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

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.

FrontSteam Matching Gifts

FrontStream

Are you a corporation looking for information on FrontStream or a nonprofit looking to see which companies use FrontStream?

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 FrontStream is all about.

 

FrontStream Donors

 

About FrontStream:

FrontStream’s Workplace Philanthropy platform provides a web-based corporate philanthropy platform that assists in increasing companies’ funding, matching, and volunteerism programs. Their cutting edge reporting and analytics techniques assist with moving more donor dollars to your nonprofit.

FrontStream provides volunteer tools for nonprofits of any size,  its campaign management program engages donors and helps increase the likelihood of larger donations, and their strategies reduce the costs needed to achieve your philanthropic goals.

Some of the services FrontStream provides include:

  • Funds processing and distributions
  • Campaign management
  • Volunteer solutions
  • International campaign expansion
  • Corporate matching
  • Click and give forms for disaster response
  • And many more

Some companies FrontStream works with include:

 

TRUiST Acquisition:

Seven months after FrontStream acquired two more companies to bring their presence into the United States, FrontStream announced the acquisition of TRUiST, a company focused on corporate donations and employee to company gift matching. About the acquisition, FrontStream said it will “continue to maintain and grow the strength of the brand.” After taking on TRUiST, FrontStream has gained more than 350 new corporate clients. The acquisition of TRUiST has allowed FrontStream to diversify its brand and work with more clients in the sector of philanthropic solutions.

 

How Do I Contact FrontStream?

If you’re a corporation looking to learn more about FrontStream’s workplace philanthropy services, you can contact the company in one of three ways:

  1. By email – Unfortunately there is not a specific email address to which you can send inquires
  2. By phone – (202) 903-2565
  3. By mail – FrontStream Headquarters- 11480 Commerce Park Drive, Suite 300- Reston, VA 20191

Double the Donation’s Relationship with FrontStream:

Double the Donation is a completely different company from FrontStream.

While EasyMatch manages matching gift programs for corporations, Double the Donation works with nonprofits to help them raise more money from the matching gift programs offered by companies across the world.

Our database of matching gift companies includes matching gift programs managed either internally at companies or outsourced to a vendor. In addition to tracking companies which use the JK Group as their matching gift administrator, we also track programs managed by many corporate vendors.

Some of these vendors include:

Click here for more information on these matching vendors.

Nonprofit Leadership Traits

Feature Matching Gifts in Year End and New Year Appeals

You’ve got a long to-do list that never ends, and promoting matching gifts is an easy task to push aside. However, it’s a necessary job.

The specifics vary by company, but donors have a limited window of when they can apply for matching gifts. If you’re not getting the word out about matching gifts then you’ll lose eligible donors and receive fewer requests. The goal of any great matching gift program is to maximize its dollars donated for the public good.jan

Don’t make people wait. Just like you, your donors live busy lives and likely don’t ruminate on the intricacies of charitable donations. A healthy dose of matching gift motivation in the form of necessary information can go a long way. Many donors simply need to know that matching gift programs exist.

Standard Matching Gift Submission Deadlines

Calendar specifics vary by company, but the following three dates are the general standards for matching gift submission deadlines:

  1. End of the calendar year.
  2. A set number of months after the date of the donation. The standard is one year, but anywhere from one to twelve months is normal.
  3. End of January, February, or March in the year subsequent to when the donation was made. Companies with a January or February deadline include Verizon, Home Depot, and Caterpillar.

These dates mean that you can engage in both start and end of year appeals. Let’s start with end of year appeals.

End of Year Appeals

Here’s an end of year appeal from Adrian College:

Holiday Appeal Promoting Matching Gifts

Email templates vary, but it never hurts to embrace the time of year with festive, emotionally engaging graphics. This matching gift appeal utilizes a basic font against a clean background. Nothing fancy, and, to access matching gift programs, there is both a blue link to click as well as a conspicuous green button. Priority number one is getting the information out there, and any aesthetic enhancements will follow according to what you can manage.

A great appeal will conjure urgent emotion out of its reader. The goal is both to remind donors about matching gift programs and to foster a feeling that a matching gift will provide necessary good for both the donor and the nonprofit. End of year appeals are, at their essence, urgent calls for donations to be matched, but appeals don’t need to come across as desperate. People understand the time of year. Donors can decide for themselves whether or not it’s worthwhile to match their gifts.

Here’s a sample end of year appeal from Atlanta Animal Rescue Friends on Twitter:

AARF Tweet Matching Gift End of Year Appeal

Here’s a sample Facebook appeal from Camp Kudzu:

End of Year Matching Gift Post on Facebook

And here’s an appeal from the DRI Foundation that nicely incorporates a graphic:

Reminder: There's still time to submit a matching gift request

 

Start of Year Appeals

If you missed the end of year deadlines, don’t worry. Many companies offer grace periods both for donations made at the end of the year and donations that were forgotten. This means that, even once the calendar turns to the new year, you have time to capitalize on matching gifts from donations made during the previous year.

A lot of people make their donations at the end of the year and fail to match gifts either due to missing out on end of year appeals, overlooking them, or due to the general frenetic pace of the holiday season. Start of the year appeals are the solution to this problem.

