Corporate Social Responsibility (also known as CSR) has become an essential component of a company’s brand and reputation. Many businesses now view their role in society as a key aspect of their operations, and CSR strategies are being increasingly used to drive positive impact and foster goodwill within communities. One powerful way companies can align their CSR strategy with meaningful charitable impact is through matching gifts.

By integrating matching gift programs into their CSR strategies, companies can significantly amplify the impact of employee donations while simultaneously enhancing their corporate image. This alignment offers mutual benefits: it fosters employee engagement, supports charitable causes, and strengthens the company’s position as a responsible corporate citizen. In this post, let’s explore how businesses can successfully incorporate matching gift programs into their CSR strategies to drive long-term success. We’ll cover:

• Understanding CSR and the Role of Matching Gifts
• Why Matching Gifts are a Perfect Fit for Your CSR Strategy
• How to Align Your Matching Gift Program with Corporate Values
• Best Practices for Implementing Matching Gifts in Your CSR

Corporate social responsibility has evolved significantly over the years, with many companies now using it as a core pillar of their brand. Matching gifts offer a simple yet powerful way to strengthen CSR efforts, benefiting both companies and the causes they support. This post will provide actionable insights into how businesses can align their CSR strategy with matching gifts and leverage this tool to make a lasting impact.

Understanding CSR and the Role of Matching Gifts

Corporate Social Responsibility (or CSR) encompasses a company’s initiatives to operate ethically, contribute positively to society, and ensure that its business activities align with environmental and social goals. Traditionally, CSR activities included charitable donations to nonprofits, community outreach, and environmental sustainability efforts.

However, one of the most effective ways for companies to extend their CSR goals is to offer matching gift programs for their employees. These generous initiatives encourage employees to donate to causes they care about by matching their donations, typically on a dollar-for-dollar (or more) basis. This not only increases the overall impact of donations but also encourages employees to become more involved in charitable giving.

Therefore, matching gift programs are a direct way for companies to contribute to social causes while amplifying their impact. A company not only supports the causes its employees care about but also fosters a culture of giving and social responsibility within the organization. This makes matching gifts an essential component of a broader, well-implemented CSR strategy.

Why Matching Gifts are a Perfect Fit for Your CSR Strategy

Integrating matching gift programs into your CSR strategy makes perfect sense, as they inherently align with the values of most corporate responsibility efforts. Here’s why this works:

1. Increasing Employee Engagement and Retention

Matching gifts demonstrate that a company is genuinely invested in its employees’ values and the causes they support. This type of engagement creates a strong sense of connection between the employee and the organization, enhancing loyalty and employee satisfaction. Additionally, matching gifts foster a sense of camaraderie among employees who may choose to contribute to similar causes.

Studies have even shown that employees who feel their company supports charitable causes are more likely to remain at that company long-term.

2. Boosting Charitable Contributions & Nonprofit Visibility

Matching gifts directly increase the funding that charitable organizations receive. By offering a matching gift program, companies effectively multiply the impact of each employee’s donation. This enables companies to make a significant impact on their chosen causes.

At the same time, when your company matches employee donations, the visibility of the causes they support increases. Many employees will share their experiences with their networks, raising awareness of the organizations they contribute to. This creates a virtuous cycle in which both the company and the charitable organizations gain exposure.

3. Promoting Corporate Values

When matching gift programs are aligned with the company’s CSR objectives, they allow the business to showcase its values in action. For example, if your company is committed to education, you can encourage employees to donate to schools and educational causes and match their gifts accordingly. By aligning the program with your company’s CSR values, you amplify the authenticity of your CSR initiatives.

4. Attracting Top Talent

More and more job seekers (especially in the younger generations) are prioritizing companies that demonstrate a commitment to social good. A robust matching gift program is a great way to attract talent that is passionate about philanthropy and social responsibility. This reflects positively on the company’s culture and enhances its reputation in the eyes of potential employees.

5. Stronger Brand Image

When your company supports social causes through matching gifts, it enhances its reputation as a responsible corporate entity. Customers, partners, and employees will view your company as one that prioritizes social responsibility, which can significantly impact brand loyalty and public perception.

6. Tax Benefits

Offering a matching gift program can also provide tax advantages to companies. Donations made through matching gift programs are often tax-deductible, and businesses may receive credit for their philanthropic contributions. This can create a win-win for both the company and the charities it supports.

How to Align Your Matching Gift Program with Corporate Values

To successfully integrate matching gifts into your CSR strategy, ensure your program aligns with your company’s core values and mission. Here are some key considerations:

1. Identify Key Focus Areas

Begin by identifying the causes that align with your company’s values and CSR goals. For instance, if sustainability is a significant component of your company’s mission, you might prioritize matching gifts to environmental organizations. If your company focuses on education or healthcare, those areas should be given priority in your matching gift program.

2. Communicate the Program’s Alignment

Once you’ve identified the key causes, communicate this alignment clearly to your employees. Make sure they understand that the matching gift program isn’t just a way to increase donations, but also to advance the company’s social responsibility goals. Highlight how their donations will be helping the causes that matter most to the organization.

3. Track and Report Results

To ensure your matching gift program effectively advances your CSR strategy, track matched donations and report on the results. These reports will help demonstrate the impact of your program and can be used in both internal and external communications.

Consider the following metrics:

• Total Donations Matched: Track the total amount of matched donations and the number of employees participating.
• Employee Engagement: Measure the increase in employee participation rates over time. Are employees donating more or more frequently because of the matching program?
• Cause Impact: Assess how much the matching gift program has helped the causes supported by your company. Has it led to more funding for those organizations?
• Public Perception: Gather feedback from employees and the public on how they view your company’s CSR efforts. Is the program helping strengthen your brand’s image?

