What Is Gift Matching and How Can It Help Your Fundraiser?

Published December 10, 2024

Fundraising is at the heart of many impactful initiatives, from supporting valuable causes to sustaining nonprofit organizations. However, even the best campaigns often face challenges in increasing donations or keeping donors engaged. That’s where gift matching comes into play.

Gift matching programs offer an exciting opportunity to significantly enhance the impact of individual donations, bridging the gap between generous supporters and fundraising goals. But what is gift matching and how can it help your fundraiser? This article will provide a detailed guide to understanding, implementing, and benefiting from gift matching programs, equipping you with the tools to elevate your fundraiser.

Understanding Gift Matching

At its core, gift matching is a program that doubles (or multiplies) a donor’s contribution, typically through an organization or individual. The most recognizable form of gift matching is corporate matching, where businesses commit to matching their employees’ charitable donations up to a certain threshold. However, other forms such as individual or anonymous matching can also play a significant role in boosting contributions.

For example, an employee at a company participating in corporate gift matching donates $500 to a local nonprofit. The company, through their matching program, contributes an additional $500, resulting in a total donation of $1,000 to the nonprofit. This streamlined process essentially increases the value of every individual gift without requiring additional funding from the original donor.

To further enhance donation pools, individual donors or community groups may set up their own matching programs, pledging to match contributions up to a designated total. Understanding the mechanics and flexibility of these programs allows fundraisers to identify opportunities for inclusion within various campaigns.

While gift matching has been around for decades, many donors—and even some fundraisers—are unfamiliar with how to maximize its potential impact. By understanding the ins and outs of gift matching, you can educate your supporters and make the process seamless for them.

Benefits of Gift Matching for Fundraisers

Gift matching is a strategic tool that delivers a wealth of benefits for fundraising campaigns.

Increases Donations

One of the most obvious advantages is the ability to increase donation totals without requiring additional investment from the donor. For every dollar donated, a matching gift can double or even triple the impact, accelerating your progress toward campaign goals.

Improves Donor Engagement

Another compelling benefit is improved donor engagement. Offering a gift matching option encourages participation and fosters a deeper connection with your campaign. Donors feel a heightened sense of accomplishment when gift matching amplifies their contributions, knowing they’re having a greater impact.

Leverages Corporate Relationships

Gift matching also provides fundraisers with an opportunity to leverage corporate relationships. By engaging with companies that offer matching programs, fundraisers can tap into a valuable network of businesses eager to support charitable initiatives. This builds a robust pipeline of financial contributions and enhances the visibility of your campaign within the business community. Partnering with corporations on matching programs can create lasting relationships that benefit future efforts beyond the initial campaign.

Encourages New Donors

Finally, these programs can encourage new donors to join your cause. The prospect of seeing their donation doubled or tripled often motivates people who may be on the fence about contributing. The added incentive can convert casual observers into active supporters, broadening your donor base.

How To Implement Gift Matching in Your Fundraiser

Successfully incorporating gift matching into your fundraising campaign requires thoughtful planning and strategic execution.

Identify Donors

The first step is to identify potential matching donors. Begin by researching companies that offer corporate gift matching programs. Many organizations already support their employees’ philanthropic efforts through established systems, but they may not be actively promoting these programs. Reaching out to local or regional businesses can uncover new avenues for matching partnerships.

Spread the Word

Once you’ve identified corporate opportunities, spread the word among your supporters. Many donors are unaware that their employers offer gift matching, even when programs are in place. Educate your audience by incorporating clear, accessible messaging into your campaign’s communication channels. Highlight the ease and benefits of matching contributions and provide step-by-step instructions on how donors can check eligibility and submit requests.

Promote

Promote gift matching through every available platform. Email newsletters, social media posts, and event announcements are all effective ways to inform your audience. Use storytelling to showcase how a single matching gift has amplified the impact of previous donations, encouraging others to participate.

Simplify the User Experience

Make the process of submitting matching requests as seamless as possible. Include links to forms, downloadable resources, and contact details for support. Simplifying the user experience will reduce friction and encourage donors to pursue matching opportunities.

Express Gratitude

Finally, be sure to express gratitude to both donors and matching contributors. Recognize and celebrate their participation, highlighting the collective impact created by the partnership. Personal thank-you messages or shoutouts during campaign events can go a long way in fostering goodwill and motivating continued involvement.

Tools and Resources for Gift Matching

Navigating gift matching programs may seem complex, but there are tools and platforms designed to simplify the process for fundraisers and donors alike. These resources can streamline matching submission, track contributions, and ensure all gifts have maximum impact.

Many fundraising technologies now include built-in matching gift functionalities. These features allow organizations to identify eligible donations automatically and guide donors through the application process. Additionally, online databases can provide comprehensive lists of companies with matching gift programs, complete with criteria and submission guidelines.

Using these tools effectively reduces administrative overhead while boosting campaign results. They provide fundraisers with real-time insights into the success of gift matching efforts, enabling better decision-making and reporting. Fundraisers can further enhance the donor experience by integrating these platforms into their websites, creating a one-stop-shop for supporters.

When selecting tools and resources, prioritize options that align with your organization’s goals and capabilities. Look for tools that feature automated workflows, customizable templates, and integration with your existing systems. By leveraging technology tailored to your needs, you’ll create a smoother experience for both your team and your donors.

Amplify Your Fundraiser’s Impact With Gift Matching

Gift matching is a multiplier for achieving goals, engaging supporters, and forging meaningful connections with donors and businesses. By understanding what gift matching is and how it can help your fundraiser, you can unlock new levels of success that benefit your organization and the causes you support.

If you’ve yet to explore the potential of gift matching, now is the perfect time to take the leap. Start by educating your team and donors about the opportunity and leverage available tools to simplify and enhance the process. Each match brings you closer to your goals and leaves a lasting impact on your community.

Vertical Raise’s online donation platform makes it easy to raise money when you need it most. We work with a variety of school groups to support their fundraising initiatives, including youth cheer fundraisers, so you can easily amplify your reach. Our platform raises three times more money than traditional fundraising, so what are you waiting for? Get in touch today to elevate your program’s online fundraising to new heights.