GuideStar Articles Matching Gifts

Feature Matching Gifts on Your Nonprofit’s Ways to Give Page

A ways to give page is where your donors can access the complete list of options for donating to your nonprofit. Those options might include regular donations, volunteering, matching gifts, and more. A good ways to give page promotes the breadth of a nonprofit’s donation options.

Example: Cure JM’s Donation Options / Ways to Give Page
(http://www.curejm.org/donate/index.php)

Cure JM ways to give page

Cure JM has two giving options: you can donate or you can apply for a matching gift. The matching gift box is large, easy to read, and is well-integrated into the page layout. Users don’t have to dig around for matching gift information because the Double the Donation widget jumps right out at them.

Organization is vital to a successful ways to give page, as further demonstrated by Alliance Theatre’s page:

Example: Alliance Theatre’s Ways to Give Page
(http://alliancetheatre.org/content/individual-giving)

Alliance Theatre ways to give page

Alliance Theatre’s giving options are visible, legible, and, while they all adhere to a standard format, each stands out as its own entity. Alliance Theatre’s matching gift link is nothing fancy and doesn’t jump out as much as Cure JM’s, but it’s clean and works with the page’s color scheme and format. There is no clutter and it’s easy to recognize the presence of several giving categories.

If you have time to be a rock star, here’s an awesome ways to give page from the Colon Cancer Alliance:

Colon Cancer Alliance ways to give page

You want to showcase your giving options in a clean, conspicuous manner. Graphics and simple text, as used here, do a great job of accomplishing that mission. The general idea is to promote matching gifts on your website to increase donations. Worry about function first and aesthetics later.

When you click the matching gift links on any of the above ways to give pages, where do they take you? The dedicated matching gift page for each organization, of course.

Example: National Kidney Foundation’s Dedicated Matching Gift Page

National Kidney Foundation page

Learn more about dedicated matching gift pages with our comprehensive guide.

As for ways to give pages, they promote the full range of your donation options, so be sure to include matching gifts. A lack of awareness is the number one reason why donors fail to submit matching gift requests.

Matching Gifts Social Media

Feature Matching Gifts in Your Nonprofit’s Facebook and Twitter Posts

An article from Forbes revealed that, “92% of marketers claimed that social media marketing was important for their business, with 80% indicating their efforts increased traffic to their websites.” If you’re trying to raise awareness for matching gift programs, social media offers fruitful options.

Websites such as Facebook and Twitter allow you to appeal to your decidedly tech savvy audience, which, in our technologically reliant world, could be a bulk of your donors. Furthermore, a sizable online following offers social proof that your nonprofit is both credible and well-respected.

Marketing matching gifts through social media is both its own step and a conglomeration of all your social media tactics. Let’s take a look at the Twitter profile of CASA Pikes Peak Region to see social media versatility in action:

CASA twitter feed

The tweet in the green box is an example of straight pitching matching gift programs. This is the actual call-to-action, and this is what you need to do on social media to increase matching gift awareness. The other tweets all help to build follower interest, so, when this matching-gift-specific tweet gets posted, people actually pay attention to it because they’re emotionally engaged with both the organization and the content that they share.

You can’t market matching gifts all of the time, and you shouldn’t, as your followers will grow bored. Share meaningful material and build relationships so that when the time for marketing comes it feels organic and unimposing to your followers.

What types of posts best spread the word about matching gifts? There are more social media sites than you could ever use, so we’ve selected the two main players. You’ve likely heard of these sites, and we’ll provide concrete examples of posts that will engage donors.

Facebook

Facebook algorithms pick up on gimmicks, so, unless you pay to promote your content, you need to remain abreast of what Facebook will prioritize and what they will hide.  With tens of thousands of possible posts to present each time a user logs on, Facebook continuously tweaks its standards for what content people see.

Facebook communications director Brandon McCormick told Businessweek that, “People would rather see posts about a sale, or a new pair of pants that’s come in. Keeping the posts relevant to the kind of business that you have is really important.” In essence, stay on task with your content in terms of what people want to see and who you are as a nonprofit. Talk about matching gift programs, but in a creative way.

Example Facebook post from the Charcot-Marie-Tooth Association (CMTA)

Matching Gift Facebook post

CMTA include both a link to their matching gift page and a conspicuous graphic. It’s hard to miss their appeal for matching gifts and it is simple to navigate to the applicable matching gift webpage.

Example Facebook post from the Lazarex Cancer Foundation

Lazarex Facebook post

Lazarex provides on-point text and a graphic that links to their matching gift page. Promotion need not be any more complicated than this.

Example Facebook post from the National Kidney Foundation

Facebook Matching Gift Post

If a matching gift post could be a rockstar, this would be Kurt Cobain. Much like the CMTA post, the National Kidney Foundation combines informative text with an attention grabbing graphic, but look at all those Likes, Comments, and Shares.

The graphic is split in two, with the question mark grabbing the attention and the white text holding the attention. Chances are that most people will check out the graphic first, but then they’ll likely read the text above, too, and see the link. That link takes donors to a dedicated matching gift page, which is a crucial step towards landing more donations. Donor engagement with this post helps it to appear on more newsfeeds, so more donors become aware of matching gifts, which should lead to increased fundraising success. You want to go viral.

Additional Matching Gift Facebook Post Templates

  • We sincerely appreciate all donations to [Your Organization’s Name]. Did you know that your generosity has the potential to be doubled, tripled, or even quadrupled? Check to see if your employer offers a matching gift program. [Insert Your Double the Donation Matching Gift URL]
  • A huge thanks to all of our donors, and a double thanks to those who submitted matching fund requests. Does your employer offer a matching gift program? Check today. [Insert Your Double the Donation Matching Gift URL]
  • What do Microsoft, Bank of America, IBM, and Verizon have in common? They all match employee donations to nonprofit organizations. If you donate, or have donated, to us and work for one of these four companies, your employer will double your donation. Many major employers offer similar programs. Search to discover if your employer offers a matching gift program, as well as to gain access to program guidelines, how-to instructions, and relevant forms. Thank you for taking five minutes to double your donation. [Insert Your Double the Donation Matching Gift URL]

In addition to text, graphics help to grab readers’ attentions. If your image doubles as a clickable link, that’s even better.

Double the Donation clients can access a variety of pre-made and ready-for-Facebook (and Twitter) graphics here.

Twitter

140 characters is not a lot of space, but it’s enough room to get creative about matching gift appeals.

Example Twitter post from the Center for Puppetry Arts

Center for the puppetry arts twitter

No need to complicate matters. A concise call to action and a link is all you need.

Example Twitter post from the Hereditary Neuropathy Foundation

HNF tweet

The tweet’s link sends the donor to the below dedicated matching gift page, which you can learn more about with our comprehensive guide.

Example dedicated matching gift page from the Hereditary Neuropathy Foundation

HNF page

The link is the tweet’s call to action in action. The goal is to earn a click in order to take donors to where it’s a simple five minute process of discovering if their employers match gifts and submitting the necessary forms.

Additional matching gift Twitter post templates

  • Did you donate to us in 2014? There’s still time to submit a matching gift request to your employer. Click, don’t scroll! [Insert Your Double the Donation Matching Gift URL]
  • It takes only a few minutes to submit corporate employee matching gift forms. Have you submitted yours? [Insert Your Double the Donation Matching Gift URL]
  • It’s February – do you love us? We love you, too! Click here to see if your company will double your donation:  [Insert Your Double the Donation Matching Gift URL]

Facebook has the largest community. Twitter is the modern way donors stay up to date with the organizations they care about. Leverage your social following with well-crafted posts and you can increase corporate matching donations.

NeonCRM Matching Gift Integration

NeonCRM Matching Gift Integration Guide

Does your nonprofit use NeonCRM?

Are you looking to incorporate matching gift information into both your website as well as the NeonCRM donation process?

If so then this NeonCRM / Double the Donation Matching Gift Integration guide is for you.

Double the Donation Matching Gift Integration Guide

 

Double the Donation’s Relationship with NeonCRM:

NeonCRM empowers nonprofit and membership organizations to raise more money, while helping your nonprofit’s staff manage day-to-day processes more efficiently through automation. NeonCRM’s all-in-one database and online forms integrate with any website, auto-feed data into NeonCRM, and allow for real-time processing and recurring payment scheduling.

Double the Donation is the leading provider of employee matching gift data and services to nonprofits. Double the Donation helps nonprofits raise more money from employee matching gift programs by providing easy access to the company specific matching gift forms, guidelines, and instructions that a nonprofit’s donors need.

Purpose of this guide: This guide is designed to help organizations who use NeonCRM incorporate Double the Donation’s employee matching gift information into the fundraising process.

The below steps are applicable to nonprofits which already have an account with Double the Donation (Tier 2 and above) and NeonCRM. If you don’t have an account with Double the Donation you can:

NeonCRM and Double the Donation are two separate and unrelated companies.

 

Four Ways to Integrate Double the Donation’s Matching Gift Plugin with NeonCRM:

NeonCRM Matching Gift Integration

There are four recommended ways to integrate Double the Donation’s matching gift search tools into your nonprofit’s fundraising strategy:

  1. On a dedicated matching gift page
  2. On the donation screen
  3. In automated donation acknowledgement emails
  4. In separate matching gift email campaigns

To maximize matching gift results we encourage organizations to incorporate Double the Donation’s tool into as many locations as possible.

 

Incorporate Double the Donation’s matching gift plugin into a Dedicated Matching Gift Page:

Incorporate Matching Gifts into a Dedicated Matching Gift Page

Purpose: You want to create a matching gift page which you can direct donors and supporters to via campaign emails, automated donation confirmation emails, social media, across your website, and throughout your broader fundraising efforts.

A dedicated matching gift page should do two things:

  1. Educate the user about matching gifts both in a general sense and as they pertain to your nonprofit.
  2. Make it as simple as possible for the donor to research if his or her company offers a matching gift program.

