Learning Center Archives - Double the Donation

Legacy Plan vs. 360MatchPro [Why Your Team Should Upgrade]

Note: This guide contains an analysis of Double the Donation’s Legacy Plan vs. 360MatchPro intended for existing users of Double the Donation’s Legacy Plan.

If you’re interested in getting started with 360MatchPro and do not already have an account, click here to get a demo of our best-in-class matching gift automation platform.

Our Legacy Plan users are some of Double the Donation’s most loyal and dedicated customers. At one point, our embedded plugin tool was considered groundbreaking technology. Over the years, we’ve worked to develop and finetune our software, and 360MatchPro was born.

As our focus continues to move exclusively toward developing the best automation solution we can within 360MatchPro, however, we don’t want our existing Legacy Plan accounts to get left behind.

That’s why we recommend that all Legacy Plan users make the switch to 360MatchPro.

In this guide, we’ll discuss the transition as we go through the following topics:

Does Double the Donation still offer the Legacy Plan?
What is 360MatchPro?
Key Differences | Legacy Plan vs. 360MatchPro
Insights From Orgs That Upgraded From Legacy Plan to 360MatchPro
How to Upgrade Your Account

Ready to learn more about the widespread advantages of Double the Donation’s 360MatchPro⁠—and how your team can benefit from a subscription upgrade?

Let’s dive in with the basics.

Does Double the Donation still offer the Legacy Plan?

Previously known as the “Premium Plan,” Double the Donation’s Legacy Plan was discontinued in October 2021. Though no new subscriptions were sold after this date, organizations already using the tool are still able to leverage the plugin in their fundraising efforts for the time being.

A lot went into the decision to sunset the Legacy Plan offering. Key reasonings included a widening gap between the results produced by the Legacy Plan and 360MatchPro, as well as a desire to shift our focus to innovative automation through the latter platform.

This brings us to the next question…

What is 360MatchPro?

360MatchPro is Double the Donation’s flagship product⁠—a complete matching gift automation solution. This platform incorporates the matching gift plugin tool commonly associated with the Legacy Plan but goes several steps further to identify and pursue matching gifts.

Specifically, 360MatchPro incorporates:

A multi-faceted approach to uncovering match-eligible donors;
Timely and personalized follow-up email cadences;
Complete branding and personalization options;
Optimized data reporting and synchronization.

With 360MatchPro, more matching gifts are driven to completion, resulting in substantial corporate and overall fundraising revenue growth for its users. And the entire process is automated for nonprofits and their donors, producing an optimized matching gift experience for everyone involved⁠.

This provides organizations with more time to devote to the most lucrative opportunities without worrying about potential matches slipping through the cracks.

Key Differences | Legacy Plan vs. 360MatchPro

360MatchPro includes everything offered by Double the Donation’s Legacy Plan, plus innovative new features that bring nonprofit and educational fundraising to new heights.

Key Feature	Legacy Plan	360MatchPro
Hosted Matching Gift Page	✓	✓
Matching Gift Plugin	✓	✓
High-Level Summary Statistics	✓	✓
Fundraising Platform Integrations	✗	✓
Automated Email Streams	✗	✓
Matching Gift Auto-Submission	✗	✓
Detailed Analytics Dashboard	✗	✓
CSV Data Import	✗	✓
Company Exclusions	✗	✓
Advanced Customization Settings	✗	✓

Additional differences between the two subscription plans include…

Matching Gifts Within the Donation Process

Instead of taking a passive approach to matching gift promotions, such as with the Legacy Plan, 360MatchPro integrates gift-matching directly within the donation experience itself.

Specifically, the automation system empowers fundraisers to ⁠—

1. Collect donor employment information within the donation form with an embedded company search tool.

Bonus: Donors who know their gifts will be matched are more likely to increase the size of their contribution—resulting in a 51% increase in average gift amount when matching gifts are mentioned.

360MatchPro sample donation page

2. Provide employer-specific matching gift guidelines and forms from our comprehensive matching gift database directly on the donation thank-you screen.

This catches donors at their highest level of engagement where they’re most likely to pursue actionable next steps outlined on the page.

360MatchPro sample confirmation screen

This strategy makes the most of donor engagement at its highest level⁠—while individuals are actively giving to support your cause⁠—essentially incorporating matching gifts as a direct extension of the initial donation experience.

Automated and Customized Follow-Up Emails

Based on the information collected during the giving process, 360MatchPro automatically triages donors based on likely match eligibility and triggers targeted follow-ups accordingly.

These post-transaction email communications provide personalized program details and next steps⁠. This often includes minimum and maximum donation amounts, qualifying nonprofits and employees, submission deadlines, direct links to online request forms, and more.

Here’s an example of what an organization’s match emails might look like:

Automated matching gift outreach is a great way to remind donors of their match eligibility, encourage them to take the next steps, and guide them through the process. Not to mention, it provides an easy way for donors to update their request status so your team can better track matches to completion and more accurately forecast incoming revenue.

70+ Fundraising Software Integrations

Another fundamental advantage of 360MatchPro is that it integrates directly with nearly all of the most popular donation tools, CRMs, and peer-to-peer fundraising platforms out there. This makes it easier than ever for nonprofits and educational institutions to incorporate matching gifts in every phase of the fundraising process.

And if we don’t already integrate with your favorite giving solution? Don’t worry⁠—we’re developing new partnerships every day. Not to mention, there’s still a lot you can do with 360MatchPro, even without a native integration with your fundraising software.

Exclusive Matching Gift Auto-Submission Functionality

If your team is looking for innovative ways to streamline the matching gift experience for your donors, auto-submission is the new feature you’re looking for.

By enabling matching gift auto-submission functionality, exclusively available through Double the Donation’s 360MatchPro in partnership with corporate giving software providers, matching has never been easier.

Now, donors employed by select participating companies can submit their matching gifts directly from their favorite organizations’ confirmation screens. From there, 360MatchPro handles the documentation behind the scenes, providing companies with the information they need to review, approve, and pay out match requests.

This breakthrough process removes some of the most common roadblocks to matching gift completion, making corporate matching more accessible than ever before. Your donors will thank you, and you’ll have the additional match revenue to back it up, particularly as we continue to roll out the functionality for more donors and employers.

Elevated Matching Gift Conversion Rates

More corporate matches are submitted and received by donors and organizations utilizing 360MatchPro than any other matching gift solution—including Double the Donation’s Legacy Plan.

As supporters walk through the initial donation and subsequent matching gift processes, 360MatchPro is known for driving individuals further down the respective funnels. All in all, users see more individual donation revenue in addition to elevated matching gift success.

Check out the detailed findings below in a visual depiction of Double the Donation’s Legacy Plan vs. 360MatchPro:

More In-Depth Data Reporting

Though the Legacy Plan provides access to birds-eye view statistics, such as the top companies searched in an organization’s matching gift plugin, 360MatchPro brings the scope of matching gift data reporting to a new, comprehensive level.

Pictured in a sample dashboard below, 360MatchPro empowers fundraisers with smart insights into their current matching gift efforts as well as lucrative opportunities for expanding initiatives.

This 360-degree view includes analytics such as:

Total revenue, number, and percentage of donations marked as match-eligible
Total revenue, number, and percentage of matching gifts submitted
Total revenue, number, and percentage of verified matches received
Email delivery, open, and click rates

Plus, you can sync your data—donation records, employing companies, match statuses, etc.—back to your donor management system to get the most out of the information you’ve uncovered.

Insights From Orgs That Upgraded From Legacy Plan to 360MatchPro

Don’t just take our word for it! Check out these findings from a recent analysis of fundraising organizations that made the switch:

Over 26 million individuals work for companies with matching gift programs⁠—and 5-15% of individual contributions are marked as match-eligible.
Without automation, more than 78% of donors are unaware if their company offers a matching gift program. An additional 16% know their company has a program but lack knowledge regarding eligibility criteria and submission processes.
Moving from the Legacy Plan to 360MatchPro allows users to proactively promote matching gifts, resulting in nearly 10% of an organization’s gifts being matched annually.
Clients that upgrade from the Legacy Plan to 360MatchPro identify 4-5x more match-eligible donors by streamlining matching gifts into the donation flow.
Upgrading to 360MatchPro from the Legacy Plan results in an average of 35-50% growth in match revenue in the first year.
360MatchPro’s automated matching gift emails boast a 51% open rate, which is approximately 2x the average nonprofit email open rate.
Email domain screening, which is one component of 360MatchPro’s identification process for match-eligible donations, can result in a 1% increase in total revenue for nonprofits.

360MatchPro brings matching gift opportunities directly to your donors, funneling in corporate revenue that had previously been slipping through your fingertips. And more than 70% of the largest nonprofits are already employing the solution!

How to Upgrade Your Account to 360MatchPro

Ready to upgrade your account? It’s easy!

To upgrade your subscription from the Legacy Plan to 360MatchPro, please submit a support ticket. You’ll want to include the following information to streamline the process:

The username or primary email address on file. (If you don’t have this information, please provide the name of your organization so we can locate your account)
A request stating, “Please upgrade my account from the Legacy Plan to 360MatchPro.”
An indication that you understand there will be a prorated charge to upgrade.

From there, we’ll process the request, following up via email and connecting you with an Account Executive. Our team will work to fit your organization with the right plan for your needs. Then, we’ll get you up and running with 360MatchPro as soon as possible.

You’ll be matching more gifts than ever in no time. And you can sit back and watch it happen⁠—while attending to more pressing mission matters⁠. That’s thanks to the magic of automation!

Top Matching Gift Practices | Actionable Insights & Examples

March 7, 2023/in Learning Center, Marketing Strategies, Learning Center /by Adam Weinger

Nonprofits, schools, and other fundraising groups are always on the lookout for new and improved ways to fund their missions. Corporate matching gifts offer an excellent fundraising lift, but many organizations have an underdeveloped strategy for pursuing this funding source. That’s why we recommend taking a look at matching gift practices from nonprofits that are already seeing high levels of success.

Recent findings have analyzed the highest revenue-generating peer-to-peer-based fundraisers and compiled a number of top strategies followed by each. Based on the report, we’ve created our own list of matching gift best practices that we suggest nonprofits employ:

Understand the importance of matching gifts in overall fundraising.
Establish a plan to drive matching gift participation in fundraising efforts.
Create a detailed and easily accessible matching gift page.
Incorporate matching gifts within the donation form.
Provide company-specific program details on the confirmation screen.
Send personalized matching gift emails post-transaction.
Leverage innovative matching gift software.

Over the course of this guide, we’ll provide actionable insights and real-world examples of fundraisers having successfully implemented these practices. In the end, we hope that these exemplary organizations and practices will inspire you to take your matching gift program to the next level.

1. Understand the importance of matching gifts in overall fundraising.

The first step in optimizing your matching gift fundraising plan has to do with understanding its value. After all, when you (and your team) know why you’re doing what you’re doing to pursue matching gift opportunities, you’ll tend to be more motivated to see results.

So here’s why. The benefits of matching gifts for nonprofits are generally threefold ⁠—

Increased corporate philanthropy funding. One of the most apparent advantages of matching gift programs is the corporate match donations that an organization receives. Think of it like the “free” part of a “buy one, get one free” promotion. When donors participate, they funnel additional corporate revenue from their employing companies to your organization. And doing so produces substantial results!
Increased individual giving revenue. Not only do matching gift programs increase nonprofit fundraising by making more corporate funds available, but they also elevate individual giving in a few key ways. In fact, Double the Donation research reports that over 84% of survey participants are more likely to donate, and 1 in 3 donors would contribute a larger amount if matching is applied to their donation.
Increased donor engagement. Nonprofits that employed strategic matching gift follow-ups saw up to 6x more post-donation engagement opportunities. Each outreach message is another chance to keep your cause at the top of donors’ minds for longer. This encourages supporters to get further involved with (and make a larger impact on) your organization without reaching back into their own wallets.

All in all, fundraising research demonstrates a positive correlation between matching gift practices and overall fundraising success.

Check out this graph from the Top Nonprofits report that illustrates the finding, with each point representing a top P2P event according to its total revenue and matching gift score:

This shows us that the more developed an organization’s matching strategy, the higher fundraising revenue they can expect. And at the same time, the higher the fundraising revenue an organization sees, the more developed its matching gift strategy likely is.

In other words, exploring matching gift practices like the ones outlined below typically produces multi-faceted fundraising success.

2. Establish a plan to drive matching gift participation in fundraising efforts.

Once you understand the value of matching gifts⁠, it’s time to begin developing (and/or finetuning) your plan to maximize the funding source. Why?

Another key finding from the Top Nonprofits report saw that 100% of the P2P Top 30 fundraisers have some sort of dedicated matching gift strategy in place. While the extent of their efforts varies from one organization or event to the next, the fact that every nonprofit that made the list incorporated matching gifts in their fundraising plan in one way or another remains significant.

Follow these leading organizations’ examples and be sure that your team takes the time and effort to establish a well-thought-out plan regarding corporate matching. For the best results, we recommend incorporating the rest of these impactful matching gift practices pursued by the top fundraising organizations in your overall strategy.

3. Create a detailed and easily accessible matching gift page.

As a nonprofit fundraiser, you likely understand that your organization’s website is one of your most valuable assets for marketing, donor engagement, and more. It makes sense that you’d want to use that resource to promote matching gifts to your audience⁠.

Hosting a dedicated matching gift web page is one of the best ways to do so⁠—and 93.3% of the P2P Top 30 agree!

Let’s take a look at an inspirational example from one of the Top 30 fundraisers included in the study⁠.

Here’s what this organization did well in its matching gift web page:

Shared a brief explanation of matching gift programs and their value for donors and nonprofits;
Embedded an auto-completing matching gift database search tool, providing access to tens of thousands of companies’ matching gift program guidelines with a few clicks;
Overviewed the process involved for donors to get their gifts matched on behalf of the organization;
Provided contact information often required in donors’ submission forms, ensuring everything they need is all in one, readily available hub;
Ensured the page was easily accessible from the website’s main “Get Involved” tab.

The organization even provided an additional tab on its workplace giving page that targets potential corporate sponsors, highlighting details such as the number of companies involved, matching donations made, and total revenue raised through such programs.

4. Incorporate matching gifts within the donation form.

We’ve long stated that including matching gifts directly within the donation experience itself is one of the best ways to get the ball rolling for donors. And if the fundraisers whose practices were analyzed during the research report are any indication, many top nonprofits agree.

For one, a donation page provides an excellent opportunity to collect much-needed employment information from donors. Once you have this data, your team can then trigger targeted communications to drive more matches to completion.

Plus, simply mentioning matching gift opportunities within your online form allows your donors to begin familiarizing themselves with the idea of the programs as early as possible.

Here’s one organization that made the most of its online giving page to promote matching gifts.

Here’s what this organization did well on its donation page, specifically in regard to matching gifts:

Established a dedicated section within the form, clearly labeled “Matching Gifts,” to grab supporters’ attention as they give;
Provided a brief overview of matching gift programs and how to use the embedded search tool to locate company information;
Shared next steps in the matching gift process, ensuring donors can expect additional information pertaining to their gifts and matches on the confirmation page.

By implementing these matching gift practices and more, the nonprofit was able to see standout match success through key peer-to-peer programs and additional fundraising efforts. Not to mention similar donation form tactics were also employed by many other high-ranking organizations included in the matching gift report.

5. Provide company-specific program details on the confirmation screen.

The next recommended practice has to do with the step directly after an individual completes an online donation form. In nearly all cases, the user then automatically reroutes to a gift confirmation screen. This page acknowledges that the donation was submitted, thanks the supporter for their contribution, and provides additional opportunities for involvement.

And throughout the matching gift research report, we saw that the vast majority of top nonprofits (~83.3%) also use this valuable piece of real estate to further promote matching gift participation.

Let’s take a look at one example of this practice.

Here’s what this organization did well on its confirmation page, specifically regarding matching gifts:

Provided detailed information about an individual’s contribution, enabling them to easily compare against their company’s established matching gift eligibility criteria;
Embedded an auto-populating matching gift widget, complete with specific program information for the company they selected on the previous page;
Inspired immediate action with links straight to company guidelines and online submission forms.

Offering a simpler matching gift experience following an initial donation increases the likelihood of donor participation. That said, fundraisers like this team aim to streamline the process while making the most of still-high levels of supporter engagement. And when done so effectively, many donors choose to initiate their matches right from the confirmation screen.

6. Send personalized matching gift emails post-transaction.

For donors who ultimately don’t choose to get their gifts matched directly from the confirmation screen, we know that sending follow-up emails can be the next best step. That’s why 86.6% of the P2P Top 30 are pursuing matching gift opportunities with post-transaction messaging.

Let’s take a look at one leading organization’s post-donation communications⁠—and how they highlight matching gifts.

First, here’s the donation receipt an individual receives in the minutes after submitting their gift:

And this is what the follow-up matching gift email looks like:

Here’s what this organization did well in its post-donation matching gift communications:

Thanked donors for their initial support, acknowledging their gift impact and the opportunity for amplified results from corporate matching;
Leveraged customizable messaging, using the nonprofit’s own consistent branding (fonts, images, colors) and email domain;
Included matching gift information in both the gift confirmation email/donation receipt;
Sent messages in a timely manner, with the donation receipt and initial matching email coming in within the first hour after the gift being made;
Let donors know within the gift receipt that they will receive additional email correspondence with next steps for matching gifts;
Referenced personalized details, such as the donor’s name, acknowledgment of a recent gift, and the company they work for;
Shared company-specific matching gift eligibility criteria, including minimum and maximum donation amounts, match ratios, request deadlines, and more;
Provided direct links to the online submission portal for the donor’s employer, empowering them to initiate a match with ease.

The matching gift email also encourages supporters to follow up with the organization for a quick matching gift status update after submitting their request. This enables the nonprofit’s development team to better track and forecast incoming match revenue.

7. Leverage innovative matching gift software.

While it’s technically possible to develop a matching gift strategy without the aid of dedicated technology to power your efforts, doing so is likely to require substantial investments of time, effort, and resources. On the other hand, matching gift software can go a long way toward streamlining and automating the process.

As you consider the possibilities, it’s worth noting that, of the organizations’ practices analyzed in the Top Nonprofits report, those that use matching gift software saw average matching gift scores more than twice as high as those that did not appear to use matching gift software.

Still, choosing the right software provider is essential, as well. The study reports that 73.3% of the P2P Top 30 fundraisers⁠—and ⁠90% of the 10 highest-earning events—leveraged Double the Donation’s match software.

Not to mention, employing a best-in-class technology solution like Double the Donation can also help your team incorporate the above best practices into your matching gift strategy⁠—from hosting a dedicated matching gift page (complete with an embedded company search tool) to highlighting matching gifts throughout the giving experience and beyond.

If you’re interested in exploring Double the Donation’s automation platform, 360MatchPro, you can request a demo here to get started.

Plus, keep in mind that your more general fundraising technology can play a significant role here, as well. For example, Top Nonprofits indicates that organizations using tools without sufficient matching gift integration and customization options saw significantly lower matching gift scores overall⁠⁠—compared to fundraisers whose giving tools integrated seamlessly with a matching gift solution.

That said, we recommend taking a look at Double the Donation’s wide array of technology partners if you’re in the market for a new fundraising platform that will work well with an elevated matching gift strategy.

Wrapping Up

Whether your team is just getting started with matching gifts or you’re looking to optimize an existing strategy, taking a look at tips and tricks followed by organizations with impactful matching gift efforts can go a long way.

Integrating the above matching gift practices in your nonprofit’s fundraising has the potential to bring your overall giving to previously unimaginable heights. And now’s the best time to get started!

Keep up the learning—explore additional resources from Double the Donation and other matching gift industry experts below:

Matching Gift Case Studies: A Look at 15+ Organizations Seeing Success with Double the Donation. Get this free download to dive deeper into the standout matching gift strategies of more nonprofits and schools utilizing 360MatchPro.
8 Ways to Encourage Donors to Submit Employee Matching Gift Requests. Looking for more actionable tips and best practices? This recent blog post outlines eight impactful methods for driving matching gifts to completion with strategic donor outreach.

Top Fundraisers with Standout Matching Gift Success

5 Fundraisers with Standout Matching Gift Success

February 20, 2023/in Lists and Rankings, Learning Center, Learning Center /by Adam Weinger

Double the Donation works with thousands of clients in the nonprofit and educational fundraising spaces. And just about all of our clients have seen significant matching gift success when employing our tools!

In this post, we wanted to spotlight a few standout examples of impactful matching gift strategies from top fundraisers. These include:

Leukemia and Lymphoma Society
The Greater Boston Food Bank
Southern California Public Radio
Humane Society International
Marietta College

As we explore tried-and-true practices exemplified by these notable organizations, make a note of the strategies you can leverage in your own team’s matching gift fundraising efforts.

Matching Gift Success Story #1: Leukemia and Lymphoma Society

Founded in 1949, the Leukemia and Lymphoma Society is one of the largest medical research organizations in the world. With a specific dedication to blood cancer treatment, the nonprofit averages over $285 million in annual contributions and has funded more than $1.6 billion in groundbreaking advancements.

LLS also hosts a few of the largest peer-to-peer-focused nonprofit fundraising events. This includes its Light the Night Walk, which collects more than $70,000,000 from over 1 million participants each year.

And a significant portion of their workplace giving fundraising has been made available through corporate matching gifts programs!

Matching Gift Facts and Figures

LLS began leveraging Double the Donation’s matching gift automation platform, 360MatchPro, in June 2017.
Since getting started with Double the Donation, the organization increased its matching gift revenue year-over-year by more than 48%, bringing in an additional $3.4 million through corporate matching for the cause.
More than 1,500,000+ LLS donors interact with 360MatchPro tools throughout and following the donation process itself.

Let’s take a look at some of the main functionality leveraged by the Leukemia and Lymphoma Society in regard to their matching gift growth:

Email domain screening and streamlined search tool on donation forms to identify match-eligible gifts;
Detailed matching gift program results and forms on donation confirmation/thank-you page;
Automated messaging to match-eligible and unknown donors with customized email sending logic, branding, sending domain (from @lls.org), subject lines, graphics, and more;
Matching gift plugin across multiple websites and forms;
Outbound calling to top match prospect opportunities;
Custom sending limits for major and recurring gifts;
Top-notch data security measures, including data encryption, intrusion detection software, intrusion penetration software, multi-factor logins, malware detection, and vulnerability scanning;
Full CRM sync to make the most of donor data collected through matching gift strategies.

Want to see it in action? View Leukemia & Lymphoma Society’s matching gifts page here:

Read the full case study!

Matching Gift Success Story #2: The Greater Boston Food Bank

The Greater Boston Food Bank was founded in 1981 and has since grown into the largest hunger relief organization in all of New England. Through free mobile markets, SNAP assistance, forward-thinking research, and more, GBFB empowers those struggling with food insecurity in Eastern Massachusetts.

With over 80,000 donors annually supporting their efforts, the Greater Boston Food Bank brings in more than $175 million in total revenue each year.

Matching Gift Facts and Figures

The GBFB saw a 56% increase in its annual matching gift revenue after getting started with Double the Donation’s 360MatchPro.
In their first year using the tools, GBFB matching gift revenue grew from $1,188,585 to over $1,853,036⁠—a difference of more than $660,000.
Over $790,000 worth of match-eligible dollars were identified by 360MatchPro in a twelve-month period.

Here are the primary components of our matching gift solution employed by the Greater Boston Food Bank:

Email domain screening and streamlined search tool on donation forms, which enables the organization to quickly and easily uncover match opportunities;
Full, company-specific matching gift program guidelines and links to request forms automatically populating on donation confirmation pages;
Custom restrictions and email logic, and organization-specific sending domain, providing a targeted outreach experience for each donor;
Automated donor segmentation by match eligibility (likely match-eligible, likely match-ineligible, unknown eligibility) with personalized next steps for each type.

See what they’re doing to drive success! View The Greater Boston Food Bank’s matching gifts page here:

Read the full case study!

Matching Gift Success Story #3: Southern California Public Radio

Southern California Public Radio (SCPR) is a member-supported public media network operating multiple radio stations in the Southern California region. Its primary station (formerly known as KPCC and since re-branded as LAist 89.3) is a non-commercial educational radio provider.

Together, the network of stations reaches more than 800,000 listeners, with a goal to provide high-quality news and other informational content to its audiences. SCPR has a total annual revenue of over $40 million through individual and corporate contributions alike.

Matching Gift Facts and Figures

Southern California Public Radio saw a 55% increase in matching gift revenue after employing Double the Donation’s 360MatchPro to increase awareness of match opportunities among donors.
More than 75,000 SCPR donors interact with 360MatchPro technology, from the company search tool and program guideline plugin to follow-up emails and submission portal links.

Here’s how SCPR is using Double the Donation to drive more matching gifts to completion:

Multiple donor screening methods to identify and follow up on available matches⁠—including email domain screening and our matching gift database search tool;
Full matching gift company guidelines available on gift confirmation screens, providing details such as minimum and maximum donation amounts, match ratios, qualifying nonprofit and employee types, submission deadlines, and links to request forms;
Automated and custom-branded email messaging for match-eligible and unknown donors;
Personalized donor experiences, encouraging supporters to take outlined next steps and pursue matching gifts using custom email sending logic;
Access to matching gift search tool plugin across multiple website domains and online giving forms, ensuring donors have easy access to the information they need;
Custom sending limits for recurring and major gift donors, complete with email blocklist and unsubscribe functionality;
High levels of data security, including data encryption, IDS, IPS, multi-factor login, and malware and vulnerability scanning to keep donor information safe and secure.

See for yourself! View Southern California Public Radio’s matching gifts page here:

Read the full case study!

Matching Gift Success Story #4: Humane Society International

Since 1991, Humane Society International (also known as HSI) has served in the animal welfare space to promote positive relations between humans and animals across the globe. With an annual revenue nearly totaling $24 million, HSI leverages individual donors, corporate support, and more to make a difference in the lives of creatures everywhere.

Matching Gift Facts and Figures

HSI saw an increase of more than 17% in its matching gift revenue year-over-year by employing Double the Donation’s 360MatchPro solution.
$234,000+ match-eligible donations were identified in the first year using matching gift automation.
Over 68,000 matching gift emails were sent in a twelve-month period⁠—including matching gift program guidelines, submission reminders, and more.

Specifically, Humane Society International leveraged Double the Donation to enable:

Easy match-eligible donor identification (through email domain screening, donation form search tools, etc.);
Detailed matching program guidelines and next steps, providing easy access to company match criteria, deadlines, and submission instructions;
Automated matching gift messaging, such as program eligibility and reminders;
Customized email functionality (e.g., sending logic, limits and restrictions, sending domains, subject lines, image branding, and more) to ensure personalized donor communications;
High-level data security measures (including encryption, intrusion detection, and vulnerability scanning).

Take a look for yourself⁠—click here to see Humane Society International’s matching gifts page:

Read the full case study!

Matching Gift Success Story #5: Marietta College

Established in 1835 in Marietta, Ohio, Marietta College is a private liberal arts school. Offering more than 50 undergraduate and graduate majors, Marietta College provides focus areas across arts, sciences, humanities, and more.

All in all, the college receives over $70 million in annual revenue per year, with nearly $46 million coming from tuition and fees and more than $22 million from donor funding and grants⁠—including corporate matching.

Matching Gift Facts and Figures

Marietta College identified more than $40,000 in match-eligible donations in the first year of using 360MatchPro.
The school boasts an open rate of 60% for their automated matching gift emails, which is approximately three times the industry average open rate of 20%.

Here’s how Marietta College and Double the Donation teamed up to maximize matching gifts with these key features:

Corporate email domain screening and donation form search fields to collect employment information;
Complete match results auto-populating through confirmation screens, email follow-ups, and match page searches;
Customization of email sending logic, company restrictions, message sending limits, email domains, subject lines, and more.
Automated email follow-ups for donors identifies as match-eligible, match-ineligible, and unknown employment status, providing detailed next steps and actionable insights to drive matching gifts.

Get schooled! View Marietta College’s matching gifts page here:

Read the full case study!

Wrapping Up

Most nonprofits receive some amount of matching gift revenue even without a dedicated plan in place. However, a much smaller percentage of organizations have a well-thought-out strategy with the tools to implement it. Ultimately, the latter group comprises those that are making the most of the opportunity at hand.

When you take a long look at these groups (such as those highlighted above), you can uncover the practices that produce standout matching gift success. Then, begin emulating such tips and tricks in your own team’s efforts. And Double the Donation is here to help!

Interested in learning more about matching gift fundraising and how your nonprofit can maximize revenue through the source? Check out our other educational resources below:

Double the Donation’s Collection of Matching Gift Case Studies. Get this free downloadable resource to explore sixteen inspirational matching gift success stories from nonprofits and schools using 360MatchPro.
Corporate Giving and Matching Gift Statistics [Updated 2023]. Dive deeper into the current corporate matching gift opportunity with smart industry research. These statistics showcase the widespread availability and impact of such programs.
8 Ways to Encourage Donors to Submit Employee Matching Gift Requests. A significant portion of the matching gift process is donor-led. Find out how your team can encourage supporters to get involved on your behalf.

Alternative Fundraising Avenues: Recouping After Lost Funding Sources

February 15, 2023/in Learning Center, Fundraising Ideas, Learning Center /by Adam Weinger

There are many different funding types at the disposal of nonprofit causes. These sources empower organizations like yours to bankroll mission programming and behind-the-scenes operations alike. Still, most fundraisers end up relying on a few primary channels to power the brunt of their operations.

So what happens when one of those key sources becomes unavailable? Oftentimes, that means it’s time to begin searching for alternative fundraising avenues.

And we’re here to help! In this guide, we’ll cover:

Why your nonprofit might lose a funding source
Next steps after losing a funding source
Diversifying funds with 10+ alternative revenue streams
Our favorite fundraising avenue: employee matching gifts!

Ready to dive in? Let’s start at the beginning.

Why your nonprofit might lose a funding source

The loss of a nonprofit funding source can be jarring⁠, and you might not always see it coming. However, understanding common causes behind lost fundraising avenues can make a big difference in preparing to overcome whatever obstacles are thrown your way.

Some scenarios in which your organization finds itself without a key funding source might include losses of major donors (whether due to passing, changing financial circumstances, or other reasoning), specific grants not coming through, and more.

One of the most prominent⁠—and widespread⁠—examples of this occurred at the start of the COVID-19 pandemic in March of 2020. Still, the lingering effects remained for years after the fact. And that’s when organizations across the globe that had been previously dependent on revenue generated through in-person fundraising events were now without access to the source.

Luckily, all was not lost! Instead, organizations went to work rapidly transitioning events to the virtual realm in order to maintain donor engagement and giving.

Another, more recent instance? The cessation of Amazon’s philanthropic initiative, AmazonSmile, in February 2023. This program had been a fairly effortless source of income for over one million local and national causes, producing more than $365 million for participating organizations. Once the closing of the program was announced, tons of nonprofits began scrambling to locate new ways to make up the income they’d been depending on.

And that brings us to our next section!

Next steps after losing a funding source

If your nonprofit has just lost a key source of funding, you may be tempted to enter panic mode. But first, we recommend taking a few easy steps to get your organization back on track for financial success.

Determine how much was lost from the source.

First and foremost, start by gauging exactly how much was lost from the source.

If you were expecting a particular grant payout or a donor had been contributing a static amount year after year, you could fairly simply determine the amount you were accounting for. On the other hand, more variable sources⁠—e.g., fundraising events or programs like AmazonSmile⁠—can be estimated by calculating the average dollar amounts received over a period of time, such as the last months or years.

For example, many organizations are (understandably) fretting about the AmazonSmile program shutting down. However, reports indicate that the average annual payout for the program was a mere $230.

Looking at it this way can help contextualize the loss and make an actionable plan to compensate for the lack of funding.

Pursue new fundraising avenues.

Now, begin brainstorming ways to make up for the lost funding. When one door closes, another one may be opening. That means it might be time to pursue a brand new funding avenue.

A few examples may include:

Launching an online store (such as selling branded merchandise for your cause!)
Exploring fee-for-service models (e.g., summer camp, youth programming, etc.)
Hosting a nonprofit crowdfunding campaign

Keep in mind that this idea can look vastly different from one organization to the next. After all, there’s a world of opportunities readily available.

Ramp up existing (yet often underutilized) funding types.

What about those revenue streams that produce some funding for your cause, but you don’t have a particularly built-out strategy for making the most of the resource? It’s a great chance to optimize your efforts regarding those funding types, as well!

For many organizations, this is where corporate giving programs fall. Perhaps you’ve received a number of matching donations, maybe even a few volunteer grants. However, you might generally rely on individual supporters to pursue those avenues on their own. In that case, now might be the best opportunity to ramp up your efforts to help ensure no matches are ultimately going unclaimed.

Diversifying funds with 10+ alternative revenue streams

When you rely too heavily on any one type of funding, you run the risk of financial instability should something happen to that source. Thus, one of the best ways to prepare your organization prior to losing potential revenue streams is to ensure a well-rounded and sustainable funding model.

Let’s take a look at some of the most popular⁠—and impactful⁠—kinds of nonprofit funding to consider. Keep in mind that a versatile fundraising strategy likely incorporates many, if not all, of these earning types.

1. Corporate Giving

According to corporate giving research, corporations contribute, on average, over $21 billion each year. Much of this funding is donated through generous programs, such as:

Matching gifts
Volunteer grants
Corporate sponsorships

However, billions of dollars in workplace giving revenue is left on the table each year, largely due to a lack of knowledge surrounding the programs.

Want to increase participation in corporate philanthropy and drive additional corporate funding to your cause? Raise awareness among donors⁠—and encourage them to get their employers involved. (Don’t worry: we’ll share more on matching gifts later.)

2. Individual Gifts

Many nonprofits make up the majority of their annual fundraising revenue through individual donor giving. This typically includes a number of specific giving types, such as:

Small-dollar gifts
Mid-size gifts
Major gifts
Planned gifts

In order to maximize individual giving, be sure to send personalized and targeted fundraising appeals. You’ll also want to emphasize the tangible impact of generous donations on your nonprofit’s mission.

Plus, the above-cited research shows that simply highlighting matching gifts in donation asks results in a 71% increase in response rate and a 51% increase in average gift amount.

3. Grants

Nonprofit (or fundraising) grants are a specific type of monetary contribution made to a charitable cause. They are typically larger than the average donation amount and are often restricted to funding a particular project or program.

Grants can be made by a range of different institutions but generally fall into one of the following categories:

Foundation grants
Government grants (federal, state, and local)
Corporate grants

Most grants require some sort of application process and may include a dedicated proposal to be submitted. In order to secure more grant funding for your organization, it’s a good idea to spend some time researching opportunities and creating optimized proposal materials.

4. Event Revenue

Nonprofit fundraising events can certainly be fan-favorite experiences⁠—and can range from informal run/walk/ride competitions to elegant gala affairs. And each event typically encompasses multiple opportunities for generating revenue.

For example, your event may collect funding from:

Ticket sales or entrance fees
Auction bids
Merchandise sales
Individual donations
Event sponsorships

When you choose to host a fundraising event for your organization, be sure to invest time and resources into marketing the opportunity effectively beforehand. After all, your audience would love to participate to support your cause, but they need to know the event is happening in order to attend.

5. Online Giving

In line with the digital revolution, online giving has increased steadily, seeing consistent year-over-year growth throughout the past decade and beyond.

Remember: donors want an easy digital giving experience, so the tools you use to power online donations are a critical component of your strategy.

(Hint: Double the Donation partners with some of the greatest online donation platforms in the industry. Check out our integrations to learn more!)

6. Direct Mail Donations

Though many assume that direct mail is an outdated fundraising strategy, the truth is that it remains an excellent way to engage with your donors in an offline manner.

In fact, recent fundraising statistics report that direct mail is the second-highest reported giving preference among Baby Boomer donors worldwide. At the same time, it’s one of the top four most inspirational channels to drive action among supporters in Millennial, Gen X, and Baby Boomer generations alike.

One way to modernize the giving avenue, however, is to provide an online option for giving⁠—even when an individual is being prompted through a direct mail ask. For example, you might include a scannable QR code or an easy-to-type digital giving page URL.

7. Peer-to-Peer Fundraising

Also known as social or P2P fundraising, peer-to-peer fundraising is an impactful way for nonprofits to raise substantial levels of funding while also expanding their campaign reach to new heights.

In these initiatives, organizations equip dedicated supporters with the tools they need to raise money on behalf of their favorite causes. Volunteer fundraisers then solicit donations from their own networks of friends, family members, and more.

In the end, P2P campaigns often culminate in an engaging event experience, such as a walk-a-thon!

8. Membership Fees

Some nonprofits take a membership-based approach to supplement their other existing funding sources. This is a particularly popular model among school PTAs, community programming organizations, and more. And it can be a great way to incentivize giving and foster a sense of camaraderie among members!

Organizations that choose to enact membership fees (sometimes referred to as dues) typically provide exclusive perks for those who join and aim to set their prices at an affordable monthly or yearly rate.

9. Recurring Gifts

Recurring donations offer a wide range of benefits for the nonprofits receiving them. Not only do individual supporters typically end up giving more through these programs, but it also aids organizations in estimating incoming revenue.

And leveling up your recurring gifts can be as easy as incorporating a button on your online donation pages! You may be pleasantly surprised as to how many donors opt to become regular supporters of your cause when presented with the easy opportunity to do so. In fact, average online monthly giving grew by over 40% as recurring donation options became an increasingly popular choice among online supporters.

10. In-Kind Donations

While not a direct source of funding, in-kind donations (i.e., any non-cash gifts of goods, services, or time) are an essential component of nonprofit fundraising. After all, these types of contributions empower organizations to stretch their budgets further than otherwise possible. And that allows them to allocate revenue to other areas of their operations.

To drive more in-kind donations, make sure to market the opportunity to your donors! Many individuals love supporting nonprofits by providing gifts-in-kind and seeing the impact that their tangible purchases can have on their favorite causes. Plus, Amazon still offers an easy way for charities to create and share online wishlists from which their supporters can purchase and send items directly to the organization.

Our favorite fundraising avenue: employee matching gifts!

While all of the above funding sources can provide significant benefits for the nonprofits who choose to establish the initiatives, our #1 favorite method is employee matching gifts. After all, this top alternative fundraising avenue has huge potential⁠—though it’s still going largely underutilized.

In fact, Double the Donation research indicates that an estimated $2 – $3 billion is donated through matching gift programs each year. However, an additional $4 – $7 billion goes unclaimed on an annual basis.

Not to mention, corporate matching gifts are an opportunity that nearly all nonprofit organizations qualify to participate in. Over 26 million individuals work for companies with matching gift programs, including over 65% of the Fortune 500. More than likely, a key segment of your existing and prospective donors falls into that matching-gift-eligible group.

When you highlight the widespread availability of these programs, your organization can benefit not only from increased corporate funding but from elevated donor giving, as well. The above-mentioned studies also show that individual supporters are more likely to give (71% growth in gift conversion rates) and to give more (51% higher average transaction amount) when matching gifts are promoted. Thus, in the end, your organization receives additional revenue streams and new opportunities for communication and engagement. Talk about a win-win!

Plus, if you’re looking for a particularly impactful source of fundraising revenue that doesn’t require a ton of staff time and resources, dedicated matching gift technology is the way to go. Leveraging a matching gift automation tool (like Double the Donation’s 360MatchPro) increases matching gift funds for nonprofits by over 61%, with innovative new auto-submission functionality projected to yield more than an 80% increase in match revenue.

And in the face of adversity, you generally won’t have to worry about a negative impact on matching gifts. In reality, many companies were reported to have developed new and improved employee matching initiatives in the wake of COVID-19 and other economic downturns. Besides, should one company roll back its programming, you’ll likely have a number of additional matching opportunities to pursue⁠—making it a particularly sustainable fundraising practice over time.

Final Thoughts

Preparing your team with a range of diversified revenue can go a long way toward continuous operational success⁠. Even in the midst of lost funding avenues, you’ll have a number of alternative fundraising streams supporting your organization.

And when you have a plan in place for optimizing passive income opportunities (such as employer matching gifts and more), you can continue driving forward mission impact despite losing access to other sources.

Ready to dive deeper into some of our favorite alternative fundraising avenues for nonprofits and schools? Check out these additional resources below:

Corporate Matching Gift Programs: The Definitive Guide. Interested in our #1 suggested fundraising source? Become an expert on corporate donation matching with this detailed guide to growing your organization’s revenue.
Winning Workplace Giving Strategies For Nonprofits. Matching gifts aren’t the only type of workplace giving funding stream to pursue! Learn about volunteer grants, charitable giving stipends, corporate fundraising campaigns, and more.
215+ Amazing Fundraising Ideas for Your Organization. Provide new and exciting ways for donors to support your cause with this compilation of top fundraising ideas. Explore events, virtual efforts, product sales, and other impactful campaigns.

How to Promote Matching Gifts with the Google Ad Grant

February 9, 2023/in Learning Center, Marketing Strategies /by Adam Weinger

If your nonprofit is serious about driving more matching gift revenue, it’s time to step up and get creative with your outreach. As one of the most innovative outreach channels, Google Ads might just be the missing piece to your matching gift marketing strategy.

For those who are paid marketing rookies, Google Ads is an online advertising platform where advertisers can display short ads that promote their web content to users on Google Search. Nonprofits that use the platform typically promote content related to fundraising, volunteering, and services.

Pay-per-click marketing can add up, though. Luckily, Google realizes this! That’s why they offer eligible nonprofits free access to Google Ads, making it the perfect opportunity to strengthen your organization’s digital presence. Crafting a high-performing ad campaign for matching gifts takes a bit more than writing a few sentences, directing people to your website, and calling it a day, though.

