“Buy one, get one” sales are the best. You can walk into the grocery store for a pint of chocolate chip ice cream, see that they’re having a sale on frozen dairy treats, and walk out with two pints of delicious ice cream for the price of one!
Matching gifts are like those sales. You send appeals to donors, collect the donations, and can receive matching gifts from some donors’ employers. Two for the price of one!
However, large nonprofits need to be able to balance all of their day-to-day operations and incorporate matching gifts tactics in order to maximize donations.
Here are the top four matching gift tips for large nonprofits.
1. Appoint a matching gifts coordinator.
Small nonprofits often don’t have the resources to delegate the role of “matching gift coordinator” to a particular individual. However, larger organizations have the assets that allow one person to direct a matching gift program.
By appointing a particular person to be the leader of your matching gift team, the rest of your organization can focus on their specific jobs. The matching gift coordinator doesn’t have to solely work on matching gifts, but the more attention they can dedicate to helping your nonprofit double its donations, the better.
2. Educate donors about matching gifts.
Use the different ways you already communicate with contributors to let them know about matching gifts:
- Thank-you emails. When you thank donors for their contribution, use the opportunity to remind them of matching gifts. Adding a line or two about matching gifts will remind donors that they can make their contributions go twice as far.
- Newsletters. Your nonprofit organization probably already sends out newsletters to let donors know about upcoming events and projects that their donations are helping fund. Why not use this medium to educate donors about matching gifts? Dedicate an entire e-newsletter to the subject, or simply add information about matching gifts at the end.
- Social media. Use the large following that your nonprofit might have on Twitter or Facebook to educate donors about matching gifts. Incorporate a graphic and a link to your short post to encourage donors to learn more about matching gift programs.
3. Make matching gifts part of your nonprofit’s culture.
It’s all well and good if you can effectively tell donors about matching gifts, but what if a donor calls or emails with a question about matching gifts? While it might be easy to direct them to the matching gift coordinator, it’s better for everyone in your organization to be able to answer basic questions about matching gifts.
Not everyone needs to be an expert, but arming your team with matching gift knowledge will keep everyone informed and able to answer donors’ questions.
You can also incorporate matching gifts into your major giving campaigns, phonathons and other fundraisers. Infusing your nonprofit with matching gifts will lead to increased awareness and revenue.
4. Keep comprehensive matching gifts records.
Your nonprofit should already be compiling information about your donors, but it’s important to keep track of matching gift statistics, too.
Key metrics to track include:
- How many matching gifts your nonprofit received.
- The rate of matching gifts (the number of matching donations divided by the total number of donations).
- The value of the matching gift donations.
- The percentage increase or decrease on individual donations (the value of matching gift donations divided by the total value of individual donations).
By knowing as much as you can about the matching gifts that your nonprofit receives from donors’ employers, your organization can more effectively market matching gifts to new and existing donors.
Matching gifts can be a useful tool for your nonprofit to have in its toolbox. By appointing a matching gifts coordinator, educating donors and the organization, and keeping comprehensive records about matching gift donations, a large nonprofit can maximize the number of donations that it receives.