Matching gift programs for nonprofits

A matching gift program is a type of corporate giving initiative in which companies contribute matching funds whenever an employee donates to an eligible nonprofit organization. This effectively doubles, or even triples, the impact of a donor’s gift. 

With more companies offering matching gift programs for nonprofits than ever before, charitable organizations need to know how to identify eligible donors and promote these matching opportunities.

What are matching gift programs?

Matching gift programs allow companies to double or triple the donations their employees make to eligible nonprofit organizations. The concept began in 1954 when the GE Foundation launched a program to match its employees’ donations. Since then, many companies have adopted similar programs for both current employees and certain retirees.

These programs provide a clear benefit to nonprofits: more revenue to support your mission and reach your goals. To make the most of these opportunities, it’s helpful to understand how nonprofit corporate partnerships work. Building these partnerships will strengthen your relationships with companies and increase matching gift participation.

How much do companies give?

Most companies offer a 1:1 match for employee donations to nonprofit organizations. Some companies go higher, offering 2:1, 3:1, or even 4:1 matches, with executives often eligible for the highest ratios. Knowing these details helps your nonprofit target the right donors and maximize your revenue.

Typical matches range from $25 to $50, though some companies will match gifts up to $10,000. Even smaller donations, when doubled, give your cause a significant boost. Using donor prospect research software allows your fundraising team to easily identify donors eligible for larger matches.

Matching gift benefits

Matching gifts provide significant advantages for nonprofits, such as:

• Increases fundraising revenue by doubling donations
• Maximizes every gift received
• Allows your team to segment donors and focus outreach on match-eligible supporters

They also offer meaningful benefits for donors, like:

• Encouraging larger gifts by showing donations will be matched
• Boosting engagement and satisfaction
• Strengthening their connections with their employer and highlighting corporate philanthropy

Using tools like Double the Donation simplifies the process for donors and makes participation in matching gift programs seamless. This ensures more supporters take advantage of these opportunities, further increasing your nonprofit’s impact.

Top matching gift companies

Matching gift programs vary by organization, donation amount, and eligibility requirements. Here are some top examples:

• Google: Matches employee donations from $1 to $10,000 at a 1:1 ratio. They also have separate programs to match disaster relief donations at a 1:1 ratio.
• Chevron: Matches gifts from $20 to $10,000 for current employees and up to $3,000 for retirees at a 1:1 ratio.
• American Express: Matches employee donations from $25 to $8,000 at a 1:1 ratio. Employees serving on a nonprofit board or volunteering over 50 hours annually have the first $1,000 of their gifts matched at a 2:1 ratio.
• General Electric: Matches donations from $25 to $5,000 made by eligible employees and current directors at a 1:1 ratio. Their matching program applies to nonprofits in both the United States and the United Kingdom.

Many other companies provide matching gifts as well. Using donor prospect research software identifies employees at these companies, making it easier to target outreach and maximize matching gift revenue.

How to promote matching gifts

Promoting matching gifts ensures more donors take advantage of these programs. Research shows 84% of donors are more likely to give when a match is offered, and one in three will give a larger donation if it’s matched (page 1). Highlighting these opportunities across your website, social media, and fundraising campaigns increases visibility and drives participation.

Here are the most effective ways to reach your audience:

During the donation process

Donor engagement peaks during the donation process, making it the perfect time to promote matching gifts. Include details on your donation form to encourage match requests. Add information to brochures, confirmation pages, and other materials to maximize visibility.

On your website

Your website is a central hub for donor engagement. Create a dedicated “Ways to support us” page with information about volunteering, online donations, and matching gifts. Including a search tool for donor companies will make it easier for supporters to confirm their eligibility to request a matching gift.

On social media

Social media spreads awareness quickly and broadly. Share posts about matching gifts with attractive visuals, success stories, and real-life examples. Include links to your matching gift page and clear calls to action to encourage participation.

Via email

Email campaigns allow you to target donors directly with matching gift opportunities. Send tailored messages to employees at companies that offer matching programs. Include clear instructions and links so donors are able to easily submit a matching gift request.

The submission process

When an employee makes a donation, there is a standard process to follow for securing the matching benefits from their employer. While details vary by company, the typical steps include the following:

1. The donor makes a contribution

The first step is the donor submitting their gift either online or by mail. Including a matching gift search tool on your online donation form makes it easy for employees to see if their company participates before they send their donation.

2. The donor submits the matching gift request

Next, the donor submits a request to their employer. They will be able to review matching gift guidelines on your donation page or their employer’s website. These guidelines outline donation ratios and eligibility requirements.

3. The company reviews the donation and determines eligibility

The employer reviews the donor’s request to confirm that the donation meets all their corporate guidelines. They also verify that your nonprofit meets their eligibility requirements for a matching gift.

4. The company verifies that the initial donation was made

The employer will contact the nonprofit to confirm the gift was actually made. Typically, the employer will require proof of your nonprofit’s tax-exempt status. Have your tax ID or EIN number ready to speed up this process.

5. The nonprofit receives a check from the company

Once the matching gift request is approved, the company sends the matching donation to your nonprofit.

Note: Each company has its own corporate matching gift requirements and processes. Your nonprofit must provide the required information and follow the specific steps to receive a matching gift. Always handle matching submissions promptly, and assign an organized team member to manage communication with these companies.

How to track matching gifts

Tracking matching gifts keeps your nonprofit organized and ensures no opportunities are missed. Using matching gift software automates this process, making it easier to manage donor data and track progress in real time.

Key metrics to monitor include:

• Total donations: Track all donations on a monthly or quarterly basis, depending on the volume of gifts coming in.
• Match eligible: Identify how many gifts qualified for matching. This metric shows the effectiveness of your matching gift efforts.
• Submitted requests: Track how many donors submitted a match request to their employers. This data is available from the submission forms on your online donation platform.
• Verified gifts: Track how many verification requests your nonprofit has received from companies verifying their employees’ donations.

How to find the right supporters

Target the right donors by focusing on employees at companies with corporate matching gift programs. Then tailor each ask based on the donor’s history and giving capacity. For example, if you’re funding a cancer wing, look to donors who have supported cancer research in the past.

Using fundraising software

Fundraising software makes it easy to identify match-eligible supporters. It scans donor backgrounds, employment information, and giving history. This data allows your fundraising team to tailor outreach and maximize donations.

Even small donations matter when matched, but finding top potential donors allows you to prioritize high-impact asks. Using top-rated donor prospect research software—combined with Double the Donation’s tools—will help your fundraisers determine who to ask and how much to request, instead of sending the same ask to everyone.

Matching gifts and capital campaigns

Matching gifts will significantly boost your capital campaign, whether you’re funding a new building or purchasing medical equipment. Matching gift programs work in both the private and public phases of a capital campaign, helping you maximize donations at every stage.

The private phase

The private phase raises 50% to 70% of your campaign goal from major donors. Fundraising software identifies donors who work at companies with matching gift programs, ensuring your outreach targets the highest-impact supporters. This helps the private phase run smoothly and efficiently.

The public phase

The public phase covers the remaining donations needed to meet your goal. Even smaller contributions matter here because matching gifts will double their impact. Highlighting matching gift opportunities encourages participation from companies and individual donors alike, making every gift count (twice over!).

Other corporate giving programs

Beyond matching gifts, many companies offer additional ways to support nonprofits. These programs provide extra funding, products, or volunteer support, each tailored to help your organization in a unique way.

Fundraising matches

Similar to matching gifts, these contributions are typically 1:1. The difference is that they apply only to specific events, like galas, charity walks, or benefit dinners.

In-kind donations

Companies donate products or services at reduced or no cost to nonprofits. Examples include office equipment, tax services, meeting space, or food and beverages for a nonprofit’s fundraising events.

Volunteer grant programs

Some companies reward employees who volunteer. Donations are based on the number of hours staff members dedicate to nonprofit work.

Team volunteer grants

These programs encourage group volunteering. Companies provide donations when employees volunteer as a team, supporting both the nonprofit and team-building efforts.

Matching gift program checklist

With corporate philanthropy on the rise, more companies are offering matching gift programs. Having a clear, organized plan is crucial to capturing these additional funds. This checklist provides actionable steps and essential tools to help your nonprofit streamline the process and boost fundraising revenue.

1. Train your team on matching gifts

A well-informed team drives more matching gift participation. Train all your staff on how gift matching programs work, which companies offer them, and how donors submit matching requests.

Equip your team with the right resources like Double the Donation’s Matching Gift Academy, webinars, and downloadable guides. This ensures staff confidently assist donors and streamline the process, boosting revenue for your organization.

