Peer-to-peer fundraising is an increasingly popular nonprofit campaign strategy that enlists dedicated supporters to fundraise on behalf of an organization. Recently, Top Nonprofits conducted a study of the highest-earning P2P fundraising events—and the matching gift efforts they employ.
This matching gift research report analyzes 30 of the leading peer-focused fundraisers. Today, we want to take a deep dive into five of these organizations. And, specifically, see what other nonprofits can learn from their donation match fundraising strategies.
Let’s begin!
1. Light the Night Walk
Parent organization: Leukemia & Lymphoma Society
Matching gift software used: Double the Donation
Total annual fundraising revenue: $70,000,000
Matching gift score: 14/14
Light the Night Matching Gift Efforts Overview
The Leukemia & Lymphoma Society’s Light the Night Walk is one of the highest-grossing fundraising events each year. In 2021, the fundraiser ranked #3 in terms of overall fundraising revenue collected. Plus, it was one of only two organizations earning the maximum points on the Top Nonprofits’ matching gift scorecard.
That said, let’s explore the ways LLS has integrated matching gifts into its overall fundraising strategy using these key elements.
Matching Gift Web Page:
Donation Page [With Matching Gift Information]:
Confirmation Screen [With Matching Gift Information]:
Confirmation Email [With Matching Gift Information]:
Matching Gift Follow-Up Email:
What This Organization Did Well
The Leukemia and Lymphoma Society does a lot right in regard to matching gifts—especially when it comes to their flagship peer-to-peer event, Light the Night. Going through the donation process for this event, it’s easy to see that the organization has done a lot to seamlessly embed matching gifts throughout the entire experience.
In fact, LLS incorporated donation-matching in each of the locations highlighted by the Top Nonprofits analysis. This includes their matching gift web page, donation form, confirmation page, initial follow-up email, and dedicated matching gift email.
A few standout practices include consistent branding, an emphasis on matching gift impact and context behind the programs, and the usage of matching gift software to streamline their efforts and ensure things go smoothly from beginning to end.
Where They Could Improve
Considering Light the Night’s perfect score on the Top Nonprofits matching gift scale, our answer to “how can they improve?” is honestly, “not that much.”
However, we believe that there’s always room for improvement. In which case, we might recommend employing additional follow-ups for donors who have yet to complete the request process after the first matching gift email. (Keep in mind that the organization may already be doing this, though the study included only the first dedicated email for analysis.)
To really take things to the next level, the Light the Night Walk team might even explore a multi-channel approach with SMS messaging to reach more donors where they are!
2. Heart Walk
Parent organization: American Heart Association
Matching gift software used: Double the Donation
Total annual fundraising revenue: $97,616,588
Matching gift score: 12/14
Heart Walk Matching Gift Efforts Overview
The American Heart Association’s Heart Walk was the most successful peer-to-peer fundraising event of 2021. And it retained its spot at the top for 2022 as well!
Grossing nearly $100 million, Heart Walk also had one of the highest matching gift scores. This included the following essential foundations.
Matching Gift Web Page:
Donation Page [With Matching Gift Information]:
Confirmation Screen [With Matching Gift Information]:
Matching Gift Follow-Up Email:
What This Organization Did Well
American Heart Association did a lot right in its Heart Walk fundraising and matching gift efforts. The organization informed donors about matching gift opportunities at multiple steps throughout the process (i.e., donation page, confirmation screen, follow-ups, and more) and offered detailed information about how to get involved on their dedicated match page and donor communications.
An individual walking through the donation process would easily be able to enter their employment information in an auto-completing company search tool. And from there, they’d be provided with personalized insights into their matching gift eligibility and direct links to online submission forms and more.
Where They Could Improve
According to the Top Nonprofits report, Heart Walk was deducted points only for not mentioning matching gift opportunities in their initial confirmation email post-donation. Considering they incorporated matching gifts in just about every other location—including a separate matching gift email sent within minutes of the donor’s transaction—it’s likely not a huge loss.
In fact, some might argue that matching gifts are more likely to be overlooked in a confirmation email anyway. This is due to the fact that this correspondence is typically just scanned and discarded without requiring further action. But if the organization was looking for a way to elevate its strategy even further, it may decide to add a quick blurb about matching gift programs (and to keep an eye out for further information in a dedicated matching gift follow-up message) within its first thank-you email.
3. Great Strides
Parent organization: Cystic Fibrosis Foundation
Matching gift software used: Amply
Total annual fundraising revenue: $20,534,646
Matching gift score: 9/14
Great Strides Matching Gift Efforts Overview
Great Strides is a top fundraising event hosted by the Cystic Fibrosis Foundation each year. This cycling experience came in at #15 in terms of overall fundraising revenue and 13th for their matching gift strategy score.
Let’s take a look at the primary components of this organization’s matching gift efforts below.
Matching Gift Web Page:
Donation Page [With Matching Gift Information]:
Confirmation Screen [With Matching Gift Information]:
Confirmation Email [With Matching Gift Information]:
Matching Gift Follow-Up Email:
What This Organization Did Well
The Cystic Fibrosis Foundation has established a fairly comprehensive matching gift strategy, though the specific ways in which it was carried out left room for growth in a few key places.
On the positive, Great Strides incorporated matching gifts in a detailed matching gift page, as well as within their giving form, confirmation screens, and multiple follow-up emails.
Where They Could Improve
In order to drive an increasing number of donation matches to completion, we recommend that the Cystic Fibrosis Foundation utilizes more prominent and easy-to-pursue calls to action throughout their matching gift promotions.
For example, the suggested next step from their confirmation page (and confirmation email) is a simple, plain-text link to their matching gift page. While that may lead some donors to take the next steps, many others will ultimately skim the page and miss it altogether. To avoid this pitfall, the organization may consider embedding an eye-catching, user-friendly matching gift tool directly into their thank-you screen to maximize match conversions.
Another thing to note is that although the follow-up matching gift emails do incorporate elements of the organization’s branding, they are not sent from the Cystic Fibrosis Foundation’s own email domain. Instead, emails are sent from an address associated with the matching gift software provider. This can result in messaging being discarded as illegitimate or even ending up in an intended recipient’s spam folder.
4. Walk to Defeat ALS
Parent organization: ALS Association
Matching gift software used: Affinaquest’s HEPdata
Total annual fundraising revenue: $19,626,274
Matching gift score: 3/14
Walk to Defeat ALS Matching Gift Efforts Overview
Hosted by the ALS Association each year, Walk to Defeat ALS is a top fundraising walk that falls at #17 on the P2P Top 30 list. Regarding its matching gift strategy ranking, however, the organization comes in at #28 out of 30 included organizations.
However, Walk to Defeat ALS did incorporate matching gifts in a few key locations, which include the following.
Matching Gift Web Page:
Confirmation Screen [With Matching Gift Information]:
What This Organization Did Well
Walk to Defeat ALS included matching gifts in two key locations: their dedicated match page and gift confirmation screen. The organization offered a solid explanation of matching gifts—and the overarching benefits of the programs—on their match page, imploring donors to get involved to increase their impact.
Where They Could Improve
Of all the organizations included in the matching gift analysis project, the ALS Association has one of the most limited matching gift strategies that we’ve seen. While they did utilize an embedded search tool in both their match page and confirmation screen, it was noted in the report to be a bit limited in functionality and user-friendliness compared to the solution used by many of the other events.
It’s also worth highlighting that the organization’s matching gift page was not hosted on its own website but rather opened in a new tab from a third-party domain. This essentially brings the user off the organization’s site and opens up potential disruption, navigation, and accessibility challenges.
5. Extra Life
Parent organization: Children’s Miracle Network Hospitals
Matching gift software used: Unknown
Total annual fundraising revenue: $15,034,264
Matching gift score: 4/14
Extra Life Matching Gift Efforts Overview
Extra Life, a program of Children’s Miracle Network Hospitals, fell at #21 out of the top 30 for overall funding. In terms of matching gift efforts, the series of gaming events ranks 24th on the Top Nonprofits scale.
Here’s how this fundraising program leveraged matching gifts in its strategy.
Donation Page [With Matching Gift Information]:
Confirmation Screen [With Matching Gift Information]:
Confirmation Email [With Matching Gift Information]:
What This Organization Did Well
Extra Life took multiple opportunities to promote matching gifts to their supporters, as can be seen in their donation form, confirmation page, and donation receipt email. The team collects employment data in an optional field within the event’s donation page, which can go a long way in providing helpful insights on match-eligible donations. It also allows for more personalized outreach instances with company-specific program details (though it looks as if the post-donation promotions were not customized as such).
Where They Could Improve
An easy step for Extra Life here—that would go a particularly long way in improving their overall matching gift efforts—would be to invest in a dedicated matching gift software. The research report indicates that Extra Life was only one of two fundraising events not seemingly backed by a matching gift solution (the other of which was also a program of the Children’s Miracle Network Hospitals).
The results from the study imply that there is significant room for growth in their strategy, and the right technology would make doing so a breeze. Specifically, we recommend implementing personalized communications that guide donors through their companies’ matching gift processes (i.e., direct links to online submission forms and eligibility criteria) rather than placing the brunt of the research and effort on the donors themselves (asking individuals to contact their HR departments to find out how they can participate).
Next Steps
Our exploration of matching gift efforts at the top peer-to-peer-based nonprofits has revealed some exciting opportunities. Organizations looking to further improve their fundraising outcomes can do so by implementing these practices. And moving forward, we recommend that all fundraisers learn from the growth opportunities highlighted as well.
A combination of strategic planning, targeted outreach, and smart technology investments can produce big results for your organization. And in the end, it’s your mission that benefits from increased funding and amplified impact.
Read the Top Nonprofits study now: Matching Gift Research Report | Digital Strategy Analysis of the P2P Fundraising Top 30
