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.

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