Building a Matching Gift Strategy A Nonprofit’s Guide

Building a Matching Gift Strategy: A Nonprofit’s Guide

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Creating a strong matching gift strategy can be a game-changer for your nonprofit’s fundraising success. After all, matching gifts offer a simple, high-ROI way to increase revenue without asking donors to give more out of pocket. Yet many organizations leave this opportunity untapped due to a lack of awareness, process, or technology.

Don’t let that be you! Take the time to build a plan that works for your team. This guide breaks down the exact steps you need to take:

Whether you’re starting from scratch or refining your existing efforts, you’ll learn how to turn matching gifts into a sustainable and scalable revenue stream for your mission. Let’s begin!

Step #1: Build your knowledge of matching gifts.

Building a robust knowledge of matching gifts is the first step toward implementing an effective strategy. Why? Not all companies participate in matching gifts, and the processes, eligibility criteria, and matching ratios can vary significantly. To build participation in the programs, it’s essential for your nonprofit to have a solid understanding of how they work.

Therefore, kick off your matching gift strategy by familiarizing your team with the general experience. This should include…

  • The process: Employees donate to your nonprofit, then submit a matching gift request to their employer. If the employer participates in matching gifts, they will contribute a matching donation, often at a 1:1 ratio, although some companies match at a higher rate.
  • Who qualifies: While most full-time employees qualify for matching gifts, retirees, spouses, and board members might also be eligible, depending on each company’s policy. Some programs match individual donations, while others may only match specific types of donations, such as payroll gifts or those made through their workplace giving platform.
  • Submissions and deadlines: Employers often have their own matching gift submission portals with dedicated request forms (and deadlines by which they must be completed), so it’s essential to be familiar with the information donors must submit.
  • Leading employers: Do some research to see which companies in your network already match gifts. Lists like this one can help!

This foundational knowledge is essential for crafting a strategy that includes educating your team, donors, and board members about matching gift opportunities. The more informed your organization is, the more likely you are to identify and leverage every possible matching gift opportunity.

Looking to learn more about matching gifts? Double the Donation’s Matching Gift Academy ($199/year or free for existing users) can be an invaluable resource.

Step #2: Audit your current state + set goals for improvement.

Before you begin building or refining your matching gift strategy, it’s crucial to audit the current state of your efforts. This will enable you to measure existing wins (if any) and identify gaps, areas for improvement, and opportunities for growth.

We recommend asking yourself (or your team) the following questions:

  • Are matching gift opportunities clearly highlighted on your website, including your ‘Ways to Give’ feature and a dedicated matching gifts page?
  • Do your donation forms currently request employer information from donors? Do they mention the potential for matching gift opportunities?
  • Do you inform donors about matching gift opportunities on your thank-you pages, receipts or acknowledgments, and other communications?
  • Are there any roadblocks or friction points in the matching gift process that might be discouraging donors from completing their submissions?
  • How are you tracking matching gift information in your CRM or donor database? Is it easy to follow up with donors who may have eligible gifts?

Get started with our free matching gift checklist. Download it below!

Take 10 quick steps to grow your matching gift revenue and funding.

After identifying current strategy gaps, it’s time to implement specific, measurable, attainable, relevant, and timely goals for improvement (also known as SMART goals).

For example, you might want to:

  • Ensure that every donor receives a follow-up email or message regarding matching gift opportunities within 24 hours of receiving their initial donation.
  • Improve donor participation by 20% before the end of the calendar year.
  • Increase the number of match-eligible donations submitted by 50% within the quarter.

By setting clear, actionable goals, you can track progress, measure success, and make any necessary adjustments to your strategy.

Step #3: Secure buy-in for matching gifts.

Securing buy-in for your matching gift strategy is a critical step in ensuring its success and long-term sustainability. Without support from both leadership and other team members, it becomes difficult to implement the necessary tools, dedicate resources, or build an organization-wide culture that promotes matching gifts.

