If you're looking for a way to increase donations without asking supporters to reach deeper into their pockets, matching gifts may be your secret weapon. Thousands of companies offer matching gift programs, where they’ll match donations made by their employees to eligible nonprofits, often doubling or even tripling the original gift.
Here are seven actionable ways to seamlessly integrate matching gifts into your fundraising plan:
- Train your fundraising team.
- Create a dedicated Matching Gifts page on your website.
- Promote matching gifts in donation appeals.
- Incorporate matching throughout in-person fundraising.
- Add a matching gift search tool on your donation forms.
- Follow up with eligible donors post-transaction.
- Track and measure matching gift KPIs.
Despite this incredible opportunity, billions of dollars in matching gift funds go unclaimed each year. This is largely because donors don’t know their employers offer them, or nonprofits don’t promote them effectively.
By proactively including matching gifts in your fundraising strategy, you can tap into this underused revenue stream and significantly boost your fundraising impact.
1. Train your fundraising team.
Your staff and volunteers are often on the front lines of donor engagement, so it’s essential that they understand how matching gifts work. When your team is well-informed, they can confidently explain the opportunity to donors, answer questions, and encourage participation.
Start with a simple training session that covers the basics of matching gifts—what they are, how donors can find out if they’re eligible, and how to submit a match request. Provide talking points, FAQs, and even sample scripts for emails or conversations.
For the best results, make matching gifts a regular part of staff meetings, campaign planning, and event briefings to keep the topic top of mind.
2. Create a dedicated Matching Gifts page on your website.
One of the easiest ways to educate donors is to create a dedicated page on your website that explains matching gifts. This resource should outline what matching gifts are, why they matter, and how donors can take part. It should also include:
- A matching gift search tool
- A step-by-step guide to submitting a matching gift request
- A list of common companies that offer matching
- A contact person or email for questions
Having this information in one central location allows you to link to it from donation pages, email campaigns, social media, and event materials—driving traffic and increasing awareness with ease.
3. Promote matching gifts in donation appeals.
Whether you’re sending an email, mailing a postcard, or sharing on social media, every donation appeal is an opportunity to mention matching gifts. It doesn’t have to be the main message—a simple line like “Many employers will match your gift—check here to see if yours does!” can go a long way.
You can also feature real examples: “Anna donated $100, and her employer matched it for a total of $200. You could double your impact, too!” Consistent promotion helps normalize matching gifts and makes donors more likely to take action.
4. Incorporate matching throughout in-person fundraising.
Matching gifts shouldn’t be limited to your online strategy—bring them into your in-person events, too. Whether you’re hosting a gala, a 5K, or a community gathering, find moments to educate and encourage.
Ideas for doing so include:
- A brief mention from your emcee or speaker
- Table signs or QR codes linking to your matching gift page
- Dedicated volunteers helping donors check their eligibility on-site
- A live example of a matched gift shared during a paddle raise or ask
- A matching gift-equipped on-site Kind Kiosk that allows in-person donors to check for matching gifts while making a donation in real-time
Bringing matching gifts into live environments can lead to real-time action and add another layer of value to your events.
5. Add a matching gift search tool on your donation forms.
Donors are most motivated when they’re in the act of giving, so make it easy for them to see if their employer will match their gift right on the donation form. A matching gift search tool lets donors quickly look up their company and find out if a match is possible, then take the recommended next steps to complete their match if so.
Many nonprofits partner with services like Double the Donation to embed these tools seamlessly within the donation experience. This step reduces friction and boosts the likelihood of donors taking the next step to submit a request.
6. Follow up with eligible donors post-transaction.
After a donor completes their gift, your job isn’t done. Many supporters need an additional gentle nudge to actually complete the matching gift process. Set up automated email follow-ups thanking them for their gifts and reminding them to check if their employer offers a match.
If you use a matching gift platform, these emails can even be personalized based on whether the donor’s company offers a program and include direct links to the employer’s matching gift forms. Following up in this way increases conversion and ensures no matching opportunities are missed.
7. Track and measure matching gift KPIs.
To understand how well your matching gift efforts are working, you need to track key performance indicators (or KPIs). Some valuable metrics to focus on include:
- Number of donors who submitted a match
- Matching gift eligibility rate
- Matching gift submission rate
- Total revenue from matching gifts
- Email open and click rates for matching gift promotions
Monitoring this data over time helps you identify trends, optimize your strategy, and demonstrate ROI to stakeholders. It also allows you to test new ideas—like tweaking your follow-up emails or adjusting messaging on your donation forms—to improve results.
Matching gifts aren’t just a bonus. They’re a strategic tool that can amplify your fundraising results with minimal extra effort. By educating your donors, equipping your team, and weaving matching gift messaging into every step of your donor journey, you can unlock funding that’s already out there waiting for you.
Whether you’re planning your next campaign or refining your year-round strategy, these seven tactics can help ensure you’re making the most of corporate matching gift programs. Don’t leave potential donations on the table—start incorporating matching gifts into your plan today.