Options: Given the flexibility in NeonCRM’s systems you have two options for creating a dedicated matching gift page:

  1. Create a custom matching gift page using NeonCRM’s page builder tool
  2. Create a custom matching gift page on your own website

Option #1: Create a matching gift page using NeonCRM

Step #1: Create a new page using NeonCRM’s page builder. You can do so by going to the “Secure Login Pages” section under “Forms & Pages” then clicking on “New Page”.

Create New NeonCRM Matching Gift Page

 

Step #2: Fill out the appropriate fields on the new web page.

These include:

  • Page name – Set to “Matching Gifts”
  • Description – Set to “Dedicated Matching Gift Page”
  • Valid dates – Set the “Valid To” date to many years from now so the page stays live
  • Availability – Set to “Public”

The page content should be made up of two sections:

  1. A short overview on matching gifts. Here’s sample text you can include:
    • A header – “Welcome to our Matching Gift and Volunteer Grant Resource Page”
    • A short matching gift explanation – “Did you know many companies offer a matching gift program to encourage philanthropy among their employees?  And that some companies will even match to spouses and retirees? By simply completing a matching gift form (either online or via a paper form), you may be able to double, or even triple, the impact of your gift! Use the search field below to see if your employer offers a matching gift program.”
  2. Your organization’s Double the Donation matching gift plugin code. This can be accessed through your Double the Donation account management pages.
    • Note – You’ll need to add the plugin code while editing the page’s source code.

Then click “Submit” to save the changes.

Build the New Dedicated Matching Gift Page using NeonCRM

 

Step #3: Publish your NeonCRM matching gift page by clicking on the “Publish” link.

Publish your NeonCRM Matching Gift Page

 

Step #4: Voila! Your matching gift page is completed and you should be able to see your matching gift page URL.

NeonCRM Matching Gift Page URL

If you visit the URL you’ll see your completed matching gift page on NeonCRM’s site:

Sample Matching Gift Page Hosted on NeonCRM

 

Option #2: Embed Double the Donation’s plugin code on a web page on your primary website

Many organizations choose to create a dedicated matching gift page on their own websites so the look and feel of the matching gift page is consistent with the rest of the organization’s website. This can easily be done by adding Double the Donation’s plugin code directly to a page on the nonprofit’s own website.

Step #1: Create a dedicated matching gift page on your main website. Ask your nonprofit’s webmaster to create the page with a URL such as https://your-organization.org/matching-gifts. Then add a short matching gift overview.

Example of a completed matching gift page from WNET Thirteen (New York’s Public Broadcasting Station)
(http://www.thirteen.org/support/employer-matching-gift/)

Create a dedicated matching gift page on your own website

 

Step #2: Generate the matching gift search tool by adding Double the Donation’s plugin code to your organization’s matching gift page.

The plugin code can be found in your organization’s Double the Donation account management pages. You’ll want to use the following steps:

  1. Log into your Double the Donation account.
  2. Access the embed code.
  3. Copy the embed code to the dedicated matching gift page on your own site.

Double the Donation’s searchable matching gift plugin will automatically load wherever you added the embed code.

Matching Gift Plugin Code

 

Step #3: Direct donors to your dedicated matching gift page.

Create a dedicated matching gift page on your own website

Promote matching gifts using NeonCRM as well as in locations such as:

For Double the Donation’s complete marketing toolkit which includes suggested marketing locations, downloadable graphics, sample wording, and examples visit https://doublethedonation.com/marketing-matching-gifts/.

Additional Resources:

 

Incorporate Double the Donation’s matching gift data into the donation form:

NeonCRM Donation Form with Matching Gifts

Please note that if you have multiple different donation forms you’ll need to go through these steps multiple times.

 

Step #1: Under “System Settings” click on “Home/Dashboard”. Then click the “Configure Fields & Sections” link under “Forms & Web Pages”.

Customize NeonCRM forms to include matching gifts

 

Step #2: Select the form you’d like to edit (use the drop down boxes). To make changes to every donation form click “Configure Standard Donation Form Fields”. To make changes to a specific donation form, choose a campaign then select “Next”.

Select the Donation Pages to Add Matching Gifts

 

Step #3: Add a new section to your donation form. You can do this by first choosing where you want the new section to appear on your form and clicking “Add Section”.

NeonCRM - Choose where to put matching gift field on the donation form

 

Step #4: Add your matching gift text and Double the Donation’s plugin. You can use the standard plugin or the matching gift iFrame.

Suggested text:

  • Section Title – “Will Your Company Match Your Donation?”
  • Section Head – “Find out instantly and access the appropriate forms, guidelines, and instructions.”
    • Then add your Double the Donation matching gift plugin code

Add Matching Gift Wording the NeonCRM Donation Form

 

Step #5: View your donation form. This will now include Double the Donation’s matching gift plugin.

NeonCRM Donation Form with Double the Donation's Matching Gift Plugin

 

Incorporate Double the Donation’s matching gift data into automated donation confirmation emails:

Add Matching Gifts to a NeonCRM Donation Confirmation Email

Purpose: Whenever an individual makes a donation to your nonprofit an acknowledgement email is auto-generated. It’s an effective place to highlight matching gifts. Include a short matching gift overview then direct donors to your dedicated matching gift page.

 

Step #1: Navigate to “Home/Dashboard” under “System Settings.

NeonCRM System Settings - Home/Dashboard

 

Step #2: Scroll down to “Communications” and select “System Emails”.

NeonCRM - Select System Emails

 

Step #3: Select “Detail” next to the “Donation Appreciation” system email.

Modify the Donation Appreciation Email to Include Matching Gifts

 

Step #4: Click on the “Build New Version” link.

Include Matching Gift Information in the Donation Appreciation Email

 

Step #5: Select the template for the “Donation Appreciation” email and click “Next”.

Choose the Starting Template for your Donation Confirmation Email

 

Step #6: You can use the “Default Version” of the “Donation Appreciation” as a starting spot. To do so, click “Build From Existing Email”. Then click the “Select” action next to the “Default Version” of the “Donation Appreciation” email.

Build Confirmation Email from NeonCRM Template

 

Step #7: Add matching gift wording and a graphic to the donation confirmation email. Link these to your dedicated matching gift page.

Sample Text:

  • Section Header – “Make Your Donation Go Twice as Far”
  • Paragraph #1 – “Did you know that many companies match donations made by their employees to our organization?”
  • Paragraph #2 / hyperlink – “Click here to see if your company will match your donation and to access the appropriate forms, guidelines, and instructions.”

You can add a matching gift graphic to ensure matching gifts stand out. Make sure to link it to your dedicated matching gift page.

Add Matching Gift Wording to the Donation Confirmation Email

And Voila!

Every time you receive a donation an automated email will go out highlighting and promoting matching gifts.  When donors click on the matching gift links they’ll be taken to your dedicated matching gift page where they can access the appropriate company specific matching gift forms, guidelines, and instructions.

Sample Acknowledgement Email Featuring Matching Gifts

Matching Gift Information will be Included in the Thank You Email

 

Incorporate Double the Donation’s matching gift data into a separate email campaign:

Send a Matching Gift Email Through NeonCRM

 

Step #1: Create a new email campaign by navigating to the “Email Campaigns” section under “Communications”. Then click “Build New Campaign Email”.

Create a Matching Gift Email Campaign

 

Step #2: Choose the email template you’d like to use and click “Next”.

Choose Template to Create New NeonCRM Email Campaign

 

Step #3: Write your matching gift email. You can change the color of the font by clicking on the A icon in the editor. You can add links to text and graphics by clicking chain icon. When a donor clicks on one of the links take the donor to your dedicated matching gift page.

Here’s suggested text:

  • Header – “Find out if your employer has a matching gift program and double your donation to the <insert organization name>.”
  • Body Paragraph #1 – “It’s easy to find out. Simply click here and type in your company name. If your company is listed, you can fill out the forms and often submit them right online.
  • Body Paragraph #2 – “If your employer is not listed, ask your HR department if your company has a matching program or would be willing to consider one.”
  • Body paragraph #3 – “Every gift we receive is significant in funding our fight to <insert mission statement>; doubling your gift means we can move even faster in our efforts to <insert desired outcome>.”

Suggestion – Add a matching gift graphic and link both the graphic and text to your dedicated matching gift page.

Write a Matching Gift Email

 

Step #4: Configure the subject line, sender name, and sender email address.

Configure Matching Gift Email Subject Line and Sender Address

 

Step #5: Voila! Your matching gift email is ready to be sent out.

Matching Gift Email - Double Your Impact

 

Want to Get Started with Double the Donation’s Service?

Click here to sign up >

 

Have Questions?

Use one of the following methods to learn more about Double the Donation’s service:

Matching Gift Acknowledgement

Feature Matching Gifts in Acknowledgement Emails

One of the best times to feature matching gifts is in acknowledgement emails to donors. For these messages, form letters are your friends.

Install an automated process to change a name here and a few phrases there and voila! You can reach thousands of people with personalized messages in the blink of an eye. There is no need to stray from the form email, unless you have too much time to twiddle your thumbs, but realize that the form of a form email goes beyond a series of universally applicable sentences. There is a physical structure to an email that you can use to better call your donor to take action to seek out a matching gift.

The best way to understand acknowledgement letters is to pick their structure apart. We’ll do that, and then run through the various types of acknowledgement letters.

Take a look at this acknowledgement letter from Piedmont Healthcare:

Piedmont Healthcare Foundation’s Acknowledgement Email to Donors

Matching Gift Acknowledgement Emails

What should you emulate? They open with a thank you. An acknowledgment letter is a thank you, and, while you can do more than just thank a donor, gratefulness needs to be your main objective. This person donated money to your cause, so your job is to let that person know that his money is both appreciated and put to work in positive ways. Make the person feel good and he just might donate again.

How do you move beyond merely thanking a donor? How do you urge the donor to seek a matching gift in an urgent but polite manner?

Sample Matching Gift Wording

Notice the Double Your Donation box as well as the blue text. Those are two locations to click in order to be taken to a destination where donors can discover if their companies have matching gift programs as well as access the necessary company specific forms, guidelines, and instructions.

Donors Arrive on Piedmont Healthcare’s Matching Gift Page on Double the Donation’s Servers
(https://doublethedonation.com/piedmont)

Matching Gift Page where Donors Can Access Matching Gift Information

 

The graphic in Piedmont Healthcare’s email is especially powerful because it does a plethora of work. It’s eye-catching, a clickable link, and incorporates both text and Piedmont Healthcare’s logo such that you know what you’re looking at. Unlike text, graphics grab the reader’s attention instantly.

If you don’t have visuals, you can either create your own or, if you’re a Double the Donation client, we have a host of premade images to choose from, such as:

pinklogo

 

View Double the Donation’s premade matching gift images which come in a variety of colors and sizes >

Next to Piedmont Healthcare’s graphic, the  wording of the text banner, “Make Your Donation Go Twice as Far,” is key, and Piedmont Healthcare nailed it. The text begins with an active verb and suggests that the donor take steps to do even more good. It’s simple, to the point, and with no annoying signifiers such as exclamation points or distracting color schemes.

Under the text banner is additional text that informs about matching gifts:

‘Did you know that many companies match donations made by their employees to our organization?’

This creates another opportunity for the reader to both notice and learn about matching gifts. The message is simple and precise.

Piedmont Healthcare closes the email with a receipt summary and then performs a simple sign off. That’s it. Keep the email short, sweet, and to the point.

Realize that every part of an email can do work, from the text to the physical layout of the objects on the screen. Never underestimate the psychological impact of little, subconscious triggers such as well-arranged content and syntactically sound sentences. Those parts of an email work best when they work together.

The above email from Piedmont Healthcare is an example of a thank you note from a nonprofit to a donor. The donor has yet to seek out a matching gift.

When you send a thank you email, you should do as Piedmont does. They use the email to both thank the donor and to ask the donor to pursue a matching gift. Many donors are either not aware of matching gift programs or need a little push to get them to use their company’s program. Play smart and ask for what you want.

GuideStar Articles Matching Gifts

Matching Gift Online Submission Process – Example Using Home Depot’s Website

Have you ever wondered what the actual online matching gift submission process is like for donors?

If so, this article is designed to shed light on the steps your nonprofit’s donors take when submitting a matching gift online.

Typical Online Matching Gift Submission Process for Donors:

While the online submission process can vary by company, it typically involves the following steps:

  1. Employees log into the company’s matching gift submission website
  2. Employees search for the nonprofit they donated to
  3. Employees select the nonprofit from the search results (if not found, they enter the organization’s information)
  4. Employees register their donation
  5. Employees submit the matching gift request

 

Step-by-Step Overview of Home Depot’s Online Matching Gift Process:

While some employers develop their own matching gift submission process internally, most contract it out to one of the main companies that administers matching gift programs on behalf of companies.

The following screenshots are for Home Depot’s electronic submission process and are representative of the process for employees of most large companies with matching gift programs.

Step #1: Employees log into the company’s online matching gift submission website.

Begin the Electronic Matching Gift Submission Process

 

Step #2: Employees search for the nonprofit they donated to.

Locate the Nonprofit in the Matching Gift Online Submission Process 

Step #3: Employees select the nonprofit from the search results.

Select the Nonprofit which will Receive the Matching Gift 

Step #4: Employees enter information about their donation.

Register the Matching Gift Request Online

 

Step #5: Employees submit the matching gift request.

Submit a Matching Gift Request Online

That’s it! Just those quick five steps and the donors have done their parts. The rest of the process involves your nonprofit verifying to the companies that the donations were made and then the companies issuing the matching funds.  

Microsoft Matching Gift Figures

Incorporate Matching Gifts Into Your Prospect Research

Prospect Research Teams Should Incorporate Matching Gift Information into Prospect Profiles

If prospect research is the eyes that spot the prospects then matching gifts are the hands that grab the donations. Of course, you can receive gifts without doubled donations, but you shouldn’t let easy money slip through your grasp. Prospect research can unveil a world of new prospects, and matching gifts allow you to maximize those generous gifts.

Matching Gift Basics

Matching gift programs are charitable giving programs run by corporations in which the companies match employee donations to eligible nonprofit organizations.

For example, if a donor works for Bank of America and donates $250 to a K-12 school, university, or 501(c)(3) organization, Bank of America will “double the donation” by writing a check for $250 to the same nonprofit.

Learn more about the basics of matching gifts >

Prospect Research Basics

Prospect research educates your organization about donors and potential donors, so you may evaluate an individual’s potential to support a specific nonprofit. Data is the key to allocating your limited resources such that you generate the largest ROI for your nonprofit organization.

