By: Adam Weinger, President, Double the Donation
Employer gift matching programs are an important part of Corporate Social Responsibility (CSR). CSR is a great way for companies to support social good organizations in their community and it creates a valuable source of revenue for nonprofit organizations. Employer gift matching programs allow your donors to double (or even triple) their donation without going back into their own wallets.
Over 18 million individuals are employed by companies that offer gift matching programs, but the majority of people don’t even realize that their donation might qualify for a matching gift from their employer. This donor awareness gap leaves organizations with a lot of untapped revenue potential — four to seven billion dollars in untapped revenue potential to be exact!
Taking advantage of a matching gift program can save your organization time and resources. By encouraging donors to check their match eligibility and complete the match process, your organization can raise more without spending any more time soliciting donations.
All of this extra support means your nonprofit can better serve your constituents and your community.
Employer gift matching programs allow your donors to double (or even triple) their donation without going back into their own wallets.
Gift Matching Best Practices
There are some important things to keep in mind when it comes to utilizing corporate gift matching. Implementing these suggestions can make it that much easier for your organization to get started with matching gifts and increase your revenue.
1. Grow Your Knowledge
You’ll want to familiarize yourself with CSR and employer matching gift programs in order to effectively take advantage of this revenue source. Understanding matching gifts and the associated processes will be extremely beneficial as you plan outreach and attempt to standardize your process. Corporate gift matching can mean more than just monetary support for your organization, it can create a community of individuals that want to see your organization thrive.
2. Spread the Word
Make sure you’re promoting matching gifts wherever possible! The biggest barrier to collecting matching gifts is lack of donor awareness, so spread the word in whatever way you can. Create a dedicated matching gifts page or add a matching gifts section to your existing “Ways to Give” page to increase the number of donor touchpoints. These pages ensure that your donors are met with a reliable source of matching gift information.
Plus, incorporating matching gifts directly on your website can turn website visitors into active donors — 84% of individuals say they are more likely to donate if a match is offered. A dedicated matching gifts page also provides your organization the perfect placement for your EIN, making the matching gifts process even easier for your donors and increasing the likelihood of a match submission.
When donors complete the gift matching process, your organization can collect valuable information to help grow your donor relationships.
3. Utilize Donor Data
When donors complete the gift matching process, your organization can collect valuable information to help grow your donor relationships. Understanding where your donors work can allow you to effectively craft outreach strategies to maximize donations. Identifying commonalities among your donor base could lead to potential corporate sponsorships and stronger community relations.
4. Express Gratitude
Remember to always thank your donors when they submit a matching gift request. A donor who has completed the gift matching process has gone the extra mile for your organization and it’s important to ensure they feel appreciated.
5. Use an Automation Tool
With all of the revenue potential available, getting started with matching gifts can seem daunting. However, utilizing a gift matching automation platform makes it simple for your organization to take advantage of corporate gift matching. In fact, leveraging a gift matching automation tool can double or even triple your organization’s gift matching revenue.
Learn more about how to streamline your workplace giving with Philanthropy Cloud, and join our upcoming webinar to learn more about jumpstarting end-of-year giving with matching gifts.
Dive deeper with educational resources by taking this Salesforce Trail on how to identify and track gift-matching organizations and make donations eligible for matching gives.
About the Author
President, Double the Donation