These metrics can help you refine your CSR strategy and ensure that matching gifts are contributing to your larger goals. All in all, transparency in reporting helps build trust and shows that the company’s CSR efforts are making a tangible difference.

Best Practices for Implementing Matching Gifts in Your CSR

To maximize the overall success of your company’s matching gift program, consider these actionable best practices:

1. Simplify the Process

Make it easy for employees to submit their matching gift requests. Streamline the process by providing clear instructions and access to an intuitive matching gift platform or portal. The easier it is for employees to participate, the more likely they are to take advantage of the program, thereby increasing your company’s benefits.

Hint: Work with a CSR vendor platform that has matching gift auto-submission enabled to streamline the donor experience and facilitate more matches for employee donations!

2. Promote the Program Regularly

Keep matching gifts top of mind by regularly promoting the program through internal communications. Send reminders during key times of the year, such as during holiday giving campaigns or at the start of the year when employees may be making new donation decisions.

3. Provide Recognition

Recognize employees who participate in the matching gift program. Publicly acknowledge their contributions, whether through company newsletters or social media channels. Recognizing employees for their charitable actions not only boosts morale but also encourages others to follow suit.

Wrapping Up & Next Steps

Aligning your company’s CSR strategy with matching gifts is a powerful way to increase both the financial and social impact of your efforts. Not only does it boost employee engagement, but it also enhances your company’s reputation, attracts top talent, and strengthens the causes that matter to your stakeholders.

Now is the time to evaluate your existing CSR strategy and explore how matching gifts can be integrated within it. By aligning these programs with your core values and focusing on effective communication, promotion, and measurement, you can ensure your company’s CSR initiatives make a real difference.

With the right approach, matching gifts can become a cornerstone of your long-term CSR success.

Corporate philanthropy has always played a vital role in supporting nonprofit organizations and communities. However, in recent years, the landscape of corporate giving has evolved, and businesses are rethinking how they contribute to social causes. One of the most influential shifts has been the rise of matching gifts, a form of corporate giving that allows employees to double or even triple their donations through employer matches. As corporate giving continues to expand and evolve, the future of corporate philanthropy (and matching gifts in particular) holds enormous potential for both companies and nonprofits.

In this post, we’ll explore the key trends shaping corporate giving, how companies (and nonprofits) are adapting to the changing landscape, and how organizations can capitalize on these opportunities to drive long-term success. This will include:

• The Evolving Landscape of Corporate Philanthropy
• Key Trends Driving the Future of Corporate Philanthropy
• The Role of Matching Gifts in the Future of Corporate Giving
• How Companies Are Adapting Their CSR Strategies for the Future
• How Nonprofits Can Leverage Corporate Philanthropy Trends
• The Impact of Technology on Corporate Philanthropy

Corporate philanthropy has seen a steady rise over the past few years, with corporate matching gift programs emerging as a critical component of workplace giving. As we move forward, matching gifts are expected to continue expanding in both scope and impact, helping companies engage employees and nonprofits raise more funds. Understanding these shifts and how they align with overall CSR strategies is crucial for both companies and nonprofits looking to maximize their social impact.

Now, let’s take a deeper dive into the future of corporate philanthropy and how these trends will shape the sector in the years to come.

The Evolving Landscape of Corporate Philanthropy

Corporate philanthropy has always been a way for businesses to contribute to society, but it’s no longer just about writing a check at the end of the year. Companies are now more intentional in their philanthropic efforts, aligning them with broader Corporate Social Responsibility (or CSR) goals that focus on making a positive impact on society, the environment, and the workforce.

Today, corporate giving is shifting toward long-term, sustainable initiatives. Companies are increasingly recognizing that their CSR strategies need to reflect a commitment to social good rather than just financial contributions. With the rise of employee-driven giving initiatives like matching gifts and other programs, businesses are not only promoting charitable giving but also fostering employee engagement, loyalty, and brand reputation.

Growth of Corporate Giving

Corporate giving has been growing steadily over the past few years, reaching record-breaking figures. In fact, the most recent Giving USA report indicates that corporate giving reached $44.4 billion, with matching gift programs accounting for a significant share. What’s driving this growth? For one, there’s an increasing recognition of the importance of giving back. Additionally, both consumers and employees are demanding that companies do more to contribute to the communities they serve.

But it’s not just large enterprises that are getting involved; small and mid-sized companies are also stepping up their philanthropic efforts. Many are offering matching gift programs, volunteer grants, and other workplace giving initiatives. The future of corporate philanthropy is poised to be more inclusive, with businesses of all sizes playing an active role in supporting charitable causes.

Key Trends Driving the Future of Corporate Philanthropy

As the landscape of corporate philanthropy continues to evolve, several key trends are driving the future of workplace giving. These findings are shaping how companies approach corporate social responsibility and matching gift programs.

Here’s what we can expect to see more of in the years to come:

1. Increased Focus on Employee-Driven Giving

Employee engagement is a central theme in the future of corporate philanthropy. Companies are recognizing the power of their workforce to drive charitable giving, and many are rolling out year-round programs that encourage employees to get involved. By offering matching gifts and volunteer grants, for example, businesses empower employees to make a greater impact on the causes they care about.

2. The Shift Toward Year-Round Giving

While companies used to concentrate their giving efforts around specific times of year, such as the holidays or major fundraising events, there’s a growing trend toward year-round giving. Businesses are increasingly investing in continuous employee-driven giving initiatives, such as matching gifts and ongoing volunteer opportunities, to ensure philanthropy remains a consistent part of corporate culture rather than a one-time occurrence.

3. The Rise of In-Kind Donations and Volunteerism

In addition to financial contributions, many businesses are focusing on in-kind donations and corporate volunteering. These programs allow companies to donate goods or services rather than just money, which can be a valuable way to support nonprofit organizations. Volunteerism is also growing as companies recognize the benefits of giving employees the opportunity to contribute their time and skills to social causes.