Consider this example from Ryan Woroniecki:

“A donor with major giving potential may have given an average-sized gift to a crowdfunding campaign (say, $50). This donor may be willing to give a lot more to your nonprofit but hasn’t so far because crowdfunding campaigns generally ask for smaller donations.

If you base your appeal on their current giving, rather than their potential, you may ask for a gift in the same range ($50 – $70).  A donor isn’t likely to give a gift that’s significantly larger than what you ask for. As such, you’d be leaving hundreds, even thousands, of dollars on the table simply because you didn’t ask for more.”

Missed opportunities like the example above are the exact reason why it is crucial that organizations take the time to examine their donor pool. With the help of prospect research, you’ll be able to sift through your donor database and segment supporters based on giving potential.

A variety of information is examined when conducting proper prospect research. This includes:

  • Previous donations to your nonprofit – Who has donated to your nonprofit? How often do these people donate? How much do they give?
  • Donations to other nonprofits – Where else does the prospect make philanthropic contributions?
  • Political giving – Does the prospect donate to political campaigns?
  • Nonprofit involvement – Is the prospect a board member for other nonprofits?
  • Real estate ownership – If the prospect owns real estate, what is the value of that property?
  • Business affiliations – What does the prospect do for a living? Is he involved in subsidiary ventures or corporate boards?
  • Securities and Exchange Commission (SEC) insider stock transactions – In what companies and how heavily does the prospect invest?
  • Personal information – Hit the basics: contact information, marital status, and personal interests.

This prospect research data provides valuable fundraising benefits, such as:

  1. Refines major gift prospect outreach – Your hardworking staff only has so much time. With prospect screening, your organization can quickly prioritize outreach efforts to donors according to their affinities for your nonprofit and their capacities to give. This permits staff to focus more of their efforts on bonding with major donors.
  2. Converts annual fund donors into major gift prospects — With the time you’re not spending on prospect research, your team can focus on donors who can or have made large charitable donations.
  3. Identifies planned or deferred giving prospects – If planned giving is not one of your strong suits, prospect screening reveals solid candidates for bequests.
  4. Generates new prospects – Donation lists from other nonprofits and colleagues of your existing major gift donors are great places to discover new prospects.
  5. Analyzes donor giving patterns – Donors, as well as their families and foundations, support various causes. You can see what organizations they support and unearth donation patterns.
  6. Optimizes ongoing fundraising opportunities – Hospitals, universities, and similar organizations experience constant influxes of potential donors. Prospect screening enables your staff to pinpoint potential donors and individually tailor pitches.

Learn more about Prospect Research with DonorSearch’s ultimate guide to Prospect Research >

Multiply Prospects’ Potential with Matching Gifts:

With over 65% of Fortune 500 companies offering employee matching gift programs, there is potential to use matching gifts to turn even the smallest gifts into bigger donations. Major gift donors become even more important when they have the potential to give twice as much thanks to corporate matching gift programs.

A key insight of prospect research is the potential donors’ business affiliations, such as where they work and where their spouses work. Perhaps the individual’s spouse works for a company such as GE, which will match donations up to $50,000. If this spouse has the potential to give then she shoots to the top of the potential donors list.

Not only do matching gifts present the opportunity to increase gifts, but, when combined with prospect research, you can identify more sources of doubled donations.

Four Key Prospect Research & Matching Gift Statistics:

  1. More than 65% of Fortune 500 companies offer matching gift programs — Matching gifts represent an easy way for donors to multiply the impacts of their donations. The best part is that matching gifts don’t cost the prospect any additional money and they only take five minutes to submit. Many smaller employers offer matching gift programs, too, so use prospect screening to identify if prospects work for such companies and remind them of matching gift opportunities.
  2. Matching gift participation rates range from 3% to 65% depending on how widely a company promotes matching gifts to its employees — Companies must share vast amounts of business, personal, and charitable giving information with employees without overwhelming them. It should come as no surprise that many employees have no idea if their company offers a matching gift program or how to submit a match.
  3. An estimated $6-$10 billion in matching gift funds goes unclaimed per year — Because matching gift participation rates are low across companies and industries, nonprofits miss out on substantial amounts of donations. Incorporating matching gift information into your conversations with high quality prospects will help close the gap for your nonprofit.
  4. Mentioning matching gifts in fundraising appeals results in a 71% increase in the response rate and a 51% increase in the average donation amount (prior to receiving any matching gift funds) — Did you know that highlighting a prospect’s matching gift eligibility results in an increased likelihood that he or she will make a donation? Even better, when they do donate, they’ll likely give a larger amount than if there wasn’t a match available. Empower your prospect researchers to include matching gift information in their asks as a method for helping them to secure a major gift.

View additional matching gift statistics >

Causecast

Are you a corporation looking for information on Causecast or a nonprofit looking to see how the services Causecast provides can help your organization?

Good news, while Double the Donation is a completely separate and non-related company, we can share valuable information you may be looking for on what Causecast is all about.

