Sending Impactful Matching Gift Emails: The Ultimate Guide

Why Send Impactful Matching Gift Emails?

Matching gift emails are more than just a fundraising tactic—they are a key strategy for maximizing donations and strengthening donor engagement. By sending well-crafted matching gift emails, nonprofits can unlock additional funding and ensure that donors feel more connected to the impact of their contributions.

Maximize Fundraising Potential

A strategic email campaign educates supporters on their eligibility and provides a direct path to submitting a matching gift request, significantly increasing overall donation revenue. Not to mention, when donors know their gifts could be matched, studies show that they may be more inclined to give at higher levels in the first place.

Strengthen Donor Engagement

When donors learn that their contributions can go even further through employer matching, they feel a stronger sense of impact and involvement with your organization. This heightened engagement can lead to increased donor retention and future giving.

Simplify the Matching Gift Process

One of the biggest barriers to securing matching gifts is donor confusion about how to apply. By sending clear and actionable emails with step-by-step instructions, direct links to employer matching gift request portals, and deadline reminders, nonprofits make it easier for donors to complete the process.

Double the Donation’s Industry-Leading Matching Gift Email Streams

To help nonprofits maximize matching gift revenue, Double the Donation offers a suite of industry-leading matching gift email streams designed to engage donors at every stage of the matching process. These automated email workflows ensure that donors receive timely, relevant information that increases the likelihood of submitting a matching gift request.

Here’s a breakdown of the key email streams offered and how they contribute to fundraising success:

Match Eligible

This email is sent to donors who are identified as match-eligible based on their employer’s matching gift program. It informs them that their recent donation qualifies for a corporate match and provides direct next steps to complete the process.

Identification in Progress

When a donor’s employer information is not immediately available, Double the Donation’s system continues working to identify their eligibility. The Identification in Progress email notifies donors that their employer is being looked into, and encourages them to double-check their eligibility with a matching gift search tool to see if they qualify.

End-of-Year

Many companies set deadlines for matching gift requests, often aligning with the end of the calendar year in which the initial gift was made. The End-of-Year email serves as a crucial reminder for donors who have yet to complete their match submission, urging them to act before the deadline.

Thank You

After a donor submits their matching gift request, this email acknowledges their effort and thanks them for maximizing their impact. It also reinforces the value of matching gifts and their role in advancing the nonprofit’s mission.

What Makes Our Matching Gift Emails Stand Out

At Double the Donation, we know that not all matching gift emails are created equal. That’s why we’ve designed our email outreach to be highly effective, personalized, and strategically optimized to drive results.

Here’s what sets our emails apart:

1. Higher-Than-Average Open and Response Rates

Matching gift emails consistently outperform industry benchmarks, achieving higher open and response rates than typical nonprofit outreach. This ultimately means more donors are seeing, engaging with, and acting on the opportunity to get their gifts matched.

In fact, our matching gift reminder emails result in an estimated 53% open rate, which is 2.6 times higher than that of the average nonprofit. At the same time, our emails boast a lofty 7% click-through rate, more than 2.4x the average nonprofit CTR. Why? We’re familiar with the matching gift space, and we know what works to drive results.

2. Smart Customization for a Better Donor Experience

Every nonprofit is unique, and so are their matching gift needs. That’s why our email system allows for extensive customization within a client’s Double the Donation account. Key customization features include:

• Company Exclusions: If a nonprofit does not accept donations from specific companies, they can exclude those employers from their matching gift search. This means donors won’t receive emails asking them to submit a match request for a company that the nonprofit does not work with.
• Mission-Specific Filtering: Clients can specify their organization type and focus area (e.g., education, health, environment). If a company does not match donations to that specific type of organization, donors won’t be prompted to submit a request—preventing frustration and saving time.

The end goal? Ensuring that messaging is highly relevant and effective for an organization’s donor base.

3. Access to the Industry-Leading Matching Gift Database

Our emails go beyond just informing donors about matching gifts. Instead, they actively guide supporters through the process, providing the right individuals with the right information at the right time. And it’s only possible thanks to seamless workflows within our system pulling from the industry’s most comprehensive and up-to-date source of matching gift information: our database.

In order to drive the best results, each email sequence includes:

• Personalized messaging based on donor and employer information.
• Easy-to-follow instructions for submitting a match request.
• Direct links to an employer’s matching gift portal.
• Automated follow-ups to increase the likelihood of completion.

This means donors will only receive messages that are relevant to them, their employer, and their relationship with the nonprofit. No broad-level marketing that might not work!

Ultimately, by removing barriers, refining targeting, and enhancing donor communication, Double the Donation helps organizations make the most of every matching gift opportunity through our matching gift emails and more.

4. Powerful Tracking and Analytics

What really makes our emails stand out is their powerful tracking and analytics features. Equipped with Double the Donation, nonprofits can see:

• Which donors received matching gift emails
• Open and click-through rates
• Which companies are driving the most matches
• Where in the match process donors are dropping off

This level of insight empowers organizations to make data-driven decisions, optimize their outreach, and better understand the true impact of their matching gift program. You’re not just guessing what’s working—you have the tools to see it in action and improve results over time.

Tracking Matching Gift Email Performance

Understanding how donors interact with your matching gift emails is the key to optimizing your fundraising strategy. With Double the Donation’s email tracking capabilities, nonprofits can gain valuable insights into donor behavior, tailor their outreach efforts, and better predict incoming revenue from matching gifts.

Let’s take a closer look.

1. Gain Insight into the Matching Gift Process

Double the Donation tracks click activity within matching gift emails, showing how donors engage with the content. By monitoring which donors click on employer search links or matching gift submission portals, nonprofits can measure interest and identify potential bottlenecks in the process.

✅ Why It Matters: Tracking clicks helps nonprofits see how well their emails are driving donor action and where adjustments may be needed to improve results.

2. Tailor Follow-Ups for Maximum Impact

Not every donor will complete a match request immediately, but with performance tracking, nonprofits can send targeted follow-ups to those who may need an extra nudge.

For example:

• If a donor initially clicked but didn’t submit a match request, they may need an extra reminder or additional guidance.
• If a donor hasn’t clicked at all, a different approach—such as emphasizing impact or simplifying instructions—may be more effective.

✅ Why It Matters: By using this data to personalize follow-up emails and unstick matching gifts, nonprofits can increase the number of completed requests and maximize their fundraising potential.

3. Forecast Incoming Matching Gift Revenue

Matching gift funds can take time to process, but with email engagement tracking, nonprofits can estimate how much revenue is in the pipeline. Click and submission data allow organizations to predict how many donors are likely to complete the matching gift process, providing a clearer picture of expected funding.

✅ Why It Matters: More accurate forecasting helps with budget planning, campaign strategy, and goal setting, ensuring organizations can better allocate resources.

Best Practices for Matching Gift Email Success [With Double the Donation!]

Crafting an effective matching gift email strategy requires more than just sending out reminders. By following these best practices, nonprofits can increase donor participation, boost completed match requests, and maximize fundraising revenue.

Note: While many of these actions can be implemented independently, these best practices are baked into our software platform, making it easy to craft and send high-performing emails to your audience with little to no added effort

1) Brand matching gift emails to your organization.

Your matching gift emails should feel like a natural extension of your nonprofit’s overall communications. After all, a well-branded email reassures donors that the message is legitimate and strengthens their connection to your organization.

💡 Top tips from Double the Donation:

• Use your nonprofit’s logo, colors, and fonts to maintain brand consistency.
• Keep the tone and messaging aligned with your other donor communications.
• Feature impact-driven visuals, such as images of beneficiaries or past donor contributions in action.

By making your matching gift emails instantly recognizable, you create a seamless experience that builds trust and increases engagement.

Double the Donation makes it easy to use your branding every step of the way! Get started by customizing our pre-made email header templates, which are available directly within the platform.

2) Send all correspondence from your own domain.

Donors are more likely to open and act on emails that come directly from your organization. Using your own domain (e.g., @yournonprofit.org) instead of a third-party email service (e.g., @matchinggifts.com) reduces the risk of emails landing in spam folders and builds donor confidence.

💡 Top tips from Double the Donation:

• Ensure that matching gift emails are sent from a trusted and recognizable email address (e.g., donations@yournonprofit.org).
• Authenticate your domain with SPF, DKIM, and DMARC settings to improve email deliverability (this is possible to do directly through Double the Donation!).
• Use a real sender name, such as “[Your Name] from [Nonprofit Name]”, rather than a generic or automated sender ID.

By keeping email correspondence within your domain, you establish credibility and increase the likelihood that donors will engage with your message.

3) Get your timing right.

The sooner you notify donors about matching gift opportunities, the better. Studies show that donors are more likely to complete a match request within 24-48 hours of making a donation, while engagement remains high. That’s why timing is everything when it comes to matching gift emails.

💡 Top tips from Double the Donation:

• Send an initial matching gift email immediately after a donation is made.
• Follow up with reminder emails for donors who have yet to submit their gifts.
• Incorporate year-end reminders, as many companies implement end-of-year deadlines for match submissions.

By strategically timing your outreach, you can capture more matching gifts and ensure that donors follow through with their requests.

4) Start with a strong subject line.

Your subject line ultimately determines whether your matching gift email gets opened or ignored. Luckily, a compelling, action-oriented subject line encourages donors to engage with your message and take the next step.

💡 Top tips from Double the Donation:

• Keep it short and to the point (ideally under 50 characters).
• Clearly mention matching gifts, so donors know what the email is about.
• Create a sense of urgency when appropriate.

Here are a few examples:

• “Your donation could go twice as far. Submit a match today!”
• “Did you know? Your employer may match your gift!”
• “Double your impact in minutes—see if your gift qualifies!”

All in all, a well-crafted subject line increases open rates and improves the chances of donors completing their matching gift request. It’s essentially your email’s first impression, and choosing one that recipients want to read is a must.

5) Segment and personalize where possible.

Personalized emails outperform generic messages because they make donors feel valued and engaged. By segmenting your audience and customizing email content, you can increase response rates and maximize matching gift revenue.

💡 Top tips from Double the Donation:

• Address donors by name instead of using a generic greeting.
• Mention their specific donation amount and the potential match.
• If employer information is available, include the company’s matching gift policy to streamline the process.

The bottom line is this: the more relevant your message is to the donor, the more likely they are to ultimately take action.

6) Link to your matching gifts page for more information.

Your dedicated match page is one of your most essential assets when it comes to educating and promoting matching gifts. Providing a direct link to this resource on your website makes it easier for donors to find the information they need and complete their match requests with ease. Not to mention, being on your website provides additional confidence in the process and in your organization.

💡 Top tips from Double the Donation:

• Include a clear call-to-action (CTA) linking to your matching gifts page.
• Make sure the landing page is mobile-friendly and easy to navigate.
• Use tools like Double the Donation’s search widget to simplify employer lookup.

If a donor needs to search for their employer, access matching gift forms, or learn more about eligibility, your website should be the go-to resource. Make sure it’s easy for them to find the right information! Not to mention, when a donor clicks through to that page from an email, Double the Donation provides you with detailed insights into their interaction with the search tool.

7) Encourage two-way communication.

Matching gift emails shouldn’t be one-sided. In fact, giving donors a way to ask questions, provide status updates, or seek assistance increases follow-through rates immensely. By fostering two-way communication, you make donors feel supported and eliminate obstacles that might prevent them from submitting a match request.

💡 Top tips from Double the Donation:

• Include a contact person’s name and email so donors know where to reach out.
• Use a friendly, conversational tone that invites questions.
• Ask donors to take a simple action (like clicking an embedded button or taking a brief survey) when their matching gift request is complete.

By providing direct support and encouraging donors to keep your team up to speed, you encourage more donors to complete the matching gift process and maximize their impact.

8) Implement multiple follow-ups.

One of the most effective ways to increase matching gift revenue is by sending multiple follow-up emails. A well-timed series of reminders can significantly boost the number of completed matches, ensuring more funds go toward your mission.

In fact, our research shows that sending just one matching gift follow-up email leads to 31% of eligible donations being submitted for matching. However, nonprofits that implement additional follow-ups see a dramatic increase in participation. While a second follow-up email increases the number of matches by a whopping 45%, a third reminder boosts submissions by an additional 9%—bringing the total percentage of eligible gifts submitted to 54%.

💡 Top tips from Double the Donation:

For the best results, be sure to space out your reminders strategically so as not to overwhelm the donor. Here’s an example cadence you might consider:

• First follow-up: Within 0-24 hours of the donation.
• Second follow-up: 3-7 days later, for those who haven’t taken action.
• Third follow-up: One month later, for those who haven’t taken action.
• Final follow-up: Near the employer’s submission deadline or at the end of the year.

By sending a series of well-timed reminders, you can capture more corporate dollars, maximize donor impact, and boost fundraising revenue for your organization. Keep in mind that each follow-up should be based on donor action so far (i.e., have they completed their match yet?), which ensures that you’re always sending the most tailored and targeted ask possible.

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Wrapping Up & Additional Resources

A well-executed matching gift email strategy can unlock significant additional funding for your nonprofit while strengthening donor relationships. By focusing on timing, personalization, and clarity, you can ensure your emails are both effective and engaging, ultimately driving real results.

Now that you have the tools to create compelling matching gift emails, it’s time to put them into action. Start optimizing your communications today, and watch as more donors take advantage of their employer’s matching gift programs—leading to greater impact for your cause!

Interested in learning more about matching gift communications and beyond? Check out these additional recommended resources:

• Announcing Our New Corporate Volunteer Email Streams. Double the Donation offers automated email streams for corporate volunteer initiatives, too! Check out this blog to get familiar with the functionality.
• 14 Types of Matching Gift Letters Every Nonprofit Should Send. Power your outreach with the tips and examples provided in this guide. Sending the right matching gift letters can go a long way!
• Free Download: The Ultimate Guide to Marketing Matching Gifts. Matching gift emails are just one component of an effective marketing strategy. Get the free resource to learn how you can promote matching to your audience with ease.