How to Get Matching Gifts Trending at Your Organization

How to Get Matching Gifts Trending at Your Organization

Employee matching gifts are one of the most popular forms of corporate philanthropy. Still, the source is widely untapped, largely due to a lack of knowledge surrounding the programs. If you’re looking to drive participation at your organization (in order to maximize funding and elevate donor engagement), it’s time to get matching gifts trending among supporters.

But how can you go about doing so? Start a buzz around matching gifts at your nonprofit with these helpful tips:

  1. Use hashtags on social media.
  2. Prioritize video content.
  3. Explore artificial intelligence and tech for content creation.
  4. Host a real-time Q&A online.
  5. Consider influencers and peer advocates.
  6. Make the most of free advertising with Google Grants.
  7. Keep up with shifting trends.

Our hope is that, by incorporating our recommended practices, matching gifts will become a well-known and fully utilized source of support among you and your supporters.

Let’s jump in with our first trick.

1. Use hashtags on social media.

Your organization likely relies on social media as a core tenet of your digital marketing strategy. But do you have a plan in place to maximize your reach and engagement on key networking platforms?

Research indicates that incorporating hashtags in your posts goes a long way in terms of visibility, audience engagement, and more. A hashtag, which is essentially an octothorpe symbol followed by a key word or phrase, is a social media tool used to organize posts based on content topic. And including one or more in your postings can drive engagement by up to 100% compared to posts without hashtags.

In your next social media post about matching gifts for your organization, consider utilizing a few related hashtags and see how your audience responds. Here are a few examples you can use:

  • #match
  • #matchinggifts
  • #doubleyourdonation
  • #donationmatch
  • #amplifyingimpact
  • #[nonprofit name]matchinggifts
  • #getyourgiftmatched
  • #nonprofitmatching
  • #matchingdonations
  • #corporatematching
  • #doyoumatch
  • #doublethelove
  • #corporatephilanthropy
  • #employeegiving
  • #makeyourmatch

It’s also important to note that the way you use hashtags can and should vary depending on the social platforms you use. For example, studies show that Tweets with 1-2 hashtags see more than twice as much engagement as those without hashtags. But Tweets with more than two hashtags actually see a drop in engagement.

Meanwhile, the most-interacted-with Instagram posts typically include 11+ hashtags!

2. Prioritize video content.

According to content marketing research for nonprofits, video content is one of the most essential components of an optimized engagement plan. In fact, 66% of individuals find short-form videos to be the most engaging type of material published on social media.

Not to mention, of an organization’s audience…

  • Over 75% find videos useful when determining whether to give;
  • 57% then go on to donate;
  • 39% purposefully research the nonprofit within 24 hours of watching a video.

In the age of YouTube, Vimeo, TikTok, Snapchat, and more, video-sharing is becoming an increasingly integral part of nonprofit marketing. And when it comes to matching gifts, producing video content can play a critical role in informing and inspiring action among donors.

For example, check out this exemplary matching gift video that demonstrates the ease with which a donor can complete the process to amplify their impact on behalf of a cause they care about:

Once they had the video created, the organization opted to share the content on both its website and social media channels to further its reach.

Take a look at the Facebook post here:

Get matching gifts trending by sharing video content on social media

Want to make your own video? Here’s a sample script you can use to get started:

“Increasing revenue with matching gifts isn’t too tricky, but we need our donors’ help. Last year we collected $[total revenue] worth of matching gifts. This year, we’d like to receive even more. We’ve set a goal to raise over $[revenue goal] from these programs by the end of the year. If we meet our goal, we’ll be able to [summary of your nonprofit mission and/or specific project or programming].

You can help us reach these goals by searching for your own match eligibility. Immediately assess your eligibility and gain access to detailed information about your employer’s corporate giving program. All you have to do is search our database of companies with matching gift programs. Click the link in the caption [to your organization’s dedicated matching gift page] to learn more.”

3. Explore artificial intelligence and technology for content creation.

A significant roadblock facing all sorts of nonprofits is a lack of time and effort dedicated to their marketing strategies⁠—especially when it comes to matching gifts. In fact, Nonprofits Source finds that over 80% of nonprofits report difficulty building strong workplace giving strategies due to limited staff and resources.

One unique and innovative solution? Artificial intelligence and smart technology.

AI-powered tools are currently sweeping the nation, particularly in regard to brands streamlining content creation while putting more time back into the hands of staff members. To provide some examples of how this can impact matching gifts, we tested a few artificial intelligence tools to see what they could come up with.

Here’s a sample social media caption written by one AI chatbot tool, ChatGPT (from the emojis to the hashtags and everything in between):

“Did you know that matching gifts can double or even triple your impact as a donor? 💰💸 Not only does this benefit your favorite nonprofit, but it also shows your employer’s commitment to supporting causes that matter to their employees. 🤝 Learn more about the power of matching gifts and how you can get involved to make a difference today!

#MatchingGifts #DoubleYourImpact #NonprofitImpact”

Not to mention, our very own 360MatchPro can help streamline donor communications while maintaining targeted and personalized efforts. With this tool, you can easily collect and track donor employment data, identify match-eligible donations, and trigger automated email follow-ups that drive more matching gifts to completion. And it can all take place without your fundraising team having to lift a finger!

4. Host a real-time Q&A online.

From the perspective of a donor who has never requested a matching gift, the entire process can seem a bit overwhelming. What your team can do, as the nonprofit they’re supporting, is make an effort to answer any questions your supporters may have.

And what better way to do so than with a real-time Q&A session? According to recent live-streaming research, real-time content generates 27% more watch time per viewer than on-demand video. Users like interacting with their favorite organizations, and doing so as a nonprofit can help facilitate deeper relationships with donors. In fact, 79% of marketers indicate that a more authentic interaction with their audience is a top benefit of live-streamed video.

While you’ll likely aim to answer a number of questions in any pre-recorded content you share, it can be hard to predict what exactly your donors will want to know. So let them tell you in real time. We recommend:

  • Sharing the date and time beforehand so supporters can plan accordingly;
  • Accepting matching gift Q&A submissions ahead of time through email or an online form on your site;
  • Encouraging live viewers to ask questions in real-time using the streaming site’s chat or comment functions;
  • Preparing your team with a number of in-depth resources on corporate matching gift programs (hint: check out our webinars, blog posts, and free eBooks here);
  • Posting your live-stream recording to your website and/or social media pages, so those who missed the real-time engagement can still savor the insights shared.

Today, most social media platforms offer some sort of live-streaming option⁠—including YouTube, Facebook, Instagram, TikTok, and even Twitter. So pick your favorite platform (ideally one that already sees a lot of user engagement with your nonprofit) and go live!

5. Consider influencers and peer advocates.

Influencer marketing and peer-to-peer fundraising are based on a shared principle: social proof. Social proof revolves around the psychological finding that people are more likely to assume the actions of others when making their decisions.

Luckily, you can use this idea in your next matching gifts campaign!

The first step in leveraging social proof for matching gifts involves locating a number of individuals who you’d like to promote matching gifts to your audience. When donors see other supporters participating in matching gift initiatives, it can be the inspiration they need to get involved themselves.

These so-called “influencers” might be someone closely associated with your nonprofit cause, such as:

  • Major donors to your organization
  • Well-known board members
  • Dedicated volunteers
  • Well-connected P2P fundraisers
  • Your nonprofit’s executive director, president, or CEO

Or, you might even be able to get a popular influencer (or micro-influencer) on board! For the best results, look for individuals who share a similar target audience to your nonprofit. Plus, existing connections to your organization or its mission can go a long way toward making that connection.

Regardless of who you choose to get involved, encourage these individuals to share information about gift-matching opportunities⁠—such as your new matching gift videos⁠—on their personal social media pages. Provide them with pre-made images, suggested captions, video scripts or outlines, and more, empowering champions to advocate for matching gifts and encourage others to get involved.

From there, your nonprofit can typically re-post the content to your own pages (depending on the platform or platforms used), furthering the reach of the posts.

6. Make the most of free advertising with Google Grants.

Another marketing strategy that you won’t want to overlook is paid search engine advertising. And don’t be alarmed by the word “paid,” either. Google offers nonprofits access to a generous in-kind grant in the form of free ad space (the equivalent of up to $10,000 per month), known as the Google Ad Grant.

Now, why should you promote matching gifts to your audience with the Google Grant? First of all, it’s a free marketing opportunity. Of course you want to make the most of it! Not to mention, research indicates that search advertisements (such as Google Ads) have the highest ROI for nonprofit paid advertising⁠—with an average value of $4.78 for every dollar.

When you participate in the Google Ad Grant, you essentially choose a page (or pages) and the keywords you’d like to advertise for. Then, when a donor or prospect searches the phrase (e.g., matching gifts for Cat Rescue Club), they’ll be met with your relevant sponsored content (i.e., your donation form, dedicated match page, ways to give page, blog article) at the top of the results page.

Get matching gifts trending by leveraging Google Grants

The Google Grant is a great way to increase visibility and expand the reach of your organization’s fundraising efforts. And when done well, it can drive more match-eligible donors through the giving⁠—and matching⁠—processes.

7. Keep up with shifting trends.

When it comes to getting donation-matching (or just about anything else) “trending” at your organization, it’s important that you have a solid understanding of current trends. After all, trends can change fairly quickly, along with the introduction and development of new technology, changing consumer⁠—and supporter⁠—preferences, and more.

And in order to get matching gifts trending effectively, there are a few key types of trends to consider as you craft your strategy. These include…

  • Marketing and engagement trends ⁠— Things like new social media platforms emerging, communications best practices (e.g., optimal number of hashtags per post), etc.
  • Workplace giving trends ⁠— Things like which companies offer matching gift programs (so far, it keeps trending upward!), new technology enabling innovative matching processes (i.e., auto-submission), and more

It ultimately boils down to this: just because something is a key trend today doesn’t mean it will necessarily be the same five years from now. So keep an eye out, make a note of any significant shifts you see, and reconvene with your marketing team on a regular basis.

And if you’re a Double the Donation user, we’ll always keep you up to date with the latest trends that our team is seeing! Check back with our blog and attend upcoming webinars to stay at the forefront of matching gift innovation.

Next Steps

You’ve heard the tips⁠. Now, get started by implementing these tried-and-true practices in your own organization’s strategy.

Just remember: the more familiar your audience is with the idea of matching gifts, the more likely they are to partake in their employers’ programming. And the more funding you’ll ultimately receive from corporate philanthropy opportunities available to your cause.

Want to learn more? Explore additional resources and discover how you can double your organization’s fundraising impact with matching gifts:

Get matching gifts trending at your nonprofit with the help of Double the Donation.

Matching Gift Trends | New, Growing Initiatives & More

Matching Gift Trends 2023: New, Growing Initiatives & More

Matching gift programs⁠—as well as corporate philanthropy as a whole⁠—are constantly evolving to meet the needs of the companies, nonprofits, and individuals who partake. But there are some external factors at play that impact matching gift trends, too.

Over the last several months, there’s been talk of an impending recession. When the economy seems rocky, many worry that employee matching gifts will be negatively impacted. But luckily, that’s not been the case. Instead, many corporations are even expanding their giving programs in the face of economic downturns.

Why? In periods of turbulence, charitable efforts are more important than ever before.

In this guide, we dive into matching gift trends in 2023⁠—including what we’re seeing and what we expect to continue. Specifically, we’ll cover:

If you’re looking for the Too Long; Didn’t Read version, it’s this⁠—matching gifts are thriving, and we don’t expect them to go away anytime soon.

For a more in-depth look at the matching gift industry as of late, however, keep reading to find out the latest industry developments and the future of corporate philanthropy.

Recent Industry Developments [and Examples]

Tons of companies participate in corporate philanthropy by matching employee gifts. Our matching gift database contains records on upwards of 24,000 companies’ program guidelines, and we work to provide the most comprehensive, accurate, and up-to-date source of information on the topic.

Recently, we can attest that we’re seeing program potential continuously trending upward⁠—with new, reinstated, and expanding initiatives driving growth.

Let’s take a closer look at these developments.

New programs

New companies are rolling out matching gift programs every day!

Check out a few examples of businesses that have recently incorporated matching gifts into their ongoing corporate giving strategy:

Russell Reynolds Associates

In 2022, Russell Reynolds Associates established RRA Gives Back, a philanthropic program that encourages RRA colleagues to support charitable causes and get their contributions matched by the company.

Example of a new matching gift program

Kraft Group

The Kraft Group and its subsidiaries have long participated in a wide range of philanthropic activities. One of their newest initiatives is matching employee donations. Thus, the company is able to encourage team members to give back to a range of nonprofit organizations, doubling their impact as they do.

Example of a new matching gift program

Bonus! A trend we’re seeing more and more of is employees advocating for matching gift programs to their employers who don’t currently offer them. So if a number of your donors are not eligible for matching gifts, don’t fret! Instead, provide resources that can help supporters champion gift-matching on your behalf, and the results can be grand.

After all, key benefits for companies that match gifts include increased employee engagement, productivity, and retention. Knowing their employees want the programs can be a significant motivator for rolling out such an initiative.

Reinstated programs

This is largely thanks to the significant value that companies see in their corporate social responsibility efforts and recognize them as an integral aspect of their businesses⁠—even in the face of economic uncertainty.

For example, here are some companies that are matching gifts again after a brief intermission in their programming:

Booz Allen Hamilton

Previously suspended in 2021, Booz Allen Hamilton’s matching gift program is once again live, as of January 2023. Both full-time and part-time team members are encouraged to join the company in supporting their favorite charitable causes.

Example reinstated matching gift program
Kimray Inc.

Since the reinstatement of its matching gift initiative, Kimray Inc. is once again matching donations made by employees to eligible nonprofit causes up to $2,000 per team member per year. Though they’ll match to many registered 501(c)(3) organizations and accredited educational institutions, Kimray places a special emphasis on missions related to youth programming, culture, and their local communities.

Example reinstated matching gift program
UPS (United Parcel Service)

Though it stopped matching employee gifts for a period, UPS is back and matching since late 2022. Facilitated through the UPS Foundation, UPS’ matching gift program is designed to empower team members to make a difference through workplace giving.

Example reinstated matching gift program

There’s recently been talk of IBM suspending its matching gift initiatives. Luckily though, it appears that they were just making the move from one software vendor to another, and paused match operations in the meantime while carrying over employee data. The good news is that the program is live, and IBM employees are able to request matching gifts of up to $10,000 per year! The bottom line? IBM sees the value in continuing to invest in and improve its corporate giving programs.

So why did these companies restore their previously lapsed matching gift initiatives?

It’s possibly as simple as they’re in a better place financially and chose to continue supporting the causes their employees are devoted to.

However, it’s also likely that they recognized the termination of their philanthropic programming as a poor business practice. And that’s why more employers don’t cut matching gifts but instead consider it more of a long-term investment into their communities.

But regardless of the reasoning, we’re glad these companies are back!

Expanding programs

The next key change? Companies with existing matching gift programs are expanding their efforts⁠—likely by increasing their matching gift ratio (or the rate at which they agree to match employee donations) and/or upping their maximum match amount per year.

Here are a few examples of companies recently making these changes:

American Eagle Outfitters

Quadrupling their maximum match amount (from $500 per team member per year to $2,000 per team member per year), American Eagle Outfitters continues to offer a best-in-class matching gift program! They also recently upgraded from a paper request form to an online submission portal⁠—making it simpler than ever for employees to get involved.

Example expanded matching gift program
The Hartford

With an increasing match ratio from .5:1 to matching on a dollar-for-dollar basis, The Hartford Financial Services Group, Inc. is empowering employees to give by doubling individual donations. This allows each team member’s contribution to make an even greater impact on the causes they care about.

Example expanded matching gift program
Chicago Community Trust

A few key changes have been made at the Chicago Community Trust as of late. Not only did the company increase its matching gift ratio from 2:1 to 3:1⁠ (effectively quadrupling individual donations⁠) but it also heightened the maximum gift amount to $7,500.

Example expanded matching gift program

Not to mention, the number of unrestricted matching gift programs (i.e., the company will match to any nonprofit) continues to grow, while restricted programs (e.g., only matching to a particular nonprofit mission type) have severely declined. With the opening up of these programs will likely come increased matching gift revenue for organizations that may have previously not fit the criteria but are now looking to make the most of available opportunities.

This trend continues to reflect a broader shift toward more inclusive corporate philanthropy as companies recognize the importance of empowering their employees to support causes that matter to them.

Key Matching Gift Trends We’re Seeing

With the explosive growth of giving initiatives comes a number of new matching gift trends and patterns worth exploring.

Here’s what’s currently shaping the always-changing corporate philanthropy landscape.

Increased small and mid-size company involvement

Historically, matching gifts have mostly been offered by enterprise-level corporations. Companies needed a big budget to get started⁠, not to mention the time and energy to run the program.

Today, our analysis shows that over 65% of Fortune 500 companies still provide matching gifts⁠—but the number of small and mid-sized businesses following suit is growing rapidly as well. One thing that made this change more accessible was the introduction of a number of dedicated workplace giving platforms designed for smaller teams and limited budgets.

Now, just about any employer can get started with matching gifts and see a substantial return on their investment for doing so! And all in all, that means organizations are seeing more eligible donors⁠—with something like 26+ million individuals working for companies that match employee gifts.

Expected continuous growthCompanies heightening corporate giving

In the last few years, an increasing number of companies have adopted employee-matching programs. And the business benefits of doing so are significant!

That said, we can expect to see continued growth. In fact, according to a recent study, 94% of major US corporations plan to heighten or maintain their philanthropy in the next few years. With the trends we’re seeing, we estimate that a notable portion of that increased giving will be contributed through employee-driven initiatives (or workplace giving programs), like matching gifts.

A proactive approach from fundraising organizations

Even with an increasing number of companies offering matching gifts, a significant roadblock remains when eligible employees are unaware of the programs available to them. Still, research shows that less than 19% of companies include adequate information on matching gift programs in easily accessible employee-facing materials.

The result? 78% of donors do not know whether their company matches gifts. And thus, available matches are going unclaimed⁠—so nonprofits are taking it upon themselves to proactively promote matching gifts to their audiences. This can take many forms but often consists of integrating matching gift information directly into the donation process, using matching gift software to uncover available opportunities, and sending personalized follow-ups post-transaction.

One matching gift trend is proactive promotions from nonprofits.

Tighter integrations between companies and nonprofits

Corporate philanthropy initiatives like matching gifts involve a few key stakeholders. Namely, this includes the companies offering the programs and the nonprofits receiving associated funds. In order to make the process as simple and direct as possible, tighter partnerships are forming between the two parties.

One matching gift trend is seeing tighter integrations between businesses and nonprofits.

One example of this is Double the Donation’s innovative new matching gift auto-submission functionality. Auto-submission within 360MatchPro enables employees at forward-thinking companies like Checkr, Innovative Discovery, and more to submit their matching gift requests from their favorite organizations’ giving pages.

It’s quick, it’s easy, and it’s all handled behind the scenes⁠. Thus, it minimizes complications for nonprofits, companies, and donors alike and drives more matching gifts to completion.

Trending Onward & Upward

Matching gifts continue to be a prominent form of corporate philanthropy. Thus, we encourage nonprofits to make the most of the opportunities at hand.

But remember: your donors may not be aware of their companies’ matching initiatives! Take a proactive approach in marketing matching gifts to your audience to maximize funding and engagement from the programs. When you employ matching gift automation, your team can sit back as your matching gift revenue trends upward as well.

Interested in learning more about matching gift trends to be aware of? Check out these additional Double the Donation resources:

Explore matching gift trends with Double the Donation.

Suggesting Matching Gifts: A Responsive Fundraising Approach

Suggesting Matching Gifts: A Responsive Fundraising Approach

Did you know that an estimated $4-7 billion in unmatched funds goes unclaimed annually? What would it mean for your nonprofit if you could generate an extra 15% or 20% of revenue annually purely through matching gifts?

Suggesting matching gifts to your supporters can be an important step in cultivating a deeper relationship. It allows you to engage with your supporters and empower them to uncover untapped potential generosity for your organization.

But it’s not a matter of snapping your fingers and voila, matching gifts appear! In order to generate that increase in generosity, your supporters need to first be made aware of matching gifts. In order to do that, you need to educate your supporters about their company’s possible matching gift programs and suggest that they get involved.

In this helpful guide, we’ll dive into how Virtuous’ responsive fundraising framework enables your organization to build meaningful and personal relationships with your donors. Plus, increase their generosity to help you achieve mission-critical goals.

What is Responsive Fundraising?

Responsive fundraising puts the donor at the center of your fundraising strategy and enables you to grow giving through optimized donor journeys that respond to the unique needs of each individual. Through the four phases — listen, connect, suggest, and learn —the responsive approach enables nonprofits to build trust and loyalty through personalized engagement and provide the most value to their supporters.

Responsive fundraising framework overview

In a hyper-connected world, donors want to feel like members of a community. They want to understand their role in the impact your organization is making. Perhaps most important of all, they want to be thanked sincerely and personally for their contributions.

Responsive fundraisers look to create deep connections that serve donors in the right way. Let’s dig in more to each part of the Responsive Framework to understand it better.

  • Listen

In order to successfully build a relationship with your supporters you need to learn more about them. Listening is crucial for learning and understanding who your supporters are and why they want to engage with you. Listening to your supporters can happen directly through conversations or indirectly via social listening, website activity, and email tracking. The more you listen, the more you begin to understand your supporters!

