Check out how you can encourage matching gifts through automation!

How to Encourage Matching Gifts Using Marketing Automation

No matter the product, businesses equally strive to convert leads to valuable customers. In order to do so, they foster their potential customers throughout their journey from awareness to conversion. Marketers call this process a ‘conversion funnel’ and the best conversion funnels are made possible by email marketing platforms that offer the best marketing automation software solutions. 

Yet another industry where the automation of conversion funnel work wonders as a marketing strategy is matching gifts. 

When it comes to the non-profit world, every dollar matters. At such a scenario, ‘matching’ gifts turn every dollar into two. To put it simply, matching gifts are donations that a company give to the same non-profit their employee donated to. 

‘Matching gifts’ is a great way to show support, and to make the world a better place. After all, all it takes for a company to donate is a request from their employees. 

But still, the question remains as of how you will get your donors to ask for a matching gift from their company. Marketing Automation!

Conversion Funnel Basics

Let’s begin with understanding the conversion funnel. Typically, a conversion funnel is differentiated into four or five stages based on which a company uses marketing strategies to guide target audience from finding of the company to taking the desired action which can be buying their services or asking their company for a matching gift. Many businesses also incorporate post-sale activities into the conversion funnel to keep the customers coming back for more services. 

As we go forward through the marketing funnel, each stage grows narrower than the previous because not every individual who hears about your offering will be interested, and not every interested individual will go on to ask their company for a matching gift. 

Stages Of Marketing Automation Sales Funnel & Matching Gifts


The first stage emphasis on activities that help you introduce your brand and your offer to your audiences. Segmentation is critical to this step because targeting the wrong audience can bring down your conversion rate alongside wasting time and blowing your marketing dollars away. 

You can employ your website, newsletters, and leverage social media to position your brand. Nevertheless, make sure that you pique the interest of your contacts so that they take the desired action. Use proven templates and marketing automation software solutions as the layouts, copy, and graphics play a key role here in determining the success rate of this stage. 

Matching Gift Pages

In order to reap the benefits of your donors’ matching gift program, you will have to invest in setting up an educational matching gifts page to your website. Through a matching gift page, you can provide your donors with the necessary background information about matching gifts, and the companies that will match employee gifts to nonprofits. 

Include the following in your matching gift page:

  • Benefits that matching gifts offer
  • Statistics and data about matching gifts
  • A list of companies that match gifts

The bottom line is that you keep your matching gift page a central hub of all the information that your audience requires and could refer to.


Another marketing strategy that you can adapt to spread awareness about matching gifts is to include them in your newsletters. Regularly incorporating information about matching gift in your newsletter can work wonders in bringing you increased matching gift request completions. 

You don’t have to work a great deal on making your newsletter look extravagant. Rather, keep it simple with an effective headline, and explain what corporate matching gift programs are. 

Remember to give a link that takes your audience to your dedicated matching gift page and include an engaging graphic there as it will make your donors feel compelled to know more about their eligibility.

Social Media

With so much importance being placed on social media these days, nonprofits have made their appearance there to promote matching gifts. Building your presence on social media gives your donors an option to interact with you through their preferred medium other than email. 

Additionally, as your loyal donors share information about matching gifts online, there are chances that people from their network who come across their feeds become your new donors. 


Once you have gained leads from the first stage, it’s time you start cultivating an interest in order for them to move forward and buy your products and services. Use a marketing automation software solution to create attention-grabbing email campaigns such as email autoresponders and drip campaigns. 

Email Campaigns

Though we did talk about leveraging social media, you shouldn’t shy away from using email campaigns because it is more effective than you actually think it is.

Your donors will be in the height of giving mood then they are in the donation process. They believe in your cause and want to support it no matter what. Grab this opportunity to send them a strategic automated confirmation or thank you email asking the donors to take a small extra step to take their donation further. 

Try including matching gift plugin, or helpful images. Also, be clear about the instruction, and make it sound as simple and easy as it can be. 


This is the stage that you have been working for up till now, the time of conversion when a lead decides to take the desired action that you have been guiding them to. This is when your donor asks their company to make a matching gift. As the marketing funnel is now slimming down to its narrow end, you need to bring your sales team in to give that final push. 

Your job here is to make taking the action process as simple as possible. Provide clear instructions, and use a marketing automation software tool to send ‘abandoned cart’ emails to try and get back your donors to complete the process. You can also do the following to maximize the results.

  • Send an incentive to tempt your leads to convert.
  • Highlight statistics and testimonials from other donors
  • Abandoned cart emails


Immediately after your donor completes the desired action and converts, you should start living up to the expectations that you had set up. Make sure that they stay satisfied, and do all that is there in your limit to maintain the relationship

Fundraising Reminders & Invitations

Event invitations and reminders make donors happy just the way candies make children happy. Invitations for fun fundraising events are always something that donors enjoy receiving.

Keep your invitations compelling. Use a great subject line, and give a review of the past highlights if possible. After the fundraising events, send updates to your donors’ inboxes and follow up with them. 

Wrap Up

A perfectly defined sales funnel is a surefire way to increase conversions. Moreover, using automation improves financial metrics and presents your donors with a more satisfactory experience that won’t make them feel like they are being guided down a funnel.

This post was contributed by Luda Greko at ActiveTrail.

Luda Greko is the Head of Content Marketing at ActiveTrail, a leading provider of professional-grade email marketing and automation software for growing businesses. By day she writes for top online marketing sites about email marketing and marketing automation, and by night she is a lifestyle blogger and a social media enthusiast.

4 Reasons Why Your Nonprofit Should Emphasize Retention

When it comes to a nonprofit’s donor base, some may typically think that acquiring new donors should be the most important goal they have. The reasons for this make sense on the surface level: nonprofits want to obtain more donors in order to raise more money.

But it’s actually not that simple. While obtaining new donors is, of course, a goal that every nonprofit should have, it shouldn’t always be the emphasis. In fact, retaining donors can bring about much more profitable fundraising campaigns and success. If you’re looking for fundraising tips, especially about donor retention, you’ve come to the right place.

So, what are the reasons that donor retention should be emphasized? We’ll cover the following topics:

  1. Donor acquisition versus donor retention
  2. Benefits of higher retention rates
  3. Benefits of having donor information
  4. Awareness and engagement

Focusing on donor retention can help your nonprofit reach its fundraising goals and fuel its mission. Without having this focus, your rate of return on outreach can actually be much lower.

Are you ready to take a closer look at the reasons you should focus on donor retention? Let’s get started!

1. Donor acquisition is more costly than retention.

Believe it or not, but it’s actually more difficult and costly to acquire new donors than it is to keep the ones you already have. Think about all the money you’ve put into outreach and prospect research, and what your return on investment ends up being after you’re finished. Now think about how that time could be better spent on cultivating the donors you already have relationships with.

For these reasons, focusing on donor retention can save your organization money and effort over time. Let’s look at this more closely:

  • Contact information. You already have existing donors’ contact information in your nonprofit CRM (constituent relationship manager), so reaching out to these supporters will be easier.
  • Connections. Past donors already have a connection to your nonprofit’s mission, so you can use this foundation to develop even more meaningful relationships with your donors. Reaching out to them regularly and encouraging them to get involved will more likely lead to successful asks.
  • Costs. It does cost more to acquire new donors. In fact, the cost of acquiring new donors can be 50-100% more than the dollars given by them. It can even be several years before nonprofits break even on dollars raised versus dollars spent on donor outreach.

As a result of the above, investing the same amount of money spent on new donors with existing donors instead can bring in a higher rate of return, as it will cost less to work toward retaining existing donors. Building on your connections with these donors will help build stronger relationships with them as well.

If you’re looking for the right CRM solution that can help you steward your existing donors, check out this list.

2. Higher retention rates lead to better fundraising totals.

It’s clear that retaining donors should be high on your nonprofit’s priority list. But it might not be as evident that higher retention rates can also lead to better fundraising.

How does this happen?

  • Larger donations. Building long-term relationships with donors leads these individuals to give large donations down the line that can help your organization the most. In fact, most major gifts are made after 5 years of an individual giving to an organization.
  • Lifetime value. Lifetime value is the total amount given over a donor’s lifetime. The lifetime value of an individual donor can add up to be thousands of dollars, and that doesn’t even take into account the hundreds or thousands of volunteer hours, in-kind donations, or other contributions they’ve made.

If you’re not sure where to start with building these donor relationships, you may consider hiring a fundraising consultant. Aly Sterling offers some great tips on hiring a consultant who can help you build stronger donor relationships and create strategies to raise more as a result.

3. Fundraisers will have access to the necessary data.

As we mentioned earlier, you already have your existing donors’ information in your nonprofit CRM. This is a great launching point to build relationships with your current donor pool. If you have their information in your CRM, your fundraisers will have access to what they need to raise even more.

For example, donor information can help your nonprofit:

  • Manage each donor journey. If you emphasize donor retention over donor recruitment and make your engagement strategies even better, you’ll ensure that each donor has a higher lifetime value.
  • Focus on individuals who are likelier to donate. Offering a personalized experience to the individuals who are already part of your nonprofit’s community will keep them connected and more likely to continue donating in the future.
  • Personalize outreach. Using your platform to personalize outreach to your current donor base (e.g., mail merge tools in your CRM) will help ensure that your donors have a good experience interacting with your nonprofit and feel valued as individual donors.
  • Contact donors at the most impactful time. Tracking previous outreach will help your nonprofit reach out to donors at the most impactful times when they are most likely to contribute.
  • Determine if the donors are eligible for matching gifts. You can use your donor information in your CRM to determine whether donors are eligible for matching gifts through their employers (typically based off of their work email address). Double the Donation offers some helpful insight into corporate matching gift programs and how they can help maximize your fundraising potential.

On the topic of matching gifts, nonprofits can actually use these to improve their donor retention. From sending a matching gift appeal immediately after a donation is made, to letting donors know when the matching gift is made, all of this serves to improve your relationship with your donors and increase the chances of them supporting you in the future.

Having the necessary donor information at your nonprofit’s fingertips can help build your fundraising potential. Personalized outreach and having the right focus on the right people will ensure that you work toward achieving your mission.

4. You can build awareness and engagement around your nonprofit.

One of the most impactful reasons to emphasize donor retention is the awareness and engagement you can build around your nonprofit by doing so. Both awareness and engagement are important because they help spread the word about your nonprofit and its mission, and also give you a chance to listen to your constituents.

Here are some key ways you can build on awareness and engagement:

  • Word-of-mouth promotion. Donors you have long-term relationships with are more likely to talk about your organization with their friends, family, and coworkers. Focusing on retention also helps cultivate donors who will give your nonprofit free word-of-mouth promotion.
  • Volunteerism. A donor that continues to contribute to your nonprofit is more likely to volunteer at one of your events, serve on your board of directors, and further promote your cause. Volunteering can also lead to your nonprofit receiving volunteer grants. Volunteer grants are given to nonprofits by companies based on the number of hours their employees volunteer at the nonprofit.
  • Feedback. You can also get helpful feedback from recurring donors as a result of your evolving relationship with them. A donor can offer suggestions or advice on how to improve your outreach, stewardship, and more. Actively listening to their suggestions will also help you gain their trust, and the cycle will continue.
  • Peer-to-peer fundraising. Using a fundraising platform that includes peer-to-peer fundraising as a part of its core services, like CharityEngine, will help further engage your donors and get them directly involved in your campaigns. Peer-to-peer fundraising directly calls on nonprofit supporters to fundraise on the nonprofit’s behalf, so taking part in this will make your donors feel valued and important to your cause.

When you actively include your existing supporters in your plans to fundraise, listen to them, and give them a great experience, you’ll be able to bring more attention to your cause. This is especially effective during campaigns, when you can incorporate peer-to-peer fundraising, and in times when you need feedback or advice.

Your nonprofit should emphasize retention because the payout, in the end, can be much more valuable than if you focus that same energy on acquiring new donors. That’s not to say acquiring new donors isn’t important. It certainly is and should be a focus of your organization to some extent. However, having an even stronger focus on retention can bring in more donors as a result of word-of-mouth promotion and other methods.

By including your current donors in your nonprofit’s fundraising efforts and cultivating your relationships with them over time, this can lead to major gifts and even stronger ties between you and them. Redirect your time and energy to donor retention, and you’ll be on your way to fundraising even more!

This guest post was contributed by CharityEngine.

Author: Leigh Kessler – VP, Marketing & Communications

Leigh Kessler is VP of Marketing and Communications at donor management software platform CharityEngine and a frequent speaker on branding, fundraising, data and technology. He is a former nationally touring headline comedian and has appeared on numerous TV shows including VH1’s “Best Week Ever”, CNN’s “Showbiz Tonight”, Discovery Channel & Sirius Radio.​ He has overseen and informed research and branding strategies for some of the most well known brands in America.

Double the Donation is Salsa Labs’ Choice for Matching Gift Solution

Atlanta, GA (June 19, 2019) — Double the Donation is thrilled to have been chosen as the matching gift software provider for Salsa Labs, a technology company that provides powerful fundraising, advocacy, and marketing engagement software to nonprofit organizations all over the world.

This integration will allow Salsa customers to activate matching gift functionality with the click of a button. 360MatchPro, Double the Donation’s most robust matching gift tool, is a fully-automated matching gifts platform.

Salsa Engage users are now able to include Double the Donation’s streamlined matching gift search tool as a field on their donation forms. As donors search for their company name in that field, their transaction record is updated in 360MatchPro.

Image: 360MatchPro element found in the Salsa Engage form builder.

“We are very excited to offer Salsa customers all of the incredible features included with 360MatchPro,” said Donna Myers, CEO of Salsa Labs. “It is our mission to ensure that every organization using Salsa Labs is raising as much money as possible. This integration is easy to activate and immediately starts optimizing an organization’s matching gift efforts.”

In addition to the search field included on Salsa Engage donation forms, 360MatchPro also provides fully-automated email marketing and follow-ups. Lack of donor awareness is the biggest hurdle to collecting matching gifts, which results in $4-7 billion in matching gift revenue left unclaimed every year. To rectify this, 360MatchPro triggers an email about matching gifts with every new donation.

Image: Email sent automatically from 360MatchPro.

“We have built these tools to help nonprofits increase matching gift revenue while simultaneously relieving the organization of the effort it takes to run a matching gift program,” said Adam Weinger, President of Double the Donation. “We are so excited to have the opportunity to work with Salsa’s many clients to do just that.”

If a donor identified their employer using the search field or donated using a corporate email address, they would automatically receive an email that includes their company-specific matching gift information and a link to request a match from their employer.

360MatchPro does everything from collecting employment information from donors, reaching out to those donors about matching gifts, and following up with the donor afterward to ensure that not a single matching donation falls through the cracks.

Image: Example of a Salsa Engage donation form using the 360MatchPro integration.

If a donor does not indicate their employer using the field on the donation form or a corporate email address, they are sent an email encouraging them to search for their employer’s matching gift guidelines. These emails also include a link to report that the matching gift request has been made to the organization.

Whether sent in an email or provided after using Double the Donation’s search tool, a donor’s company-specific matching gift information is always presented in a simple, easy-to-understand format.

360MatchPro synthesizes all of the organization’s matching gift data and presents actionable insights that can be used to enhance their matching gift efforts.

Learn more about Double the Donation at or schedule a private demo of 360MatchPro at

Find out more about Salsa Labs at

Double the Donation-Funraise-matching gifts integration-feature

Double the Donation is Proud to Announce Matching Gift Integration with Funraise

Atlanta, GA (April 22, 2019) — Double the Donation is proud to announce our latest integration with Funraise, a leading provider of innovative fundraising technology. 360MatchPro is debuting on the Funraise platform as the preferred matching gifts solution for Funraise customers.

360MatchPro is readily available for all of Funraise’s current and future customers to provide easy-to-use, fully-automated corporate matching gift capabilities. Once a Funraise customer has a 360MatchPro account, they are able to turn on the matching gift functionality directly within the Funraise platform, or they can create an account right then and there.

Double the Donation-Funraise-Integration 1

Funraise customers with an existing 360MatchPro account can enter their API Keys to activate the integration.

Double the Donation-Funraise-Integration 2

Funraise customers who would like to activate the integration can get started with 360MatchPro within the Funraise platform.

“We’re thrilled to be working with Double the Donation on behalf of Funraise’s customers,” said Justin Wheeler, Funraise CEO & Co-founder. “Their 360MatchPro product doesn’t just save our clients time and effort—this integration also increases donation revenue while ditching donor frustration during the donation process. It’s Funraise’s mission to do away with the nonprofit struggle using smart, nonprofit-led fundraising technology, which is why Double the Donation’s 360MatchPro is a perfect match with Funraise.”

By allowing users to embed Double the Donation’s advanced search tool across their website pages and giving forms, as well as encouraging the use of automated email marketing, 360MatchPro helps organizations to enlighten their donors about matching gift opportunities. The biggest hurdle to building matching gift revenue is the lack of awareness about these programs among donors.

“Funraise is such a great company to work with, and we are very happy to provide their customers with our advanced matching gift tools,” said Adam Weinger, President of Double the Donation. “With automated follow-up, these nonprofits are able to claim some of the $4-7 billion of matching gift revenue that goes unclaimed every year. We truly believe that, in addition to access to our thorough database of companies that offer matching gifts, automating the follow-up process revolutionizes existing matching gift programs.”

With 360MatchPro, nonprofit organizations are able to identify match-eligible donors, track the status of those donors’ match requests, and automate the follow-up emails that will drive these matches to completion. The platform also provides actionable insights to help nonprofits shape their matching gift programs moving forward.

Double the Donation-Funraise- Integration 3

360MatchPro’s innovative software is able to identify match-eligible donors through email capture, self-identification, and bulk uploads. From there, 360MatchPro drives these matches to completion using customized, automated email streams.

Every nonprofit organization and educational institution can benefit from corporate matching gift revenue. However, nonprofit organizations often don’t have the resources to incorporate matching gifts into their overall fundraising strategy, or they can’t afford to dedicate a full-time employee to a matching gift program. With 360MatchPro, the automated email streams handle all of the necessary follow-up to build an effective matching gift program with no manpower necessary.

Find out more about Funraise at

Find out more about Double the Donation at or schedule a private demo of 360MatchPro at

Double the Donation-Soapbox Engage-partnership-feature

Soapbox Engage Selects Double the Donation for Matching Gifts

Atlanta, GA (February 20, 2019) — Double the Donation is excited to announce their latest partnership with Soapbox Engage, a platform created by PICnet and comprised of several online engagement apps for nonprofit organizations and educational institutions.

Soapbox Engage clients can now easily activate Double the Donation’s 360MatchPro within the Donations app. This automatically activates Double the Donation’s matching gift search tool on all of the donation pages within an organization’s Soapbox Engage platform.

Double the Donation-Soapbox Engage-Integration1

“Of course we’re always interested in offering our clients as many ways as possible to increase revenue,” said Ryan Ozimek, Co-Founder and CEO of PICnet. “With all of the client demand for Double the Donation’s matching gift tools, this integration shot to the top of our to-do list. This integration will allow our Soapbox Engage clients to increase revenue without lifting a finger.”

Lack of donor awareness is the biggest hurdle to collecting matching gift revenue, but this integration works to combat that lack of awareness. By embedding a matching gift search tool on every donation page, the organizations ensure that not a single donor misses out on the opportunity to discover matching gifts.

“Every year, $4-7 billion in matching gift revenue is left on the table each year,” said Adam Weinger, President of Double the Donation. “By providing tools like 360MatchPro, we aim to help as many organizations as possible claim their share of that revenue.”

In addition to the streamlined search tool on the Soapbox Engage donation forms, organizations using this integration will also have access to their own 360MatchPro platform. This tool removes the need for an employee dedicated to matching gifts.

360MatchPro provides actionable insights for enhancing an organization’s matching gift efforts, tracks all match-eligible donations, and automates ongoing email outreach to ensure that every matching gift opportunity is pursued.

double the donation-soapbox engage-integration4

These automated emails provide donors with their company-specific matching gift information. If a donor did not identify their employer, these emails will encourage them to check to see if they are eligible for matching gifts. Each donor is also provided with a button to report back to the organization that they’ve requested a matching gift.

To learn more about Soapbox Engage, check out their entire suite of apps at

Find out more about Double the Donation at or schedule a private demo of 360MatchPro at

Double the Donation Announces New Integration with Kindful

Atlanta, GA (February 5, 2019) — Double the Donation is excited to announce a new integration with Kindful, a powerful donor management software for nonprofits.

Kindful clients can now create a direct link between their Kindful account and 360MatchPro, Double the Donation’s most robust matching gift tool. Every donation will flow from the Kindful CRM into 360MatchPro, where they’ll be logged, tagged and tracked.

With 360MatchPro, Kindful users can completely automate their matching gift efforts. This platform automates all matching gift outreach, provides actionable insights into ongoing matching gift efforts, and tracks the status of every potential matching gift.

“Kindful customers are changing the world, and are always looking for like-minded partners,” said Jeremy Bolls, Founder and CEO of Kindful. “They wanted access to the best matching gift tools, and I’m happy to report that this new 360MatchPro integration offers access to Double the Donation’s incredible platform as well as their extensive matching gift database. We’ve known the folks at Double the Donation for years and are thrilled to partner with them in the matching gift space.”

Double the Donation maintains the most comprehensive database of matching gift programs available. It includes over 20,000 entries of parent companies, subsidiaries, and spelling variations to ensure that not a single matching gift opportunity slips through the cracks.

Lack of donor awareness is the biggest hurdle to collecting corporate matching gifts. To narrow the gap between donors and matching gift information, 360MatchPro triggers out emails to every donor.

“With $4-7 billion in matching gift revenue left on the table every year, Double the Donation is committed to helping Kindful clients claim some of that revenue,” said Adam Weinger, President of Double the Donation. “We simplify matching gifts and automate the entire process so that 360MatchPro clients can skip the minutiae and focus on their missions.”

If the donation was made with a corporate email address, the donor receives company-specific matching gift information and is encouraged to submit a matching gift request. If no employer information is known, the donor is sent a link to a search tool where they can find their employer’s matching gift guidelines.

To guarantee that donors understand the matching gift program offered by their employers, Double the Donation presents company-specific matching gift information in an illustrated, easy-to-understand format.

Find out more about Kindful at

Find out more about Double the Donation at or schedule a private demo of 360MatchPro at

6 types of fundraising letters for nonprofits

6 Types of Fundraising Letters: Write Amazing Appeals! [2019 Update]

Sending out fundraising letters might seem like an old-fashioned way to ask for donations, but they can be extremely effective when written correctly!

If you’ve been looking for fundraising letters, look no further! We’ve got six of the most common fundraising letters that nonprofits should be sending out to their donors.

Here’s what we’ll be going over:

  1. Donation Request Letters
  2. Church Fundraising Letters
  3. Individual Fundraising Letters
  4. Matching Gift Fundraising Letters
  5. Sponsorship Letters
  6. Donor Thank-You Letters

Tools we mention to support fundraising letter campaigns:

  1. DonateKindly
  2. Fundly
  3. Double the Donation
  4. Fundraising Letters

Let’s jump right in!

1. Donation Request Letters

Fundraising Letters - donation request letters

What are donation request letters?

Donation request letters are nonprofit fundraising letters that charitable organizations send out to individual donors and/or prospects.

They can be sent on their own or included in a welcome packet that contains pamphlets, booklets, and additional information.

When should you use them?

Your nonprofit can use donation request letters at any time of the year! However, they are particularly effective toward the end of the calendar year when donors are determining their pre-tax season finances. People also tend to be more charitable in November and December, which means that your donation request letter has a better chance of encouraging a donation.

You can send out donation request letters to any of your donors, but these types of communications are better received by older generations. While millennials respond to digital donation appeals, the baby boomer generation overwhelmingly prefers direct mail.

Bonus: We suggest giving donors the option to reply to your letters by mailing a traditional check or directing them to give through your organization’s website. If you need to start accepting donations via your website quickly and don’t want to worry about fees, then we recommend a free and simple donation tool like DonateKindly.

Example letter


Your Name
Your Organization’s Name
City, State ZIP

Dear [Donor’s Name],

[Begin with an emotional appeal. A success story or a narrative that tugs on your donors’ heartstrings hooks your readers. Keep it short, though!]

Our community/nation/world is facing [problem(s) your organization is trying to fix]. While we are actively [insert current solutions your organization is attempting], we need your help to make our efforts go even further!

You can help us [solve the problem you’re trying to fix]. Your support is crucial to our efforts to [solve the problem].
If you’re able, we’d love it if you could make a donation of [amount] to help us achieve our mission and [solve problem].

Thank you in advance for your contribution. Your donation will go toward [insert effort, accomplishment, or project].

Here are the ways you can make a donation:

— Make a donation online at [URL to donation page or crowdfunding campaign page]
— Call us at [phone number]
— Send a check in the pre-stamped envelope we’ve included (no cash, please!)
— Text [keyword] to [text-to-give phone number]

Thank you again!

[Signature of an organizational leader]
[Typed name of organizational leader]

P.S. [End with an update about an upcoming event, volunteer opportunity, or other information]


2. Church Fundraising Letters

Fundraising Letters - church fundraising letters

What are church fundraising letters?

Church fundraising letters can take many forms. They can be used to ask for general church-related contributions, but they can also be used for specific fundraising efforts such as:

  • Charity auction item requests.
  • Fundraising event donations.
  • Sponsorship requests.
  • Mission trip funding.
  • Church building funds.
  • Missionary support.

It’s common for churches to send out fundraising letters to notify congregants when church events or other fundraising initiatives are occurring. These types of fundraising letters can be used to share the details—date, time, location, etc.—of the event as well as encourage those who can’t attend to give in advance.

For our purposes, we’ll be talking about a generic church fundraising letter that you can use to ask for general contributions.

You can send church fundraising letters to members of your congregation or to community members, depending on your fundraising need.

When should you use them?

You can send out church letters whenever you have a fundraising need! Churches rely on the generosity of their congregants to keep the doors open and the lights on.

Of course, you shouldn’t send out too many church fundraising letters. Limit your letters to a few per year and rely on in-person appeals during a church service for the majority of your fundraising efforts.

Sample letter


Your Name
Your Church’s Name
City, State ZIP

Dear [Church Member’s Preferred Name],

Greetings! We hope this letter finds you well and that you’ve had a relaxing, blessed holiday season. Because you’re an important part of our church family, we thought you’d want to know about our big plans for this new year.

As you may know, our congregation is growing. Just like any family, the more members you have, the more room you need. We’re pleased to invite you to be an important part of this exciting process!

This Sunday afternoon, [your church’s name] is hosting a special event to raise money for the brand new sanctuary and bell tower. How blessed are we to have so many members like yourself that we need to build an entirely new structure?

It’s our greatest hope that you’ll be able to join us at [date and time] for a family fun carnival! Snacks and drinks will be provided for a small price. The only thing you need to bring is your sense of fun and adventure!

Admission is free, but of course, willing contributions of any size are always accepted.

If you have any questions about the event or the new sanctuary or bell tower, please feel free to reach out to our special projects coordinator, [name] at [phone number] or email her at [email address].

As always, have a blessed day. We hope to see you Sunday!

His Clay,

[Pastor’s Signature]

[Pastor’s Name]

3. Individual Fundraising Letters

Fundraising Letters - individual fundraising letters

What are individual fundraising letters?

Nonprofits aren’t the only ones who have fundraising needs! Sometimes individuals need to raise money for a cause, project, or life event.

If that’s the case, you can use individual fundraising letters to send out donation requests to members of your community and local businesses.

Whatever you’re raising money for, an individual fundraising letter can help you generate funds for your cause, project, or event!

When should you use them?

You can use an individual fundraising letter whenever you need to raise money for a cause or project that means a lot to you. Of course, you shouldn’t just rely on fundraising letters to raise money.

You can set up a crowdfunding campaign to supplement your fundraising efforts. You can also use your fundraising letter to direct people to your crowdfunding page to give them an easy way to make a donation.

Letter template


Your Name
City, State ZIP

Dear [Donor’s Name],

My name is [your name] and I am [describe your position/situation/background]. I am looking to raise [amount of money] to help me pay for [project/expense/cause/etc.].

[Include information about why the cause or project is important to you and how it could potentially impact the reader or those you serve].

I’m writing to ask you to support me and my [cause/project/etc.]. Just a small donation of [amount] can help me [accomplish task/reach a goal/etc.]

Your donation will go toward [describe exactly what the contribution will be used for].

[When possible, add a personal connection to tie the donor to the cause. For example, if you’re raising money to help build a school in a developing country and you’re writing to a teacher, emphasize the fact that everyone deserves a quality education].

Thank you in advance for your contribution. You have no idea how much it means to me to have your support.

Here are the ways you can make a donation:

— Make a donation online at [URL of your crowdfunding campaign]
— Send a check in the pre-stamped envelope I’ve included (no cash, please!)
— Come to my fundraising event on [date] at [location] [when applicable]

Thank you again!

[Your signature]
[Your typed name]

4. Matching Gift Fundraising Emails or Letters

Fundraising Letters - matching gift fundraising letters

What are matching gift fundraising letters?

Matching gift fundraising letters are tangible letters (or emails) that nonprofits send out to donors to remind them to submit matching gift requests.

For those who don’t know, matching gifts are a type of corporate giving program. After an employee has made a charitable donation to an eligible nonprofit, they can submit paperwork to their company’s HR department. If the donation and the nonprofit meet the company’s requirements, the business will make a contribution to the nonprofit for the same amount.

However, many donors simply don’t know that their employer offers a matching gift program.

That’s where a matching gift fundraising letter comes in!

Your nonprofit should send out communications to remind donors that their contributions might be eligible to be doubled (and sometimes, even tripled!).

When should you use them?

The best time to promote matching gifts (besides during the donation process itself) is directly after a donation has been made.

Your nonprofit is still fresh in donors’ minds, and they’ll be more likely to submit a matching gift request.

As soon as a donor has made a contribution (regardless of how the donation was made), your nonprofit should send out an automatic email that:

  1. Thanks them for their donation, and
  2. Encourages them to submit a matching gift request.

You can also follow up a few days later with a matching gift fundraising letter if the donor hasn’t already submitted a matching gift request.

Example letter

Here is an example of a matching gift fundraising email:

Matching gift fundraising letters

This is an excellent example of a direct mail letter/postcard that promotes matching gifts:

Matching gift fundraising letters

Use these letters and emails in conjunction with one another to maximize your nonprofit’s matching gift potential!

