Leveraging Matching Gifts to Maximise Fundraising Impact
Leveraging Matching Gifts to Maximise Fundraising Impact
Charitable fundraising is evolving, with donors and organisations constantly seeking innovative ways to maximise impact. Highlighted among these strategies is the concept of matching gifts. Matching gifts not only amplify contributions but also foster deeper donor engagement.
But what exactly are matching gifts? How can your organisation leverage them effectively to make a more significant difference? This blog breaks it down, showcasing their importance, benefits, and actionable strategies.
What Are Matching Gifts?
At its core, matching gifts involve a simple yet powerful principle. Many companies offer programs that match charitable donations made by their employees. Essentially, if an employee contributes a certain amount to a nonprofit organisation, the employer matches that donation, effectively doubling (or sometimes even tripling) the contribution.
Here’s how it works:
• A donor contributes to a nonprofit.
• If eligible, they submit a matching gift request.
•The employer verifies the donation with the nonprofit.
• The matching amount is then donated to the same nonprofit.
Tech corporations, retail giants, and financial firms often have such programs as part of their corporate social responsibility (CSR) policies. Google, Microsoft, and Johnson & Johnson are notable examples of businesses with robust matching gift schemes.
The Benefits Of Matching Gifts
Matching gifts offer distinct advantages for both donors and nonprofits, making it a win-win situation.
For Donors
• Amplify Their Impact – Matching gifts allow donors to see their contributions go further. What starts as a £100 donation can quickly become £200, creating a tangible sense of achievement in supporting a cause.
• Foster Deeper Engagement – Knowing their donations are maximised enhances a donor’s personal connection with an organisation. They’re likely to feel more appreciated and involved.
• Tax Benefits – Many companies offering matching gifts provide these programs tax-free, which benefits employees by potentially offering additional financial incentives.
For Nonprofits
• Boost Fundraising Totals – Matching gifts can significantly enhance fundraising outcomes without requiring nonprofits to directly request additional funds from individual donors.
• Strengthen Donor Relationships – Donors feel valued when nonprofits inform them and assist them with matching gift opportunities, leading to long-term relationships.
• Broaden Corporate Partnerships – Collaborating with businesses offering matching programs can open doors for ongoing corporate sponsorships or partnerships.
• Enhance Campaign Credibility – Campaigns tied to matching gifts often appear more trustworthy to donors, as they’re associated with reputable companies supporting your nonprofit mission.
How To Promote Matching Gifts
Despite the high potential of matching gifts, many organisations fail to maximise their impact simply because donors are unaware of the opportunity. Promoting matching gift opportunities effectively can make all the difference.
1. Educate Donors
Start by informing your audience about matching gifts. Add descriptions of these programmes to your website, social media, newsletters, and fundraising materials. Use attention-grabbing statements like, “Double your impact today with matching gifts!”
2. Add a Matching Gift Tool to Your Website
Platforms like Double the Donation make adding an interactive matching gift search database to your website simple. This allows donors to check instantly whether their employer offers eligible programs.
3. Communication is Key
Utilise automated email follow-ups or thank-you notes to highlight matching gifts post-donation. For example:
- After donating: “Did you know your employer may match your contribution? Check here!”
- Follow-ups: Periodically remind past donors about the programme.
4. Partner with Companies
Reach out to local companies offering matching gift initiatives. They’re often driven to publicise their CSR efforts, so collaboration is usually mutually beneficial. Consider co-hosting events or creating tailored thank-you campaigns to acknowledge their contributions.
5. Celebrate Successful Matches
When a matching gift programme results in successful funding, publicise the success! Share updates on social platforms or newsletters, stating how matching gifts helped achieve a goal. This motivates other donors to participate in future campaigns.
6. Match Challenges
Creating a specific campaign dedicated to matching gifts can create urgency. For example, announce that every £1 donated will be matched for December. This can foster healthy donor competition and maximise contributions.
Amplifying Fundraising Through Matching Gifts
Matching gifts represent an essential yet often underutilised tool in the non-profit world. Organisations can unlock significant potential by educating donors, building partnerships, and promoting matching opportunities effectively. From boosting campaign visibility to doubling contributions, the benefits are as impactful as achievable.
Contact GoodtoGive For Gift Aid Management
If you’re a faith-based charity or church looking to maximise your donations, contact our experts at GoodtoGive today! We provide bespoke solutions that help your charity save time and money and increase efficiency in day-to-day operations.
To learn more about our gift aid management service, contact a team member on 020 7731 2041 or send us an enquiry here.
Have any questions?
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