  • Connect

Giving is deeply personal, and you should connect with your donors in a way that acknowledges and respects that. Regardless of the channel (website, email, mail, or phone) or medium (in-person or digitally) you want to connect with donors in a way that is one-to-one, contextual, and collaborative.

Responsive fundraising ensures you connect with the right supporter at the right time with the right message. With the responsive framework, nonprofits should personalize the experience every time they connect with every donor. When a supporter visits your website, attends an event, receives an email, or gets a phone call, they should feel like they are part of an ongoing conversation with your organization — enabling you to build lasting connections and increase trust.

  • Suggest

Below we will dig into the “Suggest” step on a much deeper level. However, at a birds-eye view, once you’ve established trust with your donors by listening and connecting in personal ways, you have an opportunity to suggest next steps that are the best fit for each individual.

Responsive fundraising acknowledges that everyone has unique value and something to give, instead of generic, unresponsive asks that push everyone to do or give the same thing.

  • Learn

Experienced fundraisers know that, while there are best practices and great ideas out there about fundraising, nothing is “one size fits all.” The only way to know for sure what works with your unique supporters is to test and experiment. The results you get will help inform what you do next and how you do it.

By continually learning as you go, your organization will become more and more responsive. Responsive fundraising is a continually improving cycle. When you take a responsive approach, you’ll adapt and experiment. With clear visibility into your data and a complete, holistic view of your supporters, you’ll be able to see what’s working and what isn’t, then adjust accordingly.

The Importance of Suggesting

Suggesting a next step to your supporters is important because this is where you get to prove how well you know them. If you suggest something that is aligned with your supporter’s interests and abilities, you are more likely to get a “yes” from them. If you suggest a misaligned next step, on the other hand, you put that relationship at risk.

The good news is that the responsive framework sets you up for suggesting the right thing. If you have truly listened and connected with your supporters, you should have some clarity around the suggestion step. Just make sure you are suggesting action items that are based on who your supporters are and what makes sense for them, rather than solely what your organization wants to see happen.

Why “Suggest” and Not “Ask”

It is worth noting the language of “suggest” as an intentional decision here, as “ask” is more commonly used in the fundraising community. However, we believe that the real power lies in suggesting something to your supporters, not in asking something of them.

“Ask” is a more passive way to approach requesting a donation. Because of the history of the “fundraising ask,” this word implies a financial contribution. It also implies that giving is a financial hardship, and it can feel quite transactional in nature. While financial contributions are important, using the language of “ask” can be limiting.

To open up the possibilities, responsive fundraising focuses instead on “suggesting” next steps to your supporters. It’s a two-way street where you suggest an action, but your supporters are more than welcome to respond with their own thoughts and opinions. It’s conversational in nature. And perhaps most importantly, suggesting includes a variety of impactful behaviors beyond financial giving.

Think of it this way: An “ask” would be telling a supporter what financial contribution you want from them. A “suggestion” would be connecting with your supporter and having a conversation where you provide ideas and inspiration for how they can be more involved with your organization in a targeted and personalized way.

Why Suggesting Matching Gifts Makes Sense

When you suggest a next step to a supporter, the goal is to make the right suggestion at the right time. Often, this means not asking for more financial support, especially if they just made a donation.

You want to suggest something that further deepens the relationship but is contextual and personal. It’s also important that you suggest a next step that provides value to your organization as well. If financial generosity is a top goal for your organization, suggesting a matching gift is the perfect way to meet both your organizational needs and remain relevant and contextualized in your suggestion to your supporter. 

A good suggestion should be strengthen your relationship with the supporter. Suggesting matching gifts in the right way naturally cultivates a deeper relationship with your supporters. In order to successfully initiate the matching gift process, you’ll need to educate and empower your donors. That process of education and empowerment will naturally bring your supporters closer to your organization. It’s not enough to just suggest the right thing; how you suggest matching gifts matters as well.

4 Ideas for Suggesting a Matching Gift

To effectively suggest a matching gift, your organization needs to start with education. Your team and your donors need to be aware that matching gifts exist and understand what they need to do to initiate the process.

Implementing a new method for suggesting matching gifts into your donation and cultivation strategy doesn’t have to be difficult. Below are four ways to suggest matching gifts to your donors.

Regardless of how you integrate matching gifts into your donation and cultivation processes, it’s important that you craft a strategy regarding the funding source! Ignoring matching gifts altogether is leaving money on the table. It also means you are missing out on an incredibly easy opportunity to take another step in building a long-lasting relationship with your donors.

Option 1: Suggesting Matching Gifts in the Donation Process

You can make suggesting matching gifts as easy as possible by adding it right on your giving forms. This can be accomplished by integrating your online donation tools with a matching gift solution like Double the Donation. This allows you to suggest a next step for your donors right as they wrap up their initial engagement with your organization!

You can design a giving experience that prompts donors to continue supporting and engaging with your nonprofit. Building suggestions into your process makes it easier for your team to manage while still providing clear next steps for your supporters.

When creating your online form, it is also important to consider what additional information you may need for matching gift campaigns in the future. Basic profile information such as e-mail is pretty straightforward, but you may also want to consider including a “Employer” field. When donors tell you who they work for, you have all the information you need for future communications and campaigns around matching gifts.

Option 2: Build the Suggestion Into Your Thank You Cadence

Similar to suggesting matching gifts directly on the giving form, building the suggestion into your thank you cadence helps make this an automated process. In order to implement this, first take stock of your existing thank you cadences. Every organization approaches this slightly differently, so here are some suggestions that you can build into your process wherever it makes sense.

  • Thank You Phone Calls

When calling donors to thank them, make sure you’re prepared to suggest a matching gift. When your nonprofit database contains helpful employer information, your staff can even prepare before the call by researching whether that employer matches employee donations. That level of personalization and thoughtfulness is truly impactful! With the Virtuous – Double the Donation integration, this step can easily be conducted within the CRM, saving your team valuable administrative time.

  • Thank You Emails

Add in a simple call to action in your thank you emails that prompts donors to look into whether their company has a matching gift. This can be standard language you include that links out to helpful resources (such as your dedicated matching gift page and embedded company database search tool) or suggests that they call your organization’s HR department directly for more information.

  • Thank You Texts 

Nowadays, an increasing number of organizations are reaching out to donors via SMS. Texts are unique because of their short and sweet nature. Though you’ll want most of the text to focus on thanking the donor for their contribution, consider incorporating a quick blurb with a link to to learn more about matching gifts.

Suggesting matching gifts with automated outreach through your CRM

Option 3: Email Your Donors Suggesting a Matching Gift

Another way to suggest matching gifts to your supporters is via a marketing campaign designed and delivered from your nonprofit CRM. This option allows you to conduct personalized outreach to your supporters that is based on donor signals.

For this campaign, the donor signal you want to look for is employer information (which you’ll want to have a dedicated field in your CRM to track). Remember, you’ll want to include this field on your online giving forms so that you can more easily gather the information. That way, if you know a supporter works for a company with a matching gift program, you’ll know to include that individual in your next matching gift email campaign.

To implement this campaign, consider sending an email to everyone who donated recently (e.g., last 30 to 60 days) and did not initiate a matching gift already. Alternatively, you might set this up as a re-engagement campaign, where you reach out to lapsed donors, encouraging them to donate again and look into matching gifts.

When suggesting matching gifts in any context, but particularly via an email campaign, offer to help your supporter in this process. Encourage donors to connect with a member of your staff to further the conversation. Include links that can help your supporters navigate matching gifts. Responsive fundraising is all about building meaningful connections with your supporters. Providing context and resources is a great way to make this suggestion meaningful and actionable.

Option 4: Suggesting Matching Gifts in Ongoing Cultivation Efforts

Anyone who is cultivating relationships with supporters should be prepared to have a conversation about matching gifts. The greatest obstacle to suggesting matching gifts is the education gap. Fundraisers and (some) donors understand that matching gifts exist, but they are not equipped enough to feel empowered to act on matching gifts.

Educating your supporters starts with educating your own internal team. Take advantage of the resources available. Partner with organizations like Double the Donation who provide both an integration with your online giving form and educational support for your team. Anyone who is talking to donors or prospects on a regular basis should be able to have an educated conversation if the opportunity for suggesting matching gifts arises in their cultivation efforts.

Pursuing matching gifts is a great suggestion when cultivating a relationship with someone who wants to give but is showing hesitancy about their financial ability to contribute more. If they are passionate about your mission but indicate they are not in a place to make a large donation, suggesting that they look into matching gifts is a great way to keep the conversation alive. They may not be able to donate a significant amount themselves, but if they can give a little and their company matches, they immediately double⁠—and sometimes even triple⁠—their impact. While we all know that any donation is better than none, the appeal of a matching gift may be enough to inspire a donor to action!

Other Suggestions to Make

Matching gifts are not the only engagement opportunities you can suggest to supporters. Depending on where they are in their donor journey, additional suggestions might include:

  • Sharing your organization on their social media profiles to spread awareness;
  • Inviting them to an event or a tour of your facilities;
  • Sharing upcoming volunteer opportunities;
  • Fundraising on behalf of your organization.

Make a list of all the ways a supporter can get involved with your organization, and use that as the basis for suggesting next steps to your supporters in the future.


Responsive fundraising is all about meeting your supporters where they are and building the relationship from there. Matching gifts are a great way to continue a conversation with your donors⁠—or even to inspire someone to donate in the first place.

Regardless of the suggestion you make, always personalize your donor outreach. When you listen and connect with your supporters, you will be fully equipped to make the next best suggestion that works for everyone – resulting in more generosity and better relationships!

Givinga and Double the Donation Partner to Enable Matching Gift Auto-Submission

Double the Donation is proud to partner with Givinga to help employees of companies with matching gift programs more effectively submit their matching gift requests. 

“We believe there are innovative and impactful ways to expand corporate matching, and our partnership with Double the Donation gives us an opportunity to showcase our Easy Match capabilities,” said Joe Phoenix, Cofounder and CEO of Givinga. “Combining Double the Donation’s charity matching services with our corporate-giving-made-easy capabilities will allow our partners to reimagine corporate philanthropy by aligning with employees and customers to maximize impact.”

With matching gift auto-submission, donors who give to nonprofits using 360MatchPro can not only discover their match eligibility in real time as they give, but can also immediately submit their matching gift request – no redirect required. 

“We’re excited to offer our nonprofit clients what they’ve been requesting since the birth of matching gifts: a way for donors to submit their matching gift requests with no hassle,” said Adam Weinger, President at Double the Donation. “Double the Donation and Givinga are aligned in our mission to close the matching gift loop to benefit nonprofits, donors, and companies alike.”

Givinga and Double the Donation look forward to expanding the possibilities for donors to give flexibly with the support of their employers, and for nonprofits to reap the benefits of matching gift programs.

The Matching Process Made Easy for Donors, Companies, and Nonprofits

The new integration between Givinga and 360MatchPro by Double the Donation means after giving on an integrated donation page where 360MatchPro is enabled, donors can immediately submit their matching gift request directly from the nonprofit’s donation confirmation page. 

Employees of Givinga clients can then enter their company email address, then choose how much of their available matching funds they can request to be sent to the nonprofit. Once the donor hits “Submit” – that’s it! The matching gift request has been submitted, without any need for a redirect or re-entry of donation information. 

Making Corporate Philanthropy Better, One Match at a Time

Givinga and Double the Donation’s partnership brings donors, companies, and nonprofits closer together in making a positive difference, one match at a time. If you want to learn more about our matching gift auto-submisison initiative, read more here–and if you’re just getting started with matching gifts as a nonprofit or higher education institution, request a demo from Double the Donation today!

About Givinga: Givinga is on a mission to redefine philanthropy. They’ve developed tools and technology to remove the traditional barriers to philanthropy, empowering companies to develop modern giving solutions that align with and enhance their corporate strategy. Givinga’s technology, Philantech®, supports workplace giving programs, brands seeking to enhance their charitable impact, startups reimagining B2C charitable giving, foundations looking to increase donor engagement, and more.

About Double the Donation: Automate your matching gift fundraising with the industry-leading solution from Double the Donation. The 360MatchPro platform provides nonprofits with tools to identify match-eligible donors, drive matches to completion, and gain actionable insights. 360MatchPro integrates directly into donation forms, CRMs, social fundraising software, and other nonprofit technology solutions to capture employment information and follow up appropriately with donors about matching gifts.

Double the Donation and CharityStack Integrate 360MatchPro Into Donation Experience

Double the Donation and CharityStack are proud to announce a new partnership together, providing advanced matching gift functionality to nonprofits looking to raise more without having to ask for more out of their donors’ wallets.

The partnership comes in the form of an integration between 360MatchPro, Double the Donation’s most advanced matching gift software, and CharityStack’s intuitive donation pages.

“Partnering with Double the Donation was an easy choice,” said Mubarrat Choudhury, Founder at CharityStack. “With our dynamic form designs and the 360MatchPro powered matching gift search, organizations can expect to see a solid rise in matching gift engagement from their donorbase.”

Donors on CharityStack pages can now interact with 360MatchPro’s auto-complete search tool to find their company’s matching gift programs and discover their own match potential. This closes the awareness gap for the 78% of donors who are unaware of their eligibility for a matching gift from their employers.

“It’s a simple fact that matching gift automation make a huge difference for fundraisers as they strive to meet their goals,” said Adam Weinger, President at Double the Donation. “And a direct integration between 360MatchPro and CharityStack means donors interact with matching gifts at a key point in their giving process. It’s a simple addition that boost revenue for organizations without any extra effort from their busy teams.”

Read more about the integration below!

Activate in Seconds and Start Raising More from Matching Gifts!

Getting started with the CharityStack and 360MatchPro integration is quick and easy to configure. From the CharityStack backend, nonprofit clients can add their 360MatchPro credentials to activate their integration. From here, it’s just a matter of toggling on matching for the desired forms. From there, donors can start discovering their match eligibility in no time!

Easily activate with CharityStack pages with your 360MatchPro API keys!

On CharityStack donation pages, donors can search their company name and 360MatchPro will present smart results from its database of over 25,000 corporations. 360MatchPro can then follow up with donors via email after their donation is complete to continue the matching gift submission process.

Donors can search their company name during the giving process on CharityStack donation pages.

Donors can then double, triple, and sometimes quadruple their gift impact with a matching gift from their employer sent directly to the nonprofit.

Drive More Matching Gifts to Completion with 360MatchPro!

Joint efforts between CharityStack and Double the Donation mean nonprofits can easily raise more from matching gifts–check out some more details below!

  • Identify more matching gift revenue opportunities: 360MatchPro enables you to automatically collect matching gift eligibility from donors using email domains, within donation forms, on confirmation screens, or by email. The more matching gift opportunities 360MatchPro discovers and shares with donors, the more matching gift requests your donors will successfully submit.
  • Drive more matches to completion, from form submission to corporate payment: Direct donors immediately to their matching gift forms after the donation process is complete. Then, provide the right information to the right donors at the right time with custom emails based on match eligibility. Target follow-ups drive more completed submissions than ever before, bringing exponentially more matching gift checks from companies through your door.
  • Reallocate your time from routine follow-up to your top opportunities: Your time is valuable, so why spend it chasing small dollar-value matching gifts? Let 360MatchPro automate your matching gift outreach while flagging your highest-value opportunities, allowing your team to personalize follow-ups to the most valuable match-eligible donations. Rest easy knowing that 360MatchPro can handle the rest.

Ready to start your matching gifts journey? Request a demo today and make sure to let us know you use CharityStack!

About CharityStack: CharityStack is a single platform to create your nonprofit, fundraise your first dollar, set up banking, & start making an impact. For more, visit

About Double the Donation: Automate your matching gift fundraising with the industry-leading solution from Double the Donation. The 360MatchPro platform provides nonprofits with tools to identify match-eligible donors, drive matches to completion, and gain actionable insights. 360MatchPro integrates directly into donation forms, CRMs, social fundraising software, and other nonprofit technology solutions to capture employment information and follow up appropriately with donors about matching gifts.


Double the Donation and Classy Launch Matching Gift Functionality on Embedded Donation Forms

Double the Donation and Classy have come together to debut a recent development in their existing integration. This pair has now launched 360MatchPro matching gift functionality on Classy’s embedded donation forms.

Classy’s preferred matching gift solution, 360MatchPro, already works with Classy’s standard donation forms to identify match-eligible donors and drive their matching gift requests to completion. As Classy continues to develop more ways for nonprofits to create meaningful connections with supporters through a full suite of giving experiences, they recognize the importance of offering a robust matching gift solution on all of their available donation pages to drive giving opportunities forward.

“Our customers consistently share their success with 360MatchPro, making it an important offering in the Classy fundraising suite,” said Thom Morris, Director of Product Marketing at Classy. “Classy’s embedded donation forms convert at 2x the industry average and we’re seeing our nonprofit customers grow their revenue as a result. With the addition of 360MatchPro, we are excited to fuel matching gift funds through this integration to double the impact on the increase in donations from our embedded forms.”

This new product integration will offer similar functionality to the existing standard donation form counterpart, providing nonprofits with a seamless integration experience. This means that as donors navigate their donation flow, they will be able to drive matching gift donations regardless of which form they are using.

“Our organization, Double the Donation, already makes it simple for nonprofits to capitalize on matching gift funds and fuel fundraising success,” said Adam Weinger, President of Double the Donation. “With our new integration release, we are excited to extend this functionality to organizations using the embedded donation form solution.”

This integration can be seamlessly activated within the Classy platform, making it simple for nonprofit fundraisings to capitalize on the billions of dollars offered through matching gift programs each year.

360MatchPro - Activate in seconds and start raising more from matching gifts!

Activate in Seconds and Start Raising More from Matching Gifts!

360MatchPro integrates seamlessly with Classy to provide users with a simple, no-code setup process. Once a fundraiser gets signed on with both Classy donation forms and Double the Donation’s 360MatchPro, they can connect the two services. 

By navigating to the Double the Donation app in the “Apps and Services” section of their Classy account, users can add the matching gift solution to their desired donation forms. 

360MatchPro integration populated on a Classy embedded giving form

Once the integration is activated, each solution works together to drive revenue opportunities for your organization. By finding matching gift opportunities and driving them to completion, 360MatchPro and Classy make it simple to optimize the giving process.


Drive More Matching Gifts to Completion with 360MatchPro!

360MatchPro and Classy offer valuable matching gift features to help your organization double donations for your mission.

With the power of this solution, your organization can:

  • Identify more matching gift revenue opportunities: 360MatchPro enables you to automatically collect matching gift eligibility from donors using email domains, within donation forms, on confirmation screens, or by email. The more matching gift opportunities 360MatchPro discovers and shares with donors, the more matching gift requests your donors will successfully submit.
  • Drive more matches to completion, from form submission to corporate payment: Direct donors immediately to their matching gift forms after the donation process is complete. Then, provide the right information to the right donors at the right time with custom emails based on match eligibility. Target follow-ups drive more completed submissions than ever before, bringing exponentially more matching gift checks from companies through your door.
  • Reallocate your time from routine follow-up to your top opportunities: Your time is valuable, so why spend it chasing small dollar-value matching gifts? Let 360MatchPro automate your matching gift outreach while flagging your highest-value opportunities, allowing your team to personalize follow-ups to the most valuable match-eligible donations. Rest easy knowing that 360MatchPro can handle the rest.

Identify matching gift companies in New York with 360MatchPro

Ready to get started? Schedule a personalized demo.

About Classy: Classy is a social enterprise that creates online fundraising software for nonprofits, modernizing the giving experience to accelerate social impact around the world. Based in San Diego, CA, Classy is trusted by organizations of all sizes, from the fastest-growing nonprofits like Team Rubicon and The Trevor Project, to some of the world’s largest social organizations, such as The Salvation Army, Robin Hood Foundation, and Shriners Hospitals for Children. Classy also hosts the Collaborative conference, a two-day immersive experience that unites the most inventive minds in the social sector to uncover the ideas and strategies necessary to propel our industry forward and unlock the world’s generosity. For more information, visit or follow Classy on LinkedIn.

About Double the Donation: Automate your matching gift fundraising with the industry-leading solution from Double the Donation. The 360MatchPro platform provides nonprofits with tools to identify match-eligible donors, drive matches to completion, and gain actionable insights. 360MatchPro integrates directly into donation forms, CRMs, social fundraising software, and other nonprofit technology solutions to capture employment information and follow up appropriately with donors about matching gifts. To learn more visit

Legacy Plan vs. 360MatchPro [Why Your Team Should Upgrade]

Legacy Plan vs. 360MatchPro [Why Your Team Should Upgrade]

Note: This guide contains an analysis of Double the Donation’s Legacy Plan vs. 360MatchPro intended for existing users of Double the Donation’s Legacy Plan.

If you’re interested in getting started with 360MatchPro and do not already have an account, click here to get a demo of our best-in-class matching gift automation platform.

Our Legacy Plan users are some of Double the Donation’s most loyal and dedicated customers. At one point, our embedded plugin tool was considered groundbreaking technology. Over the years, we’ve worked to develop and finetune our software, and 360MatchPro was born.

As our focus continues to move exclusively toward developing the best automation solution we can within 360MatchPro, however, we don’t want our existing Legacy Plan accounts to get left behind.

That’s why we recommend that all Legacy Plan users make the switch to 360MatchPro.