5. Sponsorship Letters

Fundraising Letters - sponsorship letters

What are sponsorship letters?

Sponsorship letters are used by nonprofits that are looking to receive corporate sponsorship donations for a specific project or event.

Sponsorship letter packages include:

  • A sponsorship proposal cover letter.
  • A sponsorship levels document.
  • A sponsorship acknowledgement letter.

The proposal letter is the formal request for a sponsorship donation. It explains the nonprofit’s fundraising need and details how the funds will be used.

The sponsorship levels document is how companies decide how much they would like to give. This document lists out a few different sponsorship levels and the perks that come with each level. The higher the donation, the more perks the company receives.

The sponsorship acknowledgement letter is a thank-you to the company after they have made a donation. Your nonprofit can send out an acknowledgement immediately after a donation has been made and after the event has ended.

When should you use them?

Sponsorship letters should be sent out well in advance of your event or project. You want to give the company enough time to consider and respond to your donation request.

Sample letter


Your Name
Your Organization’s Name
City, State ZIP

Dear [CEO/CSR Manager/Business Owner/etc.],

[Open with a description of your organization. Give some brief background including your mission, vision, and how you serve your community.]

We are hosting our [event name] on [date] at [location]. Last year’s event was such a huge success that we decided to host the event again!

In the past, this event has raised [amount] and has [list out specific accomplishments using statistics and figures].

This year we’re hoping to raise even more! Our goal is [amount], and we were hoping that you could help us reach that goal.

By becoming one of our corporate sponsors, you’ll be able to [list out projects that corporate donations could help accomplish].
We’ve also listed out some of the incentives and perks that your company can enjoy should you decide to become one of our corporate sponsors (see attached Sponsorship Levels Document). Regardless of the amount you choose to give, your company name will be included in our event program and you’ll be included in the press release that we’ll publish on our website.

We’re accepting cash donations as well as in-kind donations of goods or services. Feel free to make a contribution that you’re comfortable with.

See the attached Sponsorship Levels Document to find the giving level that’s right for your company. If you’re ready to make a donation, please tear off the perforated section of the following document and send it back to us in the self-addressed envelope we’ve enclosed.

I’d like to thank you in advance for your generosity. Please don’t hesitate to contact me directly at [phone number] or [email] if you have any questions.

Sincerely/All the best/etc.,

[Your printed name]
[Your title]

[Your signature]

6. Donor Thank-You Letters

Fundraising Letters - donor thank you letters

What are donor thank-you letters?

Donor thank-you letter are pretty self-explanatory.

These letters (or emails!) are meant to be used after a donor has made a contribution of any kind, including:

  • Monetary contributions.
  • In-kind donations.
  • Volunteer time.
  • A matching gift from an employer.
  • And more!

When should you use them?

Your donor thank-you letters should be sent out as soon as you receive a contribution. Donors should receive an acknowledgement within two days of making a donation.

Feel free to send out an acknowledgement email as well as a direct mail letter. You can never be too appreciative of your donors!

Letter template


Your Name
Your Organization’s Name
City, State ZIP

Dear [Donor’s Preferred Name],

I can’t tell you how much all of us at [nonprofit name] appreciate your contribution to our cause. Thanks to your donation of [amount], we’ll be able to [list out specific goals, objectives, etc.].

I also wanted to let you know that we’ll be [hosting volunteer event, opening up our nonprofit’s doors for tours, holding a fundraising event, etc.]. We’d love to extend an invitation to you to participate in this opportunity! Our current donors have all enjoyed developing a stronger partnership with our organization, and I’m hoping you’ll do the same.

Thank you again!

[Your printed name]
[Your title]

[Your signature]

We hope that these six fundraising letter templates have given you some insight into how to write an amazing fundraising appeal. Which ones have you used in the past? Which letters have you had the most success with?

If you want to learn more valuable fundraising tips, check out these additional resources:

  1. Must-Know Nonprofit Software: Every nonprofit needs fundraising software if they want to raise money online. Learn about the top vendors providing nonprofits with top-notch tools to help you raise more donations.
  2. Online Fundraising Guide: Looking for more ways you can raise money online. You’re in luck! This extensive guide will lead you through everything you need to know about raising money online.
  3. 113+ Fundraising Ideas: Put your new fundraising letters to use by hosting a fundraiser. With our list of over one hundred ways to raise money, you’re bound to find an idea that will work perfectly for your nonprofit.

Rallybound Customers Drive Matching Gifts Integration with Double the Donation

Atlanta, GA (January 24, 2019) — Double the Donation is proud to announce our latest integration with Rallybound, a leading provider of online and mobile fundraising technology. With this integration, Rallybound clients can use 360MatchPro, Double the Donation’s most robust tool, to increase revenue raised in their Rallybound campaigns.

Rallybound customers were eager to utilize 360MatchPro’s incredible automation and Double the Donation’s signature streamlined search tool. Rallybound clients are now able to establish a direct link between their Rallybound accounts and their 360MatchPro platform.

All donations made to a Rallybound campaign flow directly into 360MatchPro. Immediately, donor email addresses are scanned for employer information and email follow-up is automatically triggered out to every donor.

“Rallybound is committed to customer satisfaction, so when our client base requests certain functionality, our ears perk up,” said Joe Magee, COO of Rallybound. “It’s no wonder that our clients wanted to connect their Rallybound and 360MatchPro accounts. 360MatchPro seamlessly integrates into Rallybound donation forms and completely automates the follow-up process for matching gifts.”

With the new 360MatchPro integration, Rallybound clients can revolutionize their matching gift efforts without lifting a figure. Rather than employ someone to manage matching gifts, this integration does all the heavy-lifting.

360MatchPro provides automated outreach and follow-up, offers actionable insights for enhancing matching gift efforts, and tracks the status of all matching gift opportunities.



The biggest hurdle for collecting matching gifts is the lack of awareness among donors. That’s why integrating a matching gift search tool directly into donation forms is so important; it plants the seed for matching gifts to every donor.

“Double the Donation’s tools were built to narrow the gap between donors and matching gift information,” said Adam Weinger, President of Double the Donation. “There is $4-7 billion in matching gift revenue left on the table every year, and we are trying to help nonprofit organizations claim those funds.”

Double the Donation presents matching gift information in a simple, illustrated, easy-to-understand format. This ensures that donors are aware of matching gifts and understand their company-specific matching gift guidelines.

To learn more about Rallybound, check out

Find out more about Double the Donation at or schedule a private demo of 360MatchPro at

Double the Donation-Beracha-partnership-feature

Double the Donation Partners with Beracha for Matching Gifts

Atlanta, GA (January 22, 2019) — Double the Donation is excited to announce a new partnership with Beracha, a leading provider of custom technology solutions.

Beracha has integrated 360MatchPro, Double the Donation’s enterprise matching gifts platform, into nSpire, a social donations and donor portal engine. This integration will allow nSpire users to collect every possible corporate matching gift.

With 360MatchPro, nSpire users can present each donor with clear and simple information about their employer’s matching gift guidelines. These guidelines can be found on the donation confirmation page and through an email automatically sent after each donation is made.

Double the Donation-beracha-integration announcement-image1

When donations are made using a corporate email address, that company’s matching gift guidelines are presented to the donor automatically. If a personal email is used, the donor will be presented with a matching gift search tool where they can search for their employer.

“When we were looking for a matching gifts partner, 360MatchPro stood out as both the most comprehensive and the easiest platform to use,” said Dana Dunmyer, CEO and President of Beracha. “We want it to be easy for nSpire users to collect as many matching gifts as possible, and we know 360MatchPro will help them do that.”

Double the Donation-Beracha-integration announcement-image 2

Every year, $4-7 billion in matching gift revenue goes unclaimed because donors don’t know that they are eligible to claim it. With 360MatchPro, each donor is automatically emailed and encouraged to check their match-eligibility.

“Our mission is to help as many organizations as possible collect that unclaimed matching gift revenue, and we’re excited to be working with the great team at Beracha,” said Adam Weinger, President of Double the Donation. “nSpire is such a great platform, and we’re proud to offer matching gifts as a new enhancement.”

The 360MatchPro integration provides each user with a 360MatchPro portal. This portal stores every donation, tracks the match-eligibility of each donor and the outreach they are sent, and offers actionable insights that organizations can use to enhance their matching gift efforts.

Double the Donation-Beracha-integration announcement-image3


Find out more about Beracha at

Double the Donation-NeonCRM-partnership-feature

Double the Donation Partners with NeonCRM for Matching Gifts

Atlanta, GA (December 7, 2018) — Double the Donation is excited to announce to announce a new partnership with NeonCRM, a cloud-based software suite providing invaluable tools to nonprofit organizations.

NeonCRM can be fully integrated into 360MatchPro, Double the Donation’s most robust matching gifts tool. By simply inputting an organization’s NeonCRM Organization ID and API Key into their 360MatchPro account, donations begin to flow automatically from NeonCRM into 360MatchPro.

Double the Donation-NeonCRM-Integration

When donations flow into 360MatchPro, email automation begins instantaneously. Every donor will receive an automated follow-up email encouraging them to check their match-eligibility. Plus, the donors will then be able to report the submission of their matching gift request back to the organization.

“Matching gifts are a huge untapped revenue source. By providing our users with the most effective matching gift tools out there, we are offering them a chance to claim some of that revenue,” said Tim Sarrantonio, Director of Strategic Partnerships at Neon One. “Double the Donation not only offers the most user-friendly tools available, but also the most extensive and comprehensive tools. We are very excited to see what our NeonCRM users do with all the extra revenue.”

The biggest hurdle to collecting matching gifts is lack of donor awareness. By automatically following up with donors and encouraging them to check their match-eligibility, 360MatchPro is narrowing that gap.

“There is $4-7 billion in matching gift revenue left on the table every year, and our goal is to help as many organizations claim as many of those dollars as possible,” said Adam Weinger, President of Double the Donation. “We are very excited to see that number go down as NeonCRM users begin claiming more and more of that revenue.”

360MatchPro provides donors with company-specific matching gift information. This information is presented simply and clearly so that each and every donor understands what they qualify for and how to claim it.

NeonCRM users can track their email delivery success and open rates in their 360MatchPro portal. This is just one example of the many actionable insights provided by 360MatchPro.

To learn more about the suite of tools offered by NeonCRM, check out their website at