What to Know About Custom (or One-Off) Corporate Matching Gift Programs

What to Know About Custom (or “One-Off”) Matching Gift Programs

Tons of companies offer generous gift-matching programs where the business agrees to match donations made by employees to a wide range of charitable causes. Those are great⁠—and relatively well-known in the nonprofit space. However, there’s another type of corporate matching program that’s less widely understood, and that is custom (or “one-off”) matching gift programs.

One-off matching gift programs generally involve specific partnerships between one corporation and one nonprofit organization. And the results can be grand!

If you’re interested in making the most of corporate matching opportunities for your mission, you’ve come to the right place. In this guide, we’ll walk you through a series of questions and answers pertaining to one-off matching initiatives:

Ready to dive in? One-off matching gift programs have the potential to bring your organization’s corporate fundraising to the next level.

Let’s start with the basics.

What are custom (one-off) matching gift programs?

Custom matching gift programs are those that are unique to a single organization—in this case, yours! You may hear this type of partnership described in a few ways, including custom matching gift programs, one-off matching gift programs, or even unique matching gift programs. Regardless of the term used, the bottom line is the same: a company works with an organization to facilitate a matching gift program with narrower criteria than a standard match program would have. Specifically, donations to your nonprofit are the only ones being matched.

Custom matching gift programs vs. standard matching gift programs - comparison

You might wonder why a company would offer this particular type of donation-matching initiative. Picture this: let’s say you run an organization dedicated to breast cancer research and treatment services. Now, imagine a corporate CEO has a soft spot for missions like yours. They come to your nonprofit team with a proposal: They’d like to match employee donations to your organization throughout the span of Breast Cancer Awareness Month.

While the company may not typically have the bandwidth to match all team member donations, a one-off matching gift program can serve as an excellent jumping-off point to get involved with corporate philanthropy. Alternatively, the business might offer a traditional matching gift initiative with a 1:1 ratio year-round⁠—but choose to elevate giving during particular times (or to particular causes) by offering a temporary 2, 3, or even 4:1 match through a custom program.

Double the Donation’s custom match program functionality [with auto-submission]

If you’ve made an effort to elevate corporate fundraising at your organization, you’ve likely invested in a matching gift automation software like Double the Donation. This tool makes it quick and easy for you and your donors to locate information regarding thousands of matching gift companies.

If a company doesn’t offer a widely available matching gift program, however, they likely won’t show up in a search of the database tool.

But when you’ve organized a custom matching gift program with a corporate partner, you want your donors to seamlessly locate the information they need to get involved.

Luckily, Double the Donation has the solution: built-in functionality for managing unique matching gift programs in 360MatchPro. That means you can add matching gift programs specific to your cause into your matching gift search tool⁠—without it populating in other organizations’ databases as well.

One-off or custom matching gift program search results

While this functionality has previously been available exclusively for 360MatchPro Enterprise clients, we’re excited to announce that all 360MatchPro Standard accounts now have access to our unique program management tools!

Adding a Custom Program in 360MatchPro

Already have a corporate partner offering a custom matching gift program for your organization? To add your unique campaign to your nonprofit’s matching gift database, log into the backend of your 360MatchPro portal and fill out a brief form regarding the offered program (under the settings tab → Manage Programs).

Custom or one-off matching gift backend management

Upon providing your matching gift partners’ agreed-upon program guidelines and parameters, you can save the program in your database. To do so, you’ll be asked for the following details:

  • Company name
  • Contact information (e.g., the company’s workplace giving coordinator or HR department), email address, and phone number
  • Eligible employees (full-time, part-time, and/or retired team members)
  • Minimum and maximum donations matched
  • Matching gift ratio
  • Submission form URL or PDF upload and an overview of the request process
  • Program start and end dates

One-off matching gift criteria form

And from there, the custom matching gift initiative will begin populating within eligible donors’ queries!

Enabling Auto-Submission for Your Unique Program

In the same form, your team will also be asked whether you’d like to enable optional auto-submission functionality for the matching gift program. This essentially enables Double the Donation to pre-fill a request form on the donor’s behalf, thus streamlining their experience and increasing engagement rates!

Enabling auto-submission for a one-off corporate matching gift program

In order to see the best results from auto-submission forms, be sure to also fill out your comprehensive Organization Profile (under the settings tab → Organization Profile) within 360MatchPro.

This resource should include vital and up-to-date information about your nonprofit that will then be used to automate donors’ submission request processes. Details should include:

  • Organization’s name
  • Phone number
  • Tax ID number (or EIN)
  • Website URL
  • Full mailing address
  • Form W-9
  • 501(c)(3) IRS affirmation letter

In the end, it increases the likelihood that matches are completed without a hitch⁠—leading to more matching gift funds flowing into your cause in a timely manner.

(Hint: Your Organization Profile helps streamline auto-submission for other companies’ general matching gift programs as well!)

Locating a custom corporate matching gift partner

One-off or unique matching gift programs are, by definition, developed on an ad hoc basis. Luckily, that opens up a world of possibilities⁠—because just about any company could offer such a program.

We recommend taking a similar approach in your search as you might pursue a traditional corporate sponsorship. This might mean:

Identifying companies your donors work for that don’t have existing matching gift programs.

Reach out to them, share that you have a lot in common with them already (your donors and their employees), and would like to launch a one-off donation-matching initiative. Point out that it can be a great way to get into corporate giving⁠.

Encouraging donors to advocate for a one-off matching program on your behalf.

Your donors can be some of your greatest assets! If they work for companies without existing programs, see if your supporters would be willing to pitch the idea to their employer on your behalf.

Suggesting unique opportunities for amplifying existing matching gift programs.

Perhaps there’s a company that you receive a lot of matching gifts from already. Consider proposing the idea of an increased match ratio to set your prospective one-off program apart. This can be a great place to highlight well-known giving days, awareness and affinity months, and more as key motivators for increasing the standard match for your organization.

Throughout your search, keep an eye out for companies with similar missions and visions as your own. This will help ensure your values align with one another and can maintain a mutually beneficial partnership. And don’t forget to mention the vast benefits to participating companies as well!

Then, once you’ve identified a corporate partner, be sure to determine specific program guidelines to define the opportunity. Like a traditional matching gift program, these criteria are established by the corporate donor and typically include:

  • Minimum and maximum donation amounts;
  • Matching gift ratios;
  • Types of qualifying employees (i.e., full-time, part-time, retired);
  • Submission deadlines;
  • Forms and request processes.

In this regard, the only difference between a one-off and a standard match program is the nonprofits eligible for funding. Because that question is easy⁠—the applicable organization is yours!

Still, it’s a good idea to discuss associated criteria with your matching gift partner before rolling out your program. This will enable your team to better communicate eligibility standards and ensure match requests have the required information for approval.

Key benefits of one-off matching gift programs for nonprofits

Though narrower in scope, one-off matching gift programs offer many of the same benefits that traditional matching gift programs do. Plus, this unique offering can unleash a number of exclusive advantages just for your cause.

These include:

Building deeper connections with charitable-minded corporations.

Whereas a typical matching gift program may lead to a company contributing to hundreds or thousands of nonprofits, a one-off matching gift program is just between you and your corporate partner. Therefore, it provides enhanced opportunities for strengthening your relationship. You might even be able to turn it into a recurring program!

Widening your fundraising reach to encompass new supporters.

When promoted effectively, one-off matching gift programs have the potential to direct first-time donors to your organization. A company’s employees may otherwise never have been made aware of your cause. But when their employer highlights the giving opportunity, your nonprofit is at the forefront of their minds. You might even uncover some new, long-term supporters this way!

Elevating donor engagement with unique match opportunities.

Perhaps your one-off matching partner employs individuals who are already involved with your cause. You have the chance to further their engagement through the program, too! In fact, studies show that simply mentioning matching gifts in donation appeals results in more than a 71% increase in response rate and a 51% increase in average gift amount.

Best practices | Top tips for successful custom matching programs

Want to take your organization’s unique matching gift program to the next level? Consider these smart tips and tricks to better engage your donors and your corporate partners.

1. Encourage your corporate partner to promote the program to employees.

A matching gift program is only as good as the employees who know about it. Uninformed team members, after all, are not likely to benefit from available corporate matching. Thus, they’re not sending additional match revenue your way.

One of the best things a company can do to drive corporate giving participation⁠—and, as a result, get the most out of its program offerings⁠—is to make its employees aware of the opportunity in the first place. From the nonprofit’s end, it’s a good idea to encourage proactive employee outreach in order to aid your partner in doing so.

Sample one-off corporate matching gift program social media post

Your team can even help drive the efforts by sending co-branded graphics, social sharing templates, sample communications, and more.

2. Market the opportunity to your audience.

Just like you expect your matching gift partner to promote your one-off program to their employees, it’s a good idea to market the opportunity to your audience as well. This might include:

  • A social media post highlighting the program and recognizing your matching gift company for their generosity;
  • A blog post on your organization’s website sharing program information and how to get involved, if applicable;
  • Personalized outreach (phone calls, emails, letters, etc.) to existing and prospective donors who work for the company hosting your unique match program.

Plus, by sharing co-marketing materials with your organization’s network of support, you can help provide additional benefits to the matching gift company. When they recognize significant value from your partnership, the company will be more likely to offer workplace and corporate giving initiatives alongside your organization in the future.

3. Enable auto-submission functionality to streamline participation.

You want your donors to be able to take part in your matching program as easily as possible. One of the best ways to simplify participation is to implement Double the Donation’s auto-submission functionality⁠—essentially removing obstacles and driving more requests to completion.

Why does this matter? Unfortunately, custom matching gift programs can suffer from many of the same roadblocks that traditional programs face. For example, common hindrances include a lack of understanding surrounding the matching gift request process from the donor’s perspective.

With auto-submission enabled, however, eligible donors can complete their match submissions right from your donation forms with no redirects, separate logins, or paper forms required! All donors typically have to do is enter their corporate email address on your gift confirmation page. Then, voilà⁠—Double the Donation handles the rest of the submission process using our standard request form behind the scenes.

By incorporating auto-submission for your unique matching gift program, everybody benefits! For example:

  • Your organization receives increased matching gift revenue and elevated donor engagement.
  • Your donors save time with one-click matching gift requests, enabling them to make the most of their nonprofit contributions without dedicating more time and resources.
  • Your corporate match partner sees maximal program usage, more satisfied employees, and a positive brand image.

Step 1) An employee of your corporate matching company makes a donation on your organization’s website and enters the company name.

One-off matching gift search tool example

Step 2) The donor enters their email on the confirmation screen, authorizing Double the Donation to auto-submit their match request.

One-off matching gift auto-submission example

4. Pitch an annually recurring custom match program.

Most custom matching gift programs are going to be organized as a short-term campaign initiative (for example, a company supporting a breast cancer research nonprofit during the month of October or an LGBTQ+ advocacy organization in June). However, that doesn’t mean that the partnership has to be a one-and-done experience!

Instead, pitching your custom matching gift program as an annually recurring event is a great way to grow your relationship with a corporate donor and its employees for the long term. You can even position the first month as a “trial run,” allowing both your organization and the company to fine-tune the program and ensure it aligns well with your shared goals and values over time.

Alternatively, your custom match efforts might inspire the corporate partner to dive in fully with matching gifts⁠—rolling out an evergreen program in conjunction with a dedicated CSR platform to simplify ongoing management.

Bonus: An inspiring case study, “The Power of a One-Off Match”

If you’re wondering what kind of impact a custom matching gift program can have for your organization, check out this example of a successful partnership that resulted in a unique initiative engaging employee donors at new heights.

As you read, consider which elements of this strategy you can implement in your own team’s efforts.

The Leukemia & Lymphoma Society (also known as LLS) is a key player in the fight against blood cancers, dedicating its mission to medical research, education, advocacy, and more. As one of the world’s largest peer-to-peer fundraising organizations, the LLS team has always been at the forefront of innovation to further its cause⁠—including with a particularly well-established corporate matching gift strategy.

Meanwhile, Danaher Corporation, which comprises some of the world’s most groundbreaking science and technology companies, expresses a forward-looking mission of “making things better for our customers, our company, and the world.” Its focus on diagnostics, life sciences, and biotechnology⁠—in addition to a desire to support organizations working to advance healthcare innovation⁠—make its partnership with LLS a natural fit.

Example of a custom matching gift program offered by Danaher Corporation in support of LLS

By offering a custom matching gift program in partnership with LLS, Danaher Corporation was able to increase its total giving by more than 150%, surpassing its initial fundraising goal and elevating its impact greatly. The Danaher team, with an employee count of over 70,000, got on board to give back to their communities in a substantial way.

And as a result, the company continued to grow its matching gift initiatives after the fact! In addition to taking its match program global, Danaher also plans to venture into skills-based volunteerism, nonprofit board service support, and Volunteer Time Off (VTO), demonstrating a holistic and ongoing approach to corporate giving.

Wrapping Up

Sourcing a one-off matching gift program may be one of the best ways to make your organization stand out from the crowd. And it will enable you to grow mutually beneficial corporate relationships that can last long beyond the matching program itself.

Not to mention, with the right tips, tricks, and tools, getting started has never been easier.

Interested in learning more about matching gift programs and best practices for elevating corporate fundraising at your organization? Check out our recommended resources:

Get started with one-off matching gift programs and more with Double the Donation.

Matching gift reporting - actionable metrics and insights

Matching Gift Reporting | Actionable Metrics & Reports

The impact of matching gift programs on nonprofit organizations is undeniable. Recent matching gift reports indicate that 84% of donors are more likely to donate if a match is offered, while 1 in 3 would give a larger gift if matching is applied.

But if you want to take a look at the specific ways corporate matching benefits your institution⁠—and have the data you need to justify investing in workplace giving further⁠—a smart matching gift reporting strategy is essential.

At its core, matching gift reporting involves the systematic tracking and analysis of metrics related to your organization’s matching gift fundraising efforts.

This data can encompass various aspects, from the number of match-eligible donors identified to the total revenue collected through the programs and beyond.

And in this guide, we’ll walk you through everything you need to know to begin making the most of your matching gift metrics. This includes:

Ready to get reporting? Let’s dive in with the basics of why matching gift metrics matter in the first place.

The Critical Value of Matching Gift Reporting

According to research from Nonprofits Source, 73% of firms aspire to be data-driven⁠ in their fundraising efforts—but only 29% of firms actually succeed at turning data into action. When it comes to your nonprofit’s matching gifts initiatives, you want to ensure your team falls into the latter category.

After all, a data-driven fundraising strategy informed by your organization’s matching gift metrics can go a long way in empowering your team to better…

  • Matching gift reporting dashboardAnalyze donor behaviors and identify emerging trends
  • Predict future matching gift fundraising outcomes
  • Target initiatives according to segmented groups
  • Optimize communication channels for engagement
  • Measure the impact of your matching gift campaigns
  • Track matching gift success year over year
  • Establish realistic fundraising goals
  • And more!

So if your organization is accepting matching gifts without collecting and analyzing the data each transaction produces, you’re likely missing out on a ton of valuable insights.

Tracking Matching Gifts Through the Conversion Funnel

Of all the donations an organization receives, only a small portion (approximately 1.31% at an average nonprofit) are typically matched by the donors’ employers. But around ten times that amount generally qualifies for corporate matching opportunities.

In order to uncover where the discrepancy comes in, you’ll want to have a system in place for tracking matches as they progress through the matching gift process.

Matching gift reporting through the conversion funnel stages - overview

At any point in time, you should be able to determine how many gifts are at each stage in the conversion funnel⁠—and those totals are some of your simplest matching gift metrics, to begin with!

Total Individual Donations

Matching gift reporting through the conversion funnel stages - total donations

First off, knowing how many total donations your nonprofit receives on a monthly, quarterly, and yearly basis will help your organization going forward. When you have an indication of your regular donation flow, you’ll be better prepared to measure your matching gift success proportionally.

Total Donations Flagged as Match Eligible

Matching gift reporting through the conversion funnel stages - match eligible

Out of the donations that you’ve already received, you might know which companies your donors work for based on the employment information you collect during the giving process.

Use this data to determine which of your donors are eligible to have their donations matched⁠—either by conducting manual research or by scanning your information against a matching gift database like Double the Donation.

While it is unlikely that all of your matching-gift-eligible donors are doubling their donations, your nonprofit can benefit by knowing what percentage of your total donations have the potential to be matched by their employers. And you’ll know that these are the donors you’ll want to focus your matching gift efforts on!

Total Matching Gifts Submitted

Matching gift reporting through the conversion funnel stages - matches submitted

While you might want to jump into measuring the matching gifts your nonprofit receives, it’s worthwhile to first determine how many requests your donors are actually submitting.

Unfortunately, you might find that you aren’t getting all of the matched donations that your donors are requesting.

This gap may boil down to:

  • Matching gift deadlines not being met.
  • Donors having previously reached their annual maximums.
  • Your organization falling into an ineligible recipient category.
  • Any other corporate stipulations.

While your nonprofit can’t do much to shift the specific matching gift criteria that companies set up, it can help you adjust your marketing strategy going forward. For example, if you see that many of your donors’ match submission windows were closed by the time your team began pushing to encourage requests, you can make a note to start driving match submissions immediately after an initial gift is made going forward.

Total Matching Gifts Verified

Matching gift reporting through the conversion funnel stages - matches verified

Before disbursing the money from a matching gift donation, many companies that offer these programs require that an organization verifies that it received the employee’s initial gift in the first place. This typically involves logging into a CSR platform and confirming the transaction.

If you are only verifying a portion of the matching gift donations that your donors indicated having submitted, then you could be missing out big time. Keeping track of this metric can be useful for filling in those gaps and uncovering “hidden” matches.

However, it’s important to note that, with the continuous development of the matching gift process through auto-submission and other innovative functionality, many donations are able to skip ahead of this step with no further action needed.

Total Matching Gifts Received

Matching gift reporting through the conversion funnel stages - matches received
Finally⁠, this vital metric tracks the matching gifts you actually receive.

Once the corresponding corporate donation makes its way to your organization’s bank account, you can mark it off as “Match Completed!”

Top tip: Upon calculating the total number of donations that fall into each of the specified categories, you’ll want to hold onto this number. It will be used to calculate other metrics below!

8 Matching Gift Metrics Every Nonprofit Should Monitor

Beyond the status of individual matching gifts, your matching gift coordinator or development team should take a look at these recommended metrics as well.

Remember⁠: the metrics you establish as your highest priority will then become your KPIs⁠ (or Key Performance Indicators⁠) for defining matching gift success. We recommend trying to track the most actionable information—and then have a plan for how you’ll use the information you collect to increase your matching gift revenue!

Total Number (and Value) of Matching Gifts

The first matching gift metric represents the combined count (and, subsequently, monetary value) of all matching gifts received within a specific period.

If you’ve been tracking your matches through the conversion funnel demonstrated above, this number will be comprised of all the gifts that made it to the bottom tier. From there, calculate the monetary value by adding the sum values of each matched donation.

Ex: Match 1 Value ($50) + Match 2 Value ($40) + Match 3 Value ($200) + Match 4 Value ($500) + Match 5 Value ($1,000)…

# of Matching Gifts = 5
$ Value of Matching Gifts = $1,790

These figures provide an overview of the scale of your organization’s matching gift participation and the potential impact on your fundraising efforts.

Matching Gift Eligibility Rate

While it’s good to know how many matching gift donations your nonprofit receives, it’s equally important to put that number into perspective. To do so, your eligibility rate gauges the percentage of donors in your database who are marked as eligible for corporate matching gift programs through their employers.

Calculate this figure by dividing your match-eligible donor count by the total number of individual donors, then multiply by 100 to receive your percentage.

Ex: (Match 1 + Match 2 + Match 3) ÷ (Match 1 + Match 2 + Match 3 + Ineligible Gift 1 + Ineligible Gift 2 + Ineligible Gift 3 + Ineligible Gift 4 + Ineligible Gift 5) = 37.5%

Matching Gift Completion Rate

Next, this metric reveals the percentage of eligible donors who successfully complete the matching gift process⁠—ultimately resulting in your organization receiving a corporate match.

To calculate, simply divide the number of completed matches by the total number of eligible donors, then multiply by 100.

Ex: (Match 1 + Match 2 + Match 3) ÷ (Eligible Gift 1 + Eligible Gift 2 + Eligible Gift 3 + Eligible Gift 4 + Eligible Gift 5) = 60%

The donors included in the not completed side of things represent your untapped potential and can help inform your strategies to encourage more donors to leverage matching gifts.

Unfortunately, it can be tricky to track this figure accurately because matches are often fulfilled according to different disbursement schedules throughout the year. But that’s why top automation software allows you to more easily follow matches through the process and determine when donors initiated and verified their matches.

Average Matching Gift Amount

This figure can help quantify the mean value of the matching gift donations you receive. And to calculate, you’ll be going back to your Total Number of Matching Gifts and Total Value of Matching Gifts from Step #1⁠—and dividing the latter by the former.

Ex: $50 + $40 + $200 + $500 + $1,000 (Value of completed matches) ÷ 5 (Number of completed matches) = $358

Understanding the average dollar amount of a matching gift for your organization can help quantify the value of your matching gift fundraising efforts. Plus, it can provide insight into the level of donors typically engaging with your matching gift program.

For example, if you brought in 50 matching gifts, but each one was only worth around $10, that’s still an extra $500 for your organization. But you may need to start targeting your larger givers and encourage them to look into matching gift programs as well!

The higher your matching gift average amount comes out to be, the more major donors have likely participated in their employers’ match initiatives for your cause.

Revenue Increase Due to Matching Gifts

For this metric, your organization will determine the increase in total fundraising revenue that came about through matching gifts.

To calculate, begin by subtracting the value of your completed matching gift donations from your total fundraising revenue (including matching gifts).

Then, divide your total matching gift revenue by the total revenue without matching gifts to determine the percentage increase that your fundraising grew.

Ex: Total fundraising revenue ($15,000) – Matching gift revenue ($2,000) = Revenue without matching gifts ($13,000)

Matching gift revenue ($2,000) ÷ Revenue without matching gifts ($13,000) x 100 = 15.4%

This figure quantifies the additional funds raised due to matching gift programs, emphasizing the impact on your overall revenue⁠—and, thus, your mission.

Matching Gift Retention Rate

Your organization’s matching gift retention rate is defined as the percentage of donors who complete a matching gift on your behalf in one year and then repeat the action in the next year.

To calculate this figure, you’ll need to determine the number of matching gift donors who had their gifts matched in the most recent time period that also had their gifts matched in the period before. So you’ll need to have been focused on matching gift reporting for at least two years (or other pre-determined time periods) in order to establish this number.

To do so, divide the number of donors who made repeat matching gift contributions by the total number of matching gift donors from a previous period. Then, multiply by 100.

Ex: Repeat matching gifts from this year (Match 1 + Match 3 + Match 4) ÷ Matching gifts from last year (Match 1 + Match 2 + Match 3 + Match 4 + Match 5) = 60%

Like any retention-focused metric, your matching gift retention rate assesses the effectiveness of your strategies in retaining donors who participate in matching gift programs year after year. Remember: it’s always the hardest the first time around!

Growth in Matching Gifts Over Time

Another helpful figure that you can explore after you’ve been tracking other matching gift metrics for some time is your rate of growth.

You can calculate growth in matching gifts over time by subtracting the previous period’s total matching gift value from the current period’s value. Divide the result by the previous period’s value, then multiply by 100.

Ex: Current period’s matching gift total ($3,500) – Previous period’s matching gift total ($2,000) = YOY increase ($1,500)

YOY increase ($2,000) ÷ Previous period’s matching gift total ($2,000) x 100 = 75% YOY growth

Recording this particular metric over time helps your nonprofit see the increases in matching gifts as they relate to your overall fundraising. As you get more established in your marketing and promotional efforts, your audience will become more familiar with the opportunity, and you can expect to see your matching gift results continue to trend upwards.

Matching Gift Fundraising ROI

Matching gifts are an excellent source of fundraising revenue for nonprofits. But, as they say, it costs money to make money. And though matching gifts are essentially free “bonus” donations contributed by donors’ employers to match their own charitable efforts, it does involve some investment of your organization’s time and resources to pursue. Thus, your matching gift fundraising ROI assesses the return on investment for your matching gift efforts.

To calculate, simply subtract the cost of managing and promoting the opportunity to your donors from the total revenue generated through matching gifts. Divide the result by the initial cost, then multiply by 100.

Ex: [Revenue generated from matching gifts ($10,000) – Initial cost of matching gift fundraising ($1,000)] ÷ Total cost ($1,000) x 100 = 900%

This figure helps evaluate the efficiency of your program in generating additional funds and can also help make the case for investing further into the revenue source⁠—such as with a dedicated software.

Key Insights Gleaned From Matching Gift Analytics

Analytics takes your data a few steps further than basic metrics and can, in turn, provide your fundraising team with some particularly useful (and actionable!) findings. Specifically, matching gift analytics is the aspect of reporting that help uncover underlying trends, patterns, and recommendations.

To fully unleash your organization’s matching gift potential, analyzing the data produced through your efforts to glean key insights is essential.

We suggest exploring the following recommended benchmarks.

Optimal Match Communication Timing

The timing of your matching gift appeals is key. In fact, it’s often the difference between a donor taking the next steps to submit a matching gift and your email going unnoticed in their cluttered inbox.

By taking note of the times when your audience seems most receptive to matching gift communications, you can use the data collected through your reporting strategy to adjust your timing accordingly.

For example, studies based on Double the Donation data report that matching gift emails sent anytime within the first 24 hours of a donation being made results in a 53% open rate⁠—or 2.6 times higher than the average nonprofit email open rate. But if you notice that your audience tends to respond particularly well to match reminders sent immediately post-donation, feel free to trigger automated follow-ups within minutes.

Not to mention, tracking matching gift responses over months and years can help identify longer-term timing strategies as well.

For instance, if you notice that you receive more matching gifts after your year-end appeals have been made, take a look at the matching gift marketing strategies you used leading up to December 31st. If you aren’t already, implement those tactics for your fundraising all year round for greater matching gift success.

Matching Gift Conversions by Marketing Channel

Like timing, the communication channels you use to promote matching gifts to your donors can make a huge difference. And focusing your resources where conversions are highest can enhance your ability to effectively communicate the opportunity and drive action.

For example, if you notice that your email click rate is lower than average, you might want to take another look at the matching gift emails you’re sending. Is it coming from your nonprofit’s own domain and branded to match your existing communications style? That’s a must for establishing a sense of trust and familiarity with your supporters.

On the other hand, if you suspect that your matching gift emails are just getting lost in donors’ inboxes, you might want to explore other messaging channels⁠—like SMS.

High-Value Match Opportunities in Your Database

An automated approach to matching gifts can save your fundraising team loads of time and effort. But when it comes to some of your highest-value opportunities, you might want to make a more personalized effort to engage about matching gifts. So you should have an easy way to identify these types of gems from within your donor base!

First, determine what defines a “high-value” matching gift opportunity. Perhaps it’s a major donor who works for a company with a particularly high annual matching cap. Though it may be a mid-level donor whose employer offers an extremely generous triple⁠—or even quadruple⁠—match.

By identifying donors whose matching gifts can bring you significant amounts of revenue, you can prioritize engagement accordingly. You may decide to pick up the phone, send a handwritten letter, or even meet face-to-face with some of these high-value matching prospects.

Leading Business Affiliations within Your Network

Similar to the standout individuals in your support network, you may have a few companies that match their employees’ gifts to your organization. Thus, your leading business affiliations are the companies that employ particularly large segments of your donor base.

This insight can help inform broader partnership-building strategies with businesses that align with your mission, even beyond your typical matching gifts. And remember: your donors, who may work for some of the most philanthropically-minded companies, can be some of your greatest advocates!

Driving Results With Matching Gift Reporting Tools

Now that you know what information to track and the types of insights you can pull, what can you actually do to get started?

If you don’t want to perform all the calculations by hand (and trust us: you don’t), equipping your team with the best tools for effective matching gift reporting is a must. And that means Double the Donation’s 360MatchPro⁠—the industry-leading matching gift automation platform.

Matching Gift Reporting With 360MatchPro

360MatchPro streamlines the entire matching gift process by automatically identifying and triggering personalized outreach to eligible donors and tracking their matches from start to finish.

Along the way, it also utilizes your data to analyze trends, provide targeted recommendations, and produce user-friendly reports that present your findings in an easy-to-understand way.

Pre-built reports within the platform include:

  • Top companies leaderboard with recommended actions for pursuing broader corporate giving goals
  • Match-eligible donations leaderboard that displays the match-eligible donations with the highest matching gift potential
  • “Ripe for the picking” eligible but not submitted view that filters for donors marked as match-eligible with an online form available but have not yet submitted their match request
  • Repeat matching gift filter that pulls a list of donors who previously had their gifts matched but currently have an un-submitted match in the system
  • Campaign Comparisons report that easily compares highest-earning time-boxed fundraising campaigns in terms of matching gift eligibility
  • Missed Matches reports that highlight recent transactions that may be match-eligible, despite being marked otherwise or skipped over in email outreach
  • Key statistics, such as total emails delivered, open and click rate, match revenue identified per month, total match revenue identified, matching gift engagement level, total donor events, and more
  • Breakdown of current match statuses, including Waiting for Donor, Match Initiated, Pending Payment, Match Complete, Unknown Employer, and Ineligible

Sample matching gift reporting dashboards

Additionally, 360MatchPro users can customize different views in their “Donations” tab, choosing to configure lists of recent donations according to match eligibility, request status, and more.

Next Steps

Data produced within the matching gift process is one of your most valuable assets⁠—but you need to have a system in place for tracking, storing, and analyzing the information you collect.

Get with your team to determine which matching gift metrics best represent your organization and its fundraising goals. While each of the above-mentioned analytics can provide invaluable insights as they guide and inform your matching gift marketing initiatives, consider centering your reporting strategy on one or two points to get started.

From there, establish a plan to track appropriate data, conduct an analysis of the information you’ve gathered, and continue to adjust your overarching plan as needed.

Keep learning! Grow your knowledge of all things matching gifts with these additional recommended resources:

Matching gift metric reporting is easy with Double the Donation.

In this guide, we’ll cover best practices for writing fundraising letters and provide effective templates to set you up for success.

13 Fundraising Letters & Templates to Inspire More Support

Your nonprofit needs funds to power its mission, but how do you communicate this need to potential donors? Fundraising letters are a time-tested, impactful way to reach out to supporters and encourage them to play a role in your impact.

Whether you choose to send them via email or direct mail, if you’re looking for smart and effective appeal letters, you’ve come to the right place. We’ve compiled 13 common types of donation requests, plus carefully crafted templates that your team can use to jumpstart your outreach.

Here’s what we’ll cover:

With the right tips, tricks, and tools, your team can connect with more donors and cultivate lasting relationships to strengthen your work. Let’s cover the basics of writing fundraising letters, then explore the specific types of requests your nonprofit may decide to send.

Click through to learn more about how 360MatchPro can help your nonprofit earn more from its fundraising letters with matching gifts.

How to Write a Fundraising Letter

When crafting a fundraising letter for your nonprofit, the key to success lies in not only communicating your funding needs clearly, but inspiring recipients to take action and make a gift. To set your appeal up for success, follow these essential steps:

Follow these steps to write a compelling fundraising letter, explored in more detail below.

  1. Address the donor by their preferred name. Including the recipient’s name demonstrates that you value their support as an individual, rather than a nameless source of revenue.
  2. Incorporate storytelling. Make it easy for potential donors to understand the importance of your mission by sharing a story that elicits empathy and demonstrates how your nonprofit makes a real difference in the lives of those you serve. For instance, a wildlife rescue nonprofit might introduce an injured fox that it’s working to rehabilitate and release.
  3. Add compelling visuals. Adding an image or two can immediately grab the attention of your recipients, enhance your messaging, and allow them to better understand why they should contribute to your cause.
  4. Emphasize the impact of donations. Empower potential donors to act by situating them at the center of your nonprofit’s impact. Be specific as to how their gifts will further your mission. For example, a nonprofit that trains and provides assistance dogs to military veterans might communicate that a $25 gift will provide a month’s worth of food for one dog, and a $100 gift will cover all of its vaccination costs.
  5. Include a call to action. Once you’ve emphasized the importance of donations, use a call to action to encourage recipients to act immediately. Then, include a link to your donation page or, if you’re sending the letter via direct mail, add a QR code along with a pre-addressed return envelope.

To make your fundraising appeals stand out from the crowd, consider sending them as fundraising eCards. These online cards provide an efficient, memorable, and sustainable⁠ way to engage your supporters—not to mention they’re low-cost.

13 Types of Fundraising Letters (+ Templates)

Now that you have a clearer understanding of what it takes to draft a compelling fundraising letter, let’s take a closer look at some common types and templates that may come in handy:

1. Nonprofit Fundraising Letters
2. School Fundraising Letters 8. Recurring Gift Fundraising Letters
3. Church Fundraising Letters 9. Capital Campaign Fundraising Letters
4. Individual Fundraising Letters 10. Annual Fund Fundraising Letters
5. In-Kind Donation Request Letters 11. Corporate Sponsorship Letters
6. Matching Gift Fundraising Letters 12. Donor Thank-You Letters
7. Event Fundraising Letters 13. Fundraising Update Letters

1. Nonprofit Fundraising Letters

What are nonprofit fundraising letters?

Nonprofit fundraising letters are typically sent by charitable organizations to individual donors and/or prospects in order to solicit donations for a cause. They can be sent on their own or included in a welcome packet that contains pamphlets, booklets, and additional information.

Typically, an effective donation request letter will include:

  • A summary of your mission and vision
  • How you’ll use donated funds
  • A direct and specific call to action that creates urgency

Bonus: We suggest giving donors the option to reply to your letters by mailing a traditional check or directing them to give through your organization’s website.

To whom should you send them?

Send your nonprofit fundraising letters to anyone in your network of support, including:

  • Current and past supporters
  • Prospective donors
  • Volunteers
  • Event attendees
  • Board members

In other words, reach out to anyone who has previously expressed interest in your cause. Tailor your messaging to different groups based on their relationship with your organization. Keep in mind that while older generations of donors may prefer direct mail communications, younger millennials and Gen Z supporters may prefer a digital approach.

When should you use them?

You can send nonprofit fundraising letters at any time of the year! However, they are particularly effective toward the end of the calendar year when donors are calculating their pre-tax season finances. People also tend to be more charitable in December, which means that your appeal has a better chance of securing a donation.

Nonprofit fundraising letter template

Dear [Donor],

[Begin with an emotional appeal: A success story or a narrative that tugs on donors’ heartstrings and hooks your readers. Keep it short and sweet, though!]

Our community/nation/world is facing [problem(s) your organization aims to solve]. While we are actively [insert current solutions or related programming], we need your help to make our efforts go even further.

Your support is crucial to our efforts to improve the world around us by [tangible steps toward your overall mission]. We’d love it if you could make a donation of $[suggested amount] to help us achieve our mission and [solve the problem].

Thank you in advance for your contribution. Your donation will go toward [insert ongoing effort, recent accomplishment, or current project].

Here are the ways you can make a donation:

  • Donate online at [URL to donation page]
  • Call us at [phone number]
  • Send a check in the pre-stamped envelope
  • Text [keyword] to [text-to-give phone number]

Thank you again!


[Signature of Organization Leader]

[Name of Organization Leader]



P.S. [End with an update about an upcoming event, volunteer opportunity, or other information on how to get further involved].

2. School Fundraising Letters

What are school fundraising letters?

School fundraising letters are a popular way for educational institutions (K-12 and higher ed, public and private alike) to solicit support for various school-related purposes. They generally provide a summary of the school’s specific fundraising needs, such as:

  • Upcoming field trips
  • Extracurricular activities and clubs
  • Scholarships and financial aid offerings
  • Educator training and professional development
  • New equipment and technology purchases
  • Classroom supplies
  • Athletic programs and facilities

To maximize results, highlight your school’s recent accomplishments, specify how the funding will make an impact on your student body and community, and provide instructions on how the letter recipient can choose to give.

To whom should you send them?

Send school fundraising letters to your school’s supporters—and those you think may be interested in getting involved. Often, this will include:

  • Students’ parents
  • PTA members
  • Other volunteers
  • Alumni
  • Community members

You can even take a peer-to-peer approach, encouraging students to send their own fundraising letters to family members and friends who may be interested in giving.

When should you use them?

Send your fundraising appeals at any time during the school year!

However, popular campaign periods include the beginning of the school year, leading up to the holiday season, and prior to large-scale events and initiatives.

School fundraising letter template

Dear [Name],

We hope this letter finds you well. As we begin the new school year here at [School Name], we are excited to share with you some of the exciting initiatives we have planned for our students.

At [School Name], we are committed to providing the best possible education and learning opportunities for our students. We believe every student deserves access to the resources and support they need to succeed, regardless of their background or financial situation.

To help us achieve this goal, we are launching a fundraising campaign to support various school-related initiatives, such as [list specific initiatives].

We are reaching out to our dedicated parents, alumni, and supporters to ask for your help in achieving our fundraising goals. Your generosity can make a significant impact on the lives of our students, helping us to provide them with the best possible education and prepare them for a bright future.

Any contribution, no matter the size, will be greatly appreciated and put to good use. [Include instructions on how to donate, e.g., online donation platform, mailing a check, etc.]

We value your continued support. Thank you in advance for considering a donation to [School Name] and for committing to helping us create a brighter future for our students.

Best wishes,




3. Church Fundraising Letters

What are church fundraising letters?

Church fundraising letters can take many forms. They can be used to ask for general church-related contributions, as well as fundraising efforts such as:

  • Charity auction item requests
  • Fundraising event donations
  • Sponsorship requests
  • Mission trip funding
  • Church building funds
  • Missionary support

Churches commonly send out fundraising letters to notify congregants when church events or other fundraising initiatives are occurring. These types of fundraising letters can be used to share the details—date, time, location, etc.—of the event and encourage those who can’t attend to give in advance.

To whom should you send them?

Depending on your specific needs, you can send church fundraising letters to your congregation or to a broader community audience.

For instance, a fundraising appeal to collect donations in support of a new church building will likely be sent only to those involved with the church, while a campaign to raise funds for sending youth to a summer camp might solicit donations from students’ family members and friends, regardless of their affiliation with your ministry.

When should you use them?

You can send out church letters whenever you have a fundraising need! Churches rely on the generosity of their congregants to keep the doors open and the lights on.

Of course, you’ll want to limit your fundraising letters to a few per year and rely on in-person appeals during a church service for the majority of your fundraising efforts.

Church fundraising letter template

Dear [Name],

We hope this letter finds you well. Because you’re an important part of our church family, and we’ve so appreciated your support in the past regarding our [example campaign the individual supported] initiatives, we thought you’d want to know about our big plans for this new year.

As you surely know, our congregation is growing. Just like any family, the more members you have, the more room you need. We’re pleased to invite you to be an important part of this exciting process!

[Church Name] is raising money for a brand-new sanctuary and bell tower. How blessed are we to have so many members like yourself that we need to build an entirely new structure?

That said, we are currently accepting donations that will make this exciting new project possible, and we ask that you consider giving to support our efforts.

Your donation, no matter the size, will be greatly appreciated and put to good use. We invite you to be a part of this new chapter in our church’s history and help us create a space where we can come to worship, learn, and grow together.

If you would like to contribute, please visit our website at [URL] or mail or drop off a check to [church office address].

Feel free to reach out to our special projects coordinator, [Name], at [phone number] or by email at [email address] if you have any questions about our fundraising initiatives or the new sanctuary or bell tower.

As always, have a blessed week. We hope to see you Sunday!

In Him,

[Pastor’s Signature]

[Pastor’s Name]

Explore more church fundraising letters


4. Individual Fundraising Letters

What are individual fundraising letters?

