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Matching Gifts: The Expert’s Guide
How can large nonprofits maximize their matching gift revenue?
Are you a small nonprofit or looking for just the basics of matching gifts? View Double the Donation’s Ultimate Guide.

The Most Common Challenges Organizations Face
Unknown Opportunities
Identifying match-eligible donors can be tricky. Sometimes donors themselves don’t even know if they’re eligible to submit a matching gift request! Nonprofits who are unable to identify their match-eligible donors could be missing out on twice as many contributions.

Not Enough Outreach
For larger nonprofits (and even smaller organizations), automated communications can be a hassle, especially when it comes to matching gift information. Nonprofits often don’t know what messages to send to what donors at what time, leading to frustration and unmatched donations.

Lack of Insights
Lets face it. Your time is limited. You can’t realistically reach out to every donor. The key is to get actionable insights into your database. You can then allocate your time to focus on the best opportunities that can substantially grow your nonprofit’s matching gift revenue.

Grow Your Matching Gift Potential Through Identifying Matching Gift-Eligible Donors
Why Identification is so Important
Did you know that as many as 78% of match-eligible donors have no idea whether their company offers a matching gift program? While companies want employees to take advantage of matching gift programs, the program may only be mentioned in one email in a year and on page 37 of an employee benefit book that never gets looked at.

Thus, it falls on the shoulders of nonprofits to raise awareness among donors. But before you can do so, you have to determine who is matching-gift eligible.

It doesn’t make much sense to send out matching-gift emails to all of your donors. Some of them won’t be eligible due to their company’s guidelines, and others will work for companies that don’t have matching gift programs.

Instead of wasting your time and your donors’ time, you can instead identify which of your donors is match-eligible, making your communications more streamlined and targeted in the long run.

Did you know that as many as 78% of match-eligible donors have no idea whether their company offers a matching gift program?

The Six Best Ways to Identify Matching Gift Opportunities
There is a reason few organizations can answer the questions, “Do you know which of your donors are matching gift eligible but haven’t submitted matching gifts? And how much more could your organization raise if they had submitted a match?”

Identifying match eligible donors is tough!

There is no single method that will work all the time, every time. Instead, use a combination of the six identification tactics that will help your nonprofit pin down your matching-gift eligible donors more easily.

Email Domains
Email domains are an easy indicator of donors’ match-eligibility.

For example, almost certainly works at The Home Depot (or used to, anyway) and is matching-gift eligible.

Donation forms
You can also include a matching gift field on your donation forms.

Instead of leaving an empty field, you can standardize your search options, making it easier to filter for and reach out to match-eligible donors.

Confirmation Pages
You’re likely already including a matching gift search tool on your confirmation page to provide your donors with the forms and instructions they need to submit a request. The key is to log the usage of that tool and associate the company that the donor selects with their donor record.

Matching gift emails are a great way to promote matching gift programs to all of your donors. The key is to know which of your donors receive the email, then visit your matching gift page, and ultimately which of your donors finds their employer. Make sure you’re logging this identification for future outreach.

Confirmation Emails
You can feature matching gifts in all donation acknowledgement emails. Encourage your recent donors to click on a link that takes them to your dedicated matching gift page. Then, log their usage of your matching gift plugin to identify whether or not they are match-eligible.

Bulk Screenings
Your donor database is filled with thousands or perhaps even millions of donor records. You likely have employer data for some of these donors. You can screen those records in bulk to determine which of your donors likely works for a company with a matching gift program.

Design a Robust Outreach Process To Encourage Donors to Submit Matching Gifts
Why Outreach is so Important
Your donors want to support your organization. And they often do on a regular basis!

However, once a donation has been made, it’s easy for a donor to forget about the process and go on with their day.

Thus it falls on your organization’s shoulders to encourage donors to submit matches.

Sending out regular communications about matching gift basics, deadlines, and statistics will help keep matching gift programs in the front of donors’ minds and remind them that they should submit their match requests.

Of course, you’ll want to segment and target your communications accordingly. If a donor isn’t match-eligible, it doesn’t matter how many times you send a matching gift email; they won’t be able to double their donation to your nonprofit.

However, if you can identify your matching gift-eligible donors from the beginning, you can more easily target those supporters who are willing and able to submit matching gift requests to their employers.

As few as 7% of donors at companies with matching gift programs actually submit matches. Your organization can boost that percentage simply by getting the word out about matching gifts.

The Four Opportunities for Matching Gift Outreach
At the Time of the Donation
Your donors are most engaged when they’re making a donation.

Include a streamlined matching gift search field on the donation form, so you can log matching gift eligibility in your CRM and track donors’ usage of the tool itself.

You can also place a matching gift tool or information on the confirmation screen immediately following your donation page.

On a Dedicated Matching Gift Page
You should maintain a page on your website with matching gift information.

This info should encourage donors to submit matching gifts and explain why they’re important to your cause. Link out to this page via your website, social media, and emails.

When possible, track which donors are visiting the page and accessing their company’s electronic forms and instructions.

Via Email
Trigger automated matching gift messages to donors based on what you know about them.

If you know they work for a company with a matching gift program, email them the exact link to the electronic submission process along with the guidelines and instructions that they need.

If you don’t know whether they’re matching-gift eligible, direct them to your dedicated matching gift page.

Manual Follow-ups
You can’t personally call every single donor, but you can pick out 100 matching gift prospects and ensure that they’ve submitted their matching gift requests.

To determine your best prospects, examine your donor records for supporters who you know are matching gift-eligible and have identified themselves as match eligible.

They should also have easy-to-use electronic submission forms, and make substantial donations.

Use Actionable Insights to Grow Your Revenue
Why Reporting and Getting Actionable Insights are so Important
You can promote matching gift programs to your supporters all day long, but unless you have a way to dig deep into your donor database and look at the insights from your matching gift tool and your manual outreach, your communications and promotions won’t mean much.

Actionable insights will highlight new opportunities to improve your matching gift performance and enable team members to spend their time as effectively as possible.

When you are able to look at potential matching gift opportunities within your database, generate reports, and analyze pertinent data points, your staff is better prepared for current and future matching gift outreach and promotion.

Actionable insights will highlight new opportunities to improve your matching gift performance and enable team members to spend their time as effectively as possible.

Best-in-Class Organizations Know Key Matching Gift Metrics Such As:
New matching gift opportunities in the last 60 days.

Donors with unknown matching gift eligibility.

Matching gift opportunities identified and waiting on action from a donor.

Matching gifts waiting to be verified by your organization.

Matching gifts submitted & verified by the nonprofit but not yet received.

Sample Actions to Take
New Matching Gift Opportunities
Do you know how many of your recent donors have made donations that could be matched? We track and update your organization’s match potential in real time. Drill down to learn more about each new match opportunity, and instantly reach out.

Unknown Employer Opportunities
Track new donors, and customize messaging to those who haven’t indicated whether they’re matching gift-eligible. Then, capture employer information when they use our tools and start driving the match process.

Identified but Waiting for Donor Action
These donors are primed and waiting for a follow-up. They’re matching gift-eligible but may need a little nudge. Send them an automated or personalized message to generate additional matching gift revenue.

Waiting on Your Nonprofit
How many times has a donor submitted a match but your nonprofit hasn’t followed up in a timely manner? Don’t let these easy matching gift opportunities fall by the wayside!

Schedule a Demo with a 360MatchPro Representative