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.

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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.

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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.

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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.

Let’s face it: matching gifts have massive potential. Still, turning that potential into consistent, long-term success requires more than just a few one-off campaigns or occasional reminders. If you want to truly maximize your revenue, you need a matching gift strategy that’s sustainable, scalable, and integrated into the core of your fundraising efforts.

That’s where we come in. This post is your no-fluff guide to building a matching gift program that doesn’t just work today but keeps working for you year after year.

We’ll cover:

• Starting With a Solid Matching Gifts Foundation
• Securing Leadership Buy-In for Matching Gifts
• Acquiring Team Member Buy-In for Matching Gifts
• Integrating Matching Into Your Existing Tech Stack
• Automating As Much of the Process as Possible
• Educating and Engaging Your Audience
• Ensuring Your Strategy is Scalable for Long-Term Success

By focusing on long-term infrastructure instead of short-term wins, your organization can unlock the full potential of matching gifts without overwhelming your team. Whether you’re starting from scratch or looking to strengthen your existing approach, the following sections will walk you through each building block of a sustainable matching gift strategy.

Let’s start at the foundation: making sure you have the right systems, data, and tools in place to support lasting success.

Starting With a Solid Matching Gifts Foundation

Before you can build a thriving, long-term matching gift strategy, it’s crucial to begin with a solid foundation. Matching gifts are a powerful form of corporate philanthropy, but to unlock their full potential, your organization needs clear internal processes, strong data hygiene, and a commitment to education, both for your team and your donors.

Here’s what you can do to get started.

Understand the Basics of Matching Gifts

A matching gift is a donation made by a company to match an employee’s charitable contribution, often dollar for dollar. Many companies offer matching gifts, but if your organization doesn’t have a system to identify eligible donors or promote these opportunities, you could be leaving significant funding on the table.

The first step is making sure everyone on your team understands what matching gifts are and why they matter.

Discover everything you need to know about corporate matching! Access Double the Donation’s Ultimate Guide to Matching Gifts today.

Audit Your Current Process

Do you have a system in place to track matching gift opportunities? Are your donation forms optimized to collect employment information?

Take time to audit your current donor journey and identify where matching gift conversations can be naturally inserted—whether that’s through confirmation pages, follow-up emails, or annual campaigns.

Invest in the Right Tools

Technology plays a key role in establishing a strong matching gift foundation. Consider investing in a matching gift automation platform to help identify match-eligible donors, trigger personalized follow-ups, and even submit matching gift requests on behalf of donors.

By taking time to build this foundation, you set your organization up for long-term success. A sustainable matching gift strategy starts with structure—once that’s in place, scaling becomes far more achievable.

Securing Leadership Buy-In for Matching Gifts

One of the most critical—and often overlooked—steps in creating a sustainable matching gift strategy is securing leadership buy-in. Without the support of your executive team, it’s difficult to allocate resources, implement necessary tools, or build a culture that values and promotes matching gifts.

Here’s how to get your leadership on board⁠—and why it matters.

Make the Business Case

Start by framing matching gifts as a strategic opportunity. Matching gifts are essentially “free money” that can significantly increase individual donations with minimal extra effort.

Share data on how much funding your organization may be missing out on, and highlight how even a small investment in tools or staff time can yield a strong return. Metrics speak volumes—especially to decision-makers focused on ROI.

Align With Organizational Goals

Connect matching gift opportunities to your broader development strategy. Whether your organization is focused on diversifying revenue, increasing donor retention, or deepening corporate partnerships, matching gifts can support those goals.

Demonstrate how a strong matching gift program enhances donor engagement and provides new entry points for corporate relationships.

Share Success Stories

Real-world examples help make the concept tangible. If your organization (or a like-minded peer) has seen strong results from matching gifts, showcase those outcomes. Illustrate how a focused effort led to increased revenue, greater donor satisfaction, or a stronger culture of philanthropy.

Success stories help leadership visualize what’s possible.

Position It as a Scalable Solution

Emphasize the sustainability and scalability of matching gifts. Unlike some fundraising strategies that require ongoing, high-touch efforts, a well-built matching gift program can be largely automated. Once systems and messaging are in place, the program can grow with a relatively low lift, making it a smart, long-term investment.

Ask for Specific Support

Leadership buy-in is more than passive agreement; it’s an active endorsement. Clearly articulate what you need from leadership: a budget for software, cross-departmental collaboration, or space in strategic planning conversations. The more specific your ask, the easier it is for leadership to say yes and champion the effort.

With leadership aligned and invested, your matching gift strategy can gain real traction. Their support can unlock funding, drive internal enthusiasm, and help embed matching gifts into the fabric of your fundraising operations.

Acquiring Team Member Buy-In for Matching Gifts

While leadership support sets the tone, your matching gift strategy truly comes to life through the rest of your team. Whether it’s frontline fundraisers, marketing staff, database managers, or volunteers, everyone has a role to play in identifying and encouraging matching gift opportunities.

That’s why acquiring team member buy-in is essential for long-term success. Here are a few things you can do to help!

