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How to Optimize Your Donation Form For Matching Gifts

8 min read
March 19, 2024
Adam Weinger headshot
Adam Weinger
President, Double the Donation

Employee matching gifts can significantly boost nonprofit fundraising efforts, incentivizing initial generosity, supplying organizations with “bonus” donations, and driving engagement from individual and corporate donors alike. However, a staggering $4 to $7 billion in match funds go unclaimed each year, largely due to a lack of matching gift program awareness among donors.

In today’s digital age, an organization’s donation form serves as a pivotal resource for powering effective fundraising initiatives. And that includes maximizing matching gifts!

In this guide, we’ll share key strategies for nonprofits and other fundraising groups looking to optimize their donation forms for gift-matching. These include:

  1. Mentioning the potential for matching gifts to double impact.
  2. Collecting employment data within your online donation form.
  3. Sharing matching gift instructions on your confirmation screen.
  4. Integrating your donation forms and matching gift software.
  5. Enabling matching gift auto-submission functionality.
  6. Ensuring your matching gift experience is fully accessible.

Remember: your online giving page supplies one of the easiest ways for donors to support your cause, and those who complete the form are generally at the height of their engagement with your cause.

Make sure you’re getting the most out of this digital asset! Incorporating the following matching gift marketing practices throughout your donation page will allow your team to capitalize on supporters’ momentum and drive the next steps for further impact.

Let’s begin!

1. Mention the potential for matching gifts to double impact.

Donors give because they want to make a difference for a cause they’re passionate about. When you let your audience know that, with matching gifts, they can stretch their support without reaching back into their own wallets, they’ll be more likely to give in the first place. In fact, Double the Donation research reports that 84% of donors are more likely to give if a matching gift is offered, while 1 in 3 would give more if a match were to be applied.

In order to benefit from these findings, however, your donors must be aware of the opportunity. And a quick blurb on your donation form can go a long way!

This is a screenshot of part of a donation form. The user sees a range of suggested gift sizes that ranges from $25 to $500, plus the option to add their own amount. Beneath the suggested amounts is the phrase "Double the impact of your gift!"
This is a screenshot of part of a donation form. The user sees a range of suggested gift sizes that ranges from $25 to $500, plus the option to add their own amount. Beneath the suggested amounts is the phrase "Double the impact of your gift!"

Check out these examples:

  • “Did you know your donation could be doubled? Enter the name of your employer to see if your company offers matching gifts!”
  • “Make your gift go twice as far to maximize your impact on our cause! Find out if your company matches employee donations here.”
  • “Many companies match employee contributions. Does yours? Use the search tool below to find out.”

Highlighting the potential for matching gifts can be a powerful motivator for your supporters. When donors understand the amplified effect their contributions can have when matched by their employers, their generosity soars.

2. Collect employment data within your online donation form.

When it comes to screening for match-eligible donations, the #1 component you’ll need is your donors’ employment data. And your donation form provides the perfect opportunity to collect it! After all, supporters are already supplying a wealth of information about themselves on your giving forms⁠—from their mailing addresses to their phone number and beyond. What’s one more personal inquiry for your donors?

This is a screenshot of Double the Donation's matching gifts widget. It includes a drop-down menu the donor has used to search for "The Home Depot"
This is a screenshot of Double the Donation’s matching gifts widget. It includes a drop-down menu the donor has used to search for "The Home Depot"

Thus, you’ll want to make it easy for supporters to offer the names of their companies⁠ by adding an optional but intuitive company search tool widget to the giving form. Or, at the very least, incorporate a plain-text field in which donors can type their company names.

Then, once armed with this information, you’ll be able to identify those who work for companies with matching gift programs and tailor your outreach accordingly.

3. Share matching gift instructions on your confirmation screen.

After a donor clicks “submit” on your giving form, they’re likely directed to a designated confirmation screen or thank-you page. This page provides your team with the first of many opportunities to communicate your gratitude and initiate the stewardship process.

It’s also the perfect chance to encourage donors to complete their matching gift submissions immediately following their initial gifts.
When donors have clearly defined next moves or calls to action regarding matching gifts, completing the steps according to the instructions can seem almost as if it were an extension of the donation process itself. This allows you to capitalize on and extend supporters’ initial giving momentum to do even more with a match.

In this screenshot, the donor's search in the Double the Donation widget returns a note that The Home Depot has a matching gift program. Beneath the results are two buttons: One to see the guidelines for the matching gift program and one to go to the matching gift form.
In this screenshot, the donor’s search in the Double the Donation widget returns a note that The Home Depot has a matching gift program. Beneath the results are two buttons: One to see the guidelines for the matching gift program and one to go to the matching gift form.

For the best results, consider providing donors with…

  • Links to their companies’ online request portals
  • Gift minimums and maximums
  • Match ratios
  • Submission deadlines
  • Nonprofit mission types
  • Employee types
  • And more!

However, if you’re unable to provide employer-specific details, a notice encouraging donors to check with their HR departments to learn about any available programming can suffice.

4. Integrate your donation forms and matching gift software.

The most effective way to incorporate matching gifts on your donation form is to invest in matching gift software. But you don’t just want any solution⁠—you want one that you know is going to work seamlessly alongside your existing software ecosystem. That means locating a matching gift tool that offers a native integration with your donation page software and/or CRM (like Neon!).

Why? A native integration ensures a smooth experience for your donors, minimizing friction in the giving and matching gift processes and driving more eligible matches to completion. Not to mention, it significantly reduces the administrative workload required by your fundraising team.

For example, Neon One partners with Double the Donation to enable your organization’s matching gift search tool, email follow-ups, tracking and reporting efforts, and more. And it starts directly on your donation forms when you connect the two platforms to produce big results. All you have to do is buy a 360MatchPro subscription, activate the integration, and add the matching gifts widget to your Neon CRM or Neon Fundraise donation forms!

5. Enable matching gift auto-submission functionality.

Historically, donors interested in matching gifts had to complete an additional submission form for their employers following their initial contributions. Though the exact process differs from one company to the next, it usually involves navigating to and logging into a separate online portal, where an individual supplies details regarding their recent donation and the organization to which they gave. While it again varies by employer, the required information often includes gift amount and payment method, transaction date, nonprofit name, mission type, and tax ID number.

Today, however, nonprofits and corporations are working to simplify the action by automating donor submissions. Specifically, organizations using Double the Donation’s platform can utilize groundbreaking auto-submission functionality, streamlining requests by empowering select donors with a one-click submission option right from the organization’s donation page.

In this screenshot, the donor is invited to enter their corporate email address, then check a box to authorize Double the Donation to submit their matching gift request.
In this screenshot, the donor is invited to enter their corporate email address, then check a box to authorize Double the Donation to submit their matching gift request.

Equipped with this simplified process, eligible donors can request their matches in seconds. With no redirects or additional steps⁠ necessary, teams are able to reduce critical roadblocks and enhance the overall convenience for everyone involved. And, as the functionality is already built into Double the Donation’s 360MatchPro, all its users need to do is toggle the option on from within the platform⁠. Then, donors employed by participating companies will have the feature available to them!

6. Ensure your matching gift experience is fully accessible.

Accessibility is paramount in ensuring equal access to matching gift opportunities among donors. And your matching gift efforts constitute a key aspect of the online donation experience that you must be sure remains fully accessible.

If you’ve invested in (or are considering investing in) a matching gift solution, make sure to conduct ample research into the provider’s accessibility compliance to ensure your end users have an ultimately positive user experience.

While the specific standards to consider (i.e., Section 508, ADA, WCAG, etc.) are outlined in greater detail in this guide, the bottom line is this: your team aims to ensure a smooth experience for donors. You certainly don’t want to introduce unnecessary new roadblocks through your online giving form tool due to a lack of accessibility!


Matching gifts present a significant opportunity for fundraising organizations to amplify their engagement efforts, extend the impact of their donors’ support, and harness additional funds to support their missions. And your donation forms offer an invaluable source of digital real estate on which to market the programs to your audience. As a result, integrating matching gifts into your donation process will empower donors to submit their request so that you ultimately drive more matches to completion. 

As you begin taking steps to revitalize your nonprofit’s donation pages, don’t overlook the potential matching gifts can bring. Implement these best practices to ensure a seamless and positive donor experience from start to finish!

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