What You Need to Know About Retaining Matching Gift Donors

What You Need to Know About Retaining Matching Gift Donors

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As a nonprofit fundraising professional, you likely understand the importance of maximizing retention among supporters. But do you have a plan in place to go above and beyond, implementing the right strategies for effectively retaining matching gift donors?

After all, this segment has already proven to be some of your most dedicated supporters. Not only have they furthered your cause with their own generous donations, but they’ve gone the extra mile to amplify impact with corporate matching.

Communicating your appreciation for this group is a must. In doing so, you can increase the likelihood that they’ll remain involved with your organization over time.

Read on to explore the following key topics:

Ask yourself this: What is your organization doing to thank individuals who submit matching gift requests? How do you ensure these match-eligible supporters will do so the following year and the year after that? Is your staff effectively trained to pursue this opportunity?

Matching gifts are an often overlooked area in fundraising (with more than $4 to $7 billion in available match revenue going unclaimed annually), and the same is true when it comes to matching donor retention.

It’s time to change that! Let’s dive in to discuss effective matching gift donor retention and more.

What Are Matching Gift Donors?

Retaining matching gift donorsMatching gift donors are individuals who not only contribute their own dollars but also amplify their support by requesting matching gifts on your organization’s behalf.

More specifically, they are donors who:

These are some of your mission’s most valuable assets, and they’ve shown repeated dedication to your organization. Ultimately, matching gift donors can make a significant impact on a nonprofit’s fundraising efforts, corporate partnerships, and more.

And a large portion of your existing supporters likely qualify for these programs! In fact, an analysis of our matching gift database reports that over 26 million individuals are employed by companies with matching gift programs. That’s a significant opportunity that you don’t want to overlook.

Why Does Matching Gift Retention Matter?

Retaining matching gift donors matters for a lot of the same reasons that retaining traditional donors does. For one thing, it’s significantly easier⁠—and more cost-effective⁠—to obtain repeat funding from existing donors than it is to continuously try to make up revenue from new, one-time supporters.

This is especially true when it comes to matching gifts, as many donors will hear about the opportunity for the first time from your organization. Starting out, most donors will not be aware of their employer’s matching gift programs⁠—even if they qualify to participate. Therefore, you don’t want your efforts used to educate them to only make a one-time impact. When engaging with existing matching gift donors, however, you’ll be able to draw from their knowledge through experience rather than beginning at square one with the basics.

Not to mention, donors love participating in their employers’ matching initiatives. Research even indicates that 84% of individuals are more likely to donate if a match is available, with 1 in 3 stating they’d even increase the size of their gift if so.

Retaining matching gift donors is also a powerful way to build long-term relationships that go beyond the initial transaction, demonstrate impactful financial stewardship efforts, and aid the organization in pursuing its mission more effectively.
Increase donor support and retention with our guide to matching gifts in the donor journey

Key Strategies for Retaining Matching Gift Donors

Now you should understand the value of retaining matching gift donors over time. But how exactly can you plan to do so?

Here are some of our top-recommended matching gift retention strategies!

1. Make matching easy.

One of the most significant roadblocks to completing matching gifts is a critical knowledge gap surrounding the programs. In other words, eligible donors have no idea that they qualify for corporate matching. And those that have been informed about the programs often remain unaware of how to actually get involved.

In order to drive more matching gifts to completion⁠—the first, second, third times, and beyond⁠—it’s a good idea to make the process quick and easy. With a particularly complicated matching experience, a donor might complete their submission request. But they’re not likely to do so again the following year.

The best way to streamline matching? Employing the right software to do so!

Retaining matching gift donors with software to simplify the process

When you leverage Double the Donation’s matching gift tool in your website and fundraising channels, you can pinpoint qualifying donors and maximize potential revenue. It will even provide match-eligible individuals with direct links to company-specific matching forms that can typically be completed in five minutes or less.

Not to mention, new auto-submission capabilities empower qualifying donors to complete their matches right from their favorite organizations’ giving pages⁠. When all it takes is a few clicks of a button to submit a matching gift request, donors will be increasingly likely to do so each time they give.

2. Prioritize two-way communication throughout the process.

You’ve surely heard the phrase, “Communication is key.” When it comes to matching gifts, this is more true than ever!

After all, the process involves a few key stakeholders who each play a critical role in the success of a match⁠—namely, the donor, their employer, and the nonprofit to which they give. By tracking your supporters’ program eligibility and matching gift completions, you can most effectively ensure that everyone is on the same page.

That’s why we recommend asking donors to keep your team up to date on the status of their match requests. In your matching gift emails sent to encourage submissions, offer an easy way for individuals to mark their matches as being requested.

Retaining matching gift donors with two-way communications

And once their match goes through and your organization receives the corresponding check, your team can properly thank them⁠—closing the loop and confirming with the individual that their match was successful.

The easiest way to do so is with matching gift software! Not only can you easily incorporate an easy “Click here when you’ve submitted your match” button in your communications, but the tool will update responses by donors, enabling your organization to better track matches throughout the gift lifecycle.

3. Track matching gifts by donor.

Keeping track of matching gifts can be challenging without the right tools, but doing so can have a tremendous impact on how you recognize and follow up with matching gift donors. By effectively managing incoming matches, you can provide proper acknowledgment and stewardship to these donors. Ultimately, this helps strengthen your relationships and increase their likelihood of continued support in the future.

Once the matching gift lifecycle is complete, an organization typically receives a matching donation corresponding to the request previously submitted by their donor. Depending on the employer’s disbursement process, the match may show up as a check from the company itself or its CSR management vendor.

However, ensuring you’re able to attribute the match to the individual who requested it is essential for optimizing your matching donor relations. After all, you want to thank the individual donor rather than the employer or the CSR vendor. (Note: You can acknowledge the matching gift company for the donation if you’d like to, though it’s not necessary.)

More than likely, your nonprofit CRM offers the ability to make a note in a donor record or to link together associated donation listings. Make sure to do so in your donor management system and in your matching gift dashboard to maintain a complete picture of your successful matching gifts.

4. Thoroughly demonstrate gratitude.

Acknowledging matching gift donors to boost retention

Matching gifts are a key component of an effective fundraising strategy, and so is thanking the donors who complete the process. Otherwise, you’ll face the possibility of losing valuable supporters⁠. Or, at the very least, they’ll be less likely to submit matching gifts in the future.

A little acknowledgment can go a long way when it comes to retaining your donors⁠—matching gift-specific and otherwise. Personal messages of thanks can be sent using just about any channel but likely include:

  • Email
  • Text message
  • Phone calls
  • Direct mail
  • eCards

With the right automation system (like Double the Donation’s), you can even use customizable templates and brand the outreach to your organization. Plus, your team will save time and effort while ensuring no matching gift donors slip through the cracks.

Regardless of the medium you select, your thank-you note doesn’t have to be long or complicated. All it takes is a few sentences thanking an individual for submitting a matching gift! Not only do donors want to know that their form is being processed, but you’ll also stay fresh on their minds without asking for another donation.

Then, we recommend also employing messages of gratitude upon receiving the completed match. Remember⁠—though the matching gift did not come from the donor’s own wallet, it would not have been possible without their efforts. Oftentimes, these kinds of acknowledgments are sent once the check is actually processed, many months after match forms are initially submitted.

5. Enlist public recognition.

Beyond private efforts of thanksgiving, another way to deepen relationships with matching gift donors involves publicly acknowledging their above-and-beyond support of your cause.

Doing so allows your team to reinforce the impact of matching donors’ actions and stay fresh on their minds by outwardly thanking them.

And going further, it also helps promote these invaluable revenue opportunities to other donors who may not otherwise know about them. So not only is this a great retention strategy, but it can start the matching gift conversation with other supporters, too!

A few recommended ideas include:

  • Mentioning matching gift donors by name in a supporter newsletter
  • Sharing matching gift donor highlights on your social media pages
  • Adding matching gift donors to a (physical or virtual) donor wall
  • Acknowledging recent matching gift donors in a fundraising event speech

Retaining matching gift donors through social media recognition

Keep in mind that if you’d rather not mention all of your matching gift donors publicly by name, you might opt for a running count of matching gifts (or total revenue) received on your organization’s website! You might even call out a few of your company’s top matching gift providers, or the companies that are actively matching gifts to your cause.

6. Highlight amplified giving impact.

As you discuss the importance of matching gifts on your cause⁠—both in public and private communications⁠—it’s a good idea to continuously return the focus to the amplified giving impact made possible by corporate matching.

For example, begin highlighting specific projects or programs that have benefited from matching gift funding. Donors will better understand how the value of their dollars (and continued support through corporate matching participation) is vital to the success of your organization.

Consider this:

“Connie, thank you for your recent matching gift submission. We’ve received a corporate donation from your employer, thus doubling the impact of your initial gift.

Thanks to your contribution and the matching gift you requested on our behalf, we are now able to feed and house TWICE AS MANY furry friends here a the Cat Rescue Club. That’s two times the amount of kittens we’re able to get off the streets this month.”

After all, you know your donors have some sort of connection with your cause. Emphasizing the vitality of matching gifts through tangible mission impact is a great way to deepen your relationships and tug on their heartstrings to drive continuous matching gift involvement.

7. Make a note of matching gift program guidelines.

Each company that offers a matching gift program is able to establish its own eligibility criteria and program guidelines. Most often, this includes a combination of minimum and maximum donation amounts, matching gift ratios, qualifying nonprofit causes and employee types, and submission deadlines.

When it comes to retaining matching gift donors, two of the primary criteria you’ll likely consider are program maximums and submission deadlines. After all, the number of matches an individual can request may be limited by a program maximum. And the submission deadline is typically associated with the resetting of the annual cap. Thus, becoming familiar with this information can ensure your team is able to send targeted messages that adhere to their companies’ requirements.

Here’s an example:

Suzie works for Carl’s Computer Company, which offers a $5,000 match limit annually. She contributes $5,000 to your organization, which is then matched at a 1:1 rate⁠—and puts Suzie at the top of her match cap for the year. You don’t want to bombard Suzie with matching gift appeals she won’t qualify for, so you mark her temporarily ineligible for matching in your software system.

Retaining matching gift donors with program knowledge

However, you know that Carl’s Computer Company resets its matching program on June 1st, in line with the business’s fiscal year. When Suzie donates to your organization again the following June, you take the opportunity to send a personalized matching gift letter that reminds her of her renewed eligibility through her employer.

Having a solid understanding of your donors’ matching gift guidelines can help your organization tailor its strategy and better appeal to qualifying donors. (Again, a matching gift database tool can be a huge help here!)

8. Calculate year-over-year matching gift rates.

In order to measure your organization’s matching gift success and determine whether you’re effectively retaining matching gift donors over time, tracking and analyzing the right metrics is essential.

To calculate your matching gift donor retention rate, you’ll want to first establish the number of individuals whose gifts resulted in corporate matches during a year-long period. Then, determine the number of individuals whose gifts resulted in corporate matches again the following year. Divide the number of returning matching gift donors by the total number of matching gift donors from the most recent period and multiply the figure by 100.

Here’s an example:

The Cat Rescue Club receives 1,000 matching gifts in year 1. The following year, 400 of those matching gift donors submit matching gift requests again for their most recent gifts.

400 divided by 1,000 equals 0.4, which, multiplied by 100, produces an annual matching gift retention rate of 40%.

From there, you’ll want to continue calculating and tracking this figure over time. The hope is that with the right tips and strategies driving your donor communications, you’ll ultimately see substantial growth in your matching gift retention levels year over year.

If you’re seeing stagnation or a decrease in submitted or completed matching gifts, however, consider revamping your matching gift promotional strategy to expedite growth.

9. Invest in strategic data stewardship.

According to recent studies, it costs an organization $1 to verify a record upon entry, $10 to dedupe and clean data AFTER input, and $100 per bad record if nothing is done. Because identifying matching gift opportunities and maintaining donor retention both begin with having accurate data on your donors, it’s a good idea to kick off your retention strategy by investing in data stewardship.

This can be achieved by concentrating on small changes to processes that your organization may be missing right now. For example…

  • Invest in creating a useable policies and procedures manual for data management.
  • Run a quarterly NCOA update on your mailing addresses.
  • Perform regular donor surveys to collect up-to-date information and communication preferences.
  • Strategically plan how you will address data integration across platforms.
  • Collect company information each time a donor gives to ensure accurate and up-to-date employment records.

Remember: having accurate information on file helps ensure that your automated marketing will be delivered, personalized, and increasingly impactful to drive more matching gift requests to completion. The cleaner your data, the more positive results you’re likely to see!

10. Use personas to hone your retention message.

Once your organization has established a confident foundation for your donor database, you’ll be able to begin strategic outreach and cultivation around donor retention. Rather than randomly calling people who have donated in the past, we recommend implementing a data-driven outreach plan that centers around the creation of donor personas for your retention and stewardship needs.

The concept of personas originally came from the marketing world as a way to group buyers into key segments of your audience. However, developing a persona to organize your efforts can help clarify the key items that will relate to your audience. Instead of creating mass messaging that doesn’t appeal to anyone, organizations should be crafting communications that speak directly to a specific audience. You can even take it one step further and create personas around new match-eligible donors versus lapsed match-eligible donors.

Wrapping Up

Without generous supporters, your nonprofit would lack the resources necessary to continue working toward its goals. And matching gift donors, in particular, allow you to stretch your funding even further toward your cause.

Thus, make sure these supporters receive the gratitude and recognition they deserve⁠—while also working to simplify the process however you can. By implementing the above-mentioned strategies, you’ll boost your revenue and retain vital support for your cause.

Dive deeper into matching gift strategies for success! Check out the additional recommended resources below:

Learn more about encouraging and retaining matching gift donors with Double the Donation.

Marketing Your One-Off Matching Gift Program: Tips & Tricks

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Custom or exclusive matching gift partnerships are powerful fundraising opportunities—but only if your target audience knows about them. The solution? Marketing your organization’s one-off matching gift program well.

To make the most of the campaign, you’ll need a thoughtful strategy that reaches the right people at the right time with the right message.

In this post, we’ll break down tips and tricks to help your nonprofit successfully market your one-off matching gift program, boost donor participation, and build long-term value from short-term opportunities.

Let’s get started!

The Basics: What is a one-off matching gift program?

A one-off matching gift program is a customized partnership between a company and a specific nonprofit. Unlike ongoing corporate matching gift programs that apply broadly to employee donations made to any eligible nonprofit, one-off matches are tailored to support a single organization, typically for a limited time or tied to a specific campaign or event.

In this type of program, the company agrees to match employee donations exclusively to the selected nonprofit, often at a 1:1 ratio or higher. The timeframe can vary—it might be a single giving day, a multi-week campaign, or a long-term engagement.

These programs can be incredibly effective because they create a sense of urgency and focused support, while also generating excitement and engagement among employees. For nonprofits, they offer a unique opportunity to deepen a relationship with a corporate partner, raise more funds quickly, and increase visibility among the company’s workforce.

Why does marketing your one-off matching gift program matter?

Marketing your one-off matching gift program is essential because even the most generous offer won’t make an impact if no one knows it exists. These programs are often time-bound and specific, which means you have a narrow window to engage donors and maximize participation. Without strategic promotion, you risk leaving matching dollars on the table.

When you market a one-off matching gift effectively, however, you can:

Drive Immediate Action

One-off matches create shared purpose. A well-communicated match can motivate donors to give now rather than later, knowing their contribution will go twice as far.

Increase Total Revenue

Studies consistently show that donors are more likely to give—and to give more—when they know their gift will be matched. Marketing your program broadly helps you boost donation volume and average gift size during the campaign period.

Expand Visibility and Awareness

By thoroughly promoting the match, you not only increase donations but also raise awareness of your nonprofit’s partnership within the company. This strengthens your brand, highlights corporate support, and may even attract future opportunities. Plus, it gives you a chance to form relationships with individuals that can last beyond the dedicated partnership, too.

Widening your reach by marketing one-off matching gift programs

Deepen Donor Engagement

A one-off match can be a great moment to reconnect with lapsed donors or encourage new supporters to give for the first time. Promoting the opportunity gives you a compelling reason to reach out and spark engagement with clear, impact-driven messaging.

Ultimately, a strong marketing push ensures your one-off matching gift program lives up to its full potential, benefiting your organization, your supporters, and your corporate partner.

Marketing Tip #1: Create a dedicated landing page on your website.

One of the most effective ways to market your one-off matching gift program is to build a dedicated landing page on your nonprofit’s website. This page will serve as a central hub for all information related to the matching gift opportunity, making it easy for donors to understand the program and take action.

Marketing your one-off matching gift program on your website

Here’s why it works:

Clear, Focused Messaging

A standalone page allows you to focus entirely on the details of the one-off match—who is matching, how long the program runs, which gifts are eligible, and how donors can participate. This keeps your messaging consistent and avoids confusion.

Increased Visibility in Campaigns

Be sure to link to the landing page in all related marketing materials, including emails, social posts, and blog content. This helps drive traffic to a single, reliable source of truth, and it gives your campaign a professional, cohesive feel.

Highlight Your Corporate Partner

Use the page to highlight your business partner, emphasizing their dedication to philanthropy and community engagement. Include their logo, a quote from a company representative, or a thank-you message to show appreciation.

Capture More Matches

You can also include helpful tools, such as donation forms, FAQs, and direct links to corporate giving portals, if applicable. If your organization uses Double the Donation’s tools, this is a great place to embed your matching gift search widget to help donors check their eligibility—by adding the program to your database specifically.

By dedicating a space on your website to promote your one-off match, you boost engagement, streamline the donor experience, and demonstrate the value of your partnership.

Marketing Tip #2: Add the matching gift program to your Double the Donation database.

If your organization is partnering with a company on a one-off matching gift program, one of the most strategic moves you can make is to add the program to your Double the Donation search tool.

Custom matching gift programs' backend management

Here’s why this step is so valuable:

Surface the Match at the Right Moment

Double the Donation’s tools are integrated directly into many nonprofits’ donation forms and confirmation pages. When a donor identifies their employer, the system will instantly show whether a matching gift is available—including, with its dedicated custom match functionality, one-off programs. That means donors working for your partner company will see the promotion when they’re most likely to act: right after making a gift.

Streamline Donor Access to Key Details

Your listing can include all the relevant information about the one-off program: including match ratio, deadline, eligibility guidelines, and submission instructions. This saves your donors from having to dig for details and reduces friction in the matching process.

Enable Matching Gift Auto-Submission

Speaking of the matching process, Double the Donation’s exclusive matching gift functionality includes the ability to enable auto-submission for one-off matches. This means that qualifying donors won’t have to complete a separate matching gift request form, but instead can trigger a match straight from your gift confirmation page with a few clicks.

By adding your one-off matching gift opportunity to the Double the Donation platform, you enhance your campaign’s reach and efficiency—ensuring more donors are informed, eligible matches are claimed, and your organization receives the full benefit of the partnership.

Marketing Tip #3: Post about your one-off matching gift program on social media.

Social media is one of the most effective and accessible tools for spreading the word about your one-off matching gift program. It allows you to reach a wide audience quickly, generate excitement, and encourage action from your followers—especially those employed by your corporate partner.

Marketing your one-off matching gift program on social media

Here’s how to use social media strategically to promote your limited-time match:

Target the Right Audience

Focus your messaging on engaging both current supporters and employees of the partnering company. Be clear about who qualifies for the match and how long it’s available. Tag the sponsoring business (with their permission), use relevant hashtags, and consider boosting posts to reach your partner’s network more effectively.

Post Regularly With Timely Updates

A single post won’t be enough—create a content schedule that builds momentum over the course of the match. Start with an announcement, then share reminders, encouragements, and a final push before the deadline. Visuals like countdown graphics and short videos can help drive engagement, too.

Make It Easy to Share

Encourage your followers, staff, and corporate partner to reshare your posts. Provide suggested captions or graphics that make it simple for them to spread the word. When employees promote the program in their own circles, you’ll reach more colleagues who are eligible to give and get their donations matched.

Marketing Tip #4: Send a tailored fundraising appeal to the company’s employees.

One of the most effective ways to maximize participation in a one-off matching gift program is to connect directly with the employees of your corporate partner. A targeted, thoughtful fundraising appeal can drive awareness, boost engagement, and inspire action—all while making the most of the limited-time match opportunity.

Employees are more likely to give when they know their company is actively supporting the cause—and even more so when their donation will be doubled. A tailored appeal reinforces the partnership, communicates the impact of their gift, and makes the process of giving (and matching) as easy as possible.

Marketing your one-off matching gift program with dedicated appeals

When writing your appeal, be sure to:

  • Personalize the message. Address employees directly and reference the partnership with their company by name.
  • Clearly explain the match—how long it lasts, what types of donations qualify, and how to make their gift count.
  • Share a story or example of the real impact their gift can have. Use emotion and specificity to bring your mission to life.
  • Include easy next steps with a direct link to your donation form, instructions for requesting a match, and any relevant deadlines.

All in all, a targeted appeal shows employees that their support matters—and that now is the perfect time to make a difference. When done well, this outreach can significantly increase donations and ensure your one-off matching gift campaign reaches its full potential.

Marketing Tip #5: Provide resources for your corporate partner to distribute.

One of the simplest ways to amplify your one-off matching gift campaign is by equipping your corporate partner with ready-to-use marketing materials they can easily share with their employees. By making it easy for the company to promote the initiative internally, you significantly increase your reach and participation rates.

Corporate partners are often enthusiastic about supporting their nonprofit partners, but they may not have the time or capacity to create their own promotional content. Supplying polished, branded materials ensures the message is communicated clearly and consistently—while saving your partner time and effort. It also helps you stay in control of the messaging, emphasizing the key details and urgency of the match.

Your promotional toolkit might include:

  • Email templates announcing the match and encouraging employees to donate
  • Social media graphics and suggested captions for internal company platforms or LinkedIn
  • Flyers or posters that can be displayed in physical office spaces
  • A one-pager overview of your organization’s mission, the impact of the partnership, and matching gift instructions
  • Talking points for HR leaders or team managers to use when discussing the match with employees

Be sure to brand all materials with your nonprofit’s logo and your partner’s logo, and clearly state the timeframe and match opportunity.

Marketing your one-off matching gift program with internal company resources

When you hand off these resources, you can even offer to meet briefly with your contact at the company to walk through how best to use them. Ask if there are other communication channels you can support—such as company town halls, onboarding materials, lunch and learns, or employee giving portals.

By arming your corporate partner with the right tools, you empower them to become active champions of your mission and help drive more traffic—and donations—to your campaign.

Marketing Tip #6: Share impact stats or donor testimonials.

When promoting your one-off matching gift program, real numbers and stories speak volumes. Donors want to know that their gifts make a difference—and nothing reinforces that message better than real-world impact and personal testimonials.

Why? Sharing compelling statistics or heartfelt testimonials builds trust, inspires generosity, and motivates action. When supporters see the tangible outcomes of giving—or hear from others who’ve donated—they’re more likely to feel confident that their own contribution will matter. It also reinforces the value of the matching gift partnership and showcases the company’s positive role in driving that impact.

Depending on the stage of your campaign, you might highlight:

  • The number of gifts matched so far or total dollars raised
  • Specific programs or communities impacted by the campaign’s success
  • Quotes from donors about why they gave and how the match inspired them
  • Statements from beneficiaries about how donations have changed lives
  • Comments from employees of the corporate partner about how proud they are to support the cause

Don’t be afraid to use graphics, short video clips, or personal stories (with permission!) to add a human element to your stats.

Marketing your one-off matching gift program with donor testimonials

By spotlighting real results and authentic voices, you create a more emotional, meaningful connection that drives engagement and fuels ongoing support.

Marketing Tip #7: If applicable, establish urgency with upcoming deadlines.

One of the most powerful motivators in fundraising is a sense of urgency—and one-off matching gift programs are a natural fit for this tactic. These (often) limited-time opportunities are typically available for a defined period or tied to a particular campaign, event, or initiative. That means your supporters should act fast if they want their donation to go twice as far.

Marketing your one-off matching gift program with deadline reminders

When donors know there’s a deadline, they’re more likely to act now rather than put off giving. Creating a clear sense of urgency drives immediate action and helps your nonprofit make the most of the matching gift window. It also keeps your campaign top of mind during a critical period of opportunity.

Here are a few ideas for integrating urgency into your marketing strategy:

  • Highlight any deadlines in bold, clear language: “All gifts matched through June 30!” or “Only 3 days left to double your impact!”
  • Use countdowns in emails or on your campaign landing page to show exactly how much time is left.
  • Send last-chance reminders: A final push as the deadline approaches can significantly boost participation.

While the final days of a campaign often see the biggest surge in giving, your messaging should mention the time limit early and often. Repetition reinforces urgency and ensures that no donor misses the opportunity due to lack of awareness.

By emphasizing urgency, you help donors understand the limited nature of your one-off matching gift opportunity—and inspire them to take action while they still can.

Marketing Tip #8: Celebrate milestones and successes publicly.

Sharing progress is more than just a nice gesture—it’s a strategic marketing move that can build momentum, deepen engagement, and drive additional donations. As your one-off matching gift campaign unfolds, make it a point to celebrate key milestones and successes in public, visible ways.

After all, recognizing campaign progress and achievements signals to supporters that their gifts are making a real difference. It fosters a sense of community and shared purpose, encourages continued involvement, and inspires new donors to get involved. Public celebration also gives your corporate partner positive visibility, which helps reinforce the value of the partnership for both sides.

Here are a few ways to celebrate and promote your success:

  • Share milestone updates across email and social media: “We’ve raised $10,000—halfway to our goal! Let’s keep going!”
  • Feature donor spotlights or shout-outs to recognize individuals or employee groups who participated.
  • Post real-time updates during events or campaign pushes, especially if you’re running a day-of-giving or time-bound challenge.
  • Create thank-you graphics or short videos highlighting the impact of the donations received and the matched total.
  • Tag your corporate partner in public acknowledgments to strengthen your relationship and encourage them to share the content as well.

When you celebrate milestones publicly, you not only honor the generosity of your donors. You also reinforce the value of the one-off match, elevate your nonprofit’s credibility, and create more opportunities for future engagement.

Wrapping Up & Additional Matching Gift Resources

One-off matching gift programs provide nonprofits with a unique opportunity to amplify the impact of their donors and strengthen relationships with corporate partners. But without a clear, strategic marketing plan, it’s easy to leave dollars on the table.

By aligning with your partner, using a multi-channel approach, creating urgency, and sharing real-time results, you can turn a time-limited match into long-lasting value for your mission. With proper preparation and promotion, your next one-off campaign can be a win for your organization, your supporters, and your corporate sponsor alike.

Ready to elevate your approach? Use these marketing tips to make every dollar—and each match—count.

Check out the following recommended resources to continue growing your knowledge of all things matching gifts:

Get started with Double the Donation's one-off matching gift management feature

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15 Member Engagement Strategies for Growing Associations

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Picture this: a new member joins your association, signs up for your mailing list, and attends your major annual conference. However, you don’t hear from them again until it’s time for next year’s event. With few activities between events, members eventually drop off, leaving your association inactive and with declining membership.

Avoid this scenario by keeping your members engaged all year round. With the right strategies and software, you can connect with new members and cultivate an active, loyal membership base.

To help your association build and maintain its community, this guide will explore top member engagement strategies. But first, let’s explore exactly what member engagement is.

Keep your members engaged all year long with an online community. Check our top association software for connecting with members online. Discover Tradewing.

What is member engagement?

The trade and association experts at Tradewing define member engagement as: “all the ways members interact with your association. When members attend events, comment on your blog posts, or message one another, they’re engaging with your association.”

Essentially, any activity or content your association provides members is an opportunity for engagement. When members engage with your association, they can expand their professional skills, make connections, and enrich your community.

Why is member engagement important?

Associations with engaged membership bases have dedicated communities they can count on to generate revenue, attend events, and spread positive word-of-mouth marketing. Specifically, by engaging members, your association can improve its:

  • Value offering. Ultimately, your association’s membership benefits are engagement activities and content. Finding new ways to engage your members improves your offerings and increases your membership’s value.
  • Retention. When members enjoy interfacing with your content and participating in activities, they are more likely to continue doing so in the future. Building relationships with your members and providing them with value can boost renewal rates and fight member lapse.
  • Recruitment. An engaged membership base is one of your strongest recruiting tools. Members who are connected to your association are more likely to recommend joining to their friends, family, and colleagues, boosting your member acquisition potential.

When your members are engaged, your association does what it set out to do: provide resources and opportunities to professionals in your field. By expanding your offerings and improving the membership experience, you can build a passionate community of talented individuals ready to help, educate, and uplift one another.

15 Member Engagement Strategies

1. Build and maintain an online community.

Many associations host just a handful of in-person gatherings a year. While these events are valuable, members may feel disengaged in between them.

Keep your community connected to your association and provide valuable benefits year-round by building an active online community. Invest in a community engagement platform where members can message one another and engage with your association online.

Community engagement platforms create social media-like microsites just for your members. Using this tool, you can engage members by:

  • Posting a range of content. Share research reports, opinion pieces, analysis videos, and other interesting content on your community platform. This gives members exclusive access to your high-value content and the opportunity to discuss it with other members.
  • Encouraging conversation. Your online community platform gives members the ability to freely network with one another in a casual, low-stress environment. Encourage members to make these connections by posting conversation starters, like open questions and debate topics. For example, you might ask members what is one thing they wish they knew when first entering your industry or their thoughts on a new trend in your sector.
  • Hosting virtual events. For members who can’t attend in-person events or wish to attend more events, you can meet their needs by hosting virtual gatherings through your engagement platform. These might be lectures or workshops hosted by a guest speaker or casual coffee hours where attendees can set the tone of the conversations.

If you’re looking for a community engagement platform, we recommend Tradewing, our favorite provider for trade and professional associations.

Looking for software that can maximize your member engagement? Discover our favorite online community platform, Tradewing. Explore Tradewing.

2. Promote relevant sponsor content.

Sponsors provide the funding your association needs to host major events, plan innovative activities, and provide a quality membership experience. As such, it’s easy to think of sponsors as merely a funding source rather than a potential value add for members.

Rather than viewing sponsored content as something your members would need to flip past in a brochure or scroll through online, cultivate relationships with sponsors who bring products and services that genuinely benefit your members.

An example of a sponsor post on an association website.

To cultivate mutually beneficial relationships with sponsors that help boost member engagement, be sure to:

  • Consider your value alignment. Don’t simply partner with any organization that offers you money. Instead, consider each sponsor’s values and business goals and if they align with your association’s. For example, an association for high school teachers could benefit members by partnering with sponsors dedicated to education, like a textbook publisher.
  • Provide adequate sponsorship tools. Enable sponsors to get their content in front of members meaningfully without interfering with your other offerings. For instance, you might create a dedicated space in your online community for sponsored content and encourage sponsors to create profiles but disallow them from directly messaging members.
  • Set clear expectations. The key to a successful sponsorship deal is ensuring everyone understands what is expected of them and what they can gain from the partnership. Discuss how sponsors should engage with members to provide useful offerings without pushing their advertisements too heavily.

To brainstorm potential sponsors, survey your members about the types of products and surveys they would be interested in. This exercise can help you identify sponsors your members are interested in engaging with, benefiting both your members and business partners.

