Donors who don’t qualify for an employer match might initially seem like a setback for nonprofits, but this doesn’t always have to be the case. While employer matching gifts programs are an incredible way to amplify donations, there are numerous strategies that can help nonprofits ensure that donations still get doubled. Therefore, it’s important for nonprofits to understand the alternatives available for maximizing donor impact, even when an individual doesn’t qualify for matching gifts through their employer.

In the following post, we’ll explore four effective strategies for nonprofits looking to make the most of their fundraising efforts. These include the following employer match alternatives:

• Alternative #1: Host a challenge match campaign.
• Alternative #2: Look into a spouse or family member match.
• Alternative #3: Advocate for a new employer match program.
• Alternative #4: Encourage recurring gifts (including payroll giving!).

While it’s true that many donors rely on corporate matching gifts to amplify their contributions, there are a variety of ways nonprofits can still maximize their donations, even if a donor isn’t eligible for employee matching gifts. By leveraging creative strategies, nonprofits can turn these situations into opportunities for growth and engagement, helping nonprofits maintain momentum and improve their fundraising outcomes.

Let’s begin with our first recommendation.

Alternative #1: Host a challenge match.

When donors don’t qualify for an employer match, empowering them to turn their initial donation into a challenge match campaign can be an incredibly effective way to encourage giving and motivate other donors. A challenge match works by offering to match donations if certain fundraising goals are met within a specified timeframe.

For example, a major donor might agree to match donations up to $10,000 for a set period, such as a week. This gives supporters an exciting reason to contribute, even if they don’t qualify for a traditional employer match.

Challenge matches are highly effective because they play on the psychology of “matching” to motivate donors to act quickly and contribute more. They introduce a sense of urgency and competition, which can lead to an increase in donations overall.

How to Set Up a Challenge Match

The first step in hosting a challenge match is to find a matching donor. This could be an individual, corporation, or group that wants to incentivize others to give. In this case, it can be the key donor who recently found out they don’t qualify for an employer matching gift program!

Why? A challenge match gives donors the opportunity to double their impact through the nonprofit itself, bypassing the need for an employer’s involvement.

Once you have a matching donor in hand, it’s important to clearly define the terms of the match being offered. Here are some things to consider:

• Matching Amount: Determine how much the matching donor is willing to match, and set a cap if needed.
• Time Frame: Establish a clear timeframe for the match. Will it run for one day, one week, or one month? What happens if your match runs out early? Is there an opportunity to upsell the matching gift donor to increase their match pledge mid-campaign?
• Matching Criteria: Clarify whether the match applies only to new donors or to existing donors as well. Will there be any restrictions on what types of contributions are eligible for the match (e.g., online gifts, event donations)? Additionally, does your organization need to reach the full match goal in order to unlock the funding, or is match funding released as donations are made?

From there, you’ll need a robust marketing strategy to promote your challenge match campaign. We recommend establishing a sense of urgency, making it visual with a fundraising thermometer or progress bar, and sharing the story behind the match. Not to mention, challenge matches often work best when paired with email campaigns, social media promotion, special incentives, and more.

Here’s how one organization promoted its challenge match fundraiser to increase awareness and participation:

Alternative #2: Look into a spouse or family member match.

When a donor doesn’t qualify for an employer match on their own (whether because they are not employed, don’t work at a company with a matching gift program, or don’t meet the specific qualifications), it might feel like a matching gift is completely out of reach. However, before giving up on the idea of additional matching funding, nonprofits should encourage donors to consider the possibility of family member matching gifts. After all, many companies offer matching gift programs that extend beyond the employee themselves, including spouses, dependents, and other family members.

By exploring these available options, nonprofits can uncover additional opportunities to double or even triple a donor’s impact.

For instance, let’s say that a donor named John works for a company that doesn’t offer a matching gift program, but his wife, Jane, works for a company that does. If John makes a donation to your nonprofit, Jane could submit a matching gift request to her employer, thus ensuring that John’s donation is ultimately matched. This provides a unique way to maximize the impact of donations, even when one spouse isn’t directly eligible for a match.

How to Check for Spouse Matching Opportunities

It’s essential for nonprofits to remind donors to check if their spouse’s employer offers matching gifts. As part of your donor communications, consider including a prompt or reminder about spouse matching opportunities. For example, on donation forms or in confirmation emails, you might add a message like:

“Did you know that many companies will match gifts made by you or your spouse? If your employer doesn’t match your donation, check with your spouse’s company to see if they offer matching gifts.”

This simple call-out can help donors think about this additional avenue and could significantly increase the amount of match funding your nonprofit receives. Encourage donors to contact their HR department or benefits coordinator to confirm if their spouse’s company has a matching gift program. Providing a list of well-known companies with matching gift programs in your donor communications (or linking to a matching gift search tool) can help jump-start the conversation and make it easier for donors to inquire about these opportunities.

Many major companies offer matching gifts to both spouses and other family members, though it’s important to remember that each program has different rules, eligibility criteria, and limits. Some notable employers that have been known to offer spouse and dependent matching include CarMax Foundation, Coca-Cola Company, Intel Corporation, and more.

While spouse and dependent matching programs are often overlooked, they can significantly increase the total funding your nonprofit receives if the original donor doesn’t qualify for a match. By encouraging donors to tap into their family members’ eligibility, you’re opening new funding streams that wouldn’t otherwise be available.

Alternative #3: Advocate for a new employer match program.

If a donor works for a company that doesn’t currently offer a matching gift program, that doesn’t mean it never will. In fact, the employer might just need a little nudge to do so, which may make it worth advocating for the introduction of a matching gift program at their business.

Unfortunately, the process of advocating for a new employer match program can seem daunting for individual employees. Still, with the right approach, it can be a highly effective strategy for nonprofits and their donors looking to expand their fundraising opportunities. In other words, an advocate, a donor, or a nonprofit can help bridge this gap by presenting the compelling case for why their employer should establish such a program. By working with the donor to navigate the advocacy process, your organization can open the door to a consistent stream of matching gift opportunities that will continue to generate significant support in the future.

How to Advocate for a New Matching Gift Program

Advocating for a new corporate matching gift program generally involves an existing employee presenting the case clearly, organized, and compellingly. Here are the key steps that nonprofits can guide their donors through when advocating for a matching gift program:

1. Cover the Basics of Matching Gifts: The first step is to help the donor understand how matching gift programs work. This will ensure they can clearly explain the concept to their employer and make an informed case. Knowing how these programs operate helps build the foundation for a successful advocacy effort.

2. Explain the Benefits to the Employer: Advocating for a matching gift program benefits the nonprofit and the donor and provides several advantages to the company. Donors should emphasize these benefits when communicating with their employers. The added employee engagement and retention, as well as the positive impact on brand image and overall sales, are key selling points that can help convince decision-makers to establish a program.

3. Provide Examples of Companies with Matching Gift Programs: To further bolster their case, donors can highlight examples of well-known companies that already have matching gift programs in place. Showing that competitors or similar businesses within the industry are already offering matching gifts can serve as social proof and motivate employers to keep up with the trend.

4. Share Resources to Streamline Program Development: Many employers may hesitate to start a matching gift program because they worry about the time and effort required to manage it. To address this concern, nonprofits can share resources that streamline the process. For instance, Double the Donation offers a step-by-step guide to establishing a matching gift program, including setting up submission processes, determining eligibility criteria, and tracking donations. Sharing such resources (including recommended CSR management platforms) makes it easier for companies to implement the program and ensures it runs smoothly.

5. Use a Template to Communicate the Request: To make the process easier, donors can use a template letter (such as the one in this guide) to request that their company launch a matching gift program. A well-crafted template will ensure that the message is clear, professional, and persuasive, increasing the chances that the request will be taken seriously.

All in all, advocating for a new matching gift program at an employer can be a game-changer for nonprofits, unlocking a new stream of funding and expanding the reach of their fundraising efforts. This not only benefits the individual donor but also strengthens the long-term partnership between the nonprofit and the company, helping both sides maximize their impact on the causes they care about.

Alternative #4: Encourage recurring gifts (including payroll giving!).

When a donor doesn’t qualify for a workplace matching gift program, it might seem like all options for amplifying their donation are exhausted. However, just because they can’t participate in one type of workplace giving program doesn’t mean they can’t participate in another. One valuable alternative is encouraging donors to set up recurring gifts, including payroll giving, which can significantly benefit both the donor and the nonprofit.

Recurring gifts are donations that are automatically charged to a donor’s credit card or deducted from their paycheck on a regular basis, such as monthly, quarterly, or annually. Even if a donor doesn’t qualify for a matching gift through their employer, they can still give in a consistent, impactful way that extends their contribution over time.

In fact, encouraging recurring donations, including payroll giving, is an excellent strategy for nonprofits, as it provides sustainable, predictable revenue streams. When donors commit to giving regularly, they ensure their support for your cause extends far beyond a single contribution. This provides nonprofits with a steady flow of funds to support ongoing programs, plan for future initiatives, and maintain organizational operations without the constant need to raise new funds.

How to Encourage Recurring and Payroll Gifts

To effectively encourage recurring and payroll giving, nonprofits should clearly communicate the benefits of these giving methods to their donors. This could include:

• Highlighting the ease of payroll giving: Emphasize how simple it is to set up payroll deductions and how it allows donors to give automatically without having to remember to make regular payments. Providing clear instructions on how to set up payroll giving through an employer is key.

• Promoting the long-term impact of recurring gifts: Donors may be more inclined to commit to recurring gifts if they understand the significant impact of their contributions. For example, a donor who gives $10 per month is contributing $120 annually, which can make a substantial difference when aggregated with contributions from other recurring donors.

• Offering donor recognition for recurring and payroll gifts: Donors who commit to recurring donations should be recognized for their continued support. This not only acknowledges their contribution but also strengthens their sense of belonging and engagement with the organization.

Take a look at how Pets for Patriots promotes the payroll giving opportunity on their website:

Encouraging recurring gifts, including payroll giving, is a highly effective way to maximize donations when donors don’t qualify for workplace matching programs. These giving options provide nonprofits with a reliable and predictable revenue stream, enabling better financial planning and long-term sustainability. They also deepen the relationship between donors and organizations, ensuring that contributions continue to have a lasting impact.

Wrapping Up & Next Steps

When donors don’t qualify for an employer match, it’s essential to understand that there are still numerous ways for them to maximize their contributions. By implementing strategies such as challenge matches, leveraging family member matching opportunities, or even advocating for new employer programs, nonprofits can sustain their fundraising momentum in the long run.

These alternatives not only help maximize the individual’s impact but also create long-term engagement and loyalty.

Interested in learning more about how you can maximize your fundraising? Check out these recommended resources:

• Types of Fundraising Matches Your Org Should Think About. Donor not eligible for corporate matching gifts? See how these other fundraising match types can help unlock additional support for your organization.
• How to Advocate for a Matching Gift Program to Your Employer. Just because a company doesn’t currently match donations doesn’t mean it never will. Sometimes they just need a push, and advocating for a program can be the right way to do it!
• Winning Workplace Giving Strategies & How to Leverage Them. There’s more to workplace giving than just matching gifts! Learn how ineligible donors can expand their impact through payroll giving, volunteer grants, and more.

Creating a strong matching gift strategy can be a game-changer for your nonprofit’s fundraising success. After all, matching gifts offer a simple, high-ROI way to increase revenue without asking donors to give more out of pocket. Yet many organizations leave this opportunity untapped due to a lack of awareness, process, or technology.

Don’t let that be you! Take the time to build a plan that works for your team. This guide breaks down the exact steps you need to take:

• Step #1: Build your knowledge of matching gifts.
• Step #2: Audit your current state + set goals for improvement.
• Step #3: Secure buy-in for matching gifts.
• Step #4: Invest in the right matching gift solution.
• Step #5: Integrate matching gifts with your fundraising tools.
• Step #6: Automate donor follow-up outreach.
• Step #7: Implement a matching gift tracking system.
• Step #8: Develop a comprehensive communications plan.
• Step #9: Acknowledge and steward matching gift donors.
• Step #10: Analyze performance and optimize your strategy.

Whether you’re starting from scratch or refining your existing efforts, you’ll learn how to turn matching gifts into a sustainable and scalable revenue stream for your mission. Let’s begin!

Step #1: Build your knowledge of matching gifts.

Building a robust knowledge of matching gifts is the first step toward implementing an effective strategy. Why? Tons of companies participate in matching gifts, and the processes, eligibility criteria, and matching ratios can vary significantly. To build participation in the programs, it’s essential for your nonprofit to have a solid understanding of how they work.

Therefore, kick off your matching gift strategy by familiarizing your team with the general experience. This should include…

• The process: Employees donate to your nonprofit, then submit a matching gift request to their employer. If the employer participates in matching gifts, they will contribute a matching donation, often at a 1:1 ratio, although some companies (like Coca-Cola, Johnson & Johnson, and Soros Fund Management) match at a higher rate.
• Who qualifies: While most full-time employees qualify for matching gifts, retirees, spouses, and board members might also be eligible, depending on each company’s policy. Some programs match individual donations, while others may only match specific types of donations, such as payroll gifts or those made through their workplace giving platform.
• Submissions and deadlines: Employers often have their own matching gift submission portals with dedicated request forms (and deadlines by which they must be completed), so it’s essential to be familiar with the information donors must submit.
• Leading employers: Do some research to see which companies in your network already match gifts. Lists like this one can help!

This foundational knowledge is essential for crafting a strategy that includes educating your team, donors, and board members about matching gift opportunities. The more informed your organization is, the more likely you are to identify and leverage every possible matching gift opportunity.

Ready to get started? Double the Donation’s Matching Gift Academy ($199/year or free for existing users) can be an invaluable resource. This online learning platform provides a complete overview of corporate matching gifts, and can supply an excellent opportunity for nonprofit teams to learn more about and kick off the programs.

Step #2: Audit your current state + set goals for improvement.

Before you begin building or refining your matching gift strategy, it’s crucial to audit the current state of your efforts. This will enable you to measure existing wins (if any) and identify gaps, areas for improvement, and opportunities for growth.

As you begin, we recommend asking yourself (or your team) the following questions:

• Are matching gift opportunities clearly highlighted on your website, including your ‘Ways to Give’ feature and a dedicated matching gifts page?
• Do your donation forms currently request employer information from donors? Do they mention the potential for matching gift opportunities?
• Do you inform donors about matching gift opportunities on your thank-you pages, receipts or acknowledgments, and other communications?
• Are there any roadblocks or friction points in the matching gift process that might be discouraging donors from completing their submissions?
• How are you tracking matching gift information? Is it easy to follow up with donors who may have eligible gifts?

Take a look at Save the Children’s analysis of their previous and current state matching gift pages:

Ready to improve your own efforts? Get started with our free matching gift checklist. Download it below!

After identifying current strategy gaps, it’s time to implement specific, measurable, attainable, relevant, and timely goals for improvement (also known as SMART goals).

For example, you might want to:

• Ensure that every donor receives a follow-up email or message regarding matching gift opportunities within 24 hours of receiving their initial donation.
• Improve donor participation by 20% before the end of the calendar year.
• Increase the number of match-eligible donations submitted by 50% within the quarter.

By setting clear, actionable goals, you can track progress, measure success, and make any necessary adjustments to your strategy.

Step #3: Secure buy-in for matching gifts.

Securing buy-in for your matching gift strategy is a critical step in ensuring its success and long-term sustainability. Without support from both leadership and other team members, it becomes difficult to implement the necessary tools, dedicate resources, or build an organization-wide culture that promotes matching gifts.

Securing Leadership Buy-In

Firstly, leadership support is crucial to securing the resources and organizational commitment necessary to make your matching gift strategy effective. Here’s how you can ensure your executive team is fully invested in the process:

• Frame matching gifts as a strategic opportunity. Clearly demonstrate that matching gifts represent “free money” for your nonprofit. Use data-driven insights (such as the ROI expected from such a program) to highlight how much funding your nonprofit could be missing out on by not fully leveraging matching gifts. Executives care about measurable results, and showcasing how a small investment can yield a substantial return will make a compelling argument. Not to mention, a matching gift strategy is especially relevant today as more and more companies are rolling out new giving programs.
• Align matching gifts with your broader strategy. Whether your focus is on diversifying revenue, increasing retention, or strengthening corporate partnerships, matching gifts can serve as a valuable tool for doing so. Aligning matching with organizational priorities (whatever they are) ensures that your efforts are perceived as a critical component of your fundraising efforts.
• Showcase nonprofit success stories. Real-world success stories provide concrete evidence of how matching gifts can benefit your organization’s bottom line. If your organization (or similar organizations) has seen positive results from matching gifts, share these outcomes with leadership to help visualize the impact and encourage them to commit to the initiative. If you work for a food security organization, for example, try highlighting insights from Capital Area Food Bank. If you run a local pet shelter, incorporate stats from the SPCA of Texas.
• Emphasize the scalability and sustainability of matching gifts. Unlike other strategies that require high-touch, ongoing effort, matching gifts can often be automated once systems are in place. This allows your program to grow without requiring significant additional resources, making it a smart, long-term investment.

Once you’ve made your case, it’s crucial to communicate how leadership can help. Clearly articulate what you need to make your matching gift strategy successful, whether it’s funding for software, cross-departmental collaboration, or dedicated time in strategic planning sessions. The more specific your request, the easier it is for leadership to endorse and champion the initiative.

Securing Team Member Buy-In

While leadership buy-in is crucial, your matching gift strategy truly comes to life when team members are actively engaged and committed. Here’s how to get your whole team on board and ensure they actively support the matching gift process.

• Demonstrate the impact of matching gifts. Encourage staff to see that matching gifts are a way to double donations without asking donors to give more money. When team members understand the value of matching gifts and how they directly contribute to revenue, they are more likely to prioritize these opportunities in their day-to-day work. You can even demonstrate how these programs impact individual team members in reaching their goals or achieving their job priorities!
• Ensure that everyone knows their role in the process. For example, marketing staff can incorporate reminders about matching gifts into email campaigns and newsletters, while fundraisers can actively inquire about matching gifts during donor conversations, and data managers can ensure that employer information is accurately captured in the platform. Even your hands-on volunteers can play a part!
• Equip your team with simple, repeatable resources that make promoting matching gifts easy. For example, provide them with email templates and call scripts that highlight matching gift opportunities, FAQs for addressing donor questions, and access to matching gift lookup tools to help donors easily find out if their employer matches gifts. The easier you make it for your team to discuss and promote matching gifts, the more likely they will be to integrate them into their regular workflows.
• Embed matching gifts into the fabric of your nonprofit’s culture. Ensure that matching gift education is included in the onboarding process for new staff, added to campaign planning checklists, and regularly discussed in team meetings.

When everyone, from leadership to key volunteers, is aligned and actively engaged, your matching gift strategy will become a powerful engine for increased revenue and deeper relationships.

Step #4: Invest in the right matching gift solution.

By adding a matching gift solution to your nonprofit tech stack, you can tap into additional revenue streams with ease, engage donors more effectively, and ultimately expand your fundraising efforts with little to no added effort required. And the good news is that once you have leadership on board, you’ll likely have clearance for a matching gift technology budget. With that, however, comes selecting the right solution to track, manage, and automate your matching gifts.

As you initiate your search, look for a matching gift software solution that offers the following features:

• Access to a matching gift database: This feature enables you to identify employers that offer matching gift programs (as well as additional giving initiatives like volunteer grants and payroll giving) and view the specific eligibility requirements for each.
• Ready-built integrations: Select a solution that integrates seamlessly with your existing donor management system (CRM) and fundraising platforms to ensure all data is synchronized and you have a clear view of match-eligible donations.
• Email automation tools: The ability to automatically send follow-up emails to donors and remind them to submit a matching gift request can significantly increase participation without placing a strain on your team.
• Analytics and reporting: Ensure that the platform can generate detailed reports that demonstrate the effectiveness of your matching gift program. This should include total match-identified dollars, number of matches submitted, overall donor engagement level, and more.

All in all, an efficient matching gift solution reduces manual effort and increases the likelihood of securing matched donations, allowing you to scale your program effectively.

As you search, don’t forget to read reviews from other organizations that have experience with the tools! re: Charity, for example, offers a detailed comparison of top matching gift software providers, making it easy to take your pick. (Hint: Double the Donation is trusted by 6,000+ nonprofits and schools, with a Google rating of 4.9!)

Step #5: Integrate matching gifts with your fundraising tools.

Integration is key to ensuring a seamless and efficient matching gift process. When you integrate your matching gift platform with your donation forms, CRM, and other fundraising tools, you make it easier for both donors and staff to engage with the program.

Here’s how to integrate matching gifts into your existing fundraising process:

• Donation forms: Make it easy for donors to indicate their eligibility for matching gifts by including an employer field on your donation forms. You can even add a link or automatic lookup feature to help donors identify if their employer offers a matching gift program by integrating your matching gift software with your donation form provider! Plus, add an actionable plugin widget to your confirmation page to guide their next steps toward a match.
• CRM: Send data directly from your CRM or donor database to your matching gift platform to ensure donor information (including for offline givers) is up to date and that no match-eligible donations are overlooked. All you need to do is connect your CRM to your selected matching gift platform and ensure the flow of information is set.
• Peer-to-peer fundraising platforms: Allow participants to easily display and promote matching gift opportunities on their personal fundraising pages by integrating an employer lookup tool and providing a field to input employer information, making it simple for donors to determine if their donation is eligible for a match.
• Event software: During event registration, add a section where attendees can enter employer information and be provided with immediate access to matching gift instructions or links, ensuring matching opportunities are top-of-mind when they register to attend or donate.

Here’s an example of a matching gift-enabled donation page from La Salle University!

By integrating these tools, you’ll create a seamless matching gift experience for both your donors and your team, driving higher engagement and improving your ability to track and process matches.

Step #6: Prioritize follow-up donor outreach.

When it comes to maximizing participation in matching gifts, regular, relevant outreach is a must. Therefore, it’s important to include matching gifts in your email cadences. Such messages can include instructions for submitting a match, links to their employer’s request portal, and reminders about the impact of their donation being multiplied. These kinds of emails help you keep your organization and its fundraising needs top of mind for donors, enhance the overall supporter experience, and provide targeted information to drive additional match submissions.

Here’s how you can make the most of your donor outreach:

• Go Beyond Templated Language: Feel free to start with a pre-written email template. However, you’ll want to adjust any provided messaging to match your nonprofit’s tone and voice. Some platforms will also allow for dynamic elements, such as the individual’s donation amount or matching company, to make it feel more personal and compelling.
• Incorporate Relevant Imagery and Design: Try customizing the color scheme and imagery of your emails to align with your nonprofit’s brand. Visuals that reflect your organization’s mission or the specific campaign the donation supports can increase donor engagement and participation.
• Set the Right Timing: Schedule emails to be sent at optimal times. For instance, an initial email can go out immediately after a donation, followed by a reminder a few days later if the matching gift request hasn’t been submitted. Adjust the timing and frequency of reminders based on donor behavior to increase the likelihood of match submissions.

Managing effective donor outreach on your own can seem overwhelming. Luckily, once donor information starts flowing in through your integrated fundraising systems, configuring automated emails within your matching gift platform ensures that no opportunity is missed. With a few simple steps, you can send high-impact emails to your donors at the right time, without any added manual effort.

By automating donor outreach through your matching gift platform, you streamline the process and ensure that your donors receive timely, compelling, and personalized messages that drive action, all while saving your team valuable time and resources.

Step #7: Implement a matching gift tracking system.

A successful matching gift strategy relies heavily on an effective tracking system, ensuring that all match-eligible donations are followed up on, processed, and successfully submitted by donors to their employers.

With proper tracking in place, you can easily monitor each match’s progress, helping optimize your efforts and maximize revenue. Here’s how to create an efficient matching gift tracking system:

• Incorporate Real-Time Monitoring: Set up your system to track the status of each matching gift request as it progresses. You should be able to monitor whether donors have submitted their matching gift requests and easily identify any next steps in the process.
• Make it Easy for Donors to Provide Updates: After a donor initiates a match request with their employer, it should be easy for them to provide an update to your fundraising team. One way to do this is by incorporating trackable, clickable buttons in donor outreach emails. When an individual clicks to confirm that they’ve started the process, Double the Donation can automatically update their status in the backend, helping you keep track of where they are without needing to manually check in.
• Don’t Forget to Follow Up: Implement scheduled reminders to nudge donors about the status of their match or encourage them to submit a request if they haven’t done so already. Automated reminders like these ensure that no match request slips through the cracks and that donors stay engaged throughout the process.
• Leverage Comprehensive Reporting: Your tracking system should generate detailed reports that provide insight into the success of your matching gift program. These should include KPIs such as the number of matches submitted, the total matching gift dollars identified, and the conversion rates from eligible donors to completed matches.

By implementing a matching gift tracking system with real-time monitoring, automated reminders, and in-depth reporting, you can streamline the matching gift process, ensure no opportunities are missed, and easily track your program’s progress. This also allows you to address any issues quickly, helping you “unstick” any matches that may be delayed.

Step #8: Develop a comprehensive communications plan.

A well-rounded communications plan is crucial for driving awareness of your matching gift program. Beyond donation forms and follow-up emails, it’s essential to integrate matching gift messaging across as many touchpoints as possible.

The more you make matching gifts visible, the more likely donors are to take advantage of the opportunity.

Here’s how to incorporate matching gift messaging into your communication channels:

• Create a Matching Gift Web Page: Develop a dedicated page on your website that clearly explains matching gift opportunities. Include information about how matching gifts work, instructions on how to request a match, and a searchable employer database or links to popular programs. This page will serve as the go-to resource for donors. Check out this example from the Humane World for Animals to inspire your own asset!
• Regularly Schedule Social Media Posts: Share information about matching gifts on your social media platforms (whether that’s Facebook, LinkedIn, Instagram, or even TikTok!) on a regular basis. Think: at least once a month. Highlight success stories, demonstrate matching gifts’ impact, and encourage followers to check if their donation can be matched. Be sure to include a call-to-action with a link to your matching gift page for more details.
• Make Space in an Email Newsletter: Include matching gift reminders and information in your regular email newsletters. Whether it’s an entirely matching gift-focused email blast or a feature within a general newsletter, be sure to include a section highlighting matching gifts, and always include a link to your matching gift page for easy access.
• Send a Text Message: Text marketing is a quick and direct way to engage donors. Send out periodic text messages to remind donors about matching gift opportunities, especially during key donation periods. Include a link to your (mobile-friendly!) matching gift page and a simple prompt encouraging donors to check if their employer matches gifts. Here’s an example of how Save the Children leveraged text messaging for matching gifts:

By ensuring that your matching gift information is prominently featured across key channels, you can keep matching gifts top-of-mind for donors and significantly increase the likelihood of participation.

Step #9: Acknowledge and steward matching gift donors.

A key aspect of maintaining long-term donor relationships is showing gratitude for their contributions, especially when they’ve gone the extra mile to submit a matching gift. Proper recognition of matching gift donors can encourage continued support and increase participation in future campaigns.

Consider the following ways to steward your relationships with matching gift donors:

• Personalized Thank-You Notes: After a matching gift has been successfully processed, send personalized thank-you messages to both the donor and their company. Acknowledge their generosity and explain how their contribution will impact your nonprofit’s mission.
• Public Recognition: Consider recognizing matching gift donors in your annual reports, newsletters, or on your website with a dedicated donor wall. Public recognition can motivate other donors to participate in matching gift programs through social proof, too!
• Donor Impact Reports: Provide matching gift donors with reports or updates that show how their contributions (both original and matched) are being used. This reinforces the value of their donations and helps them feel connected to their giving outcomes.
• Encouraging Additional Workplace Giving Involvement: Empower matching gift donors to take their support to the next level by participating in their company’s volunteer program, making a payroll deduction gift, or advocating for an internal fundraising campaign. Most matching gift companies (including Disney, Verizon, Microsoft, and Allstate, to name a few) offer more than one workplace giving program, so it’s easy to encourage deeper engagement.

By focusing on relationship-building and personalized recognition, your nonprofit can increase donor loyalty, foster long-term giving, and create more opportunities for matching gifts.

Step #10: Analyze performance and optimize your strategy.

After putting all the pieces of your matching gift strategy in place, it’s essential to continuously assess its effectiveness. Analyzing performance and optimizing your strategy allows you to identify what’s working and what areas need improvement.

As previously mentioned, you should be tracking key metrics such as match revenue growth, donor participation, submission and completion rates, and more. Now, it’s time to use those insights to optimize your matching gift program.

For example, if you notice low participation rates among a specific donor segment, consider adjusting your messaging or offering additional guidance to encourage them to get involved. Meanwhile, if you notice that donors who give through specific channels (e.g., peer-to-peer fundraising or event-based donations) have lower matching gift participation compared to those who donate via direct online forms, this could signal that matching gift opportunities aren’t being highlighted effectively within those channels.

All in all, regular evaluation and continuous improvement will ensure that your matching gift strategy evolves with the needs of your donors and the capabilities of your nonprofit.

Wrapping Up & Additional Resources

Building a comprehensive matching gift strategy is a smart, high-impact way to boost your nonprofit’s revenue and deepen donor relationships. From educating your team and stakeholders to automating processes and communicating effectively with donors, every step contributes to an overall strategy that maximizes the potential of corporate matching gifts.

By following the steps outlined above, your nonprofit can establish a sustainable revenue stream that complements your regular fundraising efforts. As you continually optimize and refine your strategy based on data and feedback, you’ll increase the success of your matching gift efforts year after year.

Ready to learn more about corporate matching gifts and how they can fit into your overarching fundraising strategy? Check out these additional resources:

• Top 20+ Matching Gift Companies: Leaders in Corporate Giving. Kick off your matching gift research with this list of more than twenty employers that offer matching gifts. Find out if your donors work for these businesses!
• How to Market Matching Gifts: An FAQ Guide for Nonprofits. A big part of any successful matching gift strategy is the marketing efforts it contains. Explore the complete guide to marketing matching gifts here.
• Free Download: Double the Donation’s Matching Case Studies. Learn from organizations that have implemented these matching gift strategies. Browse our complete case study compilation to see examples of real-world success.