Nonprofit Leadership Traits

Matching Gift Participation Rates

Has your organization ever taken a look at which companies are consistently providing matching gift donations to your organization?

If you have, you may notice that a disproportionate number of matching gifts come from a select few companies.

Survey Results | Participation Varies Widely by Company:

The Chronicle of Philanthropy released a report entitled “How America’s Biggest Companies Give” which was compiled from their Corporate Giving Survey.

Employee Matching Gift Participation Rates

Key Insights on Matching Gift Participation Rates:

Insight #1: 65% of Microsoft employees request a match from the company compared to less than 15% for Xerox, Dell, and Verizon. This is a direct result of Microsoft being one of the best at communicating matching gift information to employees.

Insight #2: Pfizer leads companies in the pharmaceutical industry with over 30% of employees participating in the company’s matching gift program.

Insight #3: Matching gift programs are widely utilized by employees in the financial services sector. American Express leads the pack with 70% of employees requesting the company match at least one charitable donation.

Insight #4: Based on this sample of companies, the consumer goods sector has the lowest employee participation rates. Of the companies that provided data, Johnson & Johnson leads the sector with 25% of employees having one or more donations matched by the company.

 

Impact on your Organization’s Matching Gift Revenue: Home Depot vs. Coca-Cola:

For instance, both Home Depot (~13K Atlanta employees) and Coca-Cola (~5K Atlanta employees) are headquartered in Atlanta and offer similar matching gift programs.

One would expect Atlanta based nonprofit organizations to receive a significant number of matching gift donations from each of these companies. Unfortunately that doesn’t appear to be the case. The majority of nonprofits we’ve spoken to self-report far more matching donations from Coca-Cola compared to Home Depot each year. **

 

So what causes this discrepancy?

Organizations typically explain this phenomenon by talking about the number of employees each company has in the area. While it’s true that a company with a major presence in a city is more likely to provide a larger number of matching gifts, there’s an even more important factor.

How well a company internally promotes matching gifts dictates how likely an employee is to know about the program and submit matching gift requests.

We know it doesn’t take a genius to come up with the above statement, but it’s true. So many employees at companies with matching gift programs have no idea their employer offers a program. If an employee / donor lacks knowledge of their company program, there’s no way they’ll submit a matching gift request.

 

Closing the Gap:

Although your organization can’t change how widely companies promote matching gifts to their entire employee base, you can greatly influence the percentage of your donors who submit matching gift requests.

If you raise awareness and make it easy for your donors / their spouses to submit matching gifts, you can increase matching revenue.

We recommend nonprofits promote matching gifts in three locations:

  1. In the donation process
  2. Across your website
  3. In your communications

If you effectively promote employee matching gifts to your donors, you can overcome low participation rates.

Data Sources:
*Based upon a publicly available survey of companies which was conducted by The Chronicle of Philanthropy.
**Based on our conversations with membership and development managers at select Atlanta organizations.

Matching Gift Acknowledgement

Team Volunteer Grants | Volunteers and Grants, the Best of Both Worlds

You’ve probably already heard of employee matching gift and volunteer grant programs, but has your organization looked into the benefits of corporate team volunteer grants?

What are corporate team volunteer grants?

Team volunteer grants are corporate giving programs in which a company provides a monetary donation to nonprofits when a group of employees volunteer together.

Corporations offer these programs to promote team building and community service.

These corporate grant programs have the potential to be a win-win for everyone involved. If your organization can design appealing opportunities for groups of corporate employees to come out and volunteer, everyone wins!

  • Your organization receives volunteer support from a group of individuals
  • The group of employees has an enjoyable and rewarding team-building event
  • The corporation gets to give back to the community
  • Your organization receives a grant from the company

Examples of team volunteer grant programs:

AMD Team Volunteer Grants

AMD:

Through Advanced Micro Devices’ Grant Incentives for Volunteer Efforts (GIVE), the company provides grants of $15 per hour volunteered when individual employees volunteer with a nonprofit.

To make AMD’s volunteer incentive program even better, the company provides grants when groups of employees volunteer together. Through AMD’s Team Development Grants, when teams of five or more employees volunteer together for at least 10 total hours (2 hours each), the school / organization is eligible for a $500 grant.

Learn more about AMD’s volunteer grant programs.

 

CarMax:

CarMax Cares Team Volunteer GrantThrough The CarMax Foundation, an Associate can make a team-building event more impactful. When groups of employees volunteer together they’re able to earn a grant from The CarMax Foundation for the nonprofit they’re volunteering with.

Volunteer Team Building Grant amounts are:

  • $500 for eligible donation drives (excludes blood drives) or when five-24 Associates volunteer (see below for runs and walks)
  • $1,000 when five or more Associates participate in a run or walk benefiting an eligible non-profit
  • $1,000 when 25 or more Associates volunteer

Even better is that most of the above grants are doubled for activities taking place in June in celebration of CarMax Cares Month.

Learn more about CarMax’s volunteer grant programs.

 

IBM:

IBM offers both individual and team volunteer grants.

When IBM employees and retirees volunteer individually they are eligible for up to $3,500 in technology grants or $1,000 in cash awards a year for organizations where they regularly volunteer. Employees must volunteer for a minimum of 8 hours a month for five months.

Groups of IBMers or retirees who volunteer together may request up to $7,500 in IBM equipment grants for eligible schools and not-for-profit organizations.

Learn more about IBM’s volunteer grant programs. 

 

Xcel Energy Volunteer Grants

Xcel Energy:

Xcel Energy offers multiple types of employee giving programs. Through Xcel Energy’s individual volunteer grant program, the company provides grants worth $10 per hour volunteered when an employee volunteers with a nonprofit. The company also matches up to $2000 of employee donations to a wide range of nonprofits.

Through Xcel Energy’s team volunteer grant program, when teams of six or more employees participate in a community volunteer project, Excel Energy will donate $500 to the associated nonprofit.

Learn more about Xcel Energy’s volunteer grant programs.

 

Kohl's Volunteer GrantsKohl’s:

When a minimum of five Kohl’s Associates from one location volunteer at least three consecutive hours of their time with a qualifying organization, the nonprofit is given a $500 grant.

Learn more about Kohl’s team grants.

 

Verizon Volunteer GrantsVerizon:

Verizon provides individual volunteer grants worth $750 when an employee volunteers for 50 hours and matches donations up to $5,000 per employee per year.

But perhaps the greatest award comes through Verizon’s team program, where teams of 10 or more Verizon employees who collectively raise funds for a nonprofit or school can have their funds matched up to $10,000 per team and event.

Learn more about Verizon’s volunteer grant programs.