Explain the “Why” Behind Matching Gifts

Start by helping your team understand the impact matching gifts can have—not just in terms of revenue but in donor engagement and stewardship. When team members grasp that matching gifts can double donations without asking donors for more money, they’re much more likely to prioritize them in their day-to-day work.

Connect Matching Gifts to Their Roles

Each team interacts with donors in different ways. Fundraisers can ask about employer giving during donor conversations. Communications staff can weave reminders into email campaigns and newsletters. Data managers can track employer info in your CRM.

When team members see how matching gifts align with their specific responsibilities, they’re more likely to take ownership.

Provide Tools and Talking Points

Equip your team with simple, repeatable resources. Provide email templates, call scripts, FAQs, and access to matching gift lookup tools. The goal is to remove the guesswork and make it as easy as possible for anyone on your team to mention matching gifts confidently and consistently.

Celebrate Early Wins

Recognition goes a long way. When a team member helps a donor secure a matching gift, celebrate it—publicly if possible. Highlighting these small victories reinforces the behavior and shows that their efforts are making a real difference. Consider tracking and sharing metrics, like total match revenue or number of matching gift submissions, to keep momentum going.

Make It Part of Your Culture

Ultimately, matching gifts should be embedded into your organization’s fundraising culture, not treated as an afterthought. Add matching gift education to new staff onboarding, include it in campaign planning checklists, and bring it up in regular team meetings. The more familiar and routine it becomes, the more naturally it will be integrated into daily work.

With team-wide buy-in, your matching gift strategy gains the consistency and enthusiasm it needs to grow. When everyone sees themselves as part of the effort, matching gifts become a shared opportunity rather than a siloed task.

Integrating Matching Into Your Existing Tech Stack

One of the most innovative ways to scale your matching gift efforts is by integrating them directly into the tools you’re already using. From donation forms to CRMs to peer-to-peer platforms, embedding matching gift functionality across your tech stack ensures that you’re identifying more match-eligible donors and automating the follow-up process—without adding manual work.

Choose the Right Matching Gift Tool

Not all matching gift platforms are created equal. When evaluating tools, prioritize those that integrate seamlessly with your existing systems, especially your donation platform, CRM, and peer-to-peer fundraising software.

Connect the Platform to Your Donation Forms

Your donation form is a high-traffic, high-intent touchpoint, making it a prime location for capturing employer information and prompting donors to check their matching gift eligibility. Look for tools that embed directly into your form and offer real-time search capabilities so donors can take action without leaving the page.

Sync With Your CRM

Integrating matching gift tools with your CRM ensures that donor data stays centralized and actionable. With matching gift status, employer information, and submission progress tracked in your CRM, your team can personalize outreach, report on results, and avoid duplicate efforts. It also opens the door to automated follow-ups and smarter segmentation.

Don’t Overlook Peer-to-Peer and Event Fundraising

Peer-to-peer campaigns, DIY fundraisers, and events are often missed opportunities for matching gifts. Integrating matching capabilities into your peer-to-peer and other event software allows you to prompt both donors and fundraisers to check for match eligibility, turning every participant into a potential matching gift multiplier.

By making matching gifts a natural part of your digital infrastructure, you’ll create a system that scales with your organization. The easier you make it for donors to complete the match process—and for your team to manage it—the more sustainable and impactful your strategy will become.

Automating As Much of the Process as Possible

A sustainable matching gift strategy isn’t just about promotion—it’s about efficiency. The more you can automate, the more you can scale without adding strain to your team.

From collecting employment information to screening for eligibility and sending timely follow-ups, automation is the key to turning matching gifts from a manual lift into a streamlined revenue generator.

For the best results, here’s what you should consider automating:

The Collection of Donor Employment Information

The first (and often most overlooked) step in the matching gift process is capturing employer data. By embedding an employer search field or dropdown in your online donation forms, you can gather this information directly at the point of giving.

Look for matching gift tools that offer autocomplete search functionality and real-time employer database connections to make this step quick and seamless for donors.

Matching Gift Eligibility Screening

Once you have employment data, the next step is determining whether a donor’s employer offers a matching gift program. Matching gift software can instantly screen employers against a vast corporate database, flagging match-eligible donors as soon as they give. This eliminates the need for manual research and ensures you don’t miss opportunities.

Personalized Follow-Up Outreach

Timing matters when it comes to encouraging donors to complete the match process. Automated follow-up emails, sent within hours or days of the original gift, can prompt donors to take the next step while the donation is still top of mind. Advanced platforms even allow you to personalize these emails with the donor’s employer name, matching gift instructions, and direct links to their company’s submission portal.

Tracking of Submission Status and Outcomes

Some tools can go a step further by tracking the status of matching gift submissions in real time. This allows your team to see which matches are in progress, completed, or need a nudge, without having to manually follow up. This visibility improves reporting accuracy, forecasts incoming revenue, and ensures no potential match falls through the cracks.

All in all, automating these key parts of the process frees your team to focus on higher-value activities, like building relationships, securing major gifts, or developing corporate partnerships. Instead of chasing down donor information or manually sending emails, your staff can work smarter, not harder.