3. Keep your content up-to-date.

Members are more likely to engage with content that provides timely insight into relevant happenings in your industry. Ensure your content is valuable and up-to-date with current trends by:

  • Subscribing to industry publications. Peruse news publications, research journals, and other trusted news sources for your field. Read up on what professionals in your field are experiencing in their day-to-day lives, and consider how you can create content that speaks to them. For instance, you might discover that AI implementation is a major concern in your industry and publish a blog post about the ethics of AI and how members can use it to their advantage.
  • Attending conferences. Check in with other association leaders and industry experts by attending major conferences in your field. These are opportunities to promote your offerings and learn insights from others. For example, you might compare your membership sales pitch to a similar association’s or attend a workshop about the future of your sector.
  • Bringing in external experts. Provide members with additional value and expand your offerings by inviting outside experts to speak to your members. You might ask them to write blog content, attend an event as a speaker, or host a Q&A with your members.

When you create new, valuable content, you can use it to not only engage your current member base but also recruit new members. Ensure all content is optimized for search engines so pieces available to the general public can easily discover and engage with it.

4. Implement gamification.

Do you know anyone addicted to daily apps like Duolingo? These platforms keep users engaged by turning their content into a game. For instance, rather than simply taking language lessons, Duolingo users are challenged to earn points, compete against one another, and rank up in exclusive leagues.

This concept is known as gamification, and it can encourage your users to continually check in with your association. Use your association and community management software to gamify your member experience with features like:

  • Leaderboards
  • Point systems
  • Badges
  • Daily challenges

An example of gamification.

For many associations, the only reward for gamification-related activities is personal satisfaction, but some have tangible benefits. For instance, if members earn a certain number of points by participating in your community, you might award them a discount on your merchandise store or a ticket for an upcoming event.

5. Identify at-risk members.

The best way to prevent member lapse and keep engagement high is to spot members at risk of leaving. Follow these steps to pinpoint low-engagement members and bring them back into your community:

  • Identify at-risk markers. Use your community engagement tools to monitor member behavior and spot trends in lapsed members. For instance, you might notice members leave after completing a certain number of education courses or that lapsed members’ posting rate significantly decreases before their departure.
  • Send a re-engagement message. This message should include interesting content, a low-effort ask that encourages engagement, or a sense of urgency. For example, you might send an email with a subject line like, “Our community misses you!” with an attached message sharing highlights from your community and links to popular discussion posts.
  • Monitor engagement. After reaching out to an at-risk member, continue to monitor their engagement. If they respond positively, keep up your efforts until they resume normal engagement. If they do lapse, ask them to complete an exit survey so you can better understand their reasons for leaving.

Be aware that some of your members may be content with attending a handful of in-person events and otherwise not participating in your online community. However, if a previously active member suddenly misses their first membership renewal deadline, that is a strong cause to reach out and begin re-engagement efforts.

6. Launch a mentorship program.

New members may feel overwhelmed when they first join your association. Ensure they feel welcome and give them an opportunity to connect with your community by launching a mentorship program.

In this initiative, established members can volunteer to serve as mentors. They will guide new members assigned to them by reaching out via email or your community platform to share insights on engaging with your community.

Primarily, mentors can help new members start their networking journeys. They might facilitate introductions at events or share tips on navigating your member directory to find individuals with similar interests.

7. Use event engagement tools.

Online events allow your community to come together from the comfort of their own homes. However, it’s easy to become disengaged with webinars and lectures where the audience is expected to sit quietly and observe.

You can make your virtual events more valuable and connect with your members by using your event software’s engagement tools, such as:

A screenshot of an association virtual event.

  • Audience chat. Let members speak to one another during your event through a live text chat. Have active moderators there to answer audience questions, pose discussion topics, and ensure conversations are appropriate.
  • Polls and surveys. Make your audience a part of your events by issuing interactive polls and surveys. For example, a speaker might ask your audience how familiar they are with a specific topic to gauge knowledge levels or prove a point about general awareness.
  • Break-out rooms. Enable attendees to chat with one another by putting them in break-out rooms. This feature is particularly effective for associations hosting courses with live instructors, as it allows learners to work together and share their thoughts with others.

When researching event tools, consider looking for a community engagement platform with event hosting tools. While dedicated event software is likely to be more robust, associations on a budget can save money by buying a bundled platform.

8. Design an onboarding process.

Help new members start their experience with your association off on the right foot with an onboarding process. Onboarding can be as simple as an email cadence that introduces your association, highlights new content, and invites members to check out popular features.

For example, your first introductory email might provide background on your association’s mission and prompt members to join your online community by completing their member profiles. Then, a follow-up email would highlight popular offerings, such as your educational courses, and explain how to get involved. The next message after that might share links to popular new content, and so on.

9. Promote user-generated content.

Your association’s team works hard, but ultimately, between research, writing, and video production, they can only produce so much content. To ensure your members have a continual stream of content to engage with, empower them to create content themselves.

User-generated content is how popular social media sites thrive.  For instance, LinkedIn’s team relies on its user base to create and share content with other users.

Inspire your members to create user-generated content, like:

  • Blog posts
  • Reviews
  • Photographs
  • Videos
  • Discussion questions

You can encourage user-generated content by maintaining an online community inviting members to post their creations, comment positively on original content, and even spotlight high-value content in your newsletter.

10. Practice member appreciation.

Businesses thank customers for purchasing their products and services, and your association should do the same for its members. When members renew their memberships, attend an event, or hit a membership milestone, thank them for participating in your community.

