How to Tap Into Matching Gifts as a Fundraising Channel

In the nonprofit world, every dollar counts. From continuing your core mission to paying your staff, funding is vital. Imagine doubling almost every contribution you receive. Matching gifts make that dream a reality.

Through corporate matching gifts, companies match employees’ donations to nonprofit organizations. That means twice the funding for your work. We’re here to unravel the complexities of matching gifts and provide practical advice for leveraging this fundraising channel.

The heartbeat of any thriving nonprofit is its ability to secure funding to push forward its existing mission or support a new mission. Today’s competitive landscape makes fundraising challenging. Corporate giving can help.

Corporate philanthropy is a game-changer for several reasons:

• Increase financial resources. Additional funding can enhance programs and facilities. Each gift is worth more when companies submit donations, and some donors will even give more if they know matching will be applied.
• Inspire new donors. Matching gift research finds that 84% of donors are more likely to give if a match is offered. Sharing that companies offer matching donations may convince on-the-fence supporters.
• Deepen donor engagement. When employers match contributions, they increase donors’ impact. Supporters will realize they’re making a difference and likely keep giving.
• Provide flexible funds. Unlike grants with match requirements, matching gifts provide flexibility in how you allocate funds. Your nonprofit can address pressing needs, invest in community development or spend funds however needed.

Ultimately, matching gifts help you deliver high-quality programs and services, maintain facilities and enhance the quality of life in your community. With extra funding, you’ll accelerate progress toward your mission and goals.

Pay attention to where your donors work. Then, research these companies with a matching gift database, platforms that house information on companies’ programs.

For example, Double the Donation’s matching gift database has information on over 24,000 companies. With the world’s most comprehensive database, you can search almost any company for their most recent eligibility guidelines. You can always encourage donors to research their eligibility using this database, too.

Your nonprofit’s matching gift eligibility varies depending on individual companies’ policies. These programs are typically designed to support nonprofits and charitable causes.

To determine eligibility, check each company’s matching gift guidelines, which typically outline:

• Which types of organizations are eligible for matches
• Employee eligibility requirements
• Minimum and maximum amounts they’ll match
• Instructions on how to request a match and deadlines to do so

Even if you’re ineligible for companies’ regular matching gift programs, you can set up a custom matching program with specific companies as part of a sponsorship. With this type of program, a company will set up a matching gift program specifically benefitting your organization. These matching donation challenges can inspire donors, too. You’ll work with one sponsor who will match donations during a set period or up to a certain amount.

When you have passionate supporters, they’ll likely want to submit match requests to increase their impact. You just need to let them know about the opportunity.

Here are some of the best ways to promote matching gifts to donors:

• Embed an employer search tool into your donation form so donors can research their companies’ programs when thinking about giving.
• Create a ‘Ways to Give’ page highlighting ways people can support your organization, from corporate matches to volunteering, or design a page explaining matching gifts. NXUnite by Nexus Marketing explains that you can amplify these pages’ visibility via Google Ads.
• Send automated post-donation emails encouraging donors to research their eligibility and submit their matches.

You can even leverage auto-submission technology to make the process easier for donors. This tool automatically submits match requests to employers for donors. All donors have to do is click a checkbox while giving online. Just ensure donors understand the auto-submission process by explaining how it works.

Corporate matches can become a reliable fundraising stream for your nonprofit. Stay updated on the latest corporate philanthropy trends and changes in your donors’ matching gift programs. Then, adapt your strategies to maximize matching gift opportunities.