Matching gifts are a great way for large nonprofits to maximize donations.

4 Matching Gifts Tips for Large Nonprofits

“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.

For more in-depth information about matching gifts, take a look at this complete guide.

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).

Learn more about what other types of donor information you should be collecting.

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.

For more info on matching gift metrics, check out this useful article from Double the Donation!

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.

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Matching gifts are a great tool for turning donors into major givers.

5 Ways Matching Gifts Can Create Major Gift Donors

Matching gifts are a great way to get a double scoop’s worth of donations from your donors and their employers for the price of one. But did you know that promoting matching gifts can also be a great opportunity to transform your donors into major gift contributors?

Check out these five unique ways that matching gifts can help you keep donors and turn them into major gift donors!

1. Matching gifts show you’re a good steward of donors’ funds.

Donors who will stay with your organization over time and make larger donations want to make sure that your nonprofit is making the most of the donations you are receiving.

When you promote matching gifts to first-time donors as well as dedicated contributors, you are letting them know that you are a good steward of their and their employers’ donations.

Donors will see that your nonprofit is taking advantage of all available resources and not just asking them repeatedly for donations.

This results in a trusting relationship which means bigger and more consistent contributions from donors.

Check out more information about increasing donor retention through matching gift programs.

2. Reaching out about matching gifts can make a positive impression on donors.

When you use social media, newsletters, or pages on your website to promote matching gifts, you are sending a message to donors. You’re letting them know that they can make their own donations go further by taking a few minutes to research matching gifts.

When donors see that an organization is only asking them to look into matching gifts instead of their wallets a second time, they are more likely to contribute in the future.

Future gifts might also mean larger donations, so make sure you’re letting donors know about matching gift programs on a variety of platforms.

3. Thank you notes that feature matching gifts can help turn one-time donors into repeat donors.

A donor makes a contribution and has done her homework about matching gifts. She filled out and submitted the paperwork to her employer. You even thanked her for her initial donation!

But, did you know that sending a thank you note to a donor when their company’s matching gift comes in can be a great way to turn a one-time donor into a major gift donor?

Sometimes, matching gifts don’t come in for weeks or even months after the initial donation. A donor might have already forgotten that they submitted a request for a matching gift!

By thanking them for their initial donation and their employer’s matching gift, you can remind them of the impact that their donations are having on your organization and encourage them to donate more next time.

Learn more about writing thank you notes after receiving matching gifts with these tips from Double the Donation.

4. Matching gifts can turn individuals into volunteers.

When donors feel connected to your organization, they are more likely to volunteer at special events that your nonprofit hosts.

While there are multiple ways for your organization to connect to donors, one of the best ways is to promote matching gifts to them. When donors know that you can maximize their donations through gift matching, you’re more likely to capture and keep their attention.

That captured attention can be turned into action during events!

Donors who take time to get their gifts matched tend to be more philanthropically minded and will be more inclined to volunteer at events.

5. Fundraising matches can result in major gifts.

If your nonprofit hosts a fundraising run or walk, encourage your participants to look into fundraising match programs that their employers might offer.

Fundraising matches are a variation of matching gift programs. They differ in that a company will match the money raised by an employee for a walk or run instead of just the employee’s singular donation.

If a donor’s employer offers a fundraising matching program, your nonprofit can benefit not only from having your donor’s contribution matched, but also the donations they receive from pledges. This will result in more major gifts made to your nonprofit.

If you’re looking to transform your one-time, small gift donors into major contributors, try promoting matching gift programs to increase the chances that donors will continue to give to your organization.

While there are a number of other ways to increase donor retention and encourage major giving, promoting matching gifts can be a useful tool in your toolbox.


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