 

Causecast Volunteering

 

Causecast is a software company primarily focused around aiding businesses in managing matching gifts, employee volunteering, crowd campaigning for disaster relief funds, and connecting companies to causes their employees care about. Founded in 2007, Causecast has become one of the most highly valued peer-to-peer technology services.

In 2011, Causecast launched its Community Impact Program, which supplies the tools that provide companies a simple way to track fundraising efforts in real-time.

 

What Companies Work With Causecast?

Companies that use Causecast’s Community Impact Program Include:

Click here to check out the top matching gift companies!

How Do I Contact Causecast?

If you’re a corporation interested in learning more about Causecast you can contact the company in one of two ways:

  1. By email – Click here to send a message to Causecast through their website.
  2. By phone – (877) 331-8009

 

Double the Donation’s Relationship with Causecast:

Causecast and Double the Donation are two completely separate businesses.

Causecast provides corporate philanthropy software and workplace giving tools to corporations whereas Double the Donation helps nonprofits raise more money from the employee matching gift programs offered by companies across the world.

Double the Donation’s database of companies which match employee donations includes those managed either internally at companies or outsourced to one of the many corporate vendors such as:

Click here for more information on these matching gift vendors.

 

Matching Gift Acknowledgement

Support Question: How Can We Add a Matching Gift Image Across Our Website

Do you need help adding a matching gift image to your nonprofit’s website? In this article we outline how internet images work, show you were you can get premade graphics, and outline how to incorporate a matching gift button into your own website.

How Internet Buttons Work:

Anyone who has browsed the internet has come across buttons which when clicked perform some sort of action. But did you know that buttons are comprised of two different components?

  1. An image
  2. A hyperlink that takes donors to a separate page

So that means when a webmaster adds a button to a website what he or she is really doing is uploading a graphic, picture, or image and then saying “when an individual clicks on this graphic, picture, or image then take him or her to a new webpage.”

Sample Matching Gift Buttons:

At Double the Donation we’ve created graphics and images which our nonprofit clients can use on their websites.

They come in a variety of sizes, shapes, and colors, all designed to integrate into your broader fundraising strategy. For example, here is one set of graphics which come in seven different color schemes.

Matching Gift Button

Feel free to incorporate one of these graphics into your website or email campaigns.

View all of Double the Donation’s predesigned buttons or download the complete set

 

Adding a Double the Donation Button to Your Website:

Adding a matching gift button on your own website is as easy as uploading a graphic and then linking it to the desired location.

Here are the steps:

  1. View Double the Donation’s premade matching gift images.
  2. Download our collection of matching gift images.
  3. Upload on of the images which is now saved on your computer to the desired location on your own website. You can also add the graphic to an email(s).
  4. Link the image to your organization’s matching gift page on Double the Donation’s servers or to the dedicated matching gift page on your own website.

We encourage organizations to incorporate matching gift information or buttons into the following locations:

Hope the above information helps you more effectively market matching gifts to your donors!

Matching Gift Acknowledgement

Using Your Matching Gift Page on Double the Donation’s Site

The easiest way for a nonprofit to share matching gift information with its donors is by building matching gift pages hosted on Double the Donation’s website. It allows your supporters to access everything they need to submit employee matching gift and volunteer grant requests including:

  • Matching gift and volunteer grant forms
  • Company guidelines
  • Easy to understand instructions for donors
  • An overview of your nonprofit
  • Contact information for donors to use to submit match requests

Here’s a sample a matching gift page on Double the Donation’s site:

Lafayette Partners in Education Matching Gift Page
(https://doublethedonation.com/lpie)

Create your own matching gift pages on Double the Donation's servers

 

The Setup Process:

During the online signup process you’ll choose a URL (ex. https://doublethedonation.com/xyzorganization). This will become the URL for your nonprofit’s custom matching gift page.

Once you’re in Double the Donation’s account management portal you can start configuring your matching gift page. Your organization’s matching gift page is built using our standard template that can be set up by anyone, even if you have no coding experience. It’s as simple as filling out a form which consists of two sections:

  1. Account information
  2. Organization information

Account Information:

This is used by Double the Donation’s team when we want to share product updates, tips, and ideas. This information remains private. Please enter your contact information as well as information on a secondary contact at your organization in case we can’t reach you.

Add contact information for your nonprofit

Organization Information:

This is publicly displayed on your nonprofit’s matching gift page on Double the Donation’s servers. This includes:

Contact Information: Who should your donors contact if they have any questions about your organization? What Tax ID / EIN should donors use on their matching gift forms? Where should matching gift forms be mailed? This will all be included on your matching gift page.

Matching Gift Contact Information for the Nonprofit

High Level Information on Your Organization:
Let’s add the basics. What’s your organization’s name? What’s the URL of your organization’s primary website? And lastly, what do you want the title of your matching gift page to be? Don’t worry, we added a default option which we recommend you start with. Feel free to change it if you’d like.

Add Organization Information to the Matching Gift Page

 

Add a Background Color:
We recommend you add a background color to your webpage that matches your organization’s main colors. You can use our color picker to select a color or input your color Hex code if you know it.

