5 Effective Places You Should be Mentioning Matching Gifts

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Virtuous has recently partnered with Double the Donation to make matching gift tools a seamless feature of Virtuous Giving. These matching gift search tools allow a donor to provide the name of their employer and then be presented with their company’s unique matching gift guidelines.

The most incredible thing about matching gifts is how much revenue is left on the table each year by organizations and donors who don’t realize the revenue is available to them. How much revenue, you ask? $4-7 billion in matching gift revenue goes unclaimed every year.

Matching gifts are donations made by a company to an eligible nonprofit organization or educational institution that an employee of the company has already donated to. Matching gifts are often offered as an employee benefit to foster community outreach in corporate environments.

But wait, why doesn’t everyone know about these awesome opportunities? Basically, it is the donor’s responsibility to request a matching gift from their employer, but it is the organization’s responsibility to make sure that donors know to ask.

In this article we’re going to cover the top 5 most effective ways to spread the word about matching gifts to your donors.

  1. On the donation form
  2. On the confirmation page
  3. On a dedicated matching gift page
  4. On social media
  5. In email communications

So let’s dive in!

1. Matching gifts on the donation form

Matching gifts can only be requested from a company by the employee who made the donation, so it is important to ask about matching gifts while donors are in a giving mood. During the donation process is the only time when you can be 100% sure that someone supports your organization.

It is during this process that you should present matching gifts to your donors. Using Virtuous, you can offer donors the chance to enter their company name right there on your donation form. By asking for the donor’s company name, you are planting the idea that their company may come into play.

After they’ve entered their company name on the donation form, the donor is automatically presented with their company’s matching gift guidelines. Plus, they are presented with a button that actually leads them directly to the matching gift request forms provided by their company, either through an online portal or as downloadable PDFs.

2. Matching gifts on the confirmation page

If not directly in your donation process, the confirmation page that thanks a donor for their contribution is another super effective place to present matching gift information. When a donor has just made their donation, they are still feeling whatever emotional momentum led them to donate in the first place.

We strongly recommend embedding a matching gift search tool on this page so that your donors can explore their match-eligibility while they are still in the mood to support your organization.

Once a donor enters their company into this search tool, they are instantaneously presented with their company’s unique matching gift guidelines. From there, it only takes a few minutes to submit the forms and complete that matching gift request.

You should include messaging about how fast and easy the matching gift request process is, so that each and every donor is encouraged to check their match-eligibility.

3. Matching gifts on a dedicated matching gift page

The two previous strategies focus on catching the attention of donors already in the process of donating, but what about casual visitors to your website?

Did you know that 84% of people are more likely to donate if they know that their gift will be matched? That is why it is so important to inform every visitor to your website about matching gifts. The people on your site but not yet on your donation form are the ones who really need that extra push to start the donation process.

Even for site visitors who don’t find their company and decide to donate based on their match-eligibility, just mentioning matching gifts can drive donations. In fact, mentioning matching gifts results in a 71% increase in response rate and a 51% increase in average donation amount. Those statistics are for everyone, not just match-eligible donors!

These dedicated match pages should include three key elements:

  1. Information about matching gifts: As we mentioned, most donors don’t know about matching gifts, so it is your job to let them know about this incredible opportunity.
  2. Spotlight on ease: Make sure that you stress just how easy this process is for donors. No one wants to do anything that will be stressful or time-consuming, so make sure that you mention how quick and easy requesting a matching gift can be.
  3. Matching gift search tool: It is so important that you provide your potential donors with a way of following through on that engagement. By providing a matching gift search tool right there on the page, you allow a donor to remain in that matching gift flow.

With an expertly crafted dedicated matching gift page, it is only a matter of time before you start to see your matching gift revenue increase exponentially!

4. Matching gifts on social media

At this point, no organization can really afford to neglect social media. Everyone is on it, and the share power makes it even more worthwhile. When one follower shares your post, that information reaches a whole new audience.

A platform like that was built for spreading the word about matching gifts! Okay, maybe not technically, but it certainly makes sense to use this free and easy to use platform for reaching as many potential donors as possible.

You want your social media posts about matching gifts to be informative, eye-catching, and linked to a dedicated matching gift page or donation form that incorporates matching gifts.

Check out an example from the National Kidney Foundation below. Notice that it was shared more than 450 times! That’s 450 separate networks!

5. Matching gifts in email communications

The most direct and efficient way to communicate with your audience now-a-days is email. These are the people who have interacted with your organization before, so you know they are interested in furthering your cause.

Organizations send all kinds of emails including newsletters, announcements, and donation confirmation receipts. You should be mentioning matching gifts in all of these.

Just a quick blurb asking a reader to check their match-eligibility or an entire email dedicated to sharing the details of matching gifts, both are very effective ways of directing your audience’s attention to furthering the impact they have on your organization.

Check out this email that the National Kidney Foundation sent out to their audience. Just like their social media post, it is eye-catching and informative, which furthers reader engagement.


Takeaway: Spreading the word about matching gifts is all you have to do to start raking in that revenue. Now that Virtuous has partnered with Double the Donation, it is easier than ever to dive in and start driving those matching gift requests.

If you’d like to learn more about Virtuous’ integration with Double the Donation’s 360MatchPro, check out the full integration guide here.

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