While these dates are not set in stone, company deadlines for grace periods tend to fall into one of three categories:

  1. Companies will match gifts if applications are submitted by Jan. 31, Feb. 28, or Mar. 31 of the following year.
  2. Companies will match gifts made at any time during the previous three, six, or twelve months.
  3. Companies will match all gifts made during the current calendar year.

For instance, Monsanto has a policy that donors must register matching gift requests by February 15th of the year following the donation date.

Monsanto Fund’s February, 2015 Matching Gift Submission Deadline
Matching Gift Deadline for Monsanto

As with end of year appeals, don’t sound desperate. Thank donors for their donations and put the information in front of them. No flashy colors or bright lights required, although well-implemented graphics can help. You want people to understand your appeal and to participate in your call to action. The above email from Adrian College is a good template to follow for any appeal (although, obviously, adjust the seasonal template for the time of year).

Matching Gift Acknowledgement

Feature Matching Gifts in Your Nonprofit’s Newsletters

How many times have you been scrolling through a website, minding your own business, and then BAM! A popup urges you to sign up for a newsletter. Like, um, no. I’m trying to read here.

Inevitably, you’ve signed up for at least a scattering of newsletters. Most companies and nonprofits release newsletters, and for good reason. Nothing tops a newsletter in terms of conveying a bulk of information through a single email.

To get an idea of what a newsletter should look like, here’s part of a sample email from the New York Chapter of the National Kidney Foundation:

Matching Gift Newsletter Example

When the donor clicks on either the matching gift graphic or the words “click here” they’re taken to the National Kidney Foundation’s matching gift page.

See, nothing intimidating, right? The top half is a short, meaningful story that creates emotional engagement with the nonprofit, and the bottom half is a creative and informative reminder about matching gifts. The great success of this newsletter is that it opens with a story, as opposed to the marketing portion, so that when the reader gets to the part about matching gifts it reads more as a nice opportunity to give to a good cause than an ask that fails to humanize what it seeks to benefit.

Here is a another sample electronic newsletter from Anne Arundel County CASA:

CASA Example of an email focused on matching gifts

In this case, the email took a singular focus on promoting matching gifts to recent donors.

Matching Gift Newsletter Advice:

Newsletters are versatile and can include links to blog posts, donation pages, social media profiles, and more. Newsletters provide both information and the opportunity to add layers to your connections with donors. Added layers include people choosing to follow your social media profiles, engaging with your online content, and donating to your nonprofit.

To learn more, let’s review a newsletter from Charcot-Marie-Tooth Association (CMTA):

CMTA Matching Gift Newsletter

When the donor clicks on either the matching gift graphic or the words “click here” they’re taken to CMTA’s matching gift page, which is hosted on Double the Donation’s servers.

This email newsletter is entirely dedicated to matching gifts and is a superb example to follow. While newsletters might provide links to a variety of your nonprofit’s services and content, it’s best to provide a singular focus to the actual written content of the newsletter. Donors might be able to understand simultaneous ideas, but it’s hard for them to take action when you’re asking them to do multiple things at once, such as to volunteer at an event or to check out a new blog post on top of the ask for them to seek out a matching gift.

This is the danger of cramming too much into too little space. How much can and will a reader take in at once?

You can go with an all-at-once approach, but you can also focus on different aspects of marketing in successive newsletters. For example, one month you focus on promoting your social media accounts, the next month on increasing the readership of your blog articles, and, in a subsequent message, you promote volunteer grant programs and matching gifts, as opposed to including all of these parts of your nonprofit in one newsletter.

By giving each marketing avenue its own time and space, donors will engage better with the content you provide. When the time comes to promote matching gifts, that program will be the focus of the newsletter and will grab the reader’s attention, as opposed to one of any number of other topics distracting the donor.

Select one, two, or a few newsletters a year to focus exclusively on matching gifts in order to maximize your readers’ attentions and haul in more donations.

Giving Tuesday Facebook Twitter Matching Gifts

#GivingTuesday Matching Gift Facebook and Twitter Posts to Schedule Right Now

Is your nonprofit promoting #GivingTuesday to donors this year? If so, don’t forget about employee matching gifts.

Here are three #GivingTuesday matching gift posts your nonprofit should schedule today to take advantage of Double the Donation providing its matching gift search tools for free during the #GivingTuesday period:

FACEBOOK & TWITTER POSTS:

In the Days Leading up to #GivingTuesday:
We’re excited for #GivingTuesday! If you’re planning to donate use this search tool to see if your company will match your donation https://doublethedonation.com/giving-tuesday/
Giving Tuesday Matching Gift Banner Ad

Make sure to link the matching gift graphics to Double the Donation’s #GivingTuesday matching gift page.

 

On #GivingTuesday:
It’s #GivingTuesday! Use this search tool to see if your company will match your donation – https://doublethedonation.com/giving-tuesday/

Red Matching Gift Banner Ad for #GivingTuesday

Make sure to link the matching gift graphics to Double the Donation’s #GivingTuesday matching gift page.

In the Two Weeks after #GivingTuesday:
Thanks for supporting us on #GivingTuesday! Click here to see if your company will match your donation – https://doublethedonation.com/giving-tuesday/

Thanks for Donating on GivingTuesday

Make sure to link the matching gift graphics to Double the Donation’s #GivingTuesday matching gift page.