Are you looking to increase matching gift revenue but don’t have much time to invest in the programs?
If you can find just 30 minutes in your schedule, there are small adjustments that have the potential to significantly elevate your organization’s matching gift strategy. These enhancements may include:
After all, maximizing matching gift revenue doesn’t need to be a lengthy or complex process. Many nonprofits miss out on this opportunity simply because they assume it will take too long or require significant resources to implement. But in reality, there are many effective and simple strategies that can drive substantial results in just a few minutes.
Let’s begin!
Method #1: Publish a matching gift post on social media.
Do you maintain Facebook, Instagram, LinkedIn, or Twitter accounts for your organization? More than likely, you have some combination of all four. And if so, odds are donors and members are scrolling through your messages on a regular basis, making it a particularly impactful tool when it comes to fundraising.
Take a few minutes to create a post about matching gifts. Not only will it appear on your fans’ walls today, but your matching gift post will linger on your organization’s page forever.
For a headstart, Double the Donation’s 360MatchPro users can access customizable marketing samples within the platform at no additional cost. Just choose a templated graphic, personalize it to your organization, and post it to your social accounts!
And don’t forget, if you use a service to schedule messages in the future, go ahead and create a few matching gift messages to post automatically over the coming months. Regularly sharing matching gift information is key to building familiarity with—and participation in—the programs.
Time Investment Required: Ten minutes
Method #2: Implementing a matching gift CTA on your confirmation screen.
Immediately after donors hit “submit” on their gift, they’re likely redirected to a confirmation screen or thank-you page on the website. This page generally thanks individuals for their support, and often offers suggested next steps to get further involved with the organization. One key way to do so is with matching gifts.
Therefore, we recommend incorporating a prominent CTA, or call to action, on your confirmation page that encourages donors to submit a matching gift.
Highlighting the opportunity so close to the point of donation allows you to pick up on the donors’ heightened momentum and engagement with your cause, translating that into more matching gift submissions overall.
Time Investment Required: Ten minutes
Method #3: Modify your donation acknowledgments to promote matching gifts.
More than likely, your organization sends an acknowledgment letter or email to each individual after they give. If so, this is a great place to promote matching gifts. And since acknowledgments are generally automated, all you need to do is plug a quick blurb about matching gifts into your template or workflow. Then, it will be automatically triggered to all donors once they submit their initial gifts—driving awareness and visibility of the opportunity across your dedicated supporters.
However, more impactful than simply adding a section to your existing acknowledgment letters is sending dedicated post-donation matching gift emails. After all, acknowledgments are often discarded as not requiring additional action, while separate matching gift outreach can be just what you need to grab your audience’s attention. These messages can even be automated using 360MatchPro, making it quick and easy for supporters to receive tailored matching gift insights straight to their inboxes.
Time Investment Required: Five minutes
Method #4: Add a blurb about matching gifts to your staff email signatures.
Email is likely one of your most essential communication channels when it comes to engaging with individual donors. As a result, your email signatures—and those of your entire fundraising team—offer valuable real estate for donor-facing promotions. And we recommend utilizing the space as an easy way to remind donors about matching gifts.
For the best results, you’ll want to link directly to your organization’s dedicated matching gifts page, complete with an embedded matching gift search tool. Otherwise, you can ask donors to “please check with your company to see if they’ll match your donation.”
Time Investment Required: Ten minutes
Method #5: Share information about matching gift companies in your area.
Promoting matching gifts to your external audience often starts with getting your internal team on board, too. While there are a ton of training resources available, one thing you can do in 30 minutes or less is send a list of top matching gift companies to your fundraising staff. You might be surprised to find out that some of your colleagues have never heard of employee matching gift programs—let alone have familiarity with the companies offering them.
While you’ll only be able to include a handful of companies representing a small percentage of companies in your area that will match donations, it can be a good way to raise awareness about the potential of matching gifts.
To kick off your research, this guide from Nonprofit Source provides an insightful look at different matching gift companies across the globe. Plus, it includes a breakdown of popular matching gift hubs by geographic region.
Time Investment Required: Fifteen minutes
[Bonus] Method #6: Send an email to all “Eligible but Not Submitted” donors.
Note: While the previous ideas could be completed with or without Double the Donation’s matching gift software, the next several methods focus on tools within 360MatchPro. Interested in getting started? Request a demo now!
If you subscribe to Double the Donation’s tools, there are a number of ready-built reports available within the 360MatchPro platform. One of these, called the “Eligible but Not Submitted” report, is designed to identify those who have been marked as matching gift eligible by their employer name but have not yet submitted their matching gift requests. Those are your best matching gift prospects, and they’re currently letting their gifts go unclaimed.
Luckily, there’s even an easy way to bulk send emails right from the dashboard, meaning you can select this segment of recipients, trigger a pre-written email, and drive submissions to completion.
Time Investment Required: Twenty minutes
[Bonus] Method #7: Follow up with unclaimed repeat matching gifts.
Donors who have secured a matching gift in the past are going to be significantly more likely to do so again in the future. And if they haven’t yet submitted a match for their repeat gift, a little nudge can go a long way.
Fortunately, Double the Donation has a tool for this, too! All you have to do is quickly navigate to the Repeat Donors report, select the intended recipients from the provided list, and send a bulk email letting them know that they can amplify their impact just like they’ve done before.
Time Investment Required: Twenty minutes
Take your matching gift efforts even further.
In just 30 minutes or less, your organization can make significant strides toward increasing its matching gift revenue—and making an even greater impact overall. By implementing these quick, targeted strategies, you not only maximize funds but also build awareness among donors about how easy it is to amplify their contributions.
Matching gifts represent a valuable yet often underutilized source of revenue. With these small, time-efficient efforts, you’ll ensure that more donors are aware, more gifts are matched, and your organization benefits more from every dollar.
Don’t let time constraints hold you back. By setting aside a bit of time to prioritize matching gifts, you’ll be able to unlock untapped funds, motivate donors to double their impact, and strengthen your organization’s overall giving strategy—all with minimal effort.
Interested in learning more about matching gift fundraising and beyond? Check out these additional resources:
Get to Know the Basics of Corporate Matching Gift Programs. Understand the ins and outs of matching gifts with this educational guide. Access insights regarding the top companies matching gifts, program guidelines and criteria to know, and more.
Become an Expert: Access 10 Steps to Matching Gift Success. Get the free downloadable resource to utilize our 10-step matching gift fundraising checklist. Implement these practices to increase matching gift revenue more easily than ever before.
Marketing Matching Gifts | A Guide for Avid Fundraisers. Uncover even more matching gift marketing tips and tricks in this complete guide. While some practices may require a larger investment of time, the revenue growth will be substantial!
https://doublethedonation.com/wp-content/uploads/2012/12/DTD_How-to-Increase-Matching-Gift-Revenue-in-30-Minutes-or-Less_Feature.png6001600Adam Weingerhttps://doublethedonation.com/wp-content/uploads/2022/03/logo-dtd.svgAdam Weinger2024-11-05 11:00:232024-11-07 15:24:36How to Increase Matching Gift Revenue in 30 Minutes or Less
Double the Donation is excited to announce its latest partnership with VolunteerMatters, extending corporate social responsibility technology into the realm of corporate volunteerism. Through this collaboration, Double the Donation Volunteering is now seamlessly integrated with volunteer management software VolunteerMatters, providing organizations with powerful tools to enhance their corporate volunteer strategies and engage supporters like never before.
“We’re excited about partnering with Double the Donation to transform nonprofits’ use of volunteer grants and volunteer time off incentives,” said Mark Hopwood, President of VolunteerMatters. “VolunteerMatters and Double the Donation share a goal of helping nonprofits create a lasting impact through their volunteer forces, which is exactly what this integration will achieve. We’re proud to offer our mutual clients a powerful tool that makes it easier than ever to unlock new volunteer opportunities and harness the full power of volunteerism.”
With this new integration, volunteers can easily provide their employment information when signing up for events through VolunteerMatters, unlocking access to corporate volunteer incentives such as volunteer grants and paid time off. Double the Donation Volunteering guides users through the process of submitting corporate volunteer requests, ensuring that nonprofits can effortlessly harness the financial benefits available through their supporters’ employers.
“As the demand for corporate social responsibility, including volunteerism, continues to rise, it’s essential for nonprofits to leverage these opportunities to their fullest extent,” said Adam Weinger, President of Double the Donation. “The integration of Double the Donation Volunteering with VolunteerMatters’ robust platform helps organizations enhance both volunteer engagement and corporate contributions, driving greater impact across the board.”
The VolunteerMatters and Double the Donation integration is now available to mutual clients.
Ready to elevate your volunteer engagement with corporate incentives? Contact the Double the Donation team today to schedule a personalized demo and see how 360MatchPro can work for your organization. Make sure to mention you use VolunteerMatters!
About VolunteerMatters:
VolunteerMatters offers an all-encompassing volunteer management platform designed to streamline the organization, communication, and engagement of volunteers across various sectors, including nonprofits, schools, and community groups. With a focus on providing user-friendly and intuitive solutions, VolunteerMatters makes it easy to schedule and manage volunteer activities. For more information, visit the VolunteerMatters website.
About Double the Donation:
Automate your matching gift fundraising and corporate volunteering with the industry-leading solution from Double the Donation. The 360MatchPro platform provides nonprofits with tools to identify individuals who qualify for corporate philanthropy initiatives, drive increased participation, and gain actionable insights from the programs. 360MatchPro integrates directly into donation forms, CRMs, volunteer management platforms, and other nonprofit technology solutions to capture employment information and follow up with donors accordingly. To learn more, visit Double the Donation.
https://doublethedonation.com/wp-content/uploads/2024/10/VolunteerMatters-DTD-handshake.png5801550Adam Weingerhttps://doublethedonation.com/wp-content/uploads/2022/03/logo-dtd.svgAdam Weinger2024-10-29 16:00:182024-11-25 15:48:46VolunteerMatters and Double the Donation Launch Partnership to Support Corporate Volunteerism
The American Cancer Society (also known as ACS) is renowned for its efforts in cancer research, patient support, and advocacy. However, one of the lesser-known secrets to its fundraising success lies in its effective use of matching gifts. By doubling—and in some cases tripling—donor contributions through corporate matching gift programs, ACS has been able to significantly increase its fundraising results.
In this post, we’ll take a closer look at how the American Cancer Society harnessed the power of matching gifts to double donations—and see what other nonprofits can learn from their approach. Specifically, we’ll cover:
Double the Donation sat down with the American Cancer Society to discuss the organization’s matching gift strategy. Interested in learning more about how they brought about standout matching gift success? Feel free to watch a brief snippet from the webinar here—or skip below to access a recording of the full, on-demand event.
Let’s begin!
American Cancer Society: Organizational Overview
The American Cancer Society (ACS) is a nationwide, community-based, voluntary health organization dedicated to eliminating cancer as a major health problem. Founded in 1913, ACS has become one of the most influential nonprofits in the fight against cancer, funding groundbreaking research, providing support for patients and survivors, and advocating for cancer prevention and early detection.
Today, the American Cancer Society’s ongoing efforts are powered by volunteers, donors, and corporate partners alike, with matching gift programs playing a critical role in increasing the impact of donations. All in all, this ensures that the organization can continue making strides toward a cancer-free future with the right resources in tow.
How the American Cancer Society Secured Internal Buy-In for Matching Gifts
In a recent conversation with key stakeholders—including volunteers and paid staff alike—the American Cancer Society discovered a gap in knowledge that’s proven to be hindering the organization’s matching gift fundraising success.
When internal teams lack awareness around the programs, they’re not taking the steps to rally individual supporters to get involved. That means matching gifts are slipping through the cracks, and teams aren’t prepared to stop it from happening.
Ensure team-wide knowledge. They got started by determining exactly how familiar their audience is with the idea of matching gifts. Once they had a baseline for knowledge, they made a plan to increase awareness across staff and volunteers.
Seek input from their stakeholders. Project leaders asked around to see what kinds of materials their team would find most valuable. As the organization’s fundraising staff are the ones who will be distributing the resources, it made sense to gather their opinions from the start.
Equip its fundraising team with matching gift materials. A nonprofit’s fundraising team plays a hands-on role in driving donor support. ACS made sure its team was ready to encourage matching gifts by providing staff and volunteers with helpful resources ahead of time.
Remember this: The more an internal team is prepared to proactively pursue matching gifts, the more effective a response it can expect.
P.S. Double the Donation’s Matching Gift Academy is free for current clients to learn from—and it contains a wealth of resources for organizations to supercharge their internal knowledge.
American Cancer Society’s External Matching Gift Resources
In order to combat the lack of matching gift awareness the organization was seeing, the ACS team took time to create donor-facing materials that provided educational context surrounding the programs.
These resources include—but are not limited to—the following:
A matching gift Q&A resource, complete with common inquiries and the appropriate responses.
An explainer doc that demonstrates how an individual will submit a matching gift to their employer.
A brief video that overviews the matching gift opportunity and visualizes how an individual will get involved.
Once the team had its matching gift materials created, it was time to share them with its network, both internally and externally. This allowed team members and supporters to grow their knowledge of the programs and ultimately participate on the organization’s behalf.
Not to mention, to further simplify the matching gift experience, the ACS features Double the Donation’s search tool in both its marketing materials and its video overview.
Get More Insights From the On-Demand Event Replay
We covered many of the most essential insights from the ACS matching gifts presentation in this overview. Still, there’s more to learn!
To hear the full conversation between our team and the American Cancer Society, get the webinar replay by filling out the form below.
Wrapping Up & Additional Resources
The American Cancer Society’s ability to double donations through matching gifts highlights the transformative power of this fundraising tool. By making it easy for donors to access matching gift opportunities, ACS has maximized the impact of each contribution.
Today, nonprofits of all shapes and sizes can learn from the American Cancer Society’s strategy to amplify their own fundraising efforts and make a greater difference. Matching gifts not only increase funds but also strengthen donor relationships, providing a win-win opportunity for the causes they serve.
Keep learning! Read our recommended resources to continue growing your knowledge on all things matching gifts:
Corporate matching gifts are an invaluable revenue opportunity for nonprofits and schools. However, many organizations struggle to capture them due to low levels of awareness among their donors. With effective promotions, you can solve the issue and benefit greatly from the funds.
In this blog, we’ll cover one standout example, familiarizing your team with the ins and outs of Save the Children’s matching gift strategy.
Double the Donation works with leading organizations to help them finetune their matching gift strategies and raise more through the programs. Save the Children is one example of a cause we support, and they joined a webinar to discuss how our tools are supporting their fundraising and matching gift efforts.
In this post, we’ll summarize the event and examine how Save the Children engages supporters in a meaningful way. Here’s a quick overview of the presentation:
Let’s begin!
What to Know About Save the Children
Save the Children is a global leader in children’s advocacy, known for its impactful programs in education, health, and emergency response. For over 100 years, Save the Children has been dedicated to literally saving the world’s children by providing education, a healthy start to life, and protection from harm.
Today, the organization operates in more than 100 countries across the world. However, its success isn’t just due to the breadth of its services. It’s also driven by a powerful approach to fundraising, including a well-crafted matching gift strategy.
Save the Children’s Matching Gift Page Overhaul
As of 2023, Save the Children had been receiving support from matching gift programs—but the team knew it could be doing more. In order to kick off its promotional strategy, Save the Children decided to revamp its Workplace Giving and Matching Gifts information page.
The Organization’s Former Matching Gifts Page
Save the Children’s matching gift strategy was doing a lot well even before its complete overhaul. Here are a few practices the organization implemented in creating the Match Page:
Clearly explain the matching gift process. Most donors lack knowledge about matching gifts. Simplify involvement by providing the basic information an individual should know.
Embed a database tool. If you invest in a tool like Double the Donation, place a database search tool on the page. Donors simply type their company name to receive employer-specific guidelines and request forms!
Answer FAQs. Be proactive about providing the information you think your donors will need right on the page. This can reduce the volume of inquiries your team will need to answer later, too.
The Organization’s New Matching Gifts Page
From there, the team also conducted the following steps to reorganize the page with the goal of bringing about better matching gift results. With a few additional tweaks and adjustments, the page is more successful than ever:
Simplified the information included. The goal was to be comprehensive and educational without overwhelming the visitor with too much text.
Incorporated clickable content section links. This assisted with navigation, making it easy to find the most relevant information for each user.
Restructured the page to focus on matching gifts first. With a goal of increasing visibility, the team placed Double the Donation’s 360MatchPro widget higher—and more prominently—on the page.
Visually demonstrated the simplicity of the matching gift process. Using diagrams and other graphic elements, the organization was able to better illustrate and communicate the matching gift experience for donors.
The results? Save the Children saw increased site traffic and page views during a four-month period as compared to the same period the year prior. And the growth was substantial, too. According to the organization, their team saw a 966% increase in site traffic and a 903% increase in page views!
This increase in site traffic has directly resulted in more donors participating in matching gifts as well. Since their matching gift page now provides simplified, engaging information, donors are more easily able to navigate their matching gift programs.
Save the Children’s Text Message Campaign Strategy
Once you’ve created a matching gift page on your website, you’ll want to take steps to direct traffic to the resource. One thing that Save the Children did to spread matching gift awareness was employ a mass marketing text campaign around the holiday giving season.
Within this campaign, a first text message went out before Giving Tuesday, with a second text message following soon after. Both texts contained brief information about matching gifts along with a direct link to the organization’s matching gifts page, where recipients were encouraged to learn more.
The first agency text message went to the entire text mailing list, which is around ~60,000 contacts who had engaged with Save the Children in the last year. This text saw an above-average click-through rate of 2.7%—with more than 1.5K unique clicks—and also brought in an estimated $2.7k in revenue even before matches were accounted for.
Meanwhile, the second message went out to a smaller segment—those who gave via a recent Giving Tuesday push—but had a significant impact as well. Deployed to ~3.2k subscribers, it saw a click-through rate of 2.6% (which is a 162% increase from other mass marketing texts).
All in all, Save the Children’s matching gift strategy encompassed a range of promotional tactics—from text messaging to paid advertising space and beyond. But one thing that all of its efforts had in common was the use of its Matching Gift page as a central linking target. Because the page provides comprehensive information that answers donors’ questions while also giving them insight into their company’s specific matching gift program guidelines, it makes getting involved easier than ever!
How Double the Donation’s Tools Helped Save the Children’s Matching Gift Strategy
As a 360MatchPro client, Save the Children utilizes Double the Donation’s automation platform to make matching gifts easier for their donors and fundraising staff alike. In discussing the organization’s matching gift page overhaul and subsequent text campaign, one thing the Save the Children team emphasizes is its use of the matching gift database tool.
“I’ll just say, from our standpoint of Save the Children, it’s been so helpful to have that 360MatchPro search tool embedded on the landing page. It makes it really easy when we go to deploy visibility tactics to let people know it’s really easy to track if your employer can match your gift or not.”
Ariana Romanelli, Save the Children US
Here’s how it works:
An individual begins typing the name of their employer in the company search tool.
As they type, the solution automatically populates suggested companies. This makes it easy to select the appropriate employer without worrying about typos or misnomers.
When the individual selects a listing, they’re met with tailored insights regarding the company’s matching gift program (as well as other workplace giving initiatives available) in real-time. This includes minimum and maximum donation amounts, match ratios, qualifying employees and nonprofits, and submission deadlines.
The individual is encouraged to submit a matching gift by following the provided instructions and submitting the provided forms.
Save the Children has also implemented Double the Donation’s matching gift database directly within its online giving form, too. This allows users to access matching gift insights at the point of donation and even receive tailored guidelines and forms via email after contributing.
Learn More: Get the Full Webinar Replay
We’ve summarized the most essential insights from our recent presentation here. But for the full look at Save the Children’s matching gift strategy, we recommend viewing the full webinar replay.
Interested in hearing the complete conversation between a lead associate of corporate partnerships at Save the Children and Double the Donation’s own marketing team manager? Register to receive a copy of the presentation sent directly to your inbox.
Save the Children’s matching gift strategy serves as a valuable example for nonprofits looking to elevate their fundraising impact. By implementing clear communications, leveraging technology, and promoting programs at multiple opportunities, they’ve found a winning formula for multiplying donations.
Now, organizations like yours can draw inspiration from their approach to maximize your own matching gift potential. When executed well, matching gifts don’t just boost the bottom line. They deepen supporters’ connection to the cause, ensuring each contribution goes further in creating lasting change for children in need.
Begin by auditing your current matching gift marketing efforts. Do you have a dedicated matching gifts page on your site? If not, that’s likely where you’ll want to get started. If so, you’ll want to evaluate the existing resource and determine how exactly you’re sending traffic to the page. Then, see what changes you can implement to bring your strategy to new heights.
Keep learning! Read our recommended resources to continue growing your knowledge on all things matching gifts:
https://doublethedonation.com/wp-content/uploads/2024/10/DTD_A-Look-at-Save-the-Childrens-Winning-Matching-Gift-Strategy_Feature-1.png6001600Adam Weingerhttps://doublethedonation.com/wp-content/uploads/2022/03/logo-dtd.svgAdam Weinger2024-10-21 19:03:332024-10-25 12:47:00A Look at Save the Children’s Winning Matching Gift Strategy
Collecting employer information in volunteer registrations is a crucial strategy for nonprofits seeking to maximize their outreach, fundraising, and engagement potential. By understanding where their volunteers work, organizations can identify opportunities for corporate volunteer incentives and more.
In this post, we’ll explore the benefits of gathering employer details in volunteer registrations. Plus, we’ll provide practical tips for nonprofits to effectively integrate this step into their volunteer sign-up process. Specifically, we’re going to cover:
Equipping your team with accurate and up-to-date employer data not only strengthens relationships with individual volunteers but also opens doors to additional resources that can significantly enhance the impact of a nonprofit’s programming. The rewards are endless—and the best place to access this information is directly within your volunteer registrations.
Let’s begin!
The Importance of Employer Information for Nonprofits & Schools
Collecting employer information from volunteers, donors, and other supporters is a strategic practice that can significantly benefit both nonprofits and schools. After all, understanding where constituents work provides invaluable insights that can open doors to a range of opportunities.
Here’s why employer information is crucial:
Uncovering workplace giving programs. Thousands of companies offer workplace giving programs where they support the organizations their employees give to or volunteer with. Knowing where your donors and volunteers work can help your team identify opportunities for matching gifts, volunteer incentives, and more.
Establishing more well-rounded supporter profiles. The more you know about your supporters, the better you can engage them with your organization. Use employer data to customize your outreach and add a personal touch to your communications once your supporter profiles are filled in!
Accessing wealth and giving insights. Prospect research can play a significant role in understanding an individual’s likelihood of giving. If you know where they work, you can estimate wealth indicators and determine approximately how much they may be able to contribute to your cause.
Identifying potential partnerships. Companies want to support the organizations their employees are involved with. If a number of your donors or volunteers come from a single company, try reaching out to them to pitch a one-off giving program or volunteer opportunity.
In summary, employer information is a powerful asset that fundraising organizations can leverage to do more for their missions. Collecting and utilizing this data helps organizations unlock the full potential of corporate support, ultimately advancing their missions more effectively than ever before.
Benefits of Collecting Employer Information in Volunteer Registrations
With any number of opportunities to collect employer information from your supporters, what makes your volunteer registration forms an ideal location?
Let’s take a look at the benefits of this particular method:
Volunteers are likely highly engaged with your cause while actively registering for an event. When volunteers are in the process of signing up for an event, they are actively showing interest and commitment to your cause. This moment of heightened engagement makes it an ideal time to gather additional information, such as employer details.
Volunteers are already expected to provide personal information in the registration process. During the volunteer registration process, participants are usually asked to provide basic personal details, such as their name, contact information, and emergency contact details. Because they are already sharing personal information, including an additional field for employer details is a natural extension of the form—rather than an extra burden.
Volunteers love having the chance to amplify their impact through workplace giving. Many volunteers are motivated by the opportunity to make a bigger difference, and workplace giving programs, such as volunteer grants, offer a simple way to do so. When volunteers know that their employer offers opportunities to double or triple the impact of their support, they are often eager to participate.
Volunteers are often required to complete the request process ahead of engaging in their activities. When an individual wishes to use their corporate volunteer incentives (e.g., VTO), they typically need to request the time off from their employer beforehand. Promoting the opportunity from the start—i.e., in registrations—ensures that each volunteer has the time they need to get proper approval before the event arrives.
How to Collect Employer Information During the Registration Process
Now that you understand why you should incorporate employer information into your volunteer registration forms, we’ll take a look at some actionable strategies that your team can adopt in order to do so.
Here’s a step-by-step overview of the process you’ll want to follow:
Design an optimized volunteer registration form. Start by creating a registration form that is user-friendly and visually appealing, with a clear layout and minimal clutter. Make the form concise to encourage completion while ensuring it collects the necessary information.
Implement an optional field or employer search tool. Add an optional field for “Employer Name” to encourage volunteers to provide this information. For the best results, consider implementing an employer search tool with auto-suggest. This way, as volunteers type, the tool can suggest company names, reducing the chances of typos or incomplete entries.
Mention why you’re collecting the information. Provide a brief explanation about why you’re collecting this data. Explain how employer details help identify volunteer incentives that could amplify the impact of their contributions.
Direct volunteer traffic to your registration forms. Begin promoting your volunteer registration forms to ensure they reach your audience. Make the registration process easy to find and complete by providing direct links and clear calls to action, encouraging potential volunteers to sign up and provide their information.
Send employer data to your 360MatchPro platform. If you use a platform like 360MatchPro, integrate it with your registration form to automatically transfer employer information to your donor database. This streamlines the process, allowing you to identify volunteer grants, VTO, and other opportunities as efficiently as possible.
Following these steps ensures that employer information is collected efficiently during the volunteer registration process. And doing this enables your organization to leverage corporate giving programs, build partnerships, and maximize the impact of volunteer contributions.
Leveraging Employer Information for Volunteer Programs
Once you’ve collected employer data (whether in your volunteer registrations or otherwise), it’s time to put it to good use. One of the most valuable purposes of this information is locating available corporate volunteer programs.
While these programs vary from one company to the next, it’s a good idea to become familiar with the types of programs you might see. Generally, these include:
Volunteer grants — Corporate programs where companies provide monetary donations to nonprofits based on their employees’ volunteer hours. This incentivizes employees to engage in volunteer work and helps nonprofits receive additional funding.
Volunteer time off (or VTO) — Programs that allow employees to take paid time off from work to volunteer for charitable organizations. This encourages employees to give back to their communities without sacrificing their personal time or pay.
Skills-based volunteerism — Opportunities that involve employees using their professional skills and expertise to support nonprofit organizations. This type of volunteerism provides access to high-quality professional services like marketing, legal, or IT that may otherwise not fit in the organization’s budget.
Corporate volunteer days — Organized events where a company’s employees participate in volunteer activities as a group. These events may be held during work hours and are often planned around specific causes or projects, such as environmental cleanups or community service projects.
Each of these programs encourages employee involvement in the community and helps companies support charitable causes in meaningful ways. When you know where your volunteers (or donors!) work, you can identify individuals who may qualify for workplace volunteer programs like these.
Not to mention, when you utilize Double the Donation’s volunteer incentive database tool, you can even provide company-specific information on available volunteer programs directly from your registration confirmation page!
Common Challenges and Solutions for Collecting Employer Information
If you don’t currently have a strategy for collecting employer information in volunteer registrations, don’t fret. Many organizations face challenges when it comes to gathering this information, but we’ve got the solutions ready for you.
Challenge: Not collecting the information at all.
Organizations often overlook the value of employer information and may miss the opportunity to collect it during volunteer registrations. This can limit their ability to identify corporate philanthropy opportunities, such as matching gifts or volunteer grants, and hinder their efforts to maximize volunteer contributions.
Solution: Start asking for employer information in volunteer registration forms.
To overcome this challenge, organizations should add an employer information field to their volunteer registration forms. Even if it’s optional, including this field increases the chances of gathering valuable data that can help unlock corporate giving opportunities.
Challenge: Collecting the information too late.
When employer information is requested after volunteers have already signed up or participated in an event, it can be challenging to gather accurate data. This delay may reduce response rates or lead to missed opportunities for volunteer grants or volunteer time off associated with recent activities. Not to mention, VTO requests generally need to be submitted before the event takes place.
Solution: Request employer information from your initial volunteer sign-ups.
To avoid this issue, organizations should ask for employer information at the very start of the volunteer registration process. This ensures that relevant details are collected upfront, allowing the organization to identify corporate giving opportunities and engage volunteers with workplace giving programs right from the beginning. Plus, early collection sets the stage for more effective follow-up and donor engagement.
Challenge: Leveraging outdated information.
Just because you’ve accessed an individual’s employer information at one point in time doesn’t mean it will be the same for the foreseeable future. Unfortunately, relying on outdated employer information can be problematic, as supporters may change jobs or employers over time. This can result in inaccurate data and missed opportunities if the organization continues to base its outreach on outdated records.
Solution: Regularly refresh supporters’ profiles with up-to-date details.
To keep employer information current, organizations should periodically prompt volunteers and donors to update their profiles. And the best way to do so is to ask them for the information each time they register for an event or complete a donation!
Regularly refreshing supporter data ensures that organizations have accurate information for pursuing volunteer incentives and broader corporate partnerships alike.
Challenge: Employer information going unused.
Even when employer data is collected, it may not be effectively leveraged by the organization. This lack of data utilization often results in missed opportunities to engage volunteers and corporate partnerships going unrealized.
Solution: Utilize the information for workplace giving incentives.
Train your staff on the importance of leveraging employer information for fundraising and corporate engagement. Teams can use this data to identify volunteer incentives, target companies with multiple supporters, or reach out about establishing new programs.
See it in Action: Organizations Collecting Employer Info in Volunteer Forms
Maybe you’re considering the addition of an employer information field—or search tool—to your volunteer registration forms. But first, you want to see what other organizations are doing.
You’re in luck! Check out the following examples of leading fundraising organizations collecting employment information directly as individuals register for volunteer activities.
Humane Society of the United States
The Humane Society of the United States is a leading animal welfare organization dedicated to advocating for and protecting animals through rescue, advocacy, policy change, and more. In order to work toward its mission effectively, this national nonprofit engages volunteers across the country in a number of virtual, in-person, and hybrid roles.
Plus, when an individual registers to become a volunteer for the organization, they’re prompted to provide information regarding their current employment status. This includes an entire section dedicated to fields such as employer name, job title, and even matching gift eligibility.
St. Jude Children’s Research Hospital
As a renowned pediatric treatment and research facility, St. Jude Children’s Research Hospital is focused on finding cures and treating children with catastrophic diseases. To elevate its impact, the organization is continuously seeking volunteers to help out in roles related to event support, fundraising, office and administration, and more.
When an individual registers to become a volunteer with St. Jude, they’re asked to complete a number of form fields—including personal information, contact information, and employment details.
Susan G. Komen for the Cure
Susan G. Komen for the Cure is a prominent breast cancer organization committed to funding research, community health programs, and advocacy efforts to combat breast cancer.
When an individual is interested in volunteering, they’re prompted to fill out a brief online registration form. In addition to fields relating to volunteer interests, motivations, and more, the organization also asks volunteers to provide the name of their current employer—allowing the team to uncover available corporate giving opportunities and more.
American Heart Association
The American Heart Association is a major health organization dedicated to fighting heart disease and stroke by funding research, promoting healthy lifestyles, and supporting patient care. The leading nonprofit benefits from generous volunteer support through a number of individual and corporate volunteer opportunities alike.
In fact, the AHA even supplies a dedicated inquiry form for companies interested in organizing corporate volunteer events. This resource collects information about the business, its employees, and any current volunteer incentives—including Dollars for Doers!
It even links out to the organization’s dedicated Matching Gifts Page, which includes a company search tool for users to access their employers’ program information.
Next Steps for More Impactful Volunteer Registrations
Including employer information in volunteer registrations offers a valuable opportunity for nonprofits to expand their networks and increase fundraising potential. By connecting with volunteers’ workplaces, organizations can unlock opportunities such as volunteer grants, volunteer time off, and even corporate partnerships.
For nonprofits looking to elevate their impact, taking the time to collect and leverage this information can make a significant difference. It’s a simple step that not only enhances the volunteer experience but also fosters stronger ties between nonprofits, volunteers, and their employers.
Interested in securing additional support for your cause? Check out these additional resources to learn more:
https://doublethedonation.com/wp-content/uploads/2024/10/DTD_Collecting-Employer-Information-in-Volunteer-Registrations_Feature.png6001600Adam Weingerhttps://doublethedonation.com/wp-content/uploads/2022/03/logo-dtd.svgAdam Weinger2024-10-17 15:53:472024-10-18 15:34:10Collecting Employer Information in Volunteer Registrations
In today’s digital age, text messaging has emerged as one of the most powerful and effective ways to connect with supporters—especially when it comes to matching gifts. However, many donors remain unaware of these opportunities, resulting in missed revenue for nonprofits. Lucky for you, that’s where matching gift text marketing comes into play!
By spreading the word about matching gifts via SMS, your organization can quickly inform supporters about the potential to multiply their contributions, boost engagement, and drive more funds toward your cause.
In this post, we’ll explore the key benefits of using text messages to promote matching gifts, share best practices for crafting compelling messages, and provide examples to help you get started. Specifically, we’ll cover:
Whether you’re new to SMS marketing for matching gifts or you’re looking to optimize your existing strategies, we’ll guide you through making the most of this channel to maximize your matching gift revenue.
Let’s dive into how matching gift text marketing can help spread the word, drive action, and unlock more fundraising potential for your nonprofit.
The Importance of Marketing Matching Gifts
Corporate matching gifts offer significant fundraising potential for nonprofits and schools. Many companies offer matching gift initiatives where they match employees’ donations to eligible nonprofits, essentially doubling or even tripling the original contributions. Not to mention, donors are more likely to give—and to give in larger amounts—when they know a match is available.
However, a lack of awareness regarding the programs has ultimately led to billions of dollars in matches going unclaimed each year. So, what does this mean for your cause?
It all boils down to this: taking a proactive approach to marketing matching gifts is essential.
Promoting matching gifts effectively helps bridge the awareness gap and motivates donors to take advantage of these corporate giving programs. By educating your audience on how matching gifts work, establishing social proof, and providing easy access to information and forms, you can create a streamlined process that encourages participation.
Why Market Matching Gifts Via Text Message?
Once you’ve established the general importance of marketing matching gifts, the question to answer is this: What is the best channel, or combination of channels, to get the job done?
With high open rates and immediate reach, SMS has the potential to significantly enhance your nonprofit’s fundraising efforts—especially when it comes to promoting matching gifts.
As a result, marketing matching gifts via text message is an incredibly effective way for nonprofits to reach their supporters wherever they are, at any time. In today’s fast-paced world, people are always on the go, with their phones close at hand. Text messaging allows organizations to offer a direct and personal touch that other communication channels can’t quite match.
With just a few taps on their phone, donors can learn about matching gift opportunities and take action immediately, making the giving process simple and convenient.
The effectiveness of text marketing for matching gifts is further underscored by its exceptionally high open rates. On average, text messages boast open rates of around 98%, far surpassing those of emails or even social media viewership. This means that when a nonprofit sends a text message about matching gifts, it’s almost guaranteed to be seen by the recipient.
By leveraging text marketing, organizations can ensure that their message isn’t just delivered but actually read—significantly boosting the chances of donors following through with a matching gift request.
Additionally, text messages create a sense of urgency and immediacy, prompting donors to act without delay. This makes it a perfect tool for time-sensitive fundraising efforts, such as year-end campaigns or giving days, where matching gifts can significantly amplify the impact of donations. With mobile-friendly links and information at their fingertips, supporters can easily access resources to complete the matching gift process, leading to more submitted requests and increased funding.
Best Practices for Innovative Matching Gift Text Marketing
In the rapidly evolving landscape of nonprofit fundraising, text marketing has emerged as a powerful tool for engaging donors and maximizing the impact of matching gifts. As organizations look for innovative ways to connect with supporters, leveraging SMS to spread the word about matching gift opportunities can significantly enhance outreach efforts.
This section will cover best practices for implementing effective text marketing strategies specifically tailored to matching gifts.
Personalize your engagement.
Personalization is key in any marketing strategy, and text messaging is no exception. When communicating with supporters about matching gifts, it’s important to add a personal flair. This can mean addressing them by their name, referencing their past contributions, or providing employer-specific matching gift information.
By personalizing your messages, you show each donor that they are a valued individual rather than just part of a larger audience, increasing the likelihood that they will engage with your content and take the intended action.
Keep your messages short and sweet.
Text messages have a character limit—and are often read on the go—so brevity is crucial. Aim to convey your message in as few words as possible while still providing the essential information.
A well-structured, concise message will ensure that your audience can quickly grasp the purpose and act accordingly. A straightforward approach respects your supporters’ time and enhances the chances of them responding positively, as they won’t feel overwhelmed by lengthy texts.
Send a link to your dedicated matching gifts page.
When it comes to matching gift text marketing, establishing a clear and specific CTA (or call to action) is a must. For the best results, we recommend sending text traffic to a dedicated matching gifts page on your nonprofit’s website.
Including a direct link to a centralized resource hub simplifies the process for donors, providing clear information on how matching gifts work, program benefits and criteria, and instructions for involvement. Not to mention, your match page should have an embedded matching gift search tool, making it easier than ever for donors to uncover their matching gift eligibility and kick off the request process.
Incorporate visuals and emojis.
While SMS is primarily a text-based medium, incorporating visuals and emojis can grab your audience’s attention while enhancing your message’s appeal and clarity. A well-placed emoji can add personality and emotion to your message, making it feel more engaging and friendly. 💝 Meanwhile, branded graphics or images can be incorporated into multimedia messages (or MMS) to illustrate your matching gift campaign in a visual manner.
These small touches can make a significant impact, helping your messages stand out in an often overcrowded inbox.
💡 Top tip: Use Double the Donation’s free matching gift marketing templates (available for clients to use within the 360MatchPro platform) to create and distribute beautifully branded, professional-level graphics.
Track and analyze performance metrics.
Performance metrics are essential to any marketing campaign, allowing your team to measure its success with tangible goals and insights. When it comes to tracking and analyzing your matching gift text marketing, monitoring data such as open and click rates, matching gift conversion rates, and more is crucial.
By analyzing these matching gift marketing indicators, you can gain insights into what resonates with your audience, allowing you to evaluate, refine, and adjust your strategies over time.
Bonus: Utilize 360MatchPro’s enterprise text functionality.
In addition to hosting a dedicated matching gift awareness campaign, another way to use text marketing involves following up with donors after they give to your cause. This allows you to target individual givers with personalized messaging at the height of their engagement with your cause, increasing the likelihood that they’ll take the next step for a matching gift.
It doesn’t have to be a huge undertaking, either. In fact, eligible 360MatchPro users can enable SMS follow-ups in a few clicks, ensuring donors receive applicable messaging throughout their journey. While this feature is currently available only for Enterprise accounts, it provides a powerful opportunity for an organization to bring its automated outreach to the next level.
25 Sample Text Messages to Market Matching Gifts Well
With the convenience of mobile communication, text messages provide a direct line to your supporters. However, crafting the perfect outreach can be a challenge.
To help your nonprofit effectively promote matching gifts and make the most of this communication channel, we’ve compiled a number of sample text messages below.
Text message #1:
“Did you know your donation could be doubled? Many companies offer matching gifts for employee donations. Check if yours does and make an even bigger impact: [link].”
Text message #2:
“Double your impact today! Many employers will match your donation to [Nonprofit Name]. See if your company participates here: [link].”
Text message #3:
“You gave. Now your employer can, too! Find out if your company matches donations to [Nonprofit Name] and increase your gift’s impact: [link].”
Text message #4:
“Matching gift alert 🚨 Your employer may be able to match your recent donation to [Nonprofit Name]. Find out here: [link].”
Text message #5:
“Stretch your support further! 💪 Your donation could be matched dollar-for-dollar through your company’s matching gift program. Check eligibility: [link].”
Text message #6:
“Great news! Many companies will match employee donations to [Nonprofit Name]. Double your donation today by checking here: [link].”
Text message #7:
“Want to make an even bigger impact? 💥 Your employer might match your recent donation to [Nonprofit Name]. Learn more about matching gifts: [link].”
Text message #8:
“Thank you for your donation! Did you know it could go twice as far with a matching gift from your employer? See if you’re eligible: [link].”
Text message #9:
“Help us reach our goal! 🎯 Your donation can be doubled with a matching gift from your employer. Check your eligibility: [link].”
Text message #10:
“Double your donation without giving twice. 💸 Many employers match employee gifts. Find out if yours does here: [link].”
Text message #11:
“Don’t miss the chance to double your impact! Many companies match employee donations. See if your gift is eligible for a match: [link].”
Text message #12:
“Multiply your generosity! 🌱 Your donation could be matched by your employer. Find out if your company participates: [link].”
Text message #13:
“Did you know? Your employer might match your recent donation to [Nonprofit Name], making your gift go even further. Check now: [link].”
Text message #14:
“Double your support for [Nonprofit Name]! Many companies will match your donation. It only takes a minute to check if your employer participates: [link].”
Text message #15:
“Your impact could be twice as great! 🔍 See if your employer matches donations to [Nonprofit Name] and submit your request here: [link].”
Text message #16:
“Your generosity inspires others. Did you know your donation could be doubled by your employer? Learn more about matching gifts: [link].”
Text message #17:
“Thank you for supporting [Nonprofit Name]! 🙏 Your employer might match your donation. Double your impact here: [link].”
Text message #18:
“Matching gifts are a great way to increase your donation’s value. See if your company will match your recent contribution to [Nonprofit Name]: [link].”
Text message #19:
“Maximize your donation! 🏆 Find out if your employer will match your gift to [Nonprofit Name] and help us do even more good: [link].”
Text message #20:
“Make your donation go further this Giving Tuesday! Many companies will match your gift to [Nonprofit Name]. Check if yours does: [link].”
Text message #21:
“Matching gifts = double the impact! See if your employer matches employee donations to [Nonprofit Name] today: [link].”
Text message #22:
“You’ve already made a difference. Now, double it! See if your employer offers matching gifts to increase your donation’s impact: [link].”
Text message #23:
“Make your donation work twice as hard! 👐 Many companies will match employee gifts to [Nonprofit Name]. Check your eligibility here: [link].”
Text message #24:
“Did you know your gift could be doubled at no extra cost to you? See if your company matches employee donations to [Nonprofit Name]: [link].”
Text message #25:
“Your support means the world to us. 🌍 Take it a step further by submitting a matching gift request if your company participates: [link].”
By leveraging text marketing as a direct communication channel, your team can quickly and effectively remind donors about matching gift opportunities, keep them engaged, and inspire them to take action.
Just remember: the key is to tailor your messaging to resonate with your supporters, encourage participation, and ultimately help your organization maximize its matching gift potential.
Case Study: How One Organization Implemented Matching Gift Text Marketing
Save the Children, a large-scale, global humanitarian organization, decided to enhance its matching gift efforts by employing a text message marketing campaign. The goal was to raise awareness about matching gifts among their supporters while sending traffic to their newly renovated workplace giving page.
The text message marketing effort spanned several weeks and included targeted deployments to different segments of Save the Children’s subscriber base. The two key text messages in the campaign were sent on November 17 and December 2, the latter being just after Giving Tuesday.
Let’s take a look:
“Your donation to Save the Children may be eligible for a matching gift from your employer. Learn more: https://savetext.us/mgift?mk=61090499
Reply STOP to Quit”
The first message was sent to approximately 57,000 subscribers who had engaged with Save the Children over the past year. With no specific donation request included, the message aimed to raise awareness about matching gifts, encouraging recipients to learn more about the opportunity. Despite not featuring a direct fundraising ask, the campaign achieved an impressive click-through rate (CTR) of 2.7%, translating to about 1,500 unique clicks. As a result, the text message helped raise $2,700 in donations, demonstrating that even subtle reminders can drive meaningful engagement.
“THANK YOU for supporting children this Giving Tuesday…and always! Thanks to your generosity we’ll be able to make a significant impact in the lives of countless children. Now, do you want to see if you can make your gift go twice as far? Check if your employer offers a matching gift program: https://savetext.us/TY-mgift?mk=33219057
Save the Children
Reply STOP to Quit”
The second text message was targeted at a much smaller segment: around 3,200 subscribers who had made a donation within the four days surrounding Giving Tuesday. This message saw a strong CTR of 2.6%, well above the average of 1.6% for similar mass-market text campaigns. The success highlighted the effectiveness of targeting recent donors, especially during high giving periods such as Giving Tuesday.
Save the Children’s text message marketing efforts proved to be an effective way to increase awareness of matching gifts, achieving above-average click rates and directly raising funds through minimal outreach. This illustrates the potential of using text message campaigns for nonprofits like yours, showcasing that personalized and well-timed texts can boost engagement and revenue alike.
Looking to learn more? Access the on-demand webinar recording here to hear directly from Save the Children.
Wrapping Up & Additional Matching Gift Marketing Resources
Incorporating matching gift text marketing into your nonprofit’s outreach strategy is a game-changer for maximizing fundraising results. Given the immediacy and high open rates of text messages, this channel can help your organization capitalize on matching gift opportunities that might otherwise go unnoticed—all in a timely and convenient manner.
Ultimately, matching gift text marketing can help bridge the gap between supporters and the corporate philanthropy opportunities available to them, ensuring that your nonprofit captures as much matching gift revenue as possible. Start implementing SMS into your matching gift promotion strategy today, and watch as it helps unlock more funds, increase donor engagement, and elevate your organization’s mission.
Ready to learn more about strategic matching gift marketing efforts? Check out the recommended resources below:
https://doublethedonation.com/wp-content/uploads/2024/10/DTD_Matching-Gift-Text-Marketing-Spreading-the-Word-Via-SMS_Feature.png6001600Adam Weingerhttps://doublethedonation.com/wp-content/uploads/2022/03/logo-dtd.svgAdam Weinger2024-10-16 19:13:212024-10-16 20:11:53Matching Gift Text Marketing | Spreading the Word Via SMS
Double the Donation and OneCause are excited to debut new integration enhancements that will allow organizations to further streamline the matching gift fundraising process. This expanded functionality reflects the partnership’s continued commitment to facilitating matching gift revenue acquisition.
The new integration enhancement allows users to access company-specific matching gift next steps directly from the confirmation page screen. With this enhanced functionality, organizations can identify and secure more matching gifts during the giving process.
“The integration has made matching gifts effortless for everyone. With the new confirmation page, donors are guided to take the next step in submitting their matching gifts, ensuring no opportunity is missed,” said Stephanie Ragozzino, Chief Product Officer at OneCause. “This intuitive enhancement not only simplifies the experience but also significantly boosts the likelihood of doubling the impact of every donation.”
The enhancement simplifies employment data capture and automates segmented outreach. When a donor completes their OneCause Peer-to-Peer donation form, 360MatchPro determines the donor’s specific matching gift eligibility and provides a link to the associated matching gift employer.
“Although many donors are eligible to have their gift matched by their employer, donors often lack awareness and can be unsure of what next steps they need to take, “ says Adam Weinger, President of Double the Donation. “This enhanced integration with OneCause will allow organizations to effectively bridge that donor awareness gap.”
360MatchPro integrates seamlessly with OneCause Peer-to-Peer donation tools to automate the matching gift process for donors. Accessing this integration will enable fundraising organizations to initiate and continue matching gift conversations with donors while they are in the giving process. As a result, these organizations will be able to acquire more matching gift revenue while strengthening donor relationships.
Drive More Matching Gifts to Completion with 360MatchPro!
360MatchPro ensures your matching gift opportunities don’t fall through the cracks.
Take advantage of this solution to:
Identify more matching gift revenue opportunities: 360MatchPro enables you to automatically collect matching gift eligibility from donors using email domains, within donation forms, on confirmation screens, or by email. The more matching gift opportunities 360MatchPro discovers and shares with donors, the more matching gift requests your donors will successfully submit.
Drive more matches to completion, from form submission to corporate payment: Direct donors immediately to their matching gift forms after the donation process is complete. Then, provide the right information to the right donors at the right time with custom emails based on match eligibility. Target follow-ups drive more completed submissions than ever before, bringing exponentially more matching gift checks from companies through your door.
Reallocate your time from routine follow-up to your top opportunities: Your time is valuable, so why spend it chasing small dollar-value matching gifts? Let 360MatchPro automate your matching gift outreach while flagging your highest-value opportunities, allowing your team to personalize follow-ups to the most valuable match-eligible donations. Rest easy knowing that 360MatchPro can handle the rest.
About OneCause: OneCause is a powerful fundraising solution that delivers innovative, easy-to-use software for auctions, peer-to-peer, text2give, events, payments, and more. Learn more at www.onecause.com.
About Double the Donation: Automate your matching gift fundraising with the industry-leading solution from Double the Donation. The 360MatchPro platform provides nonprofits with tools to identify match-eligible donors, drive matches to completion, and gain actionable insights. 360MatchPro integrates directly into donation forms, CRMs, social fundraising software, and other nonprofit technology solutions to capture employment information and follow up appropriately with donors about matching gifts. To learn more about Double the Donation, visit https://doublethedonation.com and request a demo at https://360matchpro.com/demo-request/.
https://doublethedonation.com/wp-content/uploads/2024/10/Double-the-Donation-and-OneCause-Integration-Announcement-Feature.png5801550Adam Weingerhttps://doublethedonation.com/wp-content/uploads/2022/03/logo-dtd.svgAdam Weinger2024-10-01 16:03:392024-10-01 16:04:02Double the Donation and OneCause Enhance Integration to Streamline Matching Gift Experience
Matching gifts offer an incredible opportunity for fundraising groups to double or triple donations by tapping into the generosity of their supporters’ employers. However, many organizations fail to realize their full matching gift potential, largely due to a lack of program awareness and insufficient resources for promoting the opportunity. Fortunately, a matching gift integration can eliminate barriers to entry, increasing familiarity and making it easier for donors to get involved.
In this complete, step-by-step guide, we’ll walk you through everything you need to know about matching gift integrations—from setting up the tools to optimizing the donor experience—so your nonprofit can maximize its matching gift success.
Specifically, we’ll cover the most popular methods of matching gift integration below:
When it comes to making the most of matching gifts, equipping your team with the right tools is a must. However, integrating the tools with one another will bring your success to new heights. And we’re here to show you how!
Method #1: Implementing our search tool on your donation pages.
The first method for integrating matching gifts involves implementing matching gifts directly within your donation pages. There are generally two opportunities through which this can be done, but it’s highly essential that you incorporate both in your strategy to maximize your success:
Donation Form Search Tool
One of the easiest ways to integrate matching gifts into your fundraising strategy is by adding a matching gift search widget directly to your giving forms. This donor-facing tool allows supporters to quickly search for their employer’s matching gift program while completing their donation.
By placing this feature directly within your donation forms, you streamline the process for donors, making it easier for them to take advantage of their employer’s matching gift programs while actively giving to your cause. This helps increase the likelihood of receiving matching gifts by targeting the opportunities as donors are at the height of their engagement.
Confirmation Page Widget
Once a donor submits their gift, they’re generally re-routed to a confirmation screen. For the best results, we recommend placing Double the Donation’s matching gift tool on this page to target donors while at the height of their engagement with your cause.
After a donor completes their gift, the widget provides company-specific program guidelines and forms (if an employer was selected during the previous step) or offers an additional opportunity to search for a company (if one was not previously selected). In other words, this post-donation touchpoint reinforces the opportunity to double their contribution, even if they didn’t explore matching gift options during the donation process itself.
Then, for qualifying donors, the confirmation screen widget also offers an opportunity to complete the auto-submission process. When a company enables this option—through a partnership between its CSR platform and Double the Donation’s 360MatchPro)—its employees can submit their matches in a single click. (Hint: to uncover companies with auto-submission enabled, look for CLMA-designated employers in the database search tool!)
Method #2: Integrating Double the Donation with your CRM or donor management system.
The next kind of tool you can integrate with matching gifts is your CRM or donor management system. Whereas a donation page integration involves the addition of a donor-facing widget in your giving forms, a CRM-based matching gift integration takes more of a behind-the-scenes approach. This provides more complete coverage of your donor base, enabling your team to identify matching gift eligibility and pursue those gifts for all donors.
After a donor makes a gift (regardless of whether it’s completed on- or offline, as part of an event, etc.), a record is created in your donor database. That record is then passed into 360MatchPro using a seamless and highly secure connection, and 360MatchPro triggers a series of follow-up communications designed to drive eligible matches to completion.
These communications segment donors by their likely eligibility for matching gifts, with dedicated streams for eligible, likely ineligible, and unknown recipients, ensuring each supporter receives the most relevant information possible.
Method #3: Embedding our database widget on your Matching Gifts Page.
Our final strategy involves creating a dedicated Matching Gifts page on your nonprofit’s website—then, adding a matching gift database widget to the online hub. This allows visitors to easily uncover information regarding matching gifts, including how the programs work, how to identify eligibility criteria, how to submit the appropriate forms, and more.
By having a centralized location that educates donors about matching gifts, you can drive awareness, ultimately leading to more matching gift submissions. Plus, it gives your team a place to send supporters who might have missed the opportunity during their initial donation process. When donors access your Match Page from an automated email, for example, you can identify their eligibility and track their employment data in the backend of the platform.
Bonus: Matching Gift Integration FAQ
Matching gift integration can be a game-changer for nonprofits looking to maximize their fundraising efforts. However, understanding the process and making it work seamlessly can raise a lot of questions.
Whether you’re new to matching gifts or looking to optimize your current setup, this Q-and-A section covers the most common inquiries nonprofits and schools have about integrating matching gift tools in their fundraising.
Can I receive matching gifts without a matching gift integration?
The short answer is yes, though there’s likely to be a significant disparity in terms of matching gifts you qualify for versus matching gifts you actually receive. While your organization may still receive matching gifts without a formal matching gift integration, the process is significantly more cumbersome for donors and nonprofits alike.
Without an integration, it often requires supporters to independently research whether their employer offers a matching gift program, navigate submission portals, and complete the necessary paperwork. In contrast, integrating matching gift tools streamlines the process by automatically identifying eligible donations and guiding donors through the submission process. This helps reduce friction in the process, which leads to missed opportunities, and ultimately increases the likelihood of securing matching funds. As a result, organizations that implement matching gift automation can expect to see revenue growth of between 20% and 50%!
Can my team implement multiple matching gift integration methods?
Yes, your team can implement multiple matching gift integration methods. In fact, it’s actually encouraged to ensure the fullest coverage of all matching gift donors in your network.
By integrating matching gift tools into both your main donation form and your CRM (along with any peer-to-peer software you have!), you create a comprehensive system that captures eligible matches at various stages of the donor journey.
A donation form integration allows donors to instantly see if their employer offers matching gifts during the giving process, while a CRM integration helps your team track and follow up with donors who may have given offline and, therefore, may not have been identified as such otherwise. Combining these methods ensures you maximize matching gift opportunities and reduce the likelihood of available matches slipping through the cracks.
We also offer duplicate record detection functionality, which ensures your team is not repeating any efforts!
How complicated is the matching gift integration process?
The process of setting up your matching gift integration can seem a bit intimidating at first. Fortunately for you, Double the Donation and its extensive network of integration partners have already taken care of the hard part—so getting started is actually quick and simple.
With the technology work completed, it’s never been easier to connect a matching gift tool using ready-built integrations. This eliminates the need for complex coding or technical expertise, making our tools accessible to teams of all sizes and abilities.
Once set up, the integration works seamlessly in the background, making it easy for donors to submit matching gift requests while ensuring your nonprofit can track and manage those gifts without lifting a finger.
Which fundraising platforms support matching gift integration?
Double the Donation integrates with over 100 leading fundraising platforms, including the majority of popular donation form providers, CRMs, peer-to-peer fundraising tools, and more.
This wide range of integrations allows nonprofits to easily connect matching gift tools to their existing systems, streamlining the process for both donors and staff. To learn about specific integration options or see if your platform is supported, we encourage you to visit our integrations page to search the partner directory for more detailed information.
What if Double the Donation doesn’t integrate with my fundraising tools?
If Double the Donation doesn’t currently integrate with your fundraising tools, don’t worry! Our team is constantly building out additional integrations with new fundraising platforms, CRMs, and more.
You can also contact our team to advocate for a new integration, as we’re always eager to expand our network of partnerships. Our goal is to ensure organizations like yours have access to the best tools for maximizing matching gift opportunities!
[For Fundraising Platforms] How can my platform build a matching gift integration?
If you’re a fundraising software provider looking to build a matching gift integration, we encourage you to contact the Double the Donation team to get started.
Our team is experienced in developing seamless integrations and will guide you through the process of connecting your platform to our matching gift solution. By partnering with Double the Donation, you can offer your users enhanced functionality that makes it easier for nonprofits to maximize their matching gift revenue.
Sample Matching Gift Integration: See it in Action
Now that you understand the basics of integrating matching gifts into your overall fundraising strategy, we wanted to walk you through an example of an organization doing this well.
Check out the following matching gift flow from the Leukemia & Lymphoma Society:
Step #1: Matching gifts on the organization’s peer-to-peer donation form
Donors are encouraged to provide their employment information using an intuitive, seamlessly embedded matching gift search tool within the donation form. All they need to do is begin typing the name of their company and select the appropriate listing from the drop-down menu!
Step #2: Matching gifts on the organization’s confirmation screen
Immediately after giving, donors are thanked for their support and encouraged to make their contributions go further with a match. If employment information is provided on the form, donors are presented with company-specific program insights and direct form links to complete their requests in real time.
Step #3: Matching gifts in a follow-up email
Within minutes of submitting their gifts, donors receive a personalized matching gift reminder via email as well, complete with company program guidelines and request forms to get started.
Step #4: Matching gifts on a dedicated web page
Throughout their matching gift communications, donors are continuously encouraged to learn more about the matching gift opportunity with a direct link to the organization’s Match Page. This online hub contains a step-by-step walkthrough of matching gifts along with a powerful company search tool to make uncovering matching gift programs as easy as possible.
As you can see, LLS uses every opportunity to engage its audience with matching gifts—from the initial contribution to a number of follow-up reminders. And it’s all thanks to its seamless matching gift integration setup, connecting its matching gift tool (Double the Donation) with its donation forms, peer-to-peer software, and more.
Getting Started — Next Steps for Matching Gift Integration
Integrating matching gift tools into your fundraising and donor management processes unlocks the potential to significantly boost your nonprofit’s revenue. With a seamless setup and strategic donor education, your organization can make the most of this often-overlooked revenue stream.
Take action now to leverage the full power of matching gifts. Then, watch your fundraising efforts soar while engaging both donors and their employers in meaningful ways.
Ready to learn more about matching gifts and other workplace giving opportunities? Check out the following recommended resources:
Uncover Your Expected ROI with 360MatchPro. Find out how much revenue your organization can collect through matching gifts by investing in Double the Donation’s 360MatchPro platform.
One of the largest global giving pushes in the world, Giving Tuesday, will be here this year before we know it. So now is the time to prepare for Giving Tuesday matching gifts success.
Falling each year on the first Tuesday immediately after Thanksgiving, this worldwide day of generosity can have a tremendous impact on nonprofit fundraisers. Last year boasted a record-breaking giving day, with 37 million participating adults contributing over $3.1 billion in the U.S. alone. And corporate matching gifts empower nonprofits to double their fundraising success.
However, many organizations did not realize their fullest potential when it came to matching gifts. After all, more than $4 to $7 billion in available match funds goes unclaimed on an annual basis. This is largely due to a lack of awareness by eligible donors who do not ultimately request the associated match funding from their employers. Taking steps to secure this revenue for your organization as you head into the end-of-year giving season can go a long way.
In this guide, we’ll walk you through the unmatched value of corporate gift-matching—and expert practices your team can implement to make each donation count more.
Understanding Your Giving Tuesday Matching Gift Potential
Matching gifts can dramatically improve fundraising outcomes. On Giving Tuesday, organizations expect to see elevated donor engagement, surges in incoming funds, and more. And, Giving Tuesday campaigns leveraging donation-matchingtypically raise 3-5x more than those that do not.
But why is this—and how does it impact your fundraising group?
Matching gifts are one of the most widely utilized types of corporate philanthropy by companies of all shapes, sizes, and sectors. When donors give to their favorite nonprofits, their employers pledge to match those gifts with their own funds. It’s essentially the “Buy One, Get One Free” sale of fundraising.
Not only do matching gifts provide an accessible form of corporate giving revenue, but they tend to drive individual involvement in fundraising as well. In fact, our research indicates that 84% of surveyed donors are more likely to contribute to a fundraising campaign if a match is available. At the same time, 1 in 3 supporters stated that they’d increase the size of their donation if they knew it would be matched.
This results in fundraising appeals that incorporate matching gifts producing a 71% increase in response rate and a 51% increase in average donation amount.
Each year, Giving Tuesday sees millions of donor gifts matched by employers, generating significant additional revenue for nonprofits and schools to support their missions. This year, we’re aiming to surpass those numbers—and the Double the Donation team is here to help you achieve that goal.
Dive deeper with our FREE downloadable resource:
14 Tips to Incorporate Matching Gifts in Your Giving Tuesday Plan
We have a lot of experience working with fundraising organizations to optimize their matching gift strategies. Thus, we know the most effective methods for driving matching gift success this Giving Tuesday and beyond.
Check out these tried-and-true practices as your team begins crafting its giving day fundraising plan. Then, determine how you can implement these tips in your own strategy.
1. Introduce matching gifts in internal Giving Tuesday preparations.
More than likely, your organization plans to host some sort of dedicated Giving Tuesday training leading up to the big day. This may involve establishing a fundraising timeline, crafting donor-facing messaging, and setting specific goals to ensure your whole team is on the same page.
One of the first things you can do to set your nonprofit up for Giving Tuesday success is to incorporate matching gifts throughout these preparations.
Getting your fundraising staff on board with the opportunity allows you to empower them as some of your greatest matching gift advocates.
The basics of corporate matching gift programs (i.e., what they are, common stipulations, etc.)
The impact that corporate gift-matching can have on your fundraising efforts (donation response rates and gift sizes, corporate partnerships, supporter engagement)
An overview of the matching gift cycle (from identification to submission and funding disbursement) and how to assist donors through the process
How team members can make the most of any matching gift technology in your fundraising software toolkit
Consider utilizing a number of communication channels to engage your internal audience (such as fundraising staff, marketers, board members, key volunteers, and more). This may include in-person or virtual presentations, emails, and other resources to spread awareness.
Ultimately, it’s critical that you get your team excited to make the most of matching gifts come Giving Tuesday and beyond.
2. Establish a matching gift fundraising goal beforehand.
Just like you probably have (or will have) a goal that represents your supporters’ total giving on Giving Tuesday, it’s a good idea to establish a separate goal exclusive to matching gifts for the campaign. Regardless of whether you opt to measure total revenue through corporate gifts or the number of donations successfully matched, tracking goals is the key to determining success and inspiring engagement.
To set a lofty yet realistic matching gift fundraising goal this Giving Tuesday, you’ll first want to analyze your past fundraising and matching gift performance. For example, let’s say your team collected $1,000 worth of matching gifts associated with Giving Tuesday donations last year—with little to no promotional activity around corporate matching. This year, you can expect to see a significant increase by taking a proactive approach to informing donors, encouraging participation, and even automating the matching gift experience.
From there, be sure to communicate this goal (and your progress toward it) leading up to, during, and after your Giving Tuesday campaign. Aiming for a specific target will allow you to establish a sense of urgency and motivate eligible supporters to take their next steps. Try using a fundraising thermometer on your campaign page, social media, or donor messaging to illustrate your movement toward the matching gift goal in a visual way.
Note: As you set your goal, however, keep in mind that the disbursement of matching gift funds is often delayed. That said, tracking your matching gift participation by the total number or value of matches identified—or the number of matching gifts requested—can be an excellent substitute. This is especially beneficial for a time-bound campaign during the giving season!
3. Consider engaging taglines, graphics, and blurbs.
Many nonprofits devote significant time, energy, and creativity to planning and executing their Giving Tuesday fundraising efforts. And often, the campaigns with the most unique and engaging elements are the ones that stand out and see the greatest level of success.
The Giving Tuesday organizers even encourage nonprofits to customize the official campaign logo to best connect with their own audiences for this reason.
So, what does that mean for your matching gift efforts on this day?
We, like the Giving Tuesday team, encourage you to get creative with your promotions. That might mean coming up with inventive taglines, crafting novel hashtags, designing eye-catching graphics, or writing witty blurbs. While the goal is to drive participation in your matching gift campaign, the path to get there involves unique content and actionable messaging.
Here are a few examples to consider. Feel free to adjust these ideas to reflect your organization’s mission, voice, and style!
Double the #GivingTuesday Love
Promote corporate matching gifts as a way to amplify the impact of donations on Giving Tuesday. This type of effort pairs well with match-related imagery to symbolize the doubling of donations. For instance—pairs of animals, twins posing in identical outfits, matching (or mismatched) socks, and more. If it’s something relevant to your mission, that’s even better.
By emphasizing that donors’ contributions may be matched, you can reiterate the way that each gift can multiply in value for your cause.
After #GivingTuesday comes #MatchingWednesday
Another idea involves engaging your donors in matching gifts the day after Giving Tuesday. By introducing a #MatchingWednesday follow-up campaign, you can retain your organization at the forefront of supporters’ minds for longer. Plus, allow them to stretch their gifts without re-opening their wallets.
Not to mention, much of the Giving Tuesday buzz will have settled down. This means you’ll have less competition for your audience’s attention and likely a more prominent spot in their inboxes. However, it still allows you to capitalize on the momentum of Giving Tuesday to drive continued giving and impact.
4. Get inspired by other nonprofits’ matching gift efforts.
Sometimes the best way to inspire your own organization’s fundraising initiatives is to take a look at other nonprofits that have seen great success in their efforts. When it comes to matching gifts on Giving Tuesday, exploring organizations that have done so effectively in previous years can help inform your team’s strategy.
We’ve located a few standout examples of Giving Tuesday matching gifts campaigns that engaged their audiences, informed supporters of matching gift opportunities, and ultimately drove more matches to completion.
First, these matching gift banners were incorporated into one of the largest healthcare and research organizations’ Giving Tuesday pages:
This organization repeatedly highlights the matching gift opportunity throughout its campaign landing page. It also uses a customized Giving Tuesday logo to attract the audience’s attention and enlists donor-centric language to call the supporter to immediate action.
Not to mention, this nonprofit also equips its supporters with a matching gift automation platform. This makes it quicker and easier than ever before for donors to double their impact with a match from their employer!
Here’s another example from an animal welfare and service dog training organization promoting matching gifts in its Giving Tuesday campaign:
This visually focused campaign utilizes the “cuteness factor” to catch supporters’ eyes and elicit an emotional response to the fundraising appeal. With matching dog photos to represent the matching donation opportunity, the organization aims to drive donations and matches with a mission-relevant custom graphic.
And again, this organization leverages matching gift software to simplify the employee matching gift experience for its donors! The simpler it is for supporters to complete the match request process, the more revenue a team can expect from the funding source.
Next, a Utah-based food bank incorporates a matching gift appeal on its Giving Tuesday page, as seen below:
This effort focuses heavily on the organization’s impact. Not only does the campaign graphic quite literally put a face to the fundraising need, but it also shares a relevant statistic that emphasizes the importance of donor giving for the nonprofit’s audience. And it allows the supporter to see how their potential gift can make twice the difference!
Plus, with a matching gift software in this food bank’s Giving Tuesday tech stack, supporters can receive information about and participate in their employers’ matching gift programs with just a few easy (and guided) steps.
Finally, check out this example from an environmental nonprofit based in Los Angeles, California:
This Giving Tuesday matching gifts promotion incorporates a dedicated blog post on the organization’s website. The content shares several easy ways that supporters can strengthen their donations when participating in the giving day campaign and is designed to aid the fundraiser in maximizing individual support.
The ways highlighted include making a recurring donation, contributing gifts of stock, amplifying the organization’s efforts with word-of-mouth marketing, and, of course, participating in employee matching gifts.
5. Read up on companies with Giving Tuesday matching programs.
More than 24,000 companies have known matching gift programs worldwide. Some of the most notable examples include General Electric, Microsoft, Google, Walt Disney Company, Coca-Cola, and Home Depot. As these are generally organized as a year-long initiative, employees who work for these companies will likely qualify to have their Giving Tuesday donations matched.
However, it’s also worth noting that some businesses opt to go above and beyond with their matching gift programs—specifically for Giving Tuesday! Familiarizing your staff with top matching gift programs beforehand will allow you to prepare to best share the information with donors who work for these companies. Not to mention, promoting Giving Tuesday-specific matches is a great way to incentivize giving and matching by eligible employees.
For instance, the companies below have increased their matching gift ratios to multiply employee gifts made on Giving Tuesday at a greater rate.
Typically matching donations at a 1:1 rate (i.e., a $50 gift produces a $50 match), Estée Lauder offers its employees a “double-matching gifts” program on Giving Tuesday. When a qualifying staff member makes a donation on Giving Tuesday, the company ultimately triples the gift for the organization.
Fiserv generally matches employee gifts at a standard 1:1 match rate. However, gifts made on Giving Tuesday were multiplied at a higher level—offering a limited-time 2:1 matching gift ratio.
Caterpillar Inc., matching gifts through the Caterpillar Foundation, incentivizes participation in Giving Tuesday by its employees by offering a greater 2:1 match. This limited-time motivator is typically hosted for the two weeks leading up to Giving Tuesday while the company establishes an annual match limit of $1.5 million.
BlackRock encourages employee giving on giving days by offering a 2:1 match ratio for gifts made during the span of Giving Tuesday. For most other donations throughout the year, however, the company matches at a standard 1:1 rate.
Though this company typically matches gifts at a dollar-for-dollar rate, team member gifts contributed on Giving Tuesday were matched at a 3:1 ratio. That means if an employee gives $100, Elevance Health matches with $300—essentially quadrupling the value of the initial gift.
6. Propose Giving Tuesday custom match programs with corporate partners.
Unfortunately, some companies still don’t have widely accessible matching gift programs—but that doesn’t mean you should give up on match opportunities for those donors. It just means you need to adjust your strategy! And one tactic that we recommend goes particularly well with Giving Days, end-of-year fundraising, and other time-based initiatives: custom (or one-off) matching gift programs.
Here’s how it works: As you prepare for Giving Tuesday, locate a company that employs a decent segment of your donor base but doesn’t currently match team members’ donations. Reach out to that company’s leadership (or encourage your donors to reach out themselves to forge a connection) and propose a dedicated matching gift partnership for Giving Tuesday.
Once agreed upon, your team will add the custom program to your matching gift search tool. (Hint: Nonprofits using Double the Donation’s platform can add one-off initiatives to their database using the unique program management feature.) This way, it will populate in qualifying donors’ employer queries when the campaign is live.
In this type of program, the company would commit only to matching gifts to your organization, likely within a set campaign window on or around this year’s annual Giving Day. And it’s a great way for unfamiliar employers to become acquainted with employee donation-matching, too!
*As a note, this feature is designed specifically for fundraisers looking to manage custom matching gift initiatives—360MatchPro does not work directly with corporations. If you’re a company interested in creating a matching gift program, contact us, and we’ll share information about our corporate vendor partners.
7. Share about Giving Tuesday and matching gifts on social media.
Your organization’s social media profiles are likely some of your greatest marketing and communications assets—especially regarding your fundraising efforts. As Giving Tuesday is a largely digital campaign, leveraging your online presence is a must. And promoting matching gift opportunities through these channels can be particularly impactful.
Prior to the big day, teaser posts can create anticipation by highlighting not only the upcoming Giving Tuesday campaign but also the opportunity to amplify donation impact with employee matching gifts.
Check out the sample post below—and be sure to link to your matching gifts page in the caption to provide additional information.
At the start of Giving Tuesday, consider posting something like this (hint: it can also be added to your giving day campaign page!). Again, be sure it sends viewers to your match page or donation form, empowering supporters to learn more and get involved.
Then, throughout the day, real-time updates (such as progress toward your general fundraising and matching gift goals) can showcase engagement and inspire giving through social proof.
Soon after Giving Tuesday concludes, share something like this to acknowledge and appreciate donor giving and encourage them to take the next steps:
Remember: consistent messaging across these phases enhances engagement, prompts urgency, and extends your campaign’s influence. Not to mention, you also provide digital content that is easily shareable for donors who want to increase their impact even further by spreading the word about the opportunity to their own networks!
8. Don’t forget about volunteer grants.
Giving Tuesday isn’t just about giving financially, either. Many nonprofit supporters worldwide choose to engage with this global day of giving by donating their time and skills. Thus, make sure your team isn’t overlooking another type of workplace giving program: volunteer grants!
Unfortunately, like traditional matching gifts, many eligible employees remain completely unaware of the opportunity available to them. By informing the volunteers who support your nonprofit’s efforts about the chance to amplify their impact with volunteer grants, your team can further enhance engagement on—and long after—Giving Tuesday.
Encourage existing volunteers to research their employers’ giving programs to determine eligibility. (Hint: If you have access to a matching gift database, see if it contains volunteer grant information, too. Double the Donation’s does!) Then, ask that your volunteers apply for these grants to support your organization.
9. Highlight matching gifts on your campaign landing page and giving form.
You likely expect a lot of web traffic heading to your Giving Tuesday campaign landing page. Don’t let this resource go to waste! Instead, incorporate information about corporate matching gift programs to ensure each visitor is exposed to the opportunity.
Not only will this increase the likelihood that qualifying donors ultimately complete their matches, but it can also inspire more supporters to give in the first place.
From there, donors will click to access your donation form and provide the information required to process the gift. In addition to the basics—such as their name, intended donation amount, and payment details—we also recommend collecting employment information.
When supporters provide the name of the company they work for, it will be easier to uncover eligible gifts and follow up with targeted instructions for completing the match.
Hint: If your team has purchased a matching gift database software, it’s a good idea to embed your search tool on both the Giving Tuesday landing page and your online giving form. This widget can collect company data in the donation process and provide program guidelines and links to submission forms from your confirmation page—making it as easy as possible for your donors!
10. Craft an inspiring matching gift ask.
Your matching gift appeal is one of the most essential components of your Giving Tuesday matching gifts plan. Crafting an ask that incites your intended action—donors completing corporate matching gifts on your behalf—requires a strategic blend of urgency, emotion, and information. As you begin workshopping your match appeal, consider borrowing tips and tricks from your broader donation requests.
For example, the official Giving Tuesday toolkit provides a framework for establishing impactful fundraising asks. This includes a…
Belief statement — a declaration of the organization’s core values and convictions (ex: “We believe that no student should have to choose between food and learning.”)
You statement — an explanation of the donor’s role in the campaign and how their support can help (ex: “You can help us stock the pantry so that no student goes hungry.”)
Opportunity statement — a call to action inspiring donors to get involved (ex: “Are you with us?”)
Working off these three elements, here’s a sample matching gift appeal the same institution might use to promote corporate-matching opportunities on Giving Tuesday:
Belief statement — “Matching gifts have the potential to multiply our school’s fundraising impact, ultimately providing much-needed support for students in our community.”
You statement — “By completing a brief online submission form for your employer, you can double the value of your initial donation to our food pantry fundraiser, allowing more students to benefit from essential food and resources.”
Opportunity statement — “Will you click here to complete your matching gift request?”
As always, just remember to adjust this sample messaging to reflect your organization’s own mission, vision, and fundraising need.
11. Build out your fundraising and matching gift tech stack.
Powering your Giving Tuesday campaign with the right software is essential for optimal fundraising results.
The Giving Tuesday team recommends testing your technology by walking through the entire giving process from the donor’s perspective. This allows you to gauge the user experience, identify any roadblocks, and ensure seamless giving come Giving Tuesday. We suggest going a step further and also testing out your matching gift experience!
As you make your test donation, ask yourself the following questions:
Does the giving page request my employment information?
Does the confirmation page encourage me to pursue a corporate matching gift, if applicable?
If I provided my employment information, does the confirmation page populate with company-specific program details?
If I provided my employment information, am I provided with a link to my company’s online match request form?
Do I receive a follow-up email that contains detailed information on the matching gift process and urges me to complete my match?
If you notice areas with room for improvement in your strategy—or identify significant gaps in your tech stack—begin tackling any issues that arise immediately. You want to be sure you provide your supporters with the best experience possible, and an integrated fundraising platform and matching gift tool can do a lot!
12. Send post-transaction matching gift outreach.
After donors contribute to your Giving Tuesday campaign, be sure they’re informed (or reminded) about matching gift opportunities to keep them engaged. Sending post-transaction match-related outreach is a great way to utilize your already high levels of donor engagement.
It’s important to provide clear instructions on how supporters can initiate the matching process with their employers. And for the best results, timing matters! Double the Donation studies indicate that matching gift emails sent within 24 hours of a donation being made see a 53% open rate. That’s 2-3x the average nonprofit email open rate.
Plus, with a matching gift software, you can automate tailored messaging so that your fundraising team doesn’t have to lift a finger.
Free resource: Check out our sample matching gift letters to get a head start on your organization’s matching gift communications. Customize our free templates to best engage your audience!
13. Enlist supporters to advocate for matching gifts on your behalf.
Another key component of Giving Tuesday participation is advocacy. Thus, using this chance to empower your nonprofit supporters to advocate for matching gifts on behalf of your organization and its mission should be a no-brainer.
For example, not all of your donors will work for employers that have existing matching gift programs. But if an employee were to ask the company to reconsider its workplace giving offerings by matching gifts, it could make a big difference. Thus, enlisting supporters as advocates for matching gifts on (or leading up to) Giving Tuesday can help your team amplify its long-term impact and engagement—even if it doesn’t result immediately in a match.
Consider sharing a customizable email template, like this one, with your supporters:
Subject line: Request for a corporate matching gift program at [company name]
Hi [company leader],
I am writing to request the addition of a corporate matching gift program at [company name].
Thousands of companies offer employee matching gift programs as a way to support their staff and give back to their communities.
These programs also tend to benefit companies in terms of employee engagement and retention, opportunities to attract competitive candidates, improved brand image, increased sales, and more.
Thank you for your consideration,
[Your name]
[Job position]
Not to mention, donors can also advocate for matching gifts to their friends, families, colleagues, and more. We previously mentioned that tons of match-eligible individuals remain unaware of the opportunity, and your supporters can help bridge the knowledge gap by spreading the word!
14. Thank donors for all their involvement in your Giving Tuesday efforts.
At the conclusion of Giving Tuesday, it’s time to shift your efforts from an ongoing campaign to post-fundraising stewardship and retention. And for matching gift donors, doing so is more important than ever!
Thanking supporters for their involvement in your campaign is vital for building and strengthening lasting relationships. In the days following Giving Tuesday, automate personalized thank-you emails, make phone calls, or send handwritten letters that express gratitude for donors’ support.
Then, as matching gifts are completed, don’t forget to send match-related acknowledgments, as well! We recommend thanking donors at two key points: once they confirm that they’ve submitted their match request and after your organization receives their employer’s match.
Plus, if you had supporters get involved through volunteerism, advocacy, or other employee giving programs, be sure to thank them for their engagement, too.
Next Steps
With Giving Tuesday quickly approaching, there’s no better time to revamp your organization’s matching gift efforts. You certainly don’t want to overlook this key source of revenue or the individual and corporate engagement opportunities it brings. To optimize your strategy, it’s important to take a proactive approach to matching gifts.
But remember: equipping your fundraising team with the right tools to do so is a must. Automation allows you to make the most of matching gifts without investing much of your (perhaps already stretched-thin) time and resources.
And it’s not just helpful on the big day, either. A matching gift platform can enhance matching gifts throughout the rest of your giving season, into the new year, and beyond.
Start prepping for Giving Tuesday! Get your matching gifts strategy ready by exploring these additional guides:
End-of-Year Fundraising and Matching Gifts: It’s Not Too Late! Get ahead this holiday season by effectively integrating matching gifts into your year-end fundraising strategy. Don’t miss out on the chance to double your impact and engage donors during this crucial giving time.
Smart Resources for Essential Matching Gift Education] Learn the ins and outs of matching gift programs with our recommended learning resources. Begin training your team prior to Giving Tuesday with these blog posts, downloadable resources, webinars, and more.
Marketing Matching Gifts | A Guide for Avid Fundraisers. Elevate your fundraising game with these expert tips and recommended channels for marketing matching gifts to your audience. Discover innovative strategies to engage donors and ultimately boost your nonprofit’s impact.
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