Surprising Matching Gift Facts Every Nonprofit Should Know
Matching gifts are one of the most underutilized revenue streams in fundraising. Every year, billions of dollars in matching gift funds go unclaimed because donors are unaware of these opportunities or don’t understand how to access the funds. With a little education and effort, and these surprising matching gift facts in your pocket, your organization can unlock hidden revenue and strengthen relationships with both donors and corporate partners.
In this guide, we’ll explore some of the most interesting matching gift facts you should know. These include the following:
- Matching Gifts Can Be Part of Broader Workplace Giving Programs
- Higher Match Rates Are a Key Differentiator for Companies
- Most Matching Gift Programs Are Open-Choice Programs
- Top Peer-to-Peer Fundraisers Promote Matching Gifts
- Matching Gifts Often Extend to Part-Time Employees and Retirees
- Matching Gifts Can Increase Initial Generosity
- Retroactive Matching Gifts Can Be a Missed Opportunity
- Consistent Outreach Creates Long-Term Growth
- Corporate Matching Is a Gateway to Stronger Partnerships
- Matching Gifts Are a Valuable Tool for Donor Stewardship
When equipped with the right knowledge, these fun facts will help your organization maximize its revenue, engage more donors, and make the most of corporate philanthropy. Let’s dive in!
1. Matching Gifts Can Be Part of Broader Workplace Giving Programs
Matching gifts are often offered in conjunction with other workplace giving programs, allowing employees to be eligible for multiple forms of corporate philanthropy. Many companies not only match monetary donations but also provide additional support through volunteer grants and payroll giving. This means your supporters can get involved through their employer in multiple ways.
How You Can Leverage This Fact
By promoting all available workplace giving opportunities, not just matching gifts, you can maximize the revenue generated from each donor. Here are several ways to make the most of this:
- Educating donors about volunteer grants: Encourage donors to log their volunteer hours, which may be eligible for a company match through dollars-for-doers programs. Many companies offer volunteer grant programs, where they donate money based on the number of hours an employee volunteers for the organization. These grants can significantly enhance your fundraising.
- Promoting payroll giving: Many companies offer payroll giving programs, allowing employees to make regular donations directly from their paycheck. These donations can often be matched by the company, creating a reliable and ongoing revenue stream for your organization. Payroll giving also helps you maintain a consistent flow of donations, which is essential for long-term sustainability.
2. Higher Match Rates Are a Key Differentiator for Companies
As companies increasingly compete to attract and retain talent, higher match rates are becoming a significant differentiator. Companies are offering more generous match ratios, with some programs offering 2:1 or even 3:1 matches, compared to the standard 1:1 ratio.
Examples of such companies include the Chicago Community Trust and Illinois Tool Works.
How You Can Leverage This Fact
- Target donors working at companies with higher match rates: Many mid-sized and even large companies offer more generous match ratios, but these opportunities are often overlooked. By identifying employees working for companies with these enhanced benefits, you can potentially double or triple donations.
- Incorporate matching gifts into fundraising campaigns: By promoting higher match rates, you can motivate donors to increase their gift sizes or encourage additional donations from employees of these companies. For example, if a donor knows their $50 donation can be doubled, they might be more inclined to contribute a larger amount.
3. Most Matching Gift Programs Are Open-Choice Programs
A key fact that many organizations miss is that most matching gift programs are open-choice programs, meaning employees can choose which organization they wish to support, without restrictions based on the company’s causes or focus. This flexibility allows employees to submit matching gift requests for any organization they care about.
How You Can Leverage This Fact
- Promote your organization in open-choice programs: Encourage donors to request a match from their company, even if that company’s matching program isn’t aligned with your cause. This opens the door to more potential matches and doesn’t require a formal relationship with the company.
- Educate donors about open-choice programs: Ensure that your donors are aware they can submit matching gift requests for any organization they care about, even if it’s not one highlighted by their company’s internal initiatives. Many companies offer broad flexibility in their matching gift programs, so it’s important to educate donors on this to increase participation.
4. Top Peer-to-Peer Fundraisers Promote Matching Gifts
100% of the P2P Top 30 organizations promote matching gifts in some way. These platforms understand that matching gifts can significantly boost campaign totals and increase donor motivation.
How You Can Leverage This Fact
- Incorporate matching gift opportunities into peer-to-peer campaigns: Ensure that all fundraisers are aware of matching gift programs and encourage them to promote these opportunities in their own campaigns. Peer-to-peer fundraisers are often highly motivated to reach their goals, and when matching gifts are promoted, they are more likely to encourage their networks to take action.
