Beyond the Email: 6 Ways to Market Matching Gifts to Alumni

Is your university making the most of matching gift fundraising opportunities? Unfortunately, the answer is probably not. The truth is that matching gifts are a significantly underutilized form of funding for all sorts of schools, universities, and institutions. That means that to maximize your school’s revenue, the way you view and promote matching gifts to donors could likely use a revamp.

Matching gifts have the potential to fuel any organization’s fundraising efforts and help you secure the most revenue possible. Ready to drastically improve your matching gift marketing strategies and bring in more corporate dollars? Check out these five best practices if you’re looking to up your matching gift marketing strategies to encourage corporate giving participation among your university donors.

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1. Promote matching gift opportunities to alumni

Many alumni enjoy supporting the schools that helped pave the way for their success. Effective fundraising campaigns can be an excellent means for engaging these former students long after they leave your campus. And taking things a step further is matching gifts.
According to statistics from Double the Donation, more than 18 million individuals are employed by companies with matching gift programs. More than likely, a good amount of your school’s alumni are among those people.
However, the vast majority of match-eligible donors are unaware of the programs offered by their employers⁠ — which often puts it on the organization to market these opportunities effectively. If you’re looking to promote matching gifts, consider the following powerful marketing and outreach avenues to use:

• Email
• Newsletters (physical or electronic)
• Social media
• Direct mail

While it’s certainly a good idea to inform all sorts of people about the wide availability of matching gifts, taking an alumni-centered approach can be a great way to focus on these types of generous supporters and target your efforts accordingly.

2. Create a dedicated matching gifts page on your school website

Many donors use your university’s website to learn more about how to get involved and where to give as well as additional opportunities for support. As such, it’s important that you provide ample information about matching gifts on your site.

We suggest crafting a dedicated matching gifts web page with the following tips in mind:

• Incorporate a company search tool for users to quickly and easily research their employers’ matching gift programs.
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• Provide users with employer-specific next steps for completing the match request submission process. This might include links directing donors to their company’s online forms or downloadable PDFs.
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• Ensure it’s easy to navigate to this web page from your home page, menu, and more. This way, supporters interested in matching gifts will know exactly where to go to find additional information.

Then, direct supporters to this informative resource by linking to it in your matching gift emails, school-wide newsletters, social media posts, and other fundraising materials.

3. Incorporate matching gifts in the online donation process

Whether you’re looking to plan for a dedicated giving day or other fundraising occasion or simply optimize your long-term strategy, corporate matching gifts are a great way to go. When you integrate matching gift fundraising into your existing donation process, it allows donors to determine their own eligibility for a matching gift without ever having to leave your donation page.

Here’s how it typically works:

1.  A donor fills out your school’s online donation form.
2. The donor is provided with a simple company search widget embedded in the page.
3. The donor fills in their employer’s name and submits the donation.
4. The donor is provided with guidelines for their employer’s matching gift program on the confirmation screen.    

Supporters are usually at the peak of their engagement while completing your online donation form, so it makes sense that you’d want to incorporate matching gifts at this time. Plus, research shows that 1 in 3 donors report that they’d likely make a larger gift if they know it will be matched by their employer, which makes it an impactful strategy for increasing donation sizes as well.

4. Keep track of companies with matching gift programs

When it comes to matching gift fundraising for universities, one of the best things you can do to set your team up for success is to keep a detailed record of companies with especially generous matching gift programs. Then, you can compare this information against the companies that your alumni are working for to get a better idea of your existing match-eligible prospects.

After all, a significant part of effectively leveraging matching gifts depends on having and using the right data to drive your fundraising strategies. For matching gifts, donor employers are the most important metric there is.

5. Encourage match-eligible donors to submit their requests

Following up with supporters after they’ve made their gifts is one of the best ways to take your donor relations to the next level and maximize the number of donors who request corporate matches. We recommend segmenting donors by their likely eligibility for a match (based on information collected during the donation process) to ensure your messaging is as tailored and relevant as possible. Consider these examples:

• For a donor who is likely eligible for a match, you might provide them with direct links to their employer’s program guidelines and online submission forms.
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• For a donor who is likely ineligible for a match, you might encourage them to reach out to their employer to double-check for the existence of any matching gift programs.
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• For a donor who has unknown match eligibility, you might ask them to select their employer from a company search tool to determine whether they offer a corporate match.

Luckily, if you’d like to streamline this process and save time and resources for your school, you can automate the follow-up