Nonprofit and Corporate Relationships Matching Gifts

Leverage Matching Gifts to Strengthen Nonprofit-Corporate Relationships

We recently had a reader ask Double the Donation about how to strengthen relationships with corporations that offer generous matching gift contributions to their organization. She said she wished she had more ways to reach out to these companies post-matching gift donation to show them how a strong relationship could provide some great public relations benefits.

This is a great point! When corporations offer matching gift donations to a nonprofit organization, they may not realize how positive of an impact the contributions are having on the work of the nonprofit. It’s important for nonprofits to leverage matching gifts into positive PR for both you and the corporation to ensure future collaboration, and therefore, a stronger nonprofit-corporate relationship.

Suggestions of “Extra Thanks” for Generous Matching Gift Donations

Does your organization have one corporation in particular (or even a few!) that really stands out in the field of matching gift donations? It’s important that this company knows how big of an impact they are having on the work you do, and sometimes a simple, albeit wonderful, acknowledgement letter (that acts as a tax-deductible receipt, too) is not going to emphasize your thanks enough. So, what else can you do?

Press Releases

A simple and highly visible form of extra thanks is a press release to local publications. This could include information about the circumstances of the donation, how big of a matching gift partner they are (if, for example, you have many donors who work for one company that offers matching gifts on a recurring basis), and the kind of programs and nonprofit work the donations help progress.

And don’t forget to highlight the company on your own website. It’s not only positive publicity for the company but also encourages your other donors to see if their employers will match their donations.

The important thing here is that the company or companies providing matching gifts to your nonprofit organization are getting a public, positive recognition for the donations they make. They are more likely to donate in other capacities in the future, as well, when they see the kind of public acknowledgement they can get by donating to your organization.

Social Media

This one is seemingly a no-brainer, but it’s always amazing what kind of far-reaching impacts a Facebook or Twitter post can have on relationships. By thanking a corporation for their generosity with matching gifts and including the positive impact they are having on the community, your nonprofit is taking an extra (and again, simple) step to show the company and the public how thankful you are for their commitment to the cause.

Here’s a sample thank you post from the Children’s Craniofacial Association:

Thanks for the Matching Gifts

In case you can’t read the text on the image it says

It’s #ThankfulThursday & CCA thanks @Corning Inc. for the Foundation Matching Gifts Program, doubling employee donations to CCA!

It was retweeted four times and favorited six times, including from the main Corning account.

Donation Page Acknowledgements

On your website’s donation pages, you could include information about some of the benefits of matching gifts (for your donors), and also mention some of the top-giving companies in the area. This shows many donors the commitment of their employers to the community, which in turn increases the chances an individual will donate to your cause and also ask their company for a matching gift. Increasing the number of eyes that see a corporation’s name in a positive light also increases the likelihood of forming a stronger relationship with a company. Positive PR for a company (by a nonprofit organization) is a huge key for ensuring future collaboration.

Event Recognition

This is another easy way to recognize some of the major community players in the matching gift arena. Even if these companies are not sponsoring your charitable event, just mentioning the impact they are having on the work you do (without outshining the actual corporate sponsors, of course) is going to make a difference. Every company wants a positive image in the community because this increases their like-ability, and therefore their success. When your nonprofit organization is a key factor in increasing their success, the bond between the two will be stronger than ever.

Creating a Stronger Relationship

The above suggestions are just a few extra ways to say thanks to the corporations who have a strong commitment to matching gift donations. When a company sees the effort your nonprofit organization is putting forth to thank them for their generosity, it increases the chances of future giving, whether it’s with more matching gifts, grants, or even some form of sponsorship.

Make sure you’re saying thank you – it really can make all the difference!

Microsoft Matching Gift Figures

Directing Donors to Matching Gift Forms | 4 Standard Methods

Does your organization have a strategy in place to maximize fundraising from employee matching gift programs? If not, taking donors and members to company specific matching gift forms is a great place to start.

Directing donors and members directly to matching gift forms is far more effective than suggesting they “reach out to HR”. In fact, it’s one of the most effective ways your organization can increase fundraising from corporate matching gift programs.

At Double the Donation, we utilize four different approaches to directing your organizations donors and members to the forms they need to submit matching gift requests. We know each method isn’t created equal, so we’ve prioritized the information we provide to donors to maximize the likelihood they’ll submit a matching gift request.

This post is designed to shed light on the prioritization process we use to ensure your donors can easily double their donations. Feel free to contact us via email or schedule time to chat with someone from our team if you have any questions.

Direct Donors to the Electronic Matching Gift Submission Process (1st Preference)

Many of the largest companies offer an electronic matching gift submission process. While a few companies have developed their own proprietary process, the majority of companies contract the matching gift administration process out to a vendor (ex. Easymatch, Cybergrant, etc.)

Fortunately for nonprofits, in the majority of instances the electronic login page is actually publicly available on a website which anyone can access. We direct donors to the login page where they enter their username and password and then proceed through the matching gift submission process.

Wondering what the electronic submission process is like for a donor? Read our article that includes a walkthrough of Home Depot’s electronic matching gift submission process.

Rationale: Your donors are already online and looking for company specific matching gift information. They’re most likely to submit a match request electronically, especially since once at the proper location, it only takes a few minutes.

View an example of Abbott Laboratories matching gift details page where we direct donors to an electronic submission process.

Link to the company’s matching gift website where forms are located  (2nd Preference)

While more and more companies continue to migrate over to an electronic submission process, many still require donors to print out / fill out a paper matching gift form. In many cases the form is posted out on a publicly accessible website so we direct donors to the company page where the matching form can be downloaded.

The two possible approaches were for us to download these forms and host them on Double the Donation’s servers or direct donors to the actual company page where the forms are hosted. After testing both strategies, we ultimately decided on the latter

Rationale: While directing donors to a company page to download the form involves an extra step, we see it as the preferred method for providing donors with the form. It ensures they have access to the most up-to-date form as well as reassures them the matching program is still active form.

Click here to view an example of Marathon Oil’s matching gift details page where we direct donors to an electronic submission page

Provide Donors with the Matching Gift Form on our Servers – (3rd Preference)

If a company requires employees to submit a paper matching gift form, we do our best to provide the donor with a copy of the form. If it isn’t posted publicly on the company’s website, we request that the company provide us with a copy of the form.

In these cases we host the form on our server (typically as a PDF) so your donors can easily download it.

Rationale: Providing a copy of the form enables a donor to submit the matching gift request without having to dig around for additional information.

Click here to view an example of Coca-Cola’s matching gift details page where we provide a copy of Coke’s matching gift form. 

Redirect Donors to the Company Intranet or HR / Community Relations Contact

Unfortunately we don’t always have the best access to the matching gift forms your donors need. Typically this is for one of the following two reasons:

  1. There’s an electronic submission process which can only be accessed over the company intranet.
  2. The form is posted on the company intranet, but the company didn’t want to share a copy with Double the Donation.

In these cases we typically redirect donors to the company intranet. If it’s an online submission process, we notify the donor of this and ask them to go to a specific location on the intranet or to search for “matching gifts.” If there’s a paper form, we provide it via a link or host the form on our servers.

Rationale: While this is less than ideal, just telling donors “Hey, company XYZ will match your donation up to $5,000 and your organization is eligible” increases the likelihood they’ll log into the company intranet to retrieve the form.

Learn How to Raise More Money from Employee Matching Gift Programs.

Social Media Posts Matching Gifts

12 Social Media Posts About Matching Gifts to Schedule Today

Social Media and Matching Gift Programs

Social media – we all use it in one way or another. But are you maximizing the impact of your social media platforms for your fundraising efforts? Promote corporate matching gift options using Twitter, Facebook, and the like, as a quick and easy, and cost effective way (read: free) to reach your digitally savvy masses!

One great thing about social media is the ability to schedule posts in advance and on a recurring basis, so you don’t even have to remember to do it again for quite some time.

Here are 12 sample posts (Twitter and/or Facebook) we’ve created for your organization to utilize, just so you can see how easy it can be. Remember, Twitter posts must be 140 characters or less, but Facebook has no limit.

Sample Matching Gift Posts for TwitterTwitter can be used to promote matching gifts

  1. Did you know your gift can be doubled, tripled & even quadrupled? Your employer might offer matching gift programs. <Your Double the Donation URL>
  2. Did you donate to us in 2012? There’s still time to submit a matching gift request from your employer! <Your Double the Donation URL>
  3. It’s February – do you love us? We love you, too! Click here to see if your company will double your donations:  <Your Double the Donation URL>
  4. Ever wonder if your employer matches donations? Search our database to learn more about your employer at <Your Double the Donation URL>
  5. Last year, we raised $X from corporate matching gift programs – help make 2013 a better year! <Your Double the Donation URL>
  6. Did you know that tons of organizations offer matching gift opportunities? Check to see if yours does. <Your Double the Donation URL>
  7. It takes just a few minutes to submit corporate employee matching gift forms… have you submitted yours? <Your Double the Donation URL>

Sample Matching Gift Posts for FacebookFacebook is a great platform to promote matching gift programs

