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of the most powerful ways to increase fundraising revenue, yet many organizations leave this money on the table due to outdated, manual processes.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.
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.
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.
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:
