Marketing Matching Gifts in the Donation Process
Matching gifts empower donors to make a larger impact on the causes they care about. However, there’s a significant knowledge gap that often hinders organizations from reaching their fullest potential. In other words, donors don’t know about their employers’ initiatives, so they’re not requesting their matches. The solution? Marketing matching gifts in the donation process so supporters can access information about the programs directly as they give.
In this guide, we’ll cover five of the most impactful ways that nonprofits like yours are choosing to promote gift-matching throughout the donor experience. This includes:
- Step #1: Marketing Matching Gifts Within Your Donation Page
- Step #2: Marketing Matching Gifts on Your Confirmation Screen
- Step #3: Marketing Matching Gifts With Acknowledgment Emails
- Step #4: Marketing Matching Gifts With Follow-Up Emails
- Step #5: Marketing Matching Gifts With Matching Gift Recognition
At most companies, submitting a matching gift takes only a few minutes—and marketing matching gifts doesn’t have to be difficult, either.
Why Marketing Matching Gifts in the Donation Process Matters
In addition to driving matching gift revenue, marketing matching gifts can even encourage donors to give more. In fact, Double the Donation research reports that 84% of donors are more likely to donate if they know a matching gift is being offered. Further, 1 in 3 would give a larger donation if they knew it was being matched.
When it comes to marketing matching gifts, it makes sense to begin with the point at which donors are most highly engaged in the organizations they’re giving to. And because this typically occurs while donors are actively making their donations, promoting matching gifts directly within the giving process is one of the most effective strategies you can incorporate.
Let’s begin!
Step #1: Marketing Matching Gifts Within Your Donation Page
To determine matching gift eligibility, you’ll need to know where your donors work. Luckily, one of the most effective ways to collect donor employment data is by including an optional field directly within an organization’s donation page.
Donors are already providing your team with a lot of valuable information—such as their name, email, phone number, and perhaps even mailing address. Many individuals will be inclined to enter their employer’s name when prompted, as well. This is especially true when you provide a bit of context as to why you’re seeking the information in the first place—which is to identify matching gift eligibility to get their donation doubled.
These are some best practices for marketing matching gifts within your donation page:
- Embed Double the Donation’s autocomplete search tool directly into the online giving forms.
- Highlight the benefits of participating in matching gift programs, essentially increasing impact on the cause.
By the time an individual ends up on your donation page, they’re likely ready to support your cause. Highlighting matching gifts simply allows them to access another powerful way to give—without reaching back into their own wallet to do so.
In fact, promoting matching gifts on the donation form is even known to increase the overall form conversion rate!
Example Content:
- “Please enter your employing company’s name to determine your eligibility for a corporate matching gift.”
- “Does your employer offer a matching gift program? Enter your company name below—if your company does match, you’ll receive more information via email.”
Step #2: Marketing Matching Gifts on Your Confirmation Screen
Your donors are clearly passionate about your organization—and they’re at a significantly high level of engagement upon completing an online donation. Be sure to use the confirmation page to highlight just how easy it can be for donors to double their donations by taking a single additional step beyond their initial gifts.
These are some best practices for marketing matching gifts within your confirmation screen:
- Utilize relevant visuals to grab supporters’ attention.
- Inform donors that most companies’ matching gift submission processes can be completed in less than five minutes.
- Embed Double the Donation’s matching gift plugin directly on your donation confirmation screen to provide donors with easy access to company guidelines and forms.
By featuring matching gifts directly on the donation confirmation page, you can aim to leverage donors’ giving momentum while your organization and its cause are still fresh on their minds. It’s effective and simple, and many supporters will be happy to take this next step—perhaps even immediately!
Example Content:
- “Thanks for giving to support your local Cat Rescue Club. Your donation of $200 was successful. See if your employer will double that amount with a matching gift!”
- “Donation complete! Search our matching gift database to find out if your contribution is eligible for a corporate match.”
Step #3: Marketing Matching Gifts With Acknowledgment Emails
When your nonprofit receives a gift, you should always be sure to thank the giver—which is often done through donation follow-up (confirmation, acknowledgment, etc.) emails. This email is also a great opportunity to promote matching gifts to your donors. Their donations likely remain fresh on donors’ minds, and a little nudge saying that they can double their donations—without shelling out another cent—can go a long way.
These are some best practices for marketing matching gifts within your acknowledgment emails:
- Incorporate links to your dedicated matching gift fundraising page where donors can easily locate additional information.
- Use graphics or text links to catch your reader’s eye and quickly engage with them on the topic.
- Automate your follow-up emails to ensure every donor receives your message in a timely manner and without worrying about any gifts slipping through the cracks.
- Provide links to recipients’ company guidelines and forms, or encourage donors to conduct a quick search of your easy-to-use online company search tool.
An individual who has already made a donation to your organization has demonstrated that they’re clearly passionate about your cause. Make sure to highlight matching gifts in the acknowledgment letters and emails that get sent out, emphasizing the increased impact that matching gifts can have on your mission.
Example Content:
- “Thank you for your generous donation to Atlanta University. Please click the button below to determine whether your gift is eligible for a corporate match from your employer!”
- “Did you know that many corporations offer employee giving programs where they match donations to the Cat Rescue Club? The tax-deductible component of your membership is normally eligible to be matched as well!”
Step #4: Marketing Matching Gifts With Follow-Up Emails
After sending your initial acknowledgment email, consider following up with a dedicated email specifically focused on matching gifts. This follow-up can stand out in a recipient’s inbox. Plus, it serves as a gentle reminder and helps them take the next step to maximize their impact.
Why is this important? Many donors are interested in matching gifts but may not know how to complete the process on their own. A well-crafted, stand-alone email can provide the clarity and encouragement needed to turn interest into action.
These are some best practices for marketing matching gifts with dedicated follow-up emails:
- Focus the email exclusively on matching gifts. Keep the message short, clear, and to the point—centered on the opportunity to double or even triple their contribution.
- Use personalized content when possible. Reference the donor’s recent gift and, if available, their employer’s matching gift program to ensure the process is tailored and relevant.
- Provide a step-by-step guide or link to a tool where donors can search for their employer’s program and complete the request.
- Incorporate visual elements. Use eye-catching buttons, graphics, or banners to draw attention to key points, such as “Submit Your Match” or “Double Your Impact.”
For the best results, we recommend triggering your matching gift follow-up emails within the first 24 hours of a donor making a gift. This allows you to capture their attention while they’re still highly engaged with your cause!
Example Content:
- “Did you know that your employer, the Home Depot, offers a generous matching gift program? Click here to access your match and make a larger impact for our cause! [link to match page]
- “Your donation of $100 likely qualifies for a matching gift from the Walt Disney Company. Submit a matching gift request to your employer by completing the following steps. Then, let us know when you’ve submitted your match by clicking the link below!”
Step #5: Marketing Matching Gifts With Matching Gift Recognition
At this point in the process, you’ve likely already thanked your donors for their initial contributions to your cause. Probably even within the first 24 hours or so! But for your matching gift donors, the appreciation shouldn’t stop there.
Recognizing your matching gift all-stars after you receive their corporate match is a great way to continue promoting matching gifts to your supporters. At the same time, you can increase the likelihood that donors will participate in the matching gift process for the years and donations to come.
These are some best practices for marketing matching gifts with matching gift recognition:
- Thank your matching gift donors privately to express your gratitude on behalf of the organization and its beneficiaries.
- Consider recognizing completed matching gifts publicly as well—such as within a newsletter or social media post. This can be a great way to thank donors and inspire others to participate.
- Acknowledge that matching gift donors went above and beyond to request a corporate match on behalf of your nonprofit.
At this point, it’s also a great idea to reiterate the doubled impact made possible by corporate matching gifts.
Often, your matching gift recognition efforts will be the last touchpoint you have with a supporter regarding a particular donation. You’ll want to leave donors with a positive impression to ensure they’ll continue the relationship they have with your cause!
Example Content:
- “Thank you for your generous support of the Cat Rescue Club. We are happy to inform you that we just received a corporate match as a result of your recent donation, and we greatly appreciate the time and effort you took to request the match on behalf of our organization.”
- “Did you know that thousands of companies match donations made by employees? Our donor, Jennifer, just secured a 2:1 match on her most recent gift, enabling her generous $500 contribution to bring $1,500 worth of impact on our mission. Find out if your gift may be eligible, too!”
Final Thoughts & Additional Matching Gift Marketing Resources
When marketed well, requesting a matching gift can be seen as the next logical step that a donor takes upon submitting their initial gift. When you incorporate matching gift marketing efforts into your overall donation process, you can help guide donors seamlessly from one task to the other.
Begin implementing the promotional strategies outlined in this post. Then, see where it brings you in terms of matching gift success. You won’t be sorry!
If you’re interested in learning more about matching gifts, read up on our other comprehensive corporate fundraising guides:
- Corporate Matching Gift Programs: The Definitive Guide for Growing Your Revenue. Millions of individuals work for companies that match gifts, many of which are likely your donors. Find out more about matching gifts and why the programs continue to be underutilized. Plus, see what you can do to raise more through the funding source!
- Improving the Donor Journey with Matching Gifts. Marketing matching gifts in your donation process isn’t the end of the journey for your donors. However, it does provide an additional touchpoint for ongoing engagement. Learn more about improving your donors’ journey with your organization in this guide.
- The Ultimate Guide to Marketing Corporate Matching Gifts. Uncover additional opportunities for marketing matching gifts to your audience, including online initiatives, offline efforts, and more. Access the free, downloadable guide to learn more and get started refreshing your promotional strategy.