  1. 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! <Your Double the Donation URL>
  2. What do Microsoft, Bank of America, IBM, and Verizon all have in common? Each one matches donations made by their employees’ to nonprofit organizations. This means that if you donate, or have donated to <Your Organization’s Name>, and work for one of these four companies, the company will double your donation. Many major employers offer similar programs. Search <Your Double the Donation URL> to find out if your employer offers something like this, as well as to access program guidelines, how-to instructions, and relevant forms. Thanks in advance for taking five minutes to double your donation!
  3. A huge thanks to all of our donors, and a double thanks to those who submit matching fund requests from their employers! Does your employer offer a program like this? Check today! <Your Double the Donation URL>Matching Donation Banner Ad
  4. Help us <Your Organization’s Mission>. Ask your employer to match, double, or even triple your donation today! Check out your organization’s matching gift options here: <Your Double the Donation URL>
  5. We like to brag that our donors are the best. Not only do they contribute to us, but they also take the extra step to see if their employer offers a matching gift program that may double the total donation to our organization! Have you checked to see if your company offers a matching gift option? Thanks for being a super donor if so! Check here to see if your company has a program like this: <Your Double the Donation URL>

For more information on how to use social media to market matching gift programs, check out some additional social media ideas.

Utilizing Matching Gift Programs

Do you work at a nonprofit? If so, take a look at Double the Donation’s matching gift service.

We work with nonprofits across the country to help them increase fundraising from employee matching gift and volunteer grant programs. For many nonprofits, it can be a challenge to track where employees work and communicate out matching gift information to donors.

Let Double the Donation do the hard work of maintaining accurate records of companies which offer employee giving programs. Set up a custom website today which your nonprofit can use to raise more money from employee giving programs.

Nonprofit Leadership Traits

Four Simple Yet Effective Ways to Increase Matching Gift Revenue in 30 Minutes or Less

Simple Ways to Raise Money From Matching Gift Programs

Are you looking to raise more money from employee matching gift programs but don’t have much time?

If you can find 30 minutes, you can make small adjustments to enhance your organization’s matching gift strategy.

Four Easy Yet Effective Ways to Increase Matching Gift Revenue

Promote matching gifts on social media

Do you maintain Facebook and Twitter accounts for your organization? If so, odds are donors and members are scrolling through past messages on a regular basis.

Take a few minutes to create a post about matching gifts. Not only will it appear on your fans’ walls today, but your matching gift post will linger on your organization’s wall forever. Here are a few sample matching gift messages you can use.

And don’t forget, if you use a service to schedule messages in the future, go ahead and create a few matching gift messages to post automatically over the coming months.

Effort: Ten minutes

View examples of how other organizations are promoting matching gifts through social media channels.


Modify your acknowledgement letters and emails to promote matching gifts

Do you send out an acknowledgement letter to donors? If so, this is a great place to promote matching gifts.

While asking donors to “check with your HR department to see if your employer will match your contribution” still places the burden of research on them, it’s better than nothing.

If you subscribe to Double the Donation’s matching gift service, make sure you’re including a link directly to your organization’s custom matching gift website. This makes it easy for your donors to access everything they need to submit their matching gift requests.

Effort: Five minutes

View additional suggestions on ways to modify the acknowledgement letter to promote matching gifts.


Add a sentence about matching gifts to your email signature

Do you ever communicate via email with individual donors or members? If so, utilize your email signature as an easy way to remind donors to submit matching gift requests.

If you subscribe to Double the Donation’s service, link directly to the custom website we maintain for your organization. Otherwise, ask donors to “please check with your company to see if they’ll match your donation.”

Effort: Five minutes

View email signatures you should consider using.


Educate colleagues about matching gift companies in your city

Send out a list of the top companies which match donations to everyone involved with fundraising in your organization. For instance, if you sell memberships, make sure your membership sales reps receive this email. You’ll be surprised to find out that some of your colleagues have never heard of employee matching gift programs.

While you’ll only be able to include a handful of companies representing a small percentage of companies in your area that will match donations, they’re a good way to raise awareness around the potential of matching gifts.

Effort: Ten minutes

View downloadable resources you can use to educate colleagues about matching gifts.


Take your matching gift efforts a step further:

Take a tour of Double the Donation’s matching gift service to see if our service would benefit your organization.

You may also want to check out a list of additional suggested ways to promote matching gifts. While many of them are more slightly time consuming than the above suggestions, they provide greater benefits and help maximize matching gift revenue. These include:

  • Matching gift newsletter articles
  • Banner ads promoting matching gifts on thank you confirmation screens
  • Incorporate matching gifts on the “Ways to Give” page
  • Include a matching gift link on your website’s navigation bar

Readers: How does your nonprofit promote matching gifts to donors and members?