A matching gift program is an opportunity for an organization to receive twice as many contributions. It’s why a well-thought-out strategy will ensure donors are aware of the program and how their gift will go twice as far.
Promoting matching gifts by utilizing direct mail, email, and social media is highly impactful. “How to Create a Matching Gift Strategy – Tools & Tips” will provide proven strategies that will increase revenue for your organization.
What are Matching Gifts?
Matching gifts are specified funds from a corporation, foundation, or major giver which are matched, based upon the amount of new funds raised, within a defined time-frame.
For example, XYZ Foundation offers your organization a $75,000 grant providing you raise $75,000 in new dollars by May 15th.
The result, the potential to double or in some instances, even triple the initial amount donated.
How to Create a Matching Gift Strategy
What Every Matching Gift Program Must Convey
Every matching gift fundraising appeal, social post, and email should convey three important points. A deadline, a sense of urgency, and a statement saying that the donor’s gift will go twice as far.
Donors will be motivated by thinking, “If I donate now, I’ll be giving double or triple the amount. If I wait past the deadline, my gift will only be worth half or a third of what it could be.”
Major Gifts Best Practices
- Provide a deadline letting the donor know the opportunity for their gift to be matched two for one is only for a limited time.
- Emphasize how the donation will go twice as far, providing incentive for them to make a larger impact than they would have otherwise.
- Lending a sense of urgency to the appeal, especially on the outer envelope, encourages them to donate now.
Done correctly, a matching gift program provides as great incentive to increase the amount of donations your organization receives. This article
How to Use Direct Mail for Matching Gifts
Inspire donors with effective fundraising strategies incorporating direct mail, email, and, social media.
A direct mail appeal is the most effective way to fundraise for a matching gift. Creating a special appeal entirely around this opportunity, invites the donor to be a part of something special.
Include letter copy with a deadline, give donors a sense of urgency, and include statements about how their gift will go twice as far as discussed above. Be sure to include copy about what the donor’s gift will accomplish, and provide information about where the matching gift came from.
Write about a problem you need their help solving, ask them to solve the problem (which is solved by their donation so ask them to give), and tell an emotional impact story about those helped from the cause your organization represents. This means writing about how, for example, puppies will thrive in loving homes, what empowerment means to the veterans, the emotional impact of hungry families thriving with full bellies. For more information, “Copywriting Strategies for Fundraisers- Tools & Tips” provides valuable information about responsive fundraising copywriting.
How to Utilize Email for Matching Gifts
An email series is a cost-effective way to fundraise. A series of six or more emails will get the message out without being too intrusive. Convey the three important points discussed above: Deadline, sense of urgency, and a statement emphasizing the donor’s gift will go twice as far. When you send your second or third email out, omit those donors who gave to prior email appeals in the series.
Use Social Media for Matching Gifts
Utilizing Twitter and Facebook are quick and cost-effective ways to reach those donors who prefer to donate online. Plan and schedule posts in advance. Encourage retweets and shares. Read How to Build Effective Social Media Campaigns for more valuable information.
Bonus: Include Matching Gift Information in a Newsletter
If you have a newsletter going out around the same time as the matching gift, by all means, include a page providing important information about the program. Include a story about a need your organization has and how the donor’s gift will impact that need. Utilize engaging photos and captions. Include a deadline, a sense of urgency and copy about how their donation will go twice as far. Don’t forget to include a reply envelope for the donor’s gift.
TIP: Don’t Use Buck Slips to Promote Matching Gifts
I don’t recommend utilizing a buck slip to promote matching gifts. It’s just not an effective way to motivate donors to give. The main problem with buck slips is they feel like an afterthought. A matching gift is a significant opportunity that warrants serious attention. If you don’t treat it as a special opportunity, your donors won’t either.
Matching gift programs are unique opportunities for any organization to raise much-needed funds. Take the time to fundraise effectively by using these strategies. They will help increase much-needed donations and create awareness for your cause.
Contact us for a complimentary 30-minute review of your matching gift program.
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Write Choice Marketing-Helping nonprofits raise donations through compelling copy, engaging content, and donor responsive strategies that get results. We offer creative, cost-effective fundraising and marketing solutions.