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Driving Donor Retention With Matching Gifts [A Guide]
In recent years, donor retention rates have been hovering slightly above 40%. This means that if you have 100 donors, roughly 60 of them are only making one-time donations, while around 40 are coming back to give again. If the focus on donor retention isn’t strong and comprehensive, a nonprofit organization will need to concentrate on the acquisition of new donors instead—a notably vital but often more costly pursuit.
Luckily, there are numerous ways to boost donor retention and keep donors coming back. For example, did you know you can improve donor retention by using matching gift programs? That’s what we’ll cover here, specifically by addressing:
- Why is donor retention important?
- The power of corporate matching gifts
- The link between matching gifts and donor retention
- Strategies for increasing donor retention with matching gifts
We’ll dive deeper into each topic and provide you with actionable tips to help you retain donors for your cause. Let’s begin!
Why Is Donor Retention Important?
When a donor continues to give to your nonprofit, the most obvious benefit is the regular extra revenue. However, keeping donors coming back has additional rewards, too.
- First, your organization has the opportunity to develop meaningful relationships with donors. Think about it this way: you can’t cultivate a friendship with someone if you’ve only met them once. The same principle applies to building donor relationships. A donor that continues to give to your cause is much more likely to volunteer at your next event, serve on your board of directors, and advocate for your cause.
- Meanwhile, a donor that has a strong connection to your cause is also more likely to share their passion for your mission with others, which could lead to even more donors. For instance, you might launch a peer-to-peer campaign where your supporters raise money on your behalf. When donors share their personal experiences with their friends and family, it can be a great tool to acquire new donors.
- Finally, retaining donors means you can gain helpful feedback through these meaningful relationships. A donor that’s truly invested in your cause can provide suggestions and advice on how you can improve your stewardship, outreach, and much more.
By implementing their suggestions, you’ll not only gain their trust but also show other potential supporters that you will listen to their concerns.
The Power of Corporate Matching Gifts
Corporate matching gifts are one of the most effective yet underutilized tools in nonprofit fundraising. These programs allow companies to match their employees’ charitable contributions, effectively doubling (or sometimes tripling) the impact of each donation. For nonprofits, this means more funds to support their mission, while donors see their generosity go even further—all at no additional cost to them.
While it can vary from company to company, most matching gift programs follow a simple process:
- Employee Makes a Donation – A donor gives to their favorite nonprofit.
- Employer Matches the Gift – The donor submits a matching gift request to their employer.
- Nonprofit Receives Additional Funds – Once approved, the company sends a matching donation to the nonprofit.
While the process may seem straightforward, studies show that billions of dollars in matching gift funds go unclaimed each year simply because donors aren’t aware of these programs—or don’t know how to take advantage of them. That’s why it’s crucial for nonprofits to educate their supporters and streamline the matching gift process.
The Link Between Matching Gifts and Donor Retention
While there is a surplus of helpful donor retention advice out there, it is worthwhile to note the mutually beneficial union that results from combining matching gifts and donor retention.
Specifically, matching gifts can help drive donor retention by…
1. Showing that your nonprofit is a good steward of donors’ funds.
One of the key reasons donors continue supporting a nonprofit is trust—trust that their contributions are being used effectively to make a real impact. When a nonprofit actively promotes and facilitates matching gifts, it signals to donors that the organization is committed to maximizing every dollar received. This demonstration of financial stewardship plays a critical role in building long-term donor relationships and driving retention.
2. Keeping your organization at the front of donors’ minds.
One of the biggest challenges nonprofits face in donor retention is staying top-of-mind after the initial donation. After all, many donors give once and then disengage. However, matching gifts provide a natural way to extend donor engagement beyond the moment of giving, keeping your nonprofit in their thoughts for a longer period and increasing the likelihood of future support.
Not to mention, sending communications about matching gifts to dedicated donors, whether through email, snail mail, or social media, will help them stay involved with your organization without feeling pressured to donate more of their own money. If you only talk to your donors when you want their donations, they’re less likely to continue supporting your cause.
3. Encouraging larger future donations.
One of the most compelling ways matching gifts drive donor retention is by encouraging larger future donations. After all, research indicates that when donors are aware of a matching gift opportunity, they are more likely to give—and to give in greater amounts. This increased generosity not only boosts immediate fundraising efforts but also fosters long-term donor commitment, leading to higher retention rates overall.
In fact, when nonprofits mentioned matching gifts when asking for donations, response rates jumped 71%, and average donation amounts increased by over 50%.
Letting donors know that they can make a greater impact with their donations generates a higher response to future appeals and results in larger contributions than ever before.
Strategies for Increasing Donor Retention With Matching Gifts
Now that we’ve established a connection between matching gifts and donor retention, it’s time to cover the ways in which your team can use the former to increase the latter.
Explore these proven strategies we’ve developed from working with thousands of organizations to maximize matching gifts.
1. Send a match appeal immediately after a donor gives.
One of the most effective ways nonprofits can drive donor retention through matching gifts is by sending a match appeal immediately after a donor gives. This timely follow-up not only increases the likelihood that donors will submit a matching gift request but also reinforces their connection to your organization—encouraging long-term engagement.
If you don’t know who your donor’s employer is, supply them with general information about matching gifts after they’ve donated, either in an acknowledgement or thank you email or in a separate follow-up entirely.
If you’ve done your homework and know where your donor works (and, more importantly, if their employer offers a matching gift program), provide them with company-specific information (such as program guidelines and links to matching gift forms) to help them get started.
Here’s how one organization does so:
2. Notify donors when their company’s matching gift is received.
A crucial yet often overlooked step in the matching gift process is informing donors when their company’s matching contribution comes through. This follow-up communication not only acknowledges the donor’s role in securing additional funding (and provides you with another chance to thank them) but also reinforces their connection to your organization—boosting donor retention.
Depending on how fast the donor’s company processes the gift-matching paperwork and sends the money to your organization, it could be weeks or months until the donor’s matching gift comes in. They might have forgotten about it by that point. Letting them know that their matching gift was received is another excellent way to reestablish contact with a donor, potentially encouraging them to donate (and get their gifts matched) in the future.
Take a look at the thank-you card one institution sent its matching gift donors:
3. Use social proof to demonstrate matching gift success.
One of the most powerful ways to drive donor retention through matching gifts involves showcasing real-world examples of their impact using social proof. When donors see that others are successfully doubling their contributions—and making a greater difference—they feel more confident and motivated to continue supporting your cause.
Here’s how social proof drives matching gifts and donor retention alike.
- Creates a Sense of Community – People are more likely to stay engaged when they see that others like them are taking action. Highlighting matching gift success stories fosters a sense of shared purpose and encourages donors to feel like part of a larger movement.
- Reinforces the Effectiveness of Giving – When donors see tangible evidence that matching gifts are successfully doubling impact, they gain reassurance that their contributions are making a meaningful difference. This confirmation increases the likelihood of future giving.
- Builds Trust and Credibility – Transparency is key to donor retention. Showcasing real results—such as total funds raised through matching gifts or testimonials from donors who’ve had their gifts matched—demonstrates that your nonprofit is effectively leveraging these opportunities.
In order to do so, consider sharing matching gift donor testimonials, highlighting matching gift impact stories on your cause, and showcasing KPIs and other impactful metrics. By incorporating social proof into your donor communications, you create an environment where donors feel inspired, validated, and eager to continue supporting your nonprofit. The more they see others engaging in matching gifts, the more likely they are to remain committed—helping to drive long-term donor retention and fundraising success.
Check out this organization’s usage of social proof in its annual report:
Wrapping Up & Additional Resources
Unfortunately, making sure that donors stick around can be tricky. However, donor retention is essential for the long-term sustainability of any nonprofit, and corporate matching gifts provide a powerful strategy to keep donors engaged and committed in the long run. By leveraging matching gifts, organizations can amplify donor contributions, reinforce financial stewardship, and create ongoing opportunities for meaningful engagement.
Now is the time to integrate matching gifts into your donor retention strategy. With the right approach—and the right tools to power it—you’ll not only increase donations but also turn one-time contributors into lifelong advocates for your mission.
For even more helpful fundraising and matching gift tips, keep reading these additional recommended resources:
- The Ultimate Guide to Marketing Matching Gifts. If you want more ways your organization can promote matching gifts, we have a whole host of ideas and examples to get you started in this free downloadable guide.
- Top Matching Gift Companies: Leaders in Corporate Giving. Matching gifts can be difficult if you’re not familiar with top corporate philanthropy programs. Check out 20 of the best matching gift companies here!
- What You Need to Know About Retaining Matching Gift Donors. Once you’ve secured a matching gift from a donor, how can you keep them engaged in the programs again and again? Find out in this post.
Interested in learning more about boosting donor retention? Check out this immersive webinar on the topic!
Top Strategies for Marketing Matching Gifts On Your Website
Your nonprofit website is likely the number one place where donors come to learn about your mission and, ultimately, make a contribution to the cause. As a result, marketing matching gifts on your website is a great way to promote the opportunity while encouraging donors to give more and make a matching gift request.
As donors increasingly opt for online giving, an organization’s website presents numerous opportunities to educate supporters about matching gifts and guide them further down the donation-matching funnel. Because a nonprofit’s website is such a multifaceted tool, there are numerous ways to effectively market matching gifts within the online resource. In this guide, we’ll dive into a few of the most common and impactful methods for doing so:
- Matching Gift Pages
- Ways to Give Pages
- Blog Articles
- Images and Buttons
- Navigation Bars
- Website Pop-Ups
- Custom Match Pages
As with any modern organization, your website is often the first impression someone has of your nonprofit. You must make it count by sharing about matching gifts every chance you get. The more familiar donors are with gift-matching initiatives, the more likely they are ultimately to participate!
Marketing Matching Gifts On Your Website With a Matching Gift Page
One of the best ways to ensure each donor has access to a wide range of matching gift information (and knows how to locate more) is to host a dedicated corporate matching gift web page on your website. This way, donors will have easy access to a landing page where they can learn about matching gift programs and discover if their employers participate.
This page can communicate relevant facts, such as matching gift statistics or annual donation numbers, and also allow donors to search for information using an embedded company search tool. It could even be as simple as stating what matching gifts are!
Make sure to incorporate the following best practices for matching gifts on your dedicated match page:
- Begin with a brief overview of corporate matching gift programs (and where users can locate additional information on the topic).
- Explain the benefits of matching gifts programs, both for your nonprofit and for the donors themselves.
- Embed Double the Donation’s autocomplete search box in a highly visible location on the page.
- Include your organization’s contact information, including mailing address and EIN/tax ID number.
The goal of your matching gift page is to provide donors with a place to both learn about matching gifts and be spurred into action on the spot. With Double the Donation’s matching gift services, for example, you can empower donors to participate with year-round access to the forms, guidelines, and instructions they need to submit matching gift requests in minutes.
Example Content:
- “Did you know that more than 26 million people work for companies with employee matching gift programs? You might too! Learn more about your employer’s matching gift programs by entering the company’s name in the below search box.”
- “Matching gifts enable our organization to do more for the children in our community. When you request a donation match for your gift to the Children’s Play and Learning Center, you can provide much-needed resources for twice as many kids we serve. Find out more about the programs with our FAQ section, or find your company’s guidelines here.”
Take a look at how Save the Children implements top strategies to create a high-impact matching gifts page:
Marketing Matching Gifts On Your Website With a Ways to Give Page
A functional website is a necessity for every organization. Not only is it a valuable resource for sharing information about your cause and operations, but it also offers an invaluable source of real estate for promoting revenue opportunities, both matching gifts and otherwise.
For many organizations, that’s where their Ways to Give page comes in!
A “ways to give” page is an area on a nonprofit’s website where people learn about a wide range of support options for the organization. This often includes online giving, upcoming events, direct mail donations, peer-to-peer fundraising opportunities, volunteer initiatives, and, of course, workplace giving programs such as donation matches and volunteer grants.
Make sure to incorporate the following best practices for matching gifts on your “ways to give” page:
- Provide donors with direct access to the tools they need to research their own matching gift eligibility (like a matching gift company search tool).
- Direct donors to a page with more information (e.g., your dedicated matching gift page).
There are typically numerous ways for supporters to contribute to your organization, and you’ll want to advertise them all on your “ways to give” page. Then, as donors seek impactful opportunities to support your cause, remind them that having their employers match their donations is a simple way to make their gift go further.
Example Content:
- “Looking for more ways to support your favorite charities? See if your employer offers matching gifts!”
- “Did you know that thousands of companies match employee donations? Find out if your support is eligible for matching to double the impact of your gift.”
Check out Lehigh University’s Ways to Give page here to see these strategies in practice:
Marketing Matching Gifts On Your Website With Blog Articles
Organizations often use online blogs to keep supporters updated on their efforts and tell the nonprofit’s story. Why not also utilize your blog to share ways for donors to double their donations, enabling your team to keep telling that story?
Blog articles are a great way to initiate a conversation about corporate philanthropy, particularly the role that individual donors can play. Consider telling in-depth stories about the importance of matching gifts while educating people on how to submit the necessary forms.
Best practices for marketing matching gifts with your prewritten articles include:
- Posting insightful stories about matching gifts and the effects the programs can bring to your organization’s mission.
- Incorporating relevant graphics and imagery that represent matching gifts alongside blog posts to help attract attention and increase awareness.
- Sharing matching gift donor testimonials and experiences, such as these examples from the University of Colorado Boulder and USA Swimming.
Many donors are unaware of matching gift and volunteer grant programs, so it’s essential to inform your supporters about these opportunities. To evoke emotion and encourage more donors to participate, we recommend carefully demonstrating the increased impact that corporate giving can have.
Example Content:
- “Corporate Employee Matching Gift Programs: What Are They and How Do They Benefit Atlanta University?”
- Use this article topic to inform donors about matching gift basics, from what matching gifts are to how they benefit your organization to how easy it is to submit a matching gift request. Sometimes, people just need to know that such programs exist!
- “Cat Rescue Club raises $200,000 from Matching Gifts and Saves 10,000 Additional Furry Friends!”
- Use this article topic to detail how matching gifts provide additional resources that can create opportunities that would otherwise not be possible. Make the story personal and relatable so donors realize the importance of taking a mere five minutes to submit a matching gift request.
Interested in getting a head start on your blog content? Double the Donation offers free, prewritten articles that your team can customize to suit your needs.
Marketing Matching Gifts On Your Website With Images and Buttons
Images and buttons are each highly effective ways to draw attention to matching gifts within your organization’s website. Well-crafted visuals are significantly more eye-catching than plain text links (which are often overlooked). They can be an excellent resource for driving website visitors to take an intended call to action.
Make sure to incorporate the following best practices for matching gifts using images and buttons:
- Brand your images and buttons with your organization’s colors and font choices, ensuring consistency with your website.
- Use imagery to help donors visualize the tangible impact that matching gifts can bring to your organization and its mission.
- Produce high-quality and visually appealing images and buttons (avoid blurriness, overcrowding, and imbalance) that also add value to your site.
- Choose and communicate an explicit action that you’d like website visitors to take (such as visiting your matching gifts page or searching their employer in your company database).
Once you have your images and buttons created and ready to go, consider incorporating one or more of these resources into your website, along with other digital communications, such as social media marketing and matching gift emails, as well.
Example Content:
- “Get your gift matched; request a matching donation from your employer here!”
- “Learn more about matching gifts! Click here to locate your company’s matching gift guidelines.”
Here’s how Sacred Heart University implemented effective matching gift imagery throughout its website:
P.S. Interested in accessing customizable matching gift graphics and templates? Explore the free resources Double the Donation offers to users on the platform.
Marketing Matching Gifts On Your Website With a Navigation Menu
A website’s navigation bar is used to provide visitors with an easily accessible resource with which they can travel throughout the site from page to page. For many nonprofits, this navigation bar (also known as a “navigation menu”) incorporates the most highly-trafficked pages.
Depending on the organization in question, this may include items related to the organization’s mission and vision, an “about us” page, contact information for users to reach out to the team, and various ways to support the cause.
By including a link to your organization’s dedicated matching gift web page within your navigation bar, you can allow users to access that information from anywhere on your website.
Make sure to incorporate the following best practices for matching gifts on your website navigation:
- Provide easy access to matching gift information directly from your site’s navigation bar by linking to your dedicated matching gift page.
- Choose phrasing that is straight to the point and easily understood by your donors and other website viewers (for example, “Double your Donation” or “Matching Gifts”).
- Place your link as prominently as possible within your navigation bar. Avoid too many subfolders, which can defeat the purpose of including it in the website menu at all.
Incorporating a matching gifts link in your navigation bar allows donors to easily discover matching gifts. Once a user clicks the link or button, they can dive into all the details about matching gift programs. But all it takes to spark that interest and get the user involved is typically just a few words within the navigation menu.
Take a look at the Leukemia & Lymphoma Society website to see for yourself how navigable matching gifts are!
Marketing Matching Gifts On Your Website With Pop-Ups
Website pop-ups are an incredibly effective tool for capturing donor attention and promoting matching gift opportunities during key moments in the donation or research process. By implementing pop-ups using your Content Management System (CMS), you can ensure that donors are reminded to check if their donations are eligible for a match, ultimately increasing the likelihood of donor participation and boosting the funds raised.
Popular platforms like WordPress, Squarespace, or Wix often have built-in pop-up features, or you can use third-party tools like OptinMonster or Sumo.
Make sure to incorporate the following best practices for matching gifts via website pop-ups:
- Select core pages for targeting your matching gift pop-ups. This should include your donation page, “About Us” page, “Ways to Give” page, and beyond. The idea is to catch supporters’ attention from other key locations on your website, then direct them to your matching gifts page to learn more.
- Ensure an effective design. Use the pop-up design functionality within your CMS or other dedicated tool to create a visually appealing, branded pop-up that is clear and easy to close. Avoid making it too intrusive and ensure it fits seamlessly with your site’s overall design.
- Remember that timing is crucial. Pop-ups should appear at key moments, such as when a donor has just completed a transaction. You can configure triggers based on the page’s load time, scroll depth, or after the user has spent a certain amount of time on the page.
- Track and optimize. Don’t rely solely on a single static message. A/B test different headlines, CTA buttons, designs, and even the timing of your pop-ups to optimize their effectiveness. From there, ensure that you track their performance (monitor click-through rates, conversions, and the number of donors who actually engage with the matching gift opportunity) using the analytics and reporting features available in your CMS or pop-up tool. Then, use this data to tweak and optimize your pop-ups for even better performance.
By integrating pop-ups effectively on your website, you not only increase awareness about matching gifts but also encourage donors to take immediate action when they are most engaged. It’s a subtle yet powerful way to boost participation in matching gift programs and maximize your fundraising potential.
Example Content:
- “Double Your Impact! Does Your Employer Match Donations?”
- “Did You Know? Many Employers Match Donations; Let’s See If Yours Does!”
Marketing Matching Gifts On Your Website With a Custom Match Page
Some companies may not yet have the resources or the capacity to launch a comprehensive matching gift program for their staff. One approach that’s becoming increasingly popular among such businesses is the establishment of custom matching gift programs, which allow employers to experience the benefits of employee giving opportunities. In this scenario, a company would agree to match team members’ donations to a single nonprofit, often during a limited-time campaign.
And by marketing this unique (or “one-off”) matching gift opportunity, your nonprofit can pursue corporate partnerships more effectively. We recommend hosting a dedicated Custom Matching Gift Programs page on your website, keeping in mind that this resource will primarily target the companies themselves, rather than a company’s individual employees.
Make sure to incorporate the following best practices for your custom matching gift page:
- Host the page and the embedded interest form on your nonprofit website, and maintain consistent branding throughout your organizational materials.
- Clearly define the partnership opportunity. Many companies will be unaware that custom matching gift programs are an option, so you’ll want to review precisely what is being asked and offered.
- Provide a summary of your nonprofit’s mission and vision! Interested companies may already be familiar with your purpose, but a refresher can reiterate the impact the partner would make by supporting your cause.
Custom matching gift programs offer nonprofits an excellent opportunity to strengthen their relationships with philanthropic-minded companies that want to give back. But they take a bit of a different marketing approach to pursue, so it’s a good idea to determine where these initiatives fit into your overall corporate fundraising strategy and go from there.
Example Content:
- “Interested in supporting our organization with a custom matching gift program? Fill out the following form, and we’ll be in touch to discuss the next steps for developing a mutually beneficial partnership!”
- “By organizing a custom matching gift initiative, which is a unique type of employee giving program, your company would commit to matching donations made by your employees to our nonprofit organization.”
Here’s how the American Cancer Society structures its custom partnerships page:
*While Double the Donation offers custom matching gift management functionality, this feature is designed specifically for fundraisers looking to manage custom matching gift initiatives. Double the Donation 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.
Final Thoughts & Additional Matching Gift Marketing Resources
Implementing matching gift promotions across your website is a significant step in boosting your revenue. Don’t overlook it!
Individuals looking to give for the first time will be more inclined to contribute. At the same time, existing donors will be able to easily locate the information they need to have their gifts matched by their employers. As your organization’s #1 marketing tool, marketing matching gifts on your website is essential.
Interested in learning more about effective matching gift fundraising practices? Check out our other educational resources on the topic:
- A Complete Guide to Fundraising Automation for Nonprofits. Raise more for your organization with less time, money, and resources by leveraging automation strategies. Find out how to fundraise better across your online giving pages, donor management system, matching gift tools, and more.
- How Donor Employer Information Can Boost Your Fundraising. Sharing company-specific matching gift information with donors is a great practice to follow. However, to do so, you’ll need to know where they work. Learn more about collecting donor employment data and what to do with it here.
- Matching Gift Databases: Our Comprehensive Guide. Marketing matching gifts across your website and more is made easier with a matching gift database. Explore this Double the Donation guide to uncover everything you need to know about the leading matching gift software solution.
Matching Gift Content Calendar: Marketing Through the Year
Incorporating matching gifts into your nonprofit’s marketing strategy can unlock significant fundraising potential year-round. However, timing is everything when it comes to making a matching gift impact. By aligning your campaigns with key dates, seasons, and donor behaviors, you can ensure your message resonates at just the right moments. And lucky for you, a matching gift content calendar can help you stay organized, intentional, and proactive in promoting these valuable opportunities.
That’s why, in this blog post, we provide a year-round guide to crafting a strategic matching gift marketing calendar. This includes key promotional opportunities, such as:
- Start-of-year follow-ups
- Matching Gift Month
- Match Madness
- Spring matching gift reminders
- Summer matching gift reminders
- Fall matching gift reminders
- End-of-year matching gift follow-ups
- Giving Tuesday matching gift outreach
- Bonus: Affinity day/week/month messaging
From New Year’s resolutions to year-end giving, we’ll explore how to integrate matching gifts into your outreach efforts, ensuring your nonprofit maximizes donor participation and doubles impact throughout the year.
Let’s get started—at the beginning!
Start-of-year follow-ups
When: January
The beginning of the year is a golden opportunity to follow up with donors from the previous year, especially those who contributed during the busy holiday giving season. Many donors may not have submitted their matching gift requests yet, and corporate deadlines for these submissions often fall early in the year.
(Fun fact: Companies like Best Buy, A&E Television Networks, H&R Block, Home Depot, and Fifth Third Bank have established matching gift deadlines the following year after a gift is made, allowing for a few-month grace period.)
By encouraging donors to act promptly at the start of the new year, nonprofits can tap into unclaimed matching gift revenue while it’s still accessible.
Here’s an example social media post you can use to get started:
To make the most of this opportunity, nonprofits should send personalized emails to donors who gave in the last year. For the best results, these messages should include clear instructions for submitting matching gift requests and provide links to tools that simplify the process. Highlighting the additional impact their match could create—such as doubling the number of meals provided or trees planted—can also inspire action.
Matching Gift Month
When: February
February is recognized as Matching Gift Month, which offers a perfect platform to amplify awareness of corporate matching programs. This dedicated month gives organizations an opportunity to focus their messaging on educating donors and building momentum around matching gift opportunities.
Many donors remain unaware of their employers’ programs, making this an ideal time to bridge that knowledge gap.
Here’s an example email header you can use to get started:
To leverage Matching Gift Month effectively, nonprofits can host educational initiatives like webinars or Q&A sessions to demystify the matching gift process. Sharing success stories and testimonials from past matches can also inspire donors by showing the tangible results of their contributions. Meanwhile, creative campaigns using themed hashtags, such as #MatchingGiftMonth, can expand reach on social media and encourage sharing among supporters.
Match Madness
When: March
March is synonymous with the excitement of college basketball’s March Madness, and nonprofits can use this energy to create their own “Match Madness” campaigns. These themed initiatives add a sense of urgency and fun to matching gift outreach, appealing to donors’ competitive spirits and encouraging them to take action.
Here’s an example social post you can use to get started:
An effective Match Madness campaign involves setting a fundraising goal and tracking progress in real time, creating a dynamic and engaging experience for supporters.
Not to mention, borrowing sports-inspired messaging and graphics can make the campaign visually appealing and memorable.
Spring matching gift reminders
When: April-May
Spring is a season of renewal—and an excellent time to remind donors about matching gift opportunities. Donors may still be eligible to submit matching gift requests for contributions made in the previous year, and you’ll likely have received a good amount of new-year gifts, too. This makes spring an ideal period to encourage matching gift follow-through.
Here’s an example social post you can use to get started:
To capitalize on this season, nonprofits should send bright, cheerful reminders to donors, encouraging them to “spring into action” and double their impact.
Plus, newsletters and event follow-ups can be great places to incorporate matching gift messaging. Collaborating with companies to host spring workplace giving or volunteer events can further engage donors and employers in the matching gift process, too!
Summer matching gift reminders
When: June-August
Summer may be a slower season for fundraising, but it offers an opportunity to maintain donor engagement when they may have more downtime.
Reminders sent during the summer months can keep matching gifts at the top of mind and ensure nonprofits remain part of their supporters’ giving priorities.
Here’s an example social post you can use to get started:
Summer campaigns can stand out by incorporating fun, vacation-themed messaging, such as “Make a splash this summer by doubling your gift!”
Multi-channel outreach, including social media posts, postcards, and emails, can effectively engage donors who may not be checking traditional communication channels as frequently during this period.
Fall matching gift reminders
When: September-October
As the year transitions into fall, donors begin preparing for year-end giving. This makes it an ideal time to educate them about matching gifts and how they can get involved.
Here’s an example social post you can use to get started:
Nonprofits can maximize this opportunity by hosting donor appreciation events that include discussions about matching gifts. These events, whether virtual or in-person, provide a platform to educate donors while thanking them for their support.
End-of-year matching gift follow-ups
When: November-December
The end-of-year giving season is a critical time for nonprofits, and matching gift follow-ups can significantly boost revenue during this period. Many donors give generously in December, making it essential to remind them to submit matching gift requests while the contributions are still fresh in their minds.
As the year comes to a close, time-sensitive reminders should emphasize submission deadlines and the potential for doubled impact of their gift.
(Fun fact: Companies like UnitedHealth Group, CVS Health, 3M, AAA, and Subway all have enacted end-of-year matching gift deadlines, adding a layer of urgency to year-end submission reminders.)
Here’s an example email header you can use to get started:
Nonprofits can also highlight the tax benefits of year-end giving and matching gifts, providing donors with an extra incentive to take action.
Giving Tuesday matching gift outreach
When: Giving Tuesday and Matching Wednesday
Giving Tuesday is a global day of generosity—and one of the most important days for nonprofit fundraising. Pairing matching gifts with Giving Tuesday outreach is a powerful way to encourage donors to maximize their impact. Not to mention, the day following Giving Tuesday has been dubbed Matching Wednesday, a powerful opportunity to get the previous day’s gifts matched while momentum is high.
Here’s an example email header you can use to get started:
Nonprofits can promote matching gifts through Giving Tuesday (and Matching Wednesday) emails, social media posts, and campaign landing pages. Meanwhile, real-time impact updates and countdowns can establish a sense of urgency and excitement, driving donors to act.
Partnering with corporate sponsors to offer special (or one-off) matches on this day can further amplify results, inspiring supporters to give and share the campaign with their networks.
Bonus: Affinity day/week/month messaging
When: Your organization’s affinity day, week, or month
Affinity days, weeks, or months, such as Earth Day or Pride Month, provide nonprofits with a unique opportunity to align matching gift messaging with causes that resonate deeply with their donors. These special occasions create a natural connection between corporate giving and a specific mission, inspiring supporters to participate.
To make the most of these opportunities, nonprofits should tailor their messaging to the themes of the event. For example, during Earth Day, a nonprofit focused on environmental causes could highlight how matching gifts double the number of trees planted or acres of land restored.
Meanwhile, partnering with corporate sponsors that share the same values can also increase visibility and participation in matching gift programs.
Wrapping up & additional resources
A well-executed matching gift content calendar empowers your nonprofit to stay ahead of the curve. This allows organizations to make the most of every opportunity to promote corporate matching programs. Start planning your matching gift content strategy today, and watch as your nonprofit’s impact grows month by month.
Remember, each reminder, campaign, or social media post is a chance to connect donors with the power of doubling their contributions—and fueling your mission more.
Interested in learning more about matching gift strategies? Check out these recommended resources to continue growing your knowledge:
- The Ultimate Guide to Marketing Matching Gifts. Take a deep dive into everything you need to know about marketing matching gifts. This comprehensive guide covers strategies for promoting matching gift opportunities through email, social media, direct mail, and more.
- How to Get Matching Gifts Trending at Your Organization. Looking to boost matching gift awareness within your nonprofit? Learn to engage staff, educate donors, and leverage technology to create a culture of matching gifts that drive long-term results. Get the guide to learn how!
- Top 20+ Matching Gift Companies: Leaders in Corporate Giving. Discover the companies setting the standard in corporate philanthropy. This resource highlights over 20 top employers with generous matching gift programs, including program details, eligibility requirements, and key insights.
Match Like Megan: Driving Matching Gifts with Social Proof
In the world of fundraising, one of the most effective yet underutilized tools for maximizing donations is the power of social proof. People tend to follow the lead of others, especially when making decisions about giving. That’s why showcasing existing support through matching gifts with social proof can be a game-changer for nonprofits like yours.
In this post, we’ll explore how organizations can encourage donors to take advantage of matching gift programs, demonstrating how social proof can turn a single matching gift into a chain reaction of doubled giving.
Specifically, we’ll cover:
- What is social proof?
- How to increase matching gifts with social proof
- Case study: Phillips Exeter Academy’s Match Like Megan
Ready to see how your team can benefit from matching gifts with social proof and more? Let’s get started with the basics.
What is social proof?
According to Sprout Social,
Social proof is the psychological concept that people are influenced in their decision-making by others, compelling them to act within societal norms or expectations. In the context of marketing, social proof provides evidence of the popularity or usability of a brand among consumers to influence the purchase decisions of prospective and returning customers.
In other words, social proof is the idea that people are more likely to make choices or take actions when they see others doing the same.
In terms of fundraising, it means supporters (prospective and existing ones alike) are increasingly inclined to get involved when their peers are doing so, too. This can take a lot of forms, from giving to participating in matching gifts and beyond. And it’s beneficial for fundraising organizations, as social proof can help build trust and momentum around their causes.
How to increase matching gifts with social proof
For many donors, matching gifts are a completely new concept. In fact, research shows that despite 26 million individuals working for companies with matching gift programs, an astounding 78% have no idea that they’re eligible.
The solution? Marketing matching gifts to your audience. And for the best results, incorporating social proof throughout your efforts can go a long way. Lucky for you, there are quite a few ways that your team can do so. These include:
Sourcing matching gift facts & figures
It’s hard to argue with facts. That’s why matching gift statistics (whether industry-wide or within your organization) can be a valuable tool in establishing social proof. After all, accurate and relevant facts and figures about matching gifts—and your supporters’ behavior regarding the programs—can be crucial for communicating the benefits of these programs to donors and other existing stakeholders.
Example:
More than 580 donors have had their gifts matched to our organization in the last year. That’s a lot of support!
How to Get Started:
Check your Double the Donation Matching dashboard and reporting module to uncover valuable insights you can use to demonstrate matching gift impact.
Not a Double the Donation user yet? Click here to get a personalized demo and see how your organization will benefit from our tools—including tracking and reporting on donor involvement!
Promoting matching gift donor testimonials
Often, there’s nothing more powerful than hearing a story in a donor’s own words. For supporters considering matching gifts, hearing about the experience from a peer who has successfully completed the process can go a long way. After all, promoting matching gift donor testimonials is an effective strategy to enhance awareness, encourage participation, and build trust in your organization’s matching gift programs.
For an added personal flair, aim to include photos or videos of the donor whose testimonial you share!
Example:
Meet Sarah. Sarah is a generous donor to our organization, and she recently took the extra step to have her already significant gift doubled for our cause. Here’s what Sarah has to say: “I loved having the opportunity to double my impact on my favorite organization while getting my employer involved in the causes I care about. The whole process was quick and easy, too!”
How to Get Started:
In Double the Donation, first, navigate to the “Donations” tab. From there, filter the statuses to include those marked as “Match Complete” to identify your best prospects for matching gift testimonials. Then, reach out to your list of supporters to solicit feedback and collect testimonials from those interested in sharing their experiences.
Not a Double the Donation user? Sift through your existing data in your CRM to manually uncover potential testimonial providers. Just make sure you’re contacting individuals who have successfully completed a match in the past!
Encouraging social sharing of matching gift content
When your organization posts something on its social media pages, it’s likely able to reach your network of supporters. If you’d like to extend your reach to new audiences, however, social sharing can be the key. All it takes is getting your existing supporters to interact with and share (or re-post) the content you publish on your social channels.
Encouraging social sharing of matching gift content is an effective strategy to amplify awareness, drive participation, and leverage social proof in fundraising efforts. When supporters share information about matching gifts on social media or within their networks, it not only broadens your outreach but also reinforces the message that matching gifts are a valuable part of giving.
Example:
Over 65% of Fortune 500 companies match employee donations. Share this post with a colleague or peer to encourage them to check if their employer matches, too!
How to Get Started:
Create and share eye-catching graphics, visuals, or video content that quickly and easily explains the basics of matching gifts. You can even provide supporters (or advocates) with pre-written messages they can use when sharing, making it even easier for them to promote your cause—and the matching opportunity—to their own audiences.
P.S. Double the Donation provides free, customizable Canva templates that users can access from within their accounts. Just head to the “Resources” and select “Marketing Assets!”
Incorporating matching in peer-to-peer fundraising
Incorporating matching gifts into peer-to-peer fundraising is an impactful way to drive increased donations through social proof. When donors see others matching contributions within peer fundraising campaigns, it reinforces the idea that matching is a standard part of giving, encouraging additional supporters to look into matching opportunities through their own employers.
Example:
Thanks for giving to our peer-to-peer fundraising campaign! Did you know your gift can have twice the impact on our cause with a match? Contact your fundraiser to learn more about the benefits of matching gifts and how you can get involved.
How to Get Started:
Equip your peer-to-peer fundraisers with matching gift resources so that they’re well-prepared to promote the opportunity to their donors. This can include email and social media graphics (such as those provided by Double the Donation), templated messages, and more.
From there, it’s crucial to have a matching gift search tool embedded in your peer-to-peer giving forms, too, so all donors can interact with the widget.
Highlighting matching companies supporting your efforts
Many donors remain unaware that their employers offer matching gifts. By highlighting companies with matching gift programs (particularly those that are actively supporting your mission), you educate donors on the availability of these benefits—and encourage them to explore their own employer’s matching options.
Meanwhile, recognizing companies that support matching gifts demonstrates how accessible and straightforward the process can be. Seeing well-known companies participate reinforces that matching gifts are widely available and beneficial to both employees and nonprofits.
Example:
This year, companies like Home Depot, Apple, State Farm, Verizon, Bank of America, and more are supporting our organization through matching gifts. And that’s thanks to generous donors like you who work for these employers!
How to Get Started:
Check out the “Top Companies” report within Double the Donation to access insights about the companies most highly represented in your donor base. Then, spotlight those leading employers on your dedicated Match Page along with other matching gift materials!
Implementing public recognition for matching gifts
Implementing public recognition for matching gifts is a strategic way to harness the power of social proof and encourage more donors to participate in the programs. Publicly recognizing donors who engage in matching gifts signals to others that matching gifts are valued, achievable, and impactful, often resulting in similar action.
This not only celebrates donors but also educates prospects about matching gifts, showcasing that they are a common, achievable, and powerful way to increase impact.
Example:
We want to give a big shoutout to a donor who has gone above and beyond for our mission: John Doe! John recently contributed a generous amount that was then doubled by his employer through a matching gift program.
How to Get Started:
Implement a strategy for tracking matching gifts to completion. We recommend having donors indicate when they’ve submitted a match, such as with a built-in button within Double the Donation’s email streams. This way, your team can be prepared to reconcile the records in your system when the match ultimately arrives.
Then, take to social media, email newsletters, donor walls, or other recognition channels to highlight your completed matches!
Case study: Phillips Exeter Academy’s Match Like Megan
About the Organization
Phillips Exeter Academy, commonly known as Exeter, is a prestigious, private co-educational boarding school in Exeter, New Hampshire. Known for its rigorous academic programs, Exeter has a distinguished history of preparing its students for success in higher education and beyond.
Uncovering the Matching Gift Need
Recently, the school’s development team was tasked with doubling its annual fundraising revenue in order to better support its academic and other programming. As part of determining how to do so, the team ultimately decided to revitalize its corporate matching gift efforts, as they realized they were not fulfilling their matching gift potential as-is.
When the director located the school’s matching gift software, the team began to play around with it, looking to identify new ways to bring matching gifts to the forefront of their fundraising strategy. And what they came up with was Match Like Megan.
About the Campaign
Match Like Megan was born from a single matching gift donor, Megan, who gave generously to her alma mater. From there, she also got her gift matched by her employer (Macy’s), doubling her impact and bringing her total annual giving to the next society level.
As a result, the Exeter team decided to launch an initiative around the idea that just about anyone can “Match Like Megan.” This came following a number of other alliteration-style campaigns, including Donate Like Dave and Lead Like Lawrence. The school then spotlighted Megan’s matching gift participation across its marketing and educational efforts, including social media posts, email campaigns, and more.
When supporters see how easy it is for someone like Megan to get her gift matched for her school, they’re more likely to take the steps themselves to do so. Hence, the concept of social proof.
Wrapping Up & Additional Resources
When it comes to amplifying support for your cause through matching gifts, social proof is a powerful catalyst. The “Match Like Megan” campaign shows that leveraging real-life examples of matching gift donors can drive others to join in, boosting overall participation and revenue.
By placing a spotlight on your own donors, your organization not only strengthens relationships with existing supporters but also cultivates a giving culture that feels accessible, inspiring, and community-driven. As more donors participate in matching gifts, their impact grows exponentially, creating a lasting influence on your mission.
Let social proof be the spark that fuels your matching gift success—and watch your community rally around your cause, one match at a time.
Ready to learn more about innovative matching gift tactics your team can adopt for big results? Check out the following resources:
- A Look at Save the Children’s Winning Matching Gift Strategy. See how Save the Children refreshed its match page and implemented a text campaign to drive awareness of matching gifts. Learn more here!
- How ACS Doubled More Donations with Matching Gifts. The American Cancer Society took a smart approach to marketing matching gifts—starting with its internal fundraising team. Dive into the blog post to learn more.
- Grow Fundraising Revenue: Access Double the Donation Case Studies. Access 30+ inspirational case studies to explore how leading organizations are driving matching gifts with social proof and more.
Matching Wednesday: Drive Matching Gifts Post #GivingTuesday
After the whirlwind of #GivingTuesday, many nonprofits find themselves wondering how to maintain the momentum of generosity—and make the most of corporate matching gifts in their efforts. While donations tend to surge on Giving Tuesday, organizations can amplify their impact by making the following day just as powerful. And that’s why we’re introducing the idea of Matching Wednesday.
By strategically focusing on matching gifts the day after Giving Tuesday, nonprofits like yours can create an additional wave of support that builds on the previous day’s success.
In this guide, we’ll share everything you need to know to get started with this unique and impactful campaign idea. This includes:
- What is Matching Wednesday?
- Following Up With #GivingTuesday Donors
- Engaging Supporters Who Gave Earlier in the Year
- Best Practices for Matching Wednesday Success
- 6 Sample #MatchingWednesday Promotions
Matching Wednesday can help nonprofits capitalize on donors’ enthusiasm, encourage more employees to seek corporate matches, and double (or even triple) the support for their causes.
Ready to find out how? Let’s get started with the basics.
Check out our other leading workplace giving strategies for end-of-year fundraising! Access the free, downloadable guide: What to Know About Workplace Giving & the Year-End Fundraising Season.
What is Matching Wednesday?
Matching Wednesday is a strategic fundraising initiative in which nonprofits can participate immediately following #GivingTuesday.
While Giving Tuesday sparks a boost in donations from individuals eager to support their favorite causes, Matching Wednesday aims to keep this momentum going by encouraging donors to double (or even triple) the impact of their contributions through corporate matching gift programs.
Here’s how it works: on Matching Wednesday, nonprofits reach out to donors who gave on Giving Tuesday (or even before) and remind them to submit their gifts for matching through their employers. They can also highlight matching gift opportunities to new donors, underscoring the added impact their support can have.
The idea behind Matching Wednesday is simple yet powerful—leveraging the enthusiasm generated on Giving Tuesday to unlock even more funding for the cause. By making matching gifts easy and front-of-mind, nonprofits can turn a single day of generosity into an extended period of amplified giving, helping them reach their goals and maximize their mission impact.
Following Up With #GivingTuesday Donors
Giving Tuesday sees some of the highest rates of charitable giving each year. In 2023, 34 million adults in the U.S. alone participated in Giving Tuesday festivities, contributing a total of more than $3.1 billion. And while a lot of those gifts were matched by donors’ employers, the truth is that a lot of match-eligible gifts went unclaimed. And that’s where Matching Wednesday steps in!
Following up with Giving Tuesday donors come Matching Wednesday is essential to capture the full potential of corporate matching gifts. Many donors may not realize that their contributions can be matched by their employers, effectively doubling or even tripling their impact on the cause. But when they do know, they’ll be eager to get involved.
Here are a few things your team can do to engage these donors and make the most of Matching Wednesday:
1. Send a Personalized Matching Gift Reminder Follow-Up.
The day after Giving Tuesday, send a follow-up message reminding donors who gave about the chance to make an even bigger difference with a matching gift.
Start with a heartfelt thank-you for their Giving Tuesday support, expressing gratitude for their contribution and sharing the impact it will make. Then, (re)introduce the concept of matching gifts, highlighting that many employers will match their donations at no additional cost to them. This gentle reminder can spark interest and motivate donors to check if their employer participates in a matching gift program.
2. Educate Donors About the Ease and Benefits of Matching Gifts.
Many donors may be unfamiliar with how matching gifts work. Use Matching Wednesday as an opportunity to educate them on the process. Provide clear, easy-to-follow, and company-specific instructions on how they can request a matching gift from their employer, and offer assistance for any questions or concerns donors might have about matching gift submissions.
3. Establish a Sense of Doubled Impact.
Use Matching Wednesday to create a sense of amplified donation impact by highlighting how beneficial matched gifts can be. Let donors know how their contributions, when doubled, can address specific needs, such as providing additional meals, funding critical programs, or expanding highly demanded services. This approach makes the matching gift feel like an extension of their Giving Tuesday contribution, deepening their connection to your cause.
Engaging Supporters Who Gave Earlier in the Year
While the idea is centered around the better-known global giving day, it’s important to note that Matching Wednesday doesn’t have to be exclusive to Giving Tuesday donors, either. In fact, it’s also an ideal time to engage supporters who donated earlier in the year but, as far as you know, haven’t submitted their gifts for matching.
By reaching out with a timely reminder to submit their matches, nonprofits can turn previous contributions into a new wave of support on Matching Wednesday.
Here’s how to maximize engagement with these past donors:
1. Segment and Personalize Your Outreach.
Identify donors who gave earlier in the year but may not have submitted their gifts for matching. Send a personalized email acknowledging their previous support and sharing how impactful it would be if they submitted their gift for a match—and how Matching Wednesday is the perfect time to do it. After all, a tailored message makes supporters feel valued and motivates them to take the extra step, knowing that their contributions are still on the nonprofit’s radar.
2. Create a “Last Call for Matching Gifts” Campaign.
Use Matching Wednesday as a final push for matching gift submissions, presenting it as a time-sensitive opportunity. Explain that this is a last chance to double or triple their support this year, especially for those who might have forgotten or overlooked the option earlier. A sense of urgency can inspire action, as donors may be more likely to submit a match if they know it’s the final opportunity for the year. Many companies establish year-end request deadlines, too, meaning time is of the essence.
3. Provide a Simple, Step-by-Step Guide for Matching Gifts.
Many supporters might hesitate to submit their gifts for matching due to uncertainty around the process. Include a quick guide in your Matching Wednesday email to help simplify it. A “Check Your Eligibility” button leading to a matching gift search tool can be particularly effective, allowing donors to quickly confirm if their company offers matching and access any necessary forms.
Re-engaging past supporters for Matching Wednesday allows nonprofits to revive donations from throughout the year and turn them into even greater impact. This last-call reminder serves as an easy and effective way to connect with donors, ensuring their gifts stretch further and help end the year on a high note for the cause.
Best Practices for Matching Wednesday Success
To maximize the impact of Matching Wednesday, nonprofits can implement several best practices to ensure their outreach is compelling and effective. From targeted follow-ups to clear messaging, here are strategies that can help nonprofits make the most of this post-Giving Tuesday initiative:
Mention matching gifts leading up to and on Giving Tuesday, too.
Matching Wednesday is all about matching gifts. But it shouldn’t be the first time your audience hears about the opportunity. In fact, it’s best to begin highlighting matching gifts alongside Giving Tuesday promotions leading up to and on the big day.
By promoting matching gift opportunities early and often, nonprofits can begin building familiarity with the programs. This can substantially boost the day’s revenue, motivating more donors to give—and encouraging them to make their contributions go further when the time comes.
Not to mention, knowing that their donation could be matched can even inspire donors to contribute in larger amounts. Matching gifts allows donors to double or triple their contributions, which is a compelling reason to increase their initial support. Research shows that fundraising appeals—such as those for Giving Tuesday—see a 71% increase in response rate and a 51% increase in average gift size when matching gifts are mentioned.
Take a multi-channel approach to engaging donors.
When it comes to marketing matching gifts, you want to make sure your message is getting across far and wide. Luckily, a multi-channel approach engages donors on multiple platforms, making it easier for them to take action and get involved.
Not to mention, each donor has preferred ways of receiving information. Some may respond best to email reminders, while others are more likely to engage on social media or through text. By reaching out across multiple channels, you can ensure you’re meeting donors where they already are.
Leveraging a combination of email, social media, SMS, and even phone calls empowers nonprofits to create comprehensive, engaging Matching Wednesday experiences that keep matching gifts at the top of donors’ minds.
Highlight matching gift success stories.
Social proof is a powerful tool. On a big giving day like Giving Tuesday (or the subsequent Matching Wednesday), incorporating success stories regarding corporate matching gifts can go a long way toward inspiring action.
For the best results, we recommend supplying specific examples to illustrate the power of matching gifts. Try sharing stories or metrics that showcase what matching funds have previously achieved for your organization. For instance, you might say, “Last year, matching gifts helped us provide meals for 500 additional families.” Impact-driven messaging like this can inspire donors to act, as they can directly see how their matched gifts contribute to the mission.
Alternatively, consider sharing a brief story or example of a past donor whose gift was matched. You can even source a quote from a previous matching gift donor to act as a testimonial! After all, real-world examples can serve as powerful motivation, helping donors see the tangible outcomes of submitting a matching gift.
Invest in matching gift software before Matching Wednesday.
Leading up to Matching Wednesday (or Giving Tuesday, for that matter), you’ll want to conduct an analysis of your existing tech stack and decide if you have what you need for success. If you’re currently missing a matching gift software, we highly recommend getting up and running with such a solution prior to the start of the giving season.
After all, this kind of tool simplifies the matching process by enabling donors to quickly find their employer’s matching gift policy, forms, and submission instructions. The easier it is for donors to confirm eligibility and access forms, the more likely they’ll be to follow through—so this is not something you want to overlook. Not to mention, an automation platform like Double the Donation’s can streamline the entire process from start to finish, so your team doesn’t have to lift a finger!
Ready to get started? Request a personalized demo or uncover your expected ROI with matching gifts!
Share Matching Wednesday results and outcomes.
After Matching Wednesday concludes, maintain the matching gift momentum by sharing the campaign results with your supporters. For example, highlight the total number of submitted matches and the impact they’ll have on your programs. This kind of transparency fosters trust and shows donors that their efforts to secure a match made a concrete difference, setting the stage for continued engagement.
From there, you’ll want to track key metrics, such as the number of matching gifts secured, total matched revenue, and engagement rates, so you can adjust and improve your efforts for the next year. After all, a successful Matching Wednesday can become an ongoing part of your end-of-year fundraising efforts, extending Giving Tuesday’s impact well beyond a single day in the years to come.
6 Sample #MatchingWednesday Promotions
Ready to get started promoting Matching Wednesday but not sure where to begin? We’ve created a few sample promotions your team can use to engage its donors leading up to and on to the big day.
Matching Wednesday Text Message
Text message copy: Thank you for supporting us on #GivingTuesday! 🎉 Did you know your donation could go twice as far? Today is #MatchingWednesday—click here to see if your employer matches: [Matching Gift Page URL]
Matching Wednesday Email Template
Subject line: Have you given to [nonprofit] this year? Double your impact today—on #MatchingWednesday!
Body:
Dear [donor’s first name],
Thank you for being part of the [nonprofit] family! Your support means the world to us, and today, on #MatchingWednesday, there’s an exciting opportunity to make your impact go even further.
If you’ve donated to [nonprofit] this year, you might be able to double or even triple your gift through your employer’s matching gift program! Many companies offer to match their employees’ charitable donations, but these matches often go unclaimed. Submitting a matching gift request is a simple way to amplify your impact and ensure your generosity reaches even more people in need.
Here’s how you can participate in #MatchingWednesday:
- Check if your employer matches donations – Use our matching gift search tool here [Matching Gift Page URL] to see if your company offers matching gifts.
- Follow the provided steps – If your employer participates, complete a matching gift request through their system by following the instructions our tool provides.
- Watch your impact grow! Every matched dollar helps us bring hope and resources to even more individuals and families.
Why submit your gift for a match today? Matching Wednesday is a limited opportunity to help us close out the year strong and make a difference for the communities we serve. Your support matters, and by taking just a few minutes to check your match eligibility, you can double the power of your donation at no extra cost!
Thank you for your continued generosity. Together, we can make an even greater impact.
Warm regards,
[Your Name]
[Nonprofit Name]
[Nonprofit Contact Information]
Matching Wednesday Facebook Post
Caption: Many employers match donations to [nonprofit], doubling (or even tripling!) your impact at no extra cost to you. Take a moment today to check if your gift qualifies for a match by visiting the Matching Gifts page on our website: [Matching Gift Page URL] #DoubleYourImpact #MatchingGifts
Matching Wednesday Instagram Post
Caption: It’s #MatchingWednesday! 🎉 Did you know that thousands of companies match employee donations? That means your gift could go twice as far—just by submitting a matching request!
Don’t miss this chance to maximize your support and make an even bigger impact. Visit our Matching Gifts page to learn more. #GiveMore #AmplifyYourImpact #MatchingGifts
Matching Wednesday LinkedIn Post
Caption: #GivingTuesday was just the beginning! 🌟 Did you know that your donation could go even further? Many companies offer matching gift programs, meaning your contribution can be doubled or even tripled at no extra cost to you.
Now, Matching Wednesday is the perfect time to take advantage of this opportunity! If you gave to [nonprofit] yesterday or at any point this year, check to see if your employer will match your donation. It’s an easy way to maximize your impact and support the causes that matter most to you.
Not sure if your company participates? Don’t worry—just use our matching gift search tool to find out: [Matching Gift Page URL]
This #MatchingWednesday, let’s make every dollar count for even more. Thanks again for helping us create lasting change. #DoubleYourImpact #EmployerMatching #CorporateGiving #SocialGood #GivingTuesday
Matching Wednesday Twitter Post
Caption: #MatchingWednesday is here! 🎉 It’s the perfect chance to make your #GivingTuesday gift go even further. Check to see if your employer will match your donation and double your impact today! [URL]
Next Steps & Additional Giving Season Resources
Establishing a Matching Wednesday campaign following Giving Tuesday is a smart way for nonprofits to extend their outreach—and make every gift count twice. By promoting matching gift opportunities immediately after a major giving day, organizations can reinforce their message, reach new donors, and deepen their impact overall.
This strategic timing leverages the global popularity and extensive goodwill of Giving Tuesday and engages donors further, reminding them that their support can do more. Embracing the idea of Matching Wednesday can ensure the season of giving extends beyond a single day, unlocking new possibilities for funding and growth in the year-end season and beyond. Just don’t forget to equip your team with the right software going into it!
Interested in learning more about matching gifts heading into a period of holiday giving? Check out these additional resources:
- Double Your Giving Tuesday Impact with Matching Gifts. Set yourself up for a powerful Matching Wednesday with significant Giving Tuesday success. This guide shares our top tips and tricks for doing so.
- Year-End Fundraising and Matching Gifts: It’s Not Too Late! The year-end fundraising season is an essential time for nonprofits and other fundraising groups. Find out how to make the most of matching gifts now!
- Free Download: Access 10 Quick Steps to Matching Gift Success. Get our free matching gift checklist to kickstart your organization’s strategy. Follow the provided steps to produce a greater impact than ever before.
How to Increase Matching Gift Revenue in 30 Minutes or Less
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:
- Publishing a matching gift post on social media.
- Implementing a matching gift CTA on your confirmation screen.
- Modifying your donation acknowledgments to promote matching gifts.
- Adding a blurb about matching gifts to your staff email signatures.
- Sharing information about matching gift companies in your area.
- Sending an email to all “Eligible but Not Submitted” donors.
- Following up with unclaimed repeat matching gifts.
- Looking into potentially miscategorized ineligible donations.
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 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!
Not a Double the Donation user yet? Click here to request a personalized demo and get up and running with our tools and resources ASAP!
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 Double the Donation, 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 Double the Donation. 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 Double the Donation 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!
Matching Gift Text Marketing | Spreading the Word Via SMS
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:
- The Importance of Marketing Matching Gifts
- Why Market Matching Gifts Via Text Message?
- Best Practices for Innovative Matching Gift Text Marketing
- 25 Sample Text Messages to Market Matching Gifts Well
- Case Study: How One Organization Implemented Matching Gift Text Marketing
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 Double the Donation 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 Double the Donation’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 Double the Donation 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.
Interested in upgrading your account? Learn more here.
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:
- Double the Donation’s Ultimate Guide to Marketing Matching Gifts. Access our complete guide on the topic! Uncover best practices for marketing matching gifts in any channel here.
- Marketing Matching Gifts In Your Digital Communications. Text messaging is a form of digital communication, but it’s not the only option available. Uncover top strategies for email, social media, and more.
7 Strategies for Marketing Payroll Giving to Your Supporters
According to recent payroll giving statistics, 59% of survey respondents have no familiarity with payroll giving initiatives. Fortunately, however, marketing payroll giving opportunities to your nonprofit supporters can significantly boost participation in the programs—and enhance your overall fundraising efforts.
After all, payroll giving programs allow donors to contribute a portion of their salary to your organization automatically, providing a steady stream of income with minimal effort. However, many potential donors remain unaware of this giving method or how easy it is to participate.
In this post, we’ll explore seven practical strategies to help you market payroll giving and make it a core component of your fundraising plan.
- Create a Payroll Giving page on your nonprofit website.
- Incorporate payroll giving in your email marketing.
- Promote payroll giving initiatives on social media.
- Collect and leverage employment information in your outreach.
- Consider donors already eligible for other workplace giving programs.
- Collaborate with corporate partners to highlight the opportunity.
- Offer exclusive incentives for payroll giving donors.
By implementing the right marketing strategies, you can educate your supporters, promote the convenience of payroll giving, and inspire long-term donor engagement. Not to mention, increase revenue through the programs.
Let’s begin!
1. Create a Payroll Giving page on your nonprofit website.
Starting off, you’re going to want to market payroll giving programs prominently throughout your nonprofit or school’s website. A dedicated payroll giving page on your nonprofit’s website is a powerful tool for educating potential donors about this giving option, serving as a centralized hub where supporters can easily learn about the benefits, process, and impact of payroll giving.
Start by explaining what payroll giving is, highlighting how it allows employees to contribute to your cause directly from their paycheck on a recurring basis. Ensure the page features clear instructions on how to enroll in payroll giving, too, such as through their employer’s CSR platform or by contacting their HR department.
You’ll also want to emphasize the convenience of payroll giving. Once donors sign up, they don’t have to worry about making regular donations manually. It’s a simple, consistent, and tax-efficient way to support the cause they care about.
2. Incorporate payroll giving in your email marketing.
Email marketing is one of the most effective ways to reach your nonprofit’s supporters, and incorporating payroll giving into your email campaigns can significantly boost participation.
Start by crafting a compelling email that educates your audience on the advantages of payroll giving, emphasizing its ease, convenience, and long-term impact. Highlight the benefit of steady, recurring donations for your organization, personalizing the message to show supporters how their payroll donations can drive meaningful change in the community or cause they care about.
Include clear calls-to-action in the email, encouraging recipients to enroll in payroll giving through their employer. You can link directly to your nonprofit’s payroll giving webpage or provide detailed steps for contacting their HR department to inquire about the program. It’s also helpful to include examples of companies that offer payroll giving or suggestions for how donors can advocate for the program if their employer doesn’t currently provide it.
For the best results, we recommend regularly mentioning payroll giving in different types of email communications—such as newsletters, thank-you emails, or special campaign updates. This keeps the option top of mind for donors while reinforcing the importance of their continued support.
3. Promote payroll giving initiatives on social media.
Social media is a powerful channel for engaging with your nonprofit’s audience, and it can be a highly effective tool for promoting payroll giving programs, too.
Use platforms like Facebook, Twitter, LinkedIn, and Instagram to share posts that explain what payroll giving is and how supporters can participate. Share success stories, testimonials, or case studies from current payroll donors to demonstrate the program’s real-world impact. Not to mention, visual content like infographics or short videos can be particularly effective in grabbing attention and communicating key messages.
Regularly include payroll giving in your content rotation, using relevant hashtags to increase visibility when appropriate. Remember: the goal is to ensure supporters are consistently reminded about this giving option and can easily find the information they need to get started.
4. Collect and leverage employment information in your outreach.
The more you know about your donors, the better you can engage them in workplace giving programs like payroll deductions and more. Specifically, having access to accurate and up-to-date employment data can go a long way.
But how can you collect this information? Start by incorporating questions about employment during the registration or donation process. Ask supporters to share the name of their employer, as well as whether they are aware of any workplace giving programs like payroll giving, matching gifts, or volunteer grants.
Once you’ve collected employment data, segment your donor list by company and customize your communications based on the giving opportunities available at those businesses. For example, if you know that a particular company offers payroll giving, you can send targeted emails to employees at that company, providing detailed instructions on how they can enroll in the program. If their company doesn’t currently offer payroll giving, encourage those donors to advocate for it within their workplace.
Top tip: If you lack quality employment information about your donors, consider utilizing a data enhancement service. This will allow you to fill in some gaps and provide the information you need to identify the best workplace giving programs in your network!
5. Consider donors already eligible for other workplace giving programs.
When it comes to workplace giving, most participating companies offer more than one way for employees to get involved. For example, statistics indicate that nearly two-thirds of companies report matching employee payroll contributions, and many of the top matching gift companies offer volunteer grants, too.
But what does that mean for your team?
Supporters who already participate in other workplace giving programs, such as matching gifts or volunteer grants, may be ideal candidates for payroll giving initiatives. To target this segment, begin by identifying donors who have previously submitted matching gift requests or applied for volunteer grants. These individuals already have a relationship with their company’s corporate social responsibility initiatives, which makes them a strong target audience for payroll giving.
In your outreach, emphasize the complementary nature of payroll giving to other workplace programs. You’ll want to acknowledge their previous participation in workplace giving programs and thank them for their ongoing support. Then, introduce payroll giving as a way to streamline their contributions and make an even greater difference. You can even highlight how their regular contributions through payroll giving can be further amplified through matching gift programs, doubling, or even tripling their impact.
6. Collaborate with corporate partners to highlight the opportunity.
Nowadays, more and more organizations are beginning to take an increasingly proactive approach to marketing payroll giving programs to their supporters. Still, many companies choose to promote the opportunity to their employees, too. And for that reason, collaborating with the businesses offering the programs can go a long way in heightening visibility and participation.
Start by reaching out to companies that already support your nonprofit through donations, sponsorships, or volunteer programs. Ask if they have a payroll giving program in place and discuss ways to promote the initiative to their employees. This could even involve co-branded marketing materials, such as email templates, flyers, or social media posts that both the company and your nonprofit can share with their audiences.
7. Offer exclusive incentives for payroll giving donors.
To encourage supporters to participate in payroll giving, consider offering exclusive incentives that reward their commitment to ongoing contributions. This can make the process more appealing and demonstrate your nonprofit’s appreciation for their support.
While it will likely vary based on the wants and needs of your particular audience, potential incentives may include…
- Public recognition, such as listing names on a dedicated “payroll giving wall” on your website or donor newsletters. (Top tip: Public recognition can foster a sense of pride and community among payroll donors, motivating others to join, too!)
- Access to exclusive events, such as virtual meet-and-greets with your organization’s leadership or tours of your facilities.
- Branded merchandise, like T-shirts, tote bags, or water bottles, as a thank-you for committing to payroll giving.
Consider tying incentives to donation milestones, such as offering a special gift to donors who have contributed for a certain number of months or reached a specific donation amount. This not only encourages initial sign-ups but also helps retain donors over the long term.
Wrapping Up & Additional Resources
Effectively marketing payroll giving can transform the opportunity into a powerful, recurring revenue stream for your organization. By leveraging digital and other marketing tactics to educate supporters and partner with companies in your network, you can unlock the full potential of workplace giving and build stronger, more consistent donor relationships.
As you implement the seven strategies above, you’ll not only raise awareness of payroll giving but also encourage long-term contributions that help sustain your nonprofit’s mission. Don’t let the opportunity go to waste!
For more information about effectively marketing payroll and other employee giving opportunities, check out the following resources:
- The Ultimate Guide to Marketing Matching Gifts. Discover the most effective strategies for promoting corporate matching gift programs to your nonprofit’s supporters. This comprehensive guide walks you through the key tactics to increase donor engagement, raise awareness of matching opportunities, and maximize the impact of employer-matched donations.
- Tracking Payroll Giving: A Nonprofit’s Step-by-Step Guide. Payroll giving can be a valuable and consistent source of funding, but tracking those donations is essential for success. This guide outlines the process nonprofits should follow to track payroll giving contributions efficiently, from registering with payroll platforms to monitoring and reporting on giving patterns.
- Free Download: The Ultimate Guide to Payroll Giving. Interested in taking a deep dive into all things payroll giving? Get our free downloadable resource to explore how your organization can earn more through payroll donation revenue. Discover how to get started with the programs, best practices for optimizing your strategy, and recommended ways to incentivize participation in the programs.
Demographic Appends: Does Your Nonprofit Need One?
Collecting data is essential for being able to contact your supporters. From giving habits to communication preferences, every piece of data you gather about your donors can be leveraged to secure gifts, earn long-term support, and expand your donor base.
One piece of basic but vital information is demographic data. From how old your supporters are to their family status to their average income, demographics help you better understand your audience. However, you may not have any natural opportunities to outright ask supporters details about their lives without coming off as invasive.
Fortunately, you can fill in missing data and correct outdated information with data appending. In this guide, we’ll take a deep dive into demographic appends and how your nonprofit can leverage them to cultivate stronger supporter relationships.
What is a data append?
“Append” means to supplement or amend something, so a “data append” is the process of supplementing and amending your nonprofit’s data. Along with demographic information, nonprofits can purchase appending services for all kinds of donor data, including:
- Email addresses
- Geographic location
- Phone numbers
- Social media profiles
- Employer data
These are just a few types of data nonprofits are likely to request to complete their donor profiles. For instance, for-profit companies often invest in customer appends related to internet search history and past purchases.
For nonprofits interested in data appending, look for services that specialize in working with nonprofit and charitable organizations. These service providers understand the unique types of supporter data that will actually be beneficial to nonprofits, so they can avoid cluttering your donor database. We’ll go over the characteristics of a reliable data append provider later.
What data is included in demographic appends?
Demographics are a catchall term for a wide variety of data, including:
- Net worth
- Age and birthday
- Gender
- Ethnicity and race
- Income
- Marital status
- Family size
- Religion
- Buying behaviors
- Hobbies and interests
This information is gathered from multiple databases the append service has access to. If you give your donors’ names and email addresses to your append service provider, they would compare that information against the data in their various databases to find corresponding demographic information.
While some demographic details might seem sensitive, remember that data appending is a normal and widespread practice. For example, when you register to vote, you likely receive many political messages from your preferred party despite never providing any political groups with your phone number or email.
Why do nonprofits need demographic appends?
Demographic appends provide a wide range of data about your donors, but you might not be sure exactly how knowing your supporters’ ages or family sizes will help your nonprofit.
Demographic appends benefit nonprofits in a few ways, including:
- Understanding your audience. When you know your supporters’ interests and lifestyle, you can better appeal to them. Use your demographic information to refine your donor segments. For example, you might create a donor segment for young, unmarried college students who likely have a low giving capacity but lots of time for volunteering. Then, you could create another segment for middle-aged donors who are married, have children, and live in a two-income household. This group might have little free time but can give higher donations.
- Identifying major giving prospects. Some demographic information, such as age, net worth, and income can help you identify major giving prospects. Plus, for major giving candidates you’ve already discovered, a demographic append can help fill in details about their interests and lifestyle, which can be useful for building a relationship with them.
- Conducting market research. Knowing who your average supporter is helps you analyze your nonprofit’s branding and expand your audience. For example, you might discover that the majority of your donors are retirees with religious leanings and adult children. With this information, you can make educated guesses about where your current and potential new donors who share these characteristics likely are and what types of messages will resonate with them.
- Keeping information up to date. While some demographic information is static, such as ethnicity and date of birth, others can change over time. Regularly appending your data helps you stay up-to-date with your donors as they change careers, get married, change their buying habits, or make any other number of lifestyle changes.
- Collecting data unobtrusively. Your donation forms, volunteer sign-ups, and event registrations should all be short and concise to encourage supporters to complete them. However, this means missing out on opportunities to gather data about your supporters. A demographic append can fix this and also fill in information that may be awkward to ask for outright.
The more you know about your donors, the better you’ll be able to communicate with them. Demographic data empowers you to create content your current supporters and prospective donors will find interesting, leading to increased engagement.
The Data Appending Process
When a nonprofit purchases a data append, almost every step of the process will be taken care of by the service they hire. However, understanding how this process works can help you choose a trustworthy data appending company and make better use of the data you receive.
We’ve touched on the appending process briefly, but let’s break it down in full here:
- Send your data to your append provider. You don’t need to clean up your database before conducting an append, but doing so will ensure your data is organized and usable. Plus, requesting additional data when you have a disorganized database will only expound any current data hygiene issues. As such, prepare your data by ensuring donor profiles are standardized and removing duplicate entries.
- Provider searches their database. Using the data you provide, data append services will search their various databases to find matches. Data append services usually have access to many publicly available and private databases. This allows them to append a wide range of data types and ensure the information they provide is accurate.
- Provider updates information. Once a data append provider finds data they think is accurate, they will add it to your donor profiles. Many providers will add confidence ratings to each entry which indicates how sure they are the information is accurate.
- Receive the appended data. After the requested data—in this case, demographic information—for all of your shared records is added, the append service will provide your nonprofit with the corrected data. From there, you’ll need to sync the information to your donor database to update your records and avoid a manual data migration.
Ultimately, your nonprofit will have little involvement in the actual appending process, but if you have any questions about how the process will be conducted or what your nonprofit should expect, be sure to ask your specific append provider.
What to Look for in a Data Append Provider
Data append providers help supplement your data, but they can vary in speed, accuracy, and range of services. When you’re ready to hire a data append provider, assess top candidates on the following qualities:
- Trustworthiness and security. To gather demographic information about your donors, you’ll need to share identifying details about them with your append service. As such, conduct a background check on the append provider you plan to work with by checking their reviews, how long they’ve been in operation, and what their data security measures are.
- Accurate data. For your appended data to be useful, it needs to be correct. Talk with append providers about their data collection and verification processes to ensure they prioritize accuracy and have measures in place to indicate when there are doubts about a record’s correctness.
- Fast turnaround time. While you want your data to be accurate, you also need to receive it within a reasonable timeframe. Discuss append timelines with your service provider. While most nonprofits only need batch appends—an append where a given set of data is corrected and supplemented—you can also consider a real-time append—an append where your data is continually updated in real-time.
- Reasonable pricing. Different appending services have different pricing models. Some charge based on the number of records appended, whereas others have a subscription model, which can be a useful option if you intend to append your data regularly moving forward.
- Additional appending services. If you find a provider for your demographic appends that you like, you may want to purchase additional appending services from them. For example, nonprofit append services also often provide appends for email addresses, geographic locations, employer information, and more.
When it comes to recommendations for where to start, we recommend our team for employer appends. With our comprehensive corporate giving database, nonprofits can easily find their donors’ employers and discover their eligibility for a range of corporate giving programs, including volunteer grants and matching gifts.
More Appending Resources
Demographic data lets you know who your supporters are. With this information, you can better market to your current audience, identify potential supporters, and improve your donor relationships. Demographic appends empower you to gather this information easily and stay updated on your supporters, no matter how your audience grows or changes.
For more resources related to appending, nonprofit data, and supporter relationships, check out these guides:
- Nonprofit Data Collection: How to Gather The Right Insights. Before purchasing an append, take the time to assess your data collection strategy with these best practices.
- Email Appends: How to Unlock Focused Nonprofit Outreach. Email is the time-tested method of staying in touch with your donors. Ensure you never lose touch with an email append.
- Mastering Donor Retention: How to Build a Stewardship Matrix. Now that you’ve gathered supporter data, it’s time to put it to use by engaging with them! Discover how to steward your various donor groups.
