Marketing Strategies Archives - Double the Donation

Revamp Your University’s Matching Gift Strategy: Tips from IUF

May 22, 2025/in Fundraising Strategy, Marketing Strategies /by Adam Weinger

University advancement teams are always looking for ways to increase donor impact and build stronger relationships with alumni and supporters. One of the most effective—but often underused—tools is matching gifts. If you’re looking for ways to revamp your university’s matching gift strategy, you’ve come to the right place.

In a recent webinar, we sat down with Abe Morris, Segmentation Analyst at the Indiana University Foundation (or IUF), to discuss the various ways in which their team optimized its approach to matching gifts⁠—streamlining processes, improving donor engagement, and maximizing revenue. As he spoke, we learned that one of the first items Abe was tasked with, upon beginning his new role at IUF in 2022, was to take a look at their matching gift program and see what he could do to improve it. They started with a single, quarterly piece of direct mail promoting matching gifts, so outreach was infrequent and single-channel⁠, with a lot of room to grow. And grow they did!

Interested in viewing the full presentation? Check out the replay here. Otherwise, let’s walk through an overview of the steps the team took to revamp their university’s matching gift strategy.

Conducting an ROI analysis

The first step in refining the matching gift strategy was a thorough return on investment (ROI) analysis—a critical move to better understand the current state of matching gift participation and identify areas for growth. This analysis involved digging into existing donor data to evaluate key metrics such as:

The total amount of individual giving
How much of that giving was being matched by employers
The completeness and accuracy of employer information in the database
The match eligibility rate among known donors

Two important insights emerged from this deep dive. First, employer data was often incomplete or missing, making it difficult to identify match-eligible donors. Second, even among donors whose employers were confirmed to offer matching gift programs, many were not submitting match requests. This revealed a significant gap between potential and actual matching gift revenue.

In short, the analysis confirmed that there was untapped potential sitting in the donor base—dollars left on the table simply due to lack of awareness, missing data, or process gaps. By identifying these inefficiencies early on, the team could begin targeting specific opportunities to improve data quality, educate donors, and drive more match requests, ultimately maximizing revenue from matching gifts.

Setting goals

To tap into their full matching gift potential, the Indiana University Foundation knew they needed more than just good intentions. What they needed was a clear roadmap. That began with setting three focused, strategic goals designed to guide their efforts and measure success over time.

1. Increase donor awareness of matching gift programs.

IUF recognized that many eligible donors simply weren’t taking advantage of their employer’s matching gift offerings, often because they didn’t know the programs existed. One of their primary goals became boosting awareness through targeted outreach, donor education, and timely follow-ups.

By embedding matching gift messaging throughout the giving journey—from donation forms to thank-you emails—they aimed to keep the opportunity front and center.

2. Improve the quality and quantity of employment data.

Incomplete or outdated employer information was another major barrier to unlocking matching gifts. Without knowing where donors worked, it was nearly impossible to identify eligible matches.

So IUF set a second goal: to collect and maintain more accurate employment information through methods like donation form fields, email outreach, and more. The more complete their records, the better they could personalize matching gift outreach and follow up effectively.

3. Increase total matching gift revenue.

Ultimately, all efforts were tied to a larger goal: growing matching gift revenue in a sustainable and scalable way. By raising awareness and improving data, IUF positioned itself to capture more matches—and to track the financial impact over time. This goal served as both a measure of success and a motivating benchmark for the entire advancement team.

Together, these three goals created a solid foundation for revamping IUF’s matching gift strategy—turning what was once a passive revenue stream into an active driver of philanthropic growth.

Understanding the matching gift process

Before the Indiana University Foundation could fully execute their matching gift strategy, they needed to deeply understand how the process worked from start to finish. That meant mapping out the actual donor journey and identifying where opportunities were being missed or delayed.

To do this, Abe collaborated closely with the revenue operations team, digging into the mechanics of how matching gifts flowed into the organization. This step was critical—not just for optimizing internal workflows, but also for identifying pain points that were impacting both donors and the university’s ability to secure matching funds.

Here’s what they uncovered:

When a donor makes a gift, several things can happen. Sometimes, the donor is already aware of their employer’s matching gift program and initiates a request on their own. In other cases, however, the donor learns about the opportunity through post-donation outreach—like emails, website prompts, or follow-up reminders from the university. At the time, though, the main way the Foundation was communicating was via direct mail, and it would take up to three months for donors to hear about matching gifts.

Once the donor decides to pursue the match, they typically complete an online form through their employer’s portal. This form is then reviewed by their employer, who contacts the institution (in this case, IUF) to verify that the original donation was made and that it meets the company’s matching criteria.

After this verification step, either the employer or a third-party vendor—such as a corporate social responsibility (or CSR) platform—processes the matching payment. The funds are sent to the university and recorded in the advancement system as a matched gift.

This process may sound straightforward, but it involves multiple stakeholders, timing dependencies, and data handoffs. What stood out most in this analysis was the importance of coordination—from clear communication with donors to timely responses to employers, every step plays a role in securing the match. From this, it became clear that they needed faster follow-ups, integrated systems, and more to better guide donors through the matching process.

Becoming familiar with common challenges

With a clear understanding of the matching gift process in hand, the next critical step for the Indiana University Foundation was to confront the realities of implementation—specifically, the common challenges that can hinder matching gift success. Anticipating these hurdles allowed the team to build a more resilient and responsive strategy.

Some of the biggest challenges? The irregularity of matching gift disbursements, limited visibility into matching gift fulfillment, and company-specific restrictions on match eligibility.

Luckily, by proactively identifying these common challenges, IUF was able to manage expectations, educate donors more effectively, and fine-tune internal systems to catch and respond to issues before they became roadblocks. In other words, understanding the obstacles up front laid the groundwork for a more strategic and sustainable matching gift program moving forward.

Making the most of employer data

Once the IUF had a clearer picture of the challenges surrounding matching gifts, the next step was to optimize the data they already had—specifically, employer information. This required a close partnership with the advancement data team to figure out how to better collect, manage, and activate that data in ways that would directly support matching gift efforts.

The first major improvement was integrating Double the Donation’s matching gift tool into the university’s website and donation forms.

This solution allows donors to easily search for their employer during the giving process and instantly discover if they’re eligible for a matching gift program. With the tool embedded directly at the point of donation, IUF could proactively surface relevant matching gift information in real time, instead of relying on delayed outreach months later.

Establishing a matching gift communication plan

With the right tools and data in place, the Indiana University Foundation turned its attention to an equally critical component of a successful matching gift strategy: communication. The Foundation knew that simply having the information wasn’t enough. They needed to ensure it reached the right people at the right time, in a way that felt helpful rather than overwhelming.

To accomplish this, IUF began to weave matching gift language into nearly every relevant donor touchpoint. They integrated it across their communications ecosystem—from gift receipts and email follow-ups to donation forms and social media ads.

Each message was crafted with purpose and clarity, pointing donors to the university’s dedicated matching gifts page for more information.

By establishing a comprehensive, multi-channel communication plan, IUF increased visibility for matching gifts, reinforced donor education, and significantly improved the likelihood that eligible supporters would follow through. It wasn’t just about raising awareness—it was about creating a consistent, donor-friendly experience that made taking action feel seamless.

Measuring and tracking success

With new systems, tools, and strategies in place, IUF knew that ongoing success would hinge on one key factor: measurement. If they couldn’t track the impact of their efforts, they couldn’t improve them or demonstrate their value to stakeholders.

To close that loop, the team prioritized building a dedicated matching gift performance dashboard. This internal tool was designed to monitor real-time data and offer a clear view of progress toward their strategic goals.

The dashboard focused on a few core metrics:

Total matching gift revenue — to measure the overall financial impact
Number of matching gifts received — to gauge engagement and donor participation
Percentage of eligible donors who submitted matches — to assess the effectiveness of outreach and education

By comparing KPIs over time, IUF could clearly see which initiatives were working and where there was room to grow. Just as importantly, they were able to tie these insights back to their original goals. Increasing donor awareness, improving data quality, and maximizing matching gift revenue.

Wrapping up & webinar replay

Matching gifts represent a major opportunity for universities—but only if you have the right strategy in place. Success starts with donor education, efficient verification workflows, and strong collaboration between advancement teams and corporate partners.

By applying these lessons, your university can transform matching gifts from a passive afterthought into a powerful fundraising engine. Start small, stay consistent, and watch your impact multiply.

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

May 19, 2025/in Fundraising Strategy, Marketing Strategies, Learning Center /by Adam Weinger

What You Need to Know About Retaining Matching Gift Donors

May 5, 2025/in Learning Center, Marketing Strategies /by Adam Weinger

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

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

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

Read on to explore the following key topics:

What Are Matching Gift Donors?
Why Does Matching Gift Retention Matter?
Key Strategies for Retaining Matching Gift Donors

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

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

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

What Are Matching Gift Donors?

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

More specifically, they are donors who:

Work for companies with matching gift programs;
Qualify for their employers’ matching opportunities;
Submit matching gift request forms to their employers;
Result in completed matching gifts being provided to your nonprofit.

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

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

Why Does Matching Gift Retention Matter?

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

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

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

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

Key Strategies for Retaining Matching Gift Donors

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

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

1. Make matching easy.

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

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

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

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

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

2. Prioritize two-way communication throughout the process.

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

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

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

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

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

3. Track matching gifts by donor.

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

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

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

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

4. Thoroughly demonstrate gratitude.

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

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

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

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

6. Highlight amplified giving impact.

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

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

Consider this:

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

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

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

7. Make a note of matching gift program guidelines.

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

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

Here’s an example:

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

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

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

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

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

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

Here’s an example:

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

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

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

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

9. Invest in strategic data stewardship.

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

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

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

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

10. Use personas to hone your retention message.

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

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

Wrapping Up

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

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

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

14 Types of Matching Gift Letters Every Nonprofit Should Send. Drive more matching gifts with the recommended matching gift letters and examples in this guide. This includes matching gift appeals, acknowledgments, and thank-you messages!
Top Matching Gift Practices | Actionable Insights & Examples. Find out some of the ways the largest nonprofits promote matching gift opportunities to their audiences. Plus, see how sample matching gift communications impact retention.
8 Ways to Encourage Donors to Submit Employee Matching Gift Requests. Before you can retain matching gift donors, you’ll need to get them to submit their matches in the first place. Read up on eight suggestions for driving matching gifts to completion here.

Promoting Corporate Volunteer Incentives on Your Website

April 16, 2025/in Marketing Strategies, Learning Center /by Adam Weinger

Driving Donor Retention With Matching Gifts [A Guide]

February 15, 2025/in Donor communications, Marketing Strategies, Learning Center /by Adam Weinger

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:

Why is donor retention important?
The power of corporate matching gifts
The link between matching gifts and donor retention
Strategies for increasing donor retention with matching gifts

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:

Employee Makes a Donation – A donor gives to their favorite nonprofit.
Employer Matches the Gift – The donor submits a matching gift request to their employer.
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:

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:

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:

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:

The Ultimate Guide to Marketing Matching Gifts. If you want more ways your organization can promote matching gifts, we have a whole host of ideas and examples to get you started in this free downloadable guide.
Top Matching Gift Companies: Leaders in Corporate Giving. Matching gifts can be difficult if you’re not familiar with top corporate philanthropy programs. Check out 20 of the best matching gift companies here!
What You Need to Know About Retaining Matching Gift Donors. Once you’ve secured a matching gift from a donor, how can you keep them engaged in the programs again and again? Find out in this post.

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

Top Strategies for Marketing Matching Gifts On Your Website

January 11, 2025/in Donor communications, Marketing Strategies, Learning Center /by Adam Weinger

Your website is likely the number one place where donors come to learn about your mission and, ultimately, make a contribution to the cause. Marketing matching gifts on your website is a great way to promote the opportunity while encouraging donors to give more⁠—and make a matching gift request.

While many of your site’s visitors may start out as strangers, the goal is to impress every user⁠—and to make sure that all parties leave feeling satisfied and looking forward to their next visit. Matching gifts are a great way to do that.

With donors going the online giving route more and more often, an organization’s website encompasses endless opportunities to educate supporters about matching gifts and drive them further down the donation-matching funnel.

Because a nonprofit’s website is such a multifaceted tool, there are a ton of ways to market matching gifts effectively within the online resource. In this guide, we’ll dive into a few of the most common and impactful methods for doing so:

Matching Gift Pages
Blog Articles
Images and Buttons
Navigation Bars
Ways to Give Pages
Custom Match Pages

As with any modern organization, your website is often the first impression someone has of your nonprofit. It’s essential that you make it count by sharing about matching gifts every chance you get. The more familiar donors are with gift-matching initiatives, the more likely they ultimately are to participate!

Marketing Matching Gifts On Your Website With a Matching Gift Page

One of the best ways to ensure each donor has access to a wide range of matching gift information (and knows how to locate more) is to host a dedicated corporate matching gift web page on your website. This way, donors will have easy access to a landing page where they can learn about matching gift programs and discover if their employers participate.

This page can communicate relevant facts, such as matching gift statistics or annual donation numbers, as well as allow donors to search for information with an embedded company search tool. It could even be as simple as stating what matching gifts are!

Make sure to incorporate the following best practices for matching gifts on your dedicated match page:

Begin with a brief overview of corporate matching gift programs (and where users can locate additional information on the topic).
Explain the benefits of matching gifts programs, both for your nonprofit and for the donors themselves.
Embed Double the Donation’s autocomplete search box in a highly visible location on the page.
Include your organization’s contact information, including mailing address and EIN/tax ID number.

The goal of your matching gift page is to provide donors with a place to both learn about matching gifts and be spurred into action on the spot. With Double the Donation’s matching gift services, for example, you can empower donors to participate with year-round access to the forms, guidelines, and instructions they need to submit matching gift requests in minutes.

Example Content:

“Did you know that more than 26 million people work for companies with employee matching gift programs? You might too! Learn more about your employer’s matching gift programs by entering the company’s name in the below search box.”

“Matching gifts enable our organization to do more for the children in our community. When you request a donation match for your gift to the Children’s Play and Learning Center, you can provide much-needed resources for twice as many kids we serve. Find out more about the programs with our FAQ section, or find your company’s guidelines here.”

Marketing Matching Gifts On Your Website With Blog Articles

Organizations often use online blogs to keep supporters updated on their efforts and tell the nonprofit’s story. Why not also utilize your blog to share ways for donors to double their donations, enabling your team to keep telling that story?

Blog articles are a great way to start the conversation about corporate philanthropy, specifically the role that individual donors can play. Consider telling in-depth stories about the importance of matching gifts while educating people on how to submit the necessary forms.

Best practices for marketing matching gifts with your prewritten articles include:

Posting insightful stories about matching gifts and the effects the programs can bring your organization’s mission.
Incorporating a graphic that advertises matching gifts on the side of a blog post to help increase awareness.

Many donors have never heard of matching gift and volunteer grant programs, so it’s important to inform your supporters about the opportunities. And in order to evoke emotion and drive more donors to participate, we recommend carefully demonstrating the increased impact that corporate giving can have.

Example Content:

“Corporate Employee Matching Gift Programs: What Are They and How Do They Benefit Atlanta University?”

Use this article topic to inform donors about matching gift basics, from what matching gifts are to how they benefit your organization to how easy it is to submit a matching gift request. Sometimes, people just need to know that such programs exist!

“Cat Rescue Club raises $200,000 from Matching Gifts and Saves 10,000 Additional Furry Friends!”

Use this article topic to detail how matching gifts provide additional resources that can create opportunities that would otherwise not be possible. Make the story personal and relatable so donors realize the importance of taking a mere five minutes to submit a matching gift request.

Interested in getting a headstart on your blog content? Double the Donation offers free, prewritten articles your team can customize for your own needs here.

Marketing Matching Gifts On Your Website With Images and Buttons

Images and buttons are each highly effective ways to draw attention to matching gifts within your organization’s website. Well-crafted visuals are significantly more eye-catching than plain text links (which are often overlooked) and can be a great resource for driving website visitors to take an intended call to action.

Make sure to incorporate the following best practices for matching gifts using images and buttons:

Brand your images and buttons to your organization and its website by using your existing color scheme, font choices, etc.
Use imagery to help donors visualize the tangible impact that matching gifts can bring your organization and its mission.
Produce high-quality and visually appealing images and buttons⁠—avoid blurriness, overcrowding, and imbalance⁠—that also add value to your site.
Choose and communicate a clear action that you’d like website visitors to take (such as visiting your matching gifts page or searching their employer in your company database).

Once you have your images and buttons created and ready to go, consider incorporating one or more of these resources into your website, along with other digital communications⁠—such as social media marketing and matching gift emails⁠—as well.

Example Content:

“Get your gift matched ⁠— request a matching donation from your employer here!”

“Learn more about matching gifts! Click here to locate your company’s matching gift guidelines.”

P.S. Interested in even more matching gift graphics and customizable templates? Check out the resources Double the Donation offers for free for users on the platform.

Marketing Matching Gifts On Your Website With a Navigation Menu

A website’s navigation bar is used to provide visitors with an easily accessible resource with which they can travel throughout the site from page to page. For many nonprofits, this navigation bar (also known as a “navigation menu”) incorporates the most highly-trafficked pages.

Depending on the organization in question, this might include items related to the organization’s mission and vision, an “about us” page, contact information for users to get in touch with the team, and a number of ways to support the cause.

By including a link to your organization’s dedicated matching gift web page (described above) within your navigation bar, you can allow users to access that information from anywhere on your website.

Make sure to incorporate the following best practices for matching gifts on your website navigation:

Provide easy access to matching gift information directly from your site’s navigation bar by linking to your dedicated matching gift page.
Choose phrasing that is straight to the point and easily understood by your donors and other website viewers (for example, “Double your Donation” or “Matching Gifts”).
Place your link as prominently within your navigation bar as possible. Avoid too many subfolders, which can defeat the purpose of including it in the website menu at all.

Incorporating a matching gifts link in your navigation bar allows donors to intuitively discover matching gifts. Once a user clicks the link or button, they are able to dive into all the nitty-gritty details about matching gift programs. But all it takes to spark that interest and get the user involved is typically just a few words within the navigation menu!

Marketing Matching Gifts On Your Website With a Ways to Give Page

A functional website is a necessity for every organization. Not only is it a valuable resource for sharing information about your cause and operations, but it also offers an invaluable source of real estate for promoting revenue opportunities⁠—both matching gifts and otherwise.

For many organizations, that’s where their Ways to Give page comes in!

A “ways to give” page is an area on a nonprofit’s website where people learn about a wide range of support options for the organization. This often includes online giving, upcoming events, direct mail donations, peer-to-peer fundraising opportunities, volunteer initiatives, and, of course, workplace giving programs such as donation matches and volunteer grants.

Make sure to incorporate the following best practices for matching gifts on your “ways to give” page:

Provide donors with direct access to the tools they need to research their own matching gift eligibility (like a matching gift company search tool).
Direct donors to a page with more information (e.g., your dedicated matching gift page).

There are typically a ton of ways for supporters to contribute to your organization, and you’ll want to advertise them all on your “ways to give” page. Then, as donors are looking for impactful opportunities to support your cause, remind them that having their employers double their donations is a simple way to make their gift go further.

Example Content:

“Looking for more ways to support your favorite charities? See if your employer offers matching gifts!”

“Did you know that thousands of companies match employee donations? Find out if your support is eligible for matching to double the impact of your gift.”

Marketing Matching Gifts On Your Website With a Custom Match Page

Some companies may not yet have the resources or the bandwidth to launch a comprehensive matching gift program for their staff. One approach that’s becoming increasingly popular among such businesses is the establishment of custom matching gift programs as a way for employers to get a taste of the employee giving opportunity. In this scenario, a company would agree to match team members’ donations to a single nonprofit, often during a limited-time campaign.

And by marketing this unique (or “one-off”) matching gift opportunity, your nonprofit can pursue corporate partnerships more effectively. We recommend hosting a dedicated Custom Matching Gift Programs page on your website, keeping in mind that this resource will primarily target the companies themselves⁠—rather than a company’s individual employees.

Make sure to incorporate the following best practices for matching gifts using custom matching gift pages:

Host the page and the embedded interest form on your nonprofit website, and maintain consistent branding throughout your organizational materials.
Clearly define the partnership opportunity. Many companies will be unaware that custom matching gift programs are an option, so you’ll want to overview exactly what is being asked and offered.
Provide a summary of your nonprofit’s mission and vision! Interested companies may be familiar with your purpose already, but a refresher can reiterate the impact the partner would make by supporting your cause.

Custom matching gift programs provide nonprofits with an excellent opportunity to deepen their relationships with philanthropic-minded companies wanting to get involved in giving back. But they take a bit of a different marketing approach to pursue, so it’s a good idea to determine where these initiatives fit into your overall corporate fundraising strategy and go from there.

Example Content:

“Interested in supporting our organization with a custom matching gift program? Fill out the following form, and we’ll be in touch to discuss the next steps for developing a mutually beneficial partnership!”

“By organizing a custom matching gift initiative, which is a unique type of employee giving program, your company would commit to matching donations made by your employees to our nonprofit organization.”

*While Double the Donation offers custom matching gift management functionality, this feature is designed specifically for fundraisers looking to manage custom matching gift initiatives—Double the Donation does not work directly with corporations. If you’re a company interested in creating a matching gift program, contact us, and we’ll share information about our corporate vendor partners.

Final Thoughts & Additional Matching Gift Marketing Resources

Implementing matching gift promotions across your website is a major step in boosting your revenue. Don’t overlook it!

Individuals looking to get involved in your giving in the first place will be more inclined to contribute, while existing donors will be able to easily locate the information they need to get their gifts matched by their employers.

As your organization’s #1 marketing tool, marketing matching gifts on your website is essential.

Interested in learning more about effective matching gift fundraising practices? Check out our other educational resources on the topic:

A Complete Guide to Fundraising Automation for Nonprofits. Raise more for your organization with less time, money, and resources by leveraging automation strategies. Find out how to fundraise better across your online giving pages, donor management system, matching gift tools, and more with this guide.
How Donor Employer Information Can Boost Your Fundraising. Sharing company-specific matching gift information with donors is a great practice to follow. But in order to do so, you’ll need to know where they work! Learn more about collecting donor employment data and what to do with it here.
Matching Gift Databases: Our Comprehensive Guide. Marketing matching gifts across your website and more is made easier with a matching gift database. Explore this Double the Donation guide to uncovering everything you need to know about the leading matching gift software solution.

Marketing Matching Gifts in the Donation Process

January 6, 2025/in Marketing Strategies, Learning Center /by Adam Weinger

Matching gifts empower donors to make a larger impact on the causes they care about⁠. However, there’s a significant knowledge gap that often hinders organizations from reaching their fullest potential. In other words, donors don’t know about their employers’ initiatives, so they’re not requesting their matches. The solution? Marketing matching gifts in the donation process so supporters can access information about the programs directly as they give.

In this guide, we’ll cover five of the most impactful ways that nonprofits like yours are choosing to promote gift-matching throughout the donor experience. This includes:

Step #1: Marketing Matching Gifts Within Your Donation Page
Step #2: Marketing Matching Gifts on Your Confirmation Screen
Step #3: Marketing Matching Gifts With Acknowledgment Emails
Step #4: Marketing Matching Gifts With Follow-Up Emails
Step #5: Marketing Matching Gifts With Matching Gift Recognition

At most companies, submitting a matching gift takes only a few minutes⁠—and marketing matching gifts doesn’t have to be difficult, either.

Why Marketing Matching Gifts in the Donation Process Matters

In addition to driving matching gift revenue, marketing matching gifts can even encourage donors to give more. In fact, Double the Donation research reports that 84% of donors are more likely to donate if they know a matching gift is being offered⁠. Further, 1 in 3 would give a larger donation if they knew it was being matched.

When it comes to marketing matching gifts, it makes sense to begin with the point at which donors are most highly engaged in the organizations they’re giving to. And because this typically occurs while donors are actively making their donations, promoting matching gifts directly within the giving process is one of the most effective strategies you can incorporate.

Let’s begin!

Step #1: Marketing Matching Gifts Within Your Donation Page

To determine matching gift eligibility, you’ll need to know where your donors work. Luckily, one of the most effective ways to collect donor employment data is by including an optional field directly within an organization’s donation page.

Donors are already providing your team with a lot of valuable information⁠—such as their name, email, phone number, and perhaps even mailing address. Many individuals will be inclined to enter their employer’s name when prompted, as well. This is especially true when you provide a bit of context as to why you’re seeking the information in the first place⁠—which is to identify matching gift eligibility to get their donation doubled.

These are some best practices for marketing matching gifts within your donation page:

Embed Double the Donation’s autocomplete search tool directly into the online giving forms.
Highlight the benefits of participating in matching gift programs, essentially increasing impact on the cause.

By the time an individual ends up on your donation page, they’re likely ready to support your cause. Highlighting matching gifts simply allows them to access another powerful way to give⁠—without reaching back into their own wallet to do so.

In fact, promoting matching gifts on the donation form is even known to increase the overall form conversion rate!

Example Content:

“Please enter your employing company’s name to determine your eligibility for a corporate matching gift.”

“Does your employer offer a matching gift program? Enter your company name below⁠—if your company does match, you’ll receive more information via email.”

Step #2: Marketing Matching Gifts on Your Confirmation Screen

Your donors are clearly passionate about your organization⁠—and they’re at a significantly high level of engagement upon completing an online donation. Be sure to use the confirmation page to highlight just how easy it can be for donors to double their donations by taking a single additional step beyond their initial gifts.

These are some best practices for marketing matching gifts within your confirmation screen:

Utilize relevant visuals to grab supporters’ attention.
Inform donors that most companies’ matching gift submission processes can be completed in less than five minutes.
Embed Double the Donation’s matching gift plugin directly on your donation confirmation screen to provide donors with easy access to company guidelines and forms.

By featuring matching gifts directly on the donation confirmation page, you can aim to leverage donors’ giving momentum while your organization and its cause are still fresh on their minds. It’s effective and simple, and many supporters will be happy to take this next step⁠—perhaps even immediately!

Example Content:

“Thanks for giving to support your local Cat Rescue Club. Your donation of $200 was successful. See if your employer will double that amount with a matching gift!”

“Donation complete! Search our matching gift database to find out if your contribution is eligible for a corporate match.”

Step #3: Marketing Matching Gifts With Acknowledgment Emails

When your nonprofit receives a gift, you should always be sure to thank the giver⁠—which is often done through donation follow-up (confirmation, acknowledgment, etc.) emails. This email is also a great opportunity to promote matching gifts to your donors. Their donations likely remain fresh on donors’ minds, and a little nudge saying that they can double their donations⁠—without shelling out another cent⁠—can go a long way.

These are some best practices for marketing matching gifts within your acknowledgment emails:

Incorporate links to your dedicated matching gift fundraising page where donors can easily locate additional information.
Use graphics or text links to catch your reader’s eye and quickly engage with them on the topic.
Automate your follow-up emails to ensure every donor receives your message in a timely manner and without worrying about any gifts slipping through the cracks.
Provide links to recipients’ company guidelines and forms, or encourage donors to conduct a quick search of your easy-to-use online company search tool.

An individual who has already made a donation to your organization has demonstrated that they’re clearly passionate about your cause. Make sure to highlight matching gifts in the acknowledgment letters and emails that get sent out, emphasizing the increased impact that matching gifts can have on your mission.

Example Content:

“Thank you for your generous donation to Atlanta University. Please click the button below to determine whether your gift is eligible for a corporate match from your employer!”

“Did you know that many corporations offer employee giving programs where they match donations to the Cat Rescue Club? The tax-deductible component of your membership is normally eligible to be matched as well!”

Step #4: Marketing Matching Gifts With Follow-Up Emails

After sending your initial acknowledgment email, consider following up with a dedicated email specifically focused on matching gifts. This follow-up can stand out in a recipient’s inbox. Plus, it serves as a gentle reminder and helps them take the next step to maximize their impact.

Why is this important? Many donors are interested in matching gifts but may not know how to complete the process on their own. A well-crafted, stand-alone email can provide the clarity and encouragement needed to turn interest into action.

These are some best practices for marketing matching gifts with dedicated follow-up emails:

Focus the email exclusively on matching gifts. Keep the message short, clear, and to the point—centered on the opportunity to double or even triple their contribution.
Use personalized content when possible. Reference the donor’s recent gift and, if available, their employer’s matching gift program to ensure the process is tailored and relevant.
Provide a step-by-step guide or link to a tool where donors can search for their employer’s program and complete the request.
Incorporate visual elements. Use eye-catching buttons, graphics, or banners to draw attention to key points, such as “Submit Your Match” or “Double Your Impact.”

For the best results, we recommend triggering your matching gift follow-up emails within the first 24 hours of a donor making a gift. This allows you to capture their attention while they’re still highly engaged with your cause!

Example Content:

“Did you know that your employer, the Home Depot, offers a generous matching gift program? Click here to access your match and make a larger impact for our cause! [link to match page]

“Your donation of $100 likely qualifies for a matching gift from the Walt Disney Company. Submit a matching gift request to your employer by completing the following steps. Then, let us know when you’ve submitted your match by clicking the link below!”

Step #5: Marketing Matching Gifts With Matching Gift Recognition

At this point in the process, you’ve likely already thanked your donors for their initial contributions to your cause⁠. Probably even within the first 24 hours or so! But for your matching gift donors, the appreciation shouldn’t stop there.

Recognizing your matching gift all-stars after you receive their corporate match is a great way to continue promoting matching gifts to your supporters. At the same time, you can increase the likelihood that donors will participate in the matching gift process for the years and donations to come.

These are some best practices for marketing matching gifts with matching gift recognition:

Thank your matching gift donors privately to express your gratitude on behalf of the organization and its beneficiaries.
Consider recognizing completed matching gifts publicly as well⁠—such as within a newsletter or social media post⁠. This can be a great way to thank donors and inspire others to participate.
Acknowledge that matching gift donors went above and beyond to request a corporate match on behalf of your nonprofit.

At this point, it’s also a great idea to reiterate the doubled impact made possible by corporate matching gifts.

Often, your matching gift recognition efforts will be the last touchpoint you have with a supporter regarding a particular donation. You’ll want to leave donors with a positive impression to ensure they’ll continue the relationship they have with your cause!

Example Content:

“Thank you for your generous support of the Cat Rescue Club. We are happy to inform you that we just received a corporate match as a result of your recent donation, and we greatly appreciate the time and effort you took to request the match on behalf of our organization.”

“Did you know that thousands of companies match donations made by employees? Our donor, Jennifer, just secured a 2:1 match on her most recent gift, enabling her generous $500 contribution to bring $1,500 worth of impact on our mission. Find out if your gift may be eligible, too!”

Final Thoughts & Additional Matching Gift Marketing Resources

When marketed well, requesting a matching gift can be seen as the next logical step that a donor takes upon submitting their initial gift. When you incorporate matching gift marketing efforts into your overall donation process, you can help guide donors seamlessly from one task to the other.

Begin implementing the promotional strategies outlined in this post. Then, see where it brings you in terms of matching gift success. You won’t be sorry!

If you’re interested in learning more about matching gifts, read up on our other comprehensive corporate fundraising guides:

Corporate Matching Gift Programs: The Definitive Guide for Growing Your Revenue. Millions of individuals work for companies that match gifts, many of which are likely your donors. Find out more about matching gifts and why the programs continue to be underutilized. Plus, see what you can do to raise more through the funding source!
Improving the Donor Journey with Matching Gifts. Marketing matching gifts in your donation process isn’t the end of the journey for your donors. However, it does provide an additional touchpoint for ongoing engagement. Learn more about improving your donors’ journey with your organization in this guide.
The Ultimate Guide to Marketing Corporate Matching Gifts. Uncover additional opportunities for marketing matching gifts to your audience, including online initiatives, offline efforts, and more. Access the free, downloadable guide to learn more and get started refreshing your promotional strategy.

Matching Gift Web Pages 9 Top Examples to Be Inspired By

Matching Gift Web Pages: 8 Top Examples to Be Inspired By

December 2, 2024/in Learning Center, Company Spotlights, Marketing Strategies, Lists and Rankings /by Adam Weinger

When it comes to marketing matching gifts, your nonprofit’s website is one of your most invaluable assets. Creating an effective matching gift web page is one of the simplest yet most impactful ways for nonprofits and other groups to boost their fundraising efforts. By educating donors about corporate matching gift programs and providing easy access to necessary tools, your organization can unlock untapped revenue and double—or even triple—contributions. But what makes these matching gift web pages truly successful?

In this post, we’ve compiled the top 8 examples of matching gift web pages from leading nonprofits to inspire your own design. These include:

Lehigh University
University of Georgia
Red Cross
Save the Children
Susan G. Komen
Feeding America
Shriners Hospitals for Children
Humane Society of the United States

From user-friendly layouts to compelling calls to action, these examples showcase how organizations can engage their audiences, streamline the gift-matching process, and drive impressive results. But before we dive in, we want to review the basics.

What are Matching Gift Web Pages?

Matching gift web pages are dedicated sections on a nonprofit’s website designed to educate donors about corporate matching gift programs and encourage them to take advantage of the opportunities. These pages serve as a centralized resource to inform supporters that their donations could be doubled through their employers’ philanthropic initiatives, significantly amplifying the impact of their contributions.

Matching gift web pages are essential for nonprofits to raise awareness and capture additional revenue that might otherwise be overlooked. By simplifying the process and making resources readily accessible, these pages help donors understand the value of matching gifts⁠—and ultimately take action.

Whether you’re building a new page from scratch or simply optimizing an existing one, these ideas will help you build a matching gift page that resonates with your donors to drive action.

Let’s begin with the first example!

Matching Gift Web Page #1: Lehigh University

View the matching gifts page here: https://alumni.lehigh.edu/matching-gift

Founded in 1865, Lehigh University is a private research institution in Bethlehem, Pennsylvania, known for its strong engineering, business, and arts programs. Its mission is to advance learning, promote research, and serve society.

Lehigh actively promotes matching gifts by educating alumni, parents, and donors about corporate matching opportunities. The university’s giving portal features a searchable matching gift database, making it easy for donors to identify whether their employers participate in such programs and maximize their support for Lehigh’s academic initiatives and campus projects.

Standout feature: Matching gift search tool, supplying company-specific program insights and forms for thousands of matching gift providers

Matching Gift Web Page #2: University of Georgia

View the matching gifts page here: https://giving.uga.edu/matching-gifts/

The University of Georgia (or UGA), founded in 1785, is a public research university in Athens, Georgia. As one of the oldest public institutions in the United States, UGA’s mission focuses on fostering excellence in education, research, and public service to positively impact its students and communities.

To support its robust academic and extracurricular programs, UGA leverages corporate matching gift programs. The university encourages donors to double their contributions by providing an accessible matching gift tool on its giving pages and highlighting companies that participate in such programs to increase donor engagement.

Standout feature: Highlighting top employers that match employee donations to the university, including collapsible program guidelines for easy access

Matching Gift Web Page #3: Red Cross

View the matching gifts page here: https://www.redcross.org/donations/ways-to-donate/workplace-giving-matching-gift.html

The American Red Cross, founded in 1881, provides emergency assistance, disaster relief, and education across the globe. Its mission centers on alleviating human suffering during times of crisis through volunteerism and donor support.

The Red Cross strategically integrates matching gift opportunities into its fundraising efforts by maintaining a dedicated matching gift web page and promoting corporate philanthropy during major campaigns. This ensures donors can maximize their impact when supporting disaster response and preparedness programs.

Standout feature: Embedded donation form within the matching gift page, making it easy for donors to take the next steps and make their initial donations (if they haven’t already!) before requesting a match

Matching Gift Web Page #4: Save the Children

View the matching gifts page here: https://www.savethechildren.org/us/about-us/become-a-partner/workplace-giving-matching-gifts

Save the Children is a global nonprofit founded in 1919 that aims to improve the lives of children through education, health care, and protection during crises. Operating in over 100 countries, the organization is committed to ensuring every child has the chance to thrive.

Save the Children emphasizes matching gifts by actively educating donors about corporate matching opportunities. Their fundraising campaigns often highlight matching gift options, making it easy for supporters to search for their employers and multiply their contributions to the cause.

Standout feature: Complete visualization of the matching experience using educational graphics, walking through the process step-by-step

Matching Gift Web Page #5: Susan G. Komen

View the matching gifts page here: https://www.komen.org/how-to-help/donate/matching-gifts/

Susan G. Komen, established in 1982, is a leading organization dedicated to ending breast cancer through research, advocacy, and community support. Known for its iconic Race for the Cure events, the nonprofit focuses on raising awareness and funding for breast cancer programs.

Susan G. Komen also encourages donors to explore matching gift options through dedicated web tools and donor communications. Its emphasis on corporate matching helps secure additional funding for research and support services, amplifying the impact of individual donations.

Standout feature: Matching gift Q&A section, covering all the basics of corporate matching gifts that donors may need to know to participate in the programs

Matching Gift Web Page #6: Feeding America

View the matching gifts page here: https://www.feedingamerica.org/ways-to-give/matching-gifts

Feeding America is the nation’s largest domestic hunger-relief organization, working with food banks, pantries, and meal programs to address food insecurity. Founded in 1979, the organization’s mission is to ensure no one in the United States goes hungry.

In order to do so, Feeding America actively incorporates matching gifts into its fundraising strategy by partnering with companies and their employees to double donor contributions. Their website features a matching gift page and tools to make it easy for supporters to multiply their impact and help feed more people in need.

Standout feature: Simple step-by-step breakdown of the matching gift process, making it easy for donors to check their eligibility, submit a request, and multiply their impact

Matching Gift Web Page #7: Shriners Hospitals for Children

View the matching gifts page here: https://lovetotherescue.org/how-you-can-help/ways-to-give/matching-gifts

Shriners Hospitals for Children, established in 1922, provides specialized pediatric care, conducts innovative research, and offers educational programs regardless of a family’s ability to pay. Its mission is to improve the health and well-being of children with orthopedic conditions, burns, and other special healthcare needs.

The organization encourages matching gifts through its donation platform, helping donors maximize their contributions to provide critical care and expand the reach of its services.

Standout feature: Section overviewing the significant and widespread benefits of matching gifts for the organization, encouraging donors to get involved

Matching Gift Web Page #8: Humane Society of the United States

View the matching gifts page here: https://www.humanesociety.org/resources/match-your-gift-double-your-impact

The Humane Society of the United States, established in 1954, works to promote the humane treatment of animals through advocacy, education, and rescue efforts. Its mission includes addressing animal cruelty, advocating for stronger protections, and supporting shelter programs.

HSUS integrates matching gift strategies into its fundraising by promoting employer-matching programs on its donation pages and in donor communications. By leveraging corporate philanthropy, the organization maximizes funding to protect and save more animals than otherwise possible.

Standout feature: Mission-related imagery, leveraging photos of animals in multiples to represent matching gift opportunities

Wrapping Up & Additional Resources

A well-designed matching gift web page is a powerful tool for raising awareness about corporate philanthropy and increasing revenue for your nonprofit. By implementing best practices and tailoring your matching gift page to your audience’s needs, you can make it easier for donors to navigate the process and for your organization to capture every eligible match.

Remember: the key to success is a seamless experience that encourages donors to check their matching gift eligibility and follow through with their requests.

Take inspiration from these examples, and start building a matching gift web page that maximizes your nonprofit’s potential to secure corporate matches and amplify its mission. Good luck!

For more information on matching gifts and other corporate giving opportunities, we recommend checking out these additional resources:

The Ultimate Guide to Marketing Matching Gifts. Raise awareness of matching gifts using the best practices, tools, and resources outlined by this complete downloadable guide.
Matching Gift Strategies Workshop. Refine your team’s matching gift strategy to begin earning more from this corporate giving source.
Database of Matching Gift and Volunteer Grant Companies. Ensure your matching gift web page makes matching gifts easy. Embed a company database in the resource to do so!

Matching Gift Content Calendar: Marketing Through the Year

November 22, 2024/in Donor communications, Fundraising Ideas, About Double the Donation, Marketing Strategies, Learning Center /by Adam Weinger

Incorporating matching gifts into your nonprofit’s marketing strategy can unlock significant fundraising potential year-round. However, timing is everything when it comes to making a matching gift impact. By aligning your campaigns with key dates, seasons, and donor behaviors, you can ensure your message resonates at just the right moments. And lucky for you, a matching gift content calendar can help you stay organized, intentional, and proactive in promoting these valuable opportunities.

That’s why, in this blog post, we provide a year-round guide to crafting a strategic matching gift marketing calendar. This includes key promotional opportunities, such as:

Start-of-year follow-ups
Matching Gift Month
Match Madness
Spring matching gift reminders
Summer matching gift reminders
Fall matching gift reminders
End-of-year matching gift follow-ups
Giving Tuesday matching gift outreach
Bonus: Affinity day/week/month messaging

From New Year’s resolutions to year-end giving, we’ll explore how to integrate matching gifts into your outreach efforts, ensuring your nonprofit maximizes donor participation and doubles impact throughout the year.

Let’s get started⁠—at the beginning!

Start-of-year follow-ups

When: January

The beginning of the year is a golden opportunity to follow up with donors from the previous year, especially those who contributed during the busy holiday giving season. Many donors may not have submitted their matching gift requests yet, and corporate deadlines for these submissions often fall early in the year.

(Fun fact: Companies like Best Buy, A&E Television Networks, H&R Block, Home Depot, and Fifth Third Bank have established matching gift deadlines the following year after a gift is made, allowing for a few-month grace period.)

By encouraging donors to act promptly at the start of the new year, nonprofits can tap into unclaimed matching gift revenue while it’s still accessible.

Here’s an example social media post you can use to get started:

To make the most of this opportunity, nonprofits should send personalized emails to donors who gave in the last year. For the best results, these messages should include clear instructions for submitting matching gift requests and provide links to tools that simplify the process. Highlighting the additional impact their match could create—such as doubling the number of meals provided or trees planted—can also inspire action.

Matching Gift Month

When: February

February is recognized as Matching Gift Month, which offers a perfect platform to amplify awareness of corporate matching programs. This dedicated month gives organizations an opportunity to focus their messaging on educating donors and building momentum around matching gift opportunities.

Many donors remain unaware of their employers’ programs, making this an ideal time to bridge that knowledge gap.

Here’s an example email header you can use to get started:

To leverage Matching Gift Month effectively, nonprofits can host educational initiatives like webinars or Q&A sessions to demystify the matching gift process. Sharing success stories and testimonials from past matches can also inspire donors by showing the tangible results of their contributions. Meanwhile, creative campaigns using themed hashtags, such as #MatchingGiftMonth, can expand reach on social media and encourage sharing among supporters.

Match Madness

When: March

March is synonymous with the excitement of college basketball’s March Madness, and nonprofits can use this energy to create their own “Match Madness” campaigns. These themed initiatives add a sense of urgency and fun to matching gift outreach, appealing to donors’ competitive spirits and encouraging them to take action.

Here’s an example social post you can use to get started:

An effective Match Madness campaign involves setting a fundraising goal and tracking progress in real time, creating a dynamic and engaging experience for supporters.

Not to mention, borrowing sports-inspired messaging and graphics can make the campaign visually appealing and memorable.

Spring matching gift reminders

When: April-May

Spring is a season of renewal⁠—and an excellent time to remind donors about matching gift opportunities. Donors may still be eligible to submit matching gift requests for contributions made in the previous year, and you’ll likely have received a good amount of new-year gifts, too. This makes spring an ideal period to encourage matching gift follow-through.

Here’s an example social post you can use to get started:

To capitalize on this season, nonprofits should send bright, cheerful reminders to donors, encouraging them to “spring into action” and double their impact.

Plus, newsletters and event follow-ups can be great places to incorporate matching gift messaging. Collaborating with companies to host spring workplace giving or volunteer events can further engage donors and employers in the matching gift process, too!

Summer matching gift reminders

When: June-August

Summer may be a slower season for fundraising, but it offers an opportunity to maintain donor engagement when they may have more downtime.

Reminders sent during the summer months can keep matching gifts at the top of mind and ensure nonprofits remain part of their supporters’ giving priorities.

Here’s an example social post you can use to get started:

Summer campaigns can stand out by incorporating fun, vacation-themed messaging, such as “Make a splash this summer by doubling your gift!”

Multi-channel outreach, including social media posts, postcards, and emails, can effectively engage donors who may not be checking traditional communication channels as frequently during this period.

Fall matching gift reminders

When: September-October

As the year transitions into fall, donors begin preparing for year-end giving. This makes it an ideal time to educate them about matching gifts and how they can get involved.

Here’s an example social post you can use to get started:

Nonprofits can maximize this opportunity by hosting donor appreciation events that include discussions about matching gifts. These events, whether virtual or in-person, provide a platform to educate donors while thanking them for their support.

End-of-year matching gift follow-ups

When: November-December

The end-of-year giving season is a critical time for nonprofits, and matching gift follow-ups can significantly boost revenue during this period. Many donors give generously in December, making it essential to remind them to submit matching gift requests while the contributions are still fresh in their minds.

As the year comes to a close, time-sensitive reminders should emphasize submission deadlines and the potential for doubled impact of their gift.

(Fun fact: Companies like UnitedHealth Group, CVS Health, 3M, AAA, and Subway all have enacted end-of-year matching gift deadlines, adding a layer of urgency to year-end submission reminders.)

Here’s an example email header you can use to get started:

Nonprofits can also highlight the tax benefits of year-end giving and matching gifts, providing donors with an extra incentive to take action.

Giving Tuesday matching gift outreach

When: Giving Tuesday and Matching Wednesday

Giving Tuesday is a global day of generosity⁠—and one of the most important days for nonprofit fundraising. Pairing matching gifts with Giving Tuesday outreach is a powerful way to encourage donors to maximize their impact. Not to mention, the day following Giving Tuesday has been dubbed Matching Wednesday, a powerful opportunity to get the previous day’s gifts matched while momentum is high.

Here’s an example email header you can use to get started:

Nonprofits can promote matching gifts through Giving Tuesday (and Matching Wednesday) emails, social media posts, and campaign landing pages. Meanwhile, real-time impact updates and countdowns can establish a sense of urgency and excitement, driving donors to act.

Partnering with corporate sponsors to offer special (or one-off) matches on this day can further amplify results, inspiring supporters to give and share the campaign with their networks.

Bonus: Affinity day/week/month messaging

When: Your organization’s affinity day, week, or month

Affinity days, weeks, or months, such as Earth Day or Pride Month, provide nonprofits with a unique opportunity to align matching gift messaging with causes that resonate deeply with their donors. These special occasions create a natural connection between corporate giving and a specific mission, inspiring supporters to participate.

To make the most of these opportunities, nonprofits should tailor their messaging to the themes of the event. For example, during Earth Day, a nonprofit focused on environmental causes could highlight how matching gifts double the number of trees planted or acres of land restored.

Meanwhile, partnering with corporate sponsors that share the same values can also increase visibility and participation in matching gift programs.

Wrapping up & additional resources

A well-executed matching gift content calendar empowers your nonprofit to stay ahead of the curve. This allows organizations to make the most of every opportunity to promote corporate matching programs. Start planning your matching gift content strategy today, and watch as your nonprofit’s impact grows month by month.

Remember, each reminder, campaign, or social media post is a chance to connect donors with the power of doubling their contributions—and fueling your mission more.

Interested in learning more about matching gift strategies? Check out these recommended resources to continue growing your knowledge:

The Ultimate Guide to Marketing Matching Gifts. Take a deep dive into everything you need to know about marketing matching gifts. This comprehensive guide covers strategies for promoting matching gift opportunities through email, social media, direct mail, and more.
How to Get Matching Gifts Trending at Your Organization. Looking to boost matching gift awareness within your nonprofit? Learn to engage staff, educate donors, and leverage technology to create a culture of matching gifts that drive long-term results. Get the guide to learn how!
Top 20+ Matching Gift Companies: Leaders in Corporate Giving. Discover the companies setting the standard in corporate philanthropy. This resource highlights over 20 top employers with generous matching gift programs, including program details, eligibility requirements, and key insights.

Match Like Megan: Driving Matching Gifts with Social Proof

November 22, 2024/in Donor communications, Fundraising Ideas, Marketing Strategies, Learning Center /by Adam Weinger

In the world of fundraising, one of the most effective yet underutilized tools for maximizing donations is the power of social proof. People tend to follow the lead of others, especially when making decisions about giving. That’s why showcasing existing support through matching gifts with social proof can be a game-changer for nonprofits like yours.

In this post, we’ll explore how organizations can encourage donors to take advantage of matching gift programs, demonstrating how social proof can turn a single matching gift into a chain reaction of doubled giving.

Specifically, we’ll cover:

What is social proof?
How to increase matching gifts with social proof
Case study: Phillips Exeter Academy’s Match Like Megan

Ready to see how your team can benefit from matching gifts with social proof and more? Let’s get started with the basics.

What is social proof?

According to Sprout Social,

Social proof is the psychological concept that people are influenced in their decision-making by others, compelling them to act within societal norms or expectations. In the context of marketing, social proof provides evidence of the popularity or usability of a brand among consumers to influence the purchase decisions of prospective and returning customers.

In other words, social proof is the idea that people are more likely to make choices or take actions when they see others doing the same.

In terms of fundraising, it means supporters (prospective and existing ones alike) are increasingly inclined to get involved when their peers are doing so, too. This can take a lot of forms, from giving to participating in matching gifts and beyond. And it’s beneficial for fundraising organizations, as social proof can help build trust and momentum around their causes.

How to increase matching gifts with social proof

For many donors, matching gifts are a completely new concept. In fact, research shows that despite 26 million individuals working for companies with matching gift programs, an astounding 78% have no idea that they’re eligible.

The solution? Marketing matching gifts to your audience. And for the best results, incorporating social proof throughout your efforts can go a long way. Lucky for you, there are quite a few ways that your team can do so. These include:

Sourcing matching gift facts & figures

It’s hard to argue with facts. That’s why matching gift statistics⁠ (whether industry-wide or within your organization⁠) can be a valuable tool in establishing social proof. After all, accurate and relevant facts and figures about matching gifts⁠—and your supporters’ behavior regarding the programs⁠—can be crucial for communicating the benefits of these programs to donors and other existing stakeholders.

Example:

More than 580 donors have had their gifts matched to our organization in the last year. That’s a lot of support!

How to Get Started:

Check your Double the Donation Matching dashboard and reporting module to uncover valuable insights you can use to demonstrate matching gift impact.

Not a Double the Donation user yet? Click here to get a personalized demo and see how your organization will benefit from our tools⁠—including tracking and reporting on donor involvement!

Promoting matching gift donor testimonials

Often, there’s nothing more powerful than hearing a story in a donor’s own words⁠. For supporters considering matching gifts, hearing about the experience from a peer who has successfully completed the process can go a long way. After all, promoting matching gift donor testimonials is an effective strategy to enhance awareness, encourage participation, and build trust in your organization’s matching gift programs.

For an added personal flair, aim to include photos or videos of the donor whose testimonial you share!

Example:

Meet Sarah. Sarah is a generous donor to our organization, and she recently took the extra step to have her already significant gift doubled for our cause. Here’s what Sarah has to say: “I loved having the opportunity to double my impact on my favorite organization while getting my employer involved in the causes I care about. The whole process was quick and easy, too!”

How to Get Started:

In Double the Donation, first, navigate to the “Donations” tab. From there, filter the statuses to include those marked as “Match Complete” to identify your best prospects for matching gift testimonials. Then, reach out to your list of supporters to solicit feedback and collect testimonials from those interested in sharing their experiences.

Not a Double the Donation user? Sift through your existing data in your CRM to manually uncover potential testimonial providers. Just make sure you’re contacting individuals who have successfully completed a match in the past!

Encouraging social sharing of matching gift content

When your organization posts something on its social media pages, it’s likely able to reach your network of supporters. If you’d like to extend your reach to new audiences, however, social sharing can be the key. All it takes is getting your existing supporters to interact with and share (or re-post) the content you publish on your social channels.

Encouraging social sharing of matching gift content is an effective strategy to amplify awareness, drive participation, and leverage social proof in fundraising efforts. When supporters share information about matching gifts on social media or within their networks, it not only broadens your outreach but also reinforces the message that matching gifts are a valuable part of giving.

Example:

Over 65% of Fortune 500 companies match employee donations. Share this post with a colleague or peer to encourage them to check if their employer matches, too!

How to Get Started:

Create and share eye-catching graphics, visuals, or video content that quickly and easily explains the basics of matching gifts. You can even provide supporters (or advocates) with pre-written messages they can use when sharing, making it even easier for them to promote your cause⁠—and the matching opportunity⁠—to their own audiences.

P.S. Double the Donation provides free, customizable Canva templates that users can access from within their accounts. Just head to the “Resources” and select “Marketing Assets!”

Incorporating matching in peer-to-peer fundraising

Incorporating matching gifts into peer-to-peer fundraising is an impactful way to drive increased donations through social proof. When donors see others matching contributions within peer fundraising campaigns, it reinforces the idea that matching is a standard part of giving, encouraging additional supporters to look into matching opportunities through their own employers.

Example:

Thanks for giving to our peer-to-peer fundraising campaign! Did you know your gift can have twice the impact on our cause with a match? Contact your fundraiser to learn more about the benefits of matching gifts and how you can get involved.

How to Get Started:

Equip your peer-to-peer fundraisers with matching gift resources so that they’re well-prepared to promote the opportunity to their donors. This can include email and social media graphics (such as those provided by Double the Donation), templated messages, and more.

From there, it’s crucial to have a matching gift search tool embedded in your peer-to-peer giving forms, too, so all donors can interact with the widget.

Highlighting matching companies supporting your efforts

Many donors remain unaware that their employers offer matching gifts. By highlighting companies with matching gift programs (particularly those that are actively supporting your mission), you educate donors on the availability of these benefits⁠—and encourage them to explore their own employer’s matching options.

Meanwhile, recognizing companies that support matching gifts demonstrates how accessible and straightforward the process can be. Seeing well-known companies participate reinforces that matching gifts are widely available and beneficial to both employees and nonprofits.

Example:

This year, companies like Home Depot, Apple, State Farm, Verizon, Bank of America, and more are supporting our organization through matching gifts. And that’s thanks to generous donors like you who work for these employers!

How to Get Started:

Check out the “Top Companies” report within Double the Donation to access insights about the companies most highly represented in your donor base. Then, spotlight those leading employers on your dedicated Match Page along with other matching gift materials!

Implementing public recognition for matching gifts

Implementing public recognition for matching gifts is a strategic way to harness the power of social proof and encourage more donors to participate in the programs. Publicly recognizing donors who engage in matching gifts signals to others that matching gifts are valued, achievable, and impactful, often resulting in similar action.

This not only celebrates donors but also educates prospects about matching gifts, showcasing that they are a common, achievable, and powerful way to increase impact.

Example:

We want to give a big shoutout to a donor who has gone above and beyond for our mission: John Doe! John recently contributed a generous amount that was then doubled by his employer through a matching gift program.

How to Get Started:

Implement a strategy for tracking matching gifts to completion. We recommend having donors indicate when they’ve submitted a match, such as with a built-in button within Double the Donation’s email streams. This way, your team can be prepared to reconcile the records in your system when the match ultimately arrives.

Then, take to social media, email newsletters, donor walls, or other recognition channels to highlight your completed matches!

Case study: Phillips Exeter Academy’s Match Like Megan

About the Organization

Phillips Exeter Academy, commonly known as Exeter, is a prestigious, private co-educational boarding school in Exeter, New Hampshire. Known for its rigorous academic programs, Exeter has a distinguished history of preparing its students for success in higher education and beyond.

Uncovering the Matching Gift Need

Recently, the school’s development team was tasked with doubling its annual fundraising revenue in order to better support its academic and other programming. As part of determining how to do so, the team ultimately decided to revitalize its corporate matching gift efforts, as they realized they were not fulfilling their matching gift potential as-is.

When the director located the school’s matching gift software, the team began to play around with it, looking to identify new ways to bring matching gifts to the forefront of their fundraising strategy. And what they came up with was Match Like Megan.

About the Campaign

Match Like Megan was born from a single matching gift donor, Megan, who gave generously to her alma mater. From there, she also got her gift matched by her employer (Macy’s), doubling her impact and bringing her total annual giving to the next society level.

As a result, the Exeter team decided to launch an initiative around the idea that just about anyone can “Match Like Megan.” This came following a number of other alliteration-style campaigns, including Donate Like Dave and Lead Like Lawrence. The school then spotlighted Megan’s matching gift participation across its marketing and educational efforts, including social media posts, email campaigns, and more.

When supporters see how easy it is for someone like Megan to get her gift matched for her school, they’re more likely to take the steps themselves to do so. Hence, the concept of social proof.

Wrapping Up & Additional Resources

When it comes to amplifying support for your cause through matching gifts, social proof is a powerful catalyst. The “Match Like Megan” campaign shows that leveraging real-life examples of matching gift donors can drive others to join in, boosting overall participation and revenue.

By placing a spotlight on your own donors, your organization not only strengthens relationships with existing supporters but also cultivates a giving culture that feels accessible, inspiring, and community-driven. As more donors participate in matching gifts, their impact grows exponentially, creating a lasting influence on your mission.

Let social proof be the spark that fuels your matching gift success—and watch your community rally around your cause, one match at a time.

Ready to learn more about innovative matching gift tactics your team can adopt for big results? Check out the following resources:

A Look at Save the Children’s Winning Matching Gift Strategy. See how Save the Children refreshed its match page and implemented a text campaign to drive awareness of matching gifts. Learn more here!
How ACS Doubled More Donations with Matching Gifts. The American Cancer Society took a smart approach to marketing matching gifts⁠—starting with its internal fundraising team. Dive into the blog post to learn more.
Grow Fundraising Revenue: Access Double the Donation Case Studies. Access 30+ inspirational case studies to explore how leading organizations are driving matching gifts with social proof and more.