Matching Challenge Examples: Learn From Successful Campaigns
Challenge match campaigns are a powerful fundraising tool for nonprofits looking to drive donor engagement and boost donations. By offering to match contributions, organizations create a sense of urgency and excitement among supporters. These campaigns motivate donors by showing them that their gift will have an even greater impact.
In this post, we’ll highlight five nonprofits that ran successful challenge match campaigns:
From dedicated Giving Tuesday appeals to unique, limited-time campaigns, we’ll break down what made each one effective and offer practical insights you can use to inspire your own campaign. Let’s begin.
Oasis for Orphans
Oasis for Orphans is a nonprofit focused on providing education and resources to children in need. During their Giving Tuesday appeal, they launched a matching challenge that required them to raise $50,000 to unlock the funds. At the time of the appeal, they were still $10,000 short of reaching their goal.
To encourage donors, the organization sent out a call to action across multiple channels, emphasizing the limited time frame and the urgency of matching the funds before the deadline. Through targeted email campaigns, social media posts, and peer-to-peer engagement, the organization quickly ramped up donations, and supporters rallied to meet the challenge.
This campaign worked because Oasis for Orphans tapped into the emotional and urgent nature of Giving Tuesday while clearly communicating the impact of the donor’s participation. The success was driven by:
- Clear and compelling messaging: They stressed the time-sensitive nature of the challenge.
- Multiple communication channels: The campaign used emails, social media, and direct outreach.
- Urgency and momentum: They focused on the $10,000 gap that needed to be filled, creating a sense of urgency.
For your own campaign, consider timing your matching challenge during a widely recognized giving day like Giving Tuesday. It can help you engage your supporters and amplify their donations.
Musicians on Call
Musicians on Call, a nonprofit that brings live and recorded music to patients in healthcare facilities, partnered with Love, Tito’s for a matching campaign. This partnership offered a match of up to $25,000 in donations throughout December. The campaign used a variety of promotional methods, including social media promotions, email blasts, and website updates, to spread the word about the limited-time opportunity.
The campaign’s key success factors included:
- Strategic partnerships: The matching gift from Love, Tito’s was a major draw, as it tied into the organization’s broader brand and mission.
- Cross-channel promotions: The use of multiple marketing platforms (emails, social media, and website) ensured a wide reach.
- Emotional appeal: The message emphasized the opportunity to double the impact of every gift, which resonated with the audience’s desire to help while maximizing their contributions.
When structuring your campaign, think about partnering with companies that align with your mission and values. Leverage their brand to attract more donors and increase the visibility of your challenge match.
Client Earth
Client Earth, a nonprofit organization dedicated to environmental protection, held a 24-hour triple-match challenge grant campaign to celebrate Earth Day. This campaign had an additional layer of appeal due to the generous triple match: each donation was worth three times its value for a limited time.
To drive donations, Client Earth used special impact calculators and buttons on its website, making it clear to donors exactly how their contributions would be multiplied. The short timeframe of the campaign (just 24 hours) encouraged urgency, and the triple match created a sense of excitement and exclusivity.
Here’s what made Client Earth’s campaign effective:
- The triple-match appeal: This was the major hook of the campaign, with donors able to see the tangible impact of their contributions.
- Clear and compelling visual elements: The use of buttons showing the impact of the match helped donors visualize how much their gift could grow.
- Time-limited urgency: The 24-hour period created a sense of urgency that spurred donations.
For nonprofits planning a short-term, high-impact campaign, consider using a time-sensitive match to spur donors into action. The triple-match added excitement, and the visual cues helped donors see the immediate impact of their gifts.
American Red Cross
The American Red Cross took advantage of a generous $250,000 matching gift from the Energy Transfer/Sunoco Foundation during the end-of-year holiday season. Their campaign was strategically timed on the final day of the calendar year, and included a robust promotional strategy across multiple platforms, including email blasts, social media posts, and paid ads.
The results were impressive, with the campaign driving a 2.3x increase in donations above their expected baseline. Key elements of the Red Cross campaign included:
- Multiple communication channels: They reached their audience through emails, paid ads, and social media channels.
- Matching gift clarity: The matching opportunity was prominently displayed on donation forms and websites.
- Timely end-of-year push: The campaign capitalized on year-end giving, a time when many donors are eager to make charitable donations.
For large-scale organizations, such as the American Red Cross, the success of the campaign was also bolstered by their ability to engage across multiple communication touchpoints and provide clear guidance on how donors could participate.
Oregon Zoo
The Oregon Zoo launched a combination challenge grant and corporate matching gift campaign during Giving Tuesday. Donors were informed that their donations could be tripled, with an initial match for Giving Tuesday and additional corporate matches available through employer matching gift programs.
The campaign emphasized the multiplicative power of giving—showing donors that their $10 could become $30, and their $100 could become $300. This approach was coupled with a personalized email outreach strategy, where staff members offered to look up whether donors’ employers participated in matching gift programs.
Here’s what worked well for the Oregon Zoo:
- Leveraging corporate matching: They encouraged donors to submit matching gift requests, maximizing each contribution.
- Personalized outreach: Offering personalized help for donors looking to submit matching gift forms increased participation.
- Clear, compelling messaging: By showing donors the total impact of their donation, they were able to encourage larger contributions.
To replicate this success, ensure you are using donor data to personalize your outreach, and don’t hesitate to promote matching gifts from both corporate partners and individual donors.
Wrapping Up & Next Steps
Matching challenge campaigns are a proven way to increase donations and engage supporters in a meaningful way. By learning from the successes of leading organizations like these, you can create your own compelling campaigns that engage donors and multiply their impact.
Remember, the key is clear messaging, compelling visuals, and leveraging corporate partnerships for maximum impact. With the right approach, your matching challenge can significantly increase your fundraising success. Best of luck!
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