Nonprofits aren’t the only ones with fundraising needs! Sometimes, individuals aim to raise money for a cause, project, or life event, whether on their own or as part of a peer-to-peer fundraising campaign.

Common individual fundraising letter needs include:

  • Personal medical expenses
  • Disaster relief
  • Political campaign funding
  • Grassroots advocacy needs
  • Travel or education expenses

Make it as easy as possible for supporters to contribute. You can set up a crowdfunding campaign to supplement your fundraising efforts and use the fundraising letter to direct people to your campaign page to give. This can be highly impactful, as in North America alone, crowdfunding generates around $17.2 billion each year.

To whom should you send them?

Depending on the specific fundraising need, an individual may send personal fundraising letters to their family members, friends, acquaintances, colleagues, and more.

Consider tailoring your recipient list based on the purpose behind your efforts. For example, an individual raising funds to go on a religious mission might prioritize individuals within their church community.

When should you use them?

You can send individual fundraising letters whenever you need to raise money for a cause that means a lot to you. If you’re collecting donations for an upcoming event or project, be sure to start planning, drafting, and sending your letters at least a few weeks in advance.

Individual fundraising letter template

Dear [Donor],

My name is [Name], and I am [describe your position/situation/background]. I am looking to raise [amount of money] to help me pay for [project/expense/cause/etc.].

[Include information about why the cause or project is important to you and how it could potentially impact the reader or those you serve].

I’m writing to ask you to support me and my [cause/project/etc.]. Just a small donation of [amount] can help me [accomplish task/reach a goal/etc.].

Your donation will go toward [describe exactly what the contribution will be used for].

[When possible, add a personal connection to tie the donor to the cause. For example, if you’re raising money to help build a school in a developing country and you’re writing to a teacher, emphasize the fact that everyone deserves a quality education].

Thank you in advance for your contribution. You have no idea how much it means to me to have your support.

Here are the ways you can make a donation:

  • Donate online at [URL of your crowdfunding page]
  • Send a check in the pre-stamped envelope I’ve included

Thank you again!




5. In-Kind Donation Request Letters

What are in-kind donation request letters?

In-kind donation requests are often sent by nonprofit groups that ask for gifts of tangible goods or services instead of traditional monetary donations.

Most often, these letters will request a specific gift from the recipient, such as:

Nonprofits often ask for these resources in their in-kind donation request letters, discussed in more detail below.

  • Office equipment or technology
  • No-cost meeting spaces or venue rentals
  • Food supplies
  • New or gently used clothing or shoes
  • Pro bono services like free marketing, accounting, or legal assistance from an associated firm

In-kind donations can allow charitable organizations to offset some of their largest operational costs with goods and services made available by supporters. A well-written donation request letter lets your audience know what kinds of things you’re looking for and how they can be of assistance!

To whom should you send them?

You can send in-kind donation letters to individual supporters as well as corporations, foundations, and even other nonprofit groups.

Remember: these letters should be specific. If you’re seeking free marketing assistance, be sure to reach out to a local marketing agency. If you’re looking for appealing items to auction off in your upcoming fundraising event, you might reach out to a wider range of individuals or businesses. This might include restaurants, travel agencies, salons, retail stores, and more.

When should you use them?

You can send these types of letters whenever you have a specific need! Some of the most common use cases include fundraising events (e.g., requesting auction item donations), community food or clothes drives, or a new campaign or initiative that would benefit from in-kind gifts.

In-kind donation request letter template

Dear [Individual Donor or Corporate Sponsorship Manager],

I hope this letter finds you in good health and spirits. I am writing to request your support for [Nonprofit], a nonprofit organization that is committed to [mission statement or general purpose of the organization].

As we strive to fulfill our mission, we rely heavily on the generosity of donors like you. We are reaching out to request an in-kind donation of [specific goods or services needed], which we believe would make a significant impact on our efforts by [description of benefits made available by such a donation].

Your contribution would be an invaluable asset to our organization and would help us to [achieve a specific goal or outcome]. In return, we would be happy to offer [recognition or publicity for the donor, such as inclusion in event materials or social media shoutouts]. We will also provide a receipt for the value of the donation for tax purposes.

We appreciate your consideration of our request, and we welcome the opportunity to discuss this further with you. If you have any questions or need further information, please do not hesitate to contact us at [phone number or email address].

Thank you for your generosity and support.






6. Matching Gift Fundraising Letters

What are matching gift fundraising letters?

Matching gift fundraising letters are a specific type of outreach that nonprofits send donors to inform or remind them about relevant matching gift opportunities.

Matching gifts are a popular (yet continually underutilized) type of corporate giving program. In fact, it’s estimated that $4 to $7 billion in matching gift funds goes unclaimed every year. The process typically follows these basic steps:

  • After an employee donates to an eligible nonprofit, they submit paperwork to their company to match
  • If the donation meets the company’s predetermined requirements, the business will make a contribution to the nonprofit as well.
  • Though companies often match gifts at a dollar-for-dollar ratio, many are willing to triple or even quadruple their employees’ gifts!

Unfortunately, many donors are unaware that their employer offers a matching gift program.

That’s where a matching gift fundraising letter comes in!

In this letter, you’ll inform the donor about their employer’s specific workplace giving initiatives and how to get involved. If you don’t have a record of a supporter’s employer, simply use your matching gift letter to direct them to your online matching gift web page and company search tool.

To whom should you send them?

All donors should receive matching gift letters after making their initial gifts to your organization.

However, since direct mail can be costly, we recommend sending email follow-ups to the majority of your supporters. Reserve your direct mail letters for your most lucrative matching opportunities or for particularly high-value donors who have a known preference for physical communications.

When should you use them?

The best time to promote matching gifts is immediately after a donor gives. Your nonprofit is still fresh in their minds, so they’ll be more likely to submit a matching gift request when encouraged to do so promptly.

After a donor makes a gift, send out an email that:

  1. Thanks them for their donation
  2. Encourages them to submit a matching gift request

Furthermore, you can consider leveraging matching gift auto-submission to streamline the process even further and make it easier for donors to submit their requests. Once they’re determined to be eligible for matching gifts, all they need to do is provide a few key pieces of information, and the software automatically completes the request for them.

Matching gift fundraising letter template

Dear [Donor],

Thank you for your generous support in the amount of $[gift size]. Your donation is helping us make a real impact in the lives of those we serve.

We wanted to let you know about an exciting opportunity to make your gift go even further. Did you know that many employers offer matching gift programs? This means that they will match their employees’ charitable donations, doubling or even tripling the impact of your gift.

We encourage you to visit our matching gift page here [URL] to see if your employer participates in a matching gift program. This resource provides an intuitive company search tool with easy-to-follow instructions on how to take advantage of this opportunity and make your donation do more.

By taking a few minutes to submit a matching gift request, you can make an even greater impact on our mission. Thank you again for your generous support, and we look forward to continuing to work together to make a difference in the lives of those we serve.




[Matching Gifts Coordinator]


Download our free matching gifts guide for more tips and templates


7. Event Fundraising Letters

What are event fundraising letters?

A fundraising event can be a highly impactful way for nonprofits to generate revenue. However, before the event takes place, it’s crucial to mobilize donors and the greater community to participate.

You can achieve this through event fundraising letters. These letters provide details about the event and encourage the recipient to attend in support of the nonprofit’s mission.

When drafting the letter, include a clear and persuasive case for support, as well as an explanation of how funds will be raised during the event (for example, through ticket sales, donations, or auction bids). A well-crafted fundraising event letter should make the reader feel enthusiastic about supporting the cause and eager to register for the event.

To whom should you send them?

For an in-person event, send fundraising letters to all of your organization’s supporters who reside in your local area. However, hybrid and virtual events open up the possibilities, allowing your team to engage attendees over any distance.

As you craft your recipient list, include donors, volunteers, board members, previous event attendees, and even businesses that have interacted with your organization in the past.

When should you use them?

Send your fundraising letters well in advance of your event date. While the perfect timeline can vary from one organization to the next, aim to notify your supporters at least six to eight weeks before the big day. This will allow them to make any necessary arrangements for attending and enable your nonprofit to maximize the overall turnout.

Event fundraising letter template

Dear [Supporter],

I hope this letter finds you well. I am writing to invite you to [Nonprofit]’s upcoming event, [Event Name], which will take place on [date] at [time] at [location].

[Event Name] is a [type of fundraising event, like run/walk/ride, charity auction, gala, etc.]. This annual fundraising event helps us to raise funds for our organization, [Nonprofit], which is dedicated to [summary of mission statement or purpose].

We believe that every member of our community deserves access to [insert services provided by your organization], and your support helps us to achieve this goal.

We have exciting activities planned for the evening, including [details about the event such as entertainment, keynote speakers, or other activities]. And the best part is that all proceeds go towards supporting our programs and services.

We would be honored if you could attend this special event and support our cause. Your ticket purchase or donation will help us make a difference in the lives of those we serve.

Learn more about the opportunity at our event page here [URL].

We appreciate your consideration and hope that you can join us for this meaningful evening.

Thank you for your support.






Click through to learn more about how 360MatchPro can help your nonprofit earn more from its fundraising letters with matching gifts.

8. Recurring Gift Fundraising Letters

What are recurring gift fundraising letters?

Recurring donations provide nonprofits with steady and predictable income that allows them to plan for and maintain effective operations over time. In fact, recurring donors contribute 42% more each year than one-time donors. Whether you’re looking to expand your recurring gifts program or get started for the first time, well-written recurring donation letters can be immensely useful.

Recurring donation letters are tailored to appeal to dedicated supporters who may be interested in supporting your cause on a regular, automated schedule. These letters should provide an overview of the benefits of recurring gifts (for your mission as well as for the donor) and provide instructions on how they can sign up if interested.

To whom should you send them?

Send recurring gift letters primarily to donors who have already recently supported your cause, especially those who have made several one-off donations. However, first-time donors can also be good candidates for these programs if they’ve shown a commitment and a willingness to support your cause in the past.

When should you use them?

You should send a recurring donation letter to an existing supporter after they contribute a one-time gift to your organization—ideally within a few weeks following the most recent donation.

Additionally, you might decide to host a “recurring gift campaign” and promote your monthly giving program to all supporters. This can take place at any time during the year but may be particularly effective during the end-of-year holiday giving season. You can even set and communicate a goal for the number of recurring donors you’d like to sign up by a target date to drive urgency and leverage a sense of social proof.

Recurring fundraising letter template

Dear [Donor],

I hope this letter finds you well. I wanted to reach out to you about joining [Nonprofit]’s recurring gift program. By setting up a recurring gift, you can provide ongoing support for our mission to [summary of mission statement or purpose] and provide services for [primary audience benefitting from your organization’s programming].

Recurring gifts are a convenient and effective way to support our organization. By making a regular monthly gift, you can help us to offer [list specific services provided by your organization] to those in need.

To sign up for the program, go to our website here [URL for recurring donation page] or text [recurring donation keyword] to [fundraising shortcode].

Thank you for your generosity.






9. Capital Campaign Fundraising Letters

What are capital campaign fundraising letters?

A capital campaign is a fundraising initiative that aims to meet a high-dollar goal over a relatively long time frame (often one to three years). Dedicated fundraising letters are an excellent choice for soliciting support for this campaign.

This letter should explain the purpose behind the dedicated fundraising effort, which is often used to reach a significant goal. Oftentimes, nonprofits launch capital campaigns to collect funding to build a new facility, purchase high-cost equipment, or establish an endowment fund, so you’ll want to specify the need and how it will impact your cause as a whole.

To whom should you send them?

Capital campaign letters are generally sent to your nonprofit’s existing donors. And don’t count them out if they’ve recently given to a different fundraising initiative, either. A capital campaign donation is generally considered an “above and beyond” contribution. Just be sure to acknowledge their other gifts and explain how the efforts are differentiated.

To produce optimal campaign results, segment your contact list according to donors’ previous engagement with your organization, giving history, and estimated capacity to give.

When should you use them?

Since a capital campaign is split into two key phases (the Private Phase and the Public Phase), it’s important to understand when you should employ your fundraising letters.

Generally, the Private Phase kickstarts your campaign by exclusively engaging major donors, board members, and other particularly high-value individuals. While you may opt to utilize capital campaign letters as a cultivation or stewardship strategy in this phase, you’ll likely make your largest asks in person (or, at the very least, over the phone). Nonprofits typically raise at least 75% of their goals in this phase.

Once you get to the Public Phase, however, your well-crafted fundraising letters can be an excellent tool for driving your campaign to the finish line with donation appeals sent to low- and mid-level supporters.

Capital campaign fundraising letter template

Dear [Donor],

On behalf of [Nonprofit], we are excited to announce a new and exciting capital campaign. And we’d like to invite you to join us in our efforts!

This large-scale fundraiser has a lofty goal of $[fundraising goal] to [summary of campaign purpose].

As you know, our organization is committed to [brief description of mission]. With your support, we’ve been able to make great strides in these areas, but we know that there is still much work to be done. That’s why we’re launching this campaign to raise the funds we need to [reiterate campaign purpose], which will have a transformative impact on our ability to fulfill our mission.

This is a critical time in our organization’s history, and we need your support to make our vision a reality. We believe that with your help, we can [describe the impact of the campaign, such as improving the lives of those we serve, expanding services, etc.].

This campaign will span over the next three years, and we are committed to transparency throughout the campaign. We’ll provide regular updates on our progress and milestones achieved.

We appreciate your consideration and hope that you can join us in this important endeavor.

Thank you for your support.






10. Annual Fund Fundraising Letters

What are annual fund fundraising letters?

An annual fund is a nonprofit’s ongoing fundraising campaign that seeks to collect unrestricted funds—money not set aside for a particular project or program—for the organization. These funds often cover facility costs, staff salaries, and other “non-mission related” expenses. Annual fund fundraising letters solicit donations that go toward the fund.

These letters should focus primarily on the good work your organization is doing, highlighting recent, ongoing, and future projects made possible by generous donor funding.

To whom should you send them?

Just about anyone who has shown interest in your organization and its mission can be a great candidate for your annual campaign fundraising letters! This includes:

  • Existing donors
  • Prospective donors in your pipeline
  • Volunteers
  • Event attendees
  • Newsletter subscribers
  • Social media followers

You can also send these letters to try and re-engage lapsed donors, so consider sending your annual fund letters to that segment as well.

When should you use them?

An annual fund is typically a never-ending initiative with no set “finish line,” so organizations often collect donations for their annual funds year-round!

Aim to have a few annual fund pushes throughout the year to devote a good deal of time and resources toward driving support for the campaign. Then, you may decide to send one-off annual fund letters as a way to engage new supporters as they get involved with your cause.

Annual fundraising letter template

Dear [Donor],

I am writing to you on behalf of [Nonprofit] to invite you to support our annual fund campaign. Your donation helps us to provide [summary of services provided by your organization] to those in need. Plus, it allows us to continue our mission to [brief overview of mission statement or purpose].

This year, we aim to raise $[fundraising goal] from generous donors like you. We collected a record $[funds raised in the previous annual fund campaign] for our annual fund, and I think we can surpass it this year.

We appreciate your ongoing support and hope that you can consider making a donation to our annual fund campaign today. If so, please mail a check using the enclosed pre-stamped and pre-addressed envelope or make an online donation by scanning the QR code below [QR code redirects to your online giving form URL].

Thanks again for your generosity.






11. Corporate Sponsorship Letters

What are corporate sponsorship letters?

Corporate sponsorship letters are used by nonprofits, schools, or other organizations looking to receive support from for-profit companies for a specific project or event.

Though they can vary depending on the company or nonprofit, sponsorship letter packages typically include the following components:

Corporate sponsorship letter packages typically include the sponsorship proposal letter and a document on sponsorship levels.

  • A sponsorship proposal cover letter, or the formal request for a sponsorship donation. It explains the nonprofit’s fundraising need and details how the funds will be used.
  • sponsorship level document, which determines how companies decide how much they’d like to give. This resource often lists a few sponsorship levels to choose from and the perks that come with each. The higher the donation, the more perks the company receives.

Plus, there’s typically a sponsorship acknowledgment letter sent afterward to thank the company for its contributions.

To whom should you send them?

Send your corporate sponsorship request letters to any businesses with which you’re interested in partnering. A few ways to locate top prospects include identifying companies already in your network, such as your donors’ employers and top matching gift-givers, local businesses in your own community, and companies known for being particularly charitable.

When should you use them?

Sponsorship letters should be sent out well in advance of your event or project. This gives companies enough time to consider and respond to your donation request.

Furthermore, your nonprofit should send sponsorship acknowledgment letters immediately after a donation has been made and after the event has ended.

Corporate sponsorship letter template

Dear [CEO/CSR Manager/Business Owner],

I am writing on behalf of [Nonprofit], an organization dedicated to [summary of your mission, vision, and how you serve your community].

We are hosting our [event name] on [date] at [location]. Last year’s event was such a huge success that we decided to host it again!

In the past, this event has raised $[amount] and has [list out specific accomplishments using statistics and figures].

This year we’re hoping to raise even more! Our goal is $[amount], and we were hoping you could help us reach that goal.

By becoming one of our corporate sponsors, you’ll be able to [list projects that corporate donations could help accomplish].

We’ve also listed out some of the incentives and perks that your company can enjoy should you decide to become one of our corporate sponsors in our attached Sponsorship Levels Document. Regardless of the amount you choose to give, your company name will be included in our event program, and you’ll be mentioned in the press release that we’ll publish on our website.

We’re accepting cash donations as well as gifts-in-kind of goods or services.

Please browse the Sponsorship Levels Document to find the giving level that’s right for your company. If you’re ready to make a donation, tear off the perforated section of the following document and send it back to us in the self-addressed envelope we’ve enclosed.

I’d like to thank you in advance for your generosity. Please don’t hesitate to contact me directly at [phone number] or [email] if you have any questions.

All the best,





Check out other sponsorship request letters here


12. Donor Thank-You Letters

What are donor thank-you letters?

Donor thank-you letters are pretty self-explanatory. These letters (or emails!) thank supporters for their contributions to a recent fundraising campaign. Sending personalized gift acknowledgments is an excellent way to deepen your relationship with supporters and keep your cause at the forefront of their minds.

Best practices for effective thank-you notes include:

  • Greeting the recipient by name
  • Acknowledging the donor’s specific means of support
  • Addressing the impact made possible through their gift

Plus, you can share additional involvement opportunities (without asking for another gift). Encourage supporters to follow your social media pages, subscribe to your newsletter, or request a matching gift from their employer!

To whom should you send them?

Send thank-you letters to all of your supporters. In addition to traditional donors, this includes volunteers, in-kind givers, corporate sponsors, peer-to-peer fundraisers, matching gift donors, and more.

When should you use them?

Thank-you letters should be sent out as soon as possible after receiving a contribution. Ideally, this should be done within 48 hours of the initial gift being made.

It’s not a bad idea to use multiple channels, either. Consider sending an automated acknowledgment email immediately and following up with a tangible note in the days or weeks afterward. You can never be too appreciative of your donors!

Donor thank-you letter template

Dear [Donor],

I can’t tell you how much all of us at [Nonprofit] appreciate your generous support of our cause. Thanks to your donation of $[amount], we’ll be able to [list out specific goals, objectives, etc., made possible through the gift].

We are so grateful for your belief in our organization’s work.

At [Nonprofit], we are committed to transparency and accountability. Therefore, we’ll be sure to keep you informed about how your donation is making a difference in the lives of those we serve. We couldn’t do it without you!

I also wanted to let you know that we’ll be hosting an exclusive donor appreciation event on [date]. We’d love to extend an invitation to you to participate in this opportunity, with more details to come! Our current donors have all enjoyed developing a stronger partnership with our organization, and I’m hoping you’ll do the same.

Thanks a million,





Explore more donor thank-you letters and templates


13. Fundraising Update Letters

What are fundraising update letters?

Fundraising update letters are post-fundraising campaign communications sent to supporters. These messages allow you to wrap up loose ends, celebrate success, and look to future plans and goals.