The Role of Matching Gifts in the Future of Corporate Giving

Matching gift programs have been around for decades, but they are poised for even greater prominence in the future of corporate philanthropy. After all, matching gifts are an essential part of workplace giving because they allow employees to increase the impact of their donations.

As companies and employees both focus on maximizing their charitable impact, matching gifts are expected to become even more integral to corporate giving strategies. Here’s what we expect this to look like:

1. More Generous Matching Gift Programs

Many companies are becoming more generous with their matching gift programs. Increasing match ratios, raising the maximum donation amounts, and lowering the minimum donation requirements are just a few ways businesses are making matching gifts more accessible. This trend is likely to continue as businesses recognize the ever-growing importance of encouraging employee participation in philanthropic efforts.

2. Expanding Match Eligibility

Another key development is expanding matching gift eligibility to include more employees. Companies are increasingly offering matching gifts to part-time employees, retirees, board members, and even spouses. This broadening of eligibility is helping businesses engage a larger portion of their workforce in charitable giving, which is essential for expanding the reach and impact of matching gift programs.

3. Simplification of the Matching Gift Process

As more companies seek to streamline their matching gift programs, the processes involved with submitting and tracking matching gift requests are becoming easier. Tools like Double the Donation and other matching gift software platforms allow employees to quickly and easily submit their match requests. This simplification reduces barriers to participation and increases the likelihood that employees will take advantage of matching gift opportunities.

How Companies Are Adapting Their CSR Strategies for the Future

As we look toward the future of corporate philanthropy, companies are adapting their CSR strategies to meet the demands of employees, consumers, and nonprofit organizations alike. Here are a few ways businesses are evolving:

1. Integrating Corporate Giving with Business Strategy

More companies are integrating their philanthropic efforts into their core business strategy. By aligning their CSR objectives with their mission and values, businesses are creating a more authentic and impactful giving strategy. This alignment helps strengthen brand loyalty and attracts passionate employees who want to make a difference.

2. Increasing Transparency and Impact Reporting

Transparency is becoming increasingly important in corporate giving. Companies are expected to report on the impact of their philanthropic initiatives, including matching gifts. By providing detailed reports on how donations are being used and the difference they’re making, companies are enhancing their credibility and fostering greater trust with both employees and the public.

3. Focusing on Long-Term Partnerships with Nonprofits

Another key evolution in CSR is the move toward long-term partnerships with nonprofits. Rather than one-off donations or short-term collaborations, companies are seeking to build lasting relationships with organizations that align with their mission and values. These partnerships allow companies to create more meaningful, long-term impact, rather than just giving sporadically.

How Nonprofits Can Leverage Corporate Philanthropy Trends

Nonprofits have an incredible opportunity to tap into the growing trend that is corporate philanthropy. Here are a few impactful ways they can do so:

1. Promote Matching Gifts to Donors

Nonprofits can increase their revenue by promoting matching gift opportunities to their donors. Many donors are unaware that their employer will match their donation, so it’s crucial to actively educate and encourage them to take advantage of matching gift programs. For the best results, incorporate matching gift information throughout your social media, email marketing, donation process, nonprofit website, and more.

2. Build Relationships with Companies

Nonprofits should build long-term relationships with companies by focusing on corporate partnerships that align with their mission. By working closely with companies on charitable initiatives, nonprofits can ensure ongoing support and increase the impact of their programs. Keep in mind that your current donors’ employers can be some of your greatest prospects!

3. Keep an Eye on Program Updates

Make sure your team stays up to date on workplace giving program updates, as companies are refreshing their initiatives every day. The easiest way to do so? Use a matching gift database that tracks these changes and provides you and your donors with the information you need at your fingertips.

The Impact of Technology on Corporate Philanthropy

Technology has revolutionized nearly every aspect of business operations, and corporate philanthropy is no exception. While historically, enterprise CSR platforms were designed to meet the needs of the largest companies, advancements in technology have now made corporate giving software accessible to businesses of all sizes, including small ones. Today, any-sized companies can implement corporate giving initiatives, such as matching gift programs, thanks to user-friendly platforms that simplify the process.

These platforms, such as Selflessly, Millie, and Uncommon Giving, cater specifically to smaller businesses, allowing them to offer matching gift programs and other charitable giving initiatives. What’s more, many of these platforms are CLMA-certified, a designation by Double the Donation that recognizes providers with an integrated auto-submission feature for matching gifts. This innovation ensures that the matching gift process is as seamless as possible for donors, making it easier for individuals to submit matching requests and for companies to manage their contributions.

As more companies embrace these tools, more funding becomes available to nonprofits, creating a win-win situation for both the corporate world and charitable organizations.

In parallel, nonprofit technology continues to evolve, streamlining the donation and matching gift submission process for donors. This increased efficiency means donors can submit matching gift requests quickly and accurately, while nonprofits can track and manage corporate gifts more easily. As these technologies advance, they continue to reduce friction in the donation process, enabling nonprofits to raise more funds and engage more donors.

Wrapping Up & Next Steps

The future of corporate philanthropy is bright, with matching gifts at the forefront of this evolution. As companies continue to embrace employee-driven giving and expand their philanthropic efforts, nonprofits have a tremendous opportunity to capitalize on these trends to raise more funds and foster long-term relationships with corporate partners.

To stay ahead of these trends, both companies and nonprofits must focus on increasing transparency, embracing technology, and making corporate giving programs more accessible and impactful. By doing so, they can ensure the future of corporate philanthropy benefits all stakeholders.

For nonprofits aiming to make the most of matching gifts and broader workplace giving:

For companies looking to get started with or scale up their corporate giving:

In today’s corporate world, employee engagement and corporate social responsibility are more critical than ever. As a result, many companies offer matching gift programs to amplify their employees’ charitable contributions. But launching a matching gift program is only part of the process. Companies must also effectively market it internally to ensure employees are aware of it and motivated to participate.

