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
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.
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:
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:
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: