What are Matching Gifts?
Matching gifts are a type of corporate giving program that essentially double an employee’s initial donation to an eligible nonprofit organization.
The first matching gift program began in 1954. The GE Foundation created the Corporate Alumni Program that matched employee donations to schools and universities.
Since then, companies of all shapes and sizes have created matching gift programs to give back to nonprofits and encourage employee philanthropy.
This guide will take you through the basics of matching gifts and will show you how to get started with this extremely beneficial type of corporate giving.
Table of Contents
Matching Gift Basics
Benefits of Matching Gifts
How much companies give
MOST GIFTS ARE MATCHED ON A 1:1 RATIO
Matching gifts are usually made at a 1:1 ratio, meaning that the initial donation is simply doubled.
However, some companies will match at higher ratios, with some going as high as 4:1!
Additionally, corporations will institute different ratios for different employees. For example, part-time and full-time employees might be eligible for a 2:1 match while retirees or spouses of employees are eligible for a 1:1 match.
MOST MATCHING GIFTS ARE OVER $25
Companies usually set aside a certain amount of money per employee, per year for matching gifts.
Minimum match amounts can be as low as $1 but commonly are $25-$50.
Additionally, companies have different cap amounts for donation amounts. These caps can range from $1,000 to $100,000. Just like matching gift ratios, these cap amounts may vary for different types of employees or retirees.
Top Matching Gift Companies
Google will match donations ranging from $50 to $6,000 at a 1:1 ratio.
They also have a separate matching gift fund for donations made to disaster relief funds (also at a 1:1 ratio for donations ranging from $50 to $6,000).
Chevron will match employee’s donations to plenty of nonprofits at a 1:1 ratio.
Current employees can have donations ranging from $25 to $10,000 matched at a 1:1 ratio while retiree donations from $25 to $3,000 are matched at the same ratio.
American Express will match current employees’ donations ranging from $25 to $8,000 to most nonprofits at a 1:1 ratio.
However, employees who serve on a nonprofit board can have their donations matched at a 2:1 ratio.
General Electric (GE) will match employee and retiree contributions (as well as donations made by surviving spouses of eligible GE retirees) at a 1:1 ratio.
Donations ranging from $25 to $25,000 are eligible to be matched as long as they were made to a U.S. or U.K. nonprofit.
Getting Started with Matching Gifts
Promoting Matching Gifts
Donor engagement is at its highest during the donation process. A supporter is clearly willing to take time out of their day and money out of their pocket to support your organization.
This is the ideal time to promote matching gifts to your donors!
You can place matching gift information (or even a matching gift tool) directly on your donation form to encourage donors to look into potentially doubling their contribution right then and there.
It’s also a good idea to put a matching gift reminder on the confirmation page that appears directly after a donor submits a donation.
Your website is your nonprofit’s hub of information. Donors access your site and blog to learn more about current projects, volunteering opportunities, and different ways to give to your nonprofit.
Your website should give donors a window into the world of matching gifts!
If you have a “Ways to Give” page (and you should!), you can list matching gifts as one of the ways that donors can support your organization.
You can also create a dedicated page just about matching gifts.
You can also write about matching gifts on your nonprofit’s blog. Just make sure that you give donors plenty of matching gift information!
Many of your nonprofit’s donors are on one social media platform or another.
They’re tweeting, posting, liking, and pinning content and sharing it with their friends and family members.
Are you sharing matching gift content on these platforms, as well?
You should be!
Obviously, you shouldn’t be posting about matching gifts 24/7 (you’ll likely drive followers away with that strategy), but you can use social media to occasionally remind donors about matching gifts.
Make sure that you include a graphic (when applicable) and give donors a link out to more information about matching gifts.
Email is one of the most cost-effective communication tools out there.
You can easily get matching gift info to all or some of your donors and lead them to the appropriate forms, guidelines, and instructions.
All you have to do is mention matching gifts somewhere in your emails!
Just like you don’t want to constantly post about matching gifts on social media, your emails shouldn’t harp on matching gifts all the time.
Donors want to know about upcoming projects and events, too!
You should include matching gift information in your emails and link out to your dedicated matching gifts page as well.
Matching Gifts Submission Process
- Every company requires different amounts of information in order to accept a matching gift request.
- Most require proof that the donation was made (provided by the nonprofit) as well as proof of the nonprofit’s 501(c)(3) status (provided by the donor in the form of a tax ID number or EIN number).
- There are many variations on the matching gift submission process. For instance, some companies will only take electronic submissions while others accept paper forms.
- Information must be submitted by the nonprofit and the donor in a timely manner.
Matching Gift Tools
DOUBLE THE DONATION
Double the Donation offers nonprofits an easy-to-install matching gift plugin. The plugin can be placed anywhere on a nonprofit’s website, including the donation page and confirmation screen.
All a donor has to do is type in their employer’s name to access more information about the specific guidelines, deadlines, forms, and instructions for the matching gift program.
Double the Donation makes it easy for donors to learn more about matching gifts and guides them toward the resources they need to complete the matching gift process.
360MatchPro is a great tool for larger nonprofits that want to dig into their data and make the most out of matching gifts. 360MatchPro allows nonprofits to identify match-eligible donors based on a variety of factors.
Nonprofits that use 360MatchPro can conduct activities such as email domain screening, adding matching gift company name fields to donation forms, bulk screening, and email tracking.
360MatchPro is for nonprofits that want to hone their matching gift outreach and identification. With a suite of tracking and reporting tools, 360MatchPro is on top.
Prospect Research + Matching Gifts
Prospect research can help you in identifying your match-eligible donors.
Prospect screenings can reveal information such as past giving history, personal data, and employer information.
If you know that some of your donors work for companies with matching gift programs, you can more effectively target and segment your communications to those donors.
Matching Gift Metrics
1. TOTAL DONATIONS: In order to know how many matching gifts you’re receiving as part of the whole you have to know the total number of donations.
2. MATCH ELIGIBLE: You need to determine which donors are match eligible which can be determined if they indicated their employer or they used a company email address.
3. SUBMITTED: Determine how many donors have submitted matching gift requests to their employer.
4. VERIFIED: Your nonprofit needs to verify that it received the donation from the donor before your organization will be eligible to receive the matching gift.
5. RECEIVED: Track just how many matching gifts you received, the value of each of those gifts, which donors submitted those requests, and which companies the donations came from.
MAJOR GIFTS AND MAJOR GIFT OFFICERS: THE BASICS
Major gifts are a crucial component in helping to finance an organization’s capital campaign and in other fundraising efforts in general.
Discover more about major gifts and how you can successfully solicit them!
PROSPECT RESEARCH: THE ULTIMATE GUIDE
One of the most important tools nonprofits have at their disposal when designing successful capital campaigns is prospect research.
Brush up on everything there is to know about this valuable strategy with our newly-updated Prospect Research Ultimate Guide!
THE INSIDER’S GUIDE TO MAJOR GIFTS
Still feeling a little lost when it comes to all things major gifts? Don’t worry, Double the Donation has got you covered!
Take a look at their comprehensive insider’s guide to major gifts to get even more useful information and support!