Did you know that every year, nonprofits leave up to $7 billion in potential funding on the table? This isn’t because donors don’t care. Instead, it’s the result of simple, often invisible mistakes in their matching gift programs.
Many teams assume their matching gift approach is “good enough.” But the reality is stark. Many organizations unintentionally frustrate donors, overlook powerful tools, and fail to track results. As a result, too many gifts go unmatched, and significant revenue never reaches your mission.
In other words, making common matching gift mistakes can quietly limit your results, costing your organization money each month.
That said, optimizing your program is more crucial now than ever. Donors expect transparency and impact. Corporations are eager to partner with nonprofits that can demonstrate a proven fundraising process. Even if you think your matching gift strategy is solid, chances are you’re missing out on thousands of dollars simply because of minor, avoidable errors.
In this post, we’ll break down the most common matching gift mistakes to avoid at your nonprofit and, more importantly, show you exactly how to fix each one. Here’s what you’ll discover as you read:
- How to stop relying on donors to do the work and make matching gifts part of your routine process.
- When and how to educate and remind donors for maximum participation.
- Why up-to-date matching gift information is a must and how to keep your resources current.
- The best ways to grow and leverage corporate partnerships for consistent results.
- How to use tracking and metrics to ensure you’re not missing hidden opportunities.
If you’ve ever felt overwhelmed by changing guidelines or unsure of what to try next, this guide is for you. By the end, you’ll have a clear roadmap to ensure your organization never leaves matching gift money on the table again.
Mistake #1: Relying on Donors to Self-Initiate the Process
One of the most costly matching gift mistakes to avoid at your nonprofit is the assumption that donors will take the initiative, find out if they’re eligible, and complete the matching process without support. While donors are generous, expecting them to do all the heavy lifting on their own is often unrealistic. In fact, most are unfamiliar with their employer’s matching gift policy, and many will not act unless prompted with clear, actionable steps.
Therefore, we recommend:
Making Matching Gifts Visible at Every Donor Touchpoint
- Place a matching gift search tool directly on your donation page using a solution like a matching gift database. Ensure it’s unmistakable.
- Include a prominent call to action in your donation confirmation messages and thank-you emails. Phrases like “You may be able to double your donation!” work well.
- Schedule periodic posts or highlights on your social media platforms that explain how and why to participate in matching gift programs.
Integrating Matching Gift Tools into Your Donation Process
- Add a company search widget to your online donation form to make it easy for donors to find their employer’s rules.
- Automate follow-up emails to donors who appear match-eligible, reminding them to submit a request before it’s too late.
- Make instructions for common employers accessible and straightforward, so donors are never left guessing.
Offering Timely, Personalized Support
- Train a staff member or volunteer to be an “Employer Matching Gift Specialist.” Make it easy for donors to reach out with questions.
- Create and link to a comprehensive FAQ on your website with step-by-step matching instructions for the top employers among your donor pool.
- Offer direct assistance via phone or email for donors in the process of submitting a matching gift request.
Using Social Proof to Motivate Participation
- Spotlight real donors who have completed a match, showcasing their experience to inspire others.
By taking ownership of the process and offering proactive support, you turn matching gifts from an afterthought into an integral, effortless part of the giving process. This increases participation and significantly reduces missed opportunities.
Mistake #2: Failing to Educate and Remind Your Donors
Another common matching gift mistake to avoid at your nonprofit is assuming that donors naturally know about their eligibility, the steps required, or the impact of their matched gifts. The truth is, even your most loyal supporters often underestimate how easy it is to match gifts and how significant they are to your mission.
Regular donor education, repeated in the right places and at the correct times, is the key to unlocking far more participation.
Build Matching Gift Education into Your Outreach Calendar
- Plan recurring matching gift awareness campaigns throughout the year. For example, coordinate with national giving days, year-end campaigns, or your own themed “Matching Gift Month.”
- Use newsletters, annual reports, and campaign updates to keep matching gifts top of mind for your supporters.
- Partner with company HR departments to host educational webinars or virtual lunch-and-learns highlighting how matching gifts work.
Weave Matching Gift Messaging into All Donor Communications
- Include matching gift information in your solicitation emails and physical mailings, not just in receipt messages.
- Add a matching gift call to action alongside stories of impact in your newsletters.
- Frequently update your website’s “Ways to Give” section to include matching gifts and link directly to tools and instructions.
Use Storytelling to Make Matching Gifts Relatable
- Feature short stories or quotes from supporters who completed a matching gift, showing the ease and results.
- Highlight the tangible impact that matching gifts have had on your programs.
Provide Clear, Step-by-Step Guidance
- Share concise guides for the most common companies in your donor pool.
- Offer a downloadable matching gift checklist that walks supporters through each step along the way.
With continuous education, storytelling, and clear guidance, you empower donors to take action confidently. They’ll feel supported, not pressured, and be more likely to complete the process.
Mistake #3: Incomplete or Outdated Matching Gift Information
Matching gift programs are constantly evolving. Employers frequently revise their eligibility criteria, timelines, and online platforms. If your nonprofit relies on outdated PDF charts or updates its website sporadically, donors will encounter conflicting details and confusion, leading to missed matches. Therefore, keeping your matching gift data accurate and easy to access is a must.
Here’s what we recommend:
Schedule Regular Updates to Your Matching Gift Resources
- Assign responsibility to a specific staff member or volunteer to review and update your matching gift information every six months, if not quarterly.
- Use a modern matching gift database (like Double the Donation) that automatically distills and refreshes employer data for you.
Create a Centralized, Easily Navigable Resource Hub
- Build a central location on your site dedicated to matching gifts, such as a specific matching gift web page, including step-by-step how-tos, company policies, forms, links, and support contacts.
- Embed a matching gift search tool in this resource hub, making it quick and easy for supporters to look up their eligibility for matching gifts.
Train Internal Staff and Volunteers on Matching Gift Processes
- Hold quarterly trainings to review standard employer policies, recent updates, and the location of your internal knowledge resources.
- Include matching gift information in new employee onboarding to ensure that fresh team members are up to speed on all things matching gifts.
Highlight and Fix Information Gaps Quickly
- Implement a feedback loop, such as a quick survey or a prompt on your matching gift pages, that invites donors to let you know if anything is unclear.
- Provide contact information for a team member at your nonprofit who is well-versed in matching gifts and prepared to answer any donor questions that may arise.
All in all, having up-to-date, easily accessible information eliminates friction for your donors and ensures your matching gift program remains robust as policies change.
Mistake #4: Overlooking Corporate Partnership Opportunities
Many nonprofits focus solely on donor-driven matching gifts, missing valuable strategic relationships with local or national employers. By proactively building corporate partnerships, however, you not only capture more matches but also unlock new sponsorship, grant, and volunteer opportunities.
Identify and Prioritize High-Impact Employers Within Your Donor Base
- Seek patterns in employer names using tools like donor employment data. For example, determine which companies employ a sizable portion of your donor base. By analyzing these patterns, you can pinpoint key employers to target for partnership opportunities.
- Once you identify these companies, reach out to their corporate giving or HR departments to discuss the potential for formal partnerships. You may even want to involve an existing donor from the company to make the introduction and lend credibility to your approach.
Develop Tailored Corporate Engagement Proposals
- Co-Host Campaigns: Approach corporations with tailored proposals to co-host campaigns that encourage employees to participate in matching gift programs. Highlight how these campaigns can increase employee engagement while benefiting your nonprofit.
- Propose Co-Branded Volunteer Days: Suggest co-branded volunteer opportunities for employees to give back to the community. These initiatives allow companies to showcase their social responsibility while boosting the nonprofit’s visibility and donor base.
- Social Media Spotlights: Offer companies the opportunity to be spotlighted on your nonprofit’s social media platforms for their support. Public recognition can motivate further involvement from both employees and other corporations.
- Sponsored Impact Reports: Collaborate with corporate partners to create sponsored impact reports that highlight the positive outcomes of matching gifts, volunteer days, and other corporate-supported programs. These reports can be shared internally within companies to inspire further participation.
- Offer Exclusive Recognition: Propose tailored recognition opportunities such as branded plaques, special mentions in newsletters, or exclusive events for companies that support matching gifts. This recognition adds value to the partnership and incentivizes long-term involvement.
Support Corporate Communications With Ready-to-Use Resources
- Provide Marketing Materials: Equip your corporate partners with branded marketing resources, such as email templates, flyers, and web banners, that can be easily shared internally with employees. This makes it easier for companies to promote matching gifts within their workforce.
- Create Internal Giving Campaign Kits: Develop comprehensive kits that include everything companies need to launch their own matching gift initiatives. This could include detailed instructions, FAQs, and templates for internal communications, ensuring a smooth process for their HR teams.
- Offer Training and Education: Organize informational webinars or lunch-and-learns to educate corporate partners’ employees about the matching gift process. Provide step-by-step guidance on how employees can easily make their gifts go further.
- Create Customizable Content: Provide branded content that companies can use for internal newsletters, intranet pages, or bulletin boards. This empowers them to promote matching gifts without additional effort on their part.
Nurture Long-Term Corporate Relationships
- Set Up Recurring Touchpoints: Establish regular check-ins with your top corporate partners. Discuss progress, successes, and new opportunities for collaboration. Regular communication helps maintain momentum and keeps your partnership strong over time.
- Share Impact Reports Regularly: Keep your corporate partners updated on the direct impact of their matching gift programs. Use data to show the measurable difference their involvement has made in your mission.
- Foster Mutual Benefits: Ensure that the partnership provides benefits to both parties. Beyond the financial contributions, make sure employees and businesses see the value in their involvement, whether it’s through team-building opportunities, recognition, or brand alignment with your cause.
- Create Long-Term Engagement Plans: Develop strategic plans with your corporate partners that extend beyond immediate fundraising efforts. Encourage ongoing participation by aligning your nonprofit’s long-term initiatives with its corporate social responsibility (CSR) goals.
By proactively building and nurturing corporate partnerships, you unlock new growth opportunities and deepen your connections with businesses. This not only boosts your matching gift program but also creates a more sustainable, mutually beneficial partnership that contributes to your nonprofit’s long-term success.
Mistake #5: Neglecting to Track and Measure Your Impact
Without precise tracking and metrics, it’s impossible to know which strategies succeed, where donors fall off, or how much revenue goes unclaimed. Tracking and measurement are vital to ensuring your matching gift program runs efficiently and generates maximum impact. When done correctly, thorough tracking transforms your matching gift program from guesswork into a strategic, revenue-driving initiative.
Implement Systematic Tracking in Your Donor Management Platform
To ensure no matching gift is missed, it’s critical to track the progress of every donation and matching gift request. This process starts by integrating systematic tracking within your donor management platform:
- Custom Fields or Tags: Set up custom fields or tags in your CRM to note whether a donor’s employer offers matching gifts. You can also track whether they’ve submitted a request and whether the match has been successfully received. These fields help ensure that no donor’s matching gift request goes unnoticed and allow you to track the success rate of matching gift submissions over time.
- Automated Tracking: Use your donor management platform to automate key aspects of matching gift tracking. This can include logging donations that are eligible for matching, automatically tagging donors based on their employer, and triggering reminders for your team to follow up on unmatched requests.
- Real-Time Updates: Use systems that let you track matching gift status in real time. By having a live feed of your matching gifts status, your team can quickly take action when needed and follow up with donors or employers who have not yet completed the match process.
With these systems in place, tracking matching gifts becomes part of your routine, not something to manage manually or intermittently.
Define and Monitor SMART Goals and Key Performance Indicators
To ensure your matching gift program is effective, it’s essential to set clear goals and regularly monitor performance. Without measurable targets, it’s difficult to gauge success or identify areas for improvement. SMART goals (or those that are Specific, Measurable, Achievable, Relevant, and Time-bound) are the best way to ensure your matching gift efforts remain focused and impactful.
- Percentage of Donors Who Submit Matching Requests: Monitor how many donors submit matching gift requests compared to how many are eligible. A high percentage of requests submitted indicates that your program is well-integrated and that donors are aware of the matching gift opportunities.