2. Invest in and integrate matching gift software

Matching gift software automates key steps of the process, like identifying match-eligible donors, sending reminders, and tracking matching gift submissions. Using the right platform reduces your team’s manual work and creates a smooth experience for donors.

Integrate the gift matching software with your CRM, donation tools, or other online fundraising platforms so your team and donors have easy access to matching gift information. Choose software that offers a quick and simple setup, such as Double the Donation software, which offers a ready-built integration with Kindsight’s ascend.

3. Create a dedicated matching gifts page on your website

Your website is one of your greatest marketing assets for promoting matching gifts. A dedicated page makes it easy for donors to find everything they need to participate.

Include a clear explanation of how matching gifts work, highlight their impact, and provide a search tool so donors are able to check if their employers participate. This centralized resource educates supporters and makes it simple for them to take action, increasing your nonprofit’s gift-matching success.

4. Add a blurb about matching gifts in your fundraising appeals

Including a short, informative message about matching gifts in your fundraising appeals raises awareness and boosts response rates from your supporters. Whether through email, text, or direct mail, a clear reminder of the opportunity to double their gift motivates supporters to take action. 

Keep your language clear and direct. Mention the possibility of matching their gift and provide guidance on where to learn more.

5. Market matching gifts on social media to drive awareness

Social media is a powerful way to raise awareness about matching gifts. Share posts with eye-catching visuals, success stories, or real-life examples to engage current donors and attract potential supporters.

Include clear calls to action directing followers to check if their employer offers matching gifts or visit your dedicated matching gifts page. Use a free, customizable marketing template to make writing the social media posts easier. Consistent social media promotion keeps matching gifts top of mind and drives participation among your supporters.

6. Collect employment information from donors as they give

Collecting employment information from donors as they give helps you capture more matching gifts. Ask for their employer’s name using an optional form field or company search tool during the donation process. This identifies match-eligible donations, creates a personalized experience, and encourages future contributions.

7. Share the next steps for matching gifts on your confirmation page

Use your confirmation page to outline the steps donors should take to request a matching gift from their employer. This is an ideal moment, as donors are still engaged and motivated to make a bigger impact. Include a brief message or embed a matching gift widget to provide personalized, real-time insights and increase follow-through.

8. Set up automated matching gift reminders after a donation

These automated emails notify donors about the opportunity to double their gift without any manual effort from your team. Reminder emails should be set up to send soon after the donation—ideally within 24 hours. Include clear instructions for submitting a matching gift request, and personalize each message with the donor’s name and gift amount to make it feel timely and relevant to your donor.

9. Promote matching gifts alongside year-end campaigns

The year-end giving season is one of the most critical times for nonprofits to promote matching gifts. During this period, donors are especially generous, and emphasizing the chance to double their donation will often drive even larger contributions.

Include matching gift messaging in your year-end campaigns (such as your GivingTuesday campaign), social media posts, and other marketing materials. Establish a sense of urgency by mentioning that many companies have year-end deadlines for submitting matching gift requests.

10. Follow up with match-eligible gifts made earlier in the year

One of the easiest ways to capture more matching gifts before the end of the year is to follow up with donors who made eligible gifts earlier but didn’t submit a matching request. A friendly reminder gives them the chance to double their impact before it’s too late.

Bonus resource: Strengthening alumni engagement

Workplace giving and matching programs are also an effective way to reconnect with alumni and inspire ongoing support. To learn strategies for boosting alumni participation through corporate giving initiatives, watch our webinar: Strengthening Alumni Ties with Workplace Giving.

Maximize donations with matching gift programs

Matching gift programs are a powerful way for nonprofits to strengthen donor relationships and make every contribution go further. Understanding how these programs work and targeting the right supporters allows your organization to capture more donations. Promoting matching opportunities through your website, social media, and fundraising campaigns maximizes the impact of every gift.

Implement a structured plan to ensure your fundraising efforts bring in the most revenue possible. Streamline the process by using tools such as donor prospect research software and gift matching software like Double the Donation. These tools help your nonprofit capture every eligible match and increase overall revenue.

Encourage donors to participate by highlighting matches at key points in the giving process, from donation forms to confirmation pages. Provide clear guidance and reminders to make it easy for supporters to submit match requests. Consistent promotion and follow-up ensure your organization maximizes contributions and builds long-term donor engagement.

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