In this blog post, we’ll explore actionable tips and strategies for businesses looking to market matching gifts internally, helping to drive participation and reinforce their commitment to giving back. We’ll cover:

• Why Marketing Matching Gifts Internally is Crucial
• Understanding Your Employees’ Motivations
• Developing a Clear Communication Strategy
• Leveraging Internal Communication Channels
• Making the Process Simple and Accessible (With Technology!)
• Offering Incentives and Recognition
• Promoting Matching Gifts During Key Times
• Using Employee Ambassadors to Spread the Word

Matching gift programs are a powerful tool for enhancing employee involvement and showcasing a company’s commitment to social good. However, many businesses fail to realize that launching a matching gift program is just the beginning. To truly benefit from these programs, businesses must know how to market matching gifts internally to drive awareness, excitement, and participation.

Whether you are introducing a matching gift program or looking to boost engagement with an existing one, an effective internal marketing strategy can make all the difference. Let’s dive in!

Why Marketing Matching Gifts Internally is Crucial

While many companies offer matching gift programs, the success of these initiatives often hinges on employee engagement. A common challenge for businesses is that employees may not be aware of the program, or they may not fully understand how to participate. As a result, corporations fail to realize the full potential of these programs, thereby missing the opportunity to foster a culture of philanthropy and deepen employee satisfaction.

In other words, effective internal marketing of matching gifts is essential for several reasons. These include:

• Increased Participation: Simply offering a matching gift program isn’t enough. Clear communication and consistent promotion are required to encourage employees to take advantage of the program.
• Enhanced Employer Brand: A well-communicated matching gift program signals to both current employees and potential hires that your company is committed to giving back to the community. This can improve employee retention and attract top talent to join your cause.
• Strengthened Company Culture: Promoting charitable contributions fosters employee pride and reinforces a culture of purpose and shared values. This leads to a strengthened workplace culture across the board.

When done right, marketing matching gifts internally can transform your company’s philanthropic efforts into a cornerstone of employee engagement. But if your internal marketing is lacking, you risk an underutilized program that doesn’t deliver the impact you expect.

Understanding Your Employees’ Motivations

Before diving into the logistics of marketing matching gifts well, it’s essential to understand what motivates your employees to participate in these programs. While a passion for charity may drive some employees, others may be influenced by their desire to align with a company that shares their values. Understanding these motivations will help you tailor your internal marketing strategy to resonate with your workforce.

You can start by conducting employee surveys or focus groups to gather insights into the causes they care about most. Some employees may want to support education, others healthcare, while others may have a particular interest in environmental causes. This information allows you to personalize your communication and show employees that your matching gift program is aligned with their passions, whatever they are.

At the same time, highlighting the personal benefits of participating in the matching gift program is essential. Emphasize how employees can make a bigger impact through their donations, and show them how easy it is to get involved.

Developing a Clear Communication Strategy

A key component of marketing matching gifts internally is developing a clear, consistent communication strategy that keeps your employee base up to date. This involves ensuring that eligible team members are aware of the program, understand how it works, and are motivated to participate.

Here are a few elements that should be included in your communication strategy:

1. Program Overview: Clearly explain what the matching gift program is and how it works. Include details such as the eligibility requirements, the types of donations that qualify, and the company’s matching ratio.
2. Benefits to Employees: Highlight the personal and professional benefits of participating in the program. For example, employees might feel a sense of fulfillment knowing they are making a bigger impact through matching gifts. Additionally, aligning the program with CSR initiatives can help employees feel proud of their employer’s charitable efforts.
3. Impact Stories: Share real-life examples of how employees’ contributions have made a tangible impact. These stories can help humanize the program and encourage others to get involved.
4. Regular Reminders: Employees often need to hear about programs multiple times before taking action. Use a variety of communication methods to send regular reminders about the matching gift program, especially around key charitable giving periods such as the holidays or Giving Tuesday.

Developing a clear communication strategy for your company’s matching gift program is essential to ensuring that employees are well-informed, sufficiently motivated, and actively engaged. When employees feel connected to causes they care about through your matching initiative, they are more likely to take action and contribute, which not only benefits the charitable organizations they care about but also enhances employee satisfaction and strengthens your company’s culture of giving.

Leveraging Internal Communication Channels

Once you’ve developed a comprehensive communication strategy, it’s time to leverage your internal communication channels to get the message out. Several platforms can be used to promote matching gifts effectively, and we recommend taking a combined approach.

Consider these internal communication channels as you build out your strategy:

1. Email Newsletters: Send regular employee emails with reminders about the matching gift program, featuring tips for participation and colleague success stories.
2. Intranet or Employee Portal: Create a dedicated page or section on your company intranet where employees can easily access program information and submit donation requests.
3. Company Meetings or Town Halls: Use company-wide meetings to discuss the importance of charitable giving and promote the matching gift program. This is also a good time to answer any questions employees may have.
4. Internal Social Media or Slack Channels: If your company uses internal social media or messaging tools, leverage them to raise awareness and share program updates.

All in all, using multiple communication channels ensures that employees engage with the matching gift program information in various contexts and are more likely to act upon it when the time arises.

Making the Process Simple and Accessible (With Technology!)

One of the most effective ways to increase participation in your matching gift program is by simplifying the process for employees. If the process is too complex or time-consuming, employees may be discouraged from taking action, even if they’re aware of the opportunity. Luckily, partnering with a top CSR or matching gift management portal can greatly enhance participation and streamline the process.

Plus, by working with CLMA-certified providers, such as Selflessly, Millie, Uncommon Giving, and more, you can even offer employees an intuitive, automated system for submitting matching gift requests. These platforms are designed to make the process as seamless as possible, allowing for auto-submission of matching gifts directly from the donation page. This removes friction and ensures that employees don’t have to manually track or submit their donation requests, which can otherwise be a barrier to participation.