Add Matching Gift Background Color

 

Add your logo: Continue branding your page by uploading your logo. First click on the “Select New Image” button.

Upload Organization Logo to Matching Gift Page

Then upload your logo by either dragging the file into the application or clicking the “choose file” button to upload the file from your computer.

Upload Nonprofit Logo to Matching Gift page

 

Add a Description: Finish branding the page for your nonprofit by adding a description. We’ve added starter text which you can modify.

Recommendation – Keep it short. Everyone visiting the page knows about your nonprofit. Make sure to keep the emphasis on matching gifts and volunteer grants.

Add the nonprofit description which appears at the top of the matching gift page

 

And Voila!

You’re finished building your matching gift page. Your matching gift page will look similar to the following example:

Atlanta Botanical Garden’s Matching Gift Page
(https://doublethedonation.com/abg)

Hosted Matching Donation Pages on Double the Donation's Servers

 

Matching Gift Acknowledgement

Feature Matching Gifts on Your Homepage and Across Your Website

Your homepage is the first thing people see when they visit your site, and priority number one is letting people know who you are and what you do. Part of what you do is receive donations, and matching gifts for those donations, so including links to information about matching gift programs is a good idea.

The two approaches (which can be combined, of course) are placing matching gift links such that people can find them if they are looking for them (navigation bars) and inserting links so that they jump out at site visitors, such that the link is more or less an advertisement for matching gifts (banner ads).

Let’s take a closer look at each approach through proven strategies.

Navigation Bars

Every useful website has a navigation bar that helps people to discover relevant information. Including a link to matching gift programs in your navigation bar puts matching gifts in a visible location where donors can easily find and access the information. A link in the navigation bar won’t advertise matching gifts to unknowing donors, but if a donor is on your site and looking for how to apply for a matching gift then he will easily be able to navigate to a page to learn how.

To get a better idea of how navigation bars work, here’s an example from Lafayette Partners in Education:

Screenshot of Lafayette Partners in Education’s Website
(http://lpie.org/)

Add Matching Gifts to your Website's Navigation

This is a clean, modern site, with an easily visible and useable navigation bar. They incorporate matching gifts under the fundraising tab, so it’s part of a larger topic. This link won’t function as an advertisement, but, for someone who is looking for matching gifts or ways which they can contribute to the organization, the website provides an intuitive way to access that information.

When a website visitor clicks on the “Matching Gift Program” link they’re taken to Lafayette Partner In Education’s dedicated matching gift page:

Screenshot of Lafayette Partners in Education’s Dedicated Matching Gift Page
(https://doublethedonation.com/lpie)

Screenshot of Lafayette Partners In Education's Matching Gift Page

 

Banner Ads

If you want to advertise matching gifts on your homepage then banner ads are a great way to go. A banner ad will catch eyes and make people think about matching gifts. This informs donors about matching gifts when they may be visiting your site for other purposes.

Here’s a banner ad in action from Autism Speaks:

Screenshot of an Event Page for Autism Speaks

Add a Matching Gift Graphic to your Nonprofit's Website

Highlighted by the green box, this banner ad works because it’s clean, easy to read, and its color stands out from the color scheme of the homepage. People notice when something stands out in a crowd. A 2011 study in the journal Emotion claimed that reaction times become faster and more forceful when people see a bright color, so the choice of color was well selected. Little factors such as color can play vital roles in whether or not people respond to your banner ads, so if you have the time to get intricate with your banners it will be time well spent.

Autism Speaks also created their own custom matching graphics to include throughout their website. Examples of individualized banners used by Autism Speaks include:

Wide Graphic - Will Your Company Match Your Donation?

Double Your Donation - Will Your Company Match Your Donation?

Everything about these banners is clean and easy to read. The iconic puzzle piece logos add a touch of intimate personality that separates the images from plain text graphics. The difference in shapes, square versus rectangle, highlights that your banner can and should be tailored to the size that works best on your website.

If you don’t have the time or the resources to create a banner ad, Double the Donation provides a host of banner options, such as:

Thanks for Submitting a Matching Gift

Still clean and basic, this banner adds simple details, such as a faded color scheme and the orange ribbon in the top right corner. The image works great on donation confirmation screens, and make sure to link the graphic to your dedicated matching gift page.

The picture of the gift box is enough to signal to the user that this banner has something to do with giving or gifts prior to the user engaging with the white text. And the white text is easy to read and the large, capitalized letters, which will likely be the first words you read, tell you exactly what the box is addressing. As for the psychological effects of the color, green is commonly associated with balance and harmony, such as the balance a matching gift brings to the original donation and the harmony between you and donors. There are serious benefits to thinking out the minor details of banner ads in order to leverage major psychological impacts.

View additional premade matching gift graphics >

Your nonprofit does not have to advertise for matching gifts on its homepage, but it’s a good idea if you want to raise awareness for matching gifts. Regardless, including information about matching gifts in a logical place, such as a navigation bar, is a must.