 

Walmart:

Walmart Team Volunteer Grants

Walmart provides $250 for each individual in their volunteer grant program who volunteers at least 25 hours and allows up to four individual grant requests per year.

When five or more associates volunteer at least an accumulated 25 hours, Walmart will grant the team $500. Also, Walmart associates from any department or any facility can volunteer together as a team. Walmart will grant up to $5,000 if associates make a team of 50 volunteers, and each department or facility may submit up to four team grant requests per year.

Learn more about Walmart’s volunteer grant programs.


Team volunteer grants can be a great way to raise additional funds for your organization.

For more information on team volunteer grants, check out Double the Donation’s additional resources:

When planning your corporate giving strategy, take a look at these companies with unique matching gift programs.

Companies with Unique Matching Gift Programs

Oftentimes, companies try to outdo one another with their generous matching gift programs. They may flaunt that they established their program first or that their company offers a higher match ratio.

Companies and nonprofits alike could bicker for days and not come to a conclusion about what makes the best matching gift program. Truthfully, all matching gift programs are equally great. Corporate giving supports employees’ passions and gives more to nonprofits, which also helps entire communities. The differences between each program define them, but do not make any one program better than the others.

However, what several matching gift programs do is offer creative incentives to get more employees involved. Plus, corporate giving helps companies out, too. Remember, companies want to give back to their communities, so don’t exclude corporate philanthropy from your nonprofit fundraising strategy. Let’s look at a few of these generous companies with unique programs, such as:

  1. British Petroleum
  2. CVS
  3. Expedia
  4. General Electric
  5. Great-West Lifeco
  6. HP, Inc.
  7. Additional Companies

There’s a number of creative ways that businesses get their employees more involved in charitable giving. The ideas differ, but they all do a great job of helping nonprofits raise their fundraising revenue.

British Petroleum

BP is a unique matching gift company that gives employees $300 to donate to nonprofits every year.Each year, BP gives employees $300 to donate to nonprofits of their choosing. That’s it—no strings attached. BP is committed to helping local communities, and they let employees feel more involved by letting them choose where the money goes. This program, known as the Fabric of America Program, is open to every current BP employee.

BP also runs a matching gift program that matches up to $5,000 worth of donations per employee at a .63:1 ratio. Additionally, the company offers a volunteer grant program where employees can receive $10 per hour volunteered, starting at 25 hours. Although there is a limit of $5,000 per employee annually, this is still a considerable amount.

Learn more about BP’s matching gift program.

CVS Health

CVS is a company with a unique matching gift program that matches its employees' peer-to-peer fundraising efforts.Some companies, such as CVS, want to prioritize certain forms of giving. CVS incentivizes its employees to raise money for nonprofit events, also known as peer-to-peer fundraising. To encourage volunteerism, the company matches the donations raised by employees for up to $1,000. The minimum required donation amount to receive a match is $250.

For teams of volunteers, they offer separate grant requirements. When five or more CVS employees fundraise for an eligible organization together, CVS will match up to $5,000 with a minimum of $500.

The minimum amount requirement allows CVS to make sure that employees truly care about the events they choose to support. Also, this ensures that there are enough funds to match the generous contributions of all philanthropic employees.

Learn more about CVS’s matching gift program.

Expedia

Expedia, a company with a unique matching gift program, matches employees' donations worldwide.Matching gifts aren’t just for American companies. Expedia has employees in over 30 countries, but for a long time, they did not match donations to nonprofits in all of those locations.

Now, Expedia matches donations to eligible nonprofits across the globe! Donations are matched at a 1:1 ratio, and employees can request matches on as much as $4,000 worth of charitable gifts per year.

Through the Expedia Cares Program, employees can give back to their communities in a number of ways, such as through matching gifts, volunteer grants, and even a global ambassador program.

Learn more about Expedia’s matching gift program.

General Electric

General Electric offers a unique matching gift program that offered the very first match program.In 1954, General Electric started the first matching gift program, leading the way for other businesses to follow. Since then, the company has donated over $1 billion in matching gifts. GE is a matching gift leader for being first, and for staying at the top of the pack for all this time.

Through the GE matching gift program, employees may request matching gifts up to $5,000 per year at a 1:1 ratio. GE’s 60+ years of matching gift history and generous matching gift limits are admirable and put the company in its own category.

However, remember that all matching gift programs are unique. Not only do match ratios and requirements vary by the employer, but not every company offers corporate giving. Because of this, when these programs are offered, employees and nonprofits should use them!

Learn more about General Electric’s matching gift program.

Great-West Lifeco

Great-West Lifeco is a company with a unique matching gift program that offers fundraising matches.Like the other major companies on this list, Great-West offers a unique giving program. Specifically, they offer two matching gift options:

For personal financial matches, employees can make personal contributions to eligible nonprofits, and Great-West will match those donations up to $5,000 annually.

For fundraising matches, employees can raise money for nonprofits through fundraisers, such as charity walks and runs, and Great-West will match those donations up to $1,500.

By giving employees multiple ways to give, Great-West encourages more community involvement. By matching gifts, employees are incentivized to give knowing their involvement will deliver double the positive impact.

Learn more about Great-West’s matching gift program.

HP, Inc.

HP, a unique matching gift company, gives back to nonprofits through its Good Cards program.Employing more than 55,000 people, HP is a leader in the information technology sector. It’s also a leader in the matching gift world, specifically through its Good Cards program.

Each quarter, every employee who volunteers for at least 10 hours receives a $50 grant. Employees can donate this $50 to a charity of their choosing. Plus, HP also offers a generous matching gift program where it’ll match philanthropic employees’ donations up to $2,500.

Learn more about HP’s matching gift and volunteer grant programs.

Additional Companies with Unique Matching Gift Programs

While these companies do offer unique philanthropic programs, so do several other companies! Keep your eyes peeled for the following generous employers with unique programs:

  • Microsoft – This major company is well-represented in the philanthropic world. Since 1983, it’s hosted an annual Giving Campaign that makes a considerable impact on eligible nonprofits. It also hosts another program called Hack for Good which tackles pressing societal problems.
  • RealNetworks – RealNetworks matches employee donations at a 1:1 ratio for up to $10,000. That’s a whole lot of good, but RealNetworks doesn’t stop there. After five years with the company, employees receive a $500 grant that can be given to any eligible nonprofit.
  • Soros Fund Management – Because this successful company employs less than 500 people, they can afford to offer higher match ratios. They offer a 3:1 match on eligible donations up to $100,000 annually. They also match partner donations at a 2:1 ratio up to $300,000 per calendar year.

