If you’re reading this article, you’re probably already familiar with the benefits of corporate matching gifts. Matching gift programs provide donors with the opportunity to make their donations go further without having to dip back into their wallets, and nonprofits can double the funds they raise.
Since there are so many benefits, you’d think more donors would submit a matching gift request. But the reality is that many donors don’t know that their employers offer these programs.
That’s why your organization can’t be passive when it comes to promoting matching gifts. It’s up to you to let donors know about corporate philanthropy programs and lead them to the right resources where they can learn more.
One of the most effective places nonprofits can promote matching gifts is online, allowing you to reach the most donors possible.
In this article, we’ll show you four ways you can promote matching gifts online by:
- Create a section on your “Ways to Give” page.
- Embedding a matching gift search tool on your online donation form.
- Sending emails to market matching gifts.
- Reminding donors about matching gifts on social media.
With these tips, you’ll be ready to market matched giving and encourage more donors to participate in corporate philanthropy programs. Keep reading to get started!
Create a section on your “Ways to Give” page
A nonprofit’s website is its online hub, so to speak. It’s where donors come to make contributions and potential supporters come to learn more about your mission.
Any organization that wants to promote matching gifts should have information on their website, especially on their “Ways to Give” page.
Since supporters that land on your “Ways to Give” page are looking for opportunities to support your cause, letting them know about matched giving not only puts these programs in their minds early on but also encourages donors to give more.
You’re probably wondering what you should cover on your “Ways to Give” page. When it comes to matching gifts, your website should cover the basics, including:
- A general definition for matching gifts.
- Basis requirements (e.g., deadlines, documents, etc.).
- A list of nonprofits and types of donations that are usually eligible.
Links to where donors can learn more about their employer’s program.
While it’s important to give donors a general understanding of matching gifts, it’s also important to help them find information about their specific matching gift program.
By linking to a matching gift database, you can direct donors to a place that will show them detailed information about their company’s program.
With more specific information, donors can determine if their donations qualify and take the necessary steps to complete their request.
Embed a matching gift search tool on your online donation form
Another prime place to market matching gifts is on your online donation forms. Reminding donors of matching gifts as they give can motivate them to give more and submit a request right after they donate.
While it’s important to give general information about matching gifts when promoting corporate philanthropy programs on your website, your donation forms should give donors to the opportunity to see information about their employer’s program.
This will let donors know if their donation qualifies for a matched gift and what the minimum required donation to be eligible is.
Knowing this information before they confirm their donation can help donors decide how much they want to give.
For example, let’s say Jane Doe initially wanted to give $15, but discovers that her company only matches donations between $20 and $2,000. As a result, she might decide to increase her donation to $20 so she can take advantage of the matched gift.
Plus, by making it easy for donors to obtain all the information they need, they’re more like to submit a request soon after they give and well within the matching gift deadlines.
Send emails to marketing matching gifts
When it comes to promoting online donations, sending emails is an effective way to reach out to donors and remind them to submit a matching gift request.
There are three types of emails we recommend promoting matching gifts:
Thank you letters
Whether you’re sending them via direct mail or email, mentioning matching gifts in your thank-you letters is a great way to let donors know about additional ways they can support your cause.
After thanking the donor for their contribution and showing them the impact that their donation will make, remind them about corporate matching gifts.
Using your donation software and donor profiles, determine if the donor has submitted a matching gift request in the past or if you know the donor’s employer. With this information on hand, you’ll be able to direct donors to their employer’s matching gift forms, making it easy for them to submit a request.
Newsletters
If your organization sends out an e-newsletter, then you should market matching gifts directly in your newsletters.
This is a great way to get the most supporters informed about your matching gift programs. Include a section in all of your newsletters letting donors know that their donations have the potential to be matched.
Even if a donor has given in the past year, they still might be able to have their gift doubled if the deadline hasn’t passed. That’s why it’s critical to promote matching gifts year-round.
You don’t have to go into too much detail about the submission process in your newsletter. Just link to the page on your website where you talk about corporate philanthropy opportunities or direct them to a matching gift database so donors can learn more about their specific program.
Email solicitations
Last, but certainly not least, you can promote matching gifts in your solicitations. When you ask for contributions, let donors know that their gifts could be doubled through their employer’s matching gift program.
Making donors aware of matching gifts as they consider supporting your organization might be the extra motivation they need to contribute. Since their contributions can be doubled, this might encourage them to participate in your campaign.
The best time to send out solicitation emails with matching gift information is during your year-end campaign. Your organization has the potential to raise double the funds, and donors who have already supported your cause throughout the year are reminded about submitting a request.
Since a large majority of matching gift programs have deadlines at the end of the year, this is a great opportunity to get donors to submit requests for gifts they made throughout the entire year.
Remind donors about matching gifts on social media
When used properly, social media is a valuable tool for nonprofits to spread the word about fundraising campaigns, volunteer opportunities, and even matching gifts.
By posting on your social media accounts you’ll be able to reach the most people possible, allowing you to keep matching gifts at the forefront of your donors’ minds.
The challenge with promoting matching gifts on social media is that you’ll be competing against all the other posts on your donors’ newsfeeds for their attention.
Here are a few ways you can promote matching gifts compellingly and memorably on social media:
- Schedule a block of time on Facebook or Twitter to answer your donor questions about matching gift programs.
- Post information about the matching gift programs of the companies that the majority of your donors work at.
- Respond to posts that share a supporter’s donations with information about matching gifts.
- Thank your donors on social media for submitting a matching gift request.
Additionally, don’t think of matching gifts as a separate thing you need to promote. Incorporate matched giving into your fundraising campaigns, letting donors know that submitting a matching gift request is quick and easy.
The more engaged and transparent you are about matching gifts and how they positively impact your organization, the more likely donors are going to take the time to submit a request.
The best way to encourage donors to participate in matching gift programs is by educating donors about matching gifts and making them more aware of these programs. Your organization can use these tips to start promoting matching gifts today!
