4+ keys to great year-round fundraising campaigns
- Digital communications & marketing
- Fundraising ideas
- Nonprofits
- Guided Fundraising
One of the most effective fundraising strategies available to nonprofit organizations is matching gifts. Most matching gift programs involve an employer matching a certain amount of money that their employee has given to a designated nonprofit, effectively doubling that donation. Matching gifts can have a significant impact on the success of a fundraising campaign, especially during important events like Giving Tuesday.
However, securing this funding can be challenging, as millions of donors are unaware that their employers are eligible to participate in corporate gift matching. In this guide, we'll explore some strategies for finding, approaching, and securing matching gift partners in time for Giving Tuesday. By following these six steps, you can make the most of the day and help your organization reach its fundraising goals.
One of the easiest ways to market matching gifts effectively is through your nonprofit website. Create a dedicated matching gift webpage incorporating information such as:
Whenever donors have questions about the matching gift process, whether while completing the request form for their employer or while searching for causes to support, they have an informative resource to refer back to on your matching gift information page. It will be a valuable tool once Giving Tuesday arrives, but it’s a good idea to draft and publish this page on your site beforehand.
More than likely, your marketing team already has a plan for promoting your cause and your fundraising efforts this Giving Tuesday. You might even have your messages scheduled to send already!
However, one thing you don’t want to forget about is incorporating matching gifts into these efforts. Consider these easy ways to leverage the channels you’re likely already using:
The more you promote matching gift opportunities leading up to the giving day itself, the more prepared your supporters will feel about participating in these programs. Many donors have never heard of matching gifts, so a few well-timed messages will ensure they’re educated on and acquainted with the opportunities before Giving Tuesday.
To provide supporters with more information, be sure to link back to your comprehensive matching gift web page as an invaluable resource.
When Giving Tuesday arrives, be sure to include matching gift information in all of your donor communications. Not only will this help you secure matching corporate donations, but it can also be just what you need to drive on-the-fence supporters to make their gifts.
Whether you’re posting on social media, sending donation appeals, or making personal phone calls to top supporters, you’ll want to incorporate matching gifts throughout it all.
Many nonprofits rely heavily on virtual fundraising strategies to raise money effectively on Giving Tuesday. Regardless of what your specific plan entails, it will more than likely involve an online donation form. If you embed a matching gift search tool directly into your donation form, you can make it easier than ever for donors to research and determine their eligibility. Following the transaction, the following information will be emailed to the donor:
It’s easy to use, too! As donors complete your online form, they’ll be met with an optional search widget where they’re prompted to input their employer’s name. Then, the tool will provide the user with all sorts of company-specific details and next steps once they submit their gift.
Your post-donation communication practices are critical for building solid donor relationships with supporters who give time and time again. This is especially true during a time-based campaign like Giving Tuesday.
When you know a donor’s employer (via email screening or the donation page search tool), providing company-specific next steps is simple. Be sure to provide the following information to encourage individuals to submit a match request with their employer:
Eligibility criteria such as donation minimums and maximums and qualified types of nonprofits and employees
Submission deadlines such as within 90 days of the initial donation or by the end of the calendar year
Online request forms or downloadable PDFs for donors to complete to secure a match from their employer
To take things even further, you can leverage matching gift automation to save your team a significant amount of time and resources during the prospect identification and donor follow-up processes.
Don’t forget to thank all of your donors after Giving Tuesday concludes—and take a special approach to recognize those that supported your campaign through matching gifts. We recommend that you acknowledge donors at the following three milestones:
Although the original donor is not the one contributing the matching gift, it’s important to acknowledge that you were only able to receive the additional donation because of their efforts. Since they went above and beyond in supporting your cause this Giving Tuesday, your team should follow suit by demonstrating significant appreciation.
Matching gifts can be an essential part of any fundraising campaign. If you follow the six steps outlined above to get your team ready to make the most of Giving Tuesday, you’ll be reaping the benefits of corporate giving for months and years to come.
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