Engaging donors year-round is a must. We can all agree on that! But the end-of-year giving season is undeniably one of the most important fundraising periods for many nonprofits. And, each year, #GivingTuesday is one of the largest fundraising days that (un)officially kicks off this important season.
As a result, lots of fundraisers begin gearing up for the day of giving several months in advance. This enables nonprofits to better prepare for top fundraising strategies and equip their teams with the resources they need for GivingTuesday success.
If you’re reading this article, you’re probably looking for ideas you can use to reach the goals you’ve set for an upcoming GivingTuesday campaign. And luckily, there’s a tried-and-true way you can double incoming donations on Giving Tuesday (and every other day). And that is matching gifts!
In order to help drive fundraising revenue this year, we’ve put together a list of top GivingTuesday matching gift tactics. Here’s what we’ll cover:
- Highlight matching gift opportunities in #GivingTuesday appeals.
- Emphasize the increased impact of corporate matching donations.
- Follow up with match-eligible donors after #GivingTuesday.
- Make it easy for donors to find matching gift information year-round.
Let’s dive in to learn more about strategically elevating GivingTuesday matching donations and the wide array of benefits the practice can bring to organizations like yours.
1. Highlight Matching Gift Opportunities in GivingTuesday Appeals
Matching gift research reports that 84% of individuals are more likely to donate if they know a match is being offered, while one in three donors will make a more significant contribution if so. As a result, fundraising appeals mentioning matching gifts see more than a 71% increase in response rate and a 51% increase in average donation amount.
That’s why we recommend highlighting matching gifts in all of your GivingTuesday fundraising communications. Not only will this increase the number of GivingTuesday matching donations you’re likely to receive, but it can also elevate individual funding at the same time.
Here’s an example of a donor communication that uses this best practice:
“This GivingTuesday, we’re looking to raise $10,000 to fund next year’s free lunch program. You can help us reach our goal even faster with corporate matching gifts! Find out if your employer is one of the thousands of companies that offer these programs.”
2. Emphasize the Increased Impact of Corporate Matching Donations
Donors love giving to organizations that they see making a significant impact with the dollars they contribute. Luckily, one of the most noteworthy benefits of matching gifts is the increased (typically doubled or tripled) impact made possible by donations. Thus, one of the best ways to elevate matching gift fundraising efforts is to emphasize the opportunity for the increased impact that matching gifts bring.
You already know your donors are passionate about your cause, whether that’s pertaining to medical research, feeding the hungry, educating the next generation, or providing furry friends with forever homes. Drive more matching gifts by focusing on the tangible mission impact and the additional benefits that corporate giving can offer!
This will allow all of your supporters—from your smallest-level donors to your major contributors and more—to recognize the great things their generous support is allowing your organization to do.
Here’s an example of a donor communication that uses this best practice:
“Your generous gift of $100 will provide our team with 100 pounds of dog food for the pups at our shelter. A matching gift from your employer can provide an additional 100 pounds, bringing your total donation value to more than $200!”
If you’re looking for more ways to use matching gifts, this article contains ideas you can use during GivingTuesday and the rest of the year.
3. Follow Up with Match-Eligible Donors After GivingTuesday
If you play your cards right, you’ll probably receive an influx of donations on GivingTuesday. But your job isn’t over when the single day of giving ends!
In fact, one of the best ways to drive matching gifts occurs after the donation is made. Here are some tips you can use to encourage matching gifts even after the big day:
- Send matching gift follow-up emails within 24 hours of the donation for optimal engagement results.
- Thank donors for their initial contributions and highlight how that donation can go even further with a matching gift.
- Provide donors with targeted eligibility criteria for their employing company, allowing them to quickly determine whether their donation can be matched.
- Encourage donors to keep your organization in the loop by providing a simple way to notify your team when they’ve successfully requested their match.
Some of your GivingTuesday donors probably choose to request their matching gifts immediately following their donation—perhaps even on the same day. But, unfortunately, many will not.
Incorporating these strategies into your overall communication plan can be a great way to re-engage these individuals, remind them about matching gift opportunities once the rush of Giving Tuesday has subsided, and drive more GivingTuesday matching gift donations to completion.
Here’s an example of a donor communication that uses this best practice:
“Your GivingTuesday donation helps keep our doors open so we can continue to serve our community. Did you know that your employer, the Home Depot, will match your generous gift of $200? Learn more about the program and how you can get involved here.”
4. Make It Easy for Donors to Find Matching Gift Information Year-Round
In order to drive the most matching gifts, upping your strategy come GivingTuesday is a great place to start. But you certainly shouldn’t end there! We recommend promoting matching gift opportunities to your donors throughout the year and ensuring your supporters have easy access to additional information whenever they need it.
For this reason, consider adding a “Ways to Give” page to your nonprofit website and including information about matching gifts, how to locate donor eligibility, and more. Your website is probably your most essential marketing tool and typically functions as a hub of information where donors, prospects, and other constituents can learn more about how to support your cause. It makes sense that matching gifts should be prominently featured within this resource!
Tried-and-true methods for incorporating matching gifts in an organization’s website include:
- Adding a section on your “Ways to Give” page
- Creating a dedicated matching gift web page
- Adding matching gifts to the site’s navigation menu
- Highlighting matching gifts within online giving forms and confirmation screens
- Providing access to a matching gift database tool in which donors can search their employers’ giving programs
Don’t forget about additional communication channels like social media, blog posts, nonprofit newsletters, and email blasts, either! You can also provide contact information for a team or individual who is ready and willing to answer any questions about matching gift programs that a donor may have.
Here’s an example of a donor communication that uses this best practice:
“Interested in learning more about matching gift programs? Check out our website and find additional information on our “ways to give” page as well as our matching gift web page! You can also reach out to our matching gift team at [email protected].”
Matching gifts can bring any nonprofit’s strategy to the next level. If you want to make the most of your next GivingTuesday campaign, encouraging matching gifts is a great tactic.
By informing donors about matching gift programs from the beginning, highlighting the doubled impact of matched donations, and following up on GivingTuesday matching gifts, you’ll be well on your way to increasing revenue through corporate and individual support. Then, don’t forget to make the most of gift-matching year-round to best position your organization for greater long-term success.
Looking for more ways to engage your GivingTuesday donors? Our Giving Tuesday Planning Toolkit can help you out:
Get Your GivingTuesday Templates, Guides, and More!
Neon One’s GivingTuesday Resource Center has all the resources you need to craft an unforgettable campaign and kick off your year-end giving push.
