Building a Nonprofit Matching Gift Strategy: Proven Steps

Did you know that each year, billions of matching gift dollars go unclaimed by nonprofits? While companies are ramping up their corporate social responsibility efforts, and employee matching gift programs are expanding in both number and generosity, many organizations are still missing this major revenue opportunity.

In today’s rapidly evolving fundraising landscape, building a matching gift strategy at your nonprofit is more than a smart move; it’s a necessity for securing untapped funds, engaging supporters, and demonstrating lasting impact.

In this guide, you’ll discover exactly how to unlock matching gift revenue. Here’s what we’ll cover:

• Assessing your matching gift potential and identifying your greatest opportunities
• Optimizing your donor data to ensure no match slips through the cracks
• Empowering and educating donors to engage and participate in matching gift programs
• Maximizing impact through technology and automation
• Measuring results and refining your approach for continual growth

By focusing on actionable steps, nonprofits can transform matching gifts from an afterthought into a core part of their fundraising approach. Let’s begin!

1. Assess and Map Your Matching Gift Potential

The first step in building a matching gift strategy at your nonprofit is to assess where your best opportunities lie. Strategic groundwork ensures you spend time and resources on efforts most likely to yield results.

Review Your Donor Base for Match Potential

Begin by analyzing your existing donor database. Your goal is to identify donors who are likely to be eligible for matching gifts.

• Export your recent donor records and fields related to employment, if available. Use a matching gift database to cross-check the employer names against known matching gift companies.
• If you don’t have employer data, add a field to donation forms or send a survey to current donors asking where they work and whether their employer offers a matching gift program.
• Organize the data to spotlight companies with the highest number of supporters in your base. Focus on these for your initial efforts.

This targeted review helps move your outreach from generic asks to focused, personal appeals. The clearer your understanding of your donor landscape, the easier it is to prioritize.

Map Company Policies and Requirements

Matching gift programs vary by employer. Pay attention to minimum gift amounts, match ratios, eligibility requirements, and deadlines. Here are a few best practices for doing so:

• Collect this information for your top employer matches and keep it in a shared document or your CRM.
• Update this list regularly, especially after conversations with donors or corporate entities.
• Create a quick-reference guide for your staff and volunteers who interact directly with donors.

Knowing company policies helps you deliver timely, accurate information to your supporters, increasing the likelihood of completed matches.

Set Clear, Measurable Goals

Define what success looks like for your organization. Without goals, it’s tough to tell if your efforts are paying off. Therefore, it’s important to establish KPIs, such as:

• The number of new match-eligible donors identified
• The completion rate of matching gift requests
• The total dollar amount matched through company programs within a specific timeframe

For the best results, use a dashboard, spreadsheet, or your CRM to track your findings. Regularly review the results and update your approach as needed. By articulating and tracking your progress toward your goals, you’ll keep your team focused and ensure your efforts directly support organizational growth.

Audit Your Existing Outreach Materials

Look closely at when and how you mention matching gifts in your current donor journey. Many nonprofits miss opportunities simply because information is buried or unclear. Try taking these steps:

• Review all donor touchpoints: online donation pages, acknowledgment letters, email receipts, and annual reports.
• Make a list of everything with a connection to giving, then mark how clearly and prominently the matching gift information appears within.
• Flag any materials that need improvement in regard to the matching gift strategy. Prioritize high-traffic touchpoints for your initial updates.

Real-World Example: Save the Children

Save the Children’s matching gift page is a perfect example of effective preparation. Their dedicated landing page features clear FAQs, a donor-friendly search tool, and step-by-step matching instructions to drive participation in the programs. Take a look at it below:

Interested in seeing more about how they did it? Check out the case study here.

2. Optimize Your Donor Data for Maximum Matching Gift Revenue

Accurate and complete donor data is the backbone of any successful matching gift strategy. Without it, matches slip through the cracks, outreach falls flat, and opportunities disappear.

Collect Employer Information at Every Opportunity

Every time you interact with donors, make it as easy as possible for them to provide employer information. Here are a few ways you can do so:

• Update all online donation and event registration forms to include fields for employer name and a question or checkbox about matching gifts.
• For in-person or phone donations, train staff and volunteers to ask the same questions and record the information directly in your CRM.
• Implement informational blurbs explaining that providing this info can help multiply their impact with no extra cost.

When donors understand how easy it is to double their gift, they are more likely to share their employer details, allowing your team to enhance their donor profiles overall.

Establish a Data Hygiene Routine

Donor information changes quickly. Keep your database clean and accurate to ensure you never miss a match.

• Schedule quarterly reviews to update employer data. Reach out to donors if you notice old or missing employer information.
• Work with vendors who can append or verify employment information to maximize your donor records.
• Document your data hygiene process and assign responsibilities so nothing falls through the cracks.

Up-to-date information supports precise, effective outreach. It also enables you to provide donors with accurate resources and timely follow-up. Talk about a win-win!

Segment Your Communications

Not all donors are the same. Tailoring your outreach based on employment, giving history, and engagement level increases the odds that supporters will follow through on their matching gift requests. Here’s how you can support these efforts:

• Use your CRM or matching gift platform to create segments such as: donors working at matching gift companies, new donors, repeat donors, and donors who began but did not complete a match.
• Craft targeted emails and mailings for each segment. For example, provide step-by-step instructions to new donors or send deadline reminders to those who haven’t submitted a match.
• Personalize subject lines, greetings, and calls to action based on employer data to boost response rates. Segmented communications tend to achieve far higher conversion rates than generic appeals, so it’s a good idea to take your time with personalized engagement.

Automate Data Collection and Follow-Up

Automation saves time and eliminates errors as your program grows. Consider the following practices to increase your organization’s automated operations:

• Use a CRM or matching gift platform to trigger automatic emails for incomplete employer fields, follow up with match-eligible donors, and remind donors of upcoming deadlines.
• Leverage systems that flag donors employed by top matching gift companies for prioritized attention or personalized outreach.

These tactics make life easier for your team while ensuring that donors have multiple reminders and resources to help them get started.

Example: Muscular Dystrophy Association

MDA’s use of segmented communications, such as on LinkedIn, motivates donors to inquire about matching gifts and encourages those whose companies don’t yet have a program to speak up. This approach directly increases program participation.

3. Engage and Educate Your Donors for Matching Gift Success

Even the most data-driven strategy will falter if donors aren’t motivated or informed about matching gifts. Your next goal is to seamlessly integrate matching gift education into every donor interaction, making participation simple and rewarding.

Make Matching Gift Messaging Unmissable

When it comes to matching gifts, high visibility is key. Donors should be reminded of matching gift opportunities at several points throughout their journey. Here are a few things you can do to help:

• Place matching gift prompts on all giving forms with clear, concise language, such as, “Did you know your gift could be doubled by your employer?”
• Add matching gift reminders to thank-you and acknowledgment emails. Include direct links to a matching gift search tool, such as those offered by leading matching gift databases.
• Update receipts, confirmation pages, and donor newsletters to reinforce the call to action and highlight the simplicity of submitting a matching gift request.

Use Storytelling and Social Proof

Personal stories illustrate the power of matching gifts and inspire donors to act.

• Share testimonials from donors whose gifts were matched and the impact it provided to your organization’s mission. If you don’t have these stories yet, ask supporters for feedback after their match is processed.
• Highlight donor impact in newsletters and annual reports. Show how matched gifts funded key projects or scholarships, or helped you reach a milestone.

Take inspiration from the University of Colorado Boulder, which promoted matching gifts with a news story spotlighting donors whose matched gifts directly benefited students. Stories do more than inform. They motivate action by drawing a direct line between a donor’s participation and real-world impact.

Provide Step-by-Step Guidance

Many donors are unfamiliar with their employer’s process for submitting a matching gift. Removing uncertainty increases the odds they’ll complete the match. Here’s what you can do to help with the process:

• Create a simple FAQ page on your website detailing the steps to request a matching gift. Link to key employer portals when possible, or use a matching gift search tool to provide detailed program insights in real time.
• Offer downloadable guides or checklists walking donors through the submission process.
• Consider short explainer videos for popular employers or quick overviews of matching gift basics.

Organizations like the American Cancer Society use both external educational videos for supporters and internal training videos to prepare staff, ensuring everyone is ready to answer questions and guide donors effectively.

Implement Proactive and Personal Follow-Up

Donors are busy. Sometimes a gentle, well-timed reminder is all it takes. Consider these tips and tricks:

• Use email automation to send follow-up reminders to donors who started, but didn’t complete, the matching gift process.
• Follow up within one week of their donation, then again before their company’s deadline. (if known).
• Be clear, specific, and supportive in your communications, reinforcing the positive impact of their matching gift.

Example: Boys Town’s Matching Monday

Boys Town’s “Matching Monday” campaign showcases a new matching gift company every week via email and social media. This recurring feature builds awareness and gently nudges supporters to ask about their own employer’s participation.

4. Leverage Technology and Tools to Supercharge Your Results

The right technology transforms a good matching gift strategy into a high-performing, scalable program. With efficient tools, automation, and integration, you can boost results without increasing staff workload.

Invest in Matching Gift Software and CRM Integration

A dedicated matching gift tool for nonprofits streamlines the process for both you and your supporters.

• Use platforms like Double the Donation to embed employer search widgets on your site and automate much of the donor experience.
• Choose software that integrates directly with your CRM and donation forms, allowing real-time data sharing and reducing manual work.
• Ensure your team is trained on all system features, from reporting to communication templates.

Analyze Results and Refine Processes

Successful programs are data-driven and adaptable. Regularly review your matching gift performance metrics to identify strengths and weaknesses.

For the best results, track not only the dollars matched and the number of match completions, but also the average processing time, donor drop-off rates, and bottlenecks in the process. Then, use this data to inform changes. For example, if you notice a pattern of donors starting but not finishing a request, revisit your educational materials or add support options (like a live chat). Regularly test your online forms, email nurture paths, and website CTAs to ensure they are clear, easy to use, and error-free.

5. Measure Success and Scale Your Matching Gift Program

For lasting success, treat your matching gift strategy as a living, evolving process. Continual measurement, feedback, and refinement will keep it effective and drive long-term growth.

Establish Regular Reporting

Routine tracking helps your organization see progress, identify bottlenecks, and celebrate results.

• Set a monthly or quarterly review schedule for key performance indicators, including match completions, dollars raised, average processing times, and donor engagement rates.
• Share your results not only with your team but with board members and key stakeholders. This reinforces the importance of matching gifts and secures buy-in for further investment.

Gather and Apply Donor Feedback

Donor insights help you understand where the process is confusing or time-consuming.

• After a match is processed, send a quick follow-up survey. Ask about the donor experience and what could be improved.
• Invite feedback via your website and in regular supporter communications.
• For staff, create easy channels for sharing observations or for reporting common donor questions.

By listening and adapting to supporter needs, your matching gift strategy becomes easier for donors to navigate and more effective over time.

Conduct A/B Testing and Continuous Improvement

Incremental improvements can lead to significant gains. Test different subject lines, email timing, landing page designs, and messaging to see which increases donor action. You can even experiment with new digital channels, such as texting or social media ads. Then, track performance and optimize accordingly.

Recognize and Celebrate Success

Recognition and celebration keep internal morale high and show supporters the impact of their participation. Try to:

• Publicly thank companies and donors who played a significant role in driving matching gift revenue.
• Share success stories in newsletters and annual reports to illustrate how matching gifts drive mission impact.
• Spotlight “champion” donors or staff members who modeled best practices in securing matches.

Curious about what others are doing already? Review what’s working at organizations similar to yours by reading case studies and speaking with industry peers.

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Conclusion

Building a matching gift strategy at your nonprofit isn’t just about increasing revenue. It’s an opportunity to maximize every dollar, deepen relationships with your supporters, and build a lasting culture of corporate partnership.

By mapping your opportunities, maintaining top-quality data, educating and empowering your donors, leveraging smart technology, and committing to ongoing measurement and improvement, you can transform matching gifts from a hidden extra into a reliable, growing source of funds.

Don’t let another year go by with revenue left on the table. Now is the time to revisit your approach, implement these practical strategies, and unlock the potential within your existing community.

Ready to take the next step? Explore Double the Donation’s guide on how to increase matching gift revenue for even more actionable ideas.