Fundraising for educational institutions has always been a challenging landscape to navigate, but recent shifts have made it even harder to maintain momentum. The donor pipeline is shrinking, and major donors, many of whom are aging, are not being replaced. At the same time, younger generations of alumni remain disengaged, with many opting out of giving or not participating in the same ways as their predecessors.

As communication channels become increasingly crowded and competitive, educational institutions face the ongoing challenge of standing out in a noisy environment. However, one area of fundraising that remains underutilized, yet can play a significant role in differentiating appeals, is matching gifts.

By leveraging alumni matching gifts, educational institutions can significantly amplify the impact of each donor’s contribution, helping to close the gap between dwindling donor pools and the need for sustainable funding. In this guide, we’ll walk you through everything you need to know to make the most of these programs’ potential. We’ll cover:

• Effective ways to boost alumni donations
• Understanding the matching gift opportunity
• Strategies to raise more with matching gifts

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Effective ways to boost alumni donations

With the right strategies, school fundraisers can create an environment where alumni feel engaged, valued, and empowered to give. Let’s first lay the groundwork for successful alumni engagement here.

Building the foundation

The first step to raising more donations from alumni is building the foundation of a strong, connected network. It’s not enough to simply ask for donations once or twice a year; your alumni need to feel personally invested in your cause. In fact, alumni who are more engaged with their alma mater are 23 times more likely to give.

Creating meaningful connections is key, and there are many ways to do so. Community-building initiatives, mentorship programs, and volunteering opportunities not only foster these bonds but also open the door to new funding opportunities.

Optimizing every touchpoint

Once you've built a strong foundation, it's time to fine-tune your approach. Each interaction with your alumni, whether via email, social media, or through your website, should be optimized for maximum impact.

Data-Driven Targeting

The key to success in fundraising is understanding your audience. Use A/B testing to optimize subject lines, email content, and calls to action. By tracking alumni behavior on your website, you can identify warm leads and tailor your outreach for maximum effectiveness.

Mobile-First Experience

With over 50% of web traffic coming from mobile devices, optimizing your donation forms for mobile users is crucial. A mobile-friendly donation form, with pre-filled fields and a progress indicator, can increase conversion rates by up to 200%.

Strategic Campaigns

A well-rounded fundraising strategy should include more than just a generic appeal. Consider running micro-impact funds, gamifying donations, or launching re-engagement campaigns. Matching gifts are a key component of these strategies, as they create an immediate incentive for donors to give more.

Storytelling That Works

People give to causes they care about, and one of the most effective ways to connect with your alumni is through storytelling. Use the "Challenge → Impact → Hope" narrative arc to highlight the tangible outcomes of donations. For example, "15 students graduated debt-free because of your support" can show alumni exactly where their money is going.

Understanding the matching gift opportunity

One of the most underutilized tools in educational fundraising is matching gift programs. These corporate giving initiatives offer employees the opportunity to double their donations, multiplying the impact of their contributions.

What are corporate matching gifts?

Corporate matching gifts are employer-sponsored programs in which companies match the charitable contributions made by their employees. For example, if an alumnus donates $100 to your school, their employer may match that donation with another $100, effectively doubling the gift and allowing your institution to do more with the funds.

Matching gift program parameters

The specifics of matching gift programs can vary by company, but there are some common parameters to be aware of as you navigate these initiatives. These include:

• Institution Eligibility: Not all organizations are eligible to receive matching gifts, so it’s important to verify whether your nonprofit or school qualifies.
• Match Ratio: Most companies offer a 1:1 match, but some may offer 2:1 or even 3:1 ratios.
• Employee Eligibility: Typically, full-time employees are eligible, but some companies may also extend this benefit to part-time workers, retirees, or even spouses.
• Gift Amount: Many companies implement both a minimum and maximum amount for matching gifts, such as $25 to $5,000.
• Program Deadlines: Some programs have specific windows for matching gifts (such as six months or the end of the calendar year in which the initial gift was made), so it’s important to keep track of deadlines.

The more you know about a matching gift program, the better you can target donors who work for the company.

Companies that match donations to educational institutions

Many prominent companies offer matching gifts specifically to or including educational institutions, providing a valuable opportunity for your alumni to maximize their donations. 

Here’s a list of notable companies that match donations to higher education institutions like yours:

• Sherwin Williams
• General Electric
• Allstate Insurance
• Soros Fund Management
• Bank of America
• Deloitte
• Home Depot
• Microsoft
• IBM
• PepsiCo
• Johnson & Johnson
• Chevron
• Google

These companies represent just a few of the thousands that match employee donations to schools and other educational institutions. By encouraging alumni to check if their employer participates in a matching gift program, you can tap into additional resources to drive fundraising success.

Top tip: It's important to maintain an up-to-date list of companies offering matching gifts and provide an easy way for alumni to identify these opportunities. Consider integrating matching gift company databases directly into your donation forms and communications, so donors can quickly see if their employer is eligible for a match.

How can matching gifts boost alumni donations?

Matching gifts are a powerful way to amplify alumni donations without asking for more money from your donors. Here’s how they can significantly boost your fundraising efforts:

1. Increased Engagement: When alumni know their donations will be matched, they’re more likely to give. In fact, 84% of donors are increasingly inclined to donate if a match is offered, and 71% more donors respond to fundraising appeals mentioning matching.
2. Larger Contributions: Alumni and other donors often contribute more when matching gifts are available. One in three donors gives a larger donation if a match is offered, with the average donation amount increasing by 51%.
3. Doubling or Tripling Donations: Matching gift programs can effectively double or triple the impact of each donation, empowering institutions to raise more with the same donor pool.
4. Leverage Corporate Support: Matching gifts align with companies’ CSR efforts, and tapping into these programs helps build stronger corporate partnerships.

By promoting matching gifts within your overall fundraising strategy, you can significantly increase both the amount and engagement of alumni donations.

Organizations are still missing out. Where’s the disconnect?

Despite the clear benefits of matching gifts, many organizations are still missing out on this opportunity. A major reason for this is a lack of education and promotion. Only 7% of donors are aware that matching gift programs exist, and even fewer know how to apply for them.

Strategies to raise more with matching gifts

To fully leverage matching gifts and maximize their potential, fundraisers need to implement strategic tactics. These efforts will help ensure that alumni are aware of matching opportunities, motivated to participate, and supported throughout the process.

Educate donors on matching gifts.

The first step in boosting matching gift participation is educating your donors about the programs. Many alumni may not be aware that their employers offer matching gifts, or they might not know how to access this benefit. To bridge this gap, make sure to clearly communicate the value of matching gifts in all your fundraising materials.

Include matching gift information in your alumni communications, such as email newsletters, donation receipts, and event invitations. Remind alumni that their donations can go further without additional spending, which can incentivize them to engage.

Promote matching gifts on your website.

Your school’s website is one of the most important tools for promoting matching gifts. We recommend creating a dedicated landing page that explains how matching gifts work, provides a list of participating companies, and includes easy-to-follow instructions for how donors can claim a match.

Include matching gifts in the donation flow.

To ensure maximum participation, integrate matching gift opportunities directly into your donation page. When donors contribute online, include a prominent option for them to check if their employer offers matching gifts.

This ensures that matching gifts are top-of-mind as donors finalize their contributions.

Send matching gift emails at strategic times.

Send reminder emails shortly after donations are made to encourage alumni to take advantage of matching gift opportunities. These emails should include clear instructions and links to facilitate the process.

Follow-up emails should be sent periodically, especially if a donor has expressed interest in matching gifts but hasn't yet completed the submission.

Thank your matching gift donors.

Donor appreciation is a key factor in retaining donors and encouraging future contributions. Make sure to thank your donors promptly, and include a special thank-you for their matching gift contributions.

Not only should you thank them for their original gift, but also for the additional impact their employer’s match has made. Personalized acknowledgment of the matching gift will reinforce the donor’s positive experience and show them that their generosity, both as an individual and through their employer, has a significant effect.

Set up your team for matching gift success.

To ensure that your matching gift efforts are successful, your team needs to be well-prepared. Provide your staff with the necessary training and resources to effectively communicate with donors about matching gifts. Make sure everyone on the team understands the details of how matching gifts work and can guide donors through the process.

Further, implementing a matching gift tracking system can help streamline the process, ensuring that no matching gifts are overlooked. Consider using software like Double the Donation, which automates the process of identifying and tracking matching gifts, making it easier for your team to manage.

Matching gifts present a golden opportunity for fundraising organizations to significantly boost their alumni donations. This not only increases the amount raised but also strengthens relationships with alumni and corporate partners, fostering a deeper sense of engagement and commitment to the cause.

However, simply having a matching gift program in place isn't enough. To maximize the impact, you must take proactive steps to educate alumni, promote matching gifts at every touchpoint, and ensure the process is as seamless as possible. By integrating matching gift options into the donation flow, sending timely reminders, and expressing sincere gratitude for matching gifts, nonprofits and educational institutions alike can cultivate a more engaged and loyal donor base.

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