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:

• Why Matching Gift Appreciation Matters
• When to Thank Matching Gift Donors
• Top Matching Gift Appreciation Ideas to Consider
• Leveraging Matching Gift Appreciation for Future Engagement

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.

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:

• What Are Workplace Giving Programs?
• Beyond Matching Gifts: Types of Workplace Giving Programs to Consider
• Why Matching Gift Donors Are Ideal for More Workplace Giving Programs
• Tips to Involve Matching Gift Donors in Other Workplace Giving Programs
• How to Track and Report on Multiple Workplace Giving Programs
• Leveraging Technology to Streamline Workplace Giving

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.

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

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

In this guide, we will cover the following:

• Essential Strategies for Leveraging Matching Gifts on Giving Tuesday

• Advanced Practices for Maximizing Matching Gifts

• The Importance of Matching Wednesday (& Tips for Success)

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

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

Essential Strategies for Leveraging Matching Gifts on Giving Tuesday

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

1. Make Matching Gifts Front and Center

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

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

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

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

2. Clarify the Matching Process and Eligibility

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

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

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

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

3. Incorporate Urgency with Deadlines

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

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

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

4. Use Matching Gifts as a Way to Maximize Donations

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

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

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

Advanced Practices for Maximizing Matching Gifts

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

1. Engage Corporations for Matching Gift Campaigns

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

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

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

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

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

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

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

3. Send Custom Follow-Up Emails

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

• Thanks them for their donation.

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

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

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

4. Incentivize Donors with Recognition

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

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

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

The Importance of Matching Wednesday (& Tips for Success)

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

1. Matching Wednesday Builds on the Momentum of Giving Tuesday

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

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

2. Matching Wednesday Offers a Second Chance for Donors

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

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

3. Matching Wednesday Boosts Your Overall Campaign

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

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

Conclusion and Resources for Nonprofits

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

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

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

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

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

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

• Understanding the Basics of Matching Gifts

• Marketing Matching Gifts on Your Website

• Collecting Employment Data for Better Matching Gift Outreach

• Identifying Matching Gift Opportunities

• Understanding Effective Promotions and Best Practices

• Integrating Matching Gifts into Your Year-End Campaigns

• Leveraging Tools and Technology to Streamline the Matching Gift Process

• Forming Corporate Partnerships in Matching Gift Success

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

1. Understanding the Basics of Matching Gifts

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

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

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

2. Marketing Matching Gifts on Your Website

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

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

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

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

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

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

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

3. Collecting Employment Data for Better Matching Gift Outreach

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

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

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

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

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

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

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

4. Identifying Matching Gift Opportunities

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

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

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

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

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

5. Effective Matching Gift Campaigns: Examples and Best Practices

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

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

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

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

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

Other best practices include:

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

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

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

6. Integrating Matching Gifts into Your Year-End Campaigns

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

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

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

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

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

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

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

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

8. Forming Corporate Partnerships for Matching Gift Success

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

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

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

Next Steps

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

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

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

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

Matching gifts are more than just a smart fundraising tactic. They’re a key motivator that can significantly increase donor engagement and generosity. When individuals know their gifts will be matched by their employers, they feel empowered, validated, and even excited about giving.

But what is it about matching gifts that makes people give more? In this post, we’ll dive into the psychology behind matching gifts, exploring the emotional and cognitive triggers that make this strategy so effective.

From the power of social proof to the satisfaction of doubling your impact, we’ll uncover the reasons donors are more likely to say “yes” when matching opportunities are on the table. And we’ll do so by walking through the following:

• Understanding Matching Gifts
• How Matching Increases Gift Conversion Rates
• Why Matching Drives Larger Donations
• How Matching Encourages Ongoing Engagement
• Using Psychology to Heighten Matched Giving: Top Tips

Ready to supercharge your fundraising efforts with the right matching gift ideas and strategies? Read on to find out how you can do so.

Understanding Matching Gifts

Matching gifts are one of the most powerful, and often underutilized, forms of corporate philanthropy. At their core, employee matching gift programs are a way for companies to support the charitable giving of their staff by doubling (or sometimes even tripling) the donations they make to eligible nonprofits.

Here’s how it works: when an employee donates to a nonprofit, they can submit a request to their employer to match the gift. If the nonprofit qualifies under the company’s guidelines, the employer sends an additional donation (typically dollar for dollar) to the same organization. Some companies even match donations made by spouses or retirees!

For nonprofits, matching gifts represent a huge opportunity to maximize fundraising without asking donors to give more. According to Double the Donation research, an estimated $4–$7 billion in matching gift funds go unclaimed each year. That’s often because donors are unaware of their employers’ programs or how to initiate the match.

How Matching Increases Gift Conversion Rates

Matching gifts don’t just boost donation totals. They also significantly increase conversion rates on fundraising appeals. When donors know an employer or a sponsor will match their gift, they’re more likely to take action, give generously, and complete their donations without fail.

At its core, matching gifts tap into a powerful psychological principle: impact amplification. When a donor sees that their $50 donation will become $100, the perceived value of their gift instantly doubles without requiring them to give more. This sense of increased impact makes the decision to donate more compelling and urgent.

Matching campaigns also introduce a sense of social proof and credibility. Donors often feel more confident contributing to a cause that has the backing of reputable companies like theirs, reinforcing the idea that their support is part of something bigger.

But don’t just take our word for it: the data backs this up, too. In fact, the aforementioned matching gift studies have shown that:

• 84% of survey participants indicate that they’re more likely to donate if a match is offered.
• Donation response rates increase by 71% when a matching gift is mentioned.

This means that simply highlighting a matching opportunity on your donation page, email appeal, or social media post can lead to a significant uptick in both participation and revenue. By making matching gifts a visible part of your fundraising message, you not only raise more but also convert more supporters into committed donors.

Why Matching Drives Larger Donations

Next up, one of the most compelling benefits of matching gift programs is their ability to encourage donors to give more than they originally planned. When donors know their contributions will be matched by their employers, they’re often inspired to increase the size of their gifts to maximize their impact.

Why? Matching gifts create a simple, persuasive value proposition: the more you give, the more is matched. For example, if a donor considers giving $50 but realizes that a $100 donation will result in a $200 total impact, they’re more likely to stretch their giving to the higher amount. This dynamic taps into a sense of generosity, urgency, and effectiveness, making people feel that their increased contributions are more meaningful and efficient.

Not to mention, a donor may recognize the availability of a matching gift so long as they reach their employer’s minimum threshold. For example, let’s say a donor was initially planning to give $20 but established that their company will match gifts of $25 or more. In many scenarios, the individual would increase their initial gift size⁠—or even follow up with an additional gift⁠—in order to hit the minimum amount.

The result? Research consistently shows that matching gift offers lead to higher average donation amounts:

• 1 in 3 donors indicate they’d give a larger gift if matching is applied to their donation.
• Mentioning matching gifts in fundraising appeals increases the average donation amount by 51%.

Psychologically, matching provides positive reinforcement. Donors experience a greater sense of satisfaction knowing their generosity is being amplified and that they’re helping the organization in a bigger way without having to bear the full financial burden alone.

How Matching Encourages Ongoing Engagement

Matching gifts don’t just boost one-time donations—they also help build and grow long-term supporter relationships. By showing donors that their gifts are valued and amplified, matching gift programs can turn casual contributors into committed, repeat donors.

When a donor sees their employer stepping up to match their gift, it sends a powerful message: your support matters, and you’re not doing this alone. This reinforces a sense of community and shared purpose, which is a key driver of ongoing engagement. Donors feel more connected, not just to your organization but to a broader network of people and companies working toward the same goal.

This connection can lead to stronger emotional ties and increased loyalty. Donors who participate in matching gift programs are often more responsive to future appeals, especially when they see that your organization made it easy for them to multiply their impact the first time.

Matching gifts are also a great tool for reactivating lapsed donors. A compelling match offer can reignite interest by providing an added incentive to give again.

Using Psychology to Heighten Matched Giving: Top Tips

Successful fundraising isn’t just about asking for donations (or matches). It’s about understanding the motivations behind why people give.

