Sending Impactful Matching Gift Emails The Ultimate Guide

Sending Impactful Matching Gift Emails: The Ultimate Guide

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Matching gift programs present an incredible opportunity for nonprofits to maximize donations without asking donors for additional contributions. However, many organizations miss out on these funds simply because donors are unaware of their employer’s matching gift programs. That’s where well-crafted matching gift emails come in.

In this guide, we’ll walk you through the best practices for sending impactful matching gift emails—from timing and personalization to clear calls to action. Specifically, we’ll cover:

By the end of this blog, you’ll have a built-out strategy in place to boost matching gift revenue and make the most of every donation. Let’s get started!

Corporate Matching Gift Emails: The Basics

Corporate matching gift emails are a powerful tool for nonprofits to increase donations by educating donors about their employer’s matching gift programs. These emails essentially serve as a bridge between donor generosity and the additional funds their company is willing to contribute.

Here’s what you need to know:

What Are Matching Gift Emails?

Matching gift emails are communications sent to donors, informing them that their recent contribution may be eligible for a corporate match. These emails typically include details on how donors can check their eligibility, submit a request to their employer, and double (or even triple) their impact.

What Should a Matching Gift Email Include?

To make your matching gift emails effective, be sure to include:

  • A personalized greeting to engage the donor.
  • A thank-you message acknowledging their recent gift.
  • An explanation of matching gifts and how they work.
  • A simple call to action, such as a direct link to check eligibility or submit a request.

By mastering the basics of corporate matching gift emails, your nonprofit can unlock untapped funding and strengthen donor relationships.

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.

Here’s how:

1. Maximize Fundraising Potential

Many companies offer matching gift programs that can double or even triple a donor’s contribution, but these funds often go unclaimed simply because donors aren’t aware of them. 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.

2. 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. After all, donors who see their gifts making a bigger difference are more likely to continue supporting your cause.

3. 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.

4. Encourage Larger Donations

When donors know their gifts could be matched, studies show that they may be more inclined to give at higher levels. If a $50 donation can turn into $100 through a corporate match, a donor might consider increasing their initial contribution. Highlighting this potential in your emails can inspire greater generosity.

5. Capture Unclaimed Matching Gifts

Many matching gift programs have deadlines, and without reminders, eligible donations may go unmatched. Sending well-timed emails ensures that donors act before these deadlines pass, helping your organization secure more of the funding that is already available.

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.

Known matching gift email example

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.

Unknown matching gift email example

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.

End-of-year matching gift email example

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.

Send matching gift emails with Double the Donation.

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, which is more than 2.4x the average nonprofit CTR.

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. A Seamless, Optimized Matching Gift Journey

Our emails go beyond just informing donors about matching gifts—they actively guide them through the process. This includes:

  • Personalized messaging based on donor and employer information.
  • Easy-to-follow instructions for submitting a match request.
  • Automated follow-ups to increase the likelihood of completion.

With higher engagement rates, intelligent customization, and donor-friendly automation, our matching gift emails ensure nonprofits capture more matching dollars with less effort.

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.

Best Practices for Matching Gift Email Success

Crafting an effective matching gift email strategy requires more than just sending out reminders. It’s about engaging donors at the right time with the right message. By following these best practices, nonprofits can increase donor participation, boost completed match requests, and maximize fundraising revenue.

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:

  • 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.

Get started by customizing Double the Donation’s pre-made graphics using your own organization’s colors and style!

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:

  • 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:

  • 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.

Timing of matching gift emails

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:

  • 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:

  • 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 makes it easier for donors to find the information they need and complete their match requests with ease.

💡 Top tips:

  • 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.

Link to your matching gift web page from your matching gift emails.

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!

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:

  • 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) 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: 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.

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.

Bonus: Customizable Matching Gift Email Templates

Ready to get started? Kick off your matching gift email efforts with our pre-written outreach templates here:

Template 1: Matching Gift Email for Known Company/Eligibility

Subject Line: Your Recent Gift Qualifies for a Match!

Dear [Donor],

Thank you for your generous donation of $[Donation] to [Nonprofit]! Your support helps us make a lasting impact, and now you have the opportunity to double your impact at no extra cost to you.

We’ve identified that [Company] offers a matching gift program, which means your donation may be eligible for a match! Submitting a matching gift request is simple and can double—or even triple—the support you provide to our mission.

Here’s how to get your gift matched:

  1. Click the link below to access your company’s matching gift portal.
  2. Follow the instructions to submit your match request.
  3. Your employer will process the match, doubling your impact!

👉 [Submit Your Matching Gift Request]

Many companies have submission deadlines, so don’t miss this opportunity to maximize your gift. If you have any questions, we’re happy to help!

Thank you for your continued support!

Best,

[Name]
[Organization]
[Contact Information]

Template 2: Matching Gift Email for Unknown Employer Eligibility

Subject Line: Could Your Gift Be Matched? Find Out Now!

Dear [Donor],

Thank you for your generous donation of $[Donation] to [Nonprofit]! Your support is invaluable, and you might be able to double or even triple your impact through a corporate matching gift program.

Many companies match donations made by their employees, but we don’t yet have your employer’s details on file. Would you take a moment to check if your company offers a matching gift program?

It’s quick and easy! Just click the link below, search for your employer, and follow the instructions to submit a matching gift request if available.

👉 [Check Your Employer’s Matching Gift Program]

Your donation could go twice as far in supporting our mission—all at no additional cost to you. Many employers have deadlines for match requests, so be sure to check your eligibility today!

Thank you again for your generosity and commitment to our cause. If you have any questions, feel free to reach out!

Best,

[Name]
[Organization]
[Contact Information]

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:

Send matching gift emails with Double the Donation.