Explore these nonprofit newsletter ideas to freshen up your content.

24 Content Ideas for Your Next Nonprofit Newsletter

Sending a weekly or monthly newsletter to your community is a proven way to engage your supporters and keep them up-to-date with what’s going on at your organization. It’s a great vehicle for sharing news stories, reminding your readers about upcoming events, and reporting on your impact.

That’s why many nonprofit professionals are very eager to start sending regular newsletters to their community. Unfortunately, many of them often come to one of two roadblocks at one point or another: 1) they run out of ideas for what to include in the next newsletter and stop sending them as regularly, eventually stopping altogether, or 2) they run out of ideas but desperately try to stick to the regular schedule, resulting in newsletters so bland that their open rates plummet.

If you have ever found yourself here — or if you’re planning to start sending a newsletter and want to make sure it’s a success — this arsenal of foolproof content ideas will help transform your newsletters into updates that your readers will not only open more often, but will actually look forward to reading.

Once you get accustomed to coming up with new content pieces based on these ideas, you’ll become much better at seeing a potential story in just about anything. The key thing to remember is that everything your readers want to read about is already happening within your organization and the community that surrounds it — you just need to know where to look, whom to ask, and how to communicate it in a way that will pique interest.

Read More: The Essential Guide to Nonprofit Email Marketing

Now without further ado, here are 24 content ideas for your next newsletter and all the ones after that.

1. Beneficiary Story

Does your nonprofit serve a particular community of people? Does someone benefit from the work you’re doing? Get in touch with these people and ask them if they’d be willing to share their story.

It can be very powerful to hear firsthand accounts from the people whose lives have been made better because of your organization’s existence. It serves as a reminder of why your work is so important, makes members of your community feel good about supporting you, and inspires them to continue or increase their involvement.

2. Donor Story

If your organization is supported by donors, you likely have a few (or many) individuals who strongly believe in the work you’re doing and have been supporting you for a long time. Take this opportunity to shine a spotlight on them.

Ask them why they chose to support you, what it means to them, and what they’re hoping to help achieve with their involvement. Not only is this a great way to show your appreciation and acknowledge their long-standing support, but it will also inspire other people to rise up and join them.

3. Staff Member Spotlight

You likely show a lot of love to your donors, volunteers, and board members, but your staff members are some of the most hard-working and dedicated people in your community. Don’t forget to show them some appreciation by shining a spotlight on what they do for your organization — it’s a great way to build morale among your employees.

For those who read your newsletter, it puts a face and a story to the name they’ve likely exchanged emails with or spoken to on the phone; it shows transparency and authenticity on your end and allows them to build a more personal connection with your organization.

4. Volunteer Spotlight

What about writing a story about one of your volunteers? Maybe you have someone who’s been a volunteer at your organization for years — or decades! They would definitely have an interesting story about how and why they got started and how they’ve seen your nonprofit grow over the years. Or maybe you have a volunteer who has just joined — ask them why they joined and what they’re hoping to get out of this experience. Volunteers always have a very special reason for why they do what they do — all you have to do is ask!

5. Sponsor Spotlight

If you have a corporate sponsor or a business that supports your work with monetary gifts or in-kind donations, your newsletter is a great place to recognize them with a special story. You can interview the CEO or showcase all the ways in which this sponsor has impacted your community. Most companies are looking for exposure for their brand by making charitable contributions, so featuring them in a newsletter is a great way to deliver that.

6. Q&A With a Member/Donor

Publishing a story about a member or a donor can be a special once-in-a-while feature, but you can also showcase your members in a brief but more regular way. What about coming up with a few standard questions and getting a different member to answer them every week?

Having a consistent element across all of your issues will get readers into the habit of anticipating it, making them more likely to open the newsletter week after week to read the next Q&A in the series.

7. Member of the Month

Has a member gone above and beyond with their involvement? Acknowledge them with this special accolade — it will make them feel appreciated and will likely inspire others to strive to receive the same honour in the following months.

8. Timeline of Your Nonprofit’s Milestones

No matter how long your organization has been around, you likely have a pretty interesting story about how you came to be and the milestones you’ve had to hit to be where you are today. While some of your long-standing members may already be familiar with these, it’s not a bad idea to re-ignite the conversation every now and then, especially for the sake of the brand new members.

Maybe you could even throw back to this timeline every time you have a new milestone to add to it — say, for example, your nonprofit was just endorsed by a local celebrity, or you’ve just hit a record number of members or donations.

9. From Our Friends

Is there an organization that does similar or complementary work to yours? Why not partner with them and offer a fresh take on your shared mission to your respective audiences? They could write a guest piece for your newsletter and you could do the same for theirs in exchange.

This will help raise awareness about your cause, introduce more people to your organization and provide your readers with refreshing and informative content.

10. In the Know

Have you heard something in the news recently that affects your organization’s work or is simply relevant to your mission? Maybe it’s a new law that was passed or news about a larger organization making big strides in your sector.

Be sure to share it with your readers – it will help them stay informed, spark conversation, and will make everyone involved a little more equipped to deal with the issues your organization strives to eliminate.

11. This Day in History

Similarly to sharing current news relevant to your organization, why not invite your readers on a trip down memory lane and remind them of important events that happened on the same day, week, or month, but a few (or several) years ago?

Chances are, your mission is related to an issue that many others before your organization had made progress on. Acknowledge their contribution and thank them for taking steps in the right direction, ultimately making your work a little easier.

12. Upcoming Events

Hopefully, this is a section you already include in your newsletter. If your nonprofit hosts frequent events, this is a great way to keep your members in-the-know and remind them about what’s coming up soon.

13. Photo Gallery from Past Events

Once an event has passed, don’t forget to follow up with your community about it. You can share a few highlights and key outcomes and thank the attendees for their participation. Most importantly, offer a preview and a link to the full gallery of photos from the event.

The people who attended will be happy to reminisce about a great time and will eagerly flip through the gallery in hopes of seeing their own photo pop up. The people who didn’t attend will be curious to see what they missed and will be more likely to come to your future events.

14. Photo Essay

Post-event follow-up is not the only time when you can share meaningful photos with your community. What about putting together a photo essay based on a particular theme, such as a year in review, volunteers in action, behind-the-scenes, power of teamwork, etc.

You can also ask your members to submit their own photo essays — they definitely have unique perspectives and experiences. Then, feature the best ones in your newsletter.

15. Report on Your Progress

You are hopefully already reporting on your progress and impact through communication pieces like your annual report and other impact reports, but your newsletter is a great vehicle for sharing quick updates and short summaries of what you can later expand on in a report.

Your community wants to stay up-to-date on what their involvement is helping to make possible, so providing regular updates will ensure that they stay engaged and committed to your cause.

16. Tips & Advice

Your nonprofit’s mission is likely part of solving a larger issue — one that affects your community on a daily basis. Why not offer your readers uplifting tips and advice relevant to your work to help them make small differences in their everyday lives. For example, a nonprofit that advocates for better public education on healthy eating choices includes one meal recipe at the end of each of their newsletters.

It’s an easy and fun way to get your community involved from the comfort of their own homes and keep your mission at the top of their minds.

17. Answering Questions from Members

Members of your community almost definitely have insightful questions and ideas for discussion. Why not open up the floor and let everyone contribute? Chances are, many other members have the same inquiry but don’t have the confidence to step forward and ask.

Encourage them to email their questions or concerns and dedicate a space in each of your newsletters to address one of these questions. This gives you the freedom to screen them to make sure you’re only answering the most relevant and appropriate ones. It’s not a bad idea to make them anonymous too, but you can also leave that up to the people submitting the questions.

18. Note from Leadership

Leaders inspire vision, action, and a sense of community, not only in an organization’s staff members, but in all who are associated with the organization. This is especially true for nonprofits. Your President, Founder, CEO, Director of Development, or any other person in a position of leadership has the power to inspire your community and remind them why they joined in the first place.

Make sure your members hear from this person often and that the message is well crafted and to the point, but is also authentic and down to earth. There’s nothing worse than an address from leadership that uses boilerplate language and feels like it wasn’t written by that person at all.

19. Ideas for Action

Advancing your nonprofit’s mission doesn’t have to stay within the walls of your organization. There are probably small things that members of your community can do in their own lives. You can use your newsletter to remind them that there are things they can do right now to help. For example, if your nonprofit’s mission is to protect the environment, remind your readers of some easy, low-waste swaps they can use in the kitchen that will help reduce their use of plastic.

20. Spread the Word

Similarly to the above point, members of your community can help advance your mission by sharing content from your newsletter with their own circles and social networks.

To encourage this, be sure to offer shareable content that your readers will resonate with. This includes meaningful quotes about your mission, powerful statistics, and infographics. Don’t forget to include a clear call for action, such as a “Share” button, that automatically tags your social media accounts.

21. Food for Thought

Are there issues that you aren’t sure how the world is going to solve? Is there a philosophical, ethical, or moral question that keeps you up at night? Get your members involved by providing this as a prompt and encourage them to think about it or bring it up in conversation with the people around them. It never hurts to keep the conversation going. Plus, you never know — your prompt might just reach someone who has the answer.

22. Wish List

Is your organization looking for any particular in-kind donations? This is the place to ask for them. Just be sure to provide a specific request and a clear set of instructions for how to arrange their delivery.

23. Call for Volunteers

If you’re like most nonprofits, you’re probably always looking for volunteers. Your newsletter is the perfect place to let people know what you’re looking for. Just remember that it’s best to provide specific descriptions of the types of work you need done and the time commitment required. More people will respond if they have a clear sense of whether or not this is something they can commit to.

24. Call for Donations

Lastly, you can always mention your current campaign or ask for donations to a specific fund/program. Make sure your call to action is specific and remember not to include this in your newsletter too often — you don’t want to deter your members from opening your newsletters in the future. At the end of the day, your newsletter is not part of your fundraising plan, its primary purpose is to keep your community engaged and interested in what you’re doing.

So there you have it. Hopefully, this list gives you some ideas about what to include in your newsletters. The most important takeaway is that your audience wants to read stories about how their involvement is helping to advance your mission.

Look within your organization, talk to as many people as you can to get their perspectives, and be on the lookout for what’s going on with nonprofits similar to yours. You’ll be sure to find everything you need to create meaningful and compelling content.

Sayana Izmailova from Wild Apricot is the guest author of this post on newsletter ideas.

This post was contributed by Wild Apricot.

About the Author: Sayana Izmailova is the Content Marketing Specialist at Wild Apricot, a membership management software. She has worked at a number of nonprofits and uses her experience to help small organizations advance their missions.

5 Ways to Encourage Donors to Submit Employee Matching Gift Requests

As a fundraising leader, you’ve put a lot of thought into how to market matching gifts before and during the donation process. But for the donor, clicking submit or mailing their check often feels like the final step.

We’ve put together a few ways to encourage your donors to take that next step and submit their matching gift requests.

1. Send a follow-up email

Send a quick email to your donors that specifically asks them to take the next step and submit their matching gift requests. Make sure that this email includes an explanation of matching gifts and truly illustrates how easy they are to request.

Even better, use Double the Donation’s 360MatchPro portal to send automated outreach to your donors about matching gifts. When your donors make a contribution, they are automatically sent an email that includes their company-specific matching gift information and a link to their employer’s submission form. Though sent from 360MatchPro, these emails are branded to match your organization, which makes the appeal more personal for your donors.

2. Pick up the phone

Sort through your donations and identify your top contributors. Call these donors to thank them for their gift and encourage them to submit their matching gift request. Many donors would be happy to support your organization in this way, they simply know about matching gifts.

Lack of donor awareness is the biggest hurdle to increasing matching gift revenue. If you’re able to walk them through the process on the phone and provide them with information about the process and the guidelines they need, they will be more likely to submit and more likely to tell their friends.

3. Send a note in the mail

Good old-fashioned postage is still a great way to touch base with your donors! Send a postcard, letter, or buckslip to share information about matching gifts. You can also use these mailers as a call to action that encourages the donor to submit their matching gift request.

Many companies have very generous matching gift request submission deadlines. This window is often between three months and over a year, which gives donors plenty of time to get their donations doubled!

4. Educate your Staff

You can easily raise your match submission rates among your donors by looking inward. Make sure that your organization is cultivating a knowledgeable staff, with every employee understanding your organization’s procedure for processing matching gifts. When your team knows the basics of matching gifts and feels confident explaining the process, you can work together to create an outreach strategy that is specific to your donor base.

5. Market Matching Gifts Everywhere.

The most effective way to encourage donors to submit their matching gift requests: mention matching gifts as often as possible! Include matching gift information in your acknowledgment letters and emails, on your website, and in your social media posts. Check out a few examples here, and download our Ultimate Guide to Marketing Matching Gifts for even more information.

Retaining matching gift donors is simple when you acknowledge them correctly with these tips.

Retaining Matching Gift Donors: 4+ Effective Strategies

Thanking donors should be at the top of your priority list for your fundraising strategy. You should put a special emphasis on thanking donors who complete matching gift requests, because those that do took the extra time to fill out the necessary paperwork.

If you don’t show your appreciation for those who generously support your organization, they won’t be as loyal. In fact, they’ll be much more likely to start supporting other nonprofits that do thank them.

Ask yourself this: Is your organization taking the time to thank individuals who submit matching gift requests? Matching gifts are often an overlooked area in fundraising in general, and in donor recognition especially.

There are several strategies used to thank donors for their donations. They’re all designed around showing your donors that you appreciate their matching gifts. When coming up with an acknowledgement strategy, consider the following:

  1. Letters and postcards
  2. Email recognition
  3. Newsletter recognition lists
  4. Social media recognition

Nonprofits thank their supporters with the knowledge that a little recognition goes a long way when it comes to retaining donors. The same applies for matching gifts. If you acknowledge this valuable contribution, you increase the likelihood of that donor submitting a matching gift again in the future.

Ready to learn about some of these recognition strategies? Let’s get started!
Letters and postcards are an effective way to say thank you and to retain your matching gift donors.

1. Acknowledgement Letters and Postcards

Many nonprofits use tangible thank-you letters and postcards to recognize their donors when they make a donation. If the donor submitted the matching gift form at the same time as their donation, simply modify the letter you were originally going to send, and add a section thanking them for their matching gift.

If the matching gift form is submitted by the donor after you’ve sent a thank-you note, you’ll want to send a separate acknowledgement letter about how you appreciate the time they took to complete the match request. Not only do donors want to know that their form is being processed, but you’ll also stay fresh on their minds without asking for another donation.

Similar to acknowledgement letters, postcards are a cost-effective way to say thanks to donors for submitting a matching gift. Here’s a sample matching gift postcard sent out after the organization received the matching gift check. Oftentimes, these are sent once the check is actually received, many months after match forms are initially submitted.

Sample Matching Gift Postcard sent by the University of Michigan (Front Side)

Check out this matching gift acknowledgement postcard from the University of Michigan.

Sample Matching Gift Postcard sent by the University of Michigan (Back Side)

The University of Michigan sends out matching gift acknowledgement letters like this one.

If your nonprofit team doesn’t have experience with writing letters, no worries! There are plenty of free matching gift letter templates floating around the internet to help you get started.

Acknowledgement emails are a great way to boost matching gift donor retention.

2. Email Recognition

If changing your pre-formatted donor letters turns out to be a hassle or you don’t have the funds to send a separate matching gift acknowledgement card, why not automate the whole process with a dedicated email for matching gift donors? With the right automation system, you can use customizable templates and brand these emails to your organization. Plus, your team will save time!

The email doesn’t have to be long or complicated. All it takes is a few sentences thanking them for submitting a matching gift. Check out this example from North Carolina State University:Check out this email that acknowledges matching gift donors.

Be sure to highlight how important matching gifts are for your organization. That way, donors will feel appreciated and will know their impact (and continued support) is vital to the success of your organization.

Otherwise, you’ll face the possibility of losing valuable supporters, or at the very least, you won’t receive matching gifts from them in the future.
Newsletters let your donors know you appreciate them and can boost matching gift donor retention.

3. Newsletter Recognition Lists

If your organization sends out a regular newsletter, consider adding a section where you list the overall financial impact of matching gifts that you’ve recently received. Specify which projects have benefited because of matches and how they’ve benefited. That way, donors who have completed the match process will know exactly where their contributions are going.

It could even be as simple as stating the number of companies that matched gifts and saying how much extra money you raised through matches. Here’s an example of a graphic you can include in your newsletter:

In your newsletter, include a graphic that tells your donors key matching gift statistics to acknowledge your matching gift donors.

If you want to take it a step further, outright name the companies which provided matching gifts as well as the specific donors who took the time to complete the process. While publicly acknowledging your donors, you’ll simultaneously increase awareness of matching gifts among your other donors.

Not only is this a great retention strategy, but it can start the matching gift conversation with other supporters, too!
Making public recognition posts on our nonprofit's social media platforms help you start the conversation about matching gifts and can help retain your matching gift donors.

4. Social Media Recognition

As society’s tech usage and reliance increases, so should your nonprofit’s web presence. You should start with your organization’s website (See examples here!) and branch out to social media.

Utilize your social media accounts to promote matching gifts by recognizing individuals by name who submit matching gift requests. Not only does this immediately acknowledge your matching gift donors, but it also alerts all your other followers about corporate giving programs.

Here’s an example from the Kittens Rescue Club, where they thank their matching gift donors and start the conversation with other supporters:

Social media recognition like this is a great way to retain your matching gift donors.

When you establish social media pages for your nonprofit and regularly post updates, your supporters will feel motivated to share your well-written posts, allowing you to reach the largest possible audience. Save time, raise awareness, and increase donations — all with a single tweet or status update.

A matching gift database helps you pinpoint your revenue opportunities and can increase matching gift donor retention.

5. Matching Gift Database: How Double the Donation Can Help

Matching gifts are a key part of an effective fundraising strategy, and so is recognizing your donors who complete the match process. With the right matching gift database in your tech toolkit, you’ll instantly recognize corporate giving opportunities by seeing which of your donors are match-eligible, and you’ll know when to show appreciation to them. That’s where Double the Donation comes in.

Here’s how Double the Donation’s matching gift and volunteer grant database works:

  1. Your team embeds the tool on your nonprofit’s website or donation page.
  2. Donors search their employers, either before or after they donate.
  3. They instantly receive results (e.g. available guidelines and forms).

When you embed Double the Donation’s matching gift plugin across your website and fundraising channels, you’ll pinpoint eligible donors and maximize your potential revenue.

Larger nonprofits may benefit even more from 360MatchPro by Double the Donation, which recognizes match-eligible donors through email screening. From there, these donors will be encouraged to submit match requests through automated email reminders, pushing their match to completion.

By keeping up with donors’ eligibility and their match-completion status, you’ll know when to reach out to them to ensure they know about their opportunities. Plus, once their match goes through and your organization receives the check, your team can properly thank them. Whether that’s through an acknowledgement letter, a direct email, a newsletter, or a social media post is entirely up to your organization.

Without your generous donors, your nonprofit wouldn’t be able to continue working toward its mission. When your donors take the time to submit match requests to their employers, make sure to acknowledge them. Otherwise, you’ll likely lose their loyalty.

Reinforce their actions and stay fresh on their minds by outwardly thanking them. Plus, public recognition helps promote these valuable revenue opportunities to donors who wouldn’t otherwise know about them.

If your donor can potentially double their impact without reaching back into their own pockets, in most cases, all you have to do is make them aware and guide them through the process. Make sure your supporters receive the recognition they deserve. By using these different strategies, you’ll boost your revenue and retain your vital supporters all at once!

Check out these fundamental best practices for acquiring matching gifts.

The 11 Must-Know Matching Gift Best Practices for Nonprofits

Have you ever been to a movie double feature? You get in the movie-going mood, take the time out of your busy life to make it to the theater, buy your popcorn, splurge on a huge soda, and then settle in for two great films. Oh, and most importantly, you’re only paying for one.

Matching gifts are fundraising double features. For the time and cost of acquiring one donation, you get twice the funding.

Once a donor contributes to your organization, they can submit a request to their company (if they have a program) to have their gift matched. If your nonprofit qualifies, the corporation will send a check for the same amount (or more!) depending on the company’s matching ratio.

However, it will take your team a bit of extra planning to secure that extra revenue.

To ensure that your nonprofit maximizes its efforts, we’ve curated a list of the 11 most valuable matching gift best practices:

  1. Study up on matching gifts. 
  2. Appoint a matching gift coordinator. 
  3. Raise awareness about matched giving. 
  4. Collect donor employer details. 
  5. Strive for easy accessibility. 
  6. Keep records of individuals’ matching gift statuses. 
  7. Thank your donors for submitting a matching gift request. 
  8. Cultivate relationships with donors’ companies. 
  9. Maintain and update your donor records. 
  10. Perform prospect screening. 
  11. Track and review your progress. 

Follow these tips, lean back in your seat, and watch the credits roll!

Before promoting matching gifts to your donor, make sure your entire team knows the fundamentals.

1. Study Up on Matching Gifts

Here’s the good news: if you want to learn about matching gifts, you will have no issue doing so with the countless resources online.

The topic of matching gifts isn’t incredibly intimidating once you take the time to develop a better understanding of the process. Reaching an effective level of working knowledge is certainly possible.

Begin like you would with any subject by reading what you can. Try to build a strong foundation of knowledge, so that when you implement your program you’ll be set to handle obstacles as they arise.

Having a keen sense of matching gifts and what goes into obtaining it is crucial in planning your program and standardizing your processes.

For instance, learning the matching gift guidelines for the three biggest companies in your area can help your team target donors from those companies. Chances are, some of your current donors work at one of those three.

Before you can implement a surefire matching gift strategy, you need to develop a solid understanding of this type of corporate philanthropy. Otherwise, you won’t be able to relay the necessary information to your supporters. Kick-off your research with our comprehensive matching gift guide.

Designate a matching gift specialist to pinpoint all your corporate giving opportunities.

2. Appoint a Matching Gift Specialist

In the ideal situation, everyone on your organization’s team will be well-versed in matching gift programs. However, by appointing an expert to lead your team, you’ll have the time and resources to implement matching gifts into your overall fundraising strategy.

Your nonprofit will be more prepared after hiring a matching gift specialist than it would be having your whole staff know just a few basic facts about matching gifts. The coordinator is the expert, but the rest of your employees should know enough to field the questions that they can and pass along the rest as needed.

The specialist is the designated point-person for all matching gift queries and problems, as well as the staff member in charge of seeing the donations through until the end.

Your coordinator will be able to keep your various departments in the loop about what’s going on and need-to-know information.

All staff members should be promoting matching gifts when relevant, but the matching gift coordinator is the coach leading your team to victory.

If the matching gift specialist position is new territory for your organization, why not consider hiring an executive search firm? Consultants can help you craft the perfect job description and lead you through the entire hiring process, ensuring that everything runs smoothly!

What if you don’t have the funds or employee base to designate a matching gift coordinator?

Set aside some time and have designated team members do the research and put together matching gift materials including:

  • Educational packets
  • Letter templates
  • Newsletters
  • Answers to FAQs
  • Fast facts

With these resources, any member of your team is now armed with working knowledge of matching gifts and is prepared to handle most matching gift occurrences and problems. Otherwise, you won’t truly maximize your matching gift potential.

Promote matching gifts to your donors.

3. Raise Awareness About Matched Giving

Once your team has a solid understanding of matching gifts and an idea of how the process will work internally, it’s time to spread the word! People need to know about matching gifts before they can request them.

No need to be shy at this point; the goal is mass awareness. Lucky for everyone, technology has drastically improved over the years, so nonprofits now have plenty of ways to promote matching gifts.

Put matching gifts on your ‘ways to give’ page, like Girls Scouts of Greater Atlanta did:

Promote matching gifts on your 'Ways to Give' page.

Create a dedicated matching gift page, like the ASPCA did:

Create a dedicated matching gifts page on your website.

These are just two of many, many options. Get creative! To get the word out about matching gifts, try the following:

Matching gift promotion should span all of your communication platforms. Diversify your marketing so that it can reach the largest possible audience of donors.


Become a Matching Gift Expert! Grab our Free Ultimate Guide to Matching Gifts.

Employer info gives you insight into which donors work for companies that have matching gift programs.

4. Collect Donor Employer Details

The educational materials you give your donors will provide them with the tools they need to determine their eligibility. However, the matching gift process is not passive. Your nonprofit shouldn’t sit back and wait for donors to come to you; rather, your team should be actively recognizing and pursuing your eligible donors.

If your staff can immediately see your donors’ employers in your database, they can go the extra mile to obtain donations.

A major gift donor who works for a company with a generous matching gift program can make a huge difference in a nonprofit’s annual budget. Plus, you won’t waste the time of your employees when you double donors’ contributions with minimal extra effort.

Knowing the companies your donors work for will help you segment your matching gift prospects.

For instance, if you’re promoting via email, zeroing in on only the prospects with the most potential wouldn’t make sense. Instead, consider a calling campaign. Team members won’t have time to call all donors and prospects. That’s where segmenting by employer can make a world of difference.

Segmentation by employer allows you to instantly recognize match-eligible donors. Sometimes, these donors might be aware of the opportunities, but they just need an extra push to complete the process!

Make sure your donors understand the matching gift process.

5. Strive for Easy Accessibility

For a donor, securing a matching gift is an easy process that has the misfortune of sounding complicated. To remedy this, brand it better by simplifying the process.

Clear and concise language with straightforward directions will encourage your donors to seek out matching gifts. Donors who have already been generous enough to donate should not have to follow-up with a ton of paperwork.

To better explain matching gifts, you can:

  1. List the typical steps involved in the process on your matching gifts explainer page.
  2. Insert a matching gift widget that can help the donor search for their company’s program.
  3. Mail out informational materials about corporate philanthropy.
  4. Highlight key matching gift statistics in your educational resources.
  5. Point out a few of the companies that commonly match gifts for your nonprofit.

Ensure that your nonprofit is a one-stop-shop for all things matching gifts! That way, donors won’t have to seek out this information themselves. Get ahead of the game and give your supporters all the information they need to fully understand their opportunities.

Keep updated records on your matching-gift-eligible donors.

6. Keep Records of the Individuals’ Matching Gift Statuses

Maintaining ongoing records of donors’ matching gift statuses falls under the matching gift coordinator’s jurisdiction.

Essentially, you’ll want to know what requests have been made, when they are processed, and when they have been fulfilled.

Keeping accurate records will guarantee that no revenue opportunities slip through the cracks. There can be a lot of moving parts in the process among the donor, donor’s employer, and the nonprofit, and there will be some level of back-and-forth.

A clear trail of what has happened and what needs to happen will make interactions a lot easier and a lot more efficient. For instance, a matching gift database like 360MatchPro by Double the Donation can track match progress. It automatically identifies opportunities to use corporate matching gift programs by searching donors’ email domains and can drive matches to completion through tracking tools and automated messaging options.

The more standardized and systematic the process you use is, the better the results will be.

Thank your donors for fulfilling matching gift requests.

7. Thank Your Donors for Submitting a Matching Gift Request

Donors involved with matching gifts have gone the extra mile for your cause, so your appreciation should match that level of energy.

Just like matching gifts have doubled your donations, matching gift thank yous should be double as well. Thank them once for the initial donation and a second time when the matched gift goes through.

In fact, you may even want to put together a special event to honor matching gift donors. The goal is to show genuine gratitude towards what they’ve done to help, and something like a special event will also promote the program to those who are unaware of it.

If you don’t have the resources for an entire event, try publicly thanking those involved on social media. Social media is a great place to promote matching gifts and is also a top outlet for acknowledgment.

For instance, a strategic Facebook post can kill two birds with one stone by thanking a matching gift donor while getting the idea of matching gifts into the heads of your Facebook community.

Nonetheless, you’ll need to find an appropriate way to demonstrate your gratitude and ensure that the donors feel appreciated. Whether it’s through a full-blown appreciation event or through thank-you letters, let your donors know their contributions are vital to your mission.

Develop relationships with businesses that offer matching gifts in your area.

8. Cultivate Relationships with Donors’ Companies

You should also consider thanking your donors’ companies as well. The donor has brought the company to you, so go ahead and cover all your bases.

Matching gifts can provide a much-desired introduction to major corporations with top-notch corporate giving.

When an employee asks their company to match their gift, by nature of the process, the company will be exposed to your nonprofit. If you want to foster a new relationship, your nonprofit is going to have to impress the company. In some cases, you’ll even develop long-term partnerships with them.

By having all of your matching gifts ducks in a row, your staff can focus on building those corporate relationships, instead of troubleshooting submission issues.

Plus, whenever you need an extra helping hand at one of your events, these companies will likely be more than happy to help out through their corporate volunteer program since you’ll already be on their radar.

Keep your donor database organized so you can pinpoint all matching gift opportunities.

9. Maintain Your Donor Records

A disorganized and dysfunctional donor database is really going to hold your fundraisers back when it comes to matching gifts. With out-of-date information, your staff has no chance of making an efficient attempt at acquiring matching gifts.

If your organization fails to collect vital donor information, simply reach out to donors. For example, you could send out mailers with blanks for donors to fill in any changes to their personal details. Something as simple as an email asking them to confirm and update their information can work.

From there, refine your process by encouraging donors to fill out their personal details when they donate for the first time.

Once the information is in your system, your next move is going to be making sure those who need it can find it. Having data stored in such a manner that only one senior team member can find it doesn’t do your organization any good, so make sure all your team members who are involved with the donation process have access to this data.

Prospect research can show you donors who are more likely to be eligible for matching gifts.

10. Perform Prospect Screening

If you’re looking for donors with large capacities to donate and great matching gift programs, prospect screenings can be a big help.

Prospect research can provide major insights into your donors. Search for vital details like business affiliations of potential donors, like where they work and where their spouses work. If a donor’s spouse works for a major matching gift company, your donor will often qualify for those donations as well.

Matching gift participation rates can vary from 3% to 65% based on how much the individual companies promote their programs. Don’t let this vital process fall through the cracks. Instead, screen your donors to find overlooked opportunities.

With the knowledge derived from prospect screening, you’ll be able to take a well-prepared approach to finding matching gift donors and will be well on your way to maximizing your revenue.

Track your organization's fundraising progress to pinpoint areas of improvement in your matching gift strategy.

11. Track and Review Your Progress

Students earn grades and receive progress reports. Professional athletes watch game tape and practice all week long. No one can get better without locating weaknesses and focusing on changing them.

This rule applies to matching gifts as well. An established system designed with achievement assessment in mind is a valuable asset.

In order to properly grade your program, track:

  • The matching gift money raised in previous years.
  • The matching gift money raised after establishing your corporate philanthropy strategy.
  • Your top matching gift employer.
  • The costs and time it takes to acquire matches.
  • The percentage of your total revenue that matching gifts account for.

Simply advocating for matching gifts won’t be enough to run a successful program. Tracking data and looking at results is the best way to pinpoint areas for improvement.

Matching Gift Database: Identify Matching Gifts with Double the Donation

Matching gifts play a major role in your nonprofit’s fundraising strategy. As you now know, eligible donors can double (maybe even triple!) their contributions through their employers. The key is to make them aware of their available opportunities and ensure they follow through with the process.

Double the Donation can simplify this process and make it easy for nonprofits and employees to take advantage of corporate philanthropy. When you embed the matching gift plugin across your website and fundraising channels, you’ll maximize your revenue potential.

With more than 8,500 organizations using it, Double the Donation offers the industry-leading matching gifts database. It allows users to search more than 20,000 companies and subsidiaries which represent 15+ million match-eligible individuals.

As the most comprehensive source of matching gift forms and instructions, corporate employees will be able to quickly check their eligibility and submit requests to their employers.

Double the Donation's tools make it easy to maximize your matching gift revenue!

Larger nonprofits may benefit even more from 360MatchPro by Double the Donation. This system goes beyond providing users with necessary instructions and forms. It recognizes match-eligible donors through email domain screening, and through automated reminder emails, donors will be encouraged to complete the matching gift process. Your staff will save time while still providing donors with the necessary guidance for completing their matching gift requests promptly.

Corporate giving programs are out there for the taking. Major corporations like GE and Microsoft have some of the best matching gift programs in the world. Make sure your nonprofit’s team can easily recognize these opportunities.

Institute these matching gifts best practices and get ready for the second movie to start.

For more matching gift advice, check out these additional resources: 

  • Marketing Matching Gifts: Want more ways to promote matching gifts? This guide takes you through several ideas on how your organization can best market matching gifts.
  • Ultimate Guide to Major Gifts: Encouraging major donors to submit matching gifts can add even more money to your annual fund. Learn the ins and outs of major donors with this helpful guide.
  • Matching Gifts Guide: Need to go back to the basics of matching gifts? Check out this comprehensive guide by Recharity.
Learn about matching gift deadlines here.

It’s Never Too Late for Donors to Submit Matching Gift Requests

Are you just jumping on the matching gift bandwagon? Worried about having to build a program from the ground up with all new donations?

Fear not, many of your past donors are still eligible for matched gifts.

Matching gifts don’t have to be submitted immediately after the donation is made. Although, it is to your benefit to encourage your donors to make the request as soon as possible because:

  1. The farther from the donation a supporter gets, the less likely he will be to follow-up with a matched gift
  2. The sooner your nonprofit receives the extra funds, the sooner it can put those funds to good use

Matching gift deadlines vary by company, so there’s still time to promote matching gifts to donors who contributed to your organization this year.

Donors simply have to fill out and submit their employer’s matching gift request forms. However, you need to inform donors of this opportunity first.

Learn how to promote matching gift programs.

How Do I Promote Matching Gifts?

Matching gift request submission deadlines mean little if your organization isn’t informing donors of the opportunity presented to them through matching gift programs. How will a donor know to submit a request on time, if they aren’t aware they’re supposed to submit one in the first place?

Luckily, marketing matching gifts to your donors is easier than ever with the help of matching gift tools. With proper software, you can both inform donors of their match eligibility and provide them with information regarding starting the matching process. When updating your matching gift processes, be sure to consider Double the Donation’s 360MatchPro.

This matching gifts automation software automatically discovers which of your contributors are match-eligible. Then, after identifying these opportunities, the software sends match-eligible donors marketing emails detailing how to begin the gift request process! 360MatchPro is a robust solution, best suited for larger nonprofits looking to improve already-existing processes.

Learn the 3 types of matching gifts deadlines.

Matching gift deadlines typically fall under one of three types:

  1. Within a set number of months — A company will stipulate that it will match a gift up to, for example, 3, 6, or 12 months following the initial donation.
  2. By the end of the calendar year — This option is fairly straightforward. Employees must submit for a match within the calendar year of the donation.
  3. By the end of the calendar year with an extended grace period — In this instance, a company will grant matched gifts through the end of the calendar year and then tack on an additional month or two for employees to submit their matching gift requests. Standard extensions go through end of January, February, or March, but rarely go past the 31st of March.

To get a better understanding of what the guidelines look like in practice, let’s look at some examples.

Learn about the month-based matching gift programs deadline model.

Deadline #1: Within a Set Number of Months

While most companies allow donations to be submitted far after the date a donation was made, deadlines do vary. Some major companies have much more time-sensitive deadlines for their matching gift programs.

Here are four companies with matching gift submission deadlines ranging from 30 days to 365 days from the donation date:

AdobeLearn about Adobe's matching gift program submission deadline.

Adobe offers a matching gift program wherein the company matches donations up to $10,000 per employee per year. Employees are also able to submit grant requests for $250 per every 10 hours they volunteer with a nonprofit.

The company offers an easy to use online portal for employees to submit their matching gift requests and to log their volunteer hours.

Match request deadline: All matching gift requests must be submitted by employees within one year of the donation date.

Click here for additional details on Adobe’s matching gift program.


DirectTVLearn about DirecTV's matching gift program submission deadline.

DirectTV matches donations of up to $20,000 per employee per year and provides grants of $10 per hour (max $250) volunteered by an employee. DirectTV has an easy-to-use online submission process for both programs.

Match request deadline: All matching gift requests must be submitted by employees within six months of the donation date.

Click here for additional details on DirecTV’s matching gift program.


AltriaLearn about Altria's matching gift program submission deadline.

Altria offers a generous matching gift program (up to 30K annually per Altria employee) as well as large volunteer grants ($500 after 25 hours of volunteering).

Match request deadline: All matching gift requests must be received by Altria’s program administrator within 90 days from the date of the gift.

Click here for additional details on Altria’s matching gift program.


Fannie MaeLearn about Fannie Mae's matching gift program submission deadline.

Fannie Mae matches employee donations up to $2,500 and offers grants up to $500 when employees volunteer. Unfortunately, some organizations miss out on this funding since they aren’t ensuring donors submit matching gift requests in a timely manner.

Match request deadline: Fannie Mae donors and volunteers must submit a matching gift request within 30 days of the date of the donation, or by December 31st of each year, whichever is sooner.

Click here for additional details on Fannie Mae’s matching gift program.


Learn about the calendar year-based matching gifts deadline type.

Deadline #2: End of Calendar Year

Many companies ask that employees submit their match requests in a timely manner but will still match donations made in a calendar year, or by December 31st of that year.

Here are a few examples:

AetnaLearn about Aetna's matching gift program submission deadline.

Aetna matches donations from employees and retirees up to $5,000 to approved organizations. Aetna also enables employees to allocate a $300 grant to a nonprofit after they volunteer for 20 hours in a year.

Match request deadline: Employees are encouraged to submit the matching gift request as soon as possible but have until December 31st to submit their matching gift requests.

Click here for additional details on Aetna’s matching gift program.


Freeport-McMoRanLearn about Freeport-McMoRan's matching gift program submission deadline.

Freeport-McMoRan matches donations of up to $40,000 to a wide range of nonprofits. The first $1,000 donated is matched at a 2:1 rate. Anything above $1,000 is matched at a dollar for dollar rate.

Match request deadline: While Freeport-McMoRan encourages employees to submit matching donation requests at the time of the initial donation, employees can submit matches until Dec. 31st of the year following the date of the donation.

Click here for additional details on Freeport-McMoRan’s matching gift program.


Learn about the grace period-based matching gift deadline type.

Deadline #3: End of Calendar Year + Grace Period

Here are three companies that extend their calendar year deadline with a grace period.

BoeingLearn about Boeing's matching gift program submission deadline.

Boeing offers a monetary match, a volunteer grant match, and a grant when employees participate in a fundraising event such as a walk or run for a cause. The deadlines for all three of Boeing’s employee giving programs are as follows:

Employee deadline: Boeing employees must submit gift match requests no later than January 31st of the year following the contribution/participation.

Click here for additional details on Boeing’s matching gift program.


VerizonLearn about Verizon's matching gift program submission deadline.

Verizon matches donations up to $5,000 to educational institutions and up to $1,000 to all other nonprofits.

The Verizon Foundation also provides grants of $750 to organizations where an employee volunteers for at least 50 hours in a calendar year.

Employee deadline: Matching gift requests must be entered into the electronic matching gift system before January 31st of the year following the date of the donation.

Click here for additional details on Verizon’s matching gift program.


Bank of America / Merrill LynchLearn about Bank of America's matching gift program submission deadline.

Bank of America (including Merrill Lynch) matches employee donations to nearly all nonprofits. The company also provides grants when employees volunteer on a regular basis.

Employee deadline: Employees must complete an application and have the recipient organization verify the gift. This information must be received by January 31st of the year following the date of the donation.

Click here for additional details on Bank of America’s matching gift program.


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!


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.


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

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

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 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.


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.

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

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

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.