This letter should contain a summary of your recent campaign (e.g., event, crowdfunding effort, peer-to-peer fundraiser, capital campaign, etc.) and your overall level of success (whether you reached or exceeded your fundraising goal). Plus, you’ll want to provide additional context, reminding your audience how the funding will be used to further your mission. And don’t forget to thank each recipient for the role they played in driving your fundraising efforts forward.

To whom should you send them?

Anyone involved with your fundraising campaign should receive a campaign update letter! This includes donors of all giving levels, volunteers, corporate sponsors, peer-to-peer fundraisers, and more who made your fundraising success possible.

You might even decide to send fundraising update letters to existing supporters who opted not to partake in your fundraiser. This can allow them to stay up to date on organization happenings and celebrate the generosity of their fellow donors.

When should you use them?

Like donor thank-you notes, fundraising campaign update letters should be sent as soon as possible. Rather than following each donor’s contribution, however, wait until the entire campaign has wrapped up. Then, send your letters in the following days or weeks to celebrate their support.

Think of this type of fundraising letter as the big finale after your solicitation letters and other engagement efforts!

Fundraising update letter template

Dear [Donor],

I wanted to reach out and provide an update on our fundraising efforts at [Nonprofit].

Thanks to your generous support, we were able to surpass our fundraising goal of $[insert fundraising goal] by over $[amount raised beyond your goal]. All in all, we collected $[total raised through the campaign] that is going to make a huge difference in the lives of [primary audience benefitting from your organization’s services].

Now, we will continue to work toward [nonprofit vision] by [list several specific projects or programs receiving funding from the recent campaign].

And we’ve already gotten started! Check out this photo to see how things have been going over here:

[Insert picture showcasing your organization’s efforts; ideally, a new project or program. Ex: breaking ground on a new building]

We are so grateful for your ongoing support and appreciate your commitment to our mission to [summary of mission statement or purpose]. We could not do this important work without your help.

Thank you for your ongoing generosity.






Wrapping Up (& Sending Off!)

Crafting effective fundraising letters is vital to just about any giving campaign⁠. This is true for nonprofits as well as churches, schools, and even individuals.

To make your appeals impactful, it’s essential to understand your recipients and personalize your message accordingly. From there, you’ll want to convey your organization’s mission in a way that resonates with your audience and provide a clear call to action to support your cause.

For more valuable fundraising tips and tricks, check out these additional resources:

Get a free demo to learn more about 360MatchPro and how your nonprofit can get more out of its fundraising letters with matching gifts.

Nonprofit CRM and Donor Management Software: A Buyer's Guide

Nonprofit CRM and Donor Management Software: A Buyer’s Guide

A constituent relationship management (or CRM) solution allows an organization to track its relationships with key constituents. Nonprofit CRM software is a specific system designed for charitable organizations to manage and streamline their fundraising and engagement efforts. It serves as a central database that stores and organizes information about donors, supporters, volunteers, staff members, and other key stakeholders. And it should be an integral part of an organization’s fundraising tech stack!

A nonprofit CRM can also be referred to by many names⁠—including donor management software, donor database, fundraising CRM, and more. But regardless of what you call it, the basic premise is the same. CRM software records supporter data and tracks involvement with an organization. Nonprofits use the associated tools to organize data better, manage their supporter relationships more effectively, and practice more efficient and successful fundraising.

Nonprofit CRM and Donor Management Software

And whether you’re looking to purchase a CRM for the first time or you’re considering a system upgrade, you’ve come to the right place! We’ll walk you through key steps in the buying process, which include the following:

Build better relationships and organize your outreach effectively using top-notch donor management tools. By the end of this guide, you’ll have what you need to make an informed decision about your nonprofit’s CRM.

Assessing Your Nonprofit CRM Needs

When it comes to choosing a CRM for your organization, it’s essential to consider your needs before diving into the selection process. 

For smaller nonprofits, a CRM with all the bells and whistles may not be necessary at this stage. Not only can more complex software be increasingly costly, but it also requires a greater investment of time and effort to implement and maintain. Instead, focus on securing the basics⁠—such as comprehensive donor profiles and intuitive fundraising tools⁠—that allow you to better connect with your audience.

On the other hand, larger organizations may want to look for a solution that offers high levels of customizability. You likely have larger-scale technology needs as well as the development team to manage it.

In any case, scalability is another key factor. Your chosen CRM should have the capacity to grow with your organization as you continue to acquire supporters. Otherwise, you’ll be back shopping for a new solution sooner rather than later.

Thus, it’s important to strike a balance.

Additionally, it’s a good idea to identify the pain points in your current CRM or data management strategy⁠. This might include manual data entry, limited reporting capabilities, or difficulty in tracking donor interactions. Proactively assessing these challenges will help you seek out specific features and functionalities in the new software you choose.

Some CRMs even offer tools like membership, volunteer management, or event planning capabilities. However, as with most facets of CRM software, the features you’ll receive depend on the vendor you work with.

Take the time to evaluate your specific needs, prioritize key features, then scope out a vendor that provides the functionality you want. Remember: while CRM software can benefit any nonprofit, it’s best to find a solution that aligns with your organization’s unique goals and priorities.

Researching Donor Management Software Options

Once you know what you’re looking for, begin exploring potential vendors that might be a good fit for your team. CRM software is a significant investment, so it’s crucial to conduct thoughtful research before you sign the contract.

To hone your search, we recommend making a list of top possibilities. You can even make a pros and cons chart to help organize your thoughts!

Nonprofit CRM pros and cons chart sample

From there, it’s crucial to consider reviews and case studies. It never hurts to get a second opinion⁠—especially if the opinion is from an organization that has used the software. Many vendors also provide on-demand demos or recorded walk-throughs of the software, which can be helpful at this stage in the process.

Ultimately, you’ll want to shortlist vendors whose services and features might fit your needs. Then, compare and contrast your list of prospective CRMs based on the criteria listed below.

Factors to Consider in the CRM Selection Process

A lot goes into making the right software decision for your nonprofit team. We recommend weighing these essential factors and determining the best fit.

Finding the right nonprofit CRM


Gone are the days when nonprofits kept their software in separate “silos.” Now, CRMs are designed to provide a centralized location for data management. Consequently, integrations with your fundraising software⁠ should including…

  • Donation tools — Donation tool integrations allow a nonprofit CRM a direct connection to receive and track donations, streamlining the donation process, enhancing donor security and trust, and enabling organizations to monitor fundraising efforts with ease.
  • Peer-to-peer fundraising platforms — Similarly, donations made through peer-to-peer initiatives should flow seamlessly into your organization’s CRM as well. For the same reasons, this enables nonprofits to raise more through social fundraising while maintaining effective engagement reporting strategies.
  • Event software — Nonprofit events produce a ton of constituent data, and an event software integration enables efficient management and coordination of event-planning and hosting. This should include automatic tracking of registrations, ticketing, and attendance that can help inform future fundraising event efforts.
  • Marketing tools — Your CRM may contain some basic marketing and engagement functionality, but dedicated marketing software can significantly expand your horizons. When your donor database integrates with your marketing tools, it’ll be easy to trigger personalized and segmented messaging to each donor through a range of communication channels.
  • Volunteer management software — Integrating with a volunteer management software system (or VMS) allows nonprofits to efficiently track, organize, and communicate with volunteers. This tool typically invovles volunteer-specific functionality, like online scheduling tools and automated shift reminders, and an integration ensures that engagement information makes its way back to your primary database.
  • Matching gift technology — A matching gift CRM integration automates the identification and tailored follow-ups for matching gift opportunities within your database. This type of software partnership is vital for successful fundraising as it doubles the impact of individual donations, increases revenue without requiring additional donor contributions, and maximizes the organization’s fundraising potential overall. Managing matching gifts manually is a fairly time- and labor-intensive process, and organizations that lack a seamless automation option typically miss out on a ton of funding from the source. So you’ll definitely want to keep this type of integration in mind as you make your choice!

A powerful CRM should be able to seamlessly connect to the other tools you use and automatically pull data from these sources and more. But not all CRMs are easily integrable with all fundraising platforms, so be sure to check with your vendor during the buying process.

It’s also important to recognize that some integrations, while available, can take a significant amount of time and money to configure. All in all, the ease of integration depends on the software you’re trying to integrate. Keep an eye out for turnkey or native integrations that are ready-built and require little to no development work to set up. Alternatively, anything involving custom APIs is going to require a more technical and hands-on process to establish.


While CRMs vary widely in the scope of their offerings, the following key features should be offered by any data management system you consider.

In-Depth Donor Profiles: Track everything from demographics to historical involvement—providing a holistic view of your supporters. The more information you have, the more relevant and engaging your communications will be.

Data Reporting: Generate various in-depth reports, including a comprehensive birds-eye view and robust individual reporting. Not to mention, configure custom reports to receive organization-specific insights.

Email Automation: Consider your ability to send automated email campaigns to the donors in your database. Plus, customize outreach to reflect a tailored engagement approach and a consistent nonprofit brand.

List Segmentation: Craft highly relevant, tailored messages with list segmentation capabilities. Organize and trigger outreach to specific groups based on various criteria such as demographics, giving history, employer, engagement level, and more.

Matching gift capabilities

Matching gifts are essentially the “Buy One, Get One Free” sale of the nonprofit world. An estimated $2 to $3 billion is donated to charitable organizations through matching gift programs each year, although an additional $4 to $7 billion in available matches remain unclaimed. Not to mention, the offer of a matching gift program can also lead to increased individual giving! In fact, 84% of donors say they’re more likely to give charitably if a match is offered, while 1 in 3 donors would give more if matching is applied to their donation.

Thus, this powerful funding source has the potential to elevate any organization’s fundraising and engagement efforts, and the right CRM system can make it easy to do so. All it takes is integrating your CRM with a matching gift tool like 360MatchPro.

Matching gift capabilities should be your #1 consideration when choosing a CRM. If you don’t want to miss out on this already underutilized revenue stream, be sure the donor management software you buy integrates with a matching gift platform! (Explore our recommended nonprofit CRM partners here.)

Integrate 360MatchPro with your donor management system

When enabled, incoming donation records will flow into 360MatchPro from your CRM. From there, the industry leading matching gift software will screen donors and filter by matching gift eligibility. The system will then trigger tailored outreach that encourages donors to submit their matches and secure additional funds for your cause.

This sample flow showcases the way donor data moves through your nonprofit CRM and 360MatchPro to drive matching gifts.

This streamlines the processes involved with…

  • Promoting matching gift opportunities
  • Providing matching gift program guidelines and forms
  • Reminding donors to complete the process
  • Sharing customized and company-specific next step recommendations
  • Tracking matches every step of the way.

All in all, that means increased supporter engagement and increased funding with little to no extra work required of your staff! On the other hand, organizations that lack the tools and resources needed to power their matching gift fundraising efforts often leave significant amounts of funding on the table. But automation empowers organizations to increase their matching gift revenue by upwards of 61%!

With increased engagement, heightened funding, and efficient processes, integrating your donor management system with a matching gift tool opens up a world of possibilities for your nonprofit. The process of researching, buying, and onboarding a new CRM is enough work on its own⁠—you definitely want to make your efforts easier by working with a seamlessly integrable matching gift tool.

If you’re interested in connecting your CRM to the industry-leading matching gift software provider, request a demo to get in touch with a member of our team.


Unfortunately, it costs money to raise money, and fundraising software is no exception. Therefore, it’s important to set a clear budget⁠—and keep it in mind as you make your CRM selection.

Remember: the price listed on the vendor’s website usually doesn’t reflect the full investment. Donor management systems can have hidden costs, such as the number of profiles, payment processing fees, and training and support services.

User interface

A positive user interface (or UI) is critical because it directly impacts a CRM’s overall effectiveness. A well-designed UI enhances user satisfaction, improves productivity and efficiency, reduces the learning curve, and encourages widespread adoption within the organization.

Thus, you’ll want to look for a solution that offers a clean, well-organized layout with clear navigation and an intuitive design. Not to mention one that simplifies activities and automates repetitive processes to streamline workflows!

If you’re able to get a trial of the software before making a commitment, be sure to keep the user experience in mind as you explore the database.

Cloud-based vs. onsite

When it comes to the way you access your nonprofit CRM, there are two main types of systems⁠—cloud-based and onsite.

A cloud-based CRM software is accessed via the Internet through an online login portal. Staff members can typically use the software from any computer, tablet, or smartphone. Many cloud-based CRMs even have mobile apps! This is ideal for organizations that need to operate their software on the go (such as during events and donor meetings). And it also enables you to provide users with varying levels of permissions access.

Onsite CRM software, on the other hand, is installed directly on a computer at your nonprofit’s office. A more traditional solution, it can only be accessed from a single device at a set location. This type of software is generally used by larger organizations with ample resources to install and maintain the system. An onsite solution is also generally more secure than cloud-based software, and therefore must be used by certain nonprofits⁠—like healthcare organizations⁠—for data protection purposes.

Security and data privacy

A nonprofit CRM deals with a lot of sensitive donor information, and your supporters are trusting that you’re handling it as such. Thus, data privacy and security should play a pivotal role in the decision-making process.

After all, protecting donor information, maintaining compliance with data protection regulations, and safeguarding against potential security breaches are crucial responsibilities for any organization. Items to consider include data encryption and tokenization, multi-factor authentication, PCI-compliance, customizable permissions settings, and more.

Making the Final Software Decision

Once you’ve conducted thorough research and narrowed your options for a new CRM, it’s time to make your final choice. Follow these steps to ensure a smooth and successful decision-making process:

1. Contact vendors to take the next step. Reach out to the CRM vendors you’re still considering. Work with the company to evaluate your specific needs and determine if their software aligns with your requirements. From there, the vendor will be able to provide further information and guidance.

2. Request a demo to see the software in action. Witness the CRM’s features firsthand and address any questions or concerns you may have. A live demo allows you to visualize how the software functions and assess whether it meets your nonprofit’s needs effectively.

3. Take advantage of free trials. Many CRM vendors offer free trials of their software. Seize this opportunity to get hands-on experience with the software. Testing it within your organization will give you a real sense of its usability and help determine if it’s the right fit.

4. Confirm matching gift integration availability. Take this time to ensure the new donor management system you’re considering can seamlessly integrate with your matching gift tool. Or, if your team isn’t already equipped with a matching gift platform in your software toolkit, double-check the CRM’s matching gift functionality to confirm that you’ll be able to get your gifts matched with ease.

5. Seek input from key stakeholders. Since CRM software will likely impact various staff members’ roles, it is crucial to involve them in the decision-making process. Gather input from your whole team to understand their expectations and the benefits they hope to gain from the platform—including integrations. By aligning everyone’s needs and goals, the implementation and training processes will run more smoothly, too.

6. Sign the contract! Once you’ve found the perfect CRM that meets your nonprofit’s needs and aligns with your budget, you’re ready to finalize the decision. Review the contract thoroughly, ensuring that all terms and conditions are clear and satisfactory. Once you’re confident with your choice, sign the contract and get started with the software.

Nonprofit CRM Implementation and Training

Ensuring proper training and onboarding for your staff is a crucial step in successful CRM implementation. To maximize the potential of your new database, be sure to invest in comprehensive training for all users.

From the start, it’s important to establish and maintain standardized data procedures. For example, you may find that certain information, such as email addresses and online giving transactions, are automatically logged into your CRM system. However, other data, like phone calls and face-to-face meetings, might need to be entered manually.

Setting guidelines for data sources and minimizing task overlap can help ensure that the data entered into the CRM is accurate and consistent. By providing clear instructions on how to input data and manage records, you can avoid duplication, errors, and inconsistencies that may hinder the effectiveness of your donor database.

You’ll also need to set up integrations between your CRM and any other software systems you use. These connections can streamline data exchange and automate processes, but they typically require independent setup. And depending on the ease of integration, you may need to consult an outside expert to do so.

(Double the Donation has an excellent support team that can assist in getting 360MatchPro connected to your new CRM! Contact us here to learn more.) 

Ultimately, a smooth transition from your existing systems to the chosen CRM is essential to minimize disruptions and ensure data integrity. Though you can surely expect a learning curve as you adopt the new system, proper training and onboarding can go a long way⁠—setting your team up for significant returns on your software investment.

Maximizing Your New Nonprofit CRM | Smart Tips

Once you’re up and running with your donor management software, use these tips to elevate your engagement efforts. With a powerful CRM at your fingertips, you’ll be well-equipped to maximize your nonprofit’s impact and forge stronger connections with supporters.

Take your fundraising and outreach strategies to the next level by incorporating the following recommended practices.

1. Collect as much supporter information as possible.

The more you know about your donors, the better you can connect with them and the more you can grow your relationship beyond the surface level. Therefore, it helps to use your nonprofit CRM to collect and store a wealth of information about each individual engaged with your organization.

This might include⁠—but is certainly not limited to:

  • Name (full and preferred)
  • Contact information (address, phone number, email, social media)
  • Birthdate
  • Giving history (donation amounts, frequency, date of last donation)
  • Preferred communication channel (email, phone, mail)
  • Engagement level (donating, volunteering, fundraising, attending events)
  • Preferred giving methods (online, check, stock donation)
  • Employer information (company name, position, workplace giving eligibility)
  • Relationship status (single, married, family)
  • Demographic information (gender, age, ethnicity)
  • Preferred acknowledgment method (private gratitude, public recognition)
  • Communication preferences (frequency of contact, content preferences)
  • Source of donation (event, campaign, online, direct mail)

Once you have this information⁠—or as much of it as you can for each donor⁠—you can use your CRM to segment supporter outreach accordingly. Even something as simple as addressing the individual by name in your next marketing campaign can go a long way. In fact, studies reported that including the recipient’s name in an email subject line significantly drove up open and click rates while reducing unsubscribes!

2. Use your CRM to drive more matching gifts to completion.

Speaking of donor data, one of the most essential pieces of information in your database involves knowing where your supporters work. Not only can this detail help uncover prospective corporate partners with which you already have a contact in common, but it can also empower your team with company-specific workplace giving insights.

For example, when you collect employment information in your nonprofit CRM, you can then screen for donors who work for companies that match team members’ charitable gifts. This allows donors to stretch their dollars even farther for your cause, ultimately producing greater fundraising impact and strengthening relationships overall.

In order to streamline the processes involved with identifying, researching, and following up with each opportunity, connecting your donor management system with an integrable matching gift software is a must.

3. Maintain a clean and organized donor database.

Maintaining a clean, healthy, and organized nonprofit CRM is essential to make the most out of your new system. Here are some key strategies that can help a nonprofit achieve this goal:

  • Regularly conduct data hygiene practices, eliminating duplicate records and outdated information when possible.
  • Establish clear data entry and management procedures to ensure consistency and accuracy. Standardization is key!
  • Encourage staff members to review and update CRM records regularly.
  • Provide ongoing training and support to keep staff members updated with software features and best practices.

By following these steps, your nonprofit can ensure that the CRM remains a valuable tool, powering smart data management and driving operational efficiency for years to come.

4. Track and analyze fundraising KPIs using CRM reporting capabilities.

Tracking and analyzing fundraising KPIs⁠—or key performance indicators⁠—using CRM reporting capabilities is vital for nonprofits looking to continuously improve their efforts.

To begin, identify relevant KPIs aligned with your organization’s specific goals. This might include:

From there, analyze the reports for trends and areas of improvement, comparing KPIs over time or across campaigns. Use the findings to make data-driven decisions, adjust strategies, and track progress toward objectives.

(Hint: Many CRMs offer robust visual reporting tools which can be particularly useful for communicating fundraising impact with ease.)

5. Keep an eye out for continuously developing features and improvements.

Technology is constantly evolving, and your nonprofit CRM is likely no different. Thus, you’ll want to be on the lookout for any new features and functionalities your provider may begin to offer. This will allow you to leverage the latest tools to enhance your nonprofit’s operations and overall effectiveness.

Whether it’s improved automation capabilities, advanced analytics, enhanced integration options, or cutting-edge AI functionality, embracing new CRM features empowers your nonprofit to stay competitive, streamline processes, and remain at the forefront of the ever-changing nonprofit landscape.

Wrapping Up + Final Thoughts

Nonprofit CRM software is crucial for organizations aiming to optimize their fundraising efforts and build strong relationships with donors. By walking through each of the steps in the buying process above, your team should have everything you need to weigh the key features, benefits, and considerations of a donor management system.

Remember: the right CRM will empower your organization to streamline operations, personalize donor interactions, and drive long-term fundraising success. It’s an investment that goes a long way.

Keep learning and building out your nonprofit tech stack. Check out other types of fundraising tools an organization may need:

Explore top nonprofit CRM software with our integration partners

Matching Gifts and Relief & Development Nonprofits

Matching Gifts and Relief & Development Nonprofits

In today’s nonprofit world, the collaboration between individual giving and corporate philanthropy has become more essential than ever. Charitable organizations working tirelessly to provide relief and development services often rely on the generosity of both groups to fund their vital initiatives. And that’s how matching gifts and relief and development nonprofits go hand in hand.

In this guide, we’ll explore matching gifts and their role in bringing mission-focused organizations like yours to new heights. This includes:

Corporate matching gifts offer a win-win opportunity for nonprofit causes—including those in the relief and development sector. Growing your knowledge of these powerful initiatives can set you and your team up for long-term, ongoing success.

Let’s get started!

The Basics: Matching Gifts and Relief & Development Orgs

Before jumping into the specific tools and strategies that can aid your relief and development organization in maximizing matching gifts, it helps to build a solid understanding of the opportunity at hand.

By definition, matching gifts are a specific form of corporate philanthropy in which participating companies match donations their employees make to qualifying nonprofit causes.

Corporate matching gift opportunities offer widespread benefits to the participating parties. These include…

  • The recipient organization, which ultimately receives two gifts for the cost of soliciting one. Not to mention, the nonprofit can benefit from increased donor engagement and strengthened individual relationships.
  • The initial donor, who gets to see their charitable contribution stretch twice (or even three times!) as far for a nonprofit cause they care about.
  • The contributing company, as it’s positively impacted by elevated employee engagement, improved brand reputation for its social responsibility, significant tax benefits, and more.

From a nonprofit perspective, the opportunity is too big to overlook. Still, matching gifts are left on the table each year—to the tune of $4 to $7 billion in unclaimed match revenue.

In order to position your organization for matching gift success, it helps to familiarize yourself with some of the most popular matching gift programs and their eligibility criteria.

Companies That Match to Relief & Development Causes

Many companies provide employees with the opportunity to double their support for the nonprofits they care about. Here are a few businesses with standout program offerings in the relief and development sector!

Johnson and Johnson matches gifts to relief and development organizations.

Johnson & Johnson

As a leading provider of matching gift funds, Johnson & Johnson is committed to supporting relief and development through its generous employee matching gift program and other philanthropic initiatives.

Employees who donate to eligible organizations can have their contributions matched by the company, enabling individuals to amplify their giving. Ultimately, it incentivizes team members and corporate leaders to make a meaningful difference in the lives of those served by relief organizations and beyond.

And here’s an overview of the company’s matching gift guidelines:

  • Minimum donation — $25
  • Maximum donation — $20,000
  • Match ratio — 2:1
  • Qualifying employees — Full-time, part-time, retired
  • Qualifying nonprofits — Relief and development organizations and nearly all other 501(c)(3) causes

Explore Johnson & Johnson’s matching gift program here.

Edgewell matches gifts to relief and development organizations.

Edgewell Personal Care

Encompassing some of the most prominent grooming, skin, sun, and feminine care brands, Edgewell Personal Care recognizes the importance of supporting widespread nonprofit causes. Thus, Edgewell employees have the opportunity to double their donations to eligible relief and development organizations⁠—along with other nonprofit missions.

This empowers qualifying employees to contribute to positive change and aid in disaster recovery, community development, and more. And here’s an overview of the matching program:

  • Minimum donation — $25
  • Maximum donation — $5,000
  • Match ratio — 1:1
  • Qualifying employees — Full-time, part-time employees
  • Qualifying nonprofits — Relief and development organizations and many others

Explore Edgewell Personal Care’s matching gift program here.

3M matches gifts to relief and development organizations.

3M Company

At 3M, employees are encouraged to make a greater impact through personal donations by participating in the company’s matching gift program. When individuals donate to eligible nonprofits⁠—like relief and development organizations⁠—3M Company matches at a dollar-for-dollar rate, effectively doubling the support provided.

This program aids in multiplying the reach of relief and development efforts to help communities grow and thrive. Take a look at the program overview below:

  • Minimum donation — $25
  • Maximum donation — $1,000
  • Match ratio — 1:1
  • Qualifying employees — Full-time, part-time, retired
  • Qualifying nonprofits — Relief and development organizations, educational institutions, and most other nonprofits

Explore 3M Company’s matching gift program here.

Intel matches gifts to relief and development organizations.

Intel Corporation

Intel Corporation aims to make a global difference in relief and development initiatives, and one way it’s doing so is through a generous matching gift program. This effort encourages Intel employees to increase the impact of their donations to eligible organizations, supporting critical relief efforts, contributing to sustainable development projects, and improving the lives of communities around the world.

Here’s an overview of the matching gift program guidelines:

  • Minimum donation — $10
  • Maximum donation — $5,000
  • Match ratio — 1:1
  • Qualifying employees — Full-time, part-time, retired
  • Qualifying nonprofits — Relief and development organizations, educational institutions, and many other nonprofits

Explore Intel Corporation’s matching gift program here.

JPMorgan Chase matches gifts to relief and development organizations.

JPMorgan Chase

JPMorgan Chase recognizes the importance of supporting relief organizations in their mission to foster sustainable development. Through its employee matching gift program, the company encourages employees to multiply the impact of their own donations to qualifying causes, thus demonstrating an ongoing commitment to supporting global communities.

And here’s an overview of the matching gift program:

  • Minimum donation — $10
  • Maximum donation — $1,000
  • Match ratio — 1:1
  • Qualifying employees — Full-time, part-time
  • Qualifying nonprofits — Relief and development organizations, health and human services, arts and cultural groups, civic and community organizations, and environmental nonprofits

Explore JPMorgan Chase’s matching gift program here.

Making the Most of Matching Gifts for Your Relief Group: Top Tips

At Double the Donation, we’ve worked with many relief and development organizations to aid in elevating their corporate matching gift fundraising. Here, we’ve compiled a list of our favorite tried-and-true tips to help your team unlock the full potential of matching gifts.

1. Utilize matching gifts to reach critical relief goals quickly.

When it comes to generating revenue for organizations that provide immediate assistance during and after natural disasters (such as food, water, shelter, and medical), it’s important to remember that great needs can arise very quickly. Luckily, matching gifts can play a key role in fundraising for these needs more effectively and efficiently than ever before.

After all, the offer of a corporate match does more than provide a free “bonus” donation⁠—which is a significant win in and of itself. It can also produce substantially heightened fundraising response rates and result in larger average gift amounts even before the match comes through.

Impact of matching gifts on relief and development organizations

2. Focus on doubling relief and development impact.

By participating in matching gift programs, eligible donors can contribute in even greater amounts to critical relief efforts, support sustainable development initiatives at new levels, and make an increasingly positive change in the lives of individuals and communities worldwide. Thus, it’s a good idea to communicate the amplified impact that matching gifts make possible in order to encourage your audience to participate.

For the greatest results, position the opportunity in terms of elevated tangible impact. For example, you might say something like this: “Double your contribution to support TWICE as many children in need,” or “Your donation plus a corporate match will enable our team to provide two kits of medical supplies for the cost of one.”

When you communicate the greater potential of each gift with an associated match, donors are more likely to get involved!

3. Automate the process so no matches are left unclaimed.

Our #1 tip for any organization has to do with streamlining matching gift operations with dedicated automation technology. Doing so allows nonprofit fundraisers to benefit from…

  • Better donor experiences (with guided assistance through the process);
  • More matches driven completion, ultimately producing additional matching gift funds for your cause;
  • Additional time not spent manually following up on matches that can be reallocated to other mission-critical activities.

Thus, automating matching gifts will be a game-changer for your relief organization. For example, Double the Donation’s industry-leading solution will identify more match-eligible gifts, integrate matching gifts directly into the giving process, trigger personalized follow-ups with company-specific guidelines and next steps, and track and report on matching gifts from start to finish.

See how it works in the video below:

Sample Matching Gift Messaging for Relief and Development Nonprofits

One of the best things you can do to drive matching gifts is to integrate matching gift promotions into your existing fundraising and marketing strategies. Check out these customizable templates to get started in your efforts!

Matching Gift Email Template:

Subject: Double Your Impact in Support of Relief and Development!

Dear [DONOR],

Your generous support has always made a significant difference in our relief and development efforts. Now, we have an exciting opportunity to make an even greater impact together.

Did you know that [COMPANY] has a matching gift program for employees like you? By simply submitting a matching gift request, you can double the impact of your donation to our organization. It’s an incredible way to amplify your support and help us provide vital relief, foster sustainable development, and transform lives.

Take a moment to check if your employer participates in a matching gift program and join us in this meaningful endeavor. Together, we can bring hope, resilience, and lasting change to communities in need.

Thank you for your continued dedication to our cause!




Matching Gift Social Media Post Template:

Did you know that your donation to [NONPROFIT] can go twice as far? Many companies, like [COMPANY], [COMPANY], [COMPANY], and [COMPANY], offer matching gift programs to support nonprofits like ours. Take a moment to find out if your employer matches donations and maximize the impact of your support⁠—click the link to search the database tool on our website and learn more [URL].

Together, we can make a difference in the lives of those in need! #MatchingGifts #DoubleYourImpact #ReliefAndDevelopment

Matching Gift Text Message Template:

Hey [DONOR]! Did you know your employer might match your donation to [NONPROFIT]? Double the impact of your support and make an even greater difference in our relief and development efforts.

Click here to search for your employer, [URL], or get in touch with your HR department about their matching gift program today!

Matching Gift Web Page Template:

Multiply Your Impact for [NONPROFIT] with Matching Gifts

Double Your Donation, Double the Difference

Many companies have matching gift programs to support relief and development organizations like ours. By taking advantage of your employer’s matching gift program, you can double the impact of your donation and help us bring hope, support, and sustainable development to those in need. Check if your employer participates in a matching gift program and learn how to double your donation today.


Matching Gift Direct Mail Template:

Dear [DONOR],

Your support has been instrumental in our relief and development initiatives, and we want to share an exciting opportunity with you. Did you know that your employer may offer a matching gift program? By taking advantage of this program, your generous donation to [NONPROFIT] could be matched, effectively doubling the impact of your support.

We encourage you to reach out to your employer’s HR department to inquire about their matching gift program or visit the “Matching Gifts” tab on our website to learn more.

As always, your action makes a world of difference and helps us provide vital assistance to those in need.

Warm regards,



Final Thoughts

Matching gifts have the remarkable ability to transform nonprofit fundraising. By making the most of individual donor gifts and their associated corporate matches, relief and development organizations like yours can increase funding, expand programming, and maximize benefits for more individuals in need. And equipping your fundraising team with the right knowledge and tools can go a long way toward achieving optimal matching gift success.

Best of luck!

Keep learning⁠—check out these additional resources to dive deeper into matching gift strategies for organizations like yours:

Learn more about matching gifts for animal rescues with Double the Donation.

Matching Gifts for Homeless Shelters & Missions | A Guide

Matching Gifts for Homeless Shelters & Missions | A Guide

As homelessness remains a persistent issue across the globe, the organizations that provide shelter and assistance to those in need are essential to our society. And in order to generate much-needed financial support for homeless shelters and nonprofit missions, impactful fundraising initiatives often come into play. Our favorite strategy for doing so is built around corporate matching gifts for homeless shelters and missions.

In this guide, we’ll provide an overview of corporate matching gift programs and share how these opportunities empower organizations to stretch their impact even further. Ultimately, it allows nonprofits like yours to maximize available resources that benefit widespread homeless communities⁠. In turn, those communities, as well as those supporting them, are also positively impacted.

It’s a win-win-win⁠—and an opportunity that your team should know more about. Dive in to explore the following topics:

A successful matching gift strategy produces more funds through both individual and corporate giving. This sets up nonprofit missions and shelters to do more to support the needs and lives of those experiencing homelessness.

It’s not an opportunity that you want to overlook.

What to Know About Matching Gifts for Homeless Shelters & Missions

Matching gifts can be a game-changer for organizations aiming to make the most of their fundraising efforts. Understanding the ins and outs of the programs is essential for maximizing their impact.

Here, we’ll cover the basics:

Corporate matching gifts are offered by companies to support their employees’ charitable contributions. When an employee donates to a qualifying nonprofit, the company matches the donation, typically at a dollar-for-dollar rate. These programs are designed to encourage philanthropy among employees and provide individuals with an active role in the company’s giving.

Each company establishes its own guidelines and requirements for matching gifts. While the guidelines vary from one employer to another, it helps to become familiar with common criteria⁠. For example, most companies determine minimum and maximum donation thresholds, match ratios, qualifying employees and nonprofit causes, and more.

Organizations interested in increasing revenue through matching gifts should proactively educate their donors. Though more than 26 million individuals qualify for corporate matching programs, an estimated 78% of the group has no idea their company participates. Thus, utilizing your website, emails, social media, and more to inform individuals about the potential to double their impact through matching gift programs can go a long way in driving submissions.

Donors love having the opportunity to get their gifts matched. In fact, studies indicate that the offer of matching gifts can even result in more donors giving⁠ (71% increase in response rate)—and giving in larger amounts⁠ (51% increase in average donation)—in the first place.

The matching gift process can be streamlined with automation. Managing matching gift programs can involve administrative tasks such as screening for potential matches, following up with qualifying donors, and tracking matching gift requests. Matching gift technology can significantly reduce the administrative workload, empowering your team to focus on mission-critical tasks.

Companies That Match Donations to Homeless Shelters

Matching gift programs can greatly benefit nonprofit homeless shelters like yours, providing them with additional funding to support their work. While there are far too many companies with mission-inclusive matching initiatives, take a look at a few exemplary companies with a focus on supporting nonprofit homeless shelters below.

The Home Depot matches gifts for homeless shelters and missions.

The Home Depot

Home Depot aims to support its employees’ philanthropic endeavors and make an impact on the communities in which it operates. With its corporate matching gift program, the company is able to do so!

Through this initiative, Home Depot employees have the opportunity to double their donations to eligible nonprofit organizations, including homeless shelters and missions, with a company match. This empowers employees to effectively double the impact of their own contributions, making a greater difference in supporting those in need.

Here’s a summary of the program offered:

  • Minimum donation ⁠— None
  • Maximum donation ⁠— $3,000
  • Match ratio ⁠— 1:1
  • Qualifying employees ⁠— Full-time, part-time
  • Qualifying nonprofits ⁠— Health and human services, civic and community organizations, educational institutions, arts and cultural organizations, environmental nonprofits, and more

Dive deeper into Home Depot’s matching gift program.

Starbucks matches gifts for homeless shelters and missions.


Similarly, Starbucks makes a point to financially back the nonprofit causes its employees⁠—or partners⁠—support. This produces a positive impact in the communities the company serves, including a focus on organizations that address homelessness and those affected by it.

Through the Starbucks Giving Match Program, employees have the opportunity to stretch their own dollars further, thus maximizing their donation impact.

Here’s a summary of the program offered:

  • Minimum donation ⁠— $25
  • Maximum donation ⁠— $1,000
  • Match ratio ⁠— 1:1
  • Qualifying employees ⁠— Full-time, part-time
  • Qualifying nonprofits ⁠— Nearly all, including health and human services, civic and community organizations, educational institutions, arts and cultural organizations, and environmental nonprofits

Dive deeper into Starbucks’s matching gift program.

Kimberly-Clark matches gifts for homeless shelters and missions.

Kimberly-Clark Corporation

At Kimberly-Clark, employees’ charitable giving is valued and supported through a generous matching gift program. Qualifying employees are encouraged to donate to eligible nonprofit organizations⁠, with the company matching gifts for homeless shelters and other social good causes.

Kimberly-Clark also boasts a particularly high matching gift cap, encouraging high-level donors to get their gifts matched as well. (Not to mention, companies with lofty maximums tend to see heightened average participation rates of over 40%!)

Here’s a summary of the program offered:

  • Minimum donation ⁠— $50
  • Maximum donation ⁠— $10,000
  • Match ratio ⁠— 1:1
  • Qualifying employees ⁠— Full-time
  • Qualifying nonprofits ⁠— Health and human services, civic and community organizations, educational institutions, arts and cultural organizations, environmental nonprofits, and most others

Dive deeper into Kimberly-Clark Corporation’s matching gift program.

Colgate-Palmolive matches gifts for homeless shelters and missions.

Colgate-Palmolive Company

Colgate-Palmolive Company recognizes the importance of supporting charitable organizations, including those focused on homelessness and shelter services. Thus, through its matching gift program, employees are encouraged to support such causes. From there, the company matches employee gifts to stretch their value even further for the nonprofits they support.

Here’s a summary of the program offered:

  • Minimum donation ⁠— $25
  • Maximum donation ⁠— $8,000
  • Match ratio ⁠— 1:1
  • Qualifying employees ⁠— Full-time, part-time
  • Qualifying nonprofits ⁠— Health and human services, civic and community organizations, educational institutions, arts and cultural organizations, environmental nonprofits, and select others

Dive deeper into Colgate-Palmolive Company’s matching gift program.

Caterpillar Inc. matches gifts for homeless shelters and missions.

Caterpillar Inc.

Caterpillar Inc. values corporate social responsibility and provides a matching gift program as a key component of its dedication to supporting its employees’ charitable giving. Again, this company presents a generous donation maximum on an annual rolling basis⁠—and full-time, part-time, and retired employees are all encouraged to participate.

Here’s a summary of the program offered:

  • Minimum donation ⁠— $25
  • Maximum donation ⁠— $10,000
  • Match ratio ⁠— 1:1
  • Qualifying employees ⁠— Full-time, part-time, retired
  • Qualifying nonprofits ⁠— Health and human services, civic and community organizations, educational institutions, arts and cultural organizations, environmental nonprofits, and most others

Dive deeper into Caterpillar Inc.’s matching gift program.

Top Tips to Maximize Matching Gifts for Your Shelter or Mission

By effectively leveraging matching gift programs, shelters can enhance their ability to address homelessness and create positive change in their communities. Implementing the following practices in your strategy can help!

1. Use multiple screening methods to identify match-eligible donors.

The more you know about your donors⁠—and particularly the companies they work for⁠—the better you’ll be able to uncover matching gifts. If you already have donor employment data on hand, use the information to identify employers that match donations to shelters like yours.

And if you don’t know where a supporter works, we recommend employing multiple methods for collecting and screening this information. This might include a combination of…

  • Donation forms requesting employment data
  • Dedicated matching gift software
  • Email domain screening
  • Post-donation follow-up outreach
  • Employer appends services

By using multiple methods, organizations can ensure they capture all potential matching gift opportunities and increase their chances of securing additional funding. In fact, studies indicate that taking more than one approach to identifying match-eligible donors results in 77% more identified match-eligible donations.

Matching gift statistics for homeless shelters and missions

2. Don’t discount companies that typically exclude religious organizations.

If your shelter is associated with a religious institution, as many are, keep this in mind: you don’t necessarily need to discount companies with restrictions on matching gifts to religious causes. While some companies won’t match gifts to houses of worship, many still have policies open to supporting missions serving a secular purpose—like homeless shelters, soup kitchens, and more.

Thus, it’s crucial to thoroughly research (and perhaps reach out to) these companies to determine eligibility. And when you do so, be sure to provide a clear understanding of your shelter’s mission and the impact their matching gift could have on your community. Some decisions are made on a one-off basis, so it helps to put your best foot forward in positioning your cause as a worthy match recipient.

3. Consider volunteer grant programs (Dollars for Doers) as well.

In addition to traditional matching gift programs, where a company offers a financial match for an employee’s monetary support, many businesses also offer volunteer grants. Sometimes referred to as Dollars for Doers programs, these grants provide nonprofit organizations with grants based on an employee’s donation of their time. And if your shelter has a solid volunteer base, corporate volunteer grants can go a long way to amplify the value provided by existing support!

Consider volunteer grants in addition to matching gifts for homeless shelters.

Just be sure to inform your volunteer base⁠—as well as your nonprofit audience as a whole⁠—about the potential for corporate grants. Like matching gifts, many qualifying volunteers likely have no idea that their employer will match their time devoted to nonprofits like yours. Leveraging the opportunity can not only produce additional funding but also result in increased volunteer and community engagement.

4. Leverage constituent stories to communicate matching gift impact.

Constituent stories have a powerful impact when connecting with donors and illustrating the mission of a nonprofit homeless shelter. Thus, when communicating the value and importance of matching gifts, consider incorporating personal stories from individuals who have directly benefited from your services.

To get started, take a look at the total funds you’ve received from corporate matching in the past. If your organization has collected $5,000 in donation matches, translate that revenue sum into tangible outcomes and success stories. You might even say something like this: “Matching gifts have produced over $[TOTAL] in value for [ORGANIZATION]. Thanks to this funding made available by matching gift donors going above and beyond for our cause, we’ve been able to serve more people like [SAMPLE CONSTITUENT].”

The more your supporters can understand the impact of corporate matching gifts, the more likely they’ll be to take the steps required to solicit a match from their employer! And it always helps to put a face to your fundraising efforts when possible.

5. Invest in matching gift software to automate your efforts.

Matching gifts offer an excellent opportunity to maximize corporate giving revenue, but pursuing the funding source can be time-consuming on your own. That’s why we recommend organizations employ matching gift software⁠—like 360MatchPro⁠—to automate the process from start to finish.

A matching gift automation platform streamlines the experience for both nonprofits (such as your shelter or mission) and their donors, driving more matching gifts to completion than ever before. With groundbreaking features that include multiple forms of matching gift identification, automated post-donation follow-up messaging for donors, and match tracking through the disbursement process, your team is able to optimize its matching gift fundraising without the added effort.

6 Matching Gift Templates for Missions and Homeless Shelters

Bring your matching gift marketing efforts to the next level and get a headstart on your strategy. Take advantage of these free, customizable templates to begin incorporating corporate matching in your donor outreach.

1. Fundraising Appeal Template


As we navigate the challenges of providing shelter and support to those experiencing homelessness in our community, we wanted to reach out and share an exciting opportunity to maximize the impact of your generosity.

Did you know that many companies offer matching gift programs to their employees? This means that when you make a donation to our homeless shelter, your employer may be willing to match it, effectively doubling the impact of your gift. It’s like giving twice the help to those in need!

By taking advantage of your employer’s matching gift program, you can significantly increase your contribution and provide even more critical resources to individuals and families seeking refuge and stability. This allows us to extend our reach and support more individuals in their journey toward permanent housing and self-sufficiency.

Here’s how you can make an even greater difference:

Make a donation: Your contribution, no matter the size, directly supports our efforts to provide a safe haven, nutritious meals, and essential services to individuals experiencing homelessness.

Check if your employer matches gifts: Visit our matching gift page to inquire about your matching gift eligibility using our company search tool here: [URL].

Submit a matching gift request: If your employer offers a match, simply follow the instructions provided by your company to submit a matching gift request. It’s a simple process that can significantly amplify your impact!

Spread the word: Encourage your colleagues, friends, and family members to join you in supporting our mission.

Thank you again for your generosity and dedication to our cause. It makes a lasting difference in the lives of those we serve. By doubling the impact of your donation through matching gifts, we can work towards a future where homelessness is no longer a reality for anyone.

Best regards,


2. Email Matching Gift Marketing Template

Subject: Double your impact…your donation can make twice the difference for homeless individuals!

Dear [DONOR],

Thank you for your continued support in helping us provide shelter and care for homeless individuals in our community. Did you know that your donation can have an even greater impact? Many companies offer matching gift programs that can double or even triple the value of your contribution.

By taking a few minutes to check if your employer offers a matching gift program, you can amplify the impact of your support. Imagine this: your generous donation could help provide access to a warm bed for two people in need.

To find out if your company participates in a matching gift program, please visit our matching gifts page here: [URL] or reach out to your HR department to learn more.

Thank you again for your kindness and generosity. Together, we can make an even greater difference in the lives of those experiencing homelessness.




3. Text Message Matching Gift Marketing Template

[DONOR] ⁠— Did you know your donation to [NONPROFIT] can go even further for our cause? Many companies offer matching gift programs that can double your impact. Check to see if your employer matches gifts by searching here: [URL].

Together, we can make a greater difference for homeless individuals in our community.

4. Social Media Matching Gift Post Template

Your support matters⁠—now more than ever! Did you know that your donation to [NONPROFIT] may be matched by your employer? Take a moment to find out if your company offers a matching gift program and make an even greater impact on the lives of those experiencing homelessness in our communities. #MatchingGifts #DoubleImpact

5. Matching Gift Web Page Template:

Text: Get Your Donation Doubled! Check if your employer matches gifts and amplifies your impact on our shelters.

Make your donation go further with matching gifts.

Your contribution to [NONPROFIT] can have an even greater impact when you participate in a corporate matching gifts program! Many companies offer matching gifts that double or triple the value of your donation.

By making the most of these programs, you can provide essential support to our shelters as we serve the community with your help. Check if your employer offers a matching gift program today and multiply the difference you make. Together, we can help end homelessness once and for all.

6. Direct Mail Matching Gift Marketing Template

Dear [DONOR],

Your generosity has made a significant impact on the lives of homeless individuals in our community. We want to share an exciting opportunity with you that will allow your support to go even further.

Many companies offer matching gift programs, which means your donation could be matched dollar for dollar by your employer. Matching gifts for homeless shelters like ours means that for every dollar you give, two dollars can go towards providing shelter, meals, and vital support for those in need.

Please take a moment to reach out to your HR department or check if your employer participates on our matching gifts page. The simple act of submitting a match request could make an immense difference in the lives of homeless individuals in your community.

Thank you for your continued compassion and support.




Final Thoughts

By integrating matching gifts into your team’s overall fundraising, you have the chance to multiply the impact of each dollar you raise. Matching gifts for homeless shelters and other missions sets the organizations up to better provide vital resources and support to those who need it most.

Remember, the fight against homelessness is a collective effort. Your shelter should do what you can to partner with individual and corporate donors to make the largest impact possible. By leveraging matching gifts, spreading awareness about the opportunity, and encouraging supporters to participate, your organization can significantly enhance its operations thanks to access to new and growing funding streams.

Interested in learning more about matching gift fundraising strategies? Check out these additional recommended resources:

Learn more about matching gifts for animal rescues with Double the Donation.

Matching Gifts and Environmental Nonprofits | What to Know

Matching Gifts and Environmental Nonprofits | What to Know

In today’s world, where environmental challenges are at the forefront of global concerns, nonprofits dedicated to protecting and preserving our planet play a crucial role. These organizations rely heavily on the generosity of individuals and corporations to fund their initiatives and ultimately make a positive impact on the world around us. One effective way for supporters to maximize their contributions to such causes is through corporate donation matching⁠. And luckily, matching gifts and environmental nonprofits go hand in hand.

In this guide, we’ll explore all things matching gifts and how environmental nonprofits like yours can maximize their benefit. This includes:

Without further ado, let’s dive in and discover what you need to know about matching gifts and their significance for environmental causes.

The Basics of Matching Gifts and Environmental Organizations

Matching gifts offer a valuable opportunity for individuals to increase their charitable giving⁠ impact—and for nonprofits to maximize their fundraising. When an employee donates to an eligible organization, the company contributes an equal (or sometimes greater!) ratio of funds.

In order for a donation to be matched, the process typically follows a few critical steps:

  1. Employee donation: An employee supports a nonprofit through a financial contribution.
  2. Qualification: The employee determines if their employer offers a matching gifts program and whether their recent donation qualifies. (Gifts to environmental causes typically do!)
  3. Submission: The employee completes the necessary online forms or paperwork to request a match.
  4. Review and approval: The company reviews the employee’s matching gift request and confirms the nonprofit and donation eligibility.
  5. Disbursement: Once the employer approves the request, they allocate the matching funds to the organization.

Matching gift process for environmental nonprofits

The benefits of corporate matching gifts are significant and far-reaching for environmental nonprofits of all shapes and sizes. Check out these impressive statistics that highlight the opportunity at hand:

  • 65% of Fortune 500 companies match gifts, along with thousands of smaller and mid-sized businesses.
  • $2 – $3 billion is donated through matching gift programs each year, while an additional $4 – $7 billion goes unclaimed.
  • Over 26 million individuals work for companies with matching gift programs. (However, 78% of this group is unaware of their employers’ initiatives.)
  • 84% of donors are more likely to give, while 1 in 3 would give more if a match is applied.
  • An awareness of matching gifts produces a 71% increase in response rate and a 51% increase in average gift amount.

Matching gift marketing statistics

All in all, employee matching gifts positively impact your organization, its donors, corporate partners, and beyond. In other words, it establishes quite a mutually beneficial relationship!

Companies That Match Donations to Environmental Groups

Tons of companies match charitable gifts by their employees to environmental causes. Check out these five standout examples with sustainable values of their own that actively support employee giving by matching environmental donations.

Patagonia matches gifts to environmental nonprofits.


Patagonia is renowned for its dedication and commitment to environmental sustainability. The company’s employee matching gift program supports nonprofit organizations focused on environmental conservation and activism and encourages current full- and part-time team members to do the same.

Employees are encouraged to donate to eligible environmental (or most other) nonprofits of their choice, and Patagonia will match their contributions up to $10,000 per year, doubling the impact of their support.

Note: Patagonia employees are encouraged to get donations of $2,000 and above pre-approved by the company by contacting employee.match@patagonia.com in order to guarantee the full match.

Learn more about the Patagonia matching gift program here.

Citadel Environmental matches gifts to environmental nonprofits.

Citadel Environmental

As an employee-owned Environmental, Health, Safety, & Sustainability consulting firm, Citadel Environmental Services, Inc. (or Citadel EHS) values environmental stewardship and supports employees who share this passion. Through its targeted matching gift program, Citadel Environmental employees can contribute to environmental nonprofits, and the company will match their donations.

Not to mention, the company has also acquired RMD Environmental Solutions, thus significantly increasing the number of match-eligible team members. This growing initiative empowers employees to make a difference in the environmental sector (as well as select other nonprofit causes) and amplify the impact of their giving.

Learn more about the Citadel EHS matching gift program here.

ADM matches gifts to environmental nonprofits.

Archer-Daniels-Midland Company

The Archer-Daniels-Midland Company (also known as ADM) recognizes the importance of protecting the environment and thus supports employees in their philanthropic efforts to do so. The company’s matching gift program extends to nonprofit organizations that focus on addressing environmental conservation, sustainability, climate change, and other societal needs.

Employees can donate to these causes, and ADM will match their gifts between $100 and $5,000 per year, effectively doubling the support provided to environmental nonprofits and beyond.

Learn more about the ADM matching gift program here.

Ecolab matches gifts to environmental nonprofits.


A global leader in water, hygiene, and energy technologies, Ecolab understands the critical role environmental nonprofits play in creating a sustainable future. Through their matching gift program, employees and retirees can contribute to environmentally focused nonprofits, and the company will match their donations. (Note: Current employee gifts are matched at a dollar-for-dollar rate, while retiree donations are matched at fifty cents on the dollar.)

However, the company does stipulate that match-eligible donations must be made through its CSR platform on the Ecolab Giving Site. In addition, Ecolab employees qualify for generous Dollars for Doers and/or Board Leadership grants to further amplify their support.

Learn more about the Ecolab matching gift program here.

Pioneer Natural Resources matches gifts to environmental nonprofits.

Pioneer Natural Resources

As a powerful way to recognize the significance of environmental conservation and support its employees’ commitment to sustainability efforts, Pioneer Natural Resources matches team members’ donations to such nonprofits. Through this matching gift program, full-time and part-time employees can donate to environmental nonprofits (as well as educational institutions, health and human services, arts and cultural groups, community organizations, and more), and the company will match contributions accordingly.

This initiative encourages employees to support organizations dedicated to the environment, with qualifying individuals eligible to request between $50 and $5,000 each year.

Learn more about the Pioneer Natural Resources matching gift program here.

Growing Matching Gifts with a Sustainable Strategy | Key Tips

Encouraging donors to get involved with their employers’ matching gift programs can generate additional funding to support critical environmental initiatives. As you look to integrate matching gifts into your overall giving strategy, keep these recommended practices in mind.

1. Highlight environmental impact in matching gift communications.

When promoting employee giving opportunities to your donors, be sure to emphasize the environmental impact that corporate matching can have. Take the time to explain how an individual’s contributions, in addition to their match, will directly support initiatives like conservation, clean water and energy, and climate change mitigation⁠—or whatever your focus is.

By aligning matching gifts with your organization’s mission, you can better inspire donors to take advantage of the opportunity and make an even greater, tangible impact. Just imagine the results made possible when you’re able to plant two trees for the cost of every one!

This ultimately leads to more sustainable funding and enhanced donor engagement as your supporters feel increasingly connected to your mission.

2. Use donor employment information to your advantage.

The information you have about your donors is the key to developing a targeted matching gift strategy. And the most important data involves your supporters’ employment details

For example, if an organization knows which company a donor works for, the fundraising team (or its employer database tool) can research and gather information about the specific matching gift program. This enables the nonprofit to share tailored guidelines and forms required to request a match. And it ultimately simplifies the process and increases the likelihood of donor participation.

Employment information helps drive matching gifts for environmental nonprofits

Additionally, it’s worth noting that donors who back environmental nonprofits like your own tend to be increasingly likely to work for socially conscious companies. And these companies are more likely to offer matching gifts. As a result, your supporters may have a greater chance of eligibility in the programs in the first place than the average corporate employee!

This presents a significant advantage when promoting matching gifts, as you can target donors who are more likely to work for companies that match employee contributions.

3. Establish a seamless matching gift technology ecosystem.

Just like a healthy physical ecosystem is essential for maintaining a balanced environment, so too is an optimized technology ecosystem when it comes to successful fundraising. And one of the most crucial aspects of your organization’s technology system is a fundraising tool that integrates seamlessly with a matching gift platform.

Matching gift ecosystem for environmental nonprofits

This allows your team to enact a coordinated effort that incorporates matching gift opportunities directly into every step of the fundraising process⁠—from donation appeals and other promotions to the giving experience itself and associated follow-ups.

Doing so makes it easier for supporters to get involved with tailored guidance and information while your fundraising team doesn’t have to lift a finger. All in all, you can expect to receive more matching gift revenue and save time and resources that can be reallocated to your highest-value mission activities⁠—not to mention heightened donor engagement!

5 Free Templates to Encourage Matching Gift Participation

It’s time to begin promoting the matching gift opportunity to your network of support. Feel free to work off these provided messaging templates that overview matching gifts and their benefits, explain how donors can get involved, and encourage them to do so accordingly.

Template #1: Social Media Post

Did you know that your donation to [NONPROFIT] could have double the impact? Many companies offer matching gift programs for their employees⁠—and environmental causes like ours are often eligible recipients.

Want to multiply the value of your gift? Take a moment to check if your employer participates and unlock the potential for your donation to be matched! Together, we can make an even greater difference for the world around us. #MatchingGifts #DoubleYourImpact #SaveThePlanet #SupportEnvironmentalCauses

Template #2: Fundraising Appeal

Subject: Your gift has twice the power to protect the environment…

Dear [DONOR],

We hope this letter finds you in good health and high spirits. We are reaching out today because we know you care deeply about the environment and our organization’s cause. With your continued generosity, we have accomplished remarkable things together, but there’s still so much more we can achieve.

We wanted to share an incredible opportunity to make an even greater impact with your donation. Many companies offer matching gift programs to their employees, which means your gift to [NONPROFIT] can go twice as far in protecting our planet.

Imagine the difference we can make if your donation is matched dollar-for-dollar⁠. Your $50 contribution becomes $100, $100 becomes $200, and so on. It’s an extraordinary chance to amplify your support without any additional cost!

To see if your employer participates in a matching gift program, visit our matching gift page to search our company database here: [URL]. Once you confirm eligibility, just submit your initial donation and follow your company’s instructions to initiate the matching gift process.

We are immensely grateful for your unwavering support and belief in our mission. Your commitment to environmental conservation has made a tangible difference. We invite you to join us once again in this extraordinary opportunity to double the power of your gift.

With heartfelt gratitude,



Template #3: Follow-Up Email

Subject: Double Your Impact: Your Gift Can Go Twice as Far!

Dear [DONOR],

Thank you for your dedication to building a sustainable future through your ongoing support of [NONPROFIT]. We’d like to share an exciting opportunity for you to double the impact of your recent donation: corporate matching gifts.

Many companies offer matching gift programs, which means they match donations made by employees to eligible nonprofit organizations. Take a few minutes to explore your company’s matching gift program. In doing so, you can unlock the potential to double the value of your contribution to our environmental initiatives.

Find out if your employer participates in matching gifts! Just click on the ‘Matching Gifts’ tab on our website for more information. Your generosity, combined with your employer’s support, can make a significant difference in our efforts to protect the planet.

Thank you for considering this opportunity to maximize your impact. Together, we can create a sustainable future for generations to come.

Best regards,



Template #4: Website Copy

Calling all eco-conscious donors! Did you know that your employer might double your donation to [NONPROFIT]? Tens of thousands of companies offer these generous giving initiatives. And more than 26 million individuals qualify to have their donations matched to charitable causes like ours!

And the process to do so is simple —

  • Step 1: Look into your company’s matching gift program by searching the matching gift database embedded in the page.
  • Step 2: Locate your employer’s matching gift submission requirements and complete the dedicated request process.
  • Step 3: Wait while your company processes the request, approves your match, and contributes to our organization on your behalf.

Remember: together, we can create a greener world!

Template #5: Direct Mail Insert

Header: Double Your Impact for a Greener Tomorrow!

Your dedication to preserving our environment through your support of [NONPROFIT] is truly inspiring. We want to share an exciting opportunity with you to make an even greater impact!

Did you know that many companies offer matching gift programs for their employees? This means that your employer might be willing to match your donation, doubling the impact of your gift. By leveraging a matching gift program, you can amplify your contribution and help us protect our planet for future generations.

Take a moment to check if your employer participates in matching gifts. Scan the QR code below to visit our website for more information. Together, we can create a greener tomorrow for a more sustainable world.

Wrapping Up

As you continue your journey to protect and preserve the world around you, matching gifts should remain at the forefront of your fundraising strategy. After all, this valuable⁠—yet continually underutilized⁠—source of support is crucial for maximizing fundraising efforts.

Remember, the key lies in effectively communicating the matching gift opportunity to your nonprofit audience. In doing so, you can empower supporters to strengthen their commitment to your cause. And together, with the support of matching gifts, you can play a key role in establishing a sustainable future.

Interested in learning more about matching gifts for your organization? Check out these additional recommended guides:

Learn more about matching gifts for animal rescues with Double the Donation.

Make the Most of Matching Gifts for Arts & Culture Groups

Make the Most of Matching Gifts for Arts & Culture Groups

Matching gifts are a powerful yet continuously underutilized source of funding for all sorts of nonprofits. If you’re looking to amplify matching gifts for your arts and culture organization, you’ve come to the right place.

At Double the Donation, we work with thousands of nonprofits to empower their matching gift strategies⁠—arts and cultural groups included. In this guide, we’ll share everything you need to know to bring your organization’s corporate matching efforts to life. And we’ll walk through the following topics to do so:

Fundraising for the arts is essential. Smart strategies empower organizations and their communities to benefit greatly from increased access to art and cultural programming⁠.

By effectively leveraging matching gifts alongside existing fundraising efforts, arts organizations can continue to enrich the lives of their constituents, foster creativity, drive economic growth, and establish a vibrant cultural ecosystem.

