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Matching gifts- Top 3 tips for raising more money

Matching Gifts: Top 3 Tips for Raising More Money!

While there are many different ways for your nonprofit to give your matching gift strategies a boost, the following tactics serve as general best practices.

Take a look at these top three tips for matching gift success!

  1. Make it easy for donors to find more information
  2. Track your progress
  3. Attend a nonprofit conference for more inspiration

Matching gifts tips - Make it easy for donors to find more information about matching gifts

1. Make it easy for donors to find more information

In an ideal world, all of your donors would work for companies that double their donations and they would all submit matching gift requests without your nonprofit having to do anything.

But alas, our world is imperfect, and many donors are unaware that their employers even offer matching gift programs, much less what the process is for submitting a request.

Your nonprofit’s job, therefore, is to make matching gift information easily accessible to your supporters.

You can let donors know about matching gifts:

  • On your website.
  • Throughout the donation process.
  • Within your social media posts.
  • In email newsletters.
  • In thank-you letters and emails.

The possibilities are endless. When you give donors the chance to learn more about matching gifts, you’re enabling some of them to potentially double their donations.

Matching gifts tips - Track your progress

2. Track your progress

You won’t know how effective your matching gift marketing strategies are unless you track your progress over the course of months or years.

While there are numerous metrics you should be measuring in general, taking the initiative to keep up with the number of matching gifts you receive is crucial to determine your matching gift success.

We won’t go too far in depth here, but the basic metrics you’ll need to measure include:

  • How many matching gifts you receive from donors’ employers.
  • The value of those matching gifts.
  • The percentage of matching gifts you received out of the total number of donations that came in.
  • The percentage increase in value of matching gifts over time.

Measuring these metrics will help you plan for the future and adjust your marketing strategies as you go along.

Matching gifts tips - Attend a nonprofit conference for more inspiration

3. Attend a nonprofit conference for more inspiration

Sometimes, it’s useful to get out of the office and take a walk.

But it’s even better to get out of the office to attend a nonprofit conference! These conferences are a great place to learn about anything from stewardship to donor acquisition to — you guessed it — matching gifts.

Find a local conference that you and members of your team can attend to learn more about how to incorporate matching gifts into your fundraising efforts. Not only will you gain many new insights, but you’ll also expand your network of colleagues that can share their own tips and tricks.


These matching gift tips are great to keep in mind when you’re planning your matching gift marketing strategy. By reaching out to donors in different ways, tracking your progress over time, and attending a nonprofit conference to get a fresh perspective, you can achieve matching gift success!

And don’t forget to check out our guide to matching gifts to learn even more!

How to promote matching gifts to donors

Matching Gifts: 4 Ways Nonprofits Can Raise More Money

If your nonprofit isn’t looking to corporate matching gifts to help give your fundraising a boost, you should be! Matching gifts are a way for companies to demonstrate their corporate philanthropy to the organizations that their employees care deeply about.

Your nonprofit benefits by receiving twice as many donations from some of your donors! While not all of your supporters work for companies that match their donations, your organization can still promote matching gift programs to your contributors to boost your fundraising.

Even though everyone isn’t eligible, it’s still worthwhile for your nonprofit to promote matching gifts to all of your donors.

Here are the top four ways your nonprofit can start raising more money from matching gifts.

  1. Within the donation process
  2. On a dedicated matching gift page
  3. In your email newsletters
  4. Across your social media communications

Market matching gifts within the donation process

1. Within the donation process

The most obvious time to let donors know about matching gifts is when they’re in the middle of giving to your organization. They’re already invested and interested in your nonprofit’s work enough to donate. Why not encourage them to maximize their donations right then and there?

There are a couple of places you can let donors know about matching gifts within the donation process.

On a donation page

When donors take the initiative to find their way to your donation page, they clearly care about your organization. If you tell them that their current donation might go twice as far, they’ll be immediately inclined to research matching gifts.

You could follow the lead of the Girl Scouts of Greater Atlanta. On their donation page, they tell supporters about the different projects that their donations support. They then follow up with information about supporters doubling their contributions with a link that leads donors to a tool to check if their employer offers a matching gift program.

Promote matching gifts on a donation page

On an acknowledgment page

The acknowledgement page that appears after donors have finalized their contribution is the perfect place to let them know about matching gifts in case they didn’t see the information on the donation form.

The American Cancer Fund offers a great example. Their acknowledgement page lets donors know that their donation has been received and that an email will be sent out in a few days.

They also encourage donors to look into matching gift programs. The tool on the acknowledgement page allows supporters to see if their employers offer matching gift programs that they can take advantage of.

Promote matching gifts on an acknowledgement or confirmation screen

When you market matching gifts throughout the donation process, you capture the attention of supporters who are already interested in your nonprofit. These people will be more willing to look into doubling their existing donations, potentially leading to more contributions to your organization!

Market matching gifts on a dedicated matching gifts page

2. On a dedicated matching gift page

If individuals are thinking about giving to your organization but haven’t committed to donating yet, they might be looking on your website for more information about ways to give.

By placing a dedicated matching gift page on your website, you can educate individuals about making their donation go further.

The ASPCA’s matching gift page gives donors all the relevant information they need to know about doubling their donations. They also tell donors that they can submit their matching gift forms to the ASPCA by mail.

Promote matching gifts on a dedicated matching gifts page

Having comprehensive matching gift information on a dedicated matching gift page can help your nonprofit receive twice as many donations from your donors’ companies. The more educated your supporters are about matching gifts, the more likely they will be to submit the appropriate paperwork to their employers.

Promote matching gifts in your email newsletters

3. In your email newsletters

Donors who have given to your cause and care about the work that you do like to stay updated on the current and future projects that you have lined up.

The best way to do this is in an email newsletter. These newsletters are also fantastic opportunities to let your donors know about doubling their donations!

You can either dedicate an entire newsletter to matching gifts and give donors comprehensive information…

or

You can mention matching gifts in a newsletter that gives recipients normal updates on your current projects.

Either way, provide donors with links to more information or a tool that lets them find out if their employers provide a matching gift program.

Promote matching gifts across your social media communications

4. Across your social media communications

Market matching gifts throughout your social media communications to make the most of the audiences that are on these sites.

It’s important to keep the matching-gift message short and sweet.

  • Let donors know that their donations can potentially be doubled.
  • Provide them a link to more information or a matching gift search tool.
  • Include an eye-catching image or infographic.

Followers will scroll right past a post that is dense with jargon.

The beauty of using social media to let donors know about matching gifts is that the content is interactive. Donors can like, comment, and share the posts with their friends and family members. This increases the chances that you’ll acquire more donors and the matching gifts that might come along with them.


Using these four strategies can help you promote matching gifts to as many donors as possible. Track your nonprofit’s performance metrics as you implement these tactics.

#GivingTuesday: How to Entice Corporate Donors

Many nonprofits focus their #GivingTuesday plans on individual donors. While this approach is often fairly easy to implement, you can get more bang for your buck if you also target the corporate donor. The key with corporate donors is that they often want something in return (Horrors!). Understanding what will motivate them – especially small local companies – can make your #GivingTuesday plan a winner for everyone.

Online Kudos = Free Publicity

As you begin to plan your #GivingTuesday strategy, consider approaching the corporate donor by presenting it as a corporate sponsorship opportunity. Create a dedicated web page for this year’s #GivingTuesday efforts and include the logos of corporate donors who have committed to giving to your cause. Start with the low-hanging fruit: last year’s corporate donors. Let them know that you will give them free online exposure on your website and through social media if they agree to donate again. Then, compile a list of other community businesses and send them a letter or an email letting them know about your sponsorship offer. Hot tip! Companies love to see their logos at work. Encourage larger donations by listing only the names of businesses that give under a certain amount. For companies giving over a certain threshold, add their logos to your site and posts.

Dedicated Exposure

One way to put the spotlight on corporate sponsors is to give them a block of time during #GivingTuesday that is all about them. Agree to a matching donation program where all donations within a certain time will be matched by that company (don’t forget about corporate matching gift programs!) Then, notify your social network followers and, if possible, quickly update your website to move the company’s logo to the top of the page during that time slot. Hot tip! Suggest that the company encourage community interaction by giving away prizes that must be picked up at their business.

Media Buzzzzzzz

Garnering media attention, both before and after #GivingTuesday, is one of the things that companies want most. Issue press releases before the event including the names of the corporate donors who have committed to giving. After the big day, focus news stories on actual data, such as total donated or the specific projects your nonprofit will now be able to implement. Hot tip! Emphasize the names of the corporate sponsors as one of the reasons that these projects are possible.

Don’t Forget Small Businesses

While it’s tempting to go after big donors, don’t forget about smaller companies. They often forego traditional sponsorships because of the cost. However, #GivingTuesday is the perfect opportunity to engage these small businesses at giving levels they can afford. It gives them a big advertising return which is something they crave.

#GivingTuesday can be a boom or bust project for any nonprofit. The key is to plan your strategy, put yourself out there to make it happen, then learn from the experience to improve your results for next year. Good luck!

Gretchen Barry is director of marketing and communications for NonProfitEasy. You can reach her at gretchen.barry@nonprofiteasy.com.

Supercharge Donations with Matching Gifts

Nonprofit fundraising initiatives often focus heavily on individual givers or cater to a core group of repeat givers when formulating campaigns. However, setting aside time to specifically target donors who will match additional funds can be well worth the time and effort. Establishing a diverse and active matching donor list will improve individual giving as well. The process of establishing a matching donor list can seem intimidating, but in reality, much of the work has already been done.

Locate and Recruit Matching Donors
One big mistake that nonprofits make is targeting only large corporate donors for their matching program. While focusing on large donors can be tempting, time may be better spent targeting smaller companies and businesses. Many large corporations already have matching donor programs in place, so there is no reason to recreate the wheel. It takes only a few minutes to research company websites or sites like DoubletheDonation.com to find out the details of their matching program. After that, nonprofits simply have to advertise the established program so that employees and other qualified givers can take advantage of it.

The remainder of your time could be spent targeting slightly smaller companies who don’t currently offer a matching program. Start by developing a list of companies who are already active donors to the organization and solicit their help for a specific fundraising goal, such as #GivingTuesday. After contacting current donors, target local or regional businesses that you see are advertising in the community. Community-based banks are often wonderful resources of matching funds.

When soliciting matching gifts, keep in mind that smaller businesses often want more than just a mention on your website, so give them their moment of glory. You can accomplish this by offering challenge gifts. Simply announce, via Facebook, Twitter or even local media, that  a specific company will match every donation for the next two hours, or whatever time is appropriate.

Use #GivingTuesday to Establish a Matching Donor Program
Nonprofits can capitalize on the growing success of #GivingTuesday to help “sell” their matching donation requests. Remember that the benefits of a matching donor program are three-fold: The individual giver feels like they are getting a great deal, the corporate matching partner gets good PR and the nonprofit gets much-needed funds. Since a large part of the corporate incentive is gaining positive PR, #GivingTuesday is a perfect time to accomplish this. With this in mind, don’t just ask potential donors for matching donations. Instead, provide concrete numbers on the success of #GivingTuesday and the wide marketing venues that it reaches. Ensure that these donors know you see them as a partner and will do everything possible to help publicize their company during the specified giving event.

As with anything worth doing, it’s worth creating a plan and thinking through your strategy and tactics. A focused and well-implemented matching donor strategy can have a tremendous impact on your fundraising efforts. Seize the opportunity!