How Nonprofits Use Automation to Capture More Matching Gifts

How Nonprofits Use Automation to Capture More Matching Gifts

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Matching gifts are one of the most powerful ways to increase fundraising revenue, yet many organizations leave this money on the table due to outdated, manual processes. The result? Every year, an estimated $4 to $7 billion in matching gift funds go unclaimed simply because donors don’t realize their employers offer them, or nonprofits lack the tools to follow up. 

That’s where automation comes in. Nonprofits of all sizes are now turning to technology to streamline the matching gift process: from identifying match-eligible donors to automating follow-ups and tracking outcomes.

In this post, we’ll explore how automation is helping nonprofits close the gap and unlock more of this untapped funding potential. Specifically, we’ll cover:

  • What is matching gift automation?
  • Benefits of using automation for matching gifts
  • How nonprofits are using matching gift automation in practice
  • 3 leading organizations raising more with automation
  • Choosing the right matching gift automation tool

Whether you’re part of a large development team or a one-person shop, smart automation can help you maximize every donation⁠, not to mention strengthen relationships with your supporters.

By the end of this post, you should have a clearer understanding of how automation works, why it matters, and how your organization can start capturing more matching gifts with less manual effort. Let’s dive in.

What is matching gift automation?

Matching gift automation can be generally defined as the use of technology to streamline and simplify the process of identifying, tracking, and securing employer matching gifts.

Traditionally, nonprofits have relied on largely manual matching gift methods, like asking donors to check with their HR departments or sending generic follow-up emails to encourage match submissions. These approaches are often time-consuming and ineffective, especially when donor data is incomplete or organizations lack the capacity to keep in touch consistently.

With automation, that process becomes much easier and more efficient. Matching gift automation tools can integrate directly with a nonprofit’s donation forms, CRMs, or other tools to identify and follow up with donors who work for companies with matching gift programs. Once a donation is made, these tools can:

  • Instantly notify donors if they are likely match-eligible
  • Provide direct links to their employer’s matching gift request forms
  • Send automated follow-up emails with personalized instructions
  • Track the status of match requests and completed matches

Some of the most widely used platforms—like Double the Donation and HEPdata—offer features that make it nearly effortless for nonprofits to capture more matching gift revenue while improving the donor experience.

Benefits of using automation for matching gifts

Matching gift automation offers numerous benefits to the organizations that adopt it. Here are some of the key advantages nonprofits tend to see when they get started with automation:

Increased Fundraising Revenue

The most obvious—and impactful—benefit is increased revenue. Automation helps identify more match-eligible donors in real time and nudges them to take action with timely reminders and direct links to their employer’s matching gift forms. When the process is this easy, more donors follow through, resulting in more matching gift dollars.

Time Savings for Staff

Without automation, staff may spend hours manually checking eligibility, sending follow-up emails, and tracking gift statuses. Automation eliminates much of that work, freeing up your team to focus on higher-level strategies like donor stewardship and campaign planning.

Better Donor Experience

Donors are more likely to complete a match when the process is simple and convenient. Matching gift automation tools can display company-specific instructions immediately after a donation is made, and follow up with helpful, personalized emails, making it easy for supporters to take the next step.

Real-Time Insights and Tracking

With automation platforms, nonprofits gain access to dashboards and reports that show how many donors are match-eligible, which companies are matching, and the status of each submission. These insights help organizations refine their strategy and report on matching gift impact more effectively.

How nonprofits are using matching gift automation in practice

As you can see, matching gift automation goes beyond just saving time. It actively drives more revenue by helping nonprofits engage donors more effectively at every stage of the donation process.

Here’s how organizations are putting automation into action with matching gifts:

Identifying Match-Eligible Gifts

One of the most powerful aspects of automation is real-time identification. As donors fill out an online donation form, matching gift software can detect where they work, usually through a simple employer search field or some form of email domain screening.

The system then instantly checks the donor’s employer against a database of known matching gift companies and determines whether the individual qualifies for a matching gift. That immediate insight then helps organizations personalize follow-up messaging and avoid missing out on valuable matches.

Triggering Post-Donation Follow-Ups

After the gift is made, automation tools can kick in to send timely, personalized emails to match-eligible donors. These configurable email follow-ups often include:

  • Confirmation of employer match eligibility
  • Direct links to the donor’s company’s submission portal or forms
  • Step-by-step instructions to complete the match
  • Gentle reminders over the days or weeks following the donation

Because these messages are triggered automatically, nonprofits can engage each eligible donor in real time⁠, all without lifting a finger.

Empowering Matching Gift Auto-Submissions

Some automation platforms (i.e., Double the Donation) go a step further by enabling auto-submission. This feature allows donors to complete the matching gift process directly from the nonprofit’s donation page, without having to navigate away or fill out additional forms later.

In terms of matching gift automation, auto-submission is a game-changer. For donors whose employers are enrolled in supported platforms, the entire process can take just a few clicks. This removes friction and makes it far more likely that the match will be submitted and approved.

Power your matching gift program with the right software

3 leading organizations raising more with automation

Many organizations are already seeing significant returns from adopting matching gift automation. From major universities to veteran organizations and community radio stations, here’s how three nonprofit causes are using tools like Double the Donation to raise more with less effort:

University of Delaware

The University of Delaware needed a way to reduce the administrative burden of managing matching gifts while still maximizing the revenue potential. Before automation, the team spent significant time manually identifying match-eligible donors, sending reminder emails, and processing submissions.

Since implementing Double the Donation, the university has automated much of this workflow, and the results have been transformational.

“The most valuable aspect of Double the Donation is the time and effort that we save by having DTD send emails automatically. DTD eliminates the manual processes for mailings and emails to donors, enables us to anticipate incoming matching gifts more accurately, and lets us track the matching gifts we have received.”

Now, the team can focus more on donor engagement and strategic planning while letting automation handle the repetitive, time-consuming tasks. Better yet, they have real-time visibility into expected and received matches, allowing for more accurate forecasting.

How University of Delaware is seeing success with matching gift automation

Vietnam Veterans Memorial Fund

For the Vietnam Veterans Memorial Fund, matching gifts were a promising but underutilized revenue stream. The organization needed a solution that could both encourage donors to submit matches and make the process easier for them.

After adopting Double the Donation, they quickly saw the power of an integrated, user-friendly platform.

“Double the Donation has been a great resource for our organization! Integrating their platform was seamless, and the entire process was incredibly user-friendly. The tools and automated emails they provide have significantly boosted our matching gift revenue, making it much easier for donors to maximize their impact.”

By embedding the matching gift experience directly into the donation process and following up with helpful, automated reminders, the organization saw a noticeable increase in match completions. Automation didn’t just raise more money—it improved the donor experience and deepened engagement.

How Vietnam Veterans Memorial Fund is seeing success with matching gift automation

WMNF

WMNF, a community radio station in Florida, needed a solution that was easy to implement and would provide immediate value. Like many smaller nonprofits, the team didn’t have time to manually track donor employment information or send personalized match reminders.

That’s why automation was a perfect fit.

“Very easy set up and user interface. Sales and onboarding staff were very pleasant and helpful to work with. You get website widgets, integration with your donation checkout form, marketing materials, and email auto responders instructing and encouraging donors through the process. Great automated solution for nonprofits.”

WMNF now uses Double the Donation’s website plugin and automated email follow-ups to guide donors through the matching gift process. With automation fully integrated into their donation forms, they’re capturing more corporate gift opportunities without burdening their small team.

Looking for even more matching gift success stories? Check out Double the Donation’s case study compilation here.

Choosing the right matching gift automation tool

When it comes to unlocking matching gift revenue, automation is a powerful ally—but not all tools are created equal. Choosing the right matching gift automation platform can make the difference between a streamlined, revenue-boosting process and a system that creates more work than it saves.

Here are a few key factors to consider when evaluating your options:

Ease of Integration

The best automation tools plug seamlessly into your existing systems—whether you’re using a donation form, CRM, or peer-to-peer fundraising platform (or a combination of all three). Look for tools that offer easy, no-code integrations so your team isn’t stuck in a long implementation process.

Currently, Double the Donation stands out in this area, offering the industry’s most extensive list of integrations with over 90 fundraising platforms and CRMs. This broad compatibility ensures a smoother setup and less back-and-forth with your tech team.

User Experience—for Donors and Staff

Automation should simplify the matching gift process for everyone involved. That means intuitive donation form widgets, personalized follow-up emails, and user-friendly dashboards for your team.

Double the Donation’s interface is modern, clean, and designed with both the donor and fundraiser in mind. Donors receive employer-specific instructions immediately after giving, while staff can easily track match-eligible gifts and submission statuses in one place.

HEPdata also offers employer search and matching gift functionality, but the user experience tends to be less intuitive and often requires more manual intervention.

Customer Support and Onboarding

No matter how powerful a tool is, responsive support and onboarding can make or break the experience. For the best results, you’ll want a partner who understands the nonprofit space and is committed to your success.

Many organizations report positive experiences with Double the Donation’s onboarding team, highlighting their helpful, hands-on approach to setup and training. Their team also provides a robust library of marketing templates and other resources to help you promote matching gifts effectively year-round.

Scalability and Reporting

As your program grows, your tool should grow with you. Look for platforms that offer detailed analytics, custom reporting, and scalable workflows that support a growing donor base.

With customizable dashboards and real-time tracking, Double the Donation makes it easy to see which gifts are eligible, submitted, or matched—so you can report on ROI and optimize your outreach over time.

While there are a few tools in the market, Double the Donation consistently stands out as the top choice for nonprofits looking to increase matching gift revenue with minimal effort. Its deep integrations, donor-friendly experience, and cutting-edge features make it a favorite among fundraising professionals like yourself.

So take time to evaluate your needs, and don’t be afraid to ask for a demo to see various platforms in action. With the right tools in place, you’ll be well on your way to capturing more matching gifts and maximizing the value of every donation.

Wrapping up & additional matching gift automation resources

Matching gifts represent a massive opportunity for nonprofits. However, without automation, they’re easy to overlook. By integrating smart tools into their fundraising workflows, organizations can identify more eligible donors, simplify the match process, and boost revenue with minimal extra effort.

Whether you’re just getting started or looking to improve your current approach, adopting automation can transform how your nonprofit captures matching gifts. Now is the time to modernize your strategy and make sure no match goes unclaimed.

Ready to learn more about matching gift automation and beyond? Check out these additional recommended resources:

Raise more with matching gift automation software

Matching Gift Benefits Win-Win for Companies & Communities

Matching Gift Benefits: Win-Win for Companies and Communities

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In today’s world, employees and consumers alike expect companies to do more than just turn a profit. They want to see businesses giving back.

One of the most impactful yet often underutilized ways companies can support charitable causes is through matching gift programs. These initiatives allow companies to match the charitable donations made by their employees, effectively doubling (or even tripling) the support nonprofits receive.

Matching gifts don’t just benefit the nonprofits and communities they serve; they also offer powerful returns for companies in the form of enhanced employee engagement, stronger brand reputation, and deeper community ties.

In this post, we’ll explore how matching gifts create a win-win scenario for both corporations and the causes they (and their employees) care about. Let’s get started with the basics.

Who benefits from matching gift programs?

Matching gift programs create a ripple effect of benefits that touch multiple groups throughout the process. These include, but are not limited to, employees, companies, nonprofits, and the communities they collectively serve.

Let’s take a closer look at what each stakeholder gains from these initiatives:

Advantages of Matching Gifts for Companies

For businesses, matching gift programs are more than just an act of goodwill. They’re a strategic component of a company’s broader employee engagement and CSR (corporate social responsibility) efforts.

Here are some key benefits companies can expect:

  • Enhanced Brand Reputation: Consumers and clients increasingly favor businesses that give back. Matching gifts demonstrate a company’s commitment to social impact, allowing them to do exactly that.
  • Boosted Employee Morale and Retention: Employees feel proud to work for a company that supports causes they care about. This leads to higher job satisfaction and lower turnover.
  • Stronger Recruitment Appeal: Younger generations, especially Gen Z and millennials, actively seek employers with meaningful social responsibility programs. A matching gift initiative can be just what a company needs to stand out and recruit new talent.
  • Improved Community Relationships: Supporting local and global causes helps businesses build goodwill and long-term community trust.
  • Tax Benefits: Matching gift contributions can often be written off against a company’s total taxable income, creating financial incentives while giving back.

By implementing a matching gift program, companies position themselves as leaders in corporate citizenship, strengthening their workforce, improving public perception, and making a lasting difference in the communities they serve.

Advantages of Matching Gifts for Employees

Employees play a key role in driving matching gift programs, and they benefit just as much as their companies and the organizations they support. Here’s how:

  • Amplified Impact: When donations are matched, employees know their contributions go further, which increases their sense of personal impact.
  • Increased Engagement: Matching gifts help employees feel connected to both their employer and their community, fostering a deeper sense of purpose at work.
  • Greater Awareness of Philanthropy: Employees become more involved in charitable causes, often discovering new nonprofits and volunteer opportunities through company-sponsored programs.
  • Recognition and Empowerment: Many companies spotlight employee giving, which boosts morale and cultivates a sense of pride in company culture.