In this guide, we’ll discuss the transition as we go through the following topics:

Ready to learn more about the widespread advantages of Double the Donation’s 360MatchPro⁠—and how your team can benefit from a subscription upgrade?

Let’s dive in with the basics.

Does Double the Donation still offer the Legacy Plan?

Previously known as the “Premium Plan,” Double the Donation’s Legacy Plan was discontinued in October 2021. Though no new subscriptions were sold after this date, organizations already using the tool are still able to leverage the plugin in their fundraising efforts for the time being.

A lot went into the decision to sunset the Legacy Plan offering. Key reasonings included a widening gap between the results produced by the Legacy Plan and 360MatchPro, as well as a desire to shift our focus to innovative automation through the latter platform.

This brings us to the next question…

What is 360MatchPro?

360MatchPro is Double the Donation’s flagship product⁠—a complete matching gift automation solution. This platform incorporates the matching gift plugin tool commonly associated with the Legacy Plan but goes several steps further to identify and pursue matching gifts.

Specifically, 360MatchPro incorporates:

  • A multi-faceted approach to uncovering match-eligible donors;
  • Timely and personalized follow-up email cadences;
  • Complete branding and personalization options;
  • Optimized data reporting and synchronization.

Legacy Plan vs. 360MatchPro software overview

With 360MatchPro, more matching gifts are driven to completion, resulting in substantial corporate and overall fundraising revenue growth for its users. And the entire process is automated for nonprofits and their donors, producing an optimized matching gift experience for everyone involved⁠.

This provides organizations with more time to devote to the most lucrative opportunities without worrying about potential matches slipping through the cracks.

Key Differences | Legacy Plan vs. 360MatchPro

360MatchPro includes everything offered by Double the Donation’s Legacy Plan, plus innovative new features that bring nonprofit and educational fundraising to new heights.

Key FeatureLegacy Plan360MatchPro
Hosted Matching Gift Page
Matching Gift Plugin
High-Level Summary Statistics
Fundraising Platform Integrations
Automated Email Streams
Matching Gift Auto-Submission
Detailed Analytics Dashboard
CSV Data Import
Company Exclusions
Advanced Customization Settings

Additional differences between the two subscription plans include…

Matching Gifts Within the Donation Process

Instead of taking a passive approach to matching gift promotions, such as with the Legacy Plan, 360MatchPro integrates gift-matching directly within the donation experience itself.

Specifically, the automation system empowers fundraisers to ⁠—

1. Collect donor employment information within the donation form with an embedded company search tool.

Bonus: Donors who know their gifts will be matched are more likely to increase the size of their contribution—resulting in a 51% increase in average gift amount when matching gifts are mentioned.

360MatchPro sample donation page

2. Provide employer-specific matching gift guidelines and forms from our comprehensive matching gift database directly on the donation thank-you screen.

This catches donors at their highest level of engagement where they’re most likely to pursue actionable next steps outlined on the page.

360MatchPro sample confirmation screen

This strategy makes the most of donor engagement at its highest level⁠—while individuals are actively giving to support your cause⁠—essentially incorporating matching gifts as a direct extension of the initial donation experience.

Automated and Customized Follow-Up Emails

Based on the information collected during the giving process, 360MatchPro automatically triages donors based on likely match eligibility and triggers targeted follow-ups accordingly.

These post-transaction email communications provide personalized program details and next steps⁠. This often includes minimum and maximum donation amounts, qualifying nonprofits and employees, submission deadlines, direct links to online request forms, and more.

Here’s an example of what an organization’s match emails might look like:

360MatchPro sample matching gift email

Automated matching gift outreach is a great way to remind donors of their match eligibility, encourage them to take the next steps, and guide them through the process. Not to mention, it provides an easy way for donors to update their request status so your team can better track matches to completion and more accurately forecast incoming revenue.

70+ Fundraising Software Integrations

Another fundamental advantage of 360MatchPro is that it integrates directly with nearly all of the most popular donation tools, CRMs, and peer-to-peer fundraising platforms out there. This makes it easier than ever for nonprofits and educational institutions to incorporate matching gifts in every phase of the fundraising process.

Legacy Plan vs. 360MatchPro - the latter integrates with 70+ fundraising platforms

And if we don’t already integrate with your favorite giving solution? Don’t worry⁠—we’re developing new partnerships every day. Not to mention, there’s still a lot you can do with 360MatchPro, even without a native integration with your fundraising software.

Exclusive Matching Gift Auto-Submission Functionality

If your team is looking for innovative ways to streamline the matching gift experience for your donors, auto-submission is the new feature you’re looking for.

By enabling matching gift auto-submission functionality, exclusively available through Double the Donation’s 360MatchPro in partnership with corporate giving software providers, matching has never been easier.

Legacy Plan vs. 360MatchPro - the latter offers matching gift auto-submission

Now, donors employed by select participating companies can submit their matching gifts directly from their favorite organizations’ confirmation screens. From there, 360MatchPro handles the documentation behind the scenes, providing companies with the information they need to review, approve, and pay out match requests.

This breakthrough process removes some of the most common roadblocks to matching gift completion, making corporate matching more accessible than ever before. Your donors will thank you, and you’ll have the additional match revenue to back it up, particularly as we continue to roll out the functionality for more donors and employers.

Elevated Matching Gift Conversion Rates

More corporate matches are submitted and received by donors and organizations utilizing 360MatchPro than any other matching gift solution—including Double the Donation’s Legacy Plan.

As supporters walk through the initial donation and subsequent matching gift processes, 360MatchPro is known for driving individuals further down the respective funnels. All in all, users see more individual donation revenue in addition to elevated matching gift success.

Check out the detailed findings below in a visual depiction of Double the Donation’s Legacy Plan vs. 360MatchPro:

Legacy Plan vs. 360MatchPro Conversion Funnel Comparison

More In-Depth Data Reporting

Though the Legacy Plan provides access to birds-eye view statistics, such as the top companies searched in an organization’s matching gift plugin, 360MatchPro brings the scope of matching gift data reporting to a new, comprehensive level.

Pictured in a sample dashboard below, 360MatchPro empowers fundraisers with smart insights into their current matching gift efforts as well as lucrative opportunities for expanding initiatives.

Legacy Plan vs. 360MatchPro in terms of data reporting

This 360-degree view includes analytics such as:

  • Total revenue, number, and percentage of donations marked as match-eligible
  • Total revenue, number, and percentage of matching gifts submitted
  • Total revenue, number, and percentage of verified matches received
  • Email delivery, open, and click rates

Plus, you can sync your data—donation records, employing companies, match statuses, etc.—back to your donor management system to get the most out of the information you’ve uncovered.

Insights From Orgs That Upgraded From Legacy Plan to 360MatchPro

Don’t just take our word for it! Check out these findings from a recent analysis of fundraising organizations that made the switch:

  • Over 26 million individuals work for companies with matching gift programs⁠—and 5-15% of individual contributions are marked as match-eligible.
  • Without automation, more than 78% of donors are unaware if their company offers a matching gift program. An additional 16% know their company has a program but lack knowledge regarding eligibility criteria and submission processes.
  • Moving from the Legacy Plan to 360MatchPro allows users to proactively promote matching gifts, resulting in nearly 10% of an organization’s gifts being matched annually.
  • Clients that upgrade from the Legacy Plan to 360MatchPro identify 4-5x more match-eligible donors by streamlining matching gifts into the donation flow.
  • Upgrading to 360MatchPro from the Legacy Plan results in an average of 35-50% growth in match revenue in the first year.
  • 360MatchPro’s automated matching gift emails boast a 51% open rate, which is approximately 2x the average nonprofit email open rate.
  • Email domain screening, which is one component of 360MatchPro’s identification process for match-eligible donations, can result in a 1% increase in total revenue for nonprofits.

360MatchPro brings matching gift opportunities directly to your donors, funneling in corporate revenue that had previously been slipping through your fingertips. And more than 70% of the largest nonprofits are already employing the solution!

How to Upgrade Your Account to 360MatchPro

Ready to upgrade your account? It’s easy!

To upgrade your subscription from the Legacy Plan to 360MatchPro, please submit a support ticket. You’ll want to include the following information to streamline the process:

  • The username or primary email address on file. (If you don’t have this information, please provide the name of your organization so we can locate your account)
  • A request stating, “Please upgrade my account from the Legacy Plan to 360MatchPro.”
  • An indication that you understand there will be a prorated charge to upgrade.

From there, we’ll process the request, following up via email and connecting you with an Account Executive. Our team will work to fit your organization with the right plan for your needs. Then, we’ll get you up and running with 360MatchPro as soon as possible.

You’ll be matching more gifts than ever in no time. And you can sit back and watch it happen⁠—while attending to more pressing mission matters⁠. That’s thanks to the magic of automation!

Upgrade from the Legacy Plan to 360MatchPro today.

This nonprofit marketing covers everything you need to know about promoting your cause.

Nonprofit Marketing: A Complete Guide to Spreading Awareness

Picture this: you’re scrolling through your social media feed. You see a video of your niece taking her first steps, posts about a good friend recovering from a hard-fought battle against cancer, and pictures from a family friend’s wedding. Among those posts, you see a virtual event flyer for a local 5K that’s proceeds will go toward skin cancer research. Especially after seeing posts about your friend’s situation, you’re intrigued, visit the organization’s website to learn more, and ultimately register to attend. That’s the power of effective nonprofit marketing!

A well-thought-out nonprofit marketing plan is a must these days. Between for-profits pushing products and other nonprofits promoting their missions, everyone’s vying for consumers’ attention. You need to put your cause out there by leveraging multiple platforms to push compelling messages to supporters.

If your nonprofit marketing strategy needs a refresh, you’ve come to the right place! This article will give you everything you need to build and maintain an effective plan. We’ll cover all the bases — whether you want to lean into digital marketing or stick to traditional methods. Here’s what we’ll cover:

At Double the Donation, we understand the power of effective promotion. We work with nonprofits every day to boost awareness of corporate matching gifts.

By the end of this article, you’ll have a better understanding of how to develop an effective marketing program for your nonprofit organization. From crafting persuasive messages to monitoring performance analytics, we’re confident you’ll have everything you need to spread awareness for your cause.

Work with our recommended Google Ad Grants agency to enhance your nonprofit marketing.

This section defines nonprofit marketing.

What Is Nonprofit Marketing?

Nonprofit marketing encompasses all activities and strategies designed to raise awareness and generate interest in a nonprofit organization, its mission, and its services. It involves communicating with potential donors, volunteers, and other stakeholders to increase donations, engagement, and participation in the organization.

Nonprofit marketing typically involves a combination of tactics between traditional outreach (e.g., print, radio, and TV) and digital marketing (e.g., email, social media, and online advertising). Many nonprofit organizations also develop branding guidelines, a website, and other assets to craft professional outreach that resonates with supporters.

Successful marketing for nonprofit organizations extends beyond getting your content in front of as many eyes as possible. Rather, it requires you to persuade those who feel connected to your work and inspired to make your mission a reality. Thoughtful marketing techniques will allow you to create meaningful, sustainable relationships with these supporters.

These are the benefits you can expect from an effective nonprofit marketing strategy.

Compared to for-profit marketing, marketing for nonprofit organizations is unique in that you must “sell” your mission to donors, rather than sell a product to buyers. It also has a special emphasis on relationships and storytelling. The goal is to emotionally connect with supporters while also providing information about how they can help the cause.

The channels in this section will help you get the most of marketing for nonprofit organizations.

Types of Marketing for Nonprofit Organizations

New marketing channels emerge almost every day. As a nonprofit marketer, it’s up to you to determine which ones are most effective for your cause. In any case, we recommend using a multichannel technique. Doing so will allow you to reach a wider audience and engage supporters on multiple levels.

For example, you can use social media to reach out to a younger demographic, while using direct mail and email marketing to reach an older audience. Using multiple channels also allows you to track campaigns more effectively, showing you which channels generate the best results. This will help you fine-tune your campaigns for better ROI.

However, marketing research has found that only 30% of marketers are highly confident in their ability to deliver a multichannel strategy. By developing a strong multichannel nonprofit marketing strategy, you’ll already be one giant leap ahead of 70% of marketers!

To get started, let’s dive into 10 of the most popular nonprofit marketing channels.

These are the most common nonprofit marketing channels.

Search Ads

Nonprofits can leverage search advertising to increase their digital presence and attract more donations and volunteers. With this nonprofit marketing strategy, you’ll need to bid on mission-critical keywords (like “donate to end homelessness” or “volunteer at a homeless shelter”) and create ads that target those terms.

This nonprofit marketing example shows how organizations can target mission-critical keywords via Google Ads.

Organizations have a couple of options to tap into paid search advertising and reach prospects, including Google Ads and Bing Ads. Based on its incredible reach, Google is our top recommendation for search ads.

This Google Ad Grant Impact Report explains that Google owns over 92% of the global search engine market. What’s more, Google Ads have an average ROI of $4.78, making it a cost-effective route for tight budgets.

With a thoughtful approach, search advertising can help to increase website traffic, improve your organization’s visibility, and drive donations and volunteer registrations. 

Best of all, you can tap into free search advertising through programs like the Google Ad Grant and Microsoft Social Ads for Impact.

We recommend working with a Google Grants manager to make the most of Google’s program. As our suggested agency, Getting Attention will work with you to understand your nonprofit marketing goals and design ads that champion your cause.

Instead of learning the intricacies of keyword research, you can focus on the areas of nonprofit marketing you’re comfortable with, without overlooking an important part of modern marketing.

Get a free consultation with our recommended Google Ad Grants agency to strengthen your nonprofit marketing strategy.]

Social Media Marketing for Nonprofits

Social media marketing is an effective way to reach your target audience. Nonprofits like yours can use social media to create awareness, build sustainable relationships, and establish a sense of community among supporters.

With the right nonprofit marketing strategies, you can use social media to spread the message about your mission and goals, attract volunteers and donors, and build relationships with supporters. Here are a few ways to make the most of this channel:

  • Gather feedback. Social media can be used to ask questions, prompt conversations, and gather feedback from supporters to help shape your organization’s strategy and plans. MemberClicks’ event feedback survey guide notes that only 38% of people already use social media to collect feedback on their events. However, with convenient features like polls, collecting feedback has never been simpler.
  • Share success stories and updates. Social media is a great channel for demonstrating impact through testimonials and project updates. By sharing stories about helping those in need, nonprofits can increase engagement, build relationships, and inspire others to take action.
  • Interact with supporters. Social media makes two-way communication easier than ever. Respond to comments, shine the spotlight on dedicated followers, and join conversations related to your mission.

Incorporate these nonprofit marketing strategies to get more out of your social media campaigns. Spend time identifying key platforms, understanding each platform’s audience, and creating a content calendar for the best results.

Email Marketing

Email marketing can help increase donations, boost event attendance, and build a larger support base. By sending out regular email newsletters, nonprofits can keep current supporters engaged and informed about important projects and events. Email campaigns can also be used to reach potential donors who may not be aware of the nonprofit’s mission or the causes they support.

To drive greater engagement through this channel, you might:

  • Segment your email list. Create groups for donors, recurring supporters, volunteers, match-eligible donors, corporate sponsors, and so on. That way, you can personalize content and deliver tailored engagement opportunities to each segment.
  • Use creative subject lines that grab attention. Research has shown that creative subject lines are more likely to be opened, so brainstorm interesting and engaging subject lines for each email. Remember to keep your subject lines short, as emails with long subject lines are more likely to be overlooked.

Through email marketing, nonprofits can create compelling content that resonates with their target audiences and encourages them to take action. It just takes some brainstorming on how best to reach your different audiences through this channel. Using these tips will give you a solid foundation to kickstart your nonprofit marketing strategy for email campaigns.

Cause Marketing

Cause marketing is a unique type of marketing for nonprofit organizations that involves collaborating with for-profits. It often refers to social or charitable campaigns created by for-profit brands. As its popularity has grown, companies often use this strategy to show their commitment to social responsibility. The goal is to create awareness around a cause and synthesize a message that resonates with the company or influencer’s target audience.

Take the collaboration between the shoe company TOMS and charity: water for example. Together, they launched a cause marketing campaign in which TOMS released a limited-edition collection of charity: water eyewear to raise money for clean water. For every pair sold, TOMS contributed $10 to help bring water to households in Orissa, India.

In the past, TOMS also created two limited-edition shoes and donated $5 from the sale of each one to charity: water. These cause marketing campaigns successfully raised awareness and funds for both organizations, while also promoting TOMS as a socially-responsible brand. Check out this video about the partnership that charity: water created:

As with any type of corporate partnership, we recommend partnering with people and companies whose values and mission align with your nonprofit. After all, they’ll be associated with your nonprofit and can influence your brand’s image.

Direct Mail Marketing for Nonprofits

Direct mail marketing for nonprofit organizations can help connect with audiences in a more personal way than other channels. You’re able to customize content to specific segments especially those who may not be online or active on social media. While this channel isn’t as popular as it once was, an awful lot of people still prefer the personal touch of physical outreach. 

Printing costs can add up, so consider how this channel plays into your overall nonprofit marketing strategy. For example, you might craft personalized membership renewal letters, postcards with a donation solicitation, brochures about a big capital campaign, or any other materials.

Depending on your exact materials, include some sort of call-to-action, such as your donation page URL, a QR code that leads to an event registration form, a perforated donation slip, or your nonprofit’s contact information. This will go a long way in encouraging future interactions and building relationships.

Do you have poor deliverability rates for your nonprofit’s direct mail marketing? Make sure you have the right addresses on file by conducting an address append!

Radio Advertisements

Radio ads empower nonprofits to reach large audiences in a relatively short amount of time. Ads can be tailored to a specific region or demographic, and with the right messaging, they can be quite powerful in getting your cause’s message out to the public.

Radio ads can help drive donations, event registrations, volunteer sign-ups, and awareness of your nonprofit’s mission. Additionally, radio ads are often cost-effective, making them a great way to reach potential donors, volunteers, and supporters.

Best of all, your organization might qualify for free public service announcements on local radio stations. The Federal Communications Commission requires radio stations to allot a certain amount of radio time to nonprofits. There’s one caveat, though; your messages should be formatted as announcements rather than ads.

Newspaper Marketing for Nonprofit Organizations

Ads and newspaper articles are a great way to connect with local audiences, especially if you have a particularly newsworthy cause. With the ability to include visuals and compelling copy, newspaper ads and news stories can be used to create awareness of a nonprofit.

Maybe you have a specific campaign or upcoming event that your community might be interested in participating in. That’d be a great opportunity to buy ad space or reach out to your local newspaper with a story proposal. It’s also a fantastic place to share your impact on the community. Include a call to action, encouraging readers to get involved and make a difference in their community.

Content Marketing for Nonprofits

Content marketing involves creating and distributing relevant, valuable content to attract, engage, and retain supporters. It’s also a reliable way to establish trust with your audience. Content can come in several forms, such as:

  • Blogging: This nonprofit marketing strategy is great for creating engaging articles about your cause, sharing relevant stories, and providing information about upcoming initiatives.
  • Videos: Visual content like videos can forge an emotional connection with your audience by demonstrating the impact of your cause.
  • Ebooks, webinars, and podcasts: This form of nonprofit marketing provides unique educational content that can help you connect with and grow your audience.
  • Infographics and other interactive content: As a highly shareable form of content marketing for nonprofit organizations, infographics can provide in-depth information about your cause in a visually-engaging way.

Content marketing for nonprofit organizations can position your team as knowledgeable.

This form of nonprofit marketing can help position your nonprofit as a reliable resource for news and information about your cause. Plus, it’s easy to distribute across different channels, including your website, social media, and email.

Word-of-Mouth Marketing

There’s no better way to market your cause than by relying on those who feel passionate about it. Word-of-mouth marketing enables you to leverage the power of social proof.

If you’re new to this concept, social proof is the idea that people conform to the behaviors of others in order to feel accepted. So, when someone speaks positively about your organization, their friends and family are likely to trust their recommendations.

Semrush’s marketing statistics page estimates that 88% of people had the highest level of trust in a brand when a friend or family member recommended it.

Encourage your volunteers to share their experiences, reach out to their loved ones, and post on social media to spread awareness. Some nonprofits even develop referral programs to reward those who spread the word and help attract new supporters. Note that the success of this nonprofit marketing strategy depends on strong relationships with supporters.

Mobile Nonprofit Marketing

Make supporting your nonprofit incredibly convenient by leveraging text outreach. Compared to other forms of marketing for nonprofit organizations, texts have an astoundingly high open rate. Some sources estimate that SMS open rates are as high as 98%.

Text messages are a great way to send out reminders, project updates, and calls to action. You might send out a volunteer registration form or an event registration page. With text-to-give tools, nonprofits can even use SMS text marketing to collect donations.

If you’re not already leveraging this form of nonprofit marketing, consider whether it’s a viable option for engaging your supporters and keeping them updated on your mission and goals. If you’re having trouble contacting supporters, you might want to double-check that you have the right phone numbers on file with a phone number append.

This section walks through the steps for creating a nonprofit marketing plan.

How to Create Your Nonprofit Marketing Plan

As a nonprofit marketer, you already know you’re working with limited resources. That’s why it’s vital to create a nonprofit marketing plan.

A plan will help you leverage existing resources to reach your target audience and maximize impact without overspending. Developing a solid nonprofit marketing plan requires thoughtful planning and research, as well as a thorough understanding of your organization’s objectives.

While each organization’s plan will vary, there are some common steps you can take to create yours.

Follow these steps to create your nonprofit marketing plan.