By applying basic principles of psychology, nonprofits like yours can craft more compelling appeals that resonate emotionally, build trust, and ultimately lead to higher and more frequent contributions⁠ and matches.

Here’s how you can do so:

1. Leverage social proof.

Social proof is a psychological phenomenon that taps into our natural tendency to follow the behavior of others, especially in moments of uncertainty. In order to incorporate social proof into your matching gift strategy, we recommend:

• Featuring recent donor names (with permission) or anonymous tags like “A donor in Chicago just gave $50 that was matched by the Home Depot!”
• Including testimonials from donors who used matching programs: “I was thrilled to see that my company doubled my gift for a cause I care about!”
• Implementing counters or progress bars that show how many donors have given or how much has been matched so far.

In other words, when donors see that people like them are supporting your cause and taking advantage of matching gift opportunities, they’re more likely to do the same.

2. Mention matching before donors give.

For the best results, you’ll want to lead with matching gift language in your appeals and donation pages before donors give rather than first introducing the idea after the transaction.

Here’s how you can do so effectively:

• Include clear match offers in subject lines and headlines: “Your Gift, Doubled!”
• Make matching language visible above your donation form—not buried in a post-donation follow-up.
• Use bold, action-oriented phrases like “Double Your Impact Instantly” or “Activate a 2X Match Now.”
• Implement matching gift upsells to encourage larger, match-eligible donations as donors give.

All in all, supporters are more likely to give when they know ahead of time that their donations will be matched. Presenting the match opportunity prior to the donation decision increases motivation and urgency, ultimately driving more qualifying gifts.

3. Focus on increased impact.

Matching gifts can go a long way in increasing the impact of donations. For the best results, try framing matching in terms of the greater outcomes it makes possible.

Here’s how you can do so:

• Replace generic appeals with mission-driven language: “Your $50 becomes $100—enough to feed a family for two weeks.”
• Reinforce impact with concrete goals: “We need just 25 more matched gifts to fund an entire classroom.”
• Use visuals or infographics to illustrate the multiplier effect of matching gifts.

Rather than just saying a gift is doubled, demonstrate to donors what their increased impact accomplishes. This engages their emotions and makes the giving experience more rewarding.

4. Celebrate successful matches.

Matching gifts, like donations, shouldn’t be a one-time thing. Ideally, each time your match-eligible supporters contribute to your cause, you’ll want them to complete the match request process.

Therefore, thank donors enthusiastically⁠, and highlight the collective achievement of match milestones to communicate impact and celebrate matching gift success. This includes:

• Sending personalized thank-you emails that mention the match: “Thanks to your generosity, and your company’s match, your $100 just became $200!”
• Posting public match updates on social media or in newsletters: “Together, we raised more than $25K from matched donations—thank you!”
• Organizing shoutouts or honor rolls for matched donors (with permission), reinforcing social proof and gratitude.

All in all, acknowledging and celebrating successful matching gifts reinforces positive feelings and increases the likelihood of future giving. It also signals transparency and appreciation, keeping donors involved in giving and matching for the time to come.

Final Thoughts & Further Reading

Understanding the psychology behind matching gifts can help nonprofits not only increase revenue but also build deeper, more meaningful connections with donors. By tapping into human instincts like reciprocity, social influence, and urgency, you can inspire supporters to act and to give more generously.

When matching gifts are positioned effectively, they don’t just boost donations. They increase donor satisfaction and long-term engagement. Ready to harness the power of psychology in your next campaign? Matching gifts may be your smartest play yet.

To learn more about corporate gift-matching and beyond, we strongly encourage you to check out the following resources:

• Double the Donation’s Matching Case Studies. Learn how other organizations are benefiting from matching gifts! Explore case studies from the industry-leading matching gift provider.
• Corporate Giving and Matching Gift Statistics. Matching gift statistics can go a long way in understanding and communicating the value of matching gifts. Check out key findings here!
• Trends in Corporate Philanthropy: How to Tap In. As matching gifts continue to grow, the corporate philanthropy landscape is shifting. Check out key trends and strategies to know.