How to Maximize Matching Gifts for Your Nonprofit

Sep 15

In the world of nonprofit fundraising, matching gifts remain one of the most underutilized sources of revenue. Many savvy donors will offer to match others charitable contributions (often to a certain amount), sometimes doubling or even tripling the original amount. So, how can nonprofits ensure they're making the most of these opportunities? Let’s dive in.

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1. Understand the Basics

Matching gifts occur when an individual or a company matches donations that others make to nonprofits. The ratio can vary: common ones include 1:1 (where the match is dollar-for-dollar), but ratios like 2:1 or even 3:1 are not unheard of.

2. Educate Your Donors

The biggest obstacle to obtaining matching gifts? Many donors simply don't know about them. It can help to dedicate a section of your website to explain the concept of matching gifts if you have one going on currently, list companies known to match donations, and provide instructions on how donors can participate.

3. Create a Sense of Urgency with a Hard Deadline

When letting donors know of your matching gift, we have found that it works best with a specific deadline. For example, “Until October 1st, we have a matching gift where every dollar donated between now and then will be DOUBLED, and we would love your help!”. This creates a need for the donor to donate now.

4. Send Regular Reminders

Once a donation has been made, follow up with an email reminding donors about the possibility of a match. Emphasize the potential to double or triple their impact without any extra cost to them.

5. Train Your Staff

Make sure everyone on your fundraising team understands the ins and outs of matching gifts. They should be ready to answer questions, provide necessary documentation, and help guide donors through the matching process.

6. Keep Comprehensive Records

This is crucial. Document all donations that have the potential to be matched. Follow up regularly to ensure that the matching process is being completed.

7. Celebrate and Thank Matching Gift Donors

When a matching gift is successfully processed, celebrate! It can be through a personalized thank-you letter, a shoutout on social media, or even a feature in your monthly newsletter. This not only shows gratitude but also raises awareness among other donors about the potential of matching gifts.

Matching gifts can provide an invaluable revenue stream for nonprofits. With a strategic approach and continuous donor education, your organization can tap into this potential, amplifying the impact of every donation. Remember: it’s not just about asking your donors for more money; it's about helping them make the most of their existing contributions.

Have more questions about matching gifts? Were here to help! Send us a message and we’d be happy to chat about your nonprofit’s fundraising needs.

Jake Lyons, CFRE, CNP

Jake is a full-time philanthropy professional, educator, and speaker. Jake manages fundraising campaigns, fund development assessments, audits, and feasibility studies. He also creates all subject matter and curriculum for the CFRE accredited conference series, the PRIDE Development Institute.