Learn more about best practices for matching girl wording, text, and verbiage!

Matching Gift Wording, Text, & Verbiage: Best Practices

The wording used in various matching gift appeals is an important aspect to consider when revamping your organization’s matching gift strategy. At Double the Donation we try to help our nonprofit clients maximize their fundraising through matching gift programs so we compiled examples of suggested text when marketing matching gifts to donors.

Matching gifts are a great source of additional revenue for nonprofits. Choosing the right message when promoting matching gifts can be the determining factor in whether or not a donor takes a few minutes to lookup their employer’s match program.

Matching Gift Text Best Practices

Matching Gift Text Best Practicesnavigation-bar

A easy way to increase the visibility of your matching gift promotion is to create a dedicated page for matching gifts either on your website or by using a custom match page on Double the Donation’s servers. Across your marketing efforts you can include text links to this page to help inform donors of their employers match programs.

For example, if you want to include matching gift text in your navigation bar, the exact wording your organization uses is vital when a donor is making the decision to click on the link or move on. The image to the right is a good example of matching gift text.

Other recommend matching text options include “Double your Donation” or “Matching Gift Company Search.”

We don’t recommend nonprofits use verbiage such as “Corporate Matching” or “Corporate Giving” since the wording doesn’t resonate with individual donors.

Discover how nonprofits use our tools to increase your matching gift revenue.

Matching Gift Blurb Best Practices

Matching Gift Blurb Best Practices

Don’t worry if you’ve never heard of a blurb before. It’s a short piece of writing, usually accompanying a piece of creative work. An example might be the words you place under an image advertising matching gifts.

If you send out emails or paper inserts to your donors that promote matching gifts or volunteer grants, you should be thinking about the matching gift blurb that accompanies these works. Your matching gift blurb doesn’t have to be complicated. In fact, brevity is important. You want to get the message across before the reader loses interest.

An example of a simple blurb might be, “Does your employer match your donations to organizations like ours? Click here to double your impact by using your employer’s donation matching program.”

The “P.S.” line of a letter or email is also an effective spot to highlight matching gifts. For example, sample text on an acknowledgement letter be “Thanks again for your donation! Click here to see if your company will match your donation so the impact of your gift can be doubled. Then point donors to your matching gift search tool where they can access the forms, guidelines, and instructions that they need to submit matching gifts.

Here are a few examples of the valuable information your donors can receive if you use Double the Donation’s matching gift tools:

Check out hundreds of examples from nonprofits who do a great job of marketing matching gifts

Matching Gift Verbiage Best Practices

Matching Gift Verbiage Best Practices

When making an appeal to donors, or potential donors the wording of your appeal is important. Breaking it down further, your choice of verbs can affect the success of a campaign.

People often need a call to action in order to get involved. The key is to ask your donors to do something, to somehow take action. Matching gift appeals need action verbs.

In an email or webpage, phrases like “click here” or “read more” tell your audience what they need to do in order to help the cause. A button, like the one to the right, that links directly to content can also be useful.

Individuals want to help. Too often they are held back by a lack of information and no clear directions for how they can be of service. Using the right, clear verbiage can help clarify the steps your donors need to take next.

About Double the Donation's Matching Gift Service

About Double the Donation’s Matching Gift Service:

Double the Donation’s service is designed to help nonprofits raise more money from employee matching gift programs. Our tools can help your organization raise donor awareness and make it easier for your donors to submit matching gifts.

We encourage you to check out the following resources:

Promoting Matching Gift Grants at Companies

Corporate Example: Promoting Grant Programs to Employees and Retirees at Texas Instruments

Are you a corporate executive trying to figure out why your well thought out and generous giving programs aren’t being utilized as much you’d like? If so, this article is for you!

Reasons for Low Participation in Employee Giving Programs

Lack of awareness is the most common reason donors and volunteers aren’t submitting grant requests. One of the things we hear from our nonprofit clients’ donors is that they often have no idea their employer offers a matching gift or volunteer grant program until they searched our online database of matching gift companies. Sure, if you’re the HR rep or president of your company’s foundation you’re well aware of the giving programs, but for the average employee, the programs are often very much a mystery.

If you’re one of the companies that offer grants for retirees as well, imagine how unlikely it is that they’re kept in the loop. The key to increasing utilization can be boiled down to increasing awareness and making the submission process easily accessible.

Wide Distribution of Information

Do you want to get a feel for how good (or bad) of a job your company is doing promoting matching gifts? Don’t ask employees “do you know about our matching gift program” because you’ll get very skewed answers, since no one wants to look uninformed. Instead ask a more open ended question such as “what do you know about the corporate giving benefits available to you?”

Texas Instruments is one of the many companies which both matches donations and offers grants for volunteering. While we don’t have a complete picture on how they promote their matching gift and volunteer grant programs, they definitely take a proactive approach!

Below is copy of their alumni / retiree e-Newsletter from last year’s holiday season. Included in it was a section on how retirees can make their charitable gift giving go farther. We’ve also seen similar examples of the company promoting employee giving programs to current employees so it’s clear they’re one of the companies doing a great job of distributing employee giving information.

Newsletter promoting matching gifts and volunteer grants to retirees

We encourage your company to take a look at how you’re communicating matching gift information to employees and retirees.

Easily Accessible Guidelines and Submission Information

While Double the Donation doesn’t administer matching gift programs for corporations, we often hear from confused donors who are trying to submit match requests, but can’t figure out the process. While there are countless examples of companies doing a good job promoting these employee giving programs, let’s stick with Texas Instruments since they make it easy not only for employees, but also retirees.

Accessible Matching Gift and Volunteer Grant Information | Texas Instruments Alumni Website

Through the Texas Instruments Alumni Association, there’s a clear link in the website’s navigation bar to a section called “matching gifts.” Within the page, there are detailed guidelines, a link to submit a match request electronically, and a phone number which retirees can call in case they need assistance. It’s a perfect example of providing employees with the information they need to take advantage of the giving programs they’re eligible for.

General Takeaways:

  • Lack of awareness is the number one reason employees and retirees don’t utilize matching gift and volunteer grant programs.
  • Evaluate where and how you’re promoting matching gifts to determine if you should expand your marketing to employees.
  • Create a page on your company website with guidelines and links to the appropriate matching gift form.

Additional Resources for Corporations

Are you a corporate employee looking for ways to more effectively design and manage your employee giving programs? The following resources and articles may interest you: