Matching Gifts: 20 Examples of Nonprofits Growing their Revenue

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!

And for more information about corporate giving in general, take a look at this article.

1. Website Matching Gift Pages

i. Dedicated Matching Gifts Page - March of Dimes

March of Dimes - Dedicated matching gifts page

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.

ii. Workplace Giving Page - ASPCA (American Society for the Prevention of Cruelty to Animals)

ASPCA - Workplace giving page

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.

iii. Peer-to-Peer Fundraising Campaign - National Kidney Foundation

National Kidney Foundation - Peer-to-Peer Fundraising page

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.

iv. Dedicated Matching Gifts Page - ASPCA

ASPCA - Dedicated matching gifts page

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.

v. Ways to Give Page - CASA (Court-Appointed Special Advocates) of the Pikes Peak Region

CASA of the Pikes Peak Region - Ways to Give - matching gifts

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.

2. Matching Gifts in Website Navigation

i. Matching Gifts Mentioned in Navigation - V Foundation

V Foundation - Matching gifts in the navigation

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.

ii. Donation Page Navigation - Eckerd College

Eckerd College - Donation page navigation

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!

3. Email and Direct Mail Matching Gift Promotion

i. Email Newsletter - National Kidney Foundation

National Kidney Foundation - Email newsletter

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.

ii. Direct Mail Insert - Atlanta Botanical Gardens

Atlanta Botanical Gardens - Matching gifts direct mail insert

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.

iii. Fundraising Walk Email - Autism Speaks

Austism Speaks - Fundraising Walk Email

Autism Speaks gives its peer-to-peer fundraisers emails that include a short paragraph about matching gift programs.

4. Social Media Matching Gift Promotion

i. Matching Gifts Twitter Promotion - Atlanta Animal Rescue Friends (AARF)

AARF Atlanta - Twitter matching gifts promotion

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.

ii. Facebook Promotion About Matching Gifts - Charcot-Marie-Tooth Association (CMTA)

CMTA - Facebook matching gifts promotion post

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.

iii. Facebook Promotion for Matching Gifts - National Kidney Foundation

National Kidney Foundation - Facebook promotion matching gifts

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.

5. Matching Gift Tools and Resources

i. Matching Gift Search Tool on a Donation Page - Girl Scouts of Greater Atlanta

Girl Scouts - Matching gifts promotion on a donation page

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."

ii. Giving FAQ - March of Dimes

March of Dimes - Matching gifts FAQ

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.

iii. Fundraiser Information Packet - March of Dimes

March of Dimes - Matchin gifts - Fundraising training packet

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.

6. Matching Gift Acknowledgements

i. Donation Confirmation Screen - American Cancer Fund

American Cancer Fund - Confirmation screen

 

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.

ii. Acknowledgement Email - Autism Speaks

Austism Speaks - Confirmation email

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.

iii. Donation Confirmation Screen - Autism Speaks

Autism Speaks - Confirmation Screen for matching gifts

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.

iv. Acknowledgement Email - Institute of Electrical and Electronics Engineers Foundation (IEEE Foundation)

IEEE Foundation - Matching gifts acknowledgement email

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!

Click here for more information about promoting matching gifts.

 

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