Make sure to stay up-to-date with your donors’ employers. You may come across even more unique programs!


Learn how Double the Donation can help your nonprofit pinpoint companies that have unique matching gift programs.

How a Matching Gift Database Can Help

While these programs are certainly unique, not all of them match donations made to every organization. To find out your organization’s eligibility, you’ll need to implement the help of a matching gift database like Double the Donation.

Double the Donation works with organizations across the country. The search tool, which can be embedded across your online fundraising channels, allows nonprofits to maximize corporate giving revenue by doing the following:

  • Enables donors to search their employers.
  • Provides users with up-to-date information on companies (e.g. forms, requirements, etc.).
  • Clearly explains both common and unique program guidelines.

For larger organizations, 360MatchPro by Double the Donation streamlines the process even more. It automatically recognizes match-eligible donors, follows up with them, drives the match to completion, and creates an automated corporate giving plan for you. Both databases are filled with corporate giving info on more than 20,000 companies.

Think your organization can benefit?


Plenty of companies offer matching gift programs, so it’s important for nonprofits to promote corporate giving to donors. One of the biggest reasons that nonprofits fail to raise money from matching gifts is a lack of awareness for corporate giving. In fact, $4 to $7 billion dollars worth of potential matching gift funds goes unclaimed each year.

Don’t let your nonprofit add to that statistic. Now that you know how to pinpoint these opportunities, get started boosting your matching gift potential!

Learn about several ways for marketing matching gifts.

Marketing Matching Gifts: The Complete Guide

Earth may have always been spherical, but it took the Greek philosopher Pythagoras until the 6th century BC to dispel the myth of a flat world. Likewise, matching gift programs exist, but a lack of donor awareness could be holding your fundraising back.

The most common reason why people don’t submit matching gift requests is that they don’t know if their employer offers such a program. Corporate giving is a big deal, and promoting these revenue opportunities to donors can substantially increase your donations.

In fact, mentioning matching gifts in fundraising appeals results in a 71% increase in response rate and a 51% increase in the average donation amount. Not only do matching gift programs double donations, but they also encourage donors to increase their original gift, making the matched gift larger, too!

Nonprofits need every dollar they can grab, and matching gifts are an effective way to increase your fundraising without demanding much out of donors. Submitting matching gifts is an easy 5-minute process, and marketing matching gifts doesn’t have to be difficult, either.

To boost matching gift revenue, focus on your outreach via:

  1. Website
  2. Email
  3. Social media
  4. Internal promotion
  5. Direct mail
  6. Matching Gift Database

Incorporating corporate giving into your outreach strategy can put you on the path to reaching your fundraising goals. Let’s get started!

Use your website as a starting point for marketing matching gifts.

1. Website

As with any modern organization, your website is the first impression someone has of your nonprofit. Make it count.

A website is much more than just a homepage, and with donors often choosing the convenient route of donating online via credit cards, you have endless opportunities to promote matching gifts.

Your website is your home on the internet, and it’s where you’re required to host people every day. While many visitors are strangers, the goal is to impress everybody and to make sure that all parties leave feeling satisfied and looking forward to their next visit.

The best time to promote matching gifts is when your donors are actually making their donations. There’s no time like the present, and if people are already in giving moods, then why not inform them about how they can give twice as much?

Depending on the size of your organization, there are a few common ways to promote matching gifts online.

Dedicated Matching Gift Page

As you learn more about corporate giving, share this knowledge with your supporters. That way, they’ll know their impact can be multiplied without reaching back into their own pockets.

Donors require a landing page where they can learn about matching gift programs and discover if their employers participate in corporate giving. A dedicated matching gift page can communicate relevant facts, such as matching gift statistics or annual donation numbers, and also allow donors to search for information.

It could even be as simple as stating what matching gifts are. If you subscribe to a matching gift service like Double the Donation, include relevant tools on this page, too.

Dedicated Matching Gift Page from Goodwill

A dedicated matching gift page is a great tactic for marketing matching gifts.

A functional website is necessary for every organization, because it’s a great place to market revenue opportunities like matching gifts. All nonprofits should accept online donations, so incorporate matching gift marketing alongside regular donation calls-to-action on your website.

The goal is to give donors a place to both learn about matching gifts and to be spurred into action to submit the necessary forms. Learn more about creating a dedicated matching gift page before creating your own!

Ways to Give Page

A Ways to Give page is where people learn about all of their donation options to your nonprofit. From regular donations to fundraisers to matching gifts, there are a ton of ways to support your organization, and you want to advertise them all.

Additionally, people will be more likely to give if you accommodate their preferences by offering multiple donation options!

Ways to Give Page from Center for Puppetry Arts

Use your Ways to Give page to market matching gifts to your supporters.

Don’t forget to include matching gifts on your Ways to Give page. Instead of making donors research their employers on their own, give them the tools they need, because this can lead to a major increase in fundraising. Learn how to create a Ways to Give page or revamp your current page to better market matching gifts.

Navigation Bar

In addition to using dedicated matching gift pages, you can tell donors about these programs across your website. By including a section specifically about corporate giving, you allow users to access that information anywhere on your website.

Plus, if someone’s browsing your website and has never heard of corporate philanthropy, simply seeing there’s a page about it may spark curiosity.

Navigation Bar on the Homepage of Lafayette Partners in Education

Try marketing matching gifts across your website via the navigation page.

Banner ads function as proverbial advertisements on any webpage, and a link in your navigation bar allows donors to intuitively discover matching gifts. The links should lead to a dedicated matching gift page, where you can inform donors about all the nitty-gritty matching gift details.

Implementing matching gift promotion across your website is a major step in boosting your revenue. Don’t overlook it!

Blogs

Organizations often use blogs to keep supporters updated on their efforts. Blogs tell your nonprofit’s story, so why not also share ways for donors to double their donations so that you can keep telling that story?

They’re a great way to start the conversation about corporate giving while also evoking emotion in readers. For instance, tell in-depth stories about the importance of matching gifts while educating people on how to submit the necessary forms.

Even just including a graphic that advertises matching gifts on the side of a blog post can help to increase awareness.

Posting insightful stories about matching gifts is a straightforward promotion strategy. In fact, some matching gift services (like Double the Donation) offer prewritten matching gift articles that you can use.

Takeaway: Your website is the one place where most donors come to learn about your mission and, ultimately, make a donation. Promoting matching gifts on your website is a great way to encourage donors to give more and make a matching gift request.

Email is an effective way for marketing matching gifts.

2. Email

Email outreach is a vital component of online giving. Email provides instantaneous outreach to donors, so you can essentially say, “Hi. What’s up? Have you thought about matching gifts today?” Then, people can reply just as quickly. Snail mail cannot keep pace, and at $0.55 a stamp, why would you pay to slow down?

Acquiring matching gifts through email is a lot like a game of chess. There are multiple pieces that all do different things, and while one piece could win the game all on its own, it’s more likely that a focused strategy and a team effort will produce optimal results.

Success hinges on a well-paced, steady procession of the right moves, not reckless bombardment of emails. There are a few ways you can effectively market matching gifts through email, and we’ll walk you through them.

Newsletters

With enough space to write a little blurb or even a full article, newsletters are a great place to educate donors about matching gifts. In fact, you can even send a newsletter dedicated to matching gifts.

When newsletters have one goal, readers are less likely to get distracted by other information. That way, you ensure no one will miss the important announcement.  Otherwise, when designing your newsletter, make sure to prominently feature each announcement in its own section.

Email Newsletter from CASA

A dedicated newsletter is one way to market matching gifts.

Remember, a newsletter dedicated to matching gifts is the best strategy, but splitting space with another topic or including a matching gifts graphic in a newsletter about another topic can work, too. Loyal donors read your newsletter, so it’s a good place to provide in-depth information about the benefits of corporate giving.

Acknowledgement Emails

When your nonprofit receives a gift, you should always say thank you. Your donation ackowledgement email is also a great time to promote matching gifts. The donations are 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.

Plus, you can automate this type of email and ensure every donor receives this important announcement.

Acknowledgement Email from the Kitten Rescue Club

Acknowledgment emails are a great way to market matching gifts to your donors.

Well-designed acknowledgement emails thrive because you can provide links to dedicated matching gift pages using text or graphics. They catch the eye of readers and allow you to engage with them.

Email Signatures

Chances are that you send a ton of emails. Every message is an opportunity to promote matching gifts. An email signature typically includes contact information, but it’s also a great place to promote matching gifts.

A simple blurb or a flashy graphic about corporate giving can increase awareness and be the needed push for donors to take a quick five minutes to submit matching gift requests. Before doing this, learn how to use your email signature to promote matching gifts.

Takeaway: Whether you market matching gifts in your email signatures, newsletters, or acknowledgement letters, emails allow you to showcase matching gifts in a prominent way.

Social media is great for marketing matching gifts, because you have a much larger audience.

3. Social Media

People flock to social media to discover the internet’s best content. You don’t need to produce viral posts every day, but if you want to promote matching gifts, you do need to provide compelling and engaging information on a consistent basis.

There are as many social media outlets as there are stars in the universe (give or take a few), so it’s best to focus on the sites most relevant to promoting your matching gift program: Facebook and Twitter. Both platforms require a nuanced approach.

Why should you focus on matching gift marketing efforts on social media? How do you maximize your social media efforts? Can this all be done without shelling out a sizable sum for featured advertisements? Social media is a vital, contemporary marketing approach through which you will see results without breaking the bank. You just have to be aware of the most up-to-date best practices.

Facebook Post from the National Kidney Foundation

Use your nonprofit's social media accounts to market matching gifts.

Whether or not you employ a matching gift service, a simple tweet or Facebook post can spread the word to donors. When revamping your social media strategy, learn the best practices for posting about matching gifts on social media.

Year-End and New-Year Appeals

Donations have lifespans, so you need to promote matching gifts to eligible donors before the clock runs. In other words, a supporter can’t donate in 2016 and submit a matching gift request for that donation in 2019. Each company has its own deadline, so stay up-to-date on your donors’ employers.

Year-end and new-year appeals remind donors of impending matching gift deadlines. This time of year, known as giving season, is when your nonprofit should be most active in promoting matching gifts. To reach the widest audience, social media is a great way to spread the word to your supporters.

End of Year Appeal from the Kids & Art Foundation on Twitter

Take your giving season appeals to social media to better market matching gifts.

While these appeals can be made via social media, email appeals allow you to chronicle the exact deadlines and provide more depth about the importance of submitting matching gift requests before it’s too late.

Takeaway: Social media is a great way to keep people up-to-date on your nonprofit’s campaigns. However, this medium can also be used to promote matching gifts. Just be sure to link to a place where donors can learn more information.

Turn to internal promotion when marketing matching gifts.

4. Internal Promotion

Employees of any nonprofit should believe in their organization’s mission wholeheartedly, and they should be encouraged to discuss their good work.

Why else would a person dedicate their life to any profession? Yes, some people work for money, but in the nonprofit sector, the ultimate goal is not to make a profit. Rather, the goal is to deliver a positive effect on the world. Here’s how the process works:

Marketing matching gifts is a straightforward process.

By following this straightforward process, you can ensure your team is doing the best job possible acquiring matching gift funds.

Remember, internal outreach encompasses all areas of your nonprofit, including staff, donors, volunteers, and so on.

Matching Gift Team

To fully implement matching gifts in your fundraising strategy, form a matching gift team. First, identify a leader. Then, pull people from marketing, volunteer coordinating, and all departments in order to streamline your matching gift processes and implement a culture of matching gifts.

With someone in charge of the process, you ensure that matching gifts are promoted to all donors. Plus, there will always be someone to answer donors’ questions about how or why matching gifts matter.

With your matching gift team in place, it’s time to execute your strategies. There are the typical marketing mediums, such as email, social media, and print advertising, but don’t forget about word of mouth.

By knowing more about matching gifts, your staff and supporters will naturally spread the word about corporate giving. Informing your internal staff about matching gifts reminds them to tell both each other and supporters about matching gifts. While your website, emails, or social media accounts might grab someone’s attention, nothing spurs a person to action quite like spoken assurance from a trusted face.

Strategies to internally promote matching gifts all start with a dedicated matching gift coordinator or team, but these people need to spread the word and share the responsibility with everyone who is involved with your nonprofit.

A dedicated matching gift staff addresses specific roles in the matching gift process and is intended to get all of your matching gift efforts streamlined. That way, your nonprofit will bring in more corporate-matched donations than ever before.

Internal promotion may be the most effective strategy for promoting matching gifts. When your entire team of supporters knows about matching gifts, these individuals can spread the word to your community. Before forming your team, learn more about matching gift team execution.

Takeaway: Hiring a matching gift expert (or team) will ensure that you have a point of contact for everything matching gift related. This can lead to better outreach and marketing strategies for matching gifts.

When marketing matching gifts, don't overlook the benefits that come from direct mail appeals!

5. Direct Mail

While electronic communication is a quick outreach strategy, some donors prefer communication via direct mail.

Direct mail includes letters, postcards, paper inserts, newsletters, and return envelopes. All of these might sound like archaic forms of marketing, but when you’re marketing matching gifts both online and offline, you’re reaching a wider audience, which means more matching gifts.

Is paper marketing out of date? No, it’s not. In fact, there are a number of donors who prefer the personal touch of tangible mail. Plus, you don’t have to handwrite every letter or envelope. Take the following postcard for example:

Matching Gift Postcard from the University of Michigan

A postcard like this is an effective way to market matching gifts.

When people read paper mail, as opposed to email, they might be reading the same content, but interaction with physical ink and paper does something to help people better remember what they’re reading. Common sense would advise that you don’t just want people to read about matching gift programs, but that you want people to remember them.

The debate between paper communication and technological communication has raged on for years, and the dispute is analogous to deciding between print versus online marketing. Nonetheless, employing both types of marketing works best.

Takeaway: Your matching gift marketing strategy should include direct mail. Some donors will prefer learning about corporate philanthropy programs by reading something tangible.

A matching gift database gives you insight into your revenue opportunities so you can create a better plan for marketing matching gifts.

6. Matching Gift Database

Employing a matching gift database opens the door to a multitude of revenue opportunities. With Double the Donation’s matching gift platform, you can embed this industry-leading matching gift database directly on your website and donation forms.

With Double the Donation, donors can easily discover whether they’re match-eligible. All it takes is incorporating the tool across your online fundraising channels. By adding Double the Donation to your tech toolkit, you’ll boost your revenue opportunities. Specifically, the tool:

  • Enables donors to search over 20,000 companies.
  • Provides all available information and forms on companies’ programs.
  • Allows your nonprofit to recognize match opportunities instantly.
  • And more!

For larger nonprofits with an already-existing matching gifts solicitation strategy, an automated tool may be the way to go.

For example, 360MatchPro will automatically discover whether a donor is match-eligible. Then, the software will send marketing communications to match-eligible donors informing them of available matching gift or volunteer grant opportunities. For nonprofits looking to grow their matching gifts solicitation, this is a great solution.

Think the software might be a good fit for your organization?


Marketing matching gifts means using a variety of strategies in order to increase fundraising. Simply employing one outreach tactic is not enough. Plus, using more outreach channels means higher revenue opportunities.

Get started implementing these strategies in your fundraising strategy. Then you can hold a hulking sphere of cash and use it to do some good for the world!

GuideStar Articles Matching Gifts

Feature Matching Gifts on Your Nonprofit’s Ways to Give Page

A ways to give page is where your donors can access the complete list of options for donating to your nonprofit. Those options might include regular donations, volunteering, matching gifts, and more. A good ways to give page promotes the breadth of a nonprofit’s donation options.

Example: Cure JM’s Donation Options / Ways to Give Page
(http://www.curejm.org/donate/index.php)

Cure JM ways to give page

Cure JM has two giving options: you can donate or you can apply for a matching gift. The matching gift box is large, easy to read, and is well-integrated into the page layout. Users don’t have to dig around for matching gift information because the Double the Donation widget jumps right out at them.

Organization is vital to a successful ways to give page, as further demonstrated by Alliance Theatre’s page:

Example: Alliance Theatre’s Ways to Give Page
(http://alliancetheatre.org/content/individual-giving)

Alliance Theatre ways to give page

Alliance Theatre’s giving options are visible, legible, and, while they all adhere to a standard format, each stands out as its own entity. Alliance Theatre’s matching gift link is nothing fancy and doesn’t jump out as much as Cure JM’s, but it’s clean and works with the page’s color scheme and format. There is no clutter and it’s easy to recognize the presence of several giving categories.

If you have time to be a rock star, here’s an awesome ways to give page from the Colon Cancer Alliance:

Colon Cancer Alliance ways to give page

You want to showcase your giving options in a clean, conspicuous manner. Graphics and simple text, as used here, do a great job of accomplishing that mission. The general idea is to promote matching gifts on your website to increase donations. Worry about function first and aesthetics later.

When you click the matching gift links on any of the above ways to give pages, where do they take you? The dedicated matching gift page for each organization, of course.

Example: National Kidney Foundation’s Dedicated Matching Gift Page

National Kidney Foundation page

Learn more about dedicated matching gift pages with our comprehensive guide.

As for ways to give pages, they promote the full range of your donation options, so be sure to include matching gifts. A lack of awareness is the number one reason why donors fail to submit matching gift requests.

Matching Gifts Social Media

Feature Matching Gifts in Your Nonprofit’s Facebook and Twitter Posts

An article from Forbes revealed that, “92% of marketers claimed that social media marketing was important for their business, with 80% indicating their efforts increased traffic to their websites.” If you’re trying to raise awareness for matching gift programs, social media offers fruitful options.

Websites such as Facebook and Twitter allow you to appeal to your decidedly tech savvy audience, which, in our technologically reliant world, could be a bulk of your donors. Furthermore, a sizable online following offers social proof that your nonprofit is both credible and well-respected.

Marketing matching gifts through social media is both its own step and a conglomeration of all your social media tactics. Let’s take a look at the Twitter profile of CASA Pikes Peak Region to see social media versatility in action:

CASA twitter feed

The tweet in the green box is an example of straight pitching matching gift programs. This is the actual call-to-action, and this is what you need to do on social media to increase matching gift awareness. The other tweets all help to build follower interest, so, when this matching-gift-specific tweet gets posted, people actually pay attention to it because they’re emotionally engaged with both the organization and the content that they share.

You can’t market matching gifts all of the time, and you shouldn’t, as your followers will grow bored. Share meaningful material and build relationships so that when the time for marketing comes it feels organic and unimposing to your followers.

What types of posts best spread the word about matching gifts? There are more social media sites than you could ever use, so we’ve selected the two main players. You’ve likely heard of these sites, and we’ll provide concrete examples of posts that will engage donors.

Facebook

Facebook algorithms pick up on gimmicks, so, unless you pay to promote your content, you need to remain abreast of what Facebook will prioritize and what they will hide.  With tens of thousands of possible posts to present each time a user logs on, Facebook continuously tweaks its standards for what content people see.

Facebook communications director Brandon McCormick told Businessweek that, “People would rather see posts about a sale, or a new pair of pants that’s come in. Keeping the posts relevant to the kind of business that you have is really important.” In essence, stay on task with your content in terms of what people want to see and who you are as a nonprofit. Talk about matching gift programs, but in a creative way.

Example Facebook post from the Charcot-Marie-Tooth Association (CMTA)

Matching Gift Facebook post

CMTA include both a link to their matching gift page and a conspicuous graphic. It’s hard to miss their appeal for matching gifts and it is simple to navigate to the applicable matching gift webpage.

Example Facebook post from the Lazarex Cancer Foundation

Lazarex Facebook post

Lazarex provides on-point text and a graphic that links to their matching gift page. Promotion need not be any more complicated than this.

Example Facebook post from the National Kidney Foundation

Facebook Matching Gift Post

If a matching gift post could be a rockstar, this would be Kurt Cobain. Much like the CMTA post, the National Kidney Foundation combines informative text with an attention grabbing graphic, but look at all those Likes, Comments, and Shares.

The graphic is split in two, with the question mark grabbing the attention and the white text holding the attention. Chances are that most people will check out the graphic first, but then they’ll likely read the text above, too, and see the link. That link takes donors to a dedicated matching gift page, which is a crucial step towards landing more donations. Donor engagement with this post helps it to appear on more newsfeeds, so more donors become aware of matching gifts, which should lead to increased fundraising success. You want to go viral.

Additional Matching Gift Facebook Post Templates

  • We sincerely appreciate all donations to [Your Organization’s Name]. Did you know that your generosity has the potential to be doubled, tripled, or even quadrupled? Check to see if your employer offers a matching gift program. [Insert Your Double the Donation Matching Gift URL]
  • A huge thanks to all of our donors, and a double thanks to those who submitted matching fund requests. Does your employer offer a matching gift program? Check today. [Insert Your Double the Donation Matching Gift URL]
  • What do Microsoft, Bank of America, IBM, and Verizon have in common? They all match employee donations to nonprofit organizations. If you donate, or have donated, to us and work for one of these four companies, your employer will double your donation. Many major employers offer similar programs. Search to discover if your employer offers a matching gift program, as well as to gain access to program guidelines, how-to instructions, and relevant forms. Thank you for taking five minutes to double your donation. [Insert Your Double the Donation Matching Gift URL]

In addition to text, graphics help to grab readers’ attentions. If your image doubles as a clickable link, that’s even better.

Double the Donation clients can access a variety of pre-made and ready-for-Facebook (and Twitter) graphics here.

Twitter

140 characters is not a lot of space, but it’s enough room to get creative about matching gift appeals.

Example Twitter post from the Center for Puppetry Arts

Center for the puppetry arts twitter

No need to complicate matters. A concise call to action and a link is all you need.

Example Twitter post from the Hereditary Neuropathy Foundation

HNF tweet

The tweet’s link sends the donor to the below dedicated matching gift page, which you can learn more about with our comprehensive guide.

Example dedicated matching gift page from the Hereditary Neuropathy Foundation

HNF page

The link is the tweet’s call to action in action. The goal is to earn a click in order to take donors to where it’s a simple five minute process of discovering if their employers match gifts and submitting the necessary forms.

Additional matching gift Twitter post templates

  • Did you donate to us in 2014? There’s still time to submit a matching gift request to your employer. Click, don’t scroll! [Insert Your Double the Donation Matching Gift URL]
  • It takes only a few minutes to submit corporate employee matching gift forms. Have you submitted yours? [Insert Your Double the Donation Matching Gift URL]
  • It’s February – do you love us? We love you, too! Click here to see if your company will double your donation:  [Insert Your Double the Donation Matching Gift URL]

Facebook has the largest community. Twitter is the modern way donors stay up to date with the organizations they care about. Leverage your social following with well-crafted posts and you can increase corporate matching donations.

GuideStar Articles Matching Gifts

Matching Gift Online Submission Process – Example Using Home Depot’s Website

Have you ever wondered what the actual online matching gift submission process is like for donors?

If so, this article is designed to shed light on the steps your nonprofit’s donors take when submitting a matching gift online.

Typical Online Matching Gift Submission Process for Donors:

While the online submission process can vary by company, it typically involves the following steps:

  1. Employees log into the company’s matching gift submission website
  2. Employees search for the nonprofit they donated to
  3. Employees select the nonprofit from the search results (if not found, they enter the organization’s information)
  4. Employees register their donation
  5. Employees submit the matching gift request

 

Step-by-Step Overview of Home Depot’s Online Matching Gift Process:

While some employers develop their own matching gift submission process internally, most contract it out to one of the main companies that administers matching gift programs on behalf of companies.

The following screenshots are for Home Depot’s electronic submission process and are representative of the process for employees of most large companies with matching gift programs.

Step #1: Employees log into the company’s online matching gift submission website.

Begin the Electronic Matching Gift Submission Process

 

Step #2: Employees search for the nonprofit they donated to.

Locate the Nonprofit in the Matching Gift Online Submission Process 

Step #3: Employees select the nonprofit from the search results.

Select the Nonprofit which will Receive the Matching Gift 

Step #4: Employees enter information about their donation.

Register the Matching Gift Request Online

 

Step #5: Employees submit the matching gift request.

Submit a Matching Gift Request Online

That’s it! Just those quick five steps and the donors have done their parts. The rest of the process involves your nonprofit verifying to the companies that the donations were made and then the companies issuing the matching funds.  

Microsoft Matching Gift Figures

Incorporate Matching Gifts Into Your Prospect Research

Prospect Research Teams Should Incorporate Matching Gift Information into Prospect Profiles

If prospect research is the eyes that spot the prospects then matching gifts are the hands that grab the donations. Of course, you can receive gifts without doubled donations, but you shouldn’t let easy money slip through your grasp. Prospect research can unveil a world of new prospects, and matching gifts allow you to maximize those generous gifts.

Matching Gift Basics

Matching gift programs are charitable giving programs run by corporations in which the companies match employee donations to eligible nonprofit organizations.

For example, if a donor works for Bank of America and donates $250 to a K-12 school, university, or 501(c)(3) organization, Bank of America will “double the donation” by writing a check for $250 to the same nonprofit.

Learn more about the basics of matching gifts >

Prospect Research Basics

Prospect research educates your organization about donors and potential donors, so you may evaluate an individual’s potential to support a specific nonprofit. Data is the key to allocating your limited resources such that you generate the largest ROI for your nonprofit organization.

Consider this example from Ryan Woroniecki:

“A donor with major giving potential may have given an average-sized gift to a crowdfunding campaign (say, $50). This donor may be willing to give a lot more to your nonprofit but hasn’t so far because crowdfunding campaigns generally ask for smaller donations.

If you base your appeal on their current giving, rather than their potential, you may ask for a gift in the same range ($50 – $70).  A donor isn’t likely to give a gift that’s significantly larger than what you ask for. As such, you’d be leaving hundreds, even thousands, of dollars on the table simply because you didn’t ask for more.”

