Why Matching Gifts? 3 Data-Driven Reasons That Prove Value

Let’s talk numbers—those intriguing figures that shape charitable giving trends. Industry data lets you know which fundraising and marketing methods are worth pursuing, so you can connect with more supporters, boost donations, and grow your impact. 


Data doesn’t lie, and countless studies show that corporate giving is a powerful source of revenue for nonprofits and a great way to diversify your revenue streams. Matching gift programs in particular can amplify your fundraising efforts. 


If you’re not already familiar with matching gifts, you’re missing out. These corporate giving programs empower nonprofits to multiply donors’ contributions and increase impact. To help you better understand what matching gifts can do, we’ll look at data in the context of matching gifts, where numbers don’t only matter; they multiply.


We’ll explain how incorporating matching gifts into your marketing and fundraising strategies can boost revenue, cultivate stronger donor relationships, and strengthen corporate partnerships. By the end of this article, you’ll stop asking, “Why should we pursue matching gifts?” and instead ask, “Why didn’t we pursue matching gifts sooner?”

Matching Gifts Increase Fundraising Revenue.

It’s no secret that matching gifts lead to better fundraising outcomes. After all, the core purpose of these programs is to fund worthwhile causes.


First, let’s provide some context about what matching gifts are. When a donor works for a company that offers matching gifts, every dollar they contribute to your organization can be matched. If they give $100, their employer will also give $100.


Double the Donation-48in48-Why Matching Gifts? 3 Data-Driven Reasons That Prove Value-Supplementary

  • Alt text: This image depicts that a company will double an employee’s donation with a matching gift.


Even better, some companies are extra generous and will match at higher ratios. Let’s say a company offers a 2:1 ratio. In that case, they’d match the employee’s donation by twice as much, tripling the original gift. Instead of $100 from a regular donation, your nonprofit will receive $300 total.


You can imagine that quickly adds up. However, companies implement stipulations, such as:


  • Nonprofit eligibility. Companies might match gifts for any 501(c)(3) organization, or they might exclude certain causes from being eligible, such as religious organizations.
  • Employee eligibility. Participation may be based on an individual’s employment status, such as full-time, part-time, or retiree.
  • Eligible donation amounts. Businesses will list the minimum and maximum donation amounts they’ll match, such as between $15 to $5,000.
  • Submission deadlines. To get their donations matched, donors must submit a request to their employers. Companies commonly set deadlines like one year post-donation or at the end of the calendar year.


When donors know they’re eligible for a matching gift, that can lead to bigger donation sizes. 360MatchPro by Double the Donation estimates that one in three donors will give more if matching is applied. Do everything you can to let donors know their eligibility.


For instance, many nonprofits leverage a matching gift database. With this technology, you can embed a company search tool into your donation form, so supporters can research their eligibility when they’re about to give.


What’s more, auto-submission tools are projected to yield an 80% increase in matching gift revenue, according to that same resource we just referenced. When eligible for auto-submission, donors can opt to have tools automatically fill out a match request and submit it to their employer on their behalf, making the process much simpler.

Matching Gifts Boost Donor Engagement.

While each organization’s matching gift metrics and performance vary, it’s safe to say that corporate giving boosts donor engagement. Matching gifts can make a donor’s impact go twice as far—sometimes even further when companies offer higher match rates!


Simply mentioning matching gifts in fundraising appeals results in a 71% increase in response rate and a 51% increase in average donation amount. That’s a major difference!


Matching gifts are great for:


  • Donor acquisition. Inspire new donors by posting about matching gifts online, encouraging prospects to check their eligibility, and explaining how the process works. While they might not initially think their contributions will go far, knowing their company offers matches can help them realize their potential impact. When you develop a close relationship with particular companies, they might even recommend your cause to employees, expanding your donor base to new audiences.
  • Donor retention. When companies double employees’ contributions, your donors are more likely to continue supporting your nonprofit. Corporate matches provide a way for donors to see the difference they’re making, motivating them to stick around. Just be sure to recognize donors when they take the extra step to get their gifts matched, so they feel like a valued part of your community.


Overall, matching gifts can inspire new and existing donors to give and keep giving! Share the opportunity by reaching out directly to donors and posting publicly about matching gifts. By creating a positive matching gift experience, you’ll help existing donors feel like valued partners in your mission, and word will get around to new prospects.

Matching Gift Companies Make Great Partners.

Companies recognize they have a duty to give back to society. Nonprofits Source’s corporate giving trends article explains that workplace giving is on the rise, because today’s businesses know it’s a powerful way to establish themselves as socially responsible. For one, supporting nonprofits enhances reputation. Plus, programs like matching gifts get employees involved, resulting in a happier workplace. 


That’s why 39% of companies plan to expand their workplace giving programs in the next two years. Considering that workplace giving already results in $5 billion for charity each year, nonprofits can gain a lot by pursuing these opportunities and fostering relationships with companies that support employee giving.


Foster relationships with companies that match gifts by thanking them for their contributions or asking them to promote match opportunities to employees. Over time, this can open doors to valuable collaborations and lasting partnerships. 


Here’s how you can locate potential partners via matching gifts:


  1. Pay attention to where your matching gift eligible donors work. If you notice several work for the same company, that can indicate a partnership opportunity. You might also look for companies that simply offer generous corporate giving programs.
  2. Research potential partners. Think of this process as conducting prospect research on companies. Look into these companies and target those who have similar values to your nonprofit or sell products and services that complement your mission. For example, a pet supply store would make a great partner for an animal shelter. They can provide in-kind gifts like pet food and toys, promote the organization to their pet-loving customers, and encourage employees to donate.
  3. Discuss potential partnership opportunities with companies and encourage the creation of other workplace giving programs. For example, you might line up employee volunteer opportunities or suggest that the company enables payroll deductions with your nonprofit listed as a recommended recipient. In these conversations, be sure to highlight your mission and how your work and the companies’ services complement each other.


Overall, forming partnerships can help you make powerful strides toward your mission, so find companies motivated and excited to support your cause!

Final Thoughts

The proof is in the numbers! Pursuing matching gifts is an essential part of your nonprofit’s fundraising plan. Not only does it grow revenue, but it can lead to other valuable opportunities, like corporate volunteerism and in-kind donations. Be proactive in promoting matching gifts to your network and engaging with companies that offer these opportunities. In the end, you’ll multiply your impact and build a sustainable future for your cause.