- Provide tools and templates for fundraisers: Create easy-to-use templates that fundraisers can share with their supporters, clearly outlining how matching gifts work and how donors can request them. Fundraisers will appreciate having resources that help them raise more funds and engage their networks.
5. Matching Gifts Often Extend to Part-Time Employees and Retirees
Many donors don’t realize that matching gift programs are not limited to full-time employees. The truth is that many part-time employees and even retirees can also be eligible for matching gifts through some companies.
For example, Starbucks and The Sherwin-Williams Company extend their matching gift programs to these often-overlooked groups.
How You Can Leverage This Fact
- Reach out to part-time employees and retirees: Create targeted campaigns or inclusive, clarifying messaging for part-time workers and retirees, informing them that they, too, can have their donations matched.
- Provide clear instructions for part-time employees and retirees, ensuring they understand the matching gift process and how to submit requests. This can often be a new revenue stream that organizations miss out on because part-time and retired employees are not typically included in outreach efforts.
6. Matching Gifts Can Increase Initial Generosity
One of the most significant benefits of matching gifts is that they can amplify the initial generosity of donors. In fact, studies show that one in three donors will increase their donation size if they know their gift will be matched. Talk about a conversion booster!
How You Can Leverage This Fact
- Highlight the matching gift opportunity in donation appeals: Promoting matching gifts can encourage larger initial donations. Donors may choose to give more if they know their donation will be matched.
- Emphasize the impact of matching gifts: Show how a donor’s gift will be doubled or tripled when matched by their employer. This increases their emotional connection to the cause and motivates them to give more.
7. Retroactive Matching Gifts Can Be a Missed Opportunity
Some companies offer retroactive matching gifts, allowing donors to submit requests for gifts made up to 12 months ago. Nonprofits often miss out on this opportunity by focusing only on current donations.
How You Can Leverage This Fact
- Reach out to past donors and remind them of retroactive matching gift opportunities. Especially during year-end campaigns, this is an effective way to re-engage donors and ensure their continued involvement.
- Provide clear instructions for submitting retroactive requests. Remind donors that they can still have past donations matched if their company allows retroactive gifts.
8. Consistent Outreach Creates Long-Term Growth
While one-time matching gift campaigns can provide short-term boosts, consistent outreach is key to long-term growth. By maintaining regular communication, you can keep matching gifts at the forefront of donors’ minds throughout the year.
How You Can Leverage This Fact
- Create a year-round strategy: Don’t limit outreach to specific campaigns. Use regular reminders to keep matching gifts in front of your donors throughout the year.
- Highlight matching gift success stories regularly: Share how matching gifts have made a tangible difference, which will encourage repeat participation.
9. Corporate Matching Is a Gateway to Stronger Partnerships
Matching gifts are more than just a way to increase revenue; they can also help build deeper relationships with corporate partners. Many companies that offer matching gifts also provide additional support in the form of sponsorships, volunteerism, or in-kind donations. By engaging with companies that offer matching gift programs, nonprofits can establish lasting partnerships that extend beyond financial support.
How You Can Leverage This Fact
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Engage corporate partners early: When communicating with companies about matching gifts, seize the opportunity to broaden the conversation to other forms of collaboration, such as event sponsorship or volunteer programs.
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Develop long-term partnerships: Companies offering matching gifts may also be interested in long-term relationships with your organization, including providing ongoing support through their employees or participating in other philanthropic efforts.
10. Matching Gifts Are a Valuable Tool for Donor Stewardship
Matching gifts can serve as a powerful tool not only for increasing donations but also for strengthening donor stewardship. When donors know their gifts will be matched, they feel more valued and appreciated, which deepens their connection to the cause. This sense of increased impact can lead to greater donor loyalty and a stronger long-term relationship.
How You Can Leverage This Fact
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Recognize the impact of matching gifts: Publicly thank donors for both their personal donation and the corporate match. This reinforces their contribution and helps them feel a sense of connection to the mission.
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Encourage repeat participation by showing donors the tangible results of their matching gifts, such as the number of people helped, the programs supported, or the benefits to the community. The more donors see the impact of their giving, the more likely they are to continue their support.
Wrapping Up & Next Steps
Matching gifts are a powerful tool for increasing revenue and strengthening donor relationships. By leveraging these surprising facts, such as workplace giving and retroactive matching gifts, you can unlock hidden revenue and create a sustainable, engaged donor base.
Start applying these strategies today to boost your matching gift revenue and maximize your fundraising efforts!