By utilizing these advanced tools, you can ensure that the matching gift process is as straightforward as possible, encouraging greater participation and engagement from your workforce. This level of convenience not only enhances the impact of your matching gift program but also reinforces your company’s commitment to supporting employees’ charitable giving.

Offering Incentives and Recognition

Offering incentives and recognition is a powerful strategy to boost participation in your matching gift program while fostering a sense of community and excitement around giving back. By making employees feel valued and appreciated for their contributions, you can significantly increase engagement and encourage others to participate.

Here are a few ideas for doing so:

• Implement Recognition Programs: Publicly recognize employees who contribute to the matching gift program by highlighting their efforts in employee newsletters, company meetings, or on social platforms. Recognizing employees in front of their peers not only reinforces philanthropy’s value within your company but also motivates others to get involved. Acknowledgment can be as simple as a thank-you note or as formal as an employee-of-the-month-style award.
• Offer Exclusive Incentives: Consider tangible rewards for employees who actively participate in matching gifts or meet specific donation milestones. For example, you might provide additional donation matches for employees who contribute a specific number of donations in a year, or who participate in company-sponsored fundraising events. Other incentives could include extra paid volunteer days, gift cards, or the opportunity to direct a donation to a charity of their choice.

These efforts, regardless of their specific form, make employees feel more connected to the company’s charitable initiatives and the causes they care about. Whether through public acknowledgment or personal rewards, both recognition and incentives go a long way in motivating employees to take action and contribute to meaningful causes. By making participation enjoyable and rewarding, you create a positive cycle of generosity that strengthens both employee morale and your company’s impact on the community.

Promoting Matching Gifts During Key Times

Certain times of the year present natural opportunities to promote charitable giving, making them ideal moments to boost participation in your matching gift program. By aligning your program with key dates or seasonal campaigns, you can capitalize on employees’ heightened generosity during these periods.

Here are a few ideas to help you get started:

• Seasonal Campaigns: Tie your matching gift program to specific seasonal campaigns or awareness days, such as Earth Day, Breast Cancer Awareness Month, or National Volunteer Week. These events often resonate with employees and inspire them to give back to causes that align with their values.
• High-Value Match Opportunities: Another effective strategy is to run limited-time matching campaigns where the company increases its match for a specific period. For instance, hosting a “double match” week around the holidays or in conjunction with Giving Tuesday creates a sense of urgency and excitement.
• Employee Giving Days: Consider dedicating specific days to charitable giving, such as a company-wide “Volunteer Day” or “Giving Day,” where employees are encouraged to donate to causes important to them.
• Year-End Campaigns: The end of the year is traditionally a time when many people reflect on their charitable giving. By promoting the matching gift program now, you can encourage employees to make their donations and take advantage of matching opportunities. This could be paired with a “final chance” promotion or tax-related reminders to urge employees to use the matching gift program before year-end.

By strategically aligning your program with key moments, you not only increase visibility but also tap into the natural goodwill and excitement that comes with giving during these times. This creates a buzz around the program. It also encourages more employees to take part, making your matching gift program a central part of your philanthropic efforts.

Using Employee Ambassadors to Spread the Word

One of the most effective ways to market matching gifts internally is to empower employees to become program ambassadors. Employees who are passionate about the program can share their experiences with colleagues and encourage others to participate.

You can identify potential ambassadors by looking for employees who have already donated (and gotten their gifts matched) or who are particularly enthusiastic about the company’s charitable efforts. Then, provide them with the tools they need to promote the program. These could include talking points or branded materials, and encourage them to share their success stories with others. Doing so can lead to a significant uptick in program participation as employees are led by social proof.

Wrapping Up & Next Steps

Marketing matching gifts internally is a powerful way to boost participation, foster a culture of philanthropy, and enhance employee satisfaction. By developing a clear communication strategy, simplifying the process, offering recognition, and leveraging key moments, you can create a matching gift program that resonates with employees and drives real impact.

With the right internal marketing tactics, your company can successfully engage employees and reinforce its commitment to social good. Good luck!

In today’s workplace, employee engagement is a vital component of a thriving corporate culture, and one of the best ways to encourage engagement is through corporate social responsibility (CSR) programs. Matching gift programs, in which companies match their employees’ charitable donations, are an excellent way to foster engagement while giving back to the community. However, if your employees aren’t actively participating, you may not be reaping the full benefits of the program.

So, how do you know if employees are fully involved with matching gifts? In this article, we’ll cover 7 signs your employees aren’t engaging with matching gifts and offer tips to encourage greater participation. These include:

1. Low Participation Rates
2. Lack of Program Awareness
3. No Communication or Promotion
4. Limited Use of Matching Gift Tools
5. Minimal Donations or Unused Matching Opportunities
6. Negative Employee Feedback
7. Lack of Impact

Matching gift programs are one of the most powerful ways for companies to support employee-driven charitable giving while boosting workplace morale. These initiatives not only amplify the impact of employees’ contributions but also showcase your company’s commitment to social responsibility.

Understanding the signs that employees are not engaging with matching gifts is the first step in turning things around and ensuring that your program becomes a more effective and integral part of your company’s culture. Let’s begin!

1. Low Participation Rates

One of the most apparent signs that employees aren’t engaging with matching gifts is a low participation rate. If only a small percentage of your workforce is taking advantage of the program, it could indicate that employees don’t fully understand it, don’t see its value, or otherwise face barriers to participating.

To assess this concern, compare participation rates to industry benchmarks or your own historical data.

If there’s been a noticeable drop or if the numbers are consistently low, it may be time to evaluate your internal marketing and communications efforts. A lack of participation might indicate that employees are unaware of the program or need more substantial incentives to participate.

2. Lack of Program Awareness

A common reason why employees aren’t engaging with matching gifts is that they don’t know the program exists. If your employees aren’t aware of the matching gift program, they can’t participate. Many companies find that, despite offering matching gifts, employees don’t take advantage of them because they don’t know they exist.

In other words, it’s essential to assess how you’re promoting your matching gift program. If the communication has been sporadic or hidden deep within company resources, then awareness is likely to be low.

In fact, Double the Donation states that “Only 19% of companies include more than one paragraph regarding matching gift programs in their easily accessible employee handbook materials or websites.”

Therefore, regularly remind employees about the program through email newsletters, internal communications, meetings, and even social media channels. You can also create a dedicated page on your company’s intranet or internal portal where employees can easily find information about eligibility, the types of charities they can donate to, and how they can submit their matching requests.

3. No Communication or Promotion

Even if your matching gift program exists, it may not be effective if you aren’t actively promoting it. A lack of communication about the program can lead to a significant gap in engagement. For instance, if the program is mentioned only once a year or buried in a long email or internal memo, employees may overlook it.

To drive engagement, ensure the program is consistently promoted. In addition to general program announcements, regularly update employees with success stories of colleagues who have used the program. Show how the company’s matching gifts have supported essential causes. You can also highlight the overall impact of the matching gift program and regularly remind donors of upcoming donation deadlines.

Make sure to utilize all available communication channels (email, social media, company-wide meetings, and intranet pages) to keep the program top of mind for employees.

4. Limited Use of Matching Gift Tools

In today’s digital age, there are plenty of tools available to streamline and improve the matching gift process for employees. If your program or your employees aren’t utilizing these tools, it could be a sign that the process is too complex, unclear, or not integrated into their everyday workflows.

Corporate-facing matching gift software such as YourCause, CyberGrants, America’s Charities, and others can simplify the process of submitting matching gift requests and tracking donations. Meanwhile, CLMA-certified platforms like Uncommon Giving, Millie, and Selflessly even enable automated matching gift request processes that make it quick and easy for employees to complete their matches directly on their favorite charities’ websites.

If your employees aren’t using the tools provided, they might not be fully aware of how easy it can be to request a match. Review your company’s request process using your selected software and ensure the experience is user-friendly and well-integrated with your broader systems.

At the same time, it’s a good idea to provide training or walkthroughs for these tools to help employees navigate them easily. You might even consider setting up a help desk or dedicated contact point for employees with questions about using your matching gift tools.

5. Minimal Donations or Unused Matching Opportunities

A crucial indicator that your employees may not be fully engaging with the matching gift program is the number of unused matching opportunities. Suppose employees make small donations or choose not to take advantage of the full matching amount. In that case, it may indicate that they either don’t understand how the program works or don’t find it valuable enough to participate fully.

The problem could also lie in the program’s structure. Ensure that your matching gift program is easy to understand and that employees know exactly how much they can donate, which organizations qualify, and how much of their donations will be matched. It’s crucial that employees feel encouraged to take full advantage of the program, rather than donating only small amounts out of uncertainty or lack of interest.

For the best results, consider increasing the visibility of matching opportunities and adding reminders at critical times (such as near the end of the year or during corporate giving days). You can also promote special events or matching gift campaigns that encourage employees to donate more and have their contributions matched at a higher ratio.

6. Negative Employee Feedback

If employees are not engaging with matching gifts, one of the easiest ways to identify the root cause is by soliciting feedback. If employees express frustration, confusion, or disinterest in the program, it’s a clear sign that the initiative may need some refinement.

Collecting feedback through surveys, interviews, or focus groups can help you pinpoint the reasons behind low program participation. Some employees may find the matching gift process too complicated, while others may not understand the company’s commitment to supporting charitable causes. Addressing these concerns directly can lead to significant improvements in engagement.

For example, if employees are confused about eligibility, clarify which types of organizations are eligible for matching gifts and provide examples to guide donations. If employees feel the program lacks recognition, consider creating a system to acknowledge those who contribute to charity through the matching gift program.

Whatever feedback you receive, be sure to acknowledge and improve your efforts accordingly.

7. Lack of Impact

A significant sign that employees aren’t fully engaging with matching gifts is the lack of impact these initiatives have. When matching gift campaigns fail to achieve the expected level of participation, it may reflect a broader issue with employee engagement. The lack of strong engagement can lead to missed opportunities in recruitment, retention, and overall company morale.

Why? Companies with high employee engagement, especially in CSR programs, tend to retain talent longer and attract candidates who share similar values. However, if employees perceive that the matching gift program is ineffective or lacks purpose, it could signal a disconnect between the company’s corporate culture and its workforce’s values. This is especially true among younger generations, such as Gen Z, who prioritize social responsibility and community involvement in their career choices.

To address the limited impact of your matching program, it’s crucial to align it with causes that resonate with your employees. Make sure they have freedom of choice when it comes to matching gift recipients, and ensure involvement is as easy as can be. From there, share stories and statistics that highlight the positive outcomes of employee donations and the company’s contributions. This not only boosts morale but also demonstrates the value of the matching gift program in making a difference.

Wrapping Up & Next Steps

If you notice one or more of the signs listed above, it may be time to rethink your company’s approach to engaging employees with matching gifts. Boosting participation requires clear communication, easy-to-use tools, consistent promotion, and an ongoing culture of recognition. To turn things around, start by raising awareness, simplifying the matching process, and ensuring your employees feel valued for their contributions.

By actively addressing barriers to engagement and integrating the matching gift program into your company culture, you can increase participation, amplify the impact of charitable donations, and improve overall employee satisfaction. Good luck!

