Using Matching Gifts to Strengthen Corporate Relationships
A common inquiry we receive at Double the Donation centers on how to strengthen relationships with corporations that offer generous matching gift donations. Many organizations wish they had more ways to reach out to these businesses post-donation and strengthen corporate relationships. After all, doing so allows causes to demonstrate how a strong relationship could provide significant public relations benefits for companies.
In other words, matching gift programs not only double the donations of individual employees but also provide a unique opportunity for nonprofits to connect with companies on a deeper level. And in this post, we’ll explore actionable ways to use matching gifts to strengthen and grow your corporate partnerships.
These include the following practices:
- Show extra gratitude to matching gift contributors.
- Implement public recognition of matching gift partners.
- Pitch a customized, one-off matching gift program.
- Provide reporting and impact information on matching gifts.
By leveraging matching gifts in a thoughtful manner, nonprofits can go beyond immediate financial support to establish ongoing relationships with corporate partners that lead to increased engagement, visibility, and expanded support over time. Read on to find out how!
Show extra gratitude to matching gift contributors.
Does your organization have one corporation (or even a few!) that really stands out in the field of matching gift donations? It’s important that this company knows how big of an impact they’re making on the work you do—and how much you appreciate their support. Yet sometimes, a simple, albeit wonderful, acknowledgment letter is not going to emphasize your thanks enough.
So, what else can you do?
- Write thoroughly personalized thank-you messages. A personalized thank-you message goes a long way in showing that a nonprofit truly values a company’s support. Unlike generic acknowledgments, thoroughly personalized messages reflect an organization’s understanding of the company’s contributions and express gratitude in a way that feels particularly genuine. For the best results, use specifics in your phrasing, highlight employee involvement, and mention the impact their giving has on your mission.
- Host an appreciation event. An appreciation event dedicated to recognizing corporate partners who provide matching gifts can be a meaningful gesture, offering a memorable way for company representatives to feel truly valued. Whether it’s a luncheon, dinner, or a small networking reception, an appreciation event creates an environment where the company’s contributions are celebrated with a personal touch.
- Send small gifts or tokens of your appreciation. Sending a small, thoughtful gift or token of appreciation can be a delightful way to express gratitude for a company’s matching gift contributions. These gifts don’t need to be extravagant; a simple but meaningful gesture can go a long way. You can even consider branded merchandise or a mission-aligned gift, along with a handwritten note!
By focusing on one-on-one interactions and direct expressions of gratitude, nonprofits can make corporate partners feel truly valued, building the foundation for a lasting, mutually beneficial relationship.
Implement public recognition of matching gift partners.
In addition to private thanks, it’s also a good idea to celebrate your matching gift contributors out loud. After all, implementing public recognition for matching gift partners is a strategic way for a nonprofit to show appreciation for corporate support—while also amplifying awareness of matching gift programs among the company’s employees, the nonprofit’s supporters, and the broader community as a whole.
Here are a few ways organizations can incorporate public recognition into their matching gift strategy:
Press Releases
Let’s say you’re looking for ways to publicly share your appreciation for a particularly large matching gift company. One simple and highly visible form of extra thanks would be a press release to local publications. This document could include information about the circumstances of the donation, how big of a matching gift partner they are (if, for example, you have many donors who work for a company that offers matching gifts on a recurring basis), and the kind of programs and mission work the donations help progress.
The important thing here is that the company (or companies) providing matching gifts to your nonprofit organization are getting public, positive recognition for the donations they make. As a result, they’re more likely to donate in other capacities in the future when they see the kind of public acknowledgment they can get by contributing to your cause.
Social Media
This one is seemingly a no-brainer, but it’s always amazing what kind of far-reaching impact a Facebook or Twitter post can have on relationships. By thanking a corporation for their generosity with matching gifts and including the positive impact they are having on the community, your nonprofit is taking an extra (and, again, simple) step to show the company—and the public—how grateful you are for their support.
Donation Page Confirmation Screens
For the best fundraising results, your organization’s donation pages should include information about the benefits of matching gifts, along with a mention of some of the top corporate donors in the area. When you present companies that have recently contributed matching gifts to your cause immediately after donors give, it shows many of their employers’ commitment to the community. This, in turn, increases the chances an individual gets their gift matched post-donation—all while their momentum and engagement with your cause is still high.
Meanwhile, growing the number of eyes that see a corporation’s name in a positive light also increases the likelihood of forming a stronger relationship. After all, positive PR for a company (especially by a nonprofit organization) is a huge key to ensuring future collaboration.
Your Matching Gifts Page
Don’t forget to highlight examples of matching gift companies supporting your efforts directly on your dedicated Matching Gifts page, too. Remember: this resource is a centralized hub for all things matching gifts. It makes sense to publicly recognize the companies matching employees’ donations to your cause!
Check out this example of a well-designed matching gifts page from UGA:
Doing so will not only provide positive publicity for the company but also encourage your other donors to see if their employers will match their gifts.
Blog Posts
If you have a blog on your website, this can be another excellent opportunity to spotlight standout companies giving to your cause through matching gifts. And because blog posts can contain longer-form content (as opposed to, say, your Match Page or donation confirmation screen), you have more real estate to promote the companies supporting your efforts.
For the best results, these blog posts should also contain an overview of matching gift programs in general—and how individual donors can determine if they’re eligible even if they don’t see their specific company in the list. We even provide some pre-written blog articles for use by organizations like yours!
Event Recognition
If you’re promoting matching gifts at an upcoming fundraising event (hint: you should!), take the time to recognize some of the major players matching gifts to your organization.
Even if these companies are not actively sponsoring your charitable event, just mentioning the impact they have on the work you do through matching gifts (without outshining the actual corporate sponsors, of course) is going to make a difference.
Pitch a customized, one-off matching gift program.
Tons of companies are already matching gifts—but unfortunately, not all do. If you’re looking to use matching gifts as a way to build relationships with businesses that haven’t yet implemented these programs, proposing one-off matching gift initiatives can be a highly effective approach.
Start by identifying companies with a notable number of employees already donating to your organization, as these businesses may be open to encouraging employees’ philanthropic interests.
(Hint: 360MatchPro’s Top Companies report can be an excellent tool for uncovering the best prospects in your network.)
From there, approach the company with a proposal for a limited-time, one-to-one matching gift opportunity tied to a specific campaign or project. This makes it easier for the company to try out a matching program—and support your cause—without committing to the long term. As you do so, highlight how the initiative can increase employee morale, demonstrate corporate responsibility, and positively impact the communities in which the company operates.
For nonprofits, this approach can establish new corporate relationships and grow into a more permanent partnership. Furthermore, by making the company an integral part of a successful campaign, nonprofits can demonstrate the value of corporate funding, often encouraging the business to adopt or expand matching gifts in the long run.
Provide reporting and impact information on matching gifts.
Companies that offer matching gifts want to see that their dollars are making a difference—not only for their own bottom lines but for the organizations they support through the programs. Luckily, providing detailed reporting and impact summaries on matching gift contributions shows companies the tangible results of their donations. So that’s what we recommend doing!
In order to do so, consider creating tailored reports, offering data on funds raised through matching gifts, employee participation rates, and specific outcomes funded by the contributions. Visual aids, such as infographics or mission-relevant photographs, can bring these numbers to life, too.
When companies see the real-world impact of their matching gifts, it builds trust and reinforces the value of their partnership with the nonprofit. Reporting demonstrates transparency and accountability, qualities that can strengthen corporate loyalty and inspire continued, possibly increased, support.
Next Steps for Creating Stronger Relationships
Matching gifts represent more than just additional funding—they’re an invaluable bridge between nonprofits and the corporate community. By strategically engaging with matching gift programs, nonprofits can build meaningful, long-lasting relationships with corporate partners that go beyond monetary support.
Through consistent, personalized gratitude and opportunities for deeper involvement, nonprofits can transform matching gift contributors into the most loyal of advocates for their causes. And by harnessing the potential of these partnerships, organizations position themselves for long-term growth, enhanced visibility, and a wider-reaching impact that benefits both their mission and their corporate allies alike.
Good luck!
Interested in learning more about matching gifts and corporate partnerships? Check out the following additional resources:
- Top 20+ Matching Gift Companies: Leaders in Corporate Giving. Uncover the best examples of companies contributing matching gifts! Browse the list, and check if your donors work for these generous employers.
- How to Identify Corporate Partnerships [With 360MatchPro]. Did you know that our matching gift software can also be used to discover the best corporate partnerships in your network? Find out how here!
- Free Download: Improve the Donor Journey with Matching Gifts. Incorporating matching gifts effectively creates a more positive donor experience. See how your team can improve the donor journey with matching gifts in this guide.
