What You Need to Know About Retaining Matching Gift Donors
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:
- What Are Matching Gift Donors?
- Why Does Matching Gift Retention Matter?
- Key Strategies for Retaining Matching Gift Donors
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?
Matching 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:
- Work for companies with matching gift programs;
- Qualify for their employers’ matching opportunities;
- Submit matching gift request forms to their employers;
- Result in completed matching gifts being provided to your nonprofit.
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.
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!
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.
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.
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:
- 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
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.
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:
- 14 Types of Matching Gift Letters Every Nonprofit Should Send. Drive more matching gifts with the recommended matching gift letters and examples in this guide. This includes matching gift appeals, acknowledgments, and thank-you messages!
- Top Matching Gift Practices | Actionable Insights & Examples. Find out some of the ways the largest nonprofits promote matching gift opportunities to their audiences. Plus, see how sample matching gift communications impact retention.
- 8 Ways to Encourage Donors to Submit Employee Matching Gift Requests. Before you can retain matching gift donors, you’ll need to get them to submit their matches in the first place. Read up on eight suggestions for driving matching gifts to completion here.
Marketing Your One-Off Matching Gift Program: Tips & Tricks
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.
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.
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.
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.
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.
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.
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.
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.
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:
- One-Off Matching Gift Programs | What to Know for Your Org. Explore the fundamentals of one-off matching gift programs. This includes how they work, when and how to pursue them, and what makes them a unique opportunity for nonprofits.
- How to Identify Corporate Partnerships [With Double the Donation]. A successful one-off match program involves partnering with the right company. See how you can leverage Double the Donation’s tools and insights to find the right partners here.
- Free Download: The Ultimate Guide to Marketing Matching Gifts. Looking for a strategy to promote your matching gift programs? This downloadable guide covers everything from messaging and design tips to timing and automation, helping you drive more participation.
Matching Gifts + More: Tips for Special Fundraising Events
Special fundraising events are a golden opportunity for nonprofits to raise significant funds, build relationships, and generate excitement around their cause. However, the success of these events doesn’t just rely on ticket sales or individual donations. Corporate giving, particularly through matching gifts, can dramatically increase the total funds raised with minimal extra effort. But matching gifts are just the beginning. There are several other forms of corporate support that can be leveraged during these events, from in-kind donations to employee volunteer programs and event sponsorships.
In this post, we’ll explore how nonprofits can tap into these various forms of corporate giving to maximize the impact of their special fundraising events.
- Eligibility of Donations Made at Galas and Special Events
- Matching Gifts for Peer-to-Peer Fundraisers
- Tips for Promoting Matching Gifts to Special Event Attendees
- Incorporating Corporate Giving Beyond Matching Gifts
- How a Workplace Giving Database Can Help
With the right strategies, your organization can boost revenue, strengthen partnerships, and create a more engaging and rewarding experience for your supporters. Let’s dive into how you can make the most of matching gifts and more to enhance your next event.
Eligibility of Donations Made at Galas and Special Events
Because of your familiarity with the nonprofit world, you likely know that organizations typically incorporate donation requests within their special events. Let’s take a look at some notable special events hosted by some major, well-known organizations:
- The Greater Los Angeles Zoo Association provides individuals with exclusive naming rights. For donations between $1,000-$50,000, you can name an animal, receive recognition in the zoo publication, have your photo taken with the animal, and get a VIP tour.
- The Atlanta Botanical Garden has its Garden of Eden Gala, the organization’s largest annual fundraiser. Tickets range in price from a few hundred dollars to $25,000 for the presenting sponsor. Benefits include tickets to the organization’s Ball, a Patron Party, and much more.
- NEXT for Autism hosts its annual “Night of Too Many Stars”. Celebrities such as Jon Stewart, Katie Perry, Amy Poehler, Tina Fey, Seth Rogen, and many others auction off once-in-a-lifetime opportunities to hang out with them. For instance, becoming “best friends with Amy Poehler & Tina Fey” for an evening was auctioned for thousands of dollars a few years ago.
But where do matching gifts fit into these donations? It may come as a surprise, but many companies that offer matching gift programs will match contributions made at special events!
When reviewing a company’s matching gift form, you may notice a sentence similar to “the corporation will not match tickets or subscription costs.” For instance, if your organization is a symphony selling a concert ticket or a science museum selling an IMAX ticket, most companies won’t match the ticket price. The reason is that donors are receiving a tangible benefit that other for-profit organizations would charge for. For example, an IMAX movie could be compared to a regular movie ticket, while a symphony could be compared to a sporting event ticket.
If that’s the case, then why are gala tickets and special event tickets often eligible?
If you look at the fine print on many nonprofits’ special event tickets, you’ll notice that it mentions a tax-deductible amount for each ticket. That tax-deductible dollar amount is what’s eligible to be matched.
So, what does that mean? In general, when it comes to galas and other special fundraising events, you must subtract the cost of a similar meal and any gifts that guests receive. Otherwise, it won’t be considered matching-gift eligible. For instance, if you host a gala and sell $500 tickets, you have to determine the fair market value of the benefits. In other words, how much would someone spend on the event if it weren’t a fundraiser?
Let’s say people would typically spend $100 for a gala, plus $50 on the meal at a local restaurant. That makes the fair market value $150, meaning the tax-deductible amount is $350. In this case, $350 is the amount that would likely be eligible for matching.
The Bottom Line: A significant percentage of a gala ticket’s price is tax-deductible and is often eligible to be matched by an employee’s company. However, corporate guidelines do vary by company, so it’s a good idea to stay informed about your donors’ corporate programming.
Matching Gifts for Peer-to-Peer Fundraisers
In addition to galas and auctions, another popular event type for nonprofits is the peer-to-peer fundraiser. Often structured as a run/walk/ride event, these initiatives are an increasingly popular strategy that allows individuals to fundraise on behalf of your organization. And these events can be match-eligible, too! In fact, some companies offer to match not only the portion of funds that an employee donates themselves, but the entire amount the individual fundraised on behalf of your nonprofit, exponentially increasing the funds raised during these campaigns.
A number of major companies offer these particularly lucrative programs for peer-to-peer fundraisers. Some of the largest corporations with matching gift programs for employee fundraising efforts include:
- Intuit: Known for its generously philanthropic culture, Intuit matches employee donations and fundraising efforts, providing a valuable boost to nonprofit causes.
- McAfee: McAfee’s matching gift program is well-known in the tech industry. Employees who fundraise for a charitable cause can have their contributions matched, significantly increasing the funds raised during events.
- British Petroleum: BP matches employees’ fundraising efforts, particularly for charitable walkathons and other events. This program is a great way to boost contributions from their global workforce.
- State Street Corporation: With a strong commitment to community engagement, State Street encourages employees to fundraise for causes they are passionate about, offering matching gifts to further support their efforts.
- CVS Health: CVS Health offers a matching gift program that supports employee fundraising efforts, especially for health-related causes. Employees who participate in peer-to-peer fundraising can have their donations matched, further amplifying the impact of their contributions during events.
These are just a few examples, but there are many other companies that offer similar programs. By researching and identifying corporations that match employee fundraising, you can tap into new revenue streams and increase the effectiveness of your peer-to-peer campaigns.
Tips for Promoting Matching Gifts to Special Event Attendees
Matching gifts are a powerful tool for increasing fundraising revenue, but they are often underutilized during special events. As a result, nonprofits are much more likely to receive matching gifts for regular donations or annual fund contributions, making it crucial to raise awareness and promote matching gifts specifically during your event. However, with special events, there’s an added complexity: many attendees may not realize that a portion of their event ticket price or auction purchase is tax-deductible and eligible for matching gifts.
Even if donors are familiar with their company’s matching gift program, they rarely know that the amount they paid for their event ticket could be matched by their employer. This lack of awareness can lead to missed opportunities for increasing funds. Here’s how to ensure your donors know about matching gifts and are encouraged to take full advantage of this opportunity during your special event:
Here are a few easy suggestions we recommend:
1. Include Tax-Deductible Information on Event Tickets
Start by making the matching gift opportunity clear right on your event tickets. Many donors simply don’t realize that part of the ticket price is tax-deductible, and therefore eligible for matching gifts. If you don’t include this information, you risk donors not following through with the matching process.
What to Do:
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On your event invitations, tickets, and confirmation pages, add a line such as: “Did you know $X of your ticket is tax-deductible? If your employer offers a matching gift program, you may be eligible to have your donation matched.”
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Include the fair market value (or FMV) of the event’s benefits (such as meals or entertainment) to clearly show donors what portion is deductible and what portion is not.
This minor addition to your ticket materials can play a significant role in ensuring that donors easily recognize their eligibility for matching gifts, thus prompting them to take the next step.
2. Ask About Matching Gifts at Payment Stations
When donors are at payment stations or kiosks to pay for auction items, make additional donations, or complete their ticket purchases, ensure that your staff is actively prompting them to check if their company offers a matching gift program. These are key moments when donors are already engaged in the giving process, making them more likely to act on the opportunity to have their contributions matched.
What to Do:
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Train your event staff to ask, “Do you work for a company that offers a matching gift program? If so, we’d love to help you get your donation matched!”
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If possible, provide a quick reference sheet or matching gift search tool at the payment stations to make it easy for donors to look up their eligibility right there.
Even a brief prompt at a key time like this can significantly increase the chances that donors will pursue a matching gift after the event.
3. Use Event Signage to Raise Awareness
Visual prompts at your event can be a powerful way to encourage donors to think about matching gifts in real-time. Signage placed in strategic locations, such as near the ticket desk, auction area, or donation stations, can help spread awareness about matching gifts without overwhelming your guests.
What to Do:
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Display large, clear signs that highlight matching gift opportunities. Include text like: “Double Your Impact: If your employer offers matching gifts, your donation today can be doubled!”
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Use simple, eye-catching designs to make the process easy to understand, including a quick reference to a matching gift search tool and contact information for any questions.
This kind of helpful visual reminder can prompt event attendees to inquire further about matching gifts, even if they weren’t thinking about it before.
4. Follow Up After the Event with Matching Gift Reminders
Even after the event ends, your work isn’t done. Some matching gift programs have a short window for submission, so it’s important to send a follow-up email or reminder after the event to ensure donors don’t miss the chance to have their gifts matched. This is especially critical for donors who were unaware of the matching gift opportunity during the event or may have forgotten to submit the match request.
What to Do:
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Send a thank-you email to event attendees, including a reminder to check if their employer offers a matching gift program.
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Include a direct link to a matching gift search tool and clear instructions on how to apply for the match.
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Consider offering personalized assistance for donors who might need help submitting their matching gift requests, ensuring that the process is as easy as possible.
Promoting matching gifts to special event attendees may require a bit more effort than for regular donations, but it’s certainly worth the investment. However, raising awareness about matching gifts is essential for maximizing your event’s fundraising potential and ensuring that your donors’ generosity goes even further.
Make matching gifts a natural part of your event experience, and you’ll likely see an increase in both participation and contributions, making your special events even more successful.
Incorporating Corporate Giving Beyond Matching Gifts
While matching gifts are one of the most well-known forms of corporate giving, they’re far from the only option. When it comes to special fundraising events, nonprofits can tap into a wide range of corporate giving opportunities to increase revenue, boost engagement, and build long-term relationships with businesses.
Here’s how to effectively leverage these options for greater success in your event fundraisers:
1. Volunteer Grants for Event Volunteers
Many corporations offer volunteer grant programs, which provide nonprofits with a monetary donation based on the number of volunteer hours contributed by their employees. This is a fantastic way to boost your event’s impact without having to ask for additional direct donations, especially if you have a lot of volunteers getting involved behind the scenes.
Why It Matters:
Corporate volunteers already give their time to your cause, but with volunteer grants, their employer might reward their contributions with a financial match, further amplifying the support you receive. Encouraging event volunteers to use their companies’ volunteer grant programs can turn hours of work into a source of additional funds for your nonprofit.
How to Leverage It:
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Encourage employee participation: Highlight the availability of volunteer grants in your event invitations, and encourage volunteers to check if their employer offers such programs.
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Track volunteer hours: Keep accurate records of volunteer participation during events so that employees have the right information to apply for volunteer grants through their employers.
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Provide clear instructions: Include a step-by-step guide on how employees can submit their volunteer hours for a volunteer grant (including direct links, if available), and follow up with reminders leading up to and after the event.
2. In-Kind Donations for Event Needs
Next, in-kind donations are essentially any non-cash contributions that companies provide, such as goods, services, or expertise. These donations are particularly valuable for fundraising events, where certain supplies, services, or skills are often required to make the experience a successful one.
Why It Matters:
Instead of asking for monetary contributions, in-kind donations help offset the costs associated with hosting an event, thus increasing the net revenue. In-kind donations are often easier for businesses to provide because they don’t require the company to part with cash, yet still demonstrate their commitment to supporting your cause.
How to Leverage It:
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Identify event needs: Make a list of the items, services, or expertise you need for your event, such as catering, venue space, event photography, printing services, auction items, or event signage.
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Approach local businesses: Reach out to companies in your area (or those in the industry relevant to your cause) to ask for in-kind donations. For instance, a local restaurant might donate food for your event, or a printing company could offer to produce event materials for free or at a discounted rate.
- Look for open applications: Many companies offer easy-apply in-kind donation programs, with intuitive application processes available online. Do an online search for participating companies, or use a database like Double the Donation to locate opportunities at scale.
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Acknowledge in-kind donors: Ensure you publicly recognize these donations during your event, in marketing materials, and in follow-up communications. Giving credit to in-kind donors can strengthen the relationship and encourage future support.
3. Event Sponsorships & Grants
Event sponsorships and corporate grants are two of the most powerful ways for corporations to engage with your nonprofit while providing critical financial support. In return, sponsors receive prominent visibility and branding opportunities at your event.
Why It Matters:
Sponsorships can help cover major event costs, such as the venue, entertainment, or event materials, and help you expand your reach by connecting with the sponsor’s network. Companies are often eager to support events that align with their brand values and mission, as sponsorships can enhance their reputation, increase employee engagement, and provide valuable marketing exposure.
How to Leverage It:
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Create tailored sponsorship packages: Develop a range of sponsorship opportunities with different levels of commitment. Each level can offer varying degrees of exposure and benefits, such as logo placement, recognition in event programs, or speaking opportunities at the event.
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Target companies aligned with your cause: Approach companies whose mission aligns with your nonprofit’s values. For example, a nonprofit focused on environmental conservation might approach companies in the sustainable energy or eco-friendly products sector.
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Highlight the ROI for sponsors: Emphasize the marketing value for sponsors, including visibility on social media, at the event, and in post-event materials. Provide data from past events to demonstrate how your nonprofit’s audience aligns with the sponsor’s target market.
4. Engaging Employee Networks for Event Support
Lastly, don’t overlook the power of a company’s employees in supporting your event. Many businesses encourage their employees to participate in charity events, whether by attending, volunteering, or fundraising. This employee engagement can add a personal touch and amplify the overall success of your event.
Why It Matters:
Engaged employees can act as ambassadors for your cause, helping to increase attendance and raise funds. Additionally, some companies offer employee engagement programs that reward staff for their involvement in charitable events, such as covering event registration fees or contributing additional funds.
How to Leverage It:
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Promote employee involvement: When securing sponsorships, suggest that the company promote the event to its employees. Offer group tickets or packages, and create incentives for employees to attend or volunteer.
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Create team-building opportunities: Encourage companies to form teams for fundraising walks, runs, or other charity events. Team challenges can increase employee participation while boosting donations.
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Provide recognition for employee efforts: Acknowledge participating companies and their employees both at the event and in follow-up communications, showing appreciation for their involvement.
As you can see, corporate giving goes beyond just matching gifts. By tapping into a range of corporate contributions, you can significantly boost your nonprofit’s success in fundraising events. These contributions not only increase your revenue but also strengthen the relationship between your organization and corporate partners, paving the way for ongoing support.
How a Workplace Giving Database Can Help
While matching gift and workplace giving software often play a key role in a nonprofit’s year-round fundraising strategy, they can also be a huge asset during special fundraising events. Leveraging a workplace giving database, like Double the Donation, can help your nonprofit maximize its revenue potential by making it easier for donors to access matching gift opportunities, even in the high-energy, fast-paced atmosphere of your event.
One of the most powerful features of a workplace giving database is its ability to make corporate philanthropy accessible for every donor at your event. Here’s a look at how the tool can seamlessly integrate into your special event fundraising strategy:
- Embed a matching gift search tool in your event website: Give attendees an easy way to check if their employer participates in matching gift programs, increasing the likelihood that they’ll follow through with the process while the event is still fresh in their minds.
- Automate matching gift reminders: Ensure donors don’t forget about the opportunity to double or triple their impact. Set up email campaigns to remind attendees about matching gifts after the event, providing clear instructions on how to submit their requests.
- Identify broader workplace giving programs, including volunteer grants and payroll giving: Workplace giving isn’t just about matching gifts. Double the Donation’s platform helps you identify other corporate giving programs, such as volunteer grants and payroll giving.
- Source corporate grant and in-kind donation opportunities: By identifying companies with active corporate giving programs, you can secure additional resources like event sponsorships, product donations, or specialized services.
- Collect employer data for targeted outreach: Easily collect employer information from donors during the event. This allows you to track which companies are providing matching gifts and target them with personalized outreach.
- Integrate with your other fundraising and event tools: Connect Double the Donation to your donation platforms, event management software, and donor CRM systems. These integrations streamline your process, making it easier to collect information, track donations, and follow up with donors without needing to switch between tools.
All in all, incorporating matching gifts into your special fundraising events doesn’t have to be a complicated or overwhelming process. By using tools like Double the Donation and integrating matching gift promotions into your event planning, you can ensure that your donors take full advantage of matching gift opportunities, resulting in significant additional funding for your cause.
Wrapping Up & Final Thoughts
Corporate philanthropy represents a significant opportunity for nonprofits. By taking the time to incorporate it into your fundraising and outreach strategies, you set your nonprofit up for success. Few nonprofits take the time to do proper research on these programs. Because of that, they overlook major revenue opportunities.
Now that you know special event tickets and donations can be matched by most employers, and what other corporate giving opportunities are out there, it’s time to get started boosting your revenue today!