Ultimately, matching gifts empower employees to become more engaged citizens and ambassadors for change, both inside and outside the workplace.

Advantages of Matching Gifts for Communities and Nonprofits

Finally, matching gifts provide nonprofits and their greater communities with valuable support that extends far beyond individual contributions. These benefits include:

  • Increased Funding: With every matched donation, nonprofits receive more resources to deliver services and scale their impact.
  • Expanded Donor Base: Matching gift programs often motivate first-time donors to take the step, expanding visibility and growing support for the organization.
  • Greater Financial Stability: Predictable matching gift funds⁠, especially with strong tracking and revenue forecasting⁠, help nonprofits plan better and invest in long-term initiatives.
  • Stronger Corporate Partnerships: These programs often lead to ongoing relationships between nonprofits and businesses, opening doors for volunteerism, sponsorships, and additional joint campaigns.
  • Community Empowerment: Local organizations become better equipped to address real needs—whether it’s food insecurity, education, or environmental protection—resulting in stronger, healthier communities.

The final result is a more connected ecosystem where businesses, donors, and nonprofits work together to create sustainable, meaningful impact for the greater good. Talk about a win-win!

How to increase matching gift benefits for everyone involved

To fully realize the potential of matching gift programs, companies, nonprofits, and employees must work together to maximize participation, streamline the process, and increase awareness.

Here are key strategies each group can use to amplify their benefits:

1. For Companies: Make It Easy and Visible

  • Simplify the process: Use CSR or donation-matching software (like Benevity, YourCause, CyberGrants, or other similar platforms) to automate matching requests and approvals. This will save time for your and your employees.
  • Communicate regularly: Promote the program in onboarding, internal newsletters, and employee portals to keep it top of mind. The better your staff are aware of the opportunity, the more likely they are to participate.
  • Celebrate participation: Highlight employee donations and the causes they support in company updates or events to build enthusiasm. Recognizing involvement goes a long way in driving recognition and social proof!
  • Expand eligibility: Consider including retirees, part-time employees, team member spouses, or board members to broaden your impact. The broader your program criteria, the greater impact it can make overall.

Power your matching gift program with the right software

2. For Nonprofits: Educate and Encourage Donors

  • Promote matching gifts in donation forms and emails: Include a reminder like “Your gift may be eligible for a corporate match!” before, during, and after each donor gives. Plus, be sure to collect employment information on the giving form to help power your efforts.
  • Use a matching gift search tool: Provide an embedded tool on your website (such as a widget from Double the Donation or HEPdata) where donors can check if their employer matches donations and access forms and instructions in real-time.
  • Thank both donor and employer: Strengthen relationships with both parties by acknowledging matched contributions. This can include public recognition, small tokens of appreciation, and more.

Power your matching gift program with the right software

3. For Employees and Donors: Take Advantage of What’s Offered

  • Check eligibility: Many employees are unaware their company offers matching gifts. A quick check with HR or an internal giving portal can uncover valuable opportunities. Don’t be afraid to ask if you’re not sure how to get started!
  • Plan donations around matches: Consider making gifts during times when matches are promoted or doubled for special campaigns. This can allow you to spread your impact even farther.
  • Advocate internally: Encourage coworkers to participate and ask your company to enhance or expand the program if it’s underutilized. And if your company doesn’t currently match employee gifts, you can advocate for such a program to be developed in the first place!

By making participation seamless, raising awareness, and fostering a culture of giving, everyone—from nonprofits to businesses and their employees—can get more out of matching gifts. When all parties are aligned and proactive, the collective impact can be transformational.

Wrapping up & additional matching gift resources

Matching gift programs are more than just a philanthropic gesture. They’re a strategic investment in people, purpose, and community. Companies that embrace these programs not only amplify their social impact but also cultivate a workplace culture grounded in generosity and shared values. Meanwhile, nonprofits gain crucial support to fuel their missions and expand their reach.

Whether you’re a company looking to deepen your corporate social responsibility efforts or a nonprofit eager to unlock more donor potential, matching gifts represent a powerful tool for mutual growth. In other words, when generosity is matched, everybody wins.

Ready for even more information about matching gifts for companies and beyond? Check out these additional recommended resources:

Drive matching gifts with the right software