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Matching Gifts: 3 Types Every Nonprofit Should be Thinking About

Did you know that there is more than one way your nonprofit can receive matching gifts? That’s right! In fact, your nonprofit can receive matching gifts in three different ways.

If you don’t know about the different types of matching gifts, that’s okay. We’ll give you a rundown of the matching gift programs along with some tips and resources to promote them.

Take a look at the sections we’ll cover.

  1. Types of matching gifts
  2. Top tips to promote matching gift programs
  3. Database services and resources

Let’s get started!

Learn more about the types of matching gifts.1. Types of matching gifts

If you’re used to only promoting employee matching gifts program, then you’re missing out on two other ways to double your donations. With more matching programs, you can double or even triple the amount of funds you raise.

Let’s take a look at the different types of matching gift programs:

A. Employee matching gifts

The type of program that you’re most familiar with is probably employee matching gifts. In this program, companies will match their employees’ donations.

Usually, companies match gifts at a 1:1 ratio, but some companies match gifts at an even higher ratio!

However, many donors don’t submit a matching gift request because they don’t know that their company has a program. It’s up to your nonprofit to educate donors about these programs and provide them with the resources so that they can submit a request. 

When you raise awareness and make it easy for donors to submit a request, you’ll see an increase in your matching gifts. Donors will have more knowledge about how to request a match from their company, and they’ll be more comfortable about completing the process.

B. Asking a top supporter

Seek the help of your major supporters and board members by asking them if they’d offer a matching challenge.

See if they would be willing to contribute a significant donation if you can raise an equivalent or higher amount. 

Querying your top supporters works because they want to contribute to your cause in a meaningful way. It allows them to make a publicly support your nonprofit.

Additionally, donors will be motivated to give because their donation can go further.

Promote your campaign on social media and via email to get as many donors interested as possible.

For instance, the president of Kent State University offered to match up to $25,000 in a recent campaign. The campaign was able to raise donations totaling over ten times the matching gift amount.

C. Corporate or small business matches

Reach out to local businesses and see if they’ll match donations up to a fixed amount.

Plus, the added promotion from your nonprofit can also be a solid motivator for small businesses. 

Once you’ve got the cooperation of a few local businesses, you can start to promote your matching gift offers. Don’t forget to include details about the offer and information on the company.

Matching gifts can be advertised on social media.

For instance, The Alzheimer’s Society does a great job of promoting their matching gift partnership with Deloitte for #GivingTuesday. They not only include an engaging image, but they also explain the offer by saying “individual gifts up to $11,000 will be matched.”

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The takeaway: If you’re just promoting one type of matching gift program, then it’s time to vary your strategy. Corporations aren’t the only ones who can match gifts!

Bonus: Learn more about matching gifts with Double the Donation’s guide.

Learn more about promoting matching gift programs.2. Top tips to promote matching gift programs

Matching gift programs are only effective if supporters submit a request; most of the responsibility falls on the donor. Luckily, there are ways you can help encourage donors to request for a matching gift.

We’ll go over four tips that you can use to spread awareness about these programs.

A. Use social media to spread the word.
B. Make it easy for donors.
C. Mention matching gifts in your fundraising campaigns.
D. Market matching gifts throughout the donation process.
E. Create a page specifically for matching gifts.

Once we’re finished, you should have a better idea of how you can promote matching gifts to your supporters.

A. Use social media to spread the word.

If your nonprofit has a strong presence on social media, then you should consider promoting matching gifts on your active accounts. With nearly three-quarters of Internet users visiting social media accounts, you have a large audience to work with. 

Concise and visually attractive posts work the best. Here’s an example of what you can post on Facebook:

The National Kidney Foundation promotes matching gifts on social media.

The National Kidney Foundation sends a clear, short message letting donors know about matching gift programs. Additionally, they’ve included a link to their matching gift page so that supporters can learn more.

While every social media platform is different, here are some general rules to help you:

  • Always link to a page or article where donors can learn more information.
  • Keep your posts short and sweet. You don’t want to bombard supporters with too much information (that’s what the link is for!).
  • Show followers the difference their contributions are making using videos and images. That way, they can see the advantages of doubling their donation.

Learn more social media tips to promote your cause.

B. Make it easy for donors.

The more donors know about matching gift programs (requirements, submission process, and restrictions), the more likely they’ll be to submit their requests to employers.

So how do you make it easy for donors? 

Simply asking donors to check with their HR department isn’t enough. Your nonprofit needs to provide them with the right resources to (1) find their employers’ program and (2) figure out how to submit a request. 

Using matching gift services can help you with both of these things. With matching gift software, you have the tools to make searching for a company’s program easier.

Take a look at the donation confirmation page for The Piedmont Foundation as an example:

The Piedmont Foundation uses a matching gift tool to spread awareness about matching gifts.

After the acknowledgment, The Piedmont Foundation includes a “Make Your Donation Go Twice as Far” section about matching gifts. At the bottom, there is a tool that donors can use to search for their company’s program.

This tool makes it easy for donors to learn more about their company’s program after they’ve made their gift. 

C. Mention matching gifts in your fundraising campaigns.

When donors make a contribution to your fundraising event, you already know that they’re invested in your cause. Why not inform them about matching gifts, too?

It can be an excellent opportunity to let your donors know about how they can double their gift when they are still in a giving mood.

You can let donors know about matching gifts before and during:

When you promote your campaign, remind donors of the ways they can make their donation go twice as far. Include links to where they can learn about matching gift programs so that supporters can be prepared to put in a request once they give.

When you promote matching gift programs during fundraisers, you can not only double your donations but also promote your cause to more donors and the companies they work for.

D. Market matching gifts throughout the donation process.

The donation process is also a good place to promote matching gifts. Your supporters are obviously invested in your cause because they have given their own money to support your nonprofit.

If your supporters learn about matching gifts, they are going to be more willing to take a little extra time to turn in a request.   

Include a place where donors can search for their company’s matching gift program on the donation form. Submitting a request will still be fresh in your donors’ minds after they give.

The matching gift tool on the Texas Aggie's website can help donors identify opportunities for corporate philanthropy.

For example, Texas A&M’s Association of Former Students includes a section about matching gifts. They have a link where donors can search for their company’s program. After donors complete their search, they can enter in their company name and matching ratio.

The donation process doesn’t stop after a gift has been made, so continue to promote matching gifts after a donor has contributed. Follow-up with your donors, reminding them to submit a request to their company.

E. Create a page specifically for matching gifts.

Teaching your supporters about matching gifts is one thing, but you should also provide donors with a place where they can learn more in-depth information. That’s where matching gift pages come in!

Your page will be a place that donors can refer to when they need clarification on the process.

And the more knowledge that your donors have, the more comfortable they’ll be with submitting a request.

What should you have on your matching gift page? Here are a few things to include:

  • A matching gift tool where donors can find their employer’s program.
  • Statistics about matching gifts and online donations.
  • An explanation of how matching gifts impact your nonprofit.
  • FAQs about matching gifts.

Additionally, a page dedicated to information on matching gifts will give you a resource to link back to when you promote doubling donations on social media or email.

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The takeaway: Promoting matching gift programs is one of the best ways you can encourage donors to submit a request and double their contribution. Use these strategies to keep matching gifts in your donors’ minds.

Database services and resources are important for matching gifts.3. Database services and resources

If your nonprofit wants to market matching gifts to the best of your ability, you should invest in database services. Database services offer your nonprofit the tools to make the matching gift process easier for donors.

We’ll cover two different database services that your nonprofit can use:

A. Double the Donation

Double the Donation is a database tool that helps you promote matching gifts to your donors in many different ways. With their services, you can create and customize a matching gift page where donors can learn about their employer’s program.

You can seamlessly include Double the Donation’s search tool on your dedicated matching gift page so that donors can find their company’s giving details.

Additionally, your nonprofit can integrate matching gift information into your donation forms. That way, matching gifts are fresh in their minds after they’ve contributed.

B. 360MatchPro

360MatchPro is more suited for larger organizations because they can help you automatically remind donors about matching gifts after they’ve donated.

How does it work?

360MatchPro uses donors’ email domains or the companies they search for during the donation process to send them specific information about their employers’ program. In other words, 360MatchPro handles the hard work for you. 

You can send the information about specific companies instead of just sending donors a follow-up email with general information on matching gifts

Donors are sent a few reminder emails with information about how to submit a request and a link to where they can start the process.

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The takeaway: Database services come in handy if you want to remind donors about matching gifts.


The key to maximizing your donations is to vary the types of matching gifts you promote to your donors.

When you provide donors with the tools and information to help them understand matching gifts, your donors will find the process of submitting a request easier.

Additional Resources:

  • Complete Guide to Charity Auctions. Now that you know how to promote matching gifts, you need a way to generate donations for your cause. This guide will take you through the ins and outs of planning an effective charity auction.
  • Event and Fundraising Software. Events are great ways to raise awareness and funds for your nonprofit. Plus, you can promote matching gifts to double what you raise. Learn more about using fundraising software to plan your next event.
  • Peer-to-Peer Fundraising Tips. With peer-to-peer fundraising, you have the potential to gain new donors and have their contributions go further with matching gifts! Learn how to plan a peer-to-peer- campaign.

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