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

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:

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