Your company has invested time, effort, and significant budget dollars into creating an employee benefit designed to do good: a matching gift program. This powerful form of corporate social responsibility allows your staff to support the causes they care about most while amplifying their impact through your company’s generosity. It should be a win for employee morale, community engagement, and your brand reputation. Yet, for many companies, these funds go frustratingly unclaimed year after year.

Why should this matter to a corporate leader? The estimated value of unclaimed matching gift funds in the U.S. alone ranges from $4 billion to $7 billion annually. That is a substantial sum of allocated corporate giving dollars that are not creating the employee engagement or community impact they were intended to. Beyond the lost philanthropic opportunity, a poorly executed program can lead to employee confusion, frustration, and the perception that the company is not serious about its CSR commitments.

By identifying the root causes of these failures, your company can transform its matching gift program from an overlooked liability into a celebrated, high-impact asset. In this guide, we’ll cover:

• Mistake 1: Treating the Program as a Hidden HR Perk
• Mistake 2: Making the Process a Bureaucratic Labyrinth
• Mistake 3: Restrictive Guidelines That Discourage Participation
• Mistake 4: Failing to Leverage Modern Corporate Giving Technology
• Mistake 5: Neglecting to Track Metrics and Measure True ROI

The good news is that these common pitfalls are completely avoidable. For every strategic error, there is a clear, actionable solution that companies can implement to streamline their operations, boost employee participation, and finally realize the full potential of their charitable matching efforts. By focusing on these fixes, you can ensure your generous commitment translates directly into real community impact and stronger employee affinity for your organization.

Mistake 1: Treating the Program as a Hidden HR Perk

The single biggest reason matching gift dollars go unclaimed is simple: employees do not know the program exists. Previously cited statistics show that a large majority of match-eligible donors are completely unaware that their employer offers a matching gift program. For companies, this represents a significant failure in internal marketing and communication.

Why? A matching gift program is not merely a line item in an employee handbook; it is a premium benefit, an engaging facet of corporate culture, and a powerful tool for recruiting and retention. When companies treat it like a passive offering, they are effectively wasting the investment and missing out on the associated goodwill.

Failing to integrate the matching gift benefit into every relevant touchpoint, from onboarding to regular internal communications, guarantees low uptake. Often, the information is buried deep on a CSR page or a difficult-to-find intranet site. Employees who have just made a donation are highly motivated to maximize their gift, but if the program details are not immediately accessible, the opportunity may be lost entirely.

The Fix: A Multi-Channel Marketing and Communication Strategy

Your company’s matching gift program is a significant employee benefit, and it should be marketed as one accordingly.

The solution to the problem involves consistent, multi-channel communication that ensures no employee can miss the opportunity. Here are a few ideas for doing so:

• Integrate into Onboarding: Introduce the matching gift program during the new hire orientation process. Frame it as a core value of the company and a benefit of employment, not just a policy detail.
• Leverage Executive Support: Send out an annual or quarterly email reminder about the program from the CEO or a senior leadership figure. A message from the top signals the program’s importance and sincerity.
• Utilize Existing Channels: Use internal newsletters, payroll stubs, company-wide meeting announcements, and internal social media channels to provide quick, clickable reminders about matching gift participation.
• Create a Dedicated, Easy-to-Find Hub: Ensure there is a single, easily searchable resource on your internal site dedicated exclusively to the matching gift program. This page should clearly outline the what, who, and how in simple language.

Quick Tip: Boost your matching program’s visibility by tying reminders to key giving seasons. Send out a brief email campaign during the last quarter of the year, reminding employees to submit matches for their Giving Tuesday and year-end donations. Creating a sense of urgency around the annual deadline dramatically increases the likelihood of action.

Mistake 2: Making the Process a Bureaucratic Labyrinth

Once an employee finds out about the matching gift program, the next major hurdle is a submission process riddled with friction. This is one of the most common and frustrating mistakes companies make when matching gifts. In fact, many legacy matching gift programs may still require employees to download and print multi-page PDF forms, attach a copy of the donation receipt, obtain a signature from the nonprofit, and then mail or fax all the documents to a specific HR or accounting department contact. This overly complex, manual process, often involving multiple steps and departments, quickly deters staff participation. If an employee’s attempt to simply double their $50 donation requires an hour of administrative work, they will rightly abandon the effort. The perceived hassle outweighs the philanthropic reward.

This friction barrier is often compounded by poor technology infrastructure. When an employee cannot easily find the submission form or the specific criteria for the nonprofit they supported, they are forced to contact HR directly, which creates unnecessary work for both parties and slows down the entire process. The result is a system designed to discourage participation rather than encourage it.

The Fix: Streamline the Submission Flow with Simple, Digital Tools

The key to overcoming the friction barrier is automation and simplification, ideally through a dedicated corporate giving platform.

• Establish Clear, Consolidated Steps: Provide a step-by-step guide for employees that is visual and easy to follow. If the system requires a manual task, such as uploading a receipt, make the upload function simple and mobile-friendly. The less an employee has to think about the process, the more likely they are to complete it.
• Embrace Digital Forms: Move away from paper forms entirely. The entire request process should be housed within a single, secure online portal. Employees should be able to complete and submit their requests digitally in under 5 minutes.
• Auto-Populate and Verify: Use software that can auto-complete online request forms and collect the necessary donation details directly. Leading solutions like Double the Donation, for example, simplify the process for the employee by streamlining submissions, making the path to completion almost effortless.

Mistake 3: Restrictive Guidelines That Discourage Participation

A matching gift program is a tool for employee empowerment, but overly stringent eligibility rules can make employees feel like the company is limiting their freedom or trying to save money. Common program design flaws include imposing low annual maximums, high minimum donation amounts, or narrowly restricting the types of eligible nonprofits. For example, a company that only matches gifts to educational institutions, while excluding health or environmental causes, may alienate employees who are passionate about these other areas. These restrictive program guidelines are one of the most common mistakes companies make when it comes to matching gifts.

