Matching gifts are corporate giving programs that reward employee giving. Corporations will match an employee's contribution to an eligible nonprofit, resulting in two donations for the organization!
Unfortunately, many donors simply don't know that their employers will match their donations!
If your nonprofit wants to potentially receive twice as many contributions, you have to promote matching gifts to your donors!
This article is going to examine 20 different examples of nonprofits that are effectively marketing matching gifts to their supporters, split into 6 categories:
1. Website Matching Gift Pages
2. Matching Gifts in Website Navigation
3. Email and Direct Mail Matching Gift Promotion
4. Social Media Matching Gift Promotion
5. Matching Gift Tools and Resources
6. Matching Gift Acknowledgements
Let's get started!
The March of Dimes' dedicated matching gifts page includes general matching gifts information, instructions for where and how to submit a matching gift request, and a matching gift tool that donors can use to look up their company's requirements.
The ASPCA has set up a page on their website that is specifically geared toward workplace giving programs. They mention matching gifts as one of the ways that companies can give back to their organization and include a link to a search tool as well as an email address that people can use to get more information.
The National Kidney Foundation launches a peer-to-peer campaign each year that is centered around a golf tournament. On their main peer-to-peer fundraising page, they include information about matching gifts as well as a search tool that donors and fundraisers can use to learn more about their company's matching gift program.
The ASPCA has set up a dedicated matching gifts page that provides in-depth information about the matching gift process and where donors should submit their requests.
The CASA of the Pikes Peak Region includes matching gifts as one of the avenues for people to donate on their "Ways to Give" page.
The V Foundation has included matching gifts in their navigation under "Support." The tab leads to a dedicated matching gifts page with detailed information about how donors can submit their match requests.
Eckerd College uses the navigation on the right side of their donation page to highlight the different ways that people can give. Matching gifts are included in those ways!
The National Kidney Foundation sends out email newsletters that let donors know about matching gift opportunities. This particular email is solely about matching gifts, but your nonprofit can insert matching gift information into your standard newsletters that give organizational updates.
The Atlanta Botanical Gardens started a direct mail campaign that included information about matching gifts. Each direct mail recipient learned about matching gifts with this in-depth mail insert.
Autism Speaks gives its peer-to-peer fundraisers emails that include a short paragraph about matching gift programs.
The Atlanta Animal Rescue Friends (AARF) organization tweeted out a message about matching gifts that reminded donors to research their company's matching gift program before the year ends.
The Charcot-Marie-Tooth Association (CMTA) posted a Facebook image and update that encourages followers to look into their companies' matching gift program. The image is eye-catching and presents readers with a statistic, while the post itself includes a link to a matching gift tool that donors can use to research their company's matching gift program.
The National Kidney Foundation recently shared a matching gifts promotion on Facebook. The post was a huge hit, receiving 465 likes, 8 comments, and 181 shares.
The Girl Scouts of Greater Atlanta has included a matching gift search tool at the top of their donation page. Each time someone makes a contribution, they see a large button that says, "Double the Donation! Click to see if your employer matches your gift."
The March of Dimes created a "Giving FAQ" for one of their fundraising campaigns. Within the FAQ, they answered the question, "How do I submit matching gifts?" Within their answer, they included a link to a matching gift search tool that donors could use to look up their company's matching gift program.
The March of Dimes provides its peer-to-peer fundraising team with informational packets. Within these packets, March of Dimes highlights the importance of mentioning matching gifts to donors to encourage them to maximize their donations.
The American Cancer Fund promotes matching gifts on their donation confirmation screen. They first thank the donor for their generosity. But then they remind the donor that they might have the opportunity to have their contributions doubled. They've even included a search tool that donors can use to look up their company's matching gift program.
Autism Speaks goes a step further and includes matching gift information within their acknowledgement emails. They gave donors a link to more information and included the contact information of someone that donors could get in touch with if they had any questions.
Autism Speaks highlights matching gifts on their donation confirmation screen. They provide information about the contribution and include a matching gift search tool that donors can use to quickly lookup their company's matching gift program.
The IEEE Foundation sends out automatic acknowledgement emails that thank donors for their contributions and highlight matching gifts at the same time. They incorporate standard text links as well as eye-catching graphics to encourage more people to research their company's matching gift program.
We hope that these 20 examples have given your nonprofit some inspiration for how to promote matching gifts to your donors!