To help supercharge your marketing, we’ll share everything we know about promoting matching gifts with Google Ads. Here’s what we’ll cover:

An Overview of Promoting Matching Gifts with Google Ads
Types of Matching Gift Website Content to Promote with Google Ads
Choosing Keywords for Your Matching Gift Google Ads
Examples Showing How to Promote Matching Gifts with Google Ads
Getting Started Promoting Matching Gifts with Google Ads

A lot of work goes into managing a Google Ad Grants account and creating winning ads for your fundraising initiatives. That’s why we recommend working with a professional Google Grants manager! From pinpointing the right keywords to creating inspiring ads for matching gifts, our friends at Getting Attention know what it takes to stand out using Google Ads.

While waiting to discuss your Google Ad needs with their team, explore our suggestions below. That way, you can come prepared with some ideas for your Google Ad Grants marketing strategy!

An Overview of Promoting Matching Gifts with Google Ads

Before diving headfirst into specific marketing strategies, take some time to learn the basics of the Google Ad Grant program. You’ll find that a carefully-crafted Ad Grants strategy can amplify several parts of your mission, including everything from corporate giving to volunteer registrations.

What Are Google Ad Grants?

Created in 2003, Google Ad Grants has transformed into a popular corporate giving program that provides eligible nonprofits with $10,000 in free advertising credits every month. Organizations can spend these credits to bid on different mission-related keywords and promote their web content.

Nonprofits most often promote donation pages, service pages, and educational content, depending on the keywords they’re bidding on. Then, ads are placed strategically on the search engine results pages for those keywords, such as at the very top above the organic results.

Getting Attention’s Google Ad Grants guide explains that you should “think of it as your secret weapon for spreading awareness for your cause, expanding your donor and volunteer network, sharing essential updates with your supporters, and ranking higher on Google.”

The bottom line: The Ad Grants program makes it easy to fold Google Ads into your matching gift marketing strategy without blowing your marketing budget.

Not sure if you’re eligible for the Google Ad Grants program? Before applying, check out our guide to determining your Google Grants eligibility.

The Importance of Marketing Matching Gifts

Corporate giving makes up a sizeable portion of any nonprofit’s revenue. In fact, fundraising research estimates that corporations donate roughly $3 billion through matching gifts alone each year. Even with these incredible contributions, around 78% of match-eligible donors are unaware that their companies offer matching gift programs. That’s why effective marketing is vital!

If your donors aren’t aware of their match eligibility, they won’t follow through with submitting their requests. While matching gift automation will deliver automated email reminders to donors, using other avenues to promote matching gifts will help you reach prospects who haven’t donated yet.

From emails to Google Ads, there’s a lot you can do to spread awareness to donors and prospects who need an extra push to donate.

Why Nonprofits Promote Matching Gifts With Google Ad Grants

One of the reasons that the Google Ad Grant is a game-changer is that you can create highly-customized ads that showcase your cause.

Using a feature called sitelink extensions, you can build out your ads with additional landing pages, providing users with a variety of ways to engage with your cause. In other words, you can share several touchpoints all within the same ad.

Not to mention, you have complete control over the keywords you target. That means you can make sure you’re only targeting search queries that connect you with qualified leads. Plus, you can use Responsive Search Ads (RSAs) to test out different versions of your ads to drive more clicks.

Above all, Google Search empowers you to connect with donors from all over the world. Available to organizations in 51 countries, the Google Ad Grant breaks down geographical barriers, so you can connect with motivated supporters wherever they are.

Nonprofits Source’s online giving research provides a few convincing statistics that speak to the power of Google Ads:

Google processes about 3.7 billion search queries every day and owns over 84% of the desktop search engine market.
With an average ROI of $4.78, search ads have the highest ROI for nonprofits using paid advertising.
View-through revenue (revenue from donors who saw but didn’t click on an ad) accounts for 35% of all giving sourced from digital ads.

In other words, the Google Ad Grants program gives you the power to supercharge your digital marketing and increase matching gift awareness more than ever before. By carefully selecting keywords and creating persuasive ads, you can connect with donors who are ready to donate and submit their matching gift requests to employers.

Promoting matching gifts with Google Ads is just one piece of the marketing puzzle. Explore other creative ways to market matching gifts.

Types of Matching Gift Website Content to Promote with Google Ads

So you’re convinced that Google Ads is a viable way to grow matching gift awareness. Great! We wholeheartedly agree. Now, it’s time to take the next step: determining what content to promote with Google Ads. Or, if you haven’t already done so, you’ll need to create matching gift content on your website to attach to your ads.

One of the rules of the Google Ad Grant program is that your nonprofit must have high-quality website content. After all, that content is what you’ll be promoting with your ads. Let’s explore a few pages related to matching gifts you’ll want to create on your site.

Your Donation Form

A donation form is one of the most popular pages that nonprofits promote using the Google Ad Grant. Luckily, the donation process is the perfect time to encourage users to check their matching gift eligibility! Anyone visiting this page is clearly already thinking about donating, and they might even increase their donation if they know their employer will match it.

Using one of 360MatchPro’s donation form integrations, simply embed your employer search tool into this page. This will empower donors to take action immediately after clicking one of your Google Ads.

While creating brand-new matching gift content takes some time, updating your existing donation page with an employer search tool is a quick way to incorporate Google Ads into your matching gift promotion.

A Matching Gifts Page

While the concept of matching gifts is simple, companies’ programs can be tricky to navigate. They each have their own requirements and processes donors must follow to qualify. That’s why you’ll want to create a landing page that guides users through the process and allows them to determine their eligibility.

Your page should feature:

Basic information regarding what matching gift programs are
How the process of requesting a matching gift works
Corporate giving statistics that convey the impact of matching gifts
Your employer search tool so that users can research their companies’ programs

A dedicated matching gifts page will play a vital role in your Google Ads strategy. Your goal with this page should be to teach donors about matching gifts and spur them into action to submit the necessary forms. Then, when they click through to your site from your ad, they’ll know exactly what next step to take.

A Ways to Give Page

A Ways to Give page covers every way a prospect can support your work, from monthly giving to volunteering to matching gifts. Best of all, you probably already have this type of page published on your site.

Easily update your Ways to Give page with matching gift content. At a minimum, we recommend that you:

Provide donors with a tool for researching their eligibility (like our matching gift company search tool).
Direct donors to your dedicated matching gift page to learn more.

As an added bonus, this page is great to include in other ads! You can expand your other ad campaigns using the sitelink extension feature. Then, link to your Ways to Give page, directing all types of prospects to it to learn more about supporting your work.

Blog Articles

Occasionally, you’ll encounter donors who are confused about matching gifts, the process, and how to determine their eligibility. Clear up any confusion by publishing blog articles about matching gifts. This is also a great opportunity to share stories about how corporate giving has impacted your cause.

As you brainstorm your approach, here are a few other ways to create motivational blog articles about matching gifts:

Post insightful stories about matching gifts and the effects these programs can have on your organization’s mission.
Incorporate a graphic that advertises matching gifts on the side of all blog posts to help increase awareness.
Review the basics of matching gifts and give donors clear steps for checking their eligibility and submitting requests to their employers.

Like we mentioned, you can promote all sorts of content with the Google Ad Grant, including educational content about matching gifts! Dedicate some of your marketing team’s time to creating these articles. Then, when you create a particularly captivating article, you can promote it using Google Ads.

Dive into other common ways to market matching gifts to your donors across your website.

Choosing Keywords for Your Matching Gift Google Ads

One of the main components of your Google Ads is your keywords. Your keywords can make or break your Google Ads. Picking the right search terms will help you connect with motivated prospects who are likely to donate and submit matching gift requests to their employers.

Through Google for Nonprofits, you’ll gain access to helpful keyword research tools like Google Keyword Planner. Use these tools to pinpoint the terms your donors are searching on Google. Or, if you’re feeling wary about picking your keywords, a Google Grants manager can step in to do the research for you.

To build effective keyword lists and optimize your Google Ad Grant account, follow these quick tips:

Think like your donors. Ask, “What would a donor search to find out more about supporting our organization?” Then, think about how to promote matching gifts through those terms.
Select general keywords to expand your reach. As we mentioned, a lot of donors don’t know about matching gifts. To reach a large audience, target generic keywords that relate to supporting your cause. Then, you can direct users to specific pages that promote matching gifts.
Narrow your audience with specific keywords. To reach donors who already know about matching gifts, you might bid on more specific terms. Know that specific keywords tend to be less competitive, meaning your ads are more likely to be shown to users. However, keep in mind that keywords that are too specific will limit who you’re able to reach with your Google Ads since not many people will search these terms.
Know that you don’t have to add every variant of every keyword. Your keywords can capture traffic from closely related variations of whichever ones you choose. In other words, you don’t need to add every search query you come up with.

Let’s give a quick example so that you can see how this might look in practice. Let’s say you work for a heart disease prevention organization. Your donors might be looking to learn more about supporting heart disease research.

In this case, you might target search queries like “ways to give to heart disease research” and “donate to fight heart disease.” Then, you can direct traffic to your donation form and expand your ad with additional links to your Ways to Give page and dedicated matching gift page.

More specific matching gift keywords, like “matching donations to heart disease research” won’t receive much traffic. Targeting terms like this means you’ll severely limit your audience and likely won’t increase matching gift awareness very much.

So considering that your goal is to promote matching gifts with the Google Ad Grant, we suggest leaning into the first strategy of choosing more generic keywords. Then, you can use more specific keywords to spread awareness among knowledgeable donors.

Examples Showing How to Promote Matching Gifts with Google Ads

You can read all day about how to promote matching gifts with the Google Ad Grant. However, it’s much more useful to see some examples from real organizations! Here are a few of the ways we’ve seen nonprofits increase matching gift awareness through well-written Google Ads.

ASPCA

For this Google Ad, ASPCA targets focused keywords like “matching gifts for ASPCA.” The intent for this keyword shows that the user is knowledgeable about matching gifts and is likely wondering if they can have their donation to the organization matched.

That’s why the Google Ad directs the user to their dedicated matching gifts page. Then, it showcases the nonprofit’s Ways to Give page by using a sitelink extension, giving the user an additional way to engage with the organization.

Muslim American Society

In this Google Ad example, the Muslim American Society promotes matching gifts to users who are ready to donate. Someone who searches “give to Muslim American Society” is clearly on the verge of donating, making it the perfect time to promote matching gifts!

The landing page for this Google Ad is the organization’s donation form which prominently features matching gifts. There’s information about common guidelines and the process for submitting a match request alongside the form. Then, donors can research their eligibility using an embedded employer search tool.

Getting Started Promoting Matching Gifts with Google Ads

Now that you know the basics of promoting matching gifts with Google Ads, it’s time to dive in and create your campaigns!

If you need some additional help, you don’t have to go into it alone! We suggest turning to the Google Grant managers at Getting Attention. These experts know everything there is to know about the Google Ad Grant. They devote their time to learning the intricacies of the program, empowering their nonprofit partners to connect with new prospects on Google Search.

Whether you want to promote matching gifts with Google Ads or drive awareness in other areas, they know what it takes to stand out. They provide services for every aspect of Google Ad Grant management, including:

Google Ad Grant eligibility check and application
Ad creation (including keyword research)
Ongoing account management to comply with Google’s rules
Landing page relaunch (including design work)
Account reactivation for lapsed or deactivated accounts

So, if promoting matching gifts with Google Ads sounds out of your wheelhouse, trust these experts to handle it for you! They’ll help you create compelling ads that drive real results for your cause. Plus, you can chat with their team about how the Google Ad Grant falls into your marketing strategy as a whole.

Get a Free Consultation!

Final Thoughts

When you get creative, the Google Ad Grant can transform your digital marketing and increase visibility for corporate giving opportunities. Whether you’re advertising your donation form or a dedicated matching gifts page, there’s a lot you can do to make donors aware of their matching gift potential through the program.

For the quickest results, we highly recommend working with a Google Grants manager. These experts know the ins and outs of the program, so you can focus on other aspects of your mission while they design compelling ads.

As you get up and running, check out these resources to learn more about Google Ad Grants and how to promote matching gifts:

Marketing Matching Gifts In Your Digital Communications. Want to expand beyond Google Ads and promote matching gifts across all your digital communications? This guide will walk you through some key platforms to include in your outreach.
How to Apply for Google Grants: 5 Easy Steps for Nonprofits. Before you can start promoting matching gifts with the Google Ad Grant, you need to apply for the program. Follow the steps featured in this guide to get started.
Nonprofit Marketing Ideas: Promote Your Cause Effectively. How well you market your mission impacts what your team can accomplish. Explore these marketing ideas from the team at Getting Attention.

Learn how to determine your Google Grants eligibility and get started with the program.

Google Ad Grants Eligibility: A Guide to Getting Started

January 28, 2023/in Learning Center /by Adam Weinger

Did you know Google awards nonprofits with $10,000 in free Ads spending each month? It’s true, all thanks to a program called Google Ad Grants.

With Google Ad Grants, organizations just like yours get a monthly grant of $10,000 to spend on Google Ads. When used effectively, this funding can go a long way to boost traffic to your nonprofit website and even increase donations.

If your nonprofit is looking to get started with Google Grants, the first step is to apply. In this post, we’ll walk you through questions you need to ask during the application process to ensure your nonprofit obtains (and maintains!) your Google Ad Grant:

What are Google Ad Grants?
Why apply for the Google Ad Grant?
Are all nonprofits eligible for Google Ad Grants?
What can my nonprofit do to become eligible for Google Ad Grants?
How does my nonprofit apply for a Google Ad Grant?
Can my nonprofit lose its Google Ad Grant eligibility?
How do I get started with Google Grants?
How can I make the most of Google Ad Grants?

Applying for a Google Ad Grant doesn’t have to be complicated. Just follow our guide, and you’ll be on your way to your new Google Ad Grants account in no time! Stick around until the end, and you’ll also receive some targeted tips for making the most of your account.

Bonus! Already have your Google Ads account set up? Learn how to manage your Google Grant and see better results by reading this essential Google Ad Grant management guide from the consultants at Getting Attention.

What are Google Ad Grants?

Before you start the enrollment process, you need to be clear on what exactly you’re applying for.

Put simply, Google Grants (also known as Ad Grants or Google Ad Grants) is a program where Google provides eligible nonprofits with an in-kind donation of $10,000 in monthly ads funding.

But let’s back up even further—what exactly are Google Ads in the first place?

Google Ads are the paid search results that appear at the top of your search results screen based on the keywords included in your query. Here’s an example of what that might look like:

In order to see your ads appear here, your nonprofit must bid on relevant search keywords using your Google Grant money.

There are certain parameters for Google Grant recipients, including a $2 cap on your maximum bidding amount and a requirement that all keywords must be relevant to your cause. These restrictions mean that you won’t be able to spend your money on exceptionally high-traffic terms (think: “animal rights organization” or “wildlife sanctuary”) or terms that are too general (think: “free eBook” or “donate to nonprofits”), but it also means that you’re likely to see greater results from the ads you do run.

2. Why apply for the Google Ad Grant?

Beyond adding extra funding to your marketing budget, Google Grants come with a host of benefits for organizations who know how to maximize their funding. Especially when you put time into effective Google Ad Grants management, you might experience:

Greater visibility and reach for your nonprofit.
Increased traffic to key landing pages on your site (such as your donation form or volunteer information page).
Greater awareness for corporate giving opportunities.
Free promotion for your online content, including your blog or educational resources.
Potential for online donations, volunteer sign-ups, event registrations, and email list subscriptions.

Depending on your exact Google Ad Grants management strategy, you can use your ads to achieve nearly any goal you have in mind. With a bit of creativity and a ton of research, the options are endless!

The bottom line: Google Ad Grants is a highly profitable marketing tool that almost all nonprofits can take advantage of with very low risk. Through this program, you can put your name in front of thousands (if not millions) of new eyes every day—why wouldn’t you take advantage of that?

3. Are all nonprofits eligible for Google Ad Grants?

Google Ad Grants can be an exceptional resource for many nonprofits, but it’s important to know that not all organizations can take advantage of this program.

Specifically, the following types of nonprofits are automatically ineligible for Google Grants:

Schools or educational institutions
Government organizations
Hospitals or healthcare organizations

For organizations in the education sector, Google has similar philanthropic resources for educational institutions, known as Google for Education. You could always check out our list of school fundraising ideas if you’re raising money for an educational organization.

Once you’ve confirmed your organization isn’t automatically ineligible, you’ll still need to meet other requirements Google has in place to ensure that all nonprofits receiving the grant are legitimate charitable organizations. Getting Attention’s guide to Google Grants eligibility breaks the requirements down into a few key pieces. To qualify for a grant, your organization must:

Hold valid charitable status in your country. In the U.S., you’ll need to be registered as a 501(C)(3) organization.
Be registered with Google for Nonprofits and TechSoup. (Not registered? We’ll walk you through how to get started in the next section.)
Have a functional website as recognized by Google.
Adhere to the program policies for using your Google Grant funding. For example, you can’t use your Google Ad Grant funds to promote anything outside the scope of your nonprofit’s mission, and you can’t use the money to sell products that don’t contribute to your organization’s charitable efforts.

Google puts these standards in place to make sure it’s only funding valid, upstanding nonprofits who can actually benefit from the ads. Take some time to review their Google Ad Grant requirements as a team (or with your Google Grant management consultant) and make sure you’re up to code. If not, you can always look into alternate fundraising strategies!

The bottom line: Google Ad Grants are not given to all types of nonprofits. Your nonprofit must abide by certain criteria in order to receive funding, so make sure you understand the Google Grant eligibility requirements before attempting to enroll.

4. What can my nonprofit do to become eligible for Google Ad Grants?

If your nonprofit meets the baseline requirements for receiving a Google Ad Grant but isn’t quite ready to enroll, there are a few measures you can take to get your application approved on the first try.

If you’d like to apply for a Google Ad Grant, there are several approaches your organization could take: you could DIY it, you could hire someone onto your team to manage it, or you could work with a Google Ad Grant management consultant who can walk you through the application process from start to finish.

Completing your Google Grant application yourself will be the least expensive option; however, it will require the biggest investment of your time.

Google Ad Grant consultants (who often offer other digital marketing or fundraising strategy services) have experience identifying issues that might keep you from receiving a grant and can make sure you don’t get denied on a technicality or mistake.

Once you’ve been approved for your grant, the consultant can help you put together a strategy for maintaining eligibility and using your full $10,000 as effectively as possible!

Your team can take the following steps to get your organization ready for your Google Ad Grants application:

Register with TechSoup. If you haven’t already, make sure your nonprofit is validated with TechSoup.org. You may need to set up a new registration or claim an existing nonprofit account. Either way, this step is vital to Google for Nonprofits (and therefore, Google Ad Grants) eligibility. It may take a few days to receive your validation, so make sure you add some wiggle room to your timeline.
Make sure your mission is clear. Both on your nonprofit’s website and your grant application, your nonprofit’s mission should be front and center. Make sure Google can quickly understand what programs or efforts you’ll be using Google Ads to promote. Note: it helps to have a concise mission statement and your EIN in the footer of your site.
Update your nonprofit website. You’ll need to tie your Google Ads to your website, so make sure it’s in good shape before launching your account. Your website should be optimized for both search and user experience, with relevant content that’s readable by Google. (Hint: follow our web design best practices, and your site will be ready in no time.)

From there, you should be on your way to securing your Google Ad Grants account and funding.

Keep in mind that these requirements may change according to Google’s current standards. To limit confusion and frustration, we recommend working with a consultant who can streamline the process. After all, it’s their full-time job to understand Google Ad Grants management, not yours!

The bottom line: There are steps nonprofits can take to increase their chances of receiving the Google Ad Grant, such as optimizing their websites and double-checking their charitable status. For best results, it’s wise to work with an expert Google Ad Grants manager who can get your application approved on the first try.

5. How does my nonprofit apply for a Google Grant?

Once you’re confident in your eligibility, it’s time to start the application process!

Luckily, when it comes to managing your Google Ad Grant account, the application is the easy part. As long as you’ve got your eligibility in order, just follow these guidelines to get your enrollment started:

Register with TechSoup. Google works with TechSoup to validate nonprofits’ validity. Before getting involved with Google for Nonprofits, you’ll need to register your organization with TechSoup online. To do this, visit the registration page and provide some information about your nonprofit. They’ll get back to you with a validation token within 30 days.
Sign up for Google for Nonprofits. Along with Google Grants, Google also offers other benefits to nonprofits as part of their Google for Nonprofits program. Once you’re a registered “Google Nonprofit,” you can also access the YouTube Nonprofit Program, Google Workspace, and other useful tools. This application is fairly straightforward, so expect questions about your tax ID, non-discrimination policies, and general contact and organization information. This is when you’ll provide your TechSoup validation token to Google.
Register for Google Ad Grants. After your application for Google for Nonprofits has been processed and approved (which could take several weeks!), you can access the Google Ad Grants application from your Google account. You’ll need to log into your account, navigate to the “Products” menu, then select “Get Started” under Google Ad Grants. You’ll fill out the eligibility form and click the checkbox on the homepage to verify you completed the form. Hit “Activate,” and you’re done!
Accept the invitation from Google. After a few business days, you should receive an email invitation from the Google Ad Grants team to join the program and set up your billing information. Now you’re ready to set up your account!

Getting the application completed is the easy part; the real work begins when you set up your first campaign. As we’ll discuss below, there are a number of standards you have to maintain to keep your Google Ad Grants funding. Keeping up with the compliance requirements is no small task.

Your organization’s options are:

Use your existing staff to maintain your ad campaigns, which may not be a great choice for smaller organizations already strapped for staff time.
Bring someone on full-time to manage the Ads presence (this is the most expensive option).
Hire a consultant with experience in Google Ad Grant management.

For many organizations, hiring an external consultant will be the best choice. A Google Ad Grants manager is generally less expensive than a full-time employee and has the benefit of working with lots of different organizations to achieve various goals. Chances are, they’ve seen an organization like yours and know what strategies work and which ones to avoid.

To learn more about how to vet your consulting firm, check out Getting Attention’s guide on hiring a Google Grants Agency to help with your grant management.

Creating Your First Campaign

Once you’ve decided what strategy for managing your Ads campaign is right for your organization, you’ll have to take the following steps to start your first campaign:

Create your Ads account. Follow Google’s steps for account creation. You’ll need to enter some basic information first before you can get started creating your first ad campaigns, ad groups, and keywords.
Set up your campaigns. Remember there are a few key requirements Google mandates for its grantees: you need at least two ad groups per campaign and at least one responsive search ad (RSA). Be sure to choose your keywords carefully – they need to be high-quality and get a decent number of clicks.
Have your account reviewed by Google. After you’ve finalized setup, you’ll need to submit your account for Google’s review using your account ID number (which you can find by clicking the person icon in the top-right corner of your account). Google will review your account to ensure it’s in line with its Ads policies, and you’ll be notified of your approval (or any errors that need to be addressed) via email.

That’s it! Your nonprofit should now have everything you need to start managing your account and seeing the results of your new ads.

The bottom line: To apply for the Google Ad Grant, sign up for Google for Nonprofits first. Then, you’ll be ready to work through the Ads registration and approval process following Google’s guidelines (and with the help of your Google Ad Grant manager).

6. Can my nonprofit lose its Google Grants eligibility?

Getting set up, managing your account, and maintaining your grant eligibility is an ongoing process. If you aren’t maintaining your Ads account to Google’s standards, your grant funding may be suspended temporarily or indefinitely.

To keep your account in good standing, pay attention to a few key requirements for your Google Grant:

Account activity. Google doesn’t give money to organizations that aren’t using it! Show Google that you’re taking account maintenance seriously by logging in at least once a month and updating your account every 90 days.
Ad relevance and geotargeting. In addition to having ads that accurately reflect your nonprofit’s cause, Google also requires that all ads are targeted to a specific geographic location. That way, users only see advertising that’s relevant to them.
Monthly keyword evaluation. To keep your ads profitable, Google asks that you conduct their Keyword Performance Report once a month. This report can show you where your chosen keywords fall on Googe’s Quality Scale and help you optimize your keyword list for best results.
A minimum 5% click-through rate. To improve ad relevance and user experience, Google requires that all nonprofit accounts maintain a 5% click-through rate (CTR) after their first 90 days as a grant recipient. Accounts that don’t meet this requirement will be notified within their accounts, and the account will be suspended if this goal isn’t met for 2 consecutive months.

Though these are some of the most important eligibility and management requirements, they aren’t the only ones. It’s important that your team stays active in your campaigns and is consistently optimizing your Ads strategy in order to maintain your account. You’ll want to do this regularly to make sure you’re getting the most value from your Google Grant!

If these standards seem like a lot to keep track of, remember that you can always seek outside help from a consultant. They can manage your account for you, freeing up your time for other important tasks at your nonprofit.

The bottom line: Google requires that accounts meet certain requirements in order to remain active. By paying attention to these goals, you can make sure your account stays in good standing and is successful.

7. How do I get started with Google Grants?

Now that you know more about Google Grants eligibility requirements and the application process, you’re ready to get started!

Improve your chances of getting approved on the first round, maintaining your grant, and seeing great results from your Ad campaigns by working with a Google Grant consultant. Getting Attention offers free consultations to assess your nonprofit’s needs.

Their experts will handle every step of the process for you, even beyond the initial application. Here are their core services:

Google Grant eligibility check and application
Campaign creation, including keyword research
Ongoing account management to comply with the Google Grant rules
Campaign reporting
Account reactivation for lapsed and deactivated accounts

Once you’ve assembled your team and are ready to begin your application, head to Google’s Get Started page and click “apply,” and you’re on your way!

The bottom line: Once you’re ready to start, get in touch with a consultant, or dive right in directly with Google!

8. How can I make the most of Google Ad Grants?

Acquiring the Google Ad Grant is one thing, but making the most of your funding is another challenge entirely. Properly managing your account is a learning process that involves closely monitoring your campaigns and making adjustments based on what’s working.

From optimizing your website’s content to crafting compelling ad copy, there’s a lot you can do generate more value from the grant. Here are some of our favorite Google Ad Grant management tips.

1. Optimize your landing pages.

Your landing pages are the web pages you’ll promote via Google Ads. When readers click on your ad, they’ll be directed to whichever page you choose on your site. It’s up to you to pick the ones that are most relevant to their needs.

For example, someone who searches “animal shelter volunteering” is clearly looking to volunteer, in which case, you’d direct them to a volunteer signup page. Someone searching “donate to refugees” is looking to give, which means you’ll want to direct them to a donation form.

Beyond choosing the right landing pages, you’ll need to design your pages in a way that drives users to take action. To optimize each landing page, you’ll want to:

Include your ad’s keywords in the copy and headings of your page.
Feature a strong call to action (CTA).
Establish your brand identity by featuring your official colors and logo.
Include compelling imagery.
Have testimonials or other social proof that speaks to your legitimacy.

Your landing pages are what will be what seal the deal for your Google Ads. Make sure each one prioritizes the user experience and makes it incredibly clear that supporting your nonprofit is the right choice for each visitor.

2. Track meaningful conversions.

The primary purpose of the Google Ad Grant is to spread awareness of worthy causes and generate value for participating nonprofits. That’s done by achieving meaningful conversions.

A “meaningful conversion” is simply any action someone can take that your nonprofit finds valuable to achieving your mission. For example, Google breaks conversions down into a few primary categories:

Purchase or Sale: Donations, purchases, membership sales, ticket sales, and so on
Sign Up: Volunteer sign-up, email sign-up, new membership form completion, event sign-up, and so on
Lead Generation: Donsloads of information, clicks to call, clicks to social accounts, and so on
View of a Key Page: Time on site, pages per session, watching videos, and so on

Really, you can work toward any conversion goal so long as it supports your work. Think carefully about what types of actions are actually meaningful to your nonprofit, especially considering that the Google Ad Grants team will require you to report at least 1 conversion per month.

3. Carefully choose keywords to display your ads to the right audience.

Your keywords are an essential part of your Google Ads. Think about the terms your prospects are likely searching online to kickstart your brainstorming session.

You can use the negative keyword feature to refine your ads further. NXUnite’s guide to Google Ad Grants explains that “negative keywords are used to prevent your content from showing up in searches that contain certain words.” Adding negative keywords allows you to eliminate searches from people who aren’t looking for content related to your services.

For example, let’s say you’re running ads that target keywords related to saving endangered bears. In this case, you might notice that your ads show up for search queries like “Chicago bears,” “teddy bears,” and “the Berenstain Bears.” To prevent this, use negative keywords that eliminate irrelevant search queries, such as:

-chicago
-teddy
-berenstain

In turn, you’ll ensure your ads only show to qualified prospects, thus reducing wasted ad spend.

The bottom line: Meeting the Google Grant eligibility requirements is only step one. You’ll need to take steps like optimizing your landing pages and picking the right keywords to make the most of your funding.

Additional Resources

Google Ad Grants are one of the most valuable marketing tools your nonprofit can access. Now that you know how to apply for these grants, you’re halfway to Google Ads success!

Remember, working with a professional can simplify your Google Ad Grant management and help you skip the learning curve that comes with the proram.

Check out these resources for more insight into online marketing and fundraising:

What Is A Google Ad Grant? The Ultimate Guide for Nonprofits. Still curious about what to expect when getting started with Google Ad Grants? Learn more about the basics of the program in this guide.
Hiring A Google Grants Manager: A Guide & 9 Agencies. Working with a Google Ad Grants manager is the best way to maximize your nonprofit’s revenue. Explore tips for hiring an expert and get recommendations for top agencies in this guide from Nonprofits Source.
The Fundraiser’s Guide to Improving Nonprofit Data Hygiene. A great Google Ad Grants management strategy starts with a strong data foundation. NPOInfo’s guide to data hygiene for nonprofits will help you ensure your fundraising data is working for you.

Corporate Matching Gift Forms | The Ultimate Guide

January 25, 2023/in Learning Center, Corporate Consulting, Learning Center /by Adam Weinger

Most match-eligible donors rely on some kind of matching gift forms to complete their end of the matching gift process. However, these forms (and the steps taken to submit them) can look wildly different from one company to the next.

In order to best simplify and guide employee donors through the submission process, it’s important that you understand the ins and outs of paper, electronic, and e-submission match forms⁠—plus form alternatives.

From the nonprofit side, giving your supporters the tools they need to complete a match request helps maximize the matching gift revenue you ultimately collect.

On the other hand, as a company, considering all available options for submission forms can make a big difference as you work to develop and finetune your matching gift program.

In this guide, we’ll provide everything you need to know about corporate matching gift forms, including:

What are matching gift submission forms?
Why matching gift forms matter
Elements of a corporate matching gift form
3 types of matching gift submission forms (and alternatives)
How a matching gift database fits in

As a main source of corporate philanthropy, matching gifts are not an opportunity you want to miss out on⁠. That’s true regardless of whether you’re looking at it from the nonprofit or the business perspective.

The right matching gift forms⁠—and an understanding of how to use them⁠—can bring your team’s strategy to the next level.

Let’s get started!

What are matching gift submission forms?

Matching gift submission forms are a specific type of documentation used within the corporate matching gift process.

When a company launches a matching gift program, it typically provides employees with access to a blank form (note: while some companies may still offer paper options, these forms are most often made available online and hosted within a corporate matching vendor platform). This document typically incorporates a number of fields that share context into the individual donation, the receiving nonprofit, and the team member submitting the request.

The form is then completed by the donor after making their initial nonprofit contribution as a way to formally request a match from their employer.

Then, the application is submitted to the company through the business’s specified channel. From there, the employer reviews the provided materials, verifies the initial donation, ensures the gift meets the company’s matching criteria, and approves the match.

Why matching gift forms matter

From start to finish, the matching gift process encompasses a few key phases⁠. These include the initial donation, the employee request, the match review, and finally, the corporate gift.

Of these stages, the majority of match-eligible gifts drop off before or during the employee request component. For nearly all companies, the request stage involves the employee donor filling out an online matching gift form. And the ease with which an individual can complete their match form directly correlates to fulfilled matching gift success.

In other words, the best matching gift forms result in more matching gifts.

If that’s not enough of an answer, let’s take a closer look at why corporate matching gift forms matter…

To Donors

From the donor’s perspective, a matching gift form comprises the vast majority of the matching gift experience. Without it, there’s no employer donation ultimately secured, thus inhibiting the amplified giving impact an individual is aiming to make.

Not to mention, the donor is the one who actively completes the form to request a match on behalf of their favorite organization. It makes sense that a positive user experience is a priority for this key stakeholder!

To Nonprofits

An estimated $4 to $7 billion in available matching revenue goes unclaimed each year. That’s funding that could be going to nonprofit causes but is ultimately left on the table by qualifying organizations and their donors.

In fact, most fundraising groups see only a fraction of the matching gift dollars available to them. Since one of the most significant roadblocks facing incomplete matches is the submission process, nonprofits understand that optimized matching gift forms can go a long way toward driving matches to completion.

To Companies

Companies invest time and effort into launching their matching gift programs. It goes without saying that they want employees to partake. After all, heightened staff participation levels result in better overall CSR⁠—and, with it, increased employee engagement, improved company culture, unique cause marketing benefits, elevated brand reputation, and more.

However, complicated request processes can be a significant hindrance to team-wide engagement with the offerings. Thus, companies want to establish easy-to-use corporate match forms that provide positive experiences for their employees.

Elements of a corporate matching gift form

Regardless of the type of form a company utilizes, most matching gift submissions request the same pieces of information. And this information generally falls into three overarching categories:

Donor Information

Companies typically request a number of personal data points relating to the individual employee within the matching gift application. Though it can vary greatly from business to business, this information might include:

The donor’s name
Employee identification number
Corporate email address
Personal mailing address
Phone number

Providing these details generally certifies that the donor is who they say they are (i.e., an employee of the company from which they’re requesting a match). Plus, it ensures the employer knows who is requesting the matching gift for their own records and to track participation and donation totals over time.

Nonprofit Information

Most match forms also ask specific questions pertaining to the organization an individual has supported. This might include:

The recipient organization’s name
Website URL
Employer identification (or tax ID) number
Type of organization (e.g., cultural, educational)
Phone number
Mailing address

Information about the nonprofit can help determine that the organization meets the company’s eligibility requirements (i.e., mission type). Not only that, but it also ensures that the person in charge of the corporate matching program has appropriate contact information for the nonprofit group, should they need to get in touch to verify the initial donation.

Donation Information

This final section is typically where the company asks employees to provide details regarding the original donation. Again, this enables the employer to determine whether the initial gift qualifies for a match (falls within the donation threshold, is submitted prior to the submission deadline, etc.).

Commonly required fields include:

Gift amount
Transaction date
Payment currency
Donation method

Many companies also request proof of the original donation, which nonprofits often provide in the form of tax-deductible gift receipts. And that’s where the individual donor’s side of the matching gift submission typically ends.

However, some employers require the recipient organization to verify the initial contribution themselves. In those cases, a vital step of the matching process falls into the hands of the nonprofit group.

After an employee completes the matching gift request, the nonprofit is typically notified (whether by mail or within a CSR portal) that an employee has requested a match. At this point, the organization must log into the company’s verification system to confirm that the specified employee made a donation to the cause. They may even be asked to provide a letter verifying the organization’s IRS-sanctioned 501(c)(3) status.

3 types of matching gift submission forms (and alternatives)

There are currently three main types of matching gift forms⁠. These include paper, electronic, and Double the Donation’s standard form. However, innovative corporate giving platforms are developing streamlined submission processes that allow donors to bypass the matching gift form altogether.

Each company that offers a matching program is able to establish its own match request process⁠. This includes selecting one or more matching gift forms and/or alternatives to accept.

Let’s take a closer look at each submission type, and the general process asked of donors to complete it.

Paper Matching Gift Forms

When it comes to matching gift forms, paper documents are where it all started. In fact, the first-ever matching gift program was developed before the internet was even invented!

Today, however, most matching gift donors prefer electronic forms; though some companies continue to accept⁠—or even require⁠—traditional paper documentation.

We don’t recommend companies use this type of outdated match form. After all, it’s a lot of extra work for the donor, the nonprofit, and the company itself. Still, it’s important to understand the process should you run into a situation involving paper submission forms in any case.

And here’s how it typically works. Employees at corporations with paper match forms go through the following steps to submit their match requests:

Match Eligibility Identification

The first step involved in any matching gift process is determining match program eligibility. And there can be quite a few factors at play here, including whether the company matches employee gifts at all, whether the employee in question qualifies for matching, whether the donation amount and recipient organization meet the company’s standards, and more.

This information can be uncovered in a few ways, from the company itself to a third-party tool such as Double the Donation.

Request Form Location

The next phase of the process involves locating the appropriate matching gift form. And unfortunately, this can be a bit trickier with paper forms compared to other types of matching gift submissions.

Double the Donation or the employer may provide access to printable versions of the forms online, or they may be requested in person from the HR department or company leadership.

Paper Matching Gift Form Submission

Once the match request forms have been accessed, donors are prompted to complete and submit the document via the channel established by the company. Some employers may accept the forms in person (again, likely to the HR office or manager), while others may require match forms to be submitted via mail to a provided address. Others yet can offer some sort of fillable PDF option, which may be completed and submitted online.

Electronic Matching Gift Forms

Technology is rapidly progressing, so it makes sense that many companies have transitioned to electronic forms. Doing so not only reduces programming costs and administrative lift but also simplifies participation for employees.

Electronic forms give donors a bit more freedom regarding when, where, and how easily they complete their requests.

Here’s what the process typically looks like:

Employee Sign-In / Registration

To access and complete electronic matching gift forms, employees usually have to log into the company’s CSR platform. This step typically involves creating or signing in with a username and password for the site.

In order to locate the login page, individuals may be directed from their company’s HR department or manager, or they might receive a link through the nonprofit to which they contributed⁠—specifically if the organization uses Double the Donation’s tools.

Match Request Submission

Once in, the employee is prompted to complete the actual request process.

Like paper forms, individuals are asked to register their match requests by providing key data points. Though the exact process can vary based on the CSR portal a company uses, donors generally begin by searching for (or adding) the nonprofit they’ve supported from the portal’s list of verified causes.

From there, individuals typically provide a number of data points pertaining to their recent gifts⁠—such as payment type, domain amount, currency, transaction date, and more.

Then the request is complete, and donors can submit their application with a click of a button!

Double the Donation’s Standard Matching Gift Form

Somewhere between a paper matching gift request and a complete online submission portal is Double the Donation’s intuitive standard match form.

Companies can easily opt into accepting this online form, which then enables streamlined automated electronic submissions for their employees. With this offering, donors can more easily complete their matching gift requests, thus increasing program usage and impact overall.

Double the Donation aims to make matching gifts as simple as possible, and the standard form was designed for just that purpose.

Here’s what the process looks like for eligible donors submitting the standard matching gift form:

Employer Selection

As donors give to nonprofits that use Double the Donation’s matching gift software, they’re prompted to enter their employing company in an auto-completing search tool embedded in the donation form. This is done to uncover match eligibility and determine whether the company accepts the standard matching gift form.

Identity Verification and Authorization

If so, the donor is provided with an opportunity to submit their match automatically, directly from the organization’s gift confirmation screen. Typically, all they are required to do here is verify their identity by providing a corporate email address and check a box that authorizes Double the Donation to submit the match request on their behalf.

Behind-the-Scenes Submission

Once authorized, Double the Donation pulls necessary information from the donation process itself and automatically fills in the blanks on the premade standard matching gift form. Upon completion, the form is sent as a PDF document to the matching gift coordinator designated by the company to review and approve as usual.

Matching Gift Form Alternative ⁠— Auto-Submission

Online match portals that facilitate electronic request forms have long been working to streamline and improve the match submission process. And Double the Donation shares the same goal.

Now, Double the Donation is partnering with select CSR software providers to do exactly that. By providing an innovative matching gift form alternative, auto-submission allows qualifying donors to submit match requests without a matching gift form at all.

All they’re typically asked to do is enter their corporate email address on the gift confirmation screen and authorize Double the Donation to submit a match on their behalf. From there, the integrated software ecosystem collects necessary data points and funnels the information directly to the employer’s corporate giving platform behind the scenes.

Then, the company reviews and approves the match within the software system as usual.

This revolutionary new function benefits donors (with streamlined submission processes and fewer roadblocks), nonprofits (with increased match revenue), and companies (elevated program participation) alike. It’s a win-win-win!

And as more companies and CSR providers begin rolling out the feature in partnership with Double the Donation, an ever-growing number of nonprofit supporters will be able to leverage the matching gift form alternative.

Learn more about matching gift auto-submission here.

How a matching gift database fits in

Double the Donation has compiled the industry’s most in-depth source of matching gift information. Our comprehensive database provides access to details regarding more than 24,000 companies’ (equating to approximately 99.68% of all match-eligible donors) program guidelines and request processes.

By sharing a summary of each company’s matching gift program, we aim to make it increasingly easy for donors to complete their matches on behalf of the organizations they support.
When donors search for their employers using the associated database search tool, they’ll instantly receive any available guidelines for their employers’ programs. If available (which, over 91% of companies’ forms are), a direct link to online match forms and other related documents will be given to them, too!

Here’s an example of what you might see when searching for an employer with Double the Donation’s matching gift database search tool:

Donors will also be provided with other relevant information, such as:

The company’s match ratio;
Minimum and maximum match amounts;
Eligible employee groups (full-time, part-time, retired, spouses, etc.);
Qualifying nonprofit mission types;
Match request processes and forms (online or offline);
Submission deadlines;
Other available programs (i.e., volunteer grants).

A corporate database can provide powerful insights into thousands of companies’ matching gift programs and next steps. That can go a long way toward maximizing program participation for donors by simplifying the processes involved.

Nonprofits interested in benefiting from our innovative matching gift database and automation software can do so by requesting a demo here.

As for companies⁠, make sure your giving program is included in our comprehensive database of corporate match information. This enables employees to have quick and easy access to program guidelines and forms from their favorite organizations’ giving pages! Click here to add your company to Double the Donation’s matching gift database.

Wrapping Up

Matching gift forms play a crucial role in the overall matching gift process⁠—not to mention strategic corporate match fundraising.

At this point, your team should know all about the different types and components of corporate matching gift forms, the value for nonprofits, companies, and donors, and more. Now, it’s time to get out there and start maximizing your matching gift revenue!

Interested in learning more about matching gift best practices? Check out these additional recommended resources:

Matching Gift Process: A Complete Step-by-Step Overview. Corporate matching gift forms essentially kick off the match request experience. Walk through the entire process in this detailed guide to see each step in action.
8 Ways to Encourage Donors to Submit Matching Gift Requests. Providing easy access to donors’ matching forms can go a long way toward driving requests to completion. Check out several other practices for doing so!
Matching Gift Guidelines | Ratios, Minimums, Maximums & More. Before completing a matching gift form, you’ll need to understand the company’s match eligibility guidelines. Discover common criteria and how to locate it here.

Take matching a step further with auto-submission functionality.

The Complete Guide to Celebrating Matching Gift Month This February

January 23, 2023/in Learning Center, Marketing Strategies, Fundraising Ideas, Learning Center /by Adam Weinger

February is a time to celebrate love and happiness⁠—and matching gifts. That’s why it’s been dubbed the official Matching Gift Month. This year, we recommend taking the opportunity to scale up your matching gift promotional efforts accordingly.

We’ll cover everything you need to know to celebrate corporate giving and drive action (and matches) this February.

What is Matching Gift Month?

Matching Gift Month is an annual celebration of corporate donation-matching, often used to increase awareness and usage of match programs. Held in February each year, Matching Gift, or Match Month, is an opportunity to recognize the impact that corporate philanthropy offerings like matching gifts and more can have on nonprofit fundraising groups.

Many mission-focused organizations and schools take time to elevate their matching gift fundraising and really push the initiatives forward. If you’re looking for new and exciting ways to amplify your mission’s efforts, you’ve come to the right place.

Research indicates that an estimated $7 billion in matching gift revenue goes unclaimed by qualifying nonprofits and their donors each year. That’s funding that should be going to organizations like yours to aid in better pursuing your cause. And it’s why we’re sharing seven standout ideas for celebrating Matching Gift Month this year to help close the gap.

These include:

Giving your internal team a refresher course
Sharing on social media
Encouraging non-eligible donors to advocate for new programs
Pursuing one-off matching gift program opportunities
Following up on previously made donations
Including matching gifts in staff email signatures
Making matching easy

Ready to bring your matching gift fundraising to the next level this month? Let’s jump in with our top recommendations.

7 Powerful Ways to Celebrate Matching Gift Month This Year

These smart marketing and engagement ideas inhabit a fun sense of novelty this month. But they’re also impactful for long-term engagement in your organization’s overall strategy.

For the best results, we suggest integrating multiple of the following actions⁠—both this month and beyond.

1. Give your internal team a refresher course.

Before ramping up your organization’s matching gift efforts for Match Month, it’s a good idea to take a look inward. Hopefully, your internal fundraising team should be well-versed in matching gift information. But perhaps you’ve had a few new team members join since your last group training, or maybe your staff (and volunteers!) could just use a refresher.

The solution? Start off Matching Gift Month right with your own team. Take the opportunity to reiterate the importance of corporate matching gift programs. Provide access to educational resources (tip: we have some fantastic free eBooks, blog posts, and webinars at Double the Donation). Practice asking common matching gift questions, ensuring that all individuals have the knowledge and assets to answer them.

When it comes to driving matching gift revenue, your internal team encompasses your greatest assets. Make sure they’re ready to advocate for the opportunities as best they can!

2. Share on social media.

Your organization likely has at least one, but likely a number of profiles on popular social media sites. Whether it’s a Facebook page, an Instagram profile, or even a TikTok account, your strategic web presence can go a long way toward marketing matching gifts online. And what better time is there to get started (or elevate your strategy) than during Matching Gift Month?

Consider sharing the following types of content on your nonprofit’s social profiles:

Images and videos

Social media platforms are becoming increasingly visual-focused. If you want to grab⁠—and maintain⁠—your audience’s attention as they scroll through their feeds, research indicates that incorporating eye-catching images and videos is the way to go. In fact, studies show that image-based social posts receive 2.3 times more engagement than those without, and posts with video content can see up to 10 times higher engagement levels.

That said, Matching Gift Month is an optimal time to produce and share matching gift marketing videos and imagery. Or get started with our pre-made social media graphics here:

Industry research

Highlight key statistics that effectively demonstrate the potential that corporate matching brings. Double the Donation has compiled some of our favorite figures here, including an overview of unclaimed funding and a wide range of participating companies.

Success stories

Use social proof to drive success on social media by sharing stories of previous matching gift successes. This might mean highlighting a total sum of matching gift revenue (e.g., our organization collected more than $50,000 in matching gift funds from donors like you) or including specific examples of prior match donors (Sarah from Home Depot secured a corporate match on our behalf equaling $5,000, bringing her total contribution value to more than $10,000).

When your followers see the influence that other matching gifts have had, they’ll be more likely to take steps to do so themselves.

Impact

Your supporters care about the impact your organization (and, by extension, their donations) brings. Reiterate that donation-matching programs enable donors to double their impact without reaching back into their own wallets. If you can put it in terms of tangible impact (e.g., feed two shelter cats for the cost of one), even better!

Keep in mind that you’ll want to link back to additional resources from all of your social media posts. If you already have a built-out matching gift web page (which you should), consider driving traffic to the page for supporters to learn more about the opportunity.

You can even add a little blurb about Matching Gift Month to your web page, as Case Western Reserve University has here:

3. Encourage non-eligible donors to advocate for new programs.

Unfortunately, not all companies match employee donations (though new programs are added every day). And some employers are likely interested in getting started⁠—they might just need a little push to do so.

Luckily, your existing (non-match-eligible) donors can be some of your best champions for inspiring new matching programs. Sometimes all it takes is an email from a philanthropic employee to get the ball rolling for a new corporate program. And Matching Gift Month can be the perfect time to begin laying a foundation.

Consider sharing a template like this to provide a baseline for supporters considering advocating on your behalf this month:

Subject line: Request for a corporate matching gift program

Hi [manager or HR representative name],

I am writing to request the addition of a corporate matching gift program at [company name].

Thousands of companies across the globe have established employee matching gift programs, agreeing to match gifts made by their employees to qualifying nonprofit causes with their own corporate donations.

This is an extremely beneficial program to host for every party involved⁠—including the company, its employees, and the nonprofits they support. If you’d like to take steps to establish a matching gift program for the company, Double the Donation has provided a number of detailed guides that walk corporate leaders through the process.

Thank you for your consideration!

P.S. ⁠— February is National Matching Gift Month, so it’s a great time to get started!

We’ve even written a dedicated blog post on the topic. Feel free to send this article⁠—How to Advocate for a Matching Gift Program to Your Employer⁠—to your donors to guide them through the process of proposing programs for their companies.

4. Pursue one-off matching gift program opportunities.

Most companies that match employee donations agree to do so to most nonprofit causes. However, if an organization has an existing partnership with a corporation, they may seek a one-off (or unique) matching gift program that is exclusive to the cause.

In some cases, this type of offering can be an ongoing sponsorship opportunity. But it also may be limited to a particular period of time⁠—such as Matching Gift Month! Thus, February (and/or the weeks leading up to February) can be a great chance to begin pursuing such a relationship.

Keep in mind that a one-off match initiative may be formed with a company that does not yet offer a complete matching program. (For example, Carl’s Computer Company does not have an established matching gift program but agrees to match donations solely made to Atlanta University.)

However, another option is partnering with a company that does offer a traditional matching gift program⁠—but wants to match donations to your organization at a higher rate. (Carl’s Computer Company matches employee donations to all 501(c)(3) nonprofits at a dollar-for-dollar rate and matches gifts made to Atlanta University at a 2:1 ratio.)

Either type of program can be beneficial to your cause, your donors, and your corporate partners.

5. Follow up on previously made donations.

Your organization’s work promoting Matching Gift Month might very well drive a number of new donations⁠—and matches⁠—to your cause. But another strategy you can employ involves following up on previously made gifts and encouraging still-eligible donors to submit their requests retroactively.

For example, Match Month falls just a few weeks after the year-end giving season, when most organizations see elevated giving. Many of those donations may still qualify for corporate matching, even into the first few months of the new year. In fact, tons of companies set generous matching gift request deadlines⁠—often allowing up to a year after the initial donation is made.

Take the opportunity to remind eligible donors about their employers’ matching gift programs and how they can get involved.

6. Include matching gifts in staff email signatures.

This is perhaps our simplest suggestion for celebrating Match Month, but it can be particularly effective when paired with some of our other top ideas. We recommend adding a quick line mentioning matching gift opportunities to all of your team members’ email signatures.

More than likely, your organization sends a ton of emails⁠—from donation appeals to thank-you messages and even nonprofit programming outreach. By incorporating matching gifts in automatic signatures, you can use every piece of communication with your cause as a way to promote donation-matching.

While you could add a simple blurb beneath an individual’s name and contact information, making it stand out can produce great results. For that reason, consider getting a graphic made and added to each person’s signature.

You can even use the space to link to additional resources where recipients can learn more.

7. Make matching easy.

Our final idea for celebrating Matching Gift Month is one that will benefit your organization well beyond the 28 (or 29) days of February. A lot of our previous recommendations involve raising awareness of program opportunities in the first place. Now, we suggest going a few steps further and driving matches by simplifying the processes involved.

After all, donors love matching gifts. They love getting the opportunity to multiply their contribution impact. But even your most dedicated supporters risk not following through when the process required to do so is too complicated or time-consuming.

That’s why we recommend fundraising organizations employ matching gift software to streamline and simplify the process. For example, 360MatchPro by Double the Donation empowers nonprofits to:

Identify eligibility with the industry’s most comprehensive database of matching gift company information and corresponding search tool;
Provide employer-specific matching gift program guidelines (minimum and maximum donation amounts, qualifying employees and nonprofit causes, match ratios, and more) and direct links to online submission forms;
Enable innovative auto-submission capabilities for select donors, allowing them to complete the match request process directly from the organization’s giving page;
Trigger automated and personalized matching gift follow-up messaging to remind donors about matching gift availability and next steps.

Not only does this benefit your donors by making matching programs more accessible, but it also ensures more back-end efficiency for your internal team and results in matching gift revenue growth of more than 61%.

Wrapping Up

Matching gifts have the potential to elevate your organization’s fundraising, bringing your overall community impact to new heights. This Matching Gift Month celebration can be a fantastic opportunity to jumpstart or scale up your efforts⁠. But it’s certainly not the only time to pursue this funding source.

As you aim to drive awareness of—and participation in⁠—the programs this February, remember that the value of a long-term matching gift strategy can boost your fundraising for the months and years to come. And the tips and practices outlined above can help!

Looking for more helpful matching gift resources? Check out our other recommended blog posts to continue learning:

Corporate Matching Gift Programs: The Definitive Guide for Growing Revenue. Dive into the basics and beyond with this complete guide to corporate matching gift programs. Find out everything from common guidelines and well-known programs to streamlining your efforts with matching gift software.
8 Ways to Encourage Donors to Submit Employee Matching Gift Requests. Not all match-eligible donors will complete their submission processes right away. Discover several impactful strategies for driving more matches to completion with this smart guide. Then, incorporate these methods to raise more!
Free eBook: The Ultimate Guide to Marketing Matching Gifts. Learn everything there is to know about marketing matching gift programs effectively with our free downloadable resource. This guide covers top strategies for raising awareness and elevating matching gift fundraising with ease.

What to Know About Our Standard Matching Gift Request Form

What to Know About Double the Donation’s Standard Matching Gift Form

January 13, 2023/in Learning Center, Learning Center, About Double the Donation, Company Updates /by Adam Weinger

Corporate matching gifts can offer a significant revenue source for charitable organizations. In order to leverage the programs, a nonprofit’s donors typically must submit a matching gift form to their employers. The form essentially allows an individual to provide details about their own qualifying donation and request an associated corporate match.

Unfortunately, this has long been a critical drop-off point for organizations looking to make the most of available matching opportunities. Many donors lack an understanding of the request process that is required of them. That’s why, for more than a decade, Double the Donation has created software aimed to simplify the process by providing company-specific details, next steps, and more.

Now, we’re taking it a step further with our easier-than-ever-before standard matching gift form. And in this guide, we’ll tell you all about it as we walk through the basics:

What is Double the Donation’s standard matching gift form?
How does the standard matching gift request form work?
Key benefits of our standard form for donors, nonprofits, and companies
Getting started with our matching gift request form

Unclaimed matches hinder the impact potential of charitable organizations, their donors, and the businesses partaking in workplace giving programs alike. By streamlining and automating the request process altogether, we can take an additional step toward maximal usage.

Let’s see how Double the Donation’s intuitive standard matching gift request form can help.

Top tip! Consider working with one of our suggested CSR platforms as your #1 choice for workplace giving program management. But if you’re not ready for that, our standard matching gift form is a great backup!

What is Double the Donation’s standard matching gift form?

There is a range of ways that a donor can submit a matching gift request to their employing company, and a lot of that depends on the company the individual works for. For example, one old-fashioned company might still accept paper forms that require employees to complete and scan or mail back to process. At the same time, a different business may have moved to a completely online system using a digital submission portal.

Regardless of the method with which documentation is completed, a matching gift form generally encapsulates the same information. Most often, these include three types of data points:

Donor Information ⁠— Details about the donors themselves; Frequently some combination of name, contact information, and perhaps an employee identification number.
Recipient Nonprofit Information ⁠— Provides an overview of the nonprofit the individual donor supported; Typically asks for the organization name, mailing address, EIN, and other contact information.
Donation Information ⁠— Pertaining to the recent transaction; Generally involves a donation amount and date.

As you might guess, a lot of the above information can be a bit redundant for the donor. Now, Double the Donation’s standard matching gift form pulls the necessary data points directly from the transaction, as well as information collected from nonprofits, to automatically fill in the document. Once completed, a PDF is immediately sent to the matching gift coordinator via email designated by the company.

It’s an easier process for donors and ultimately results in a greater matching gift program impact.

How does the standard matching gift request form work?

Perhaps you’re thinking, “sounds great⁠—but how does it actually work?” In that case, let’s see the process in action for participating companies, step by step.

1. An individual makes a donation to their favorite nonprofit cause, entering their employer’s name in Double the Donation’s company search tool.

If their employing company has enabled matching gift e-submission through our standard request form, the donor will be prompted to authorize Double the Donation to submit a match on their behalf. (Typically, all the individual is required to do is enter their corporate email address and check a box!)

2. Double the Donation automatically fills in the blanks on our standard matching gift form to provide the employing company with the information they need.

Generally, donor and transaction information is pulled from the donation record itself, while nonprofit details are made available through pre-filled organization profiles within 360MatchPro.

3. The auto-filled match request form is emailed in a PDF document to the matching gift coordinator identified by the company.

From there, the employer reviews the match request, as usual, to ensure the initial donation meets the company’s predetermined match eligibility criteria. Assuming it does, the match is approved, and funding is provided to the nonprofit cause!

Key benefits of our standard form for donors, nonprofits, and companies

The more you can simplify the matching gift process, the better your overall results will be. This is true whether you’re on the corporate or the nonprofit side of things. And luckily, Double the Donation’s standard match request form is designed to do just that for both parties⁠—plus your common denominator, employee donors.

Let’s dive into a few key advantages for each perspective.

For Donors

Donors love participating in matching gift programs (in fact, 84% of individuals report being more likely to give if they know a match is being offered). But when the process involved gets too complicated or time-consuming, even dedicated and eligible donors sometimes fail to complete the task.

When all that’s asked of them is to enter their corporate email address, on the other hand, individuals will be much more likely to follow through. And in doing so, participating donors receive the benefit of knowing their support is going twice as far for a cause they care about.

For Nonprofits

According to matching gift research, only 8% of eligible donors know their employers offer a matching gift program and know how to go about submitting a match request. This significant knowledge gap plays a huge role in more than $4 to $7 billion in available match funding going unclaimed each year.

By simplifying the request process and providing an easy way for donors to submit requests to their companies, Double the Donation’s standard match form results in increased funding for nonprofit organizations.

For Companies

Companies that accept the standard matching gift form receive all the benefits of offering a matching gift program in the first place⁠—in larger quantities. After all, the more a business donates to charitable causes, the better its overall CSR. Optimal CSR leads to elevated employee engagement (productivity, longevity, recruitment, etc.), improved image (increased sales and brand loyalty), and more.

Leveraging Double the Donation’s standard match form simplifies employee participation, thus maximizing program use levels.

Getting started with our matching gift request form

We’ve designed our standard matching gift form to be as simple as possible⁠—while still accomplishing the intended task. And that includes the ease with which organizations and businesses can get set up.

Interested in taking the next steps? Here’s how you can quickly begin leveraging the benefits of the common match request form for your team.

For Nonprofits

If your nonprofit employs Double the Donation’s matching gift automation solution, there’s good news! Your donors are already set to partake in streamlined e-submission through our standard request form. When a qualifying individual makes a donation using your online giving form and selects their employer during the donation experience, they’ll be prompted to submit their match request automatically from your gift confirmation screen.

To ensure the match form is completed with accurate information, be sure to fill out your Organization Profile in 360MatchPro. This also increases the likelihood that matches are approved by participating companies. And it simplifies the process for you, your donors, and their employers.

If your organization has yet to get started with 360MatchPro, you can schedule a demo here to see our tools in action⁠—and learn more about the impact of the standard match form.

For Companies

Double the Donation’s matching gift form can certainly simplify the matching gift request process for employees. Still, we recommend that companies leverage a complete corporate giving platform to manage their philanthropic efforts. But if you’re looking for a temporary solution to streamline matching gifts from the donor’s perspective or would like to accept our standard matching gift form in addition to your more built-out process, getting started is quick and easy.

Here’s how:

If your company has developed an employee matching program for the first time, click here to add your initiative to our comprehensive database. As you provide information about your company’s submission process, be sure to select that you’d like to use Double the Donation’s standard form.

On the other hand, if your company’s existing program is already listed in Double the Donation’s database, click here to suggest updates to your program guidelines. Then, indicate that you’d like to accept the standard match form. You’ll be prompted to enter the name, phone number, and email of the person who manages the company’s giving initiatives.

And that’s it! From there, the specified contact person will receive completed match request forms each time an employee makes a donation to a qualifying nonprofit and selects the automated e-submission choice.

Final Thoughts

The future of matching gifts is here, and it’s increasingly reliant on innovative technology to streamline and simplify the process. Double the Donation’s standard matching gift form is one example of this. As corporate philanthropy continues to become a higher priority by companies across the globe, the demand for matching gifts⁠—and standardized processes with them⁠—will continue to grow.

Ready to learn more about corporate matching gift programs and the tools that power them? Check out our other recommended resources:

Matching Gift Auto-Submission + CSR Platforms | What to Know. Taking our standard matching gift form a few steps further is innovative matching gift auto-submission. Browse this guide to see how auto-submission functionality, in partnership with key CSR providers, can help.
Top 24 Matching Gift Companies: Leaders in Philanthropy. Find out how many standout businesses are already partaking in corporate philanthropy! Explore these top matching gift companies to see what makes them shine and get inspired to increase your own impact.
Corporate Matching Gift Process: A Complete Step-by-Step Guide. The better you understand the matching gift process, the more your team can participate in it to drive maximum results. Walk through our detailed, step-by-step guide to learn more and see matching gifts in action.

New and Improved Functionality: Matching Gift Form E-Sign

January 5, 2023/in Learning Center, About Double the Donation, Company Updates, Learning Center /by Adam Weinger

Matching gift programs have been revolutionized in the last several years, with companies of all shapes and sizes getting involved. And with this transformation is also that of matching gift forms. Ideally, employers want to offer a request process that is quick and easy for team members to participate and reduces administrative workload behind the scenes. So where does matching gift form e-sign come in?

Dive in to explore key trends and current happenings regarding employee match fundraising, particularly in terms of matching gift e-sign. We’ll walk through:

Historical significance of matching gift form e-sign functionality
The move away from paper matching gift forms
Discontinuation of Double the Donation’s prior matching gift form e-sign feature
The future of matching gift fundraising
Breakthrough auto-submission with CSR partners
E-submission with our standard matching gift form

Double the Donation has long been at the forefront of corporate giving innovation. That’s why we’re here to provide your team with the context you need to understand matching gift technology, functionality, and more.

The historical significance of matching gift form e-sign functionality

Historically, many companies required donors to submit matching gift request forms on paper. After all, General Electric launched the very first matching gift program in 1954, when electronic mail was still the stuff of science fiction. Over the next few decades, many matching gift programs used the paper form model for their original program launches as they were created.

Now, let’s fast forward to 2011, when Double the Donation was established. Some forward-thinking companies had already begun offering online submission to simplify the matching gift process for their employees. As a result, Double the Donation was perfectly positioned to help these donors submit their matching gift requests by linking directly to those online portals. But some companies were dragging their feet and still requiring paper matching gift forms.

How could Double the Donation support donors whose companies required paper forms? Our solution was to develop cutting-edge matching gift form e-sign functionality. With Double the Donation e-sign, donors could simply complete a pre-filled online PDF and send it to their company’s matching gift program managers that way.

And it worked! We saw an immediate increase in the percentage of these paper-only donors who submitted matching gift requests. But at the same time, the transition to electronic-only submission in the industry was already accelerating.

The move away from paper matching gift forms

As online submissions are increasing, the inverse is true for historic paper forms⁠—in the past few years, we’ve seen paper forms becoming significantly less popular.

For context, when Double the Donation got its start, about 70% of match-eligible employees had a paper or PDF option for submitting their matching gift requests. But by 2017, the percentage of match-eligible employees eligible to submit a paper form dropped all the way to 7.1%. And the number who actually chose to use the forms was even lower.

That’s because online portal submission is easier, faster, more secure, and all-around better for donors, the companies they work for, and the organizations they support. It’s been proven time and time again: When both an electronic submission option and a paper one are offered to the same employee group, more matching gift submissions are completed through the online process.

In fact, some of the most well-known philanthropic companies have adapted to an online-only submission process over the past few years. Check out these quotes from the following employers:

IBM: “New process for 2017. Next year, we will introduce an online process for matching grants and eliminate the use of printed applications.”
Merck: “Please discontinue the use of all paper request forms. Matching gift funds should be submitted via the Merck website.”
Alliant Energy: “We moved to an online request process only in 2015. This will provide a more efficient method for our Foundation.”
Prudential: “We will no longer offer paper forms for the Matching Gifts Program.”

And that was just the tip of the iceberg!

Discontinuation of Double the Donation’s prior matching gift form e-sign feature

So what did this mean for us?

With these process changes occurring, the percentage of donors submitting paper match requests continued to fall. By the end of 2018, only an estimated 4% of donors ⁠used the historical paper-only approach—and that figure has decreased steadily since then.

All these factors led us to the easy decision to shift our focus away from the e-signing of paper forms and toward the future of matching gifts.

Now, you might ask⁠—But haven’t you heard the statistic that 50% of companies use paper matching gift forms?

We certainly have! But it’s important to remember that in a changing industry, statistics and assumptions have to be continually re-assessed. Double the Donation commits to always looking into the data to recognize when we need to re-evaluate. This is one of those situations.

It may have been true years ago that 50% (or so) of companies required paper matching gift form submission. However, more recent analysis has shown that this statistic is not just outdated⁠—it doesn’t tell the full story.

Think about the different companies that have matching gift programs. Businesses of all shapes and sizes come to mind, from Home Depot with half a million employees to the local pizzeria that employs five individuals. Home Depot requires electronic form submission, while the local pizza joint requires paper forms. You can see that Home Depot’s program affects significantly more donors than the pizzeria.

In other words, ask yourself this:

What is more useful for your organization to know in this scenario: that 50%—or at this point, likely less⁠—of companies require paper forms or that a tiny percentage of match-eligible donors use paper forms? Which statistic should you base your fundraising decisions on?

Our answer to the previous question is exactly why we’ve started weighing our analysis by employee count⁠. And the resulting statistics tell a compelling story. The biggest matching gift programs affecting the largest percentages of donors have already moved away from paper matching gift forms. And we’re seeing smaller programs following suit, as well!

Therefore, at Double the Donation, we’re doing the same with our own development priorities.

The future of matching gift fundraising

The move to online matching isn’t the only trend we’re seeing in corporate social responsibility. In the past decade, we’ve also kept our fingers on the pulse of another trend: the increasing consolidation of workplace giving solutions.

More and more often, companies are turning to workplace giving platforms like Benevity, CyberGrants, YourCause, and more to help facilitate their matching gift programs. And it’s not just the Fortune 500 companies that are doing so! In fact, many breakthrough solutions⁠—such as Millie, Selflessly, Givinga, and POINT—have been designed specifically to aid small and mid-sized businesses in offering powerful matching gift programs.

Leveraging this type of software empowers charitable companies to do more with their philanthropic initiatives while minimizing the administrative workload. Meanwhile, we’ve also noticed that companies that outsource facilitation of their giving process can offer more streamlined and optimized processes for employees wanting to get involved. This tends to result in elevated program usage, highly engaged team members, and more dollars funneling into nonprofit causes overall.

Breakthrough auto-submission with CSR partners

In the spirit of continuous improvement when it comes to matching gift technology and the match request process, Double the Donation has recently released a new game-changing feature⁠—auto-submission.

This innovative functionality, made possible through strategic integrations with forward-thinking corporate giving platforms, enables employees to request matches directly from an organization’s gift confirmation screen. This allows them to bypass the request process almost entirely. All they typically have to do is provide their email address and authorize Double the Donation to submit their match.

We’ve certainly come a long way since paper forms; now, some donors don’t have to complete a form at all! And this benefits every party involved. Employee donors can request their matches in less time and with fewer roadblocks. Nonprofit organizations receive increased match funding and more highly engaged supporters. Companies see elevated program usage, satisfied employees, and better public images.

E-submission with our standard matching gift form

And that’s not all! The Double the Donation team has also developed a standard online matching gift form that employers can use to authorize automated electronic submissions themselves.

We recommend that all companies participating in workplace giving enlist the aid of a dedicated CSR platform. But for companies that may not be ready to take that next step but are interested in simplifying the matching gift request process, it’s now quick and easy to get started with our new standard submission form.

This basic form collects all the data an employer would need to review and approve a match request. This includes:

Donor information ⁠such as their name, corporate email address, and/or employee ID number;
Donation information ⁠such as donation amount and transaction date;
Nonprofit information ⁠such as name, website, mailing address, EIN, and more.

And it’s all automated so that donors can submit their matches quickly and easily, ultimately removing common roadblocks and driving more matching gifts to completion.

Top tip! Nonprofits looking to make the most of matching gift auto-submission and Double the Donation’s standard matching gift form should be sure to fill out their Organization Profile in 360MatchPro. This allows the right information to be incorporated into the automated submission form, making it more likely that the match is ultimately approved and paid out.

Final thoughts

Matching gift submission processes are becoming increasingly standardized, centralized, and digitized. So how can we support nonprofits, schools, and other fundraising organizations in this shifting environment? The answer lies in guiding donors through the electronic portal submission process.

At Double the Donation, we focus on giving donors confidence, speed, and accuracy when submitting their matching gift requests. That means prioritizing personalized automation flows and database accuracy.

We’re heading into the future, and we hope you’ll join us!

Interested in learning more about Double the Donation’s innovative matching gift tips and tools? Check out these other educational resources:

Matching Gift Auto-Submission + CSR Platforms | What to Know. Dive deeper into Double the Donation’s standout auto-submission process and the corporate giving partners that make this offering possible. Here’s what you should know!
Corporate Matching Gift Programs: The Definitive Guide for Growing Your Revenue. Read up on matching gift basics⁠—such as guidelines, top programs, best practices, and more⁠—with our most comprehensive resource on the topic.
Matching Gift Process: A Complete Step-by-Step Walkthrough. Understand the ins and outs of matching gift programs from start to finish. The more you know, the better you can position your team to collect available funds!