The goal of a matching gift program should be maximum, high-impact employee engagement. When the match cap is set too low, highly generous employees quickly hit the limit, dampening their incentive for the remainder of the year. Similarly, excluding donations to organizations solely on the basis of sector (e.g., excluding religious-affiliated organizations that still perform charitable services) can feel exclusionary and reduce participation across the board.

The Fix: Broaden Scope and Raise Limits to Maximize Empowerment

To ensure the program is viewed as an expansive benefit, companies should review their program guidelines every 1-2 years and work to make them more generous and inclusive. Here are a few ways that your business could do so:

• Increase the Annual Cap: Data consistently shows that higher matching gift caps directly correlate with significantly higher employee participation rates. Consider raising the annual limit to a level that genuinely encourages significant giving, such as $5,000 or more, to signal a serious commitment to philanthropy.
• Broaden Nonprofit Eligibility: Unless legally mandated, avoid excluding entire sectors of 501(c)(3) organizations. A general policy of matching donations to any certified charitable organization empowers employees to support the diverse causes that truly matter to them.
• Align with Corporate Goals, Not Just Savings: While fiscal responsibility is important, the core objective must be impact and engagement. If your goal is to boost employee morale and demonstrate corporate values, consider designing rules that make participation easy and rewarding. This could be achieved by offering a higher match ratio (2:1 or even 3:1) for causes aligned with specific company sustainability or community initiatives.

Did You Know? Research indicates that matching gift programs with annual caps of over $10,000 can see an employee engagement rate up to 40%. This shows a direct correlation between the generosity of the policy and the workforce’s enthusiasm. When companies show serious commitment, employees respond by giving more.

Mistake 4: Failing to Leverage Modern Technology

Many companies still manage their corporate giving and matching gift programs using fragmented systems: an HR platform for employee records, an internal shared folder for storing forms, and an accounting system for processing checks. This siloed approach is perhaps the most critical of the matching gift mistakes companies make, as it creates the foundation for all other administrative failures.

Without a centralized, automated platform, the company cannot efficiently verify donations, track request statuses, or handle the necessary communications with nonprofits. The verification stage becomes a bottleneck, causing long delays that often frustrate both the employee and the benefiting nonprofit.

The Fix: Implement a Dedicated CSR Solution

The solution is to invest in dedicated CSR software or a matching gift automation platform. This technology centralizes the entire process, automating the most time-consuming steps for both the employer and the nonprofit.

• Automation for Verification: Use a system that can digitally verify the employee’s donation status and employment eligibility. This technology significantly reduces the time and labor required to confirm a match, thereby accelerating the payout process and enhancing the overall experience for all stakeholders.
• Centralized Tracking and Reporting: A comprehensive platform offers a single, real-time dashboard to track all employee requests. This allows the CSR or HR team to see which requests are pending, which are awaiting nonprofit verification, and which have been paid. This visibility helps prevent requests from falling through the cracks, a common problem with manual processes.
• Seamless Employee Experience: Modern tools can be integrated directly into your internal HR or benefits portal, enabling employees to easily search for program details and initiate the request process within seconds. This focus on user experience is the defining factor between a successful and a stagnant program.

Mistake 5: Neglecting to Track Metrics and Measure True ROI

The final mistake is a failure to treat the matching gift program like any other business investment by rigorously measuring its results. Too many companies simply track the total dollars matched, stopping short of measuring key performance indicators (KPIs) that reveal the program’s true health and impact. Without granular data, companies cannot identify which departments are participating, what communication methods are working, or which program rules are causing friction. This lack of insight prevents continuous improvement and optimization.

If a company cannot clearly articulate the Return on Investment (ROI) of its matching gift program, not just in terms of dollars, but also in terms of employee engagement and community impact, it risks having the program undervalued or perpetually under-budgeted during annual reviews.

The Fix: Define KPIs and Use Data to Drive Program Optimization

Success requires moving beyond simple output tracking (total matched) to measuring input and process efficiency. Consider the following steps your company can take to do so:

• Define Core KPIs: Measure critical metrics such as:
  • Participation Rate: Percentage of eligible employees who submitted at least one match request.
  • Match Submission Rate: Number of matches submitted compared to the total number of employee donations identified (if possible).
  • Time-to-Match: The average time it takes from employee submission to the final check being sent to the nonprofit.
  • Departmental Engagement: Participation broken down by business unit to target low-performing areas with specialized promotions.
• Analyze the Data for Optimization: Then, use these metrics to inform your strategy. For instance, if data shows that employees in the Boston office have a 30% participation rate while those in the Seattle office have a 5% participation rate, you know exactly where to focus your next internal marketing push. If the time-to-match consistently exceeds three months, the data may suggest a flaw in the verification or payment process that requires streamlining.
• Report Impact Internally and Externally: Utilize the gathered data to create compelling internal reports that highlight the program’s success and its contribution to achieving company-wide CSR goals. Report the total number of nonprofits supported and the combined community impact to reinforce the value of the program to both executives and employees.

By defining key performance indicators and leveraging data to drive program optimization, your company can ensure that its matching gift program not only tracks success but also actively improves over time. Meanwhile, regularly analyzing these metrics enables informed decision-making, helping refine strategies and increase efficiency.

Wrapping Up & Next Steps

A robust, well-executed matching gift program is one of the most powerful and efficient ways for a company to demonstrate its commitment to corporate social responsibility while fostering a deeply engaged and loyal workforce. The unfortunate reality is that many companies inadvertently sabotage their own efforts by falling victim to easily avoided design and execution flaws. By recognizing these five common matching gift mistakes companies make, your business can take immediate corrective action.

The time to transform your matching gift program from an administrative headache into a strategic asset is now. Take the next step by auditing your current program and implementing the automated solutions that will finally ensure your corporate generosity reaches its full potential.