Maximize Matching Gifts: Essential 2024 Checklist

As we approach the year-end giving season, nonprofits are preparing to capitalize on one of the most effective strategies for maximizing donations—matching gifts. With corporate philanthropy on the rise and more companies offering matching gift programs than ever before, it’s crucial for organizations to have a well-executed plan to capture these additional funds.

That’s why we’ve created this Essential 2024 Checklist to capture more matching gifts. This checklist is packed with actionable steps, proven strategies, and essential tools your institution needs to streamline the process and significantly boost your fundraising revenue. Let’s begin!

Train your team on all things matching gifts.

Having a well-informed team is crucial to successfully capturing more matching gifts in 2024. Training your staff on the ins and outs of matching gift programs enables them to confidently assist donors and answer questions.

Everyone in your organization—from development staff to customer service professionals—should understand how matching gifts work, which companies offer them, and how donors can submit requests.

A well-trained staff can help streamline the matching gift process, ensuring more donors participate and ultimately increasing your organization’s revenue. And it’s easy to do so when you equip your team with the right resources⁠—such as Double the Donation’s Matching Gift Academy, live and on-demand webinar presentations, downloadable resources, and more.

Invest in (and integrate) matching gift software.

Matching gift software is one of the most effective tools to help nonprofits increase revenue. These platforms allow you to automate many steps of the process, such as identifying match-eligible donors, sending automated reminders, and tracking matching gift submissions. Thus, by investing in the right software solution, you can reduce the manual labor required to capture matching gifts and provide a seamless experience for donors, ultimately boosting your organization’s success with matching gifts.

From there, integrating this software with your CRM, donation tools, or other fundraising platforms ensures that matching gift information is easily accessible to your team and donors alike. Fortunately, Double the Donation offers a ready-built integration with Kindsight’s ascend, making the connection process quick and easy for teams like yours.

Create a dedicated Matching Gifts page on your website.

When it comes to matching gifts, your institution’s website is one of your greatest marketing assets. Establishing a dedicated matching gifts page makes it easy for donors to find the information they need to participate.

This page should include an explanation of how matching gifts work, highlight the impact of these donations, and provide a search tool for donors to check if their employers participate. By providing a centralized resource, you not only educate your supporters about matching gifts but also make it more convenient for them to take the next steps, which increases the likelihood of gift-matching success.

Add a blurb about matching gifts in your fundraising appeals.

Including a short, informative message about matching gifts in your fundraising appeals is an easy way to raise awareness among your supporters⁠—and drive up donation response rates, too.

Whether you’re sending an email, text message, or direct mail letter, a simple reminder about the donor’s potential to double their contribution can motivate recipients to take action. Keep the language clear and direct—mention the possibility of matching their gift and provide guidance on where to learn more.

Market matching gifts on social media to drive awareness.

Social media is a powerful tool for spreading awareness about matching gift opportunities. By sharing posts about matching gifts on your platforms, you can reach a wider audience, including current donors, potential supporters, and more. 

Include eye-catching visuals, real-life examples, or success stories to make your message resonate. Plus, don’t forget to add clear calls to action, directing followers to check if their employer offers matching gifts or visit your dedicated matching gift page to learn more. You can even try a free, customizable marketing template to this process easier.

Consistent, engaging social media marketing keeps matching gifts top of mind and encourages more participation.

Collect employment information from donors as they give.

The more you know about your donors, the better you can engage them with matching gifts. Thus, one of the most effective ways to capture matching gifts is by collecting donors’ employment information directly within the donation process.

By simply asking for their employer’s name using an optional form field or company search tool, you can immediately identify match-eligible donations. This step not only increases the number of uncovered match-eligible gifts but also creates a personalized experience for the donor, boosting engagement and encouraging future contributions.

Share next steps for matching gifts on your confirmation page.

Your donation confirmation page is a prime spot to share details about matching gifts. After a donor completes their gift, they’re likely still feeling positive about their contribution and are more open to learning how they can make an even bigger impact. Include a simple message on your confirmation page that encourages donors to check if their employer offers a matching gift program.

Or, for the best results, embed a matching gift widget directly into the page to provide personalized matching gift insights in real time, increasing the likelihood of follow-through.

Trigger automated matching gift reminders post-donation.

Post-donation emails are an excellent way to gently remind donors about matching gifts. By setting up automated reminders, you ensure that donors are notified of the opportunity to double their donation without any manual effort from your team. 

These reminders should be sent shortly after the gift is made (we recommend within 24 hours post-donation) and should include easy instructions on how to submit a matching gift request. Be sure to personalize the message with the donor’s name and gift amount to make the reminder feel relevant and timely, too.

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, many donors are feeling increasingly generous, and highlighting the potential to double their donation through matching gifts can inspire even larger contributions.

Thus, incorporate matching gift messaging into your year-end campaigns (such as Giving Tuesday!), social media posts, and other marketing materials. You can even establish a sense of urgency by mentioning that many companies have year-end deadlines for submitting matching gift requests.

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

Finally, don’t let previous matching gift opportunities slip through the cracks! One of the easiest ways to capture more matching gifts before the end of the year is by following up with donors who made eligible gifts earlier in the year but didn’t submit a matching request.

Many donors may have simply forgotten or didn’t realize they could participate in a matching gift program. By reaching out with a friendly reminder at the end of the year, you give them the opportunity to double their impact before it’s too late.

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In 2024, capturing matching gifts will be key to elevating your nonprofit’s fundraising potential. By leveraging the tips and tools provided in this checklist, your school can more effectively identify, promote, and collect matching gifts throughout the year⁠—and especially during the peak giving season.

As you implement our expert best practices, you’ll not only increase your donation totals but also strengthen relationships with individual donors and corporate partners alike. Let this checklist be your guide to unlocking new opportunities and maximizing your fundraising impact!

For tips on workplace giving, check out our in-depth webinar, Strengthening Alumni Ties with Workplace Giving.

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Julia Beltran

Julia Beltran is the partnerships manager at Double the Donation, an organization that helps nonprofit organizations and schools increase fundraising from corporate employee matching gift and volunteer grant programs.