Securing Leadership Buy-In

Firstly, leadership support is crucial to securing the resources and organizational commitment necessary to make your matching gift strategy effective. Here’s how you can ensure your executive team is fully invested in the process:

  • Frame matching gifts as a strategic opportunity. Clearly demonstrate that matching gifts represent “free money” for your nonprofit. Use data-driven insights (such as the ROI expected from such a program) to highlight how much funding your nonprofit could be missing out on by not fully leveraging matching gifts. Executives care about measurable results, and showcasing how a small investment can yield a substantial return will make a compelling argument.
  • Ensure matching gifts align with your broader strategy. Whether your focus is on diversifying revenue, increasing retention, or strengthening corporate partnerships, matching gifts can serve as a valuable tool. Aligning matching with organizational priorities ensures that your efforts are perceived as a critical component of your fundraising efforts.
  • Showcase nonprofit success stories. Real-world success stories provide concrete evidence of how matching gifts can benefit. If your organization (or similar organizations) has seen positive results from matching gifts, share these outcomes with leadership to help visualize the impact and encourage them to commit to the initiative.
  • Emphasize the scalability and sustainability of matching gifts. Unlike other strategies that require high-touch, ongoing effort, matching gifts can often be automated once systems are in place. This allows your program to grow without requiring significant additional resources, making it a smart, long-term investment.

Once you’ve made your case, it’s crucial to communicate how leadership can help. Clearly articulate what you need to make your matching gift strategy successful, whether it’s funding for software, cross-departmental collaboration, or dedicated time in strategic planning sessions. The more specific your request, the easier it is for leadership to endorse and champion the initiative.

Securing Team Member Buy-In

While leadership buy-in is crucial, your matching gift strategy truly comes to life when team members are actively engaged and committed. Here’s how to get your whole team on board and ensure they actively support the matching gift process.

  • Demonstrate the impact of matching gifts. Encourage staff to see that matching gifts are a way to double donations without asking donors to give more money. When team members understand the value of matching gifts and how they directly contribute to revenue, they are more likely to prioritize these opportunities in their day-to-day work.
  • Ensure that everyone knows their role in the process. For example, marketing staff can incorporate reminders about matching gifts into email campaigns and newsletters, while fundraisers can actively inquire about matching gifts during donor conversations, and data managers can ensure that employer information is accurately captured in the CRM system. Even your hands-on volunteers can play a part!
  • Equip your team with simple, repeatable resources that make promoting matching gifts easy. For example, provide them with email templates and call scripts that highlight matching gift opportunities, FAQs for addressing donor questions, and access to matching gift lookup tools to help donors easily find out if their employer matches gifts. The easier you make it for your team to discuss and promote matching gifts, the more likely they will be to integrate them into their regular workflows.
  • Embed matching gifts into the fabric of your nonprofit’s culture. Ensure that matching gift education is included in the onboarding process for new staff, added to campaign planning checklists, and regularly discussed in team meetings.

When everyone, from leadership to key volunteers, is aligned and actively engaged, your matching gift strategy will become a powerful engine for increased revenue and deeper relationships.

Step #4: Invest in the right matching gift solution.

Once you have leadership on board, you’ll likely have clearance for a matching gift technology budget. And with that comes selecting the right solution to track, manage, and automate your matching gifts.

Look for a matching gift software solution that offers the following features:

  • Access to a matching gift database: This feature enables you to identify employers that offer matching gift programs and view the specific eligibility requirements for each.
  • Ready-built integrations: Select a solution that integrates seamlessly with your existing donor management system (CRM) and fundraising platforms to ensure all data is synchronized and you have a clear view of match-eligible donations.
  • Automation tools: The ability to automatically send follow-up emails to donors and remind them to submit a matching gift request can significantly increase participation without placing a strain on your team.
  • Analytics and reporting: Ensure that the platform can generate detailed reports that demonstrate the effectiveness of your matching gift program, including the number of matches secured and the total revenue generated.

All in all, an efficient matching gift solution reduces manual effort and increases the likelihood of securing matched donations, allowing you to scale your program effectively.

As you search, don’t forget to read reviews from other organizations that have experience with the tools! re: Charity, for example, offers a detailed comparison of top matching gift software providers, making it easy to take your pick.

Step #5: Integrate matching gifts with your fundraising tools.

Integration is key to ensuring a seamless and efficient matching gift process. When you integrate your matching gift platform with your donation forms, CRM, and other fundraising tools, you make it easier for both donors and staff to engage with the program.

Here’s how to integrate matching gifts into your existing fundraising process:

  • Donation forms: Make it easy for donors to indicate their eligibility for matching gifts by including an employer field on your donation forms. You can even add a link or automatic lookup feature that helps donors identify if their employer offers a matching gift program when you integrate your matching gift software with your donation form provider!
  • CRM: Sync data between your matching gift software and your CRM system to ensure that donor information is up to date and that no match-eligible donations are overlooked. All you need to do is connect your CRM to your selected matching gift platform and ensure the flow of information is set.
  • Peer-to-peer fundraising platforms: Allow participants to easily display and promote matching gift opportunities on their personal fundraising pages by integrating an employer lookup tool and providing a field to input employer information, making it simple for donors to determine if their donation is eligible for a match.
  • Event software: During event registration, add a section where attendees can enter employer information and be provided with immediate access to matching gift instructions or links, ensuring matching opportunities are top-of-mind when they register to attend or donate.

By integrating these tools, you’ll create a seamless matching gift experience for both your donors and your team, driving higher engagement and improving your ability to track and process matches.

Step #6: Automate follow-up donor outreach.

When it comes to maximizing participation in matching gifts, automating relevant outreach is a must. Once donor information starts flowing in through your integrated systems, configuring automated emails within your matching gift platform ensures that no opportunity is missed.

With a few simple steps, you can send high-impact emails to your donors at the right time, without manual effort. Here’s how to make the most of automated outreach:

  • Configure Automated Emails: Once a donor’s information enters the system, your matching gift platform can automatically trigger emails tailored to that individual. These emails can include instructions for submitting a match, links to their employer’s request portal, and reminders about the impact of their donation being multiplied.
  • Customize Templated Language: Feel free to adjust the pre-written email templates to match your nonprofit’s tone and voice. You can also add dynamic elements, such as the donor’s donation amount or matching company, to make it feel more personal and relevant.
  • Tailor Imagery and Design: Use your matching gift platform’s options to customize the color scheme and imagery of your emails to align with your brand. Visuals that reflect your nonprofit’s mission or the specific campaign the donation supports can increase donor engagement and participation.
  • Set the Right Timing: Schedule emails to be sent at optimal times. For instance, an initial email can go out immediately after a donation, followed by a reminder a few days later if the matching gift request hasn’t been submitted. Adjust the timing and frequency of reminders based on donor behavior to increase the likelihood of match submissions.

Building follow-ups into your matching gift strategy

By automating donor outreach through your matching gift platform, you streamline the process and ensure that your donors receive timely, compelling, and personalized messages that drive action, all while saving your team valuable time and resources.

Step #7: Implement a matching gift tracking system.

A successful matching gift strategy relies heavily on an effective tracking system, ensuring that all match-eligible donations are followed up on, processed, and submitted properly.

With proper tracking in place, you can easily monitor each match’s progress, helping optimize your efforts and maximize revenue. Here’s how to create an efficient matching gift tracking system:

  • Incorporate Real-Time Monitoring: Set up your system to track the real-time status of each matching gift request in progress. You should be able to see which donations are marked as match-eligible and where each donor is in the process.
  • Implement Donor Status Updates: Incorporate trackable, clickable buttons in your donor outreach emails, allowing donors to quickly update you once they’ve initiated the match request with their employer. When a donor clicks to confirm that they’ve started the process, your system can automatically update their status in the backend, helping you keep track of where they are without needing to manually check in.
  • Schedule Automated Reminders: Automate reminders to nudge donors about the status of their match or encourage them to submit a request if they haven’t done so already. Automated reminders ensure that no match request slips through the cracks and that donors stay engaged throughout the process.
  • Leverage Comprehensive Reporting: Your tracking system should generate detailed reports that provide insight into the success of your matching gift program. These should include KPIs such as the number of matches processed, the total dollars matched, and the conversion rates from eligible donors to completed matches.

Building tracking into your matching gift strategy

By implementing a matching gift tracking system with real-time monitoring, automated reminders, and in-depth reporting, you can streamline the matching gift process, ensure no opportunities are missed, and easily track your program’s progress. This also allows you to address any issues quickly, helping you “unstick” any matches that may be delayed.

Step #8: Develop a comprehensive communications plan.

A well-rounded communications plan is crucial for driving awareness of your matching gift program. Beyond donation forms and follow-up emails, it’s essential to integrate matching gift messaging across as many touchpoints as possible.

The more you make matching gifts visible, the more likely donors are to take advantage of the opportunity.

Here’s how to incorporate matching gift messaging into your communication channels:

  • Create a Matching Gift Web Page: Develop a dedicated page on your website that clearly explains matching gift opportunities. Include information about how matching gifts work, instructions on how to request a match, and a searchable employer database or links to popular programs. This page will serve as the go-to resource for donors.
  • Regularly Schedule Social Media Posts: Share information about matching gifts on your social media platforms. Highlight success stories, demonstrate matching gifts’ impact, and encourage followers to check if their donation can be matched. Be sure to include a call-to-action with a link to your matching gift page for more details.
  • Dedicate an Email Newsletter: Include matching gift reminders and information in your regular email newsletters. Whether it’s an entirely matching gift-focused email blast or a feature within a general newsletter, make sure to include a section highlighting matching gifts, and always include a link to your matching gift page for easy access.
  • Send a Text Message: Text marketing is a quick and direct way to engage donors. Send out periodic text messages to remind donors about matching gift opportunities, especially during key donation periods. Include a link to your (mobile-friendly!) matching gift page and a simple prompt encouraging donors to check if their employer matches gifts.

Building communications into your matching gift strategy

By ensuring that your matching gift information is prominently featured across key channels, you can keep matching gifts top-of-mind for donors and significantly increase the likelihood of participation.

Step #9: Acknowledge and steward matching gift donors.

A key aspect of maintaining long-term donor relationships is showing gratitude for their contributions, especially when they’ve gone the extra mile to submit a matching gift. Proper recognition of matching gift donors can encourage continued support and increase participation in future campaigns.

Building donor acknowledgment into your matching gift strategyConsider the following ways to steward your relationships with matching gift donors:

  • Personalized Thank-You Notes: After a matching gift has been successfully processed, send personalized thank-you messages to both the donor and their company. Acknowledge their generosity and explain how their contribution will impact your nonprofit’s mission. You can even send an e-card to demonstrate your appreciation!
  • Public Recognition: Consider recognizing matching gift donors in your annual reports, newsletters, or on your website with a dedicated donor wall. Public recognition can motivate other donors to participate in matching gift programs, too!
  • Donor Impact Reports: Provide matching gift donors with reports or updates that show how their contributions (both original and matched) are being used. This reinforces the value of their donations and helps them feel connected to their giving outcomes.
  • Encouraging Additional Workplace Giving Involvement: Empower matching gift donors to take their support to the next level by participating in their company’s volunteer program, making a payroll deduction gift, or advocating for an internal fundraising campaign. Most matching gift companies offer more than one workplace giving program, so it’s easy to encourage deeper engagement.

By focusing on relationship-building and personalized recognition, your nonprofit can increase donor loyalty, foster long-term giving, and create more opportunities for matching gifts.

Step #10: Analyze performance and optimize your strategy.

After putting all the pieces of your matching gift strategy in place, it’s essential to continuously assess its effectiveness. Analyzing performance and optimizing your strategy allows you to identify what’s working and what areas need improvement.

As previously mentioned, you should be tracking key metrics such as match revenue growth, donor participation, submission and completion rates, and more. Now, it’s time to use those insights to optimize your matching gift program.

For example, if you notice low participation rates among a specific donor segment, consider adjusting your messaging or offering additional guidance to encourage them to get involved. Meanwhile, if you notice that donors who give through specific channels (e.g., peer-to-peer fundraising or event-based donations) have lower matching gift participation compared to those who donate via direct online forms, this could signal that matching gift opportunities aren’t being highlighted effectively within those channels.

All in all, regular evaluation and continuous improvement will ensure that your matching gift strategy evolves with the needs of your donors and the capabilities of your nonprofit.

Wrapping Up & Additional Resources

Building a comprehensive matching gift strategy is a smart, high-impact way to boost your nonprofit’s revenue and deepen donor relationships. From educating your team and stakeholders to automating processes and communicating effectively with donors, every step contributes to an overall strategy that maximizes the potential of corporate matching gifts.

By following the steps outlined above, your nonprofit can establish a sustainable revenue stream that complements your regular fundraising efforts. As you continually optimize and refine your strategy based on data and feedback, you’ll increase the success of your matching gift efforts year after year.

Ready to learn more about corporate matching gifts and how they can fit into your overarching fundraising strategy? Check out these additional resources:

Building matching gift software like Double the Donation into your matching gift strategy