Conduct a nonprofit marketing audit.

Evaluate your organization’s current marketing strategy and activities to identify areas for improvement. Assessing past performance helps you build off what works and what doesn’t, so you can avoid the same mistakes.

When conducting your nonprofit marketing audit, we recommend analyzing:

  • The platforms you used. Did they help you reach your target audience? Did certain ones yield better results and engagement than others?
  • The progress you made toward goals. Were your goals too ambitious, or did you blow them out of the water?
  • The KPIs you chose. Did they accurately gauge success? If you could go back, which metrics would you monitor instead?

Essentially, you’re determining what worked well and what could be improved for future outreach during this stage.

As a helpful tip, determine if you can reuse any old marketing materials (like photography, written content, or videos) during this step. Even if you can tweak existing collateral, that’ll save your team time that can be spent on other areas of your mission.

Define your nonprofit marketing goals.

Actionable goals will ensure every team member is on the same page when crafting messages. Let’s say your overall objective is to provide free educational resources like peer mentoring to at-risk youth. You might achieve that objective through nonprofit marketing by:

  • Sharing testimonials from program participants and mentors on social media
  • Promoting your services on Google search on maps through the Google for Nonprofits program
  • Asking for volunteers on local radio stations
  • Sending a monthly email newsletter with updates on your peer mentor program

Create goals for each of these channels. For example, you might set a goal to “increase your social media following by 10% and post twice a week to educate your community about the poor state of education by the end of the year.” 

We recommend using the SMART method to ensure your goals are specific, measurable, attainable, relevant, and time-bound. That means you’ll need to create a clear goal, attach metrics, and set a deadline. To ensure it’s within reach, your goal should be incrementally higher than past performance.

Determine your audiences.

Each nonprofit has a variety of audiences. You’ll need to define each group you’re attempting to target, so you can create messages that resonate with each segment. For example, an animal shelter might target animal-loving donors, volunteers, and adopters.

A quick way to organize your audiences is by using your constituent relationship management (CRM) software’s segmentation features. By separating your contacts with tags and lists, you can send the most inspiring outreach to the right groups.

Create a nonprofit brand guide.

Every piece of communication should strengthen brand awareness. The second someone sees outreach from your organization, they should immediately know it’s associated with your cause. Define elements like:

  • Your nonprofit’s voice and personality
  • What makes your nonprofit unique from similar organizations
  • Your official fonts and colors
  • Imagery standards

Knowing how to position your nonprofit makes it easier to create cohesive messages. In turn, your nonprofit will connect with supporters on a deeper level and gain their trust.

For a reliable framework, check out Getting Attention’s nonprofit marketing plan guide. You can explore common methods for reviewing past performance, setting benchmarks, and spreading brand awareness.

The nonprofit marketing strategies in this section will help you connect with more supporters.

Nonprofit Marketing Strategies to Drive Results

Following the steps laid out above, you’ll establish a solid foundation for your outreach. Now, it’s time to tweak your nonprofit marketing plan with strategies that drive meaningful results for your cause.

Promote Matching Gifts.

Corporate giving is one of the most influential fundraising strategies your nonprofit can pursue. However, an awful lot of matching gifts that go unclaimed each year — it adds up to about $4-$7 billion in unclaimed gifts each year. We can attribute that to poor nonprofit marketing strategies.

If you want to boost matching gift awareness, here are a few channels you can use:

  • Your website: Create content on your website about corporate giving. We suggest starting by embedding our employer search tool into your donation page, which inserts corporate giving into the donation process. Then, dive further into it by developing a ‘Ways to Give’ page and a dedicated matching gifts page.
    Create web content about matching gifts to strengthen your fundraising through effective marketing for nonprofit organizations.
  • Search ads: Use Google Ads to promote your website’s corporate giving content. You can target general terms related to supporting your nonprofit, helping to connect with individuals who might not know about matching gifts. Our guide to promoting matching gifts with Google Ads takes a deep dive into this nonprofit marketing strategy.

Using matching gift autosubmission, you can even cut out a few steps in the match request process. Donors can conveniently select that they’d like our tools to check their eligibility and submit a match request to their employer for them. Marketing matching gifts as a convenient way to give will go a long way in pushing your mission forward.

Check out Top Nonprofits’ Matching Gifts Research Report for some examples of how real nonprofits promote matching gifts, like the example above.

Make the Most of Google Ads.

As we explored earlier Google Ads are an incredible way to market your mission. However, their team understands that most nonprofits are limited on resources, which is why they offer free access to the platform to eligible organizations.

By applying for Google Grants, you’ll receive $10,000 to spend on the platform every month. Don’t let this free nonprofit marketing money go to waste, though! Here are a few ways to maximize your success:

  • Carefully research your keywords. You’ll need to choose keywords that will connect you with the right users. Keywords should relate to your mission and services and target a specific user intent, like donating or volunteering.
  • Leverage geotargeting. Search advertising platforms allow you to target specific geographic areas and demographic groups, allowing you to reach the right people with the right message. Use this feature to make the most of your Google Ad Grant.
  • Use strong headlines and effective copy to grab attention. Your ad’s headlines and copy will be displayed on the search results pages for keywords you bid on. Spend time crafting ones that capture people’s attention. To simplify A/B testing, Google offers Responsive Search Ads (RSAs). You’ll enter a variety of headlines and copy. Then, Google will automatically test different combinations to drive better results.

While incredibly beneficial, the Google Ads interface can take some time to master. Keyword research might be challenging if you’re unfamiliar with Google Keyword Planner, and adhering to compliance regulations can be a bit tricky. That’s why we recommend working with the Google Grants experts at Getting Attention. They’ll help you apply for the program, set up your account, and create ads that take your nonprofit marketing to the next level!

Improve your nonprofit marketing strategy by working with our recommended Google Ad Grants agency.

Keep learning about marketing for nonprofit organizations with these resources.

Final Thoughts

Nonprofit marketing is essential for driving donations and growing awareness for your cause. Through targeted outreach, nonprofits like yours can engage potential donors, volunteers, and other supporters to build relationships that will then help to further worthwhile missions.

By practicing effective marketing strategies, you’ll naturally boost visibility for your work and foster a sense of community around your cause, inspiring others to join and participate in your events. As you go, make sure to monitor your results every step of the way, so you can make adjustments and generate greater results for your brand awareness.

The best nonprofit marketers never stop learning! As you start to build out your nonprofit marketing plan, explore these additional resources:

Chat with our recommended Google Ad Grants agency to learn how Google Ads can strengthen your nonprofit marketing.

Top Matching Gift Practices | Actionable Insights & Examples

Top Matching Gift Practices | Actionable Insights & Examples

Nonprofits, schools, and other fundraising groups are always on the lookout for new and improved ways to fund their missions. Corporate matching gifts offer an excellent fundraising lift, but many organizations have an underdeveloped strategy for pursuing this funding source. That’s why we recommend taking a look at matching gift practices from nonprofits that are already seeing high levels of success.

Recent findings have analyzed the highest revenue-generating peer-to-peer-based fundraisers and compiled a number of top strategies followed by each. Based on the report, we’ve created our own list of matching gift best practices that we suggest nonprofits employ:

  1. Understand the importance of matching gifts in overall fundraising.
  2. Establish a plan to drive matching gift participation in fundraising efforts.
  3. Create a detailed and easily accessible matching gift page.
  4. Incorporate matching gifts within the donation form.
  5. Provide company-specific program details on the confirmation screen.
  6. Send personalized matching gift emails post-transaction.
  7. Leverage innovative matching gift software.

Over the course of this guide, we’ll provide actionable insights and real-world examples of fundraisers having successfully implemented these practices. In the end, we hope that these exemplary organizations and practices will inspire you to take your matching gift program to the next level.

1. Understand the importance of matching gifts in overall fundraising.

The first step in optimizing your matching gift fundraising plan has to do with understanding its value. After all, when you (and your team) know why you’re doing what you’re doing to pursue matching gift opportunities, you’ll tend to be more motivated to see results.

So here’s why. The benefits of matching gifts for nonprofits are generally threefold ⁠—

  • Increased corporate philanthropy funding. One of the most apparent advantages of matching gift programs is the corporate match donations that an organization receives. Think of it like the “free” part of a “buy one, get one free” promotion. When donors participate, they funnel additional corporate revenue from their employing companies to your organization. And doing so produces substantial results!
  • Increased individual giving revenue. Not only do matching gift programs increase nonprofit fundraising by making more corporate funds available, but they also elevate individual giving in a few key ways. In fact, Double the Donation research reports that over 84% of survey participants are more likely to donate, and 1 in 3 donors would contribute a larger amount if matching is applied to their donation.
  • Increased donor engagement. Nonprofits that employed strategic matching gift follow-ups saw up to 6x more post-donation engagement opportunities. Each outreach message is another chance to keep your cause at the top of donors’ minds for longer. This encourages supporters to get further involved with (and make a larger impact on) your organization without reaching back into their own wallets.

All in all, fundraising research demonstrates a positive correlation between matching gift practices and overall fundraising success.

Check out this graph from the Top Nonprofits report that illustrates the finding, with each point representing a top P2P event according to its total revenue and matching gift score:

Chart detailing the correlation between matching gift practices and overall fundraising revenue

This shows us that the more developed an organization’s matching strategy, the higher fundraising revenue they can expect. And at the same time, the higher the fundraising revenue an organization sees, the more developed its matching gift strategy likely is.

In other words, exploring matching gift practices like the ones outlined below typically produces multi-faceted fundraising success.

2. Establish a plan to drive matching gift participation in fundraising efforts.

Once you understand the value of matching gifts⁠, it’s time to begin developing (and/or finetuning) your plan to maximize the funding source. Why?

Another key finding from the Top Nonprofits report saw that 100% of the P2P Top 30 fundraisers have some sort of dedicated matching gift strategy in place. While the extent of their efforts varies from one organization or event to the next, the fact that every nonprofit that made the list incorporated matching gifts in their fundraising plan in one way or another remains significant.

Follow these leading organizations’ examples and be sure that your team takes the time and effort to establish a well-thought-out plan regarding corporate matching. For the best results, we recommend incorporating the rest of these impactful matching gift practices pursued by the top fundraising organizations in your overall strategy.

3. Create a detailed and easily accessible matching gift page.

As a nonprofit fundraiser, you likely understand that your organization’s website is one of your most valuable assets for marketing, donor engagement, and more. It makes sense that you’d want to use that resource to promote matching gifts to your audience⁠.

Hosting a dedicated matching gift web page is one of the best ways to do so⁠—and 93.3% of the P2P Top 30 agree!

Let’s take a look at an inspirational example from one of the Top 30 fundraisers included in the study⁠.