A few ways you can show your appreciation include:

  • Free merchandise. Send members gifts of branded merchandise on special occasions. For instance, you might send gifts as part of new member welcome kits, when members hit membership anniversaries, during holidays, and to promote upcoming major events at your association.
  • Member spotlights. Build social proof and appreciate your members simultaneously with member spotlights. Select highly engaged members and ask them to share a quote or two about their experience with your association. Then, feature their stories and photos in your newsletter, online community, social media, or website to celebrate them publicly.
  • eCards. Make appreciation fast and memorable with eCards. Design custom eCards to show appreciation for big and small events, from buying your merchandise or completing a credential course to being a member for five years straight.

An eCard celebrating a member's anniversary.

By showing appreciation, you communicate to members that you care about their experiences and encourage them to continue engaging with your offerings.

11. Host a range of activities.

Expanding your benefits can engage your current membership base and improve your value offering. The more activities you offer, the more opportunities members will have to engage with your association. Additionally, providing a range of content allows you to appeal to various audiences, growing your membership base.

For instance, you might offer:

  • In-person events
  • Virtual events
  • Educational courses
  • Webinars
  • Lectures
  • Workshops
  • Written content
  • Videos

When it comes to the topics your content covers, stay focused on your association’s main purpose. Avoid stretching yourself too thin or covering topics outside your expertise simply because they’re popular. Sticking to your association’s mission ensures that you will produce varied and valuable content.

12. Personalize the member experience.

Provide members with content they want to engage with by customizing their experiences based on their interests.

Leverage member management tools with algorithms and AI features that can analyze members’ past engagement to recommend content. For instance, after a member finishes an educational course, you might start promoting the next one in the series or suggest they attend an upcoming webinar on the same topic.

You can also personalize the membership experience through your messaging strategy. Segment members based on shared characteristics, such as career levels or professional interests. Then, create unique messaging cadences for each group to ensure they receive content relevant to them.

For example, you might create a member segment of individuals looking to break into your field. For these members, send them updates to your job board, invitations to networking events, and skill training workshops. In contrast, to senior members, you might still promote networking events but also articles about recent developments in your field and calls to join your mentorship program to welcome new members.

13. Offer volunteer opportunities.

Some already engaged members may be interested in getting even more involved with your association. For these motivated members, deepen their engagement by asking them to consider volunteering at your association.

Talk with interested association members to determine how they can best lend their skills. For example, members with strong communication skills might help create marketing materials, while those who speak other languages might be willing to do translation work.

14. Maintain a job board.

Ultimately, individuals join trade and professional associations to advance their career prospects. For many, this involves finding new employment opportunities. Engage these members by providing a curated job board.

While job hosting websites like Indeed and LinkedIn have their uses, they can be difficult to navigate or even host scam opportunities. By maintaining a job board of reliable positions at trusted businesses, you can help your members find secure employment.

Use your engagement platform to host your job board and promote new postings. For example, you might enable members to subscribe to your job board to receive alerts when new opportunities go live.

15. Collect member feedback.

If you’re unsure why members aren’t engaging with your association or what programming they would like to engage with, simply ask them. Send out surveys asking members about their experiences with your association. For example, you might ask:

  • What programs and content have you participated in over the last six months?
  • Were these programs and content easy to engage with? Why or why not?
  • How did you become aware of these programs and content?
  • What type of content would you like to see from our association?
  • What prevents you from accessing your benefits?

The responses can provide insight into your members’ specific interests, goals, and challenges regarding engagement. For instance, you might discover that members simply aren’t aware of new engagement opportunities or that they would prefer activities they can complete in a short time period to accommodate their busy schedules.

Our Favorite Member Engagement Tool: Tradewing

Maintaining an active online community is our top member engagement strategy. To implement this strategy, you’ll need a member engagement and community hosting tool. Our recommended platform for professional and trade associations is Tradewing.

Built for small and growing associations, Tradewing is an out-of-the-box ready online community engagement platform. By investing in Tradewing, your association will have access to a host of community management tools, including:

A screenshot of Tradewing's home page.

  • Online engagement platform. Tradewing provides associations with a social media-like microsite where members can connect. While some small associations may opt to host their communities on social media, Tradewing provides a secure and professional where the focus will be solely on your association.
  • Member analytics. Track how your members are engaging with your association. Dive into individual members’ engagement histories or get overviews of your entire community to identify trends in member behavior.
  • Event hosting. Save money by hosting your events through Tradewing rather than investing in a separate event management tool. Promote and launch virtual events on the same platform to keep members focused and make attending easy.
  • Sponsorship engagement tools. Sponsors are a core part of your association’s community. Provide them with the tools they need to connect with your members, promote their offerings, and have a valuable experience with your association.
  • Association integrations. Tradewing has an association management component. However, thanks to its numerous integrations, organizations solely interested in the online community software aspect can still use Tradewing. Plug Tradewing into your association’s tech stack to get your online community up and running in minutes.

Tradewing is the ideal community engagement platform for associations looking for a fast, user-friendly solution. Avoid the hassle of extensive development and high subscription costs with a platform that fits your association’s needs.

More Member Engagement Resources

By engaging your members, your association can retain them long-term and build a thriving community that attracts more supporters and establishes your organization as an industry leader. To raise your engagement rates, assess your membership base and consider which of our top engagement strategies will likely resonate with your audience.

For more help engaging your members and keeping your association organized, check out these resources:

When it comes to member engagement, Tradewing is the top platform for associations. Discover how Tradewing can help your association build a thriving online community. Demo Tradewing.