The wording used in various matching gift appeals is an important aspect to consider when revamping your organization’s matching gift strategy. At Double the Donation we try to help our nonprofit clients maximize their fundraising through matching gift programs so we compiled examples of suggested text when marketing matching gifts to donors.
Matching gifts are a great source of additional revenue for nonprofits. Choosing the right message when promoting matching gifts can be the determining factor in whether or not a donor takes a few minutes to lookup their employer’s match program.
To make sure you send the right message, check out our recommendations for:
Ready to get into it? Keep reading!
Matching Gift Text Best Practices
A easy way to increase the visibility of your matching gift promotion is to create a dedicated page for matching gifts either on your website or by using a custom match page on Double the Donation’s servers. Across your marketing efforts you can include text links to this page to help inform donors of their employers match programs. Check out a great example of a matching gift page from ASPCA:
If you want to include matching gift text in your navigation, the exact wording your organization uses is vital when a donor is making the decision to click on the link or move on. We recommend using “Matching Gifts,” “Double your Donation,” or “Matching Gift Company Search.”
We don’t recommend nonprofits use verbiage such as “Corporate Matching” or “Corporate Giving” since the wording doesn’t resonate with individual donors.
Matching Gift Blurb Best Practices
Don’t worry if you’ve never heard of a blurb before. It’s a short piece of writing, usually accompanying a piece of creative work. An example might be the words you place under an image advertising matching gifts.
If you send out emails or paper inserts to your donors that promote matching gifts or volunteer grants, you should be thinking about the matching gift blurb that accompanies these works. Your matching gift blurb doesn’t have to be complicated. In fact, brevity is important. You want to get the message across before the reader loses interest.
The “P.S.” line of a letter, email, or confirmation screen is also an effective spot to highlight matching gifts. Thank your donors for contributing to your cause, then show them how they can make their gift go even further by pointing them to a searchable matching gift database!
Take a look at the blurb from the Piedmont Foundation’s donation confirmation screen. The text reads: “Did you know that many companies match donations made by their employees to our organization? To see if your company will match your donation and to access the appropriate forms, guidelines, and instructions please use the below search box.”
The matching gift database tool will point your donors to valuable information about their employers’ matching gift programs. Here are some examples, using Double the Donation’s matching gift tools:
Matching Gift Verbiage Best Practices
When making an appeal to donors, or potential donors the wording of your appeal is important. Breaking it down further, your choice of verbs can affect the success of a campaign.
People often need a call to action in order to get involved. The key is to ask your donors to do something, to somehow take action. Matching gift appeals need action verbs.
In an email or webpage, phrases like “click here” or “read more” tell your audience what they need to do in order to help the cause. A button that links directly to content can also be useful.
On paper, use the same type of language, but be even more specific about next steps. Take this example from Thirteen:
Individuals want to help. Too often they are held back by a lack of information and no clear directions for how they can be of service. Using the right, clear verbiage can help clarify the steps your donors need to take next.
About Double the Donation’s Matching Gift Service:
Double the Donation’s service is designed to help nonprofits raise more money from employee matching gift programs. Our tools can help your organization raise donor awareness and make it easier for your donors to submit matching gifts.
We encourage you to check out the following resources: