[GUEST POST] 3 Ways to Get More Donations Matched with Matching Gift Automation
Looking to boost funds at your organization through an alternative revenue stream? Adding matching gifts to your fundraising strategy can be a great avenue to boost funds without asking donors to reach back into their wallets. While implementing a new fundraising strategy can sometimes create additional strain on resources or time for nonprofit fundraising teams, utilizing matching gift automation software can not only simplify the process for your organization’s team, but streamline the giving experience for the donor as well.
Corporate matching gift programs are widespread — over 18 million individuals work for companies with matching gift programs — and yet an estimated $4-7 billion in matching gift revenue goes unclaimed each year. That’s money set aside for organizations just like yours, so where is the disconnect?
While these programs are quite ubiquitous, 78% of match eligible donors have no idea if their employer offers a matching gift program. The issue comes down to donor awareness. Luckily, with the right tools, this is an issue that can be solved with ease.
This article will cover 3 ways automating the matching gift process can make it easier for both you and your donors to get more gifts matched.
Optimize matching gift results with a streamlined donation process and guided next steps
The most valuable time you can inform donors of their eligibility for a matching gift program is during the donation process itself — when they feel most connected to your cause. Adding an automated search tool to online donation forms that donors can use to check their eligibility is one of the most effective matching gift strategies.
As a best practice, we recommend including a brief line that lets a donor know the value of the match — 1 in 3 donors indicate they will donate more if they know their gift will be matched. Because submitting that donation is the most important step, the best place to outline guided next steps for donors to get their gifts matched is on confirmation pages or in follow-up emails.
Drive more gift matches with tech-savvy email outreach
Following up with donors is an essential step in the matching gift process, so make sure you have a smart strategy in place for reaching out to donors who have just given a gift. If your matching gift automation software has the functionality to process data gathered in your donation form and automate email streams, then your team can configure email outreach to ensure no match goes missed.
Automating targeted outreach emails to donors who may be match eligible but have not submitted a matching gift request to their company can be guided to do so again if direct links are included to their employer’s matching gift request forms. For donors whose employer may still be unknown, make sure you’re reaching out and asking them to identify their employer. They may be eligible to get their gift matched too!.
Not to mention that email communications mentioning matching gifts have a 53% open rate, which is two to three times higher than the average nonprofit email open rate — this means mentioning matching gifts in your communications can create a meaningful boost in your organization’s audience reach.
Use a data-driven strategy to maximize matching gift revenue
Managing donor data and tracking the matching gift submission process is essential to driving home results. The right matching gift software can help your organization track:
- Employer and match eligibility status
- The matching gift submission process for donors
- Email outreach data — including which emails have been sent, are scheduled for sending, and even if a donor has opened an email
With this data at your disposal, your organization can more narrowly tailor outreach strategy and utilize the matching gift submission process tracking tool to maximize matching gift revenue. Storing information on donor employer information and match eligibility status allows your organization to identify high-value donor contacts for targeted outreach, and knowing if your donor’s match is complete or incomplete can provide the perfect opportunity for personalized follow-ups, whether they be gratitude messages or guided next steps.
Leverage industry-leading matching gift automation software
360MatchPro by Double the Donation is the industry-leading matching gift software solution that can automate the entire matching gift process on your organization’s behalf with these features. From automating guided next steps within the donation process, to data management and email automation, 360MatchPro offers robust matching gift technology to ensure donors are able to easily get their donations matched, and nonprofits like yours are able to maximize matching gift revenue.
by Adam Weinger, President, Double the Donation
Adam Weinger is the President of Double the Donation, the leading provider of matching gift tools to nonprofit organizations and educational institutions. Adam created Double the Donation in order to help nonprofits increase their annual revenue through corporate matching gift and volunteer grant programs.