Educating and Engaging Your Audience

Even the most robust matching gift program won’t succeed if your donors don’t know about it or don’t understand how to take advantage of it. That’s why ongoing education and engagement are essential.

By consistently promoting matching gift opportunities across your communication channels, you empower more donors to double their impact with minimal effort. Here’s how you can do so!

Make It a Core Message

Don’t treat matching gifts as a side note—make them part of your core donor messaging. From your website and donation forms to email newsletters and annual reports, regularly remind donors that their employers may match their contributions.

Use Clear, Simple Language

Avoid jargon and keep it straightforward. Many donors have never heard of matching gifts before, so your messaging should emphasize how easy it is: “Did you know your gift could be doubled by your employer at no extra cost to you?”

Simple, benefit-focused language helps demystify the process and encourages participation.

Add Visibility Across Multiple Channels

Promote matching gifts wherever donors engage with you. For the best results, this should include a combination of:

• Donation appeals that showcase matching gifts as a powerful way to double a donation’s initial impact.
• Thank-you emails with employer search tools or direct links to matching gift info.
• Social media posts highlighting matching gift success stories or company partners.
• Website pages dedicated to explaining the matching process and how users can check their eligibility.
• Printed materials like direct mail and event signage, especially for donor-centric campaigns.

The bottom line is this: the more often a donor sees information about matching gift opportunities, the more likely they are to act on it when the time comes.

Share Stories and Results

Donors are more likely to engage when they see real impact. Share testimonials from donors who successfully submitted matching gifts or show how matched donations helped fund a specific project.

Real-life examples create trust and demonstrate that the effort is worth it for a match.

Make the Process Easy

The more friction you remove from the process, the more likely donors will complete a match. Include step-by-step instructions, a searchable employer database, and support contact information for the best results.

After all, a donor may want to submit a match but get stuck—your job is to make sure they don’t give up.

By making matching gifts a consistent and compelling part of your donor engagement strategy, you’ll unlock more funding, deepen donor loyalty, and reinforce the idea that every gift, no matter the size, can go even further.

Ensuring Your Strategy is Scalable for Long-Term Success

Creating a matching gift program that works today is important, but building one that can grow with your organization is what ultimately sets you up for long-term success. A scalable strategy allows you to expand your reach, increase your revenue, and adapt to evolving donor behavior without constantly reinventing the wheel.

Check out these tips to do so:

Lean on Data and Reporting

You can’t improve what you don’t measure. Use your CRM and matching gift tools to track key metrics like match-eligible donors, follow-up rates, match completions, and revenue generated.

Establish regular reporting routines so you can identify trends, spot gaps, and continue to refine your strategy over time.

Future-Proof Your Tech Stack

Choose tools and platforms that can grow with you. Whether it’s a CRM that supports deeper automation or a matching gift plugin that integrates with peer-to-peer fundraising and events, your tech should be flexible enough to support expansion without requiring major overhauls down the line.

Keep Donor Experience Front and Center

As you scale, never lose sight of the donor journey. A scalable program should still feel personal and easy to navigate.

Continue to test messaging, optimize your touchpoints, and gather donor feedback to ensure the matching gift experience remains frictionless as your volume grows.

Foster Cross-Functional Collaboration

Sustainable success depends on collaboration across departments—development, marketing, IT, and leadership. Make matching gifts part of organization-wide planning, campaigns, and conversations. When everyone understands how they contribute to the program’s growth, scalability becomes a shared goal.

Revisit and Refresh Regularly

Scalability isn’t a “set-it-and-forget-it” exercise. Periodically assess your strategy to ensure it’s keeping pace with new opportunities, technologies, and donor expectations. A regular review cycle helps you stay agile and ready for whatever comes next.

By laying the groundwork for scale, you position your matching gift strategy not just as a short-term revenue boost but as a lasting tool for fundraising growth. With the right systems, tools, and mindset, your organization can continue to capture more matching gift dollars year after year.

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Final Thoughts & Further Reading

Matching gifts aren’t just an add-on; they’re a powerful part of a well-rounded fundraising strategy when treated with intention. By laying the groundwork now, you’ll create a program that delivers real impact for your team, your donors, and your mission.

Sustainability in matching gift fundraising isn’t about doing more—it’s about doing things smarter and more consistently. With the right infrastructure, automation, and internal alignment, you can build a program that grows over time and deepens your relationship with donors.

Ready to commit to a matching gift strategy that lasts? The long-term payoff is well worth the effort.

Keep learning! Check out these additional recommended resources to grow your knowledge on matching gifts, corporate giving, and more:

• Free Download: Improve the Donor Journey with Matching Gifts. Incorporating matching gifts throughout supporter touchpoints can go a long way. Find out how you can build a sustainable strategy throughout the donor journey here!
• Consolidating Corporate Giving Across Your Nonprofit Team. One of the best ways to increase your matching gift efforts involves consolidating the process across your team. Learn how you can do so with the insights in this guide.
• Top 20+ Matching Gift Companies: Leaders in Corporate Giving. Not sure where to get started? See if your donors work for the particularly generous employers in this company compilation.