5 Reasons Your Nonprofit Isn’t Getting More Matching Gifts
Matching gifts are a powerful way for nonprofits to double—or even triple—the impact of individual donations. Yet many organizations find themselves struggling to unlock this potential revenue stream. If your nonprofit isn’t seeing the boost in matching gifts it deserves, it might be due to a few common obstacles. Understanding these barriers and addressing them head-on can make a significant difference in your fundraising success.
1. Identifying Donor Employment Locations
Understanding Donor Workplaces
One of the foundational steps in securing matching gifts is knowing where your donors work. Many companies offer matching gift programs, but if you don’t know which donors are eligible, you can’t encourage them to participate. Without accurate employment information, your nonprofit misses out on countless opportunities to double donations.
Donor workplaces can vary widely, from large corporations with formal matching gift programs to smaller companies that might not have one at all. Some donors may work for government agencies or educational institutions with their own unique matching policies. Understanding this diversity is crucial to tailoring your outreach effectively. For instance, large tech companies often have robust matching programs, while local businesses may have more informal or less publicized initiatives. By categorizing donors based on their employment sectors, nonprofits can create targeted campaigns that resonate with each group, maximizing the potential for matching gifts.
Strategies to Gather Employment Information
Collecting employment data doesn’t have to be intrusive or complicated. Incorporate simple, optional fields on your donation forms asking donors about their employer or industry. You can also use surveys or follow-up emails to gather this information post-donation. Another effective strategy is to analyze existing donor data for clues, such as email domains or LinkedIn profiles, to identify potential matches.
Additionally, training your fundraising team to ask about employment in conversations with donors can uncover valuable insights. The more comprehensive your employment data, the better positioned you are to target matching gift opportunities. Consider hosting informational sessions or webinars that educate donors about the matching gift process and encourage them to share their employment details. This not only builds trust but also fosters a sense of community among supporters, making them feel more connected to your mission. Furthermore, leveraging social media platforms can also help in gathering employment information, as many donors may list their current positions publicly, providing an additional layer of insight into potential matching gift eligibility.
2. Raising Awareness of Matching Gifts
Educating Donors on Matching Gift Programs
Many donors simply don’t know that their employers offer matching gift programs. Without awareness, they won’t take the extra step to submit a matching gift request. Educating your supporters about these programs is essential to increasing participation.
Clear communication about what matching gifts are and how they work can motivate donors to act. Highlight the fact that matching gifts can double their contribution without any additional cost to them. Emphasize the ease and impact of participating to inspire enthusiasm. Consider hosting informational webinars or workshops where donors can learn about matching gifts in a more interactive environment. These sessions can provide a platform for questions and discussions, allowing donors to feel more connected and informed about the process.
Creating Informative Resources
Providing donors with accessible resources helps demystify the matching gift process. This can include dedicated web pages, downloadable guides, or FAQ sections explaining how to check eligibility, submit requests, and track the status of their matches.
Visual aids like infographics or short videos can also make the information more engaging and easier to understand. Regularly sharing success stories where matching gifts made a tangible difference reinforces the value of these programs and encourages ongoing participation. Additionally, consider creating a matching gift calculator that allows donors to see how much their contributions could potentially grow through their employer’s matching program. This interactive tool can serve as a powerful motivator, helping donors visualize their impact and encouraging them to take action. By fostering a culture of awareness and engagement around matching gifts, organizations can significantly enhance their fundraising efforts and build stronger relationships with their supporters.
3. Simplifying the Matching Gift Process
Common Confusion Points for Donors
Even when donors are aware of matching gifts, the process can sometimes feel overwhelming or confusing. Common stumbling blocks include unclear instructions, complicated forms, or uncertainty about deadlines. These barriers often lead to incomplete or abandoned matching gift submissions.
Donors may also be unsure about whether their donation qualifies or how to find the right paperwork. Without clear guidance, many simply give up, costing your nonprofit valuable funds.
Steps to Clarify the Matching Process
To reduce confusion, break down the matching gift process into simple, actionable steps. Provide clear instructions on where to find matching gift forms—whether online or through their employer—and how to submit them. Offering step-by-step checklists or walkthroughs can make the process feel manageable.
Consider creating a dedicated contact person or support channel to assist donors with questions. Prompt follow-up communications reminding donors about deadlines and next steps can also improve completion rates.
4. Leveraging Automation for Efficiency
Benefits of Automation Software
Manual tracking and outreach for matching gifts can be time-consuming and prone to errors. Automation software designed for matching gifts streamlines the process by identifying eligible donors, sending timely reminders, and tracking submissions in real time.
Automation reduces the administrative burden on your team, allowing them to focus on relationship-building and other fundraising activities. It also increases accuracy and responsiveness, leading to higher matching gift completion rates.
Choosing the Right Automation Tools
When selecting automation tools, look for platforms that integrate seamlessly with your existing donor management system. Features to prioritize include automated eligibility screening, personalized email campaigns, and detailed reporting dashboards.
Some tools also offer employer databases that help identify matching gift opportunities even when donor employment information is incomplete. Choose a solution that fits your nonprofit’s size, budget, and technical capabilities to maximize return on investment.
5. Expressing Gratitude and Demonstrating Impact
Importance of Thank You Messages
Showing appreciation to donors who participate in matching gift programs is vital. Prompt, personalized thank you messages not only acknowledge their generosity but also reinforce the value of their effort in securing additional funds.
Gratitude encourages repeat participation and fosters a deeper connection between donors and your organization. It’s an opportunity to celebrate their role in amplifying your mission and to build lasting loyalty.
Showcasing the Impact of Donations
Beyond thanking donors, demonstrating how matching gifts translate into real-world impact motivates continued support. Share stories, photos, or data illustrating the programs and communities benefiting from these funds.
Highlighting the tangible outcomes of matching gifts helps donors see the difference their combined contributions make. This transparency builds trust and inspires others to engage with matching gift opportunities.
6. Matching Gifts for Nonprofits: FAQs
What are matching gifts and how do they work?
Matching gifts are charitable contributions made by companies that match donations their employees give to nonprofit organizations. Typically, after an employee donates, they submit a matching gift request to their employer, who then contributes an equal or predetermined amount to the nonprofit.
This process effectively doubles the donation, increasing the nonprofit’s funding without additional cost to the donor. Matching gift programs vary by company in terms of eligibility, match ratios, and submission procedures.
How can nonprofits increase matching gift revenue?
Nonprofits can boost matching gift revenue by actively identifying eligible donors, educating them about matching programs, simplifying the submission process, and using automation to manage outreach and tracking. Expressing gratitude and showcasing impact also encourage repeat participation.
Building strong relationships with donors and maintaining up-to-date employment data are key strategies. Additionally, partnering with companies to promote their matching gift programs can expand awareness and participation.
Which companies offer the best matching gift programs?
Many large corporations have robust matching gift programs, including tech giants like Microsoft, Apple, and Google, as well as financial institutions such as Bank of America and Wells Fargo. These companies often match donations dollar-for-dollar up to a certain limit and may include volunteer grants as well.
However, matching gift programs exist across a wide range of industries and company sizes. It’s important for nonprofits to research and maintain a database of companies relevant to their donor base to maximize opportunities.
What keeps donors from completing matching gift requests?
Common barriers include lack of awareness, confusion about the process, time constraints, and unclear instructions. Some donors may also believe their employer doesn’t offer a matching program or may forget to submit the request after donating.
Addressing these challenges through education, clear communication, and timely reminders can significantly improve completion rates and increase matching gift revenue.
How can automation help with matching gifts?
Automation tools streamline the identification of eligible donors, send personalized reminders, and track the status of matching gift submissions. This reduces manual workload, minimizes errors, and ensures timely follow-ups.
By integrating with donor databases and employer matching gift directories, automation software helps nonprofits capture more matching gift opportunities and provides valuable insights through reporting features.
7. Next Steps to Maximize Matching Gift Potential
Developing a Strategic Plan
To fully capitalize on matching gifts, nonprofits should develop a comprehensive strategy that includes data collection, donor education, process simplification, and technology integration. Setting clear goals and regularly evaluating progress ensures continuous improvement.
Incorporate matching gifts into your broader fundraising plan and allocate resources accordingly. Collaborate with your team to identify challenges and opportunities unique to your organization’s donor base.
Engaging Donors Effectively
Engagement is at the heart of successful matching gift programs. Communicate consistently and transparently with donors about how their matched contributions make a difference. Use multiple channels—email, social media, events—to reach and motivate supporters.
Personalize outreach whenever possible and recognize donors publicly when appropriate. Building strong relationships fosters trust and encourages ongoing participation in matching gift initiatives, ultimately boosting your nonprofit’s impact.