Let’s dive in.

Painting a Picture of Matching Gifts | The Basics

One of the most popular examples of corporate philanthropy, companies that offer matching gift programs agree to match the charitable donations their employees make to nonprofit causes.

This means that when a donor gives to your arts and culture group, their employer contributes an equal (or sometimes even greater!) amount of funds to match the initial donation. But in order to secure a matching gift on your behalf, the individual donor must first submit a request to their employer.

And that’s where qualifying matches often go unclaimed⁠—ultimately leading to an estimated $4 – $7 billion in matching gift funds being left on the table each year.

When leveraged effectively, though, matching gifts allow donors to double or even triple the value of their contributions to arts and culture groups and other nonprofit causes. This allows your organization to secure additional funds without putting increased strain on donors’ wallets.

Companies That Match Donations to Arts and Culture Nonprofits

Tens of thousands of companies offer generous matching gift programs, and arts and cultural organizations qualify to benefit from many of them. Here, we’ll highlight a few businesses within the creative industries that match employee donations to nonprofits like yours.

Adobe matches gifts for arts and cultural organizations

Adobe Incorporated

Adobe Incorporated is an American software company with a focus on creating technology that empowers professional and amateur graphic designers, photographers, marketers, illustrators, and more. In addition, Adobe is committed to supporting nonprofits, including (but not limited to) those in the arts and culture sector.

Through its employee matching gift program, the company matches team member donations to eligible organizations, empowering its workforce to give back to the communities in which they live and work.

Adobe has established the following criteria for its matching gift initiative:

  • Minimum donation: None
  • Maximum donation: $10,000
  • Match ratio: 1:1
  • Qualifying employees: Full-time, retired
  • Qualifying nonprofits: Arts and cultural organizations and most other nonprofits

Additionally, Adobe has been known to periodically increase its matching gift ratio, sometimes offering a particularly generous two-to-one employee donation match. Knowing this, we recommend keeping an eye out for specific campaigns or employee giving pushes throughout the year!

Etsy matches gifts for arts and cultural organizations


As an online marketplace designed for selling unique and handmade goods, Etsy values creativity and craftsmanship in its bottom line. Additionally, Etsy is known for supporting charitable giving, empowering employees with generous paid volunteer time off initiatives and employee matching gifts.

Etsy has established the following criteria for its matching gift initiative:

  • Minimum donation: None
  • Maximum donation: $500
  • Match ratio: 1:1
  • Qualifying employees: Full-time, part-time
  • Qualifying nonprofits: Arts and cultural organizations and most other nonprofits

This program encourages Etsy employees to give back to the arts community and contributes to the sustainability and growth of arts and cultural nonprofits overall.

Marvel matches gifts for arts and cultural organizations

Marvel Entertainment (The Walt Disney Company)

Marvel Entertainment recognizes the importance of creativity and storytelling in the arts and entertainment industry. Through its nonprofit partnerships, and specifically its generous matching gift program, Marvel Entertainment (and other Disney subsidiaries) supports employees’ charitable endeavors by matching their donations to eligible nonprofits.

Marvel Entertainment (along with the rest of the Walt Disney Company) has established the following criteria for its matching gift initiative:

  • Minimum donation: $25
  • Maximum donation: $25,000
  • Match ratio: 1:1
  • Qualifying employees: Full-time, part-time
  • Qualifying nonprofits: Arts and cultural organizations and most other nonprofits

Arts and cultural nonprofits like yours can benefit from this program greatly as supporters who work at Marvel can double their contributions, effectively amplifying the financial support the cause receives.

Sony matches gifts for arts and cultural organizations

Sony Entertainment (Sony Corporation of America)

Sony Entertainment, including Sony Pictures and Sony Music, values the arts and its power to inspire and bring communities together. Thus, Sony’s matching gift program allows its employees to make donations to eligible nonprofits, including arts and cultural organizations.

Sony has established the following criteria for its matching gift initiative:

  • Minimum donation: $50
  • Maximum donation: $2,000
  • Match ratio: 1:1
  • Qualifying employees: Full-time, retired
  • Qualifying nonprofits: Arts and cultural organizations, educational institutions, hospitals, and select other nonprofits

By generously matching donations, Sony Entertainment (and the greater Sony Corporation) encourages its employees to support the arts and enhance the impact of their giving on the causes they care about.

Netflix matches gifts for arts and cultural organizations


As a significant entertainment company, Netflix has a strong commitment to supporting the arts and other creative industries. In order to incentivize employees to give to such causes, the streaming television service also offers a generous matching gift program for its workforce.

Netflix has established the following criteria for its matching gift initiative:

  • Minimum donation: $1
  • Maximum donation: $10,000
  • Match ratio: 2:1
  • Qualifying employees: Full-time, part-time
  • Qualifying nonprofits: Arts and cultural organizations and most other 501(c)(3) nonprofits

With this initiative, employees’ donations to arts and cultural nonprofits (as well as many other nonprofit causes) can be matched by Netflix, further bolstering financial support for these organizations.

Drive Matching Gifts for Your Org with These Tips

By effectively leveraging matching gifts, arts and culture groups can attract more donors, increase funding, and support their missions to inspire creativity and cultivate a thriving cultural landscape.

And implementing these helpful practices can go a long way toward doing so! Consider these top recommendations for your art- or culture-focused nonprofit.

1. Collect donor employment information to identify match opportunities.

The #1 piece of information you’ll need to drive your organization’s matching gift strategy is the companies where your donors work. Thus, collecting donor employment information as part of your donor database is crucial.

It’s typically easy to do so within the donation process itself (by incorporating an optional donation page field requesting employment data or embedding an intuitive company search tool in the form). However, other data solicitation methods include follow-up communications, data appends, and more.

We recommend regularly updating and maintaining accurate information for your donors to ensure you can leverage matching gifts as effectively as possible. Once you have this data, cross-reference your donors’ employers against participating companies (like the ones listed above) to uncover opportunities. From there, you’ll have what you need to provide them with the right information to initiate the matching gift process.

2. Employ dedicated software to streamline matching.

Handling step #1 on your own can be a significant undertaking for your fundraising team. That’s why we recommend streamlining the matching gifts process using dedicated matching gift software.

This type of tool⁠—like Double the Donation’s 360MatchPro⁠—automates matching gifts from identification and awareness to follow-ups and submission tracking. Ultimately, it empowers nonprofits to efficiently manage their matches without dedicating a ton of time and resources to the task. Plus, it makes things easier on your donors, walking them through the process with personalized guidance every step of the way.

For the simplest and most impactful results, we suggest looking for platforms that integrate with your existing fundraising tools and donor management system. This ensures seamless coordination and further streamlines the process for your team and your supporters.

3. Communicate the doubled impact made available through matching gifts.

Donors love participating in matching gift programs. In fact, research indicates that nonprofit supporters are more likely to donate⁠—and to donate in larger quantities⁠—when they know that matching gifts are being offered.

Why? It’s generally believed that the desire to make a greater impact on the causes they care about incentivizes donors to support their favorite nonprofit groups at even higher levels.

Thus, when promoting matching gifts, it’s essential that you emphasize the doubled⁠—and sometimes even tripled⁠—impact that donors can have on your mission. Use engaging storytelling strategies and incorporate real-life examples to demonstrate the transformative power of matching gifts on your overall mission.

4. Prioritize impactful imagery in your matching gift promotions.

Like any fundraising appeal or other donor-facing messaging, the visuals you choose in matching gift communications play a critical role in capturing the attention and interest of your audience. Especially when your nonprofit mission is a visual one (think: museum, gallery, etc.), using impactful imagery that resonates with the arts and cultural sector can establish a highly compelling narrative.

Consider showcasing vibrant artwork, photos from captivating performances, or iconic cultural landmarks to evoke an emotional connection with potential donors. Then, pair these visuals with concise and engaging messaging that emphasizes the significance of matching gifts.

Make the most of matching gifts for arts and culture groups with impactful imagery.

Establish promotional materials that are visually appealing across various platforms, such as social media, email newsletters, and your organization’s website. And ensure they match your organization’s overall branding to maintain a coherent narrative with your other efforts.

5. Express gratitude and recognize matching gift donors.

Finally, we recommend sending personalized thank-you letters or emails to participating matching gift donors. These messages can acknowledge their generosity and recognize the fact that they went above and beyond in their support for your organization.

And you have a few key opportunities to do so. These include:

  • After a donor indicates that they’ve submitted their matching gift request form.
  • Once your organization receives the company’s completed match.

Plus, you can even acknowledge their generosity publicly through social media shout-outs, newsletters, or donor spotlights. For a museum or another institution with a large, in-person presence, a matching gift donor wall can be an excellent idea!

Expressing gratitude not only strengthens donor relationships but also encourages others to consider matching gift opportunities⁠—making it a strategic marketing tactic as well. Not to mention, it can help retain matching gift donors from one year to the next.

Matching Gift Scripts: 5 Templates to Promote Matching

Jumpstart your matching gift efforts with these sample promotional messages. Feel free to dive in with these donor outreach templates perfect for any arts or cultural organization. Then, enlist 360MatchPro to automate and customize your messaging⁠—and segment by matching gift eligibility⁠—with ease!

Template 1: Social Media Post

🎨 Double Your Impact! 🎨 Did you know your gift to [NONPROFIT] can go even further? Many companies offer matching gift programs, which means your donation can be matched by your employer. See if your company participates in matching gifts to make an even greater impact on the arts today! Click here to learn more: [MATCH PAGE URL] #MatchingGifts #SupportTheArts #DoubleYourImpact

Template 2: Email Campaign

Subject: Your Gift Can Make a Greater Difference! 💫

Dear [DONOR],

Thank you for supporting [NONPROFIT] and our mission to bring art and culture to our community. We have an exciting opportunity to amplify the impact of your recent donation!

Did you know that many companies offer matching gift programs? This means your gift could be doubled or even tripled by your employer. We encourage you to check if your company participates in matching gifts and take advantage of this incredible opportunity to make an even greater difference for our cause.

To find out if your company offers matching gifts, simply visit our website and use our matching gift search tool here: [MATCH PAGE URL]. It’s quick and easy! Your support, combined with your employer’s match, will go a long way in supporting our programs and initiatives.

Thank you for being a champion of the arts. Together, we can create a vibrant and culturally rich community!

Warm regards,



Template 3: Text Message

Hi [DONOR]! 🌟 Did you know your donation to [NONPROFIT] could be matched by your employer? Double the impact of your gift today by checking if your company participates in matching gifts. Visit our website here for more info: [MATCH PAGE URL]. As always, thank you for supporting the arts! 🎭🎨

Template 4: Donation Appeal

Dear [DONOR],

Unlock the Power of Your Donation with Matching Gifts!

We hope this letter finds you in good health and high spirits. As a valued supporter of [NONPROFIT], you understand the transformative impact that arts and culture have on our lives and communities. Today, we are reaching out to share an incredible opportunity to amplify the impact of your generous contribution: matching gifts.

Did you know that many companies offer matching gift programs? Through these programs, your donation can be matched, dollar for dollar, by your employer. That means every dollar you contribute could produce double the impact on our organization and the meaningful projects we undertake.

Checking if your employer participates in matching gifts is simple. Visit our matching gift page here [URL], where you will find resources and instructions to guide you through the process. You can also reach out to your company’s HR department to inquire about their matching gift program.

Thank you for considering this opportunity to make your contribution go even further. We are excited to have you join us in this endeavor and look forward to continuing our journey together.

With heartfelt appreciation,



P.S. Remember, by exploring matching gifts, you can double your impact without any extra cost to you. Let’s unlock the full potential of your generosity and inspire a world where art thrives and enriches lives.

Template 5: Thank-You Postcard


[Image of a vibrant piece of art or a behind-the-scenes photo]



Thank you for your generous contribution to [NONPROFIT].

Did you know that many employers offer matching gift programs? Your gift could be matched, doubling the impact of your support. Check with your company’s HR department or scan the QR code to learn more about matching gift opportunities. Your continued support helps us bring art and culture to our community.

Thank you!

Wrapping Up

Maximizing matching gifts involves a strategic approach to corporate philanthropy that can unlock tremendous potential for arts and cultural organizations.

By harnessing the power of corporate matching, your nonprofit can amplify its fundraising efforts and secure additional resources to make a greater impact. And in the end, you’ll be better equipped to advance your overall mission.

Good luck!

Keep exploring! Check out these additional recommended resources to continue your matching gift education:

Learn more about matching gifts for animal rescues with Double the Donation.

Engaging Multigenerational Donors With Workplace Giving

Engaging Multigenerational Donors [With Workplace Giving]

Tons of companies offer workplace giving programs as a way to incentivize employees to give back to their communities. To make the most of these philanthropic initiatives, qualifying nonprofits are taking increasingly proactive steps to drive supporter participation. But with a need for engaging multigenerational donors in the workforce, promoting the opportunities is not a one-size-fits-all task.

Instead, we recommend exploring effective strategies as you tailor your approach to each age group. And you’ve come to the right place to do so! In this guide, we’ll explore everything you need to know about engaging varying generations of supporters, including:

Remember: the more you adjust your fundraising approach to your intended audience, the more likely the segment is to actively engage with your efforts.

Ready to create impactful and inclusive workplace giving programs that resonate with every generation in your supporter base? Let’s dive in.

The Unmatched Value of Multigenerational Donor Engagement

Your organization is likely backed by a wide range of donors of all ages, races, genders, backgrounds, and more. But do you take a universal approach to engagement? How exactly does a person’s stage in life factor into their relationship with your organization? Where do employee giving opportunities come into play for any age group?

These are the questions you should be asking yourself if you’re looking to develop a multigenerational engagement strategy.

A look at the different generations to engage with your workplace giving strategy

And doing so is essential. After all, facilitating long-lasting connections with supporters of all age ranges empowers your organization to build a sustainable donor network.

As of findings from 2022 annual giving, the estimated generational giving breakdown is as follows:

  • Matures ⁠— 20.2%
  • Baby Boomers ⁠— 40.8%
  • Generation X ⁠— 22.9%
  • Millennials ⁠— 13.9%
  • Gen Z ⁠— 2.2%

Meanwhile, the makeup of the current workforce looks like this:

  • Matures ⁠— 1.3%
  • Baby Boomers ⁠— 25.6%
  • Generation X ⁠— 33.1%
  • Millennials ⁠— 35%
  • Gen Z ⁠— 5%

All in all, workplace giving programs continue to go significantly underutilized, with an estimated $4 to $7 billion in corporate funds going unclaimed from matching gifts each year⁠—with volunteer grants and other employee giving initiatives falling short as well.

Ultimately, a strategy that focuses too narrowly on the older generations is likely to miss out on the immense opportunities made available by the up-and-coming (and, in many cases, already here) younger donors in your network. Conversely, centering too much on younger donors can cause missed potential from older generations who remain and still possess invaluable experience, deep connections, and a strong commitment to philanthropic support.

The answer? A well-balanced, multigenerational fundraising and workplace giving strategy that prioritizes the strengths of each group to maximize overall success.

Top Fundraising + Workplace Giving Strategies by Generation

With different characteristics defining each segment, effective workplace giving efforts can vary accordingly. Here, we’ll provide an overview of the five generations currently in the workforce⁠—and partaking in philanthropy⁠—and our recommended practices for engaging with the group.

Source: Giving USA’s Special Report – Giving by Generation
How to engage Mature donors with workplace giving

The Matures

  • Age in 2023: 77 years and older
  • Key Characteristics: Dependable, straightforward, and reliable
  • Influenced by: Tradition, loyalty, recognition, and authority
  • Preferred Communication Channels: Direct mail, phone calls
  • Preferred Giving Methods: Direct mail, check/cash donations

Born prior to 1946, the Matures (also known as the Traditionalists or the Silent Generation) exhibit strong values of loyalty, discipline, and respect for authority. They have a powerful sense of duty and often prioritize stability and tradition. Though the causes they support are widespread, the Matures tend to be drawn to established institutions with long-standing, positive reputations.

Though the vast majority of the Mature generation is now retired, the group continues to give generously to the organizations they care about. In fact, retirees contribute an estimated 42% of all charitable dollars in the U.S. each year.

Our Top Tip: Familiarize yourself (and your team) with matching gift and volunteer grant programs that are inclusive of retirees!

Luckily, a lot of companies include retired employees in their workplace giving programs⁠—such as ⁠the Coca-Cola Company, Johnson and Johnson, Chevron, Gap (and its subsidiaries), and many more.

However, there’s a good chance that eligible retirees (or even those still working for the companies) remain unaware of these programs. Thus, it’s a good idea for your organization to research available programs and communicate the opportunity to your audience.
How to engage Baby Boomer donors with workplace giving

Baby Boomers

  • Age in 2023: 59 to 77 years old
  • Key Characteristics: Optimistic, driven, and value personal growth
  • Influenced by: Social change, civil rights, and economic prosperity
  • Preferred Communication Channels: Meetings, phone calls, Facebook
  • Preferred Giving Methods: Online donations, check/cash donations

Born between 1946 and 1964, Baby Boomers are a generation known for their strong work ethic and dedication to social causes. This group believes in making a tangible impact on specific communities or individuals through their charitable contributions. Plus, they often seek opportunities to actively engage with causes they care about.

When engaging Baby Boomers in workplace giving, it is crucial to emphasize the outcomes and measurable results of their doubled donations. Recognizing their long-standing commitment to making a difference and providing volunteer opportunities can also resonate well with this generation.

Our Top Tip: Highlight the opportunity for Baby Boomers to leave a lasting (and multiplied) legacy through workplace giving.

As this group approaches or enters retirement age, Boomers often take the time to reflect on their life’s accomplishments⁠—and the impact they want to have made. By emphasizing how their contributions, combined with corporate funding, can create a meaningful and enduring impact on the causes they care about, nonprofits can tap into their desire to leave a positive mark on the world.

Be sure to provide tangible examples and motivational stories that demonstrate how matching gifts and volunteer grants have made a difference for your organization!How to engage Gen X donors with workplace giving

Generation X

  • Age in 2023: 43 to 58 years old
  • Key Characteristics: Independent, adaptable, and familiar with significant changes
  • Influenced by: Authentic storytelling and tangible giving outcomes
  • Preferred Communication Channels: Email, social media
  • Preferred Giving Methods: Online donations, event-based giving

Born between 1965 and 1980, Generation X is known for their independent, resourceful, and self-reliant nature. Gen Xers often seek causes that align with their personal beliefs, and they appreciate efficiency in communications. Plus, this group values flexibility and giving experiences that provide a sense of meaning.

When engaging Generation X donors in workplace giving, it’s a great idea to offer options that cater to their individual wants and needs. Providing customizable and streamlined ways to get involved with matching gifts, volunteer grants, and more, highlighting tangible outcomes, and offering opportunities for skills-based volunteering that align with their professional expertise can be effective ways to engage with this generation.

Our Top Tip: Harness Gen X’s desire for financial efficiency by promoting the potential to double their donation impact through matching gifts.

Generation Xers, who are often at the peak of their earning potential, appreciate maximizing the value of their giving. Highlight the fact that their donations can be matched by their employers, effectively doubling the impact they make on the causes they care about. And it’s all without reaching back into their own wallets at all!

How to engage Millennial donors with workplace giving


  • Age in 2023: 27 to 42 years old
  • Key Characteristics: Tech-savvy, socially conscious, and outcome focused
  • Influenced by: Peer-to-peer communication, transparency, and impact
  • Preferred Communication Channels: Email, text messaging
  • Preferred Giving Methods: Online donations, peer-to-peer fundraising

Born between 1981 and 1996, Millennials are a generation characterized by their tech-savviness, passion for social justice, and desire for meaningful experiences. They grew up in the age of technological advancements and are often highly connected through social media and other digital platforms.

Overall, this group values transparency and tangible impact and is typically more motivated to give to causes rather than specific institutions. Millennials saw a 40% increase in average annual household giving from 2016 to 2022⁠—the only generation with a positive change in the period. Providing opportunities for hands-on involvement, peer-to-peer fundraising, and highlighting the collective impact of their contributions can further engage this segment.

Plus, the group is already highly involved in workplace giving, with more than 86% of Millennial employees donating to nonprofit causes. Not to mention, a 2020 study reported that 58% of young professionals had given through an employee giving program, compared to only 37% overall.

Millennials also volunteer at a higher rate than any other generation, which means that volunteer grants are an excellent opportunity to pursue.

Our Top Tip: Mention workplace giving opportunities in your Millennial-focused donation appeals to incentivize giving in the first place!

A recent study indicated that while 64% of donors say that the presence of a matching gift is likely to motivate them to give, Millennials are more likely to be impacted by a match (over 78%) than any other generation.

Not to mention, younger generations of donors are increasingly likely to work for socially conscious companies that offer matching gift and volunteer grant programs, thus elevating their chances of eligibility.

How to engage Gen Z donors with workplace giving

Gen Z

  • Age in 2023: 11 to 26 years old
  • Key Characteristics: Tech-native, prioritizes diversity, and values social justice
  • Influenced by: Desire to create social change
  • Preferred Communication Channels: Messaging, texts
  • Preferred Giving Methods: Online donations, crowdfunding, monthly giving

Gen Z represents the youngest group entering the workforce and, subsequently, becoming potential donors. Born between 1996 and 2012, Gen Z is often overlooked for its relatively limited capacity to give. However, this group currently has the “fastest growing economic power across all generational cohorts.”

With an estimated $360 billion in disposable income in 2021, Gen Z is expected to grow its aggregate income to over $33 trillion by 2030. As their disposable income grows, organizations can expect donation amounts to follow. And securing them as supporters now can go a long way in the end!

Also worth noting is that Generation Z is the most likely to opt for monthly giving (62%), which is often attributed to their familiarity with paying for subscription-based services. They favor regular communications as well, typically preferring monthly updates from the organizations they support.

Our Top Tip: Communicate the potential of workplace giving initiatives to further amplify recurring donations.

A common misunderstanding surrounding matching gift programs is that recurring donations do not qualify for employer matching. But in most cases, that’s generally not true! Make an effort to research your monthly donors’ corporate giving guidelines and communicate relevant information to your supporters.

By participating in their employers’ philanthropic initiatives, recurring donors can make an even greater impact on the causes they care about. You just need to break down the myths that are holding your match potential back and take a proactive approach to marketing workplace giving opportunities to your youngest donors.


Collecting Donor Data to Segment Your Engagement Strategy

As with any effective segmentation strategy, you’ll need the right information to inform your organization’s efforts. As you aim to elevate your workplace giving initiatives with generational data, you’ll need two key types of details.

Demographic Information

What is it? Defined as “quantifiable attributes of a population, group, or individual,” demographic information includes details such as age, gender, income, education level, marital status, location, and more. Regarding multigenerational engagement, the most essential metric you’ll need is your donors’ (as well as volunteers’ and other supporters’) age groups.

Why does it matter? Having this information will allow you to target your workplace giving strategies accordingly! For example, you might determine that a top matching gift opportunity falls into the “Mature Generation” category. In that case, you may decide to send a direct mailing that highlights the opportunity and shares the information they need to participate rather than rely solely on digital outreach.

How can I get it? The easiest way is just to ask. But you don’t have to come right out and ask for their exact age. Instead, add an optional donation form field that prompts donors to enter their date of birth (hint: you can also send a birthday card!).

Collect age data to engage multigenerational donors with workplace giving

Or, ask supporters to check a box for the age range they fall into (ex: 18-24, 25-34, 35-44, 45-54, 55-64, 65+).

Employment Data

What is it? The other key information you’ll need to market workplace giving strategies effectively has to do with your supporters’ employment data. Though the companies your audience works (or worked) for is the most essential piece, it can also help to know their working status⁠—such as full-time, part-time, or retired.

Why does it matter? This information will help your team (or your software) identify available opportunities for workplace giving programs. When you see that your donors work for companies that match gifts or your volunteers work for companies that provide volunteer grants, you’ll want to follow up with information about how they can get involved.

How can I get it?Add another field to your donation form that prompts supporters to enter the name of their company, or embed our employer search tool directly into your giving page or confirmation screen. With Double the Donation, you can even enlist follow-up messaging to provide another opportunity for donors to share the information with ease. Jump to the next section to learn more about how automation helps drive results!

Collect employment data to engage multigenerational donors with workplace giving

Top tip: When you provide context for the ask (e.g., “See if your company will match your gift! Select your employer here.”), donors typically respond particularly well. On the other hand, a data appending service can help fill in the blanks for those who don’t provide it themselves.

Our #1 Recommendation for Engaging All Generations: Automating Workplace Giving

When it comes to engaging multigenerational donors in workplace giving, there is one strategy that stands out above the rest… And that is automating the process.

Workplace giving automation not only streamlines the process for your team behind the scenes but also enhances convenience, accessibility, and engagement for donors across all age groups.

Here’s how automation elevates matching gifts and volunteer grants:

Increases awareness of the opportunity for all supporters.

There’s a significant knowledge gap regarding workplace giving programs among every generation. In fact, an estimated 78% of eligible donors have no idea that their employer matches. Luckily, workplace giving technology automates marketing and promotions around the opportunity, ensuring that every donor receives information regarding the programs. When supporters are aware of their chance to stretch their impact further with matching gifts and volunteer grants, they’re often eager to participate!

Facilitates easy personalization.

Individuals of all generations appreciate personalized outreach. From seeing their name in an email subject line to being provided with insights for their employer’s giving program, tailored messaging strengthens relationships⁠—and produces results. With a matching gift tool, the software fills in the blanks in customizable templates, providing highly specific communications with no added effort.

Appeals to all levels of tech savviness.

In today’s digital age, younger generations, such as Millennials and Gen Z often prefer digital engagement. After all, they tend to have ample experience with online transactions. And while older generations may not be as familiar with the technology, an automated tool can go a long way in helping guide them through the process with detailed assistance and step-by-step instructions. Now, they won’t need to go searching in their company’s intranet for a matching gift form to complete⁠—because they were provided with a direct link to the submission portal in their email.

Tracks and drives more matches to completion.

Ultimately amplifying giving with more matches making it across the finish line, automation allows for seamless matching gift tracking and follow-ups. The end result is fewer matches left unclaimed and more corporate funds available to your organization. And when supporters of all ages see the impact of their contributions being multiplied, they’ll become increasingly engaged with your cause.

Engaging multigenerational donors with workplace giving software

Final Thoughts

Engaging multigenerational donors is a dynamic and multifaceted process that requires careful consideration of your audience. After all, each segment plays a key role in your overall fundraising and workplace giving success. Thus, you’ll want to account for the diverse needs and preferences of every generation.

The better you understand the primary characteristics, values, and motivations that describe each group, the more effectively your organization can tailor its giving programs. Plus, there are a few key strategies that can lend themselves to powerful workplace giving results across all generations⁠—such as investing in dedicated matching gift and volunteer grant technology⁠—that you certainly don’t want to miss.

In the end, your nonprofit will be better funded, your donors feel strengthened connections to your cause, and the communities you serve experience greater programming made available through workplace giving revenue.

Best of luck!


Engaging multigenerational donors through workplace giving is easy with Double the Donation.

Prioritizing accessibility in matching gift fundraising

Prioritizing Accessibility in Matching Gift Fundraising

Matching gifts can be a powerful tool for nonprofits. Corporate donation matching allows teams to amplify the value of individual donations and maximize their impact on the cause. However, the matching gifts process can often be a complex and overwhelming one for donors⁠—ultimately leading to billions of dollars in available match funding going unclaimed. In light of this challenge, it’s crucial to prioritize accessibility in matching gift fundraising to simplify participation where you can.

We’ve written before on powerful ways to overcome common matching gift challenges and make the most of the opportunity for your mission. What you don’t want to do is cause supporters to face needless barriers due to an inaccessible matching gift experience. Thus, highly accessible software is a must-have in all situations.

So here, we’ll explore the impact of accessibility for matching gifts and discuss practical strategies to unlock your full potential. This includes:

Accessibility is not just an ethical obligation in fundraising. It’s also a strategic decision that can significantly impact matching gift results by maximizing the inclusivity of your efforts.

And the more you know, the better you can position your team for success.

The Importance of an Accessible Matching Gifts Strategy

The importance of accessibility in matching gift fundraising cannot be overstated.

Adhering to accessibility standards aids organizations in creating inclusive digital experiences that cater to individuals with disabilities, improving their overall access to information and services. Regarding matching gifts, prioritizing accessibility means that all of your donors will be able to receive and interpret the information needed to get involved.

Not only will this result in more completed matching gifts coming your way, but it also ensures that participating donors have a more optimal experience doing so. This allows you to continue fostering positive relationships with supporters, who will appreciate your team’s commitment to inclusivity.

Plus, if you receive funding from government sources or other grantmakers with accessibility regulations, you can ensure your organization is up to par⁠—and won’t miss out on any opportunities available to you.

Components of Accessibility in Matching Gift Fundraising

A matching gift fundraising strategy typically involves a multifaceted approach to promoting the workplace giving opportunity. As a result, an effective accessibility plan should expect to account for multiple aspects of your overall engagement strategy.

This should include the following items, as well as any other matching-gift-related donor touchpoints and supporter-facing materials.

Written Matching Gift Information

Much of your audience is likely coming from a place with no prior knowledge regarding corporate gift matching. Thus, you’ll likely produce written content to explain the significance and process of matching gifts, encouraging donors to get involved.

From dedicated matching gift letters to quick blurbs in online content, it’s essential that you keep accessibility in mind. To ensure inclusivity in written matters, we recommend implementing the following practices:

Prioritize clear and concise language. Avoid complex or jargon-filled messages to increase readability and comprehension among your audience. It’s generally suggested that online content targets a 6th to 8th-grade reading level!

Follow a logical heading hierarchy. Organizing content using proper heading structure  (i.e., H1, H2, H3, etc.) helps facilitate navigation and understanding for users employing assistive technologies.

Utilize appropriate formatting. Formatting techniques like short paragraphs, bulleted and numbered lists, and sufficient line spacing makes it easier to consume written materials. Plus, it increases “skimmability,” which is often the key to online content.

Enlist descriptive links for CTAs. When encouraging readers to take a specific action in digital communications, use descriptive link text when possible. This provides meaningful context as to the purpose of the intended action. For example, instead of a generic “Click here,” you might say, “Click here to search our employer matching tool.”

Multimedia Matching Gift Marketing Materials

An effective matching gift marketing plan typically encompasses a number of multimedia elements to attract and retain your audience’s attention. When incorporating images and videos to complement your written materials, accessibility should be a key consideration.

For matching gift videos, include closed captions to accommodate viewers with hearing impairments. This ensures inclusivity and allows everyone to engage with your content. Additionally, when using images, provide descriptive alternative text (ALT text) that accurately describes the visual content. This will assist users who rely on screen readers to understand the context and meaning of digital images.

Online Donation Platforms

In addition to the content you create yourself, it’s vital that any third-party resources are accessible as well. For example, your online donation pages may be created by a fundraising technology provider and embedded into your organization’s website. Still, it’s your organization’s responsibility to ensure that the forms meet your predetermined standards. This will likely include screen reader compatibility, form field accessibility, clear navigation, responsive design, and more.

Otherwise, you may end up with frustrated potential donors abandoning the giving process⁠. And without that initial donation, your nonprofit won’t qualify for the subsequent matching gift.

Looking for an online giving platform that will offer an optimal supporter experience? Double the Donation integrates with some of the industry’s top donation tools. Check out our 75+ partners here!

Dedicated Matching Gift Technology

Similarly, you’ll want to ensure that your matching gift software is committed to meeting accessibility standards as well. Typically a separate tool that integrates directly into your online donation platform, matching gift technology should also focus on offering an inclusive matching gift experience for your donors.

This should encompass every aspect of your matching gift promotions, from an embedded company search tool in your giving forms and confirmation page plugin to personalized email follow-ups. Key elements to remember include screen reader and other assistive technology compatibility, responsive design, form field accessibility and color contrast, and more.

And to ensure your technology provider continues to adhere to ongoing accessibility standards, it’s a good idea to look for a solution that conducts regular accessibility testing and complies with relevant standards.

At Double the Donation, we continually prioritize accessibility and strive to provide all users with a seamless matching gift experience. (Hint: Click here to skip to an in-depth look at Double the Donation’s accessibility criteria.)

Understanding Key Accessibility Standards

There are several accessibility frameworks and guidelines that help ensure tech-based products and services are accessible to individuals with varying abilities. Understanding the scope, priorities, and value of each criterion can go a long way as you develop your own organization’s approach to accessibility in matching gift fundraising.

Here are some of the main standards you might see when discussing digital accessibility:

Section 508

Section 508, established in 1973 and revised in 1998, is a U.S. federal law that mandates accessibility standards for electronic and information technology used by federal agencies. It outlines specific requirements for software applications, websites, and other digital content to be accessible to individuals with disabilities. Compliance with Section 508 is crucial for federal agencies, organizations providing goods or services to government agencies, and organizations receiving federal funding.

Web Content Accessibility Guidelines

Web Content Accessibility Guidelines, or WCAG, is a widely recognized set of guidelines developed by the World Wide Web Consortium (W3C). It provides detailed technical specifications and success criteria to make web content more accessible. WCAG has different levels of conformance, including A (minimum), AA (intermediate), and AAA (highest), which provide varying degrees of accessibility.

Accessible Rich Internet Applications

ARIA (Accessible Rich Internet Applications) is a set of technical specifications that enhance the accessibility of web content and applications. It provides additional attributes and properties that developers can use to make dynamic web content and interactive components more accessible to assistive technologies, such as screen readers.

European Accessibility Act

The European Accessibility Act (EAA) is legislation the European Union adopted in 2019 to harmonize accessibility requirements for various products and services as a way to build on the EU’s Web Accessibility Directive. The EAA aims to ensure equal access to digital technology across member states and improve the accessibility of information society services throughout the European Union.

Canadian Accessibility Standards

In Canada, there are different accessibility standards depending on the province or territory. For example, the Accessibility for Ontarians with Disabilities Act (AODA) sets accessibility standards for Ontario, including requirements for accessible websites and software. Meanwhile, the British Columbia Accessibility Act dictates standards for British Columbia, and the Act to Secure Handicapped Persons in the Exercise of Their Rights with a View to Achieving Social, School, and Workplace Integration establishes standards for Quebec.

These differing standards provide specific recommendations (and, in some cases, requirements) to ensure that developers design digital content with accessibility in mind. It’s important to remember that no one framework is above any other. Instead, it’s important to determine which set of criteria most closely aligns with your organization’s needs, audiences, and objectives.

Establishing a framework for your nonprofit⁠—and utilizing software and other technology that does the same⁠—ultimately certifies that your matching gift and other fundraising strategies comply with the applicable standards above. In the end, the goal is to produce an optimized and accessible matching gift experience for your supporters.

Double the Donation’s High-Level Accessibility Framework

At Double the Donation, we understand the importance of providing highly accessible tools for our clients and their end users. Of the various accessibility standards highlighted above, the most applicable criteria regarding accessibility in matching gift fundraising is that of Section 508⁠—the U.S. Federal accessibility standard. Thus, this is the framework that our team has committed to ongoing compliance with. Plus, our tools meet the criteria for ADA and WAI-ACT compliance as well.

In 2018, Double the Donation became the first matching gift provider to receive a VPAT (or Voluntary Product Accessibility Template) to reflect and communicate this compliance. As of June 2023, we have renewed our VPAT to meet updated standards, reflecting the continuous development of both our tools and the accessibility guidelines to which we adhere.

In other words, Double the Donation’s matching gift technology surpasses the U.S. federal government’s revised standards for accessibility, as outlined in Section 508 of the Rehabilitation Act.

And to this date, we remain the only matching gift software provider with a VPAT⁠. This demonstrates not only our ongoing commitment to accessibility but our user-centric product design and general stature as the leader in matching gift technology.

Want to know what that entails? The following elements are flagged as compliant by Double the Donation’s tools, according to WCAG 2.1.

Prioritizing accessibility in matching gift fundraising with these checklist items

Non-Text Content

Images on the website contain relevant alternative text.

Info and Relationships

The website has consistent headers and global table structures to establish clear information and relationships within the website. Screen readers properly identify most of the information available on the website. Visually impaired users are easily able to perceive the relationships between a particular element and its role.

Meaningful Sequence

The sequence of the content present on the website is meaningful and appropriate and does not affect the meaning of the provided content.

Sensory Characteristics

No information is present on the website which is based on sensory characteristics such as shape, size, location, sound, etc.

Use of ⁠Color

Color is not used as the only visual means of conveying information, indicating an action, prompting a response, or distinguishing a visual element.


The website supports standard keyboard navigation and input functions (including swiping to move between input fields and pressing [Double tap] to make selections). Keyboard focus moves sequentially throughout the website without the focus getting trapped in any section, and it is convenient to access the functionality.

Pause, Stop, Hide

A mechanism is provided to stop, pause, or hide the moving/ scrolling content.

Page Titles

Descriptive and correct page titles are present for pages throughout the website.

Focus Order

The focus moves in a correct sequence order on the website from left to right and top to bottom.

Link Purpose

All links are provided with appropriate link text, and the user would be able to understand the purpose of the link from its link text.

Pointer Gestures

All functionalities present in the website can be operated with a single pointer without a path-based gesture unless a multipoint or path-based gesture is essential.

Pointer Cancellation

No down-event of the pointer is used in the website to execute any part of the action.

Label in Name

All labels on the website include text, and the same text is defined in the code as well to assist speech recognition technologies.

Language of Page

The language attribute is correctly defined for the web pages.

On Focus

No interactive element is triggered automatically on receiving the focus.

On Input

Change of context does not happen when the user changes the setting of any input controls.

Labels or Instructions

The website provides support for motor-impaired and cognitive users as the labels and instructions are provided for the form fields, which are clearly visible and readable to such users.


The markup of the website has complete start and end tags, attributes, and unique IDs.

Name, Role, Value

All the website elements have a proper label associated with their role, and the screen reader recognizes them correctly with updated values as well.


The website does not restrict its view and operation to a single display orientation.


The website adheres to minimum contrast standards.

Resize Text

The website is fully responsive. At a zoom of 200%, the site responds to that resolution by adjusting the UI as it would if the user were on a smartphone.

Images of Text

No information is conveyed to the user via an image of the text.


The website does not require scrolling in two dimensions to present content without loss of information in 400% zoom.

Non-Text Contrast

The website user interface components have a contrast ratio of at least 3:1 against adjacent color(s).

Text Spacing

The website is compliant with WCAG text spacing requirements.

Content on Hover or Focus

The content that is triggered by hover or focus is dismissible, hoverable, and persistent.

Headings and Labels

Headings and Labels on the website provide sufficient detail of the content they are describing.

Focus Visible

All the elements present in the website have focus visibility.

Consistent Identification

Components that provide the same functionality throughout the website can be easily identified by the user.

Status Messages

The updated content automatically notifies the visually impaired users via a screen reader.

In other words, Double the Donation takes accessibility seriously⁠—and we continue to pursue a positive user experience for donors and nonprofit teams of varying abilities.

Wrapping Up & Next Steps

By making a tangible effort to highlight and prioritize accessibility in your organization’s matching gift strategy, you can foster a sense of inclusivity within your fundraising. After all, you surely want all your donors to be able to support your cause in this way.

So take the steps to test your existing matching gift strategy. Is your website up to standard? Does your matching gift platform adhere to a fully accessible framework? (Hint: if you already use Double the Donation’s tools, the answer is yes. If you’re not already a client, click here to get a personalized demo!)

When everyone, regardless of their abilities or limitations, can contribute to your nonprofit’s matching gift success, you’ll be set to make the most of the workplace giving opportunities in your network.

Best of luck!

Interested in uncovering more ways to improve your matching gift fundraising strategy? Check out these recommended resources to keep learning:

Prioritize accessibility in matching gift fundraising with Double the Donation.