emails, handwritten letters, or exclusive VIP events, there are numerous ways to express gratitude and foster donor loyalty. Select the ones that resonate best with your audience, and integrate them into your existing donor appreciation strategy.

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Track + Report Matching Gifts-Managing Your Nonprofit's Program

Track + Report Matching Gifts: Managing Your Nonprofit’s Program

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When it comes to nonprofit fundraising, tracking and reporting matching gifts is essential. In fact, it’s one of the most potent tools in maximizing donations and bolstering your program’s success. Still, many organizations fail to tap into the full potential of matching gifts due to inefficient tracking processes or a lack of awareness around available tools and strategies.

In this guide, we’ll explore how to track and report matching gifts, manage your program effectively, and discover untapped opportunities that can significantly boost your organization’s revenue. We’ll cover:

A matching gift is a charitable contribution made by an employee’s company to match their donation to a nonprofit organization. These corporate giving programs are designed to encourage employees to contribute to causes they care about by providing a financial incentive.

By understanding how to track and report matching gifts, your nonprofit can not only increase donation amounts but also cultivate stronger relationships with corporate partners, which in turn drives sustainability and growth. Let’s dive in to learn how you can streamline this process.

The Importance of Tracking Matching Gifts for Your Nonprofit

Tracking matching gifts is critical for several reasons:

#1: Maximizing Donations: If you fail to track matching gifts, you might be leaving money on the table. Many companies offer generous matching programs, and without diligent tracking, you may miss out on these funds.

#2: Improved Reporting: Accurate tracking and reporting provide transparency and accountability to both donors and corporate partners. This ensures that you can provide timely reports and updates to your stakeholders.

#3: Optimizing Corporate Relationships: Tracking matching gifts gives you insight into which companies are actively supporting your cause. By nurturing these relationships, you can increase repeat donations and even secure larger corporate partnerships.

Best Practices for Reporting on Matching Gifts Efficiently

To track matching gifts effectively, nonprofits should adopt a system that captures both the donor’s initial contribution and the employer’s match. Here are some best practices for tracking matching gifts efficiently:

Create a Dedicated Tracking System: Use a donor management system or CRM that includes features or ready-built integrations for tracking matching gifts. This allows you to record each gift and match in one place for easy monitoring.

Integrate Employer Information: Ensure that your donor records include detailed information about their employers. By identifying which employers match donations, you can streamline the process and enhance your outreach efforts. This can be a game-changer when it comes to tracking matching gifts.

Follow Up Promptly: When a donor’s employer offers matching gifts, prompt follow-up is crucial. Many companies have submission deadlines for matching gifts, so responding quickly helps ensure that you don’t miss any opportunities. We recommend doing so within 24 hours of receiving the initial gift in order to produce the best response and conversion rates.

Automate Processes Where Possible: Automating the process of matching gift tracking can save time and reduce errors. For example, a system like Double the Donation allows you to include a trackable button in your donor emails, enabling individuals to indicate when they’ve submitted their match request. This simplifies the tracking process, ensuring that no opportunities are missed.

Maintain Transparency: It’s essential that you accurately report matching gifts in your annual reports, donor acknowledgments, and corporate partner outreach. This transparency helps build trust with both donors and companies. You can even group reports by employer to understand which companies are contributing the most, which is valuable data for future fundraising and partnership efforts.

Leveraging Technology for Matching Gift Tracking and Reporting

The right technology plays a pivotal role in helping nonprofits manage and optimize their matching gift programs. Innovative, forward-thinking tools can automate much of the tracking and reporting processes, making it much easier for organizations to scale their efforts.

Key technologies to consider include:

  • Matching Gift Software: Tools like Double the Donation offer integrations with donor management systems, enabling you to automatically track matching gifts and even enable matching gift auto-submissions.
  • Donor Management Systems: Platforms such as nonprofit CRMs or donor management systems allow nonprofits to centralize all donor information, including matching gift opportunities, in one place.

To truly optimize your matching gift program, it’s important to integrate matching gift software and donor management systems into your overall fundraising strategy. These technologies work together to automate tracking and reporting, ensuring that matching gifts are processed efficiently.

Challenges in Matching Gift Reporting⁠—and How to Overcome Them

While matching gifts can be a significant source of additional funding for nonprofits, managing the reporting process effectively can sometimes present some challenges. Even organizations with experienced development teams can struggle to capture the full potential of matching gift programs if obstacles aren’t addressed proactively.

Some of the most common challenges you’ll want to be aware of include:

Incomplete Donor Information

One of the biggest hurdles in matching gift reporting is the presence of missing or incomplete donor information. Without accurate employer details, it’s impossible to determine whether a donation is eligible for a match. Some donors may neglect to provide their company information on giving forms, and in other cases, the data may be outdated or inconsistent across systems.

How to overcome it: Nonprofits can utilize data appending services to enhance donor records with current employer information and matching gift eligibility. By appending company data from reliable sources, your organization can identify potential matching gift opportunities that may have otherwise gone unnoticed. Additionally, designing donation pages to prompt for employment information early and prominently, and making it easy for donors to provide this information, can improve accuracy at the source.

Lack of Employer Engagement

Even when donor information is complete, some companies may be slow to respond to matching gift requests or have a cumbersome submission process. This can create delays in processing matches and a frustrating donor experience.

How to overcome it: Streamlined communication and education are key. Provide donors with clear, step-by-step instructions for submitting matching gift requests, including deadlines. Additionally, consider sending automated reminders to donors about outstanding submissions to keep the process moving efficiently.

Data Management Issues

Handling large volumes of matching gift requests manually is prone to errors and inefficiencies. Without an organized system, it’s easy for requests to be duplicated, overlooked, or improperly tracked, which can impact reporting accuracy and donor satisfaction.

How to overcome it: Leverage technology such as donor management systems or CRM integrations that can track matching gift requests in real-time. Automated workflows reduce human error, ensure that every gift is properly accounted for, and provide a clear audit trail for reporting purposes. By centralizing this data, nonprofits can produce accurate reports for both internal stakeholders and corporate partners, saving time and improving accountability.

Building a Streamlined Process

Beyond addressing each individual challenge, nonprofits can maximize their matching gift program by creating a streamlined end-to-end process. This includes integrating donor data, using automation to prompt follow-ups, and maintaining clear documentation of all matching gift activities. A structured workflow ensures that donor records are accurate, corporate engagement is nurtured, and reporting is consistent and reliable.

By proactively addressing these challenges, nonprofits can significantly improve their matching gift reporting, reduce administrative burden, and ensure that every eligible donation has the opportunity to be fully matched. Effective reporting not only maximizes revenue but also strengthens relationships with donors and corporate partners by demonstrating professionalism and reliability.

Wrapping Up & Next Steps

Tracking and reporting matching gifts effectively is the key to maximizing the potential of these valuable revenue streams. By integrating our best practices, leveraging the right technology, and utilizing resources like data appends to capture employer information, your nonprofit can uncover new opportunities, streamline its processes, and ultimately increase the success of its matching gift program.

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How to Involve Matching Gift Donors in More Workplace Giving Programs

How to Involve Matching Gift Donors in More Workplace Giving Programs

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For nonprofits looking to maximize their fundraising efforts, engaging matching gift donors in more workplace giving programs can be a game-changer. After all, matching gift programs are just one piece of the puzzle. Many companies offer additional workplace giving opportunities, including volunteer grants, volunteer time off, and payroll deductions. Donors who participate in matching gifts can also be some of your best assets for these other programs, making them a prime audience for further engagement.

In this guide, we’ll explore how to involve matching gift donors in additional workplace giving programs. We’ll cover:

By diversifying the ways matching gift donors engage with your nonprofit, you can increase both the impact of their contributions and the sustainability of your funding model. Let’s dive in to find out how your team can encourage such involvement.

What Are Workplace Giving Programs?

Workplace giving refers to charitable donation programs offered by companies that enable their employees to contribute directly to nonprofits through their workplace. These programs are designed to make it easier for employees to give back to the causes they care about while benefiting from company-sponsored incentives, such as matching gifts or grant funding.

For schools, workplace giving presents a unique opportunity to increase fundraising efforts through established corporate channels. By tapping into these programs, schools can supplement traditional donation methods and cultivate stronger connections with their alumni, parents, donors, and corporate partners.

With the right approach, workplace giving can provide a steady stream of support, benefiting both the institution and its broader community.

Beyond Matching Gifts: Types of Workplace Giving Programs to Consider

Matching gifts are the most readily available form of workplace giving, with 65% of Fortune 500 companies and a wide range of smaller and mid-sized businesses offering the programs. However, they’re not the only kind of workplace giving you should be keeping an eye on.

Many companies offer multiple workplace giving programs, and matching gift donors are often prime candidates for involvement in these additional initiatives. Below, we explore the three key types of workplace giving programs that nonprofits should focus on to further engage matching gift donors.

Volunteer Grants

A volunteer grant is a contribution made by a company to a nonprofit based on the volunteer hours an employee contributes. For example, if an employee volunteers 20 hours at your nonprofit, their employer might provide a $200 grant to your organization. Volunteer grants enable donors to give not only financially but also with their time, providing a significant boost to your nonprofit’s efforts.

By engaging matching gift donors in volunteer grants, you can increase both the financial and time-based contributions your nonprofit receives. Since these donors are already familiar with giving through their company, they may be more likely to participate in volunteer grants.

Volunteer Time Off (VTO)

Some companies offer Volunteer Time Off (or VTO), which provides employees with paid time off specifically for volunteering. This is an excellent opportunity for matching gift donors to deepen their engagement with your organization by contributing their time and talents. Many companies allow employees to take one or two days per year for volunteer purposes, which could directly benefit your nonprofit if you make these opportunities available.

Matching gift donors who are already committed to supporting your cause may be more likely to take advantage of VTO programs, offering both their time and their skills to further your organization’s mission.

Payroll Giving

Finally, payroll giving programs enable employees to make direct donations from their paychecks to a nonprofit organization of their choice. These donations are often made automatically, requiring little effort from the donor. Payroll giving is an easy way for matching gift donors to contribute to your organization on a recurring basis, increasing your nonprofit’s revenue over time. Since these donations are deducted from their salary before taxes, they also offer tax benefits for employees.

Matching gift donors are often well-suited for payroll giving programs because they’re already familiar with giving through their employer. Adding payroll giving to your outreach efforts can significantly boost the involvement of these donors.

Why Matching Gift Donors Are Ideal for More Workplace Giving Programs

Matching gift donors are often the perfect candidates for involvement in additional workplace giving programs. Here’s why:

#1: They Are Already Engaged with the Company’s Giving Culture: These donors are already participating in their company’s matching gift program, demonstrating a commitment to giving back through their work. They’re likely to be open to other workplace giving opportunities such as volunteer grants, VTO, and payroll giving.

#2: They Have Potential for Increased Contributions: By involving these donors in more workplace giving programs, you’re increasing the potential for both their time and financial contributions. For example, a matching gift donor who also participates in payroll giving and volunteer grants could significantly boost your nonprofit’s funding and volunteer capacity.

#3: It’s Easier to Engage with a Known Donor Base: Matching gift donors are already part of your donor base, making them more accessible than new prospects. These donors already trust your organization and are more likely to continue their support through additional programs.

Tips to Involve Matching Gift Donors in Other Workplace Giving Programs

Now that we understand why matching gift donors are well-positioned for involvement in more workplace giving programs, let’s look at strategies for getting them engaged. Here are a few best practices that we recommend:

Create a Strategic Outreach Plan

A strategic outreach plan is essential for engaging matching gift donors in additional workplace giving programs. This should include clear messaging that educates donors on the various programs available, explains how they can participate, and highlights the benefits for both the donor and the nonprofit.

For optimal results, tailor your outreach based on the programs your donors’ companies offer, as well as their previous engagement with your organization.

Educate Donors About Additional Programs

Some matching gift donors may not be aware of the other workplace giving programs their company offers. For this reason, it’s essential to educate donors about these initiatives through targeted email campaigns, dedicated webpages, or in-person events. Provide clear instructions on how to get involved in these additional programs and explain how their participation will help your nonprofit grow.

Promote Other Giving Programs at the Right Time

Timing is critical when introducing donors to new workplace giving programs. For example, after a donor makes a matching gift, you can follow up with information about volunteer grants or payroll giving programs. Remind them of the available benefits and encourage them to take advantage of these opportunities as well to increase their impact on your mission.

Provide Exclusive Incentives for Participation

People love incentives, so consider offering rewards to matching gift donors who participate in additional workplace giving programs. For example, you could create a giving ladder that recognizes donors who participate in multiple programs. In that case, donors who volunteer for a certain number of hours or contribute through payroll giving could be rewarded with exclusive content, special recognition, or invitations to VIP events.

How to Track and Report on Multiple Workplace Giving Programs

Once you start involving matching gift donors in more workplace giving programs, it’s crucial to track and report these contributions effectively. After all, doing so ensures that your nonprofit doesn’t miss out on potential funding and that you can provide comprehensive recognition to donors who participate in several workplace giving initiatives.

As you implement workplace giving tracking and reporting, here are some key metrics to consider:

  1. Total Contributions from New Programs: Measure how much additional revenue is generated through payroll giving, volunteer grants, and VTO.
  2. Increased Donor Retention: Track whether donors who engage in multiple workplace giving programs are more likely to contribute again in the future.
  3. Volunteer Hours: Track the number of volunteer hours contributed by donors who participate in volunteer grant or VTO programs.
  4. Employer Participation: Measure the extent to which employers are matching donations, offering grants, or providing VTO for their employees’ charitable efforts.

These metrics will give you insight into the effectiveness of your engagement strategies and help you refine your approach to workplace giving. For optimal tracking, utilize a donor management system (or CRM) to monitor participation in matching gifts, volunteer grants, payroll giving, VTO, and other initiatives. This system will help you stay organized, report accurately to corporate partners, and provide updates to donors on the impact of their contributions.

Leveraging Technology to Streamline Workplace Giving Programs

The right technology can play a significant role in simplifying the management of workplace giving programs. Tools like Double the Donation can integrate with your donor management system or fundraising platform to streamline the process of tracking matching gifts, volunteer grants, and payroll giving. These resources collect employment information from supporters, automatically identify workplace giving opportunities, and send reminders to donors, making it easier to manage multiple programs at once.

With innovative tools in your toolkit, you can ensure that matching gift donors have a seamless experience, participate in more workplace giving programs, increase engagement, and maximize your nonprofit’s impact.

Wrapping Up & Next Steps

Involving matching gift donors in more workplace giving programs is an effective way to increase their engagement and enhance the impact of your nonprofit. By promoting volunteer grants, payroll giving, and VTO opportunities, you can significantly boost the financial and volunteer support your organization receives.

Remember to track these contributions, educate your donors, and leverage technology to streamline the process. With the right strategies in place, you can turn matching gift donors into long-term, multi-faceted supporters.

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