Example matching gift page from Covenant House

Here’s what this organization did well in its matching gift web page:

  • Shared a brief explanation of matching gift programs and their value for donors and nonprofits;
  • Embedded an auto-completing matching gift database search tool, providing access to tens of thousands of companies’ matching gift program guidelines with a few clicks;
  • Overviewed the process involved for donors to get their gifts matched on behalf of the organization;
  • Provided contact information often required in donors’ submission forms, ensuring everything they need is all in one, readily available hub;
  • Ensured the page was easily accessible from the website’s main “Get Involved” tab.

The organization even provided an additional tab on its workplace giving page that targets potential corporate sponsors, highlighting details such as the number of companies involved, matching donations made, and total revenue raised through such programs.

4. Incorporate matching gifts within the donation form.

We’ve long stated that including matching gifts directly within the donation experience itself is one of the best ways to get the ball rolling for donors. And if the fundraisers whose practices were analyzed during the research report are any indication, many top nonprofits agree.

For one, a donation page provides an excellent opportunity to collect much-needed employment information from donors. Once you have this data, your team can then trigger targeted communications to drive more matches to completion.

Plus, simply mentioning matching gift opportunities within your online form allows your donors to begin familiarizing themselves with the idea of the programs as early as possible.

Here’s one organization that made the most of its online giving page to promote matching gifts.

Example matching gift donation page from the Walk to End Alzheimer's

Here’s what this organization did well on its donation page, specifically in regard to matching gifts:

  • Established a dedicated section within the form, clearly labeled “Matching Gifts,” to grab supporters’ attention as they give;
  • Provided a brief overview of matching gift programs and how to use the embedded search tool to locate company information;
  • Shared next steps in the matching gift process, ensuring donors can expect additional information pertaining to their gifts and matches on the confirmation page.

By implementing these matching gift practices and more, the nonprofit was able to see standout match success through key peer-to-peer programs and additional fundraising efforts. Not to mention similar donation form tactics were also employed by many other high-ranking organizations included in the matching gift report.

5. Provide company-specific program details on the confirmation screen.

The next recommended practice has to do with the step directly after an individual completes an online donation form. In nearly all cases, the user then automatically reroutes to a gift confirmation screen. This page acknowledges that the donation was submitted, thanks the supporter for their contribution, and provides additional opportunities for involvement.

And throughout the matching gift research report, we saw that the vast majority of top nonprofits (~83.3%) also use this valuable piece of real estate to further promote matching gift participation.

Let’s take a look at one example of this practice.

Example matching gift confirmation page from the Pan Mass Challenge

Here’s what this organization did well on its confirmation page, specifically regarding matching gifts:

  • Provided detailed information about an individual’s contribution, enabling them to easily compare against their company’s established matching gift eligibility criteria;
  • Embedded an auto-populating matching gift widget, complete with specific program information for the company they selected on the previous page;
  • Inspired immediate action with links straight to company guidelines and online submission forms.

Offering a simpler matching gift experience following an initial donation increases the likelihood of donor participation. That said, fundraisers like this team aim to streamline the process while making the most of still-high levels of supporter engagement. And when done so effectively, many donors choose to initiate their matches right from the confirmation screen.

6. Send personalized matching gift emails post-transaction.

For donors who ultimately don’t choose to get their gifts matched directly from the confirmation screen, we know that sending follow-up emails can be the next best step. That’s why 86.6% of the P2P Top 30 are pursuing matching gift opportunities with post-transaction messaging.

Let’s take a look at one leading organization’s post-donation communications⁠—and how they highlight matching gifts.

First, here’s the donation receipt an individual receives in the minutes after submitting their gift:

Example matching gift follow-up email from LLS

And this is what the follow-up matching gift email looks like:

Example matching gift follow-up email from LLS

Here’s what this organization did well in its post-donation matching gift communications:

  • Thanked donors for their initial support, acknowledging their gift impact and the opportunity for amplified results from corporate matching;
  • Leveraged customizable messaging, using the nonprofit’s own consistent branding (fonts, images, colors) and email domain;
  • Included matching gift information in both the gift confirmation email/donation receipt;
  • Sent messages in a timely manner, with the donation receipt and initial matching email coming in within the first hour after the gift being made;
  • Let donors know within the gift receipt that they will receive additional email correspondence with next steps for matching gifts;
  • Referenced personalized details, such as the donor’s name, acknowledgment of a recent gift, and the company they work for;
  • Shared company-specific matching gift eligibility criteria, including minimum and maximum donation amounts, match ratios, request deadlines, and more;
  • Provided direct links to the online submission portal for the donor’s employer, empowering them to initiate a match with ease.

The matching gift email also encourages supporters to follow up with the organization for a quick matching gift status update after submitting their request. This enables the nonprofit’s development team to better track and forecast incoming match revenue.

7. Leverage innovative matching gift software.

While it’s technically possible to develop a matching gift strategy without the aid of dedicated technology to power your efforts, doing so is likely to require substantial investments of time, effort, and resources. On the other hand, matching gift software can go a long way toward streamlining and automating the process.

As you consider the possibilities, it’s worth noting that, of the organizations’ practices analyzed in the Top Nonprofits report, those that use matching gift software saw average matching gift scores more than twice as high as those that did not appear to use matching gift software.

Still, choosing the right software provider is essential, as well. The study reports that 73.3% of the P2P Top 30 fundraisers⁠—and ⁠90% of the 10 highest-earning events—leveraged Double the Donation’s match software.

Pie chart examining matching gift software providers used by the P2P Top 30

Not to mention, employing a best-in-class technology solution like Double the Donation can also help your team incorporate the above best practices into your matching gift strategy⁠—from hosting a dedicated matching gift page (complete with an embedded company search tool) to highlighting matching gifts throughout the giving experience and beyond.

If you’re interested in exploring Double the Donation’s automation platform, 360MatchPro, you can request a demo here to get started.

Plus, keep in mind that your more general fundraising technology can play a significant role here, as well. For example, Top Nonprofits indicates that organizations using tools without sufficient matching gift integration and customization options saw significantly lower matching gift scores overall⁠⁠—compared to fundraisers whose giving tools integrated seamlessly with a matching gift solution.

That said, we recommend taking a look at Double the Donation’s wide array of technology partners if you’re in the market for a new fundraising platform that will work well with an elevated matching gift strategy.

Wrapping Up

Whether your team is just getting started with matching gifts or you’re looking to optimize an existing strategy, taking a look at tips and tricks followed by organizations with impactful matching gift efforts can go a long way.

Integrating the above matching gift practices in your nonprofit’s fundraising has the potential to bring your overall giving to previously unimaginable heights. And now’s the best time to get started!

Keep up the learning—explore additional resources from Double the Donation and other matching gift industry experts below:

Bring matching gift success to your own organization with Double the Donation's matching gift practices, tips, and tools.

Image with text that says "Double the Donation Releases Enhanced Blackbaud CRM Matching Gift Integration Using New Blackbaud SKY API" with the Blackbaud and Double the Donation logos and a handshake graphic

Double the Donation Releases Enhanced Blackbaud CRM™ Matching Gift Integration Using New Blackbaud SKY API®

Double the Donation is excited to debut an enhanced Blackbaud CRM™ integration with Blackbaud’s new SKY API® technology. As a Premier ISV Partner in the Blackbaud ecosystem and a SKY API early adopter, Double the Donation is thrilled to release this updated iteration to the Blackbaud CRM integration.

This innovative solution will further streamline the matching gift process and help organizations continue to take advantage of the billions of dollars in unclaimed matching gift revenue.

“Blackbaud is constantly looking for ways to innovate and propel our technology forward, and the 360MatchPro and Blackbaud CRM integration using our new SKY API technology does just that,” said Bill Walsh, Director of Innovation Blackbaud. “With this enhancement, organizations can utilize the leading matching gift solution and raise more from matching gifts without sacrificing staff time or effort.”

This enhanced matching gift technology makes it even simpler for Blackbaud CRM users to connect their Blackbaud and 360MatchPro instances and start raising more from corporate matching gifts.

“It’s been an exciting process as our development team started working with Blackbaud’s new SKY API technology, and we are thrilled to release this enhanced integration functionality,” said Adam Weinger, President of Double the Donation. “This new technology allows organizations to focus on the most important parts of their mission while still increasing matching gift revenue with the power of 360MatchPro.”

360MatchPro and Blackbaud CRM’s integration equips fundraisers with the industry leading matching gift software, effortlessly connecting donors to next steps and raising more for the causes that matter most.

360MatchPro - Activate in seconds and start raising more from matching gifts!

Activate in Seconds and Start Raising More from Matching Gifts!

With this seamless integration and streamlined activation process, you can connect your Blackbaud CRM and 360MatchPro instances in minutes.

Image depicting the integration activation screen for Blackbaud CRM

Once you’ve connected Blackbaud CRM to your 360MatchPro account, you’re all set! 360MatchPro allows you to send automated email notifications to donors to determine their matching gift eligibility and then connect donors to their matching gift application form based on their employer information. This means donors can start the matching gifts process with just one click making it even easier to drive revenue with matching gifts.


Drive More Matching Gifts to Completion with 360MatchPro!

360MatchPro ensures your matching gift opportunities don’t fall through the cracks.

Take advantage of this solution to:

Identify more matching gift revenue opportunities: 360MatchPro enables you to automatically collect matching gift eligibility from donors using email domains, within donation forms, on confirmation screens, or by email. The more matching gift opportunities 360MatchPro discovers and shares with donors, the more matching gift requests your donors will successfully submit.

Drive more matches to completion, from form submission to corporate payment: Direct donors immediately to their matching gift forms after the donation process is complete. Then, provide the right information to the right donors at the right time with custom emails based on match eligibility. Target follow-ups drive more completed submissions than ever before, bringing exponentially more matching gift checks from companies through your door.

Reallocate your time from routine follow-up to your top opportunities: Your time is valuable, so why spend it chasing small dollar-value matching gifts? Let 360MatchPro automate your matching gift outreach while flagging your highest-value opportunities, allowing your team to personalize follow-ups to the most valuable match-eligible donations. Rest easy knowing that 360MatchPro can handle the rest.

360MatchPro features - identify more opportunities, drive matches to completion and reallocate time to your top priorities

Ready to drive matching gifts for your next fundraising effort? Schedule a personalized demo to learn how matching gifts can fund your mission.

About Blackbaud: The Blackbaud Partner Network is a group of leading technology and services firms providing the social good community with the solutions, applications, and strategies they need to make a difference in their local communities and worldwide. To learn more about Blackbaud’s Technology Partner program, visit:

About Double the Donation: Automate your matching gift fundraising with the industry-leading solution from Double the Donation. The 360MatchPro platform provides nonprofits with tools to identify match-eligible donors, drive matches to completion, and gain actionable insights. 360MatchPro integrates directly into donation forms, CRMs, social fundraising software, and other nonprofit technology solutions to capture employment information and follow up appropriately with donors about matching gifts. To learn more visit