Leaving Money Behind: 5 Signs You’re Missing Matching Gifts

Leaving Money Behind? 5 Signs You’re Missing Matching Gifts

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If you’re a nonprofit, you’re likely aware of how critical fundraising is to sustaining and growing your mission. While individual donations are essential, corporate matching gifts can dramatically increase the total amount you raise with minimal additional effort. However, many nonprofits unknowingly leave money behind by failing to fully leverage these matching gift opportunities.

In fact, research shows that up to 90% of eligible matching gifts go unclaimed, representing a significant amount of potential funding that could boost your nonprofit’s revenue. The result? More than $4 to $7 billion in matching gifts are being left on the table each year.

So, how can you ensure that you’re not missing matching gifts? In this post, we’ll explore the five key signs that you’re leaving gifts unmatched, why that matters, and how to fix the problem. This includes:

  1. Not actively promoting matching gifts.
  2. Not integrating matching gifts into your donation flow.
  3. Not collecting donor employment information.
  4. Not following up with recurring or payroll givers.
  5. Not tracking matching gifts as they are submitted.

All in all, matching gifts are one of the easiest and most effective ways to boost nonprofit donations. However, many organizations continuously fail to make the most of this opportunity.

Whether it’s a lack of promotion, insufficient follow-up, or not having the right tools in place, you might be leaving money on the table if you’re not capturing matching gifts effectively. But this guide will help you capture every possible donation to increase your nonprofit’s success! Let’s begin with the first sign your organization is missing the mark on matching gifts.

Sign #1: You’re not actively promoting matching gifts.

One of the first and most obvious signs you’re missing matching gifts is a lack of promotion. If you’re not regularly promoting matching gift opportunities, many of your donors may not even be aware that they can double (or triple) their contributions through their employer’s matching gift programs.

Why This Matters:

Active promotion is key to ensuring your donors are aware of matching gift opportunities and understand how simple it is for them to take advantage of them. Without making matching gifts a key part of your messaging, donors may overlook the opportunity, and the funds will go unclaimed.

Many donors simply don’t think about matching gifts unless they’re actively reminded.

How to Fix It:

  • Incorporate matching gift information on your website: Prominently feature matching gift details on your website, providing easy access to tools that let donors search for their company’s program. One of the best ways to do this is by building a dedicated matching gift page with an embedded company database search tool. This empowers you to provide helpful links to donors’ matching gift submission portals directly from your site!Make sure you're not missing matching gifts by promoting the opportunity on your match page
  • Promote via email and social media: Send targeted campaigns to your donors at regular intervals, particularly before key fundraising periods such as Giving Tuesday, end-of-year appeals, or your nonprofit’s anniversary. Use engaging visuals and compelling messages to highlight the ease and impact of matching gifts.
    Make sure you're not missing matching gifts by sharing impactful content on social media
  • Highlight matching gifts in thank-you messages: When thanking donors for their contributions, always include a reminder about the possibility of matching gifts. Be specific about how they can apply for the match, and even make this information prominent in your email signatures.
  • Make sure you're not missing matching gifts by sending email follow-upsCreate engaging content around matching gifts: Develop blog posts, videos, or infographics that explain how matching gifts work and why they matter. This content can be shared on social media or included in your donor-facing newsletter.Make sure you're not missing matching gifts by sharing engaging content like this sample blog post

Quick Tip: Did you know that some companies (like Grainger, Coca-Cola, Soros Fund Management, General Mills, and more) match gifts up to 3 times the original donation amount? That could mean a huge increase in revenue for your nonprofit if you’re promoting it effectively!

Sign #2: You haven’t integrated matching gifts into your donation flow.

Even if you’re promoting matching gifts in emails and social media, you might be missing out if matching gifts aren’t integrated into the donation process itself. If matching gift options aren’t featured at the point of donation, you could be losing opportunities right from the start.

Why This Matters:

Integrating matching gifts into your donation flow ensures that donors can take advantage of them seamlessly while making their donation. If matching gifts are an afterthought or are not included at the point of donation, many donors may forget to claim their match or may be unsure about how to do so.

How to Fix It:

  • Add a matching gift prompt during the donation process: Include a field asking if the donor’s employer matches gifts. Make it easy for them to enter this information right when they donate, which will prevent them from having to go back and submit the request later.
    Make sure you're not missing matching gifts by incorporating it directly into your donation forms
  • Provide a matching gift search tool: Integrate a tool that helps donors search for their company’s matching gift policy. A matching gift search tool, such as Double the Donation, makes this process much easier and increases the likelihood of donors following through with their match request. For the simplest donor experience, look for a solution that offers matching gift auto-submission, too!
  • Offer clear instructions: Once donors indicate that they are eligible for a match, provide them with detailed instructions on how to submit the matching gift request. This could be a link to their employer’s portal or a simple PDF guide explaining the process.

Most often, donors are at the height of their engagement with your cause while actively donating to the organization. That makes it the perfect time to incorporate matching gift opportunities seamlessly into the giving process. By presenting matching gifts as an extension of the donation experience itself, you not only simplify the donor experience but also increase conversion rates.

Instead of treating matching gifts as an afterthought or a separate step, make it a natural part of the donation flow. This minimizes friction and maximizes the chance that donors will follow through with their employer’s matching gift request, resulting in more funds for your cause with little additional effort.

Sign #3: You lack donor employment information.

If you don’t collect donor employment information, you may miss the opportunity to match their gift with their employer’s contribution. Many matching gift programs require nonprofits to identify which employees are eligible for matching gifts. Without this information, it becomes impossible to track or claim matching funds.

Why This Matters:

Without knowing where your donors work, you won’t be able to claim matching funds from their employer. Collecting this information is crucial because it allows you to identify potential matching opportunities and follow up with donors or employers directly.

How to Fix It:

  • Collect employment data on donation forms: Add a prominently placed field on your donation form where donors can voluntarily share their employer’s name. Make sure it’s optional, but encourage donors to fill it out, as it will allow you to capture more matching gifts and broader workplace giving opportunities.
  • Incorporate employment data into follow-up communications: When thanking donors, include a gentle reminder to share their employment information so you can track and follow up on matching gifts.
  • Use an employer append service to locate employment information: If you’re unable to collect employment details directly from donors, consider using employer appends. These dedicated services match your donor database with publicly available employment information, allowing you to identify where your donors work and whether their company offers a matching gift program. This method helps ensure you’re capturing matching gift opportunities even when employment information isn’t known upfront, and it can help you grow revenue and engagement through other forms of workplace giving, too.

Collecting employment information ensures your team isn't missing matching gifts.

Did You Know? More than 65% of Fortune 500 companies offer matching gift programs. If you’re not asking for employment information, you’re missing out on potential revenue from these enterprise-level businesses!

Sign #4: You’re not following up with recurring or payroll givers.

While it’s easy to forget about matching gifts once a donor has set up a recurring donation or payroll gift, these ongoing donors can be prime candidates for donation-matching opportunities. However, if you don’t follow up with them, they may never apply for the match.

Why This Matters:

Recurring givers and payroll donors are often forgotten when it comes to matching gifts, yet they’re some of the most loyal supporters you have. These donors may assume that their gift can’t be matched or may forget to apply for matching funds after they’ve donated.

How to Fix It:

  • Set up a recurring matching gift follow-up system: After a donor signs up for a recurring gift (whether through their payroll system or otherwise), be sure to send periodic reminders about matching gift opportunities. For the best results, follow up with simple instructions and offer them support if they have any questions.
  • Engage payroll donors at key points: For payroll givers, consider sending reminders during payroll periods or around key dates, such as the anniversary of their initial donation or the end of the calendar year, to encourage them to apply for matching gifts.
  • Make matching gifts part of your donor journey: Ensure that matching gift information is included not only during the initial donation process but also woven throughout the donor journey. From your new donor welcome series to ongoing engagement for recurring and payroll givers, you’ll want to consistently remind them about the potential to maximize their contributions through matching gifts.

Following up with recurring or payroll givers is crucial. After all, it ensures that matching gift opportunities don’t go unnoticed. Since these donors are already invested in your cause, they are more likely to take advantage of matching gifts if they are reminded regularly.

Quick Tip: For a look at leading companies that match payroll donations, check out our compilation list here.

Sign #5: You don’t track matching gifts as they are submitted.

One of the most significant issues nonprofits face with matching gifts is the lack of tracking throughout the process. If you’re not tracking matching gifts from the moment the opportunity is identified through the time the donor ultimately submits the request, you risk missing matching funds or failing to follow up in a timely manner.

Why This Matters:

Tracking matching gifts allows you to follow up with donors and their employers, ensuring that matches are completed successfully. Without proper tracking, there’s no way to ensure that your nonprofit receives the full amount of donations you’re eligible for.

How to Fix It:

  • Use matching gift software: Tools like Double the Donation allow you to track matching gifts throughout the donor journey. These systems help you stay organized and follow up with donors and employers when necessary.
  • Monitor progress regularly: Create a system for reviewing the status of matching gift requests on a regular basis. This can be done manually or through an automated platform to ensure no matches are left unprocessed.
  • Set up follow-up reminders: Develop a system that automatically reminds you to follow up with donors or companies if a matching gift is still pending. This will ensure no matching opportunities fall through the cracks.

Building tracking into your matching gift strategy to ensure you're not missing matching gifts

Proper tracking of matching gifts is essential for ensuring your nonprofit receives each and every dollar it’s entitled to. Moreover, setting up automated tracking not only ensures no matching gift goes unclaimed but also strengthens your relationship with donors by showing them that you care about maximizing the impact of their contributions. Talk about a win-win!

Wrapping Up & Additional Resources

Matching gifts offer nonprofits a huge opportunity to increase their revenue without much additional effort. However, many organizations are missing out on these funds because they aren’t promoting, tracking, or following up on matching gift opportunities effectively. By addressing these five signs you’re missing matching gifts, you can significantly increase your fundraising potential and maximize the impact of each donation.

Start by reviewing your current processes and implementing the strategies outlined in this post. From actively promoting matching gifts to integrating them into your donation flow, these steps will help ensure that you capture every dollar of potential matching funds. The more you optimize your process, the more successful your matching gift program will be.

Interested in learning more about incorporating strategic matching gift efforts into your overall fundraising strategy? Check out these recommended guides:

Make sure you're not missing matching gifts with an automation platform like Double the Donation.

Steps to Market Workplace Giving on Your Nonprofit Website

5 Steps to Market Workplace Giving on Your Nonprofit Website

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Workplace giving is one of the most overlooked revenue opportunities in nonprofit fundraising—but it doesn’t have to be. Every year, billions of dollars in corporate funds go unclaimed simply because eligible donors are unaware that their employers offer these programs. The good news? Your nonprofit website is one of the most effective tools you have to market workplace giving and help close that gap.

By strategically promoting workplace giving online, you can raise awareness, educate supporters, and make it easy for them to multiply the impact of their donations. Whether you’re new to workplace giving or looking to increase participation, these five steps will show you how to turn your website into a powerful driver of matched gifts, volunteer grants, and payroll giving support:

Marketing workplace giving on a nonprofit website is essential for maximizing contributions and fostering a culture of philanthropy. By effectively communicating the opportunities for workplace giving, organizations can engage supporters and encourage them to participate in these valuable programs.

Let’s get started with our first marketing tip!

Step #1: Add workplace giving to your ‘Ways to Give’ page.

The ‘Ways to Give’ page is often one of the most visited sections of a nonprofit’s website. This makes it a prime location to introduce workplace giving options. By including a dedicated section for workplace or employee giving, organizations can highlight the various ways employees can contribute through their employing companies.

In this section, it’s great to provide a brief overview of what workplace giving entails. This could include information about matching gifts, payroll deductions, and volunteer incentives. Clear and concise language will help potential donors understand how they can participate and the impact their contributions can make.

This page from the Chesapeake Bay Foundation puts those elements into action with its Ways to Give page, demonstrating the various ways employees and companies can get involved with their efforts:

Market workplace giving on your nonprofit website like this example

Additionally, consider using engaging visuals, such as infographics or icons, to illustrate the benefits of workplace giving. This can help capture the attention of visitors and encourage them to explore further.

Step #2: Establish a comprehensive Workplace Giving page on your website.

A mention on your ‘Ways to Give’ page is great⁠—but it’s just the start of an effective promotional strategy. Going a step further, a dedicated Workplace Giving page should serve as a central hub for all information related to workplace giving initiatives. This page will provide detailed explanations of the various programs available, including their operation and the benefits they offer to both employees and nonprofits.

Implementing a section that outlines the different ways employees can contribute—such as through payroll deductions, matching gifts, or volunteer hours—can empower them to choose the method that best suits their preferences and capabilities.

Here’s an example from the Crohn’s & Colitis Foundation, whose Workplace Giving page references key programs such as payroll deductions, matching gifts, volunteer incentives, and more:

Market workplace giving on your nonprofit website like this example

Here are a few other best practices to consider as you build this page:

  • Highlight success stories. For the best results, feature testimonials from donors who have participated in workplace giving programs. Personal stories can resonate with potential contributors and motivate them to get involved. Highlighting the impact of these contributions can also reinforce the importance of workplace giving, as demonstrated in this testimonial blog post from Lehigh University.
  • Make the page easily navigable. Ensure that this page is easy to navigate. Use headings, bullet points, and clear calls to action to guide visitors through the information. Consider adding an FAQ section (like this one from SIL Global) to address common questions and concerns, which can further enhance the user experience.
  • Utilize visuals. Visual aids (like the ones on Save the Children’s Workplace Giving page) can help simplify complex information and make this resource more engaging for visitors. For example, showcasing statistics about the funds raised or the number of lives impacted by the contributions can provide a compelling narrative that encourages participation.

It may also be beneficial to feature stories of the specific projects and activities that benefit from these giving programs. By showcasing missions, goals, and outcomes funded through workplace contributions, you create a deeper connection between the donors and the causes they support. This not only fosters a sense of community but also emphasizes the tangible difference that each contribution makes.

Step #3: Build dedicated pages for Matching Gifts, Volunteer Incentives, and Payroll Giving.

To effectively communicate the specifics of workplace giving, creating dedicated pages for Matching Gifts, Volunteer Incentives, and Payroll Giving is essential. Each resource should focus on one aspect of workplace giving, providing in-depth information and relevant resources, and allowing supporters to focus on the programs that are of most interest to them. Not to mention, this enables teams to market programs individually as well, leading supporters to the most relevant information on a really targeted page on their website.

Top tip: Clone your established Workplace Giving page within your CMS or website builder to create three separate duplicates and get a head start! From there, you can begin editing to adjust the language and content on your Match Page, Volunteers Page, and Payroll Giving Page accordingly.

3.1 Matching Gifts

Many employers offer matching gift programs, where they match donations made by their employees. A dedicated Matching Gifts page should explain how these programs work and why they are beneficial for both the donor and the nonprofit.

Include instructions on how donors can check if their employer participates (such as using an embedded database resource or reaching out to their HR lead). Furthermore, providing links to matching gift forms or resources can streamline the process for donors, making it easier for them to take action.

Take a look at UGA’s matching gift page below, and see how the school really simplifies the process for getting involved with a step-by-step overview and ingrained matching gift plugin tool:

Market workplace giving on your nonprofit website like this example

For the best results, you’ll want to provide your organization’s tax ID number and mailing address on this page, too, as it often assists supporters with the match request process.

3.2 Volunteer Incentives

Volunteer incentive programs encourage employees to volunteer their time by providing incentives such as volunteer grants or donations for every hour volunteered (or offering paid time off specifically for volunteering). Your Volunteer Incentives page should detail how these programs work and the benefits they offer to both volunteers and the nonprofit.

For the best results, provide information on how volunteers can apply for these grants on your behalf (such as using Double the Donation’s volunteer-specific search plugin), making it easy for individuals to understand the process.

Here’s how Pan-Mass Challenge is promoting corporate volunteer incentives on its main volunteer page, making it quick and easy for supporters to check their eligibility for volunteer grants, VTO, and more:

Market workplace giving on your nonprofit website like this example

You might also consider adding a section that outlines the types of volunteer opportunities available. For the best results, you’ll want to include both short-term (hours-long projects) as well as longer-term commitments (such as weekly recurring initiatives) to cater to different interests and schedules. This can help potential volunteers find the right fit for their skills and availability, ultimately increasing participation rates.

3.3 Payroll Giving

Finally, your Payroll Giving page should explain how employees can set up automatic deductions from their paychecks to donate to the nonprofit. This method of giving is convenient for donors and can lead to consistent contributions over time.

Include details on how to enroll in payroll giving programs, as well as the benefits of making donations through payroll deductions. With Double the Donation’s payroll giving plugin tool, you can even provide prospective supporters with a direct access link to their company’s payroll giving platform to get signed up!

Check out how St. Jude Children’s Hospital promotes the payroll giving opportunity below, providing step-by-step instructions on how an individual can get involved⁠, even if their company doesn’t currently offer a program!

Market workplace giving on your nonprofit website like this example

Taking it a few steps further, consider including an FAQ section that addresses common questions about payroll giving, such as how to change donation amounts or what happens if an employee changes jobs. This can help alleviate any concerns potential donors may have and encourage them to take the first step toward making a difference through payroll giving.

Market workplace giving on your website with our corporate giving database.

Step #4: Integrate workplace giving information with your donation form.

Integrating workplace giving information directly into the donation form can significantly enhance an individual’s likelihood of participation. When donors are filling out their information to make a contribution, they should naturally be presented with options related to workplace giving.

Consider adding a simple, optional form field to collect employment data as donors give. When paired with a bit of background regarding the ask (“Enter your employer’s name to uncover workplace giving eligibility”), it’s never been easier to collect the information you need.

Here’s how 50 Mile March promotes matching gifts within the donation form itself, asking donors to search for their employer to discover eligibility for the programs:

Market workplace giving on your nonprofit website like this example

From there, Double the Donation’s giving form integrations also make it easy to place a reminder about workplace giving opportunities on your confirmation screen, allowing donors to access a quick reminder immediately after they submit their gifts.

Check out how Blue Faery markets the opportunity from their donation confirmation screen, too, with an easily accessible company search tool available to drive next steps immediately after giving:

Market workplace giving on your nonprofit website like this example

Step #5: Integrate workplace giving information with your volunteer sign-ups.

Just as with the donation form, integrating workplace giving information into volunteer sign-ups can enhance engagement and participation. When potential volunteers express interest in supporting the organization (such as by signing up or registering for a shift), they should also be made aware of workplace giving options⁠—specifically corporate volunteer incentives.

Here’s how one organization collects employment information from the volunteer registration page, making it easy for supporters to provide an essential piece of the workplace giving engagement puzzle:

Market workplace giving on your nonprofit website like this example

When you collect employment information within sign-ups, you have the ability to provide tailored email follow-ups that inform supporters of their eligibility for workplace volunteer benefits and encourage them to get involved, too.

Wrapping up & additional workplace giving resources

Workplace giving programs are a win-win for donors and nonprofits—supporters amplify their impact, and you unlock funding that’s already waiting to be claimed. By implementing the steps outlined above, your website becomes more than an information hub—it becomes a conversion tool that drives awareness, participation, and revenue.

Don’t leave money on the table. Start with a few simple website updates and grow from there. Over time, consistent visibility and messaging around workplace giving will help you educate donors, segment your audience, and build a more sustainable fundraising pipeline.

Interested in learning more about how to market workplace giving programs for your organization? Check out these additional recommended resources:

Use our appends services to complete your workplace giving donor profiles.

Email Templates to Boost Payroll Giving Participation

4 Email Templates to Boost Payroll Giving Participation

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Payroll giving is one of the simplest and most effective ways for nonprofits to secure steady, recurring donations. Yet many organizations struggle to fully leverage this fundraising channel, largely because they lack clarity and compelling communication with their supporters. That’s where well-crafted outreach⁠, such as these email templates to boost payroll giving⁠, comes in.

In this post, we’ll share four proven email templates designed to drive payroll giving participation, from introducing the concept to thanking committed donors and more:

Whether you’re new to payroll giving or you’re looking to refresh your existing communications, these emails will help you engage supporters and grow a vital revenue stream.

Drive revenue with these email templates to boost payroll giving

In other words, with the right messaging at the right time, you can educate your audience, motivate participation, and build long-term loyalty through payroll giving.

Let’s begin!

Top Tip: The best payroll giving emails should direct readers to a dedicated Payroll Giving landing page on your website. This way, they can easily navigate to the resource and learn more about the opportunity. Bonus points if you’ve embedded Double the Donation’s payroll giving database on the page, empowering supporters to quickly determine their eligibility and next steps.

Email #1: Introduction to Payroll Giving

About the email:

Want to help your supporters discover a way to make a deeper, more lasting difference? This email template is built to introduce them to the power of payroll giving—what it is, how it works, and most importantly, why it matters.

By guiding your audience toward this often-overlooked option, you’re not just raising awareness—you’re opening the door to a form of giving that’s consistent, sustainable, and mission-fueling. Use this framework to spark interest, drive action, and grow the kind of dependable support that nonprofits thrive on.

Email template:

[Subject line] Introducing Payroll Giving: Easy, Automatic, Meaningful

[Name],

Did you know you can make a lasting difference—right from your workplace? Payroll giving is a simple way to provide steady, reliable support to [Nonprofit], helping us plan ahead, respond faster, and do more for the people and communities we serve.

Here’s Why It Matters:

❤️ Fuel Greater Impact: Your ongoing support allows us to expand programs, reach more people, and deepen our long-term efforts.

📅 Support We Can Count On: Knowing we have your regular commitment helps us allocate resources where they’re needed most⁠—when they’re needed most.

🌱 Make Every Paycheck Count: Even small contributions, given consistently, grow into powerful change over time. Whether you give $5 or $50 per pay period, payroll giving adds up to lasting change.

Whether you give $5 or $50 per pay period, payroll giving adds up to lasting change. 

And Here’s How You Can Get Started:

  1. Contact your HR or payroll department to inquire about the availability of payroll giving. Or use our easy search tool on the landing page here [link to payroll giving page] to find your company and get started!
  2. Let them know you’d like to support [Nonprofit].
  3. Set your recurring donation amount—it’s that easy.
  4. See what other programs your company offers⁠—you may be eligible for a matching gift, too!

If you need any help or documentation from our team, just reply to this email. We’re happy to assist!

As always, thank you for being part of our community and for considering this simple yet powerful way to give.

With ongoing gratitude,

[Your Name, Title]
[Nonprofit]
[Contact Info]

Email #2: Does Your Employer Offer Payroll Giving?

About the email:

Many people don’t realize their workplace offers payroll giving—but when they do, it can become one of the most effective ways to support causes they care about. This email template is designed to help your supporters uncover whether they have access to this option, sparking curiosity and prompting action.

By encouraging supporters to explore payroll giving, you’re not just helping them find a convenient way to contribute—you’re building a foundation of reliable, recurring support for your mission.

Email template:

[Subject line] Does Your Employer Offer This Giving Option?

An Easy Way to Give—Offered by Thousands of Employers

Hi [Name],

Here’s a powerful fact: over 30 million employees have access to payroll giving through their employing companies—and many don’t even realize it!

Payroll giving lets you make automatic donations directly from your paycheck to organizations like [Nonprofit]. It’s one of the simplest and most effective ways to support the causes you care about.

Interested? Take 2 minutes to ask your HR or payroll team if your company offers a workplace giving or payroll deduction program. Or, use our handy search tool [link to payroll giving page] to find your company and read up on the details provided. If they offer a program, all you need to do is designate [Nonprofit] as your charity of choice.

Thank you for supporting [Nonprofit] in ways that make the most sense for you. Payroll giving might be one of the easiest and most impactful ways to help us carry our mission forward.

Not to mention, many companies also match those donations or offer other impactful programs that help you make a difference in our mission. Whether it’s a payroll donation, a matching gift, or a volunteer grant, your support through your employer drives real change⁠—and we so appreciate your involvement!

Best regards,

[Name]
[Nonprofit]
[Contact Info]

Make the most of these email templates to boost payroll giving with Double the Donation.

Email #3: Thank You for Your Payroll Giving Support

About the email:

Payroll donors are some of the most consistent and high-impact contributors to your mission. This email template is designed to help you recognize and thank them—not just for their generosity, but for the steady support that powers long-term change.

Acknowledging these donors isn’t just good stewardship—it’s a strategic opportunity. Payroll givers often have a higher lifetime value and may also be connected to other forms of corporate support, like in-kind donations, volunteer grants, or matching gift programs. A simple thank-you can open the door to deeper engagement and even new partnerships in the workplace.

Use this message to show appreciation, reinforce their impact, and let them know you’re here to support them in every step of their giving journey.

Email template:

[Subject line] You’re Powering Change, One Paycheck at a Time

Thank You for Being a Payroll Giving Champion

Hi [Name],

We just wanted to take a moment to say thank you for choosing to support [Nonprofit] through payroll giving.

Your consistent generosity—automatically gifted from each paycheck—makes a lasting impact on our work. Whether you’re helping us [insert brief mission-related example, like “deliver meals to families,” “protect local wildlife,” or “fund vital research”], your support is fueling real change in our community.

  • 💸 Your donations add up to significant support over the course of your giving
  • 💪 Regular gifts help us plan long-term and respond quickly to urgent needs
  • 🧡 You’re part of a special group of donors making giving a seamless habit

We truly couldn’t do this without you.

If you ever need to update your payroll gift, get documentation for your records, or learn about other ways to increase your impact (like employer matching), just reach out—we’re here to help. In the meantime, see what other programs your employer offers. Just use the search tool on our website [link to payroll giving/workplace giving page]!

With heartfelt thanks,

[Your Name]
[Nonprofit]
[Contact Info]

Email #4: Matching Gift Reminder for Payroll Giving

About the email:

Payroll giving is already a powerful way to contribute—but when paired with employer matching, it can go even further. This email template helps you remind payroll donors to check whether their company offers a matching gift program, turning their consistent generosity into an even greater force for good.

By encouraging donors to explore matching opportunities, you not only amplify their impact—you deepen their engagement and potentially unlock new streams of corporate support. Many companies are eager to give, but need an employee to take the first step. This message equips your supporters to be that spark, all while reinforcing your appreciation for their ongoing commitment.

Email template:

[Subject line] Reminder: Get your payroll donations matched!

2X the Impact: Your Payroll Gift Might Be Eligible for a Match

Hi [Name],

Thank you again for giving through payroll—your consistent support means so much to us at [Nonprofit].

But here’s something you might not know: your employer may match your payroll donations, potentially doubling (or even tripling) the impact of your gift!

Here’s How It Works:

Many companies offer matching gift programs for charitable contributions made through payroll deductions. All you need to do is:

  1. Search our company database [link to matching gift page] to locate matching gift information for your company.
  2. Follow the provided instructions to submit a simple form (often online) with our nonprofit information.
  3. That’s it! Your employer reviews the request and sends an additional donation our way.

It’s an easy, no-cost way to make your generosity go even further.

With double the thanks,

[Name/Title]
[Nonprofit]
[Contact Info]

P.S. Some companies have deadlines for submitting matching gift requests—so don’t wait to check!

Wrapping Up & Additional Payroll Giving Resources

Effective communication is the key to unlocking the full potential of payroll giving for your nonprofit. By using these four targeted email templates, you can guide your supporters through every stage of the donor journey—from awareness to enrollment, reminders, and gratitude.

Ready to get started? Customize these templates to fit your nonprofit’s brand voice and watch your payroll giving program thrive.

Plus, check out these additional recommended resources to continue growing your knowledge of all things payroll giving:

  • How to Register Your Nonprofit for Payroll Giving [6 Steps]. This straightforward guide breaks down the essential steps your nonprofit needs to take to get registered with payroll giving platforms and employer programs. Perfect for organizations just starting out, it ensures you don’t miss any critical details in the registration process.
  • 7 Strategies for Marketing Payroll Giving to Your Supporters. Learn actionable marketing tactics tailored specifically for promoting payroll giving. From email campaigns to social media tips, this resource helps you effectively raise awareness and boost participation among your donor base.
  • Tracking Payroll Giving: A Nonprofit’s Step-by-Step Guide. Discover how to monitor and analyze your payroll giving revenue with this comprehensive guide. Learn which metrics matter most and how to use data-driven insights to optimize your fundraising efforts over time.

Make the most of these email templates to boost payroll giving with Double the Donation.

Insights From Crohn’s & Colitis Foundation’s Matching Gift Journey

Insights From Crohn’s & Colitis Foundation’s Matching Gift Journey

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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

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

Matching Gifts + More: Tips for Special Fundraising Events

Matching Gifts + More: Tips for Special Fundraising Events

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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.

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.

Donations made through peer-to-peer and other special fundraising events can be matched

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:

  1. Intuit: Known for its generously philanthropic culture, Intuit matches employee donations and fundraising efforts, providing a valuable boost to nonprofit causes.
  2. 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.
  3. 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.
  4. 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.
  5. 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:

  • 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.”

  • 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:

  • 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!”

  • 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:

  • 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!”

  • 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:

  • Send a thank-you email to event attendees, including a reminder to check if their employer offers a matching gift program.

  • Include a direct link to a matching gift search tool and clear instructions on how to apply for the match.

  • 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:

  • Encourage employee participation: Highlight the availability of volunteer grants in your event invitations, and encourage volunteers to check if their employer offers such programs.

  • 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.

  • 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:

  • 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.

  • 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.

  • 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:

  • 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.

  • 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.

  • 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:

  • 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.

  • 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.

  • 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!

Bring matching gift success to your own organization with Double the Donation's matching gift practices, tips, and tools.

Driving Donor Retention With Matching Gifts [A Guide]

Driving Donor Retention With Matching Gifts [A Guide]

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In recent years, donor retention rates have been hovering slightly above 40%. This means that if you have 100 donors, roughly 60 of them are only making one-time donations⁠, while around 40 are coming back to give again. If the focus on donor retention isn’t strong and comprehensive, a nonprofit organization will need to concentrate on the acquisition of new donors instead⁠—a notably vital but often more costly pursuit.

Luckily, there are numerous ways to boost donor retention and keep donors coming back. For example, did you know you can improve donor retention by using matching gift programs? That’s what we’ll cover here, specifically by addressing:

We’ll dive deeper into each topic and provide you with actionable tips to help you retain donors for your cause. Let’s begin!

Why Is Donor Retention Important?

When a donor continues to give to your nonprofit, the most obvious benefit is the regular extra revenue. However, keeping donors coming back has additional rewards, too.

  • First, your organization has the opportunity to develop meaningful relationships with donors. Think about it this way: you can’t cultivate a friendship with someone if you’ve only met them once. The same principle applies to building donor relationships. A donor that continues to give to your cause is much more likely to volunteer at your next event, serve on your board of directors, and advocate for your cause.
  • Meanwhile, a donor that has a strong connection to your cause is also more likely to share their passion for your mission with others, which could lead to even more donors. For instance, you might launch a peer-to-peer campaign where your supporters raise money on your behalf. When donors share their personal experiences with their friends and family, it can be a great tool to acquire new donors.
  • Finally, retaining donors means you can gain helpful feedback through these meaningful relationships. A donor that’s truly invested in your cause can provide suggestions and advice on how you can improve your stewardship, outreach, and much more.

By implementing their suggestions, you’ll not only gain their trust but also show other potential supporters that you will listen to their concerns.

The Power of Corporate Matching Gifts

Corporate matching gifts are one of the most effective yet underutilized tools in nonprofit fundraising. These programs allow companies to match their employees’ charitable contributions, effectively doubling (or sometimes tripling) the impact of each donation. For nonprofits, this means more funds to support their mission, while donors see their generosity go even further—all at no additional cost to them.

While it can vary from company to company, most matching gift programs follow a simple process:

  1. Employee Makes a Donation – A donor gives to their favorite nonprofit.
  2. Employer Matches the Gift – The donor submits a matching gift request to their employer.
  3. Nonprofit Receives Additional Funds – Once approved, the company sends a matching donation to the nonprofit.

While the process may seem straightforward, studies show that billions of dollars in matching gift funds go unclaimed each year simply because donors aren’t aware of these programs⁠—or don’t know how to take advantage of them. That’s why it’s crucial for nonprofits to educate their supporters and streamline the matching gift process.

The Link Between Matching Gifts and Donor Retention

While there is a surplus of helpful donor retention advice out there, it is worthwhile to note the mutually beneficial union that results from combining matching gifts and donor retention.

Specifically, matching gifts can help drive donor retention by…

1. Showing that your nonprofit is a good steward of donors’ funds.

One of the key reasons donors continue supporting a nonprofit is trust—trust that their contributions are being used effectively to make a real impact. When a nonprofit actively promotes and facilitates matching gifts, it signals to donors that the organization is committed to maximizing every dollar received. This demonstration of financial stewardship plays a critical role in building long-term donor relationships and driving retention.

2. Keeping your organization at the front of donors’ minds.

One of the biggest challenges nonprofits face in donor retention is staying top-of-mind after the initial donation. After all, many donors give once and then disengage. However, matching gifts provide a natural way to extend donor engagement beyond the moment of giving, keeping your nonprofit in their thoughts for a longer period and increasing the likelihood of future support.

Not to mention, sending communications about matching gifts to dedicated donors, whether through email, snail mail, or social media, will help them stay involved with your organization without feeling pressured to donate more of their own money. If you only talk to your donors when you want their donations, they’re less likely to continue supporting your cause.

3. Encouraging larger future donations.

One of the most compelling ways matching gifts drive donor retention is by encouraging larger future donations. After all, research indicates that when donors are aware of a matching gift opportunity, they are more likely to give—and to give in greater amounts. This increased generosity not only boosts immediate fundraising efforts but also fosters long-term donor commitment, leading to higher retention rates overall.

In fact, when nonprofits mentioned matching gifts when asking for donations, response rates jumped 71%, and average donation amounts increased by over 50%.

Letting donors know that they can make a greater impact with their donations generates a higher response to future appeals and results in larger contributions than ever before.

Strategies for Increasing Donor Retention With Matching Gifts

Now that we’ve established a connection between matching gifts and donor retention, it’s time to cover the ways in which your team can use the former to increase the latter.

Explore these proven strategies we’ve developed from working with thousands of organizations to maximize matching gifts.

1. Send a match appeal immediately after a donor gives.

One of the most effective ways nonprofits can drive donor retention through matching gifts is by sending a match appeal immediately after a donor gives. This timely follow-up not only increases the likelihood that donors will submit a matching gift request but also reinforces their connection to your organization—encouraging long-term engagement.

If you don’t know who your donor’s employer is, supply them with general information about matching gifts after they’ve donated, either in an acknowledgement or thank you email or in a separate follow-up entirely.

If you’ve done your homework and know where your donor works (and, more importantly, if their employer offers a matching gift program), provide them with company-specific information (such as program guidelines and links to matching gift forms) to help them get started.

Here’s how one organization does so:

Driving donor retention with matching gifts using acknowledgment emails

2. Notify donors when their company’s matching gift is received.

A crucial yet often overlooked step in the matching gift process is informing donors when their company’s matching contribution comes through. This follow-up communication not only acknowledges the donor’s role in securing additional funding (and provides you with another chance to thank them) but also reinforces their connection to your organization—boosting donor retention.

Depending on how fast the donor’s company processes the gift-matching paperwork and sends the money to your organization, it could be weeks or months until the donor’s matching gift comes in. They might have forgotten about it by that point. Letting them know that their matching gift was received is another excellent way to reestablish contact with a donor, potentially encouraging them to donate (and get their gifts matched) in the future.

Take a look at the thank-you card one institution sent its matching gift donors:

Driving donor retention with matching gifts using thank-you notes

3. Use social proof to demonstrate matching gift success.

One of the most powerful ways to drive donor retention through matching gifts involves showcasing real-world examples of their impact using social proof. When donors see that others are successfully doubling their contributions—and making a greater difference—they feel more confident and motivated to continue supporting your cause.

Here’s how social proof drives matching gifts and donor retention alike.

  • Creates a Sense of Community – People are more likely to stay engaged when they see that others like them are taking action. Highlighting matching gift success stories fosters a sense of shared purpose and encourages donors to feel like part of a larger movement.
  • Reinforces the Effectiveness of Giving – When donors see tangible evidence that matching gifts are successfully doubling impact, they gain reassurance that their contributions are making a meaningful difference. This confirmation increases the likelihood of future giving.
  • Builds Trust and Credibility – Transparency is key to donor retention. Showcasing real results—such as total funds raised through matching gifts or testimonials from donors who’ve had their gifts matched—demonstrates that your nonprofit is effectively leveraging these opportunities.

In order to do so, consider sharing matching gift donor testimonials, highlighting matching gift impact stories on your cause, and showcasing KPIs and other impactful metrics. By incorporating social proof into your donor communications, you create an environment where donors feel inspired, validated, and eager to continue supporting your nonprofit. The more they see others engaging in matching gifts, the more likely they are to remain committed—helping to drive long-term donor retention and fundraising success.

Check out this organization’s usage of social proof in its annual report:

Driving donor retention with matching gifts using social proof

Wrapping Up & Additional Resources

Unfortunately, making sure that donors stick around can be tricky. However, donor retention is essential for the long-term sustainability of any nonprofit, and corporate matching gifts provide a powerful strategy to keep donors engaged and committed in the long run. By leveraging matching gifts, organizations can amplify donor contributions, reinforce financial stewardship, and create ongoing opportunities for meaningful engagement.

Now is the time to integrate matching gifts into your donor retention strategy. With the right approach⁠—and the right tools to power it⁠—you’ll not only increase donations but also turn one-time contributors into lifelong advocates for your mission.

For even more helpful fundraising and matching gift tips, keep reading these additional recommended resources:

Interested in learning more about boosting donor retention? Check out this immersive webinar on the topic!

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