- Total Matching Gift Revenue: Track how much revenue is raised through matching gifts. This metric helps you gauge the overall effectiveness of your efforts and gives you insight into the total additional revenue being generated.
- Conversion Rate: Measure the ratio between match-eligible gifts and those that are actually matched. This ratio will give you a clear picture of how many of your eligible donations are being matched and how much potential revenue may be left unclaimed.
- Matching Gift Submission Timeliness: Track the time it takes for donors to submit their matching gift requests and for companies to process them. If this process is delayed, you might need to simplify the steps or provide additional reminders to speed things up.
By setting and monitoring these KPIs, you can ensure your program is always moving toward its goals and that any gaps are quickly identified and addressed.
Share Results to Foster Accountability and Transparency
Accountability and transparency are crucial for fostering engagement from your team, your board, and even your donors. Regularly reporting on the results of your matching gift program not only keeps everyone informed but also reinforces its importance.
- Regular Reporting: Make it a habit to provide updates on the status of matching gift revenue. Share these results with your internal team, the board, and even donors. Regular updates will keep your team motivated and focused on achieving better results.
- Use Visuals, Charts, and Stories: Data alone may not always capture attention, so present results in an engaging way. Use charts, graphs, and infographics to make the data visually appealing. Share success stories from donors who were able to double their contributions with matching gifts, showing the direct impact matching gifts have on your nonprofit’s mission.
- Annual or Quarterly Impact Reports: Consider including matching gift performance in your annual or quarterly fundraising impact report. This highlights not only the total amount of matching gifts raised but also the broader benefits these programs offer to the organization and the community.
By making matching gifts a visible part of your reporting, you help internal stakeholders understand the program’s value and encourage continued support for matching gift efforts.
Use Data to Improve Your Process Continuously
To keep your matching gift program evolving and improving, it’s crucial to use data-driven insights. The more you track, the more you learn about your donors’ behaviors and the effectiveness of your strategies.
- Identify Where Donors Drop Off: Tracking donor behavior lets you pinpoint when and where donors abandon the matching gift process. Perhaps they drop off after receiving the initial donation receipt, or fail to submit the matching request due to confusion about the instructions. Identifying these drop-off points can help you refine your process and remove any barriers to donor participation.
- Experiment with Solutions: Once you identify where donors are struggling, experiment with different solutions. For example, try sending more personalized reminder emails or offering incentives for donors who complete the matching gift process. Analyze how these changes affect participation rates and adjust accordingly.
- Test New Messaging: Use your tracking data to test different messaging strategies. For example, you could experiment with email subject lines or adjust the placement of matching gift information on your donation forms. The key is to find out what resonates best with your donors.
- Solicit Feedback from Donors: Consider sending a short survey or prompt to donors who complete the matching gift process. Ask for feedback on their experience, what worked well, and where they encountered difficulties. This information can be invaluable for improving your process.
- Track Donor Engagement Over Time: Monitor how often donors engage with your matching gift messaging and how it correlates with participation. Regular engagement with matching gift reminders can lead to higher conversion rates. Tracking this engagement helps you refine your timing and messaging strategy.
By continuously gathering and analyzing data, you can create a more streamlined and effective matching gift process that improves over time and consistently drives higher results.
Conclusion
Maximizing matching gifts doesn’t happen by accident. By addressing the most pressing matching gift mistakes to avoid at your nonprofit, you unlock a powerful source of revenue that supports your mission without putting more strain on your donors or staff.
Start by taking control of the process, promoting matching gifts at every opportunity, and offering real personalized support. Then, commit to ongoing donor education that empowers supporters with clear stories and instructions. Keep your information up to date and your resources centralized and easy to find, so donors never face avoidable obstacles. Proactively build corporate partnerships for sustainable matching gift growth, and always measure your outcomes so you can make innovative, data-driven improvements.
Ready to put these strategies into practice? Begin by reviewing your own matching gift process, identifying key areas for improvement, sharing this article with your team, and exploring resources, such as best practices for marketing matching gifts during the donation process.
Each step you take will increase your impact and bring you closer to unlocking every dollar your community wants to give.