With the fundraising landscape more competitive than ever, universities today are looking for new and innovative ways to engage donors, increase participation, and maximize revenue. Two strategies that have gained significant traction in recent years are crowdfunding and matching gifts. Individually, each has the potential to enhance donor engagement and raise critical funds. But together? They can create a powerful multiplier effect that brings your efforts to new heights.

In this post, we’ll break down what these strategies are, how they work together, and what universities need to know to make the most of both.

In this blog, we’ll cover:

• Crowdfunding for Universities: What to Know
• Understanding Corporate Matching Gifts
• How Crowdfunding and Matching Gifts Work Together
• Matched Fundraising Best Practices for Universities

Whether you're part of a development office, a faculty member leading a campaign, or a student organization hoping to raise support, understanding how to combine crowdfunding with employer matching gifts is essential. Read on to find out how you can do so!

Crowdfunding for Universities: What to Know

Unlike traditional fundraising campaigns that rely heavily on major gifts, crowdfunding leverages the collective power of many small-dollar donations—typically from students, alumni, parents, faculty, and friends—to reach a targeted goal. It’s fast-paced, digital-first, and deeply community-driven.

Crowdfunding in a university context generally involves launching time-bound, project-specific fundraising campaigns through online platforms. These campaigns are usually promoted via email, social media, and peer-to-peer outreach, encouraging supporters to give and share within their networks.

Universities use crowdfunding to support a wide variety of initiatives, including:

• Student-led projects – such as travel for academic competitions or service trips.
• Research and innovation – funding for faculty research or lab equipment.
• Athletics – team travel, uniforms, and training resources.
• Scholarships – to help students with financial need.
• Campus improvements – like sustainability projects or new student spaces.

These campaigns tend to be more successful when they are tied to compelling stories, clear outcomes, and enthusiastic champions, such as student leaders or faculty. All in all, crowdfunding offers several unique advantages for universities:

• Wider donor participation – It’s accessible and appeals to younger or first-time donors.‍
• Community engagement – Campaigns often rally support across departments, clubs, and alumni groups.‍
• Real-time momentum – Donors can see progress toward goals, creating urgency and excitement.‍
• Marketing and visibility – Campaigns often double as awareness tools, increasing visibility for university initiatives.‍
• Crowdfunding is not just about fundraising—it’s also about storytelling and building relationships. Universities that prioritize authenticity, transparency, and outreach often see the best results.

Understanding Corporate Matching Gifts

Corporate matching gifts are one of the most underutilized opportunities in university fundraising, despite their incredible potential to multiply donor impact. When donors give to your institution, many of their employers are willing to match that donation dollar-for-dollar, doubling or sometimes even tripling the original gift. Thousands of companies—ranging from small businesses to Fortune 500 corporations—offer these programs as part of their corporate social responsibility efforts.

In other words, a matching gift is a charitable donation made by a company to match an employee’s contribution to a nonprofit or educational institution. For example, if an alum donates $100 to your university, their employer may contribute an additional $100, effectively doubling the gift at no extra cost to the original donor.

For colleges and universities, matching gifts represent a low-effort, high-reward revenue stream. Here’s why:

• Increased donation value – You can double or triple gifts without asking donors for more.‍
• Higher donor satisfaction – Donors feel their contributions go further and have more impact.‍
• Potential for long-term engagement – Donors who give through their employer’s match program often remain engaged with both the company and your institution.

Despite the benefits, many institutions fail to maximize matching gift potential. As a result, billions of dollars in matching gifts go unclaimed every year, largely due to a lack of awareness and promotion.

By understanding the mechanics and benefits of corporate matching gifts, universities can take meaningful steps to close the gap and unlock a powerful source of untapped funding.

💡Bonus resource: Read How Higher Ed Leaders Leverage Matching Gifts for Success to gain insights from real university fundraising teams!

How Crowdfunding and Matching Gifts Work Together

On their own, crowdfunding and matching gifts are powerful fundraising tools. When combined strategically, they create a multiplier effect that can significantly boost the results of university campaigns  while also enhancing donor engagement and satisfaction.

Here’s what you need to know: Crowdfunding campaigns are built around community engagement and momentum. When donors see their gifts being matched, they’re more likely to give and give more. Matching gifts…

• ‍Motivate donations by showing increased value per dollar.‍
• Create urgency when time-limited matching opportunities are included.‍
• Encourage sharing as donors feel they’re maximizing their impact.

This synergy makes matching gifts a natural complement to crowdfunding efforts. Combining these two strategies is a simple but effective way for universities to raise more money, deepen donor relationships, and make every gift go further.

Matched Fundraising Best Practices for Universities

Successfully integrating crowdfunding and matching gifts into your university’s fundraising requires thoughtful planning, the right tools, and clear communication. Here are some best practices to ensure both elements work seamlessly together and drive maximum results.

1. Raise awareness around corporate matching gifts.

One of the biggest obstacles to maximizing matching gifts is simply a lack of awareness—both among donors and university staff. Many alumni, parents, and even employees don’t realize that their employers offer gift-matching programs⁠—or those who do are unsure how to take advantage of them.

For this reason, we recommend:

• Incorporating matching gift language in all campaign materials, including emails, social posts, donation pages, and thank-you messages.‍
• Using a matching gift search tool (like Double the Donation) on your crowdfunding pages, so donors can check eligibility instantly.‍
• Creating a dedicated matching gift info page on your university’s giving website with FAQs and instructions.‍
• Highlighting success stories that show how matching gifts have made a tangible difference—thus illustrating the power of the opportunity.

By educating donors early and often, you’ll not only increase participation but also foster deeper donor engagement. It’s a win-win!

2. Integrate your crowdfunding and matching gift technology.

When your crowdfunding platform and matching gift tools work together, the donor experience improves dramatically. For this reason, we recommend selecting a crowdfunding platform that supports seamless matching gift integration⁠. Look for compatibility with tools like Double the Donation and Almabase!

From there, you should be able to embed an employer lookup tool directly into your online crowdfunding forms so donors can easily determine their eligibility as they give. Not to mention, the system should automate post-donation follow-ups with personalized instructions and next steps for the individual’s employer.

The bottom line is this: When your tools communicate effectively, you reduce manual work, increase efficiency, and provide a better donor journey overall.

3. Track and celebrate matching gift & crowdfunding successes.

To build momentum and improve future campaigns,it’s essential to monitor your results and share wins not only in terms of crowdfunding but also matching gift success. Tracking not only helps you evaluate performance but also provides compelling proof points that encourage future participation from donors and corporate partners alike.

Recognition and transparency go a long way in building community, trust, gratitude, and ongoing support. Plus, showcasing results helps reinforce the value of matching gifts for donors.

‍

Conclusion

When implemented strategically, crowdfunding and matching gifts can significantly expand a university’s fundraising potential. Crowdfunding opens doors to broader audiences and grassroots participation while matching gifts offer a unique opportunity to amplify impact at no extra cost to the donor.

By integrating these approaches, educating donors, and leveraging the right technology, universities can unlock new streams of support and make every dollar go further. Now is the time to evaluate your current fundraising strategy and consider how these two powerful tools can work in tandem to elevate your efforts. Good luck!

‍