Missed opportunities like the example above are the exact reason why it is crucial that organizations take the time to examine their donor pool. With the help of prospect research, you’ll be able to sift through your donor database and segment supporters based on giving potential.

A variety of information is examined when conducting proper prospect research. This includes:

  • Previous donations to your nonprofit – Who has donated to your nonprofit? How often do these people donate? How much do they give?
  • Donations to other nonprofits – Where else does the prospect make philanthropic contributions?
  • Political giving – Does the prospect donate to political campaigns?
  • Nonprofit involvement – Is the prospect a board member for other nonprofits?
  • Real estate ownership – If the prospect owns real estate, what is the value of that property?
  • Business affiliations – What does the prospect do for a living? Is he involved in subsidiary ventures or corporate boards?
  • Securities and Exchange Commission (SEC) insider stock transactions – In what companies and how heavily does the prospect invest?
  • Personal information – Hit the basics: contact information, marital status, and personal interests.

This prospect research data provides valuable fundraising benefits, such as:

  1. Refines major gift prospect outreach – Your hardworking staff only has so much time. With prospect screening, your organization can quickly prioritize outreach efforts to donors according to their affinities for your nonprofit and their capacities to give. This permits staff to focus more of their efforts on bonding with major donors.
  2. Converts annual fund donors into major gift prospects — With the time you’re not spending on prospect research, your team can focus on donors who can or have made large charitable donations.
  3. Identifies planned or deferred giving prospects – If planned giving is not one of your strong suits, prospect screening reveals solid candidates for bequests.
  4. Generates new prospects – Donation lists from other nonprofits and colleagues of your existing major gift donors are great places to discover new prospects.
  5. Analyzes donor giving patterns – Donors, as well as their families and foundations, support various causes. You can see what organizations they support and unearth donation patterns.
  6. Optimizes ongoing fundraising opportunities – Hospitals, universities, and similar organizations experience constant influxes of potential donors. Prospect screening enables your staff to pinpoint potential donors and individually tailor pitches.

Learn more about Prospect Research with DonorSearch’s ultimate guide to Prospect Research >

Multiply Prospects’ Potential with Matching Gifts:

With over 65% of Fortune 500 companies offering employee matching gift programs, there is potential to use matching gifts to turn even the smallest gifts into bigger donations. Major gift donors become even more important when they have the potential to give twice as much thanks to corporate matching gift programs.

A key insight of prospect research is the potential donors’ business affiliations, such as where they work and where their spouses work. Perhaps the individual’s spouse works for a company such as GE, which will match donations up to $50,000. If this spouse has the potential to give then she shoots to the top of the potential donors list.

Not only do matching gifts present the opportunity to increase gifts, but, when combined with prospect research, you can identify more sources of doubled donations.

Four Key Prospect Research & Matching Gift Statistics:

  1. More than 65% of Fortune 500 companies offer matching gift programs — Matching gifts represent an easy way for donors to multiply the impacts of their donations. The best part is that matching gifts don’t cost the prospect any additional money and they only take five minutes to submit. Many smaller employers offer matching gift programs, too, so use prospect screening to identify if prospects work for such companies and remind them of matching gift opportunities.
  2. Matching gift participation rates range from 3% to 65% depending on how widely a company promotes matching gifts to its employees — Companies must share vast amounts of business, personal, and charitable giving information with employees without overwhelming them. It should come as no surprise that many employees have no idea if their company offers a matching gift program or how to submit a match.
  3. An estimated $6-$10 billion in matching gift funds goes unclaimed per year — Because matching gift participation rates are low across companies and industries, nonprofits miss out on substantial amounts of donations. Incorporating matching gift information into your conversations with high quality prospects will help close the gap for your nonprofit.
  4. Mentioning matching gifts in fundraising appeals results in a 71% increase in the response rate and a 51% increase in the average donation amount (prior to receiving any matching gift funds) — Did you know that highlighting a prospect’s matching gift eligibility results in an increased likelihood that he or she will make a donation? Even better, when they do donate, they’ll likely give a larger amount than if there wasn’t a match available. Empower your prospect researchers to include matching gift information in their asks as a method for helping them to secure a major gift.

View additional matching gift statistics >

Matching Gift Acknowledgement

Feature Matching Gifts on Your Homepage and Across Your Website

Your homepage is the first thing people see when they visit your site, and priority number one is letting people know who you are and what you do. Part of what you do is receive donations, and matching gifts for those donations, so including links to information about matching gift programs is a good idea.

The two approaches (which can be combined, of course) are placing matching gift links such that people can find them if they are looking for them (navigation bars) and inserting links so that they jump out at site visitors, such that the link is more or less an advertisement for matching gifts (banner ads).

Let’s take a closer look at each approach through proven strategies.

Navigation Bars

Every useful website has a navigation bar that helps people to discover relevant information. Including a link to matching gift programs in your navigation bar puts matching gifts in a visible location where donors can easily find and access the information. A link in the navigation bar won’t advertise matching gifts to unknowing donors, but if a donor is on your site and looking for how to apply for a matching gift then he will easily be able to navigate to a page to learn how.

To get a better idea of how navigation bars work, here’s an example from Lafayette Partners in Education:

Screenshot of Lafayette Partners in Education’s Website
(http://lpie.org/)

Add Matching Gifts to your Website's Navigation

This is a clean, modern site, with an easily visible and useable navigation bar. They incorporate matching gifts under the fundraising tab, so it’s part of a larger topic. This link won’t function as an advertisement, but, for someone who is looking for matching gifts or ways which they can contribute to the organization, the website provides an intuitive way to access that information.

When a website visitor clicks on the “Matching Gift Program” link they’re taken to Lafayette Partner In Education’s dedicated matching gift page:

Screenshot of Lafayette Partners in Education’s Dedicated Matching Gift Page
(https://doublethedonation.com/lpie)

Screenshot of Lafayette Partners In Education's Matching Gift Page

 

Banner Ads

If you want to advertise matching gifts on your homepage then banner ads are a great way to go. A banner ad will catch eyes and make people think about matching gifts. This informs donors about matching gifts when they may be visiting your site for other purposes.

Here’s a banner ad in action from Autism Speaks:

Screenshot of an Event Page for Autism Speaks

Add a Matching Gift Graphic to your Nonprofit's Website

Highlighted by the green box, this banner ad works because it’s clean, easy to read, and its color stands out from the color scheme of the homepage. People notice when something stands out in a crowd. A 2011 study in the journal Emotion claimed that reaction times become faster and more forceful when people see a bright color, so the choice of color was well selected. Little factors such as color can play vital roles in whether or not people respond to your banner ads, so if you have the time to get intricate with your banners it will be time well spent.

Autism Speaks also created their own custom matching graphics to include throughout their website. Examples of individualized banners used by Autism Speaks include:

Wide Graphic - Will Your Company Match Your Donation?

Double Your Donation - Will Your Company Match Your Donation?

Everything about these banners is clean and easy to read. The iconic puzzle piece logos add a touch of intimate personality that separates the images from plain text graphics. The difference in shapes, square versus rectangle, highlights that your banner can and should be tailored to the size that works best on your website.

If you don’t have the time or the resources to create a banner ad, Double the Donation provides a host of banner options, such as:

Thanks for Submitting a Matching Gift

Still clean and basic, this banner adds simple details, such as a faded color scheme and the orange ribbon in the top right corner. The image works great on donation confirmation screens, and make sure to link the graphic to your dedicated matching gift page.

The picture of the gift box is enough to signal to the user that this banner has something to do with giving or gifts prior to the user engaging with the white text. And the white text is easy to read and the large, capitalized letters, which will likely be the first words you read, tell you exactly what the box is addressing. As for the psychological effects of the color, green is commonly associated with balance and harmony, such as the balance a matching gift brings to the original donation and the harmony between you and donors. There are serious benefits to thinking out the minor details of banner ads in order to leverage major psychological impacts.

View additional premade matching gift graphics >

Your nonprofit does not have to advertise for matching gifts on its homepage, but it’s a good idea if you want to raise awareness for matching gifts. Regardless, including information about matching gifts in a logical place, such as a navigation bar, is a must.

Donor Awareness Matching Gifts

Nonprofits: How to Increase Donor Awareness about Matching Gift Programs

Modify your DonorPerfect donation confirmation emails to include matching gifts

Here at Double the Donation, we often write about the benefits of corporate giving programs, but we also touch upon marketing these programs to your donors. Informing individuals about the possibility of literally doubling donations via matching gift opportunities is step one to extra financial support, but step two is ensuring that these marketing efforts are working!

We’ll touch upon some common marketing efforts to get your donors ramped up to submit that matching gift request form to their employer, but also how to tell if your strategy is working.

 

Marketing Matching Gift Programs

Getting your donors aware about matching gift opportunities is the biggest obstacle your organization will have to overcome in order to receive more funds through these programs. There are billions (yes, billions!) of unclaimed dollars from corporate giving programs because donors are just simply not aware that they can ask their employers to match donations to eligible nonprofit organizations.

Here are three easy and effective marketing strategies to raise donor awareness about matching gift programs.

Include Matching Gift Information in Acknowledgement Letters

If your nonprofit organization is not already including information about matching gift opportunities in donor acknowledgement letters, then it’s a super easy way to start your marketing campaign. When an individual donates money to your organization, the hard part is done. Now you just need to get them to submit a matching gift request form to their employer – but how do you get them to do that?

Include a blurb about matching gifts in your acknowledgement letter. You’ve already got a committed audience, and since the acknowledgement letter doubles as a tax receipt, you can almost guarantee that the donor will read the letter to skim over key points. Make sure you emphasize that requesting a matching gift from their employer is easy and effective. Direct them to your Double the Donation webpage to allow them to check in just a couple of quick steps if their employer offers a matching gift program, and the steps they need to follow to do so.

It can be as simple as this: “Did you know that many corporations offer employee giving programs where they match donations to [your organization’s name]? The tax deductible component of your membership is normally eligible to be matched as well. Check with your employer today to see if they provide matching gifts!”

Make sure to mention that many companies now offer the opportunity to submit these forms online, so that makes the request that much easier. Your odds that a donor requests a matching gift from their employer are so much better if they’ve made a gift recently, so make sure your acknowledgement letters are timely!

 

Strategically Place Matching Gift Information on Donation Web Pages 

As with the above method, you want to make sure to include matching gift information in places that your donors (actual and potential) can see and process quickly. If an individual is on your organization’s donation page, then chances are that they didn’t end up there by accident. This is a great place to let them know that once they commit to the donation, then asking for a match from their employer will only take a few extra minutes. Donors are more likely to pull the trigger when they know it won’t be a long and arduous process, especially once they’ve already made a gift.

Put blurbs about matching gift opportunities on your donation pages, including on the “Donate Now” pages, and especially on the “Thank you for donating!” pages. It would be great as a “Next Steps” option.

 

Engage Your Donors on Social Media

Does your organization have a Facebook page? Twitter? YouTube? All of these are great places to let your donors know how grateful you are for their commitment to your organization’s mission, and a great place to let them know that they can literally double their donation by simply requesting a matching gift from employers. First and foremost, say thank you! This is a crucial part to ensure that they keep reading and engaging with your organization.

Post stories about how the money raised for your organization is helping grow your mission. Include asides about how matching gifts can doubly impact the cause! Facebook is a great place for short posts about matching gifts; Twitter is great for quick and succinct blurbs with links; and YouTube is a great place to submit a video thanking your donors for their contributions and extra efforts in matching gifts!

With social media, the marketing possibilities are endless.

 

Measuring the Impact of Marketing Efforts

The best advice we have on measuring your marketing impact is to create a chart. Create a graph of some kind (whatever your boss prefers, whether it’s a bar graph, a pie chart, or a nifty line chart in Excel) with the total amount of matching gifts received last year versus this year. Or last month versus this month. Use any time span that can really show you a difference between your pre- and post-marketing efforts. Can you see a discernible difference in the number of matching gifts being sent in?

Of course you can download our free Microsoft Excel Matching Gift Tracker and Dashboard >

You can also create a survey (there are many free online software tools) that allow you to send a thank you email to a donor who had submitted a matching gift request. Ask them how they learned about matching gifts, and include all of your marketing efforts, as well as an “Other” box with a free response option. This will help you realize which efforts are worth investing more time in (or at least focusing more on in the future), and which may be fruitless.

Your organization will also be able to identify if a majority of matching gifts are coming from one company in particular, or from a wide array of employers. This is notable because if your matching gifts seem to be coming from one employer, then it’d be a good idea to publicly recognize it as a valuable donor and partner to your organization.

There are a variety of ways to market matching gifts to your donors, and several other ways to measure the impact of these marketing efforts. Too much money goes unclaimed by nonprofit organizations due to a lack of awareness on the part of the donors about corporate giving programs. This shouldn’t be the case! Make sure you’re educating your constituents on a consistent and appropriate basis, and you could be well on your way to a high increase in the number of matching gift requests submit.

For more tips on how to to keep up with your marketing efforts and better retain your donor base, check out this webinar from Aplos.