7 Proven Strategies for Marketing Matching Gifts and Doubling Donations

Matching gift programs are one of the most effective ways to increase donations for nonprofits. They allow organizations to significantly amplify their contributions by leveraging corporate giving programs, where companies match their employees’ charitable donations. However, many nonprofits fail to fully capitalize on matching gift opportunities due to a lack of awareness or marketing strategies.

This guide explores seven proven strategies for marketing matching gifts to donors. By implementing these techniques, nonprofits can double their impact, build stronger donor relationships, and maximize their fundraising potential.

What Are Matching Gifts and Why Are They Important?

Matching gifts are corporate giving programs in which companies match donations made by their employees to eligible nonprofits. For example, if an employee donates $100 to a nonprofit, their employer may match that amount, resulting in a total contribution of $200.

These programs are valuable for several reasons:

1. Increased Contributions: Matching gifts allow nonprofits to double (or sometimes triple) the value of individual donations.
2. Stronger Donor Engagement: Highlighting matching opportunities shows donors how their contributions can make an even greater impact.
3. Enhanced Corporate Relationships: Collaborating with companies offering matching gift programs can lead to long-term partnerships.

Despite their benefits, many donors are unaware of matching gift opportunities, making marketing these programs essential for nonprofits.

Strategy 1: Educate Donors About Matching Gift Programs

A significant challenge in leveraging matching gifts is donor awareness. Many donors are unfamiliar with the concept or unaware that their employers offer such programs.

To address this, nonprofits must prioritize education:

1. Create Informative Content: Write blog posts, FAQs, and guides explaining how matching gifts work, who is eligible, and how donors can participate.
2. Include Matching Gift Information Everywhere: Incorporate details about matching gifts in donation forms, thank-you emails, and event materials.
3. Highlight Real-Life Examples: Share success stories of donors who utilized matching gift programs to inspire others.

Educating donors helps demystify the process and encourages more people to explore these opportunities.

Strategy 2: Simplify the Matching Gift Process

The easier it is for donors to access and participate in matching gift programs, the more likely they are to engage. Complicated or time-consuming processes can discourage even the most enthusiastic supporters.

Here’s how nonprofits can simplify the process:

1. Provide Clear Instructions: Create step-by-step guides that outline how donors can submit matching gift requests to their employers.
2. Offer Search Tools: Embed matching gift database tools on your website, allowing donors to search for their employer’s program details.
3. Use Pre-Filled Forms: If possible, provide pre-filled forms with donor information to streamline the submission process.

By removing barriers, nonprofits can make matching gift programs more accessible and appealing.

Strategy 3: Promote Matching Gifts Through Email Campaigns

Email marketing is a powerful tool for raising awareness about matching gifts. Personalized, targeted emails can inform donors about their eligibility and encourage them to take action.

Key tips for email campaigns:

1. Segment Your Audience: Identify donors who may be eligible for matching gifts based on their employers or past contributions.
2. Craft Compelling Subject Lines: Use attention-grabbing subject lines, such as “Double Your Impact in Just Minutes!”
3. Include Clear CTAs: Add buttons or links directing recipients to a matching gift page or search tool.

Regular email reminders ensure matching gifts remain top-of-mind for donors throughout the year.

Strategy 4: Leverage Social Media to Spread the Word

Social media platforms are ideal for reaching a broad audience and raising awareness about matching gift opportunities. Nonprofits can use creative and engaging posts to educate followers and encourage participation.

Suggestions for social media campaigns:

1. Share Infographics: Use visually appealing graphics to explain how matching gifts work.
2. Celebrate Success Stories: Highlight examples of matched donations to inspire others.
3. Use Relevant Hashtags: Incorporate hashtags like #MatchingGifts, #DoubleYourImpact, or #CorporateGiving to increase visibility.

Regularly posting about matching gifts ensures your followers stay informed and motivated to take advantage of these programs.

Strategy 5: Incorporate Matching Gift Information on Your Website

Your nonprofit’s website is often the first place donors visit, making it an essential platform for promoting matching gifts.

Tips for optimizing your website:

1. Create a Dedicated Matching Gift Page: Include detailed information, FAQs, and a search tool for employer programs.
2. Highlight Matching Gifts on Donation Pages: Add a checkbox or banner reminding donors to check their eligibility for matching gifts.
3. Use Pop-Ups: Display pop-up messages about matching gifts during the donation process.

Ensuring that matching gift information is easily accessible on your website increases the likelihood of donor participation.

Strategy 6: Partner with Employers Offering Matching Gifts

Building relationships with companies that offer matching gift programs can help nonprofits expand their reach and maximize contributions.

Here’s how to establish partnerships:

1. Identify Key Companies: Research local businesses or corporations with matching gift programs.
2. Reach Out to HR Departments: Contact HR teams to discuss collaboration opportunities, such as joint campaigns or employee education sessions.
3. Offer Recognition: Publicly acknowledge companies that support your nonprofit through matching gifts.

Strong employer partnerships not only increase donations but also enhance your organization’s credibility and network.

Strategy 7: Highlight Matching Gifts During Fundraising Events

Fundraising events provide a unique opportunity to promote matching gifts to a captive audience. Whether it’s a gala, charity run, or online auction, incorporating matching gift information can significantly boost contributions.

Ideas for event promotion:

1. Mention Matching Gifts in Speeches: Encourage attendees to check their eligibility during opening or closing remarks.
2. Display Signage: Use posters, banners, or digital screens to share information about matching gifts.
3. Provide Handouts: Distribute flyers or brochures with instructions on how to participate.

By integrating matching gifts into event messaging, nonprofits can inspire attendees to amplify their impact.

This comprehensive guide highlights the importance of marketing matching gifts and provides actionable strategies for nonprofits to double their donations. By implementing these techniques, organizations can unlock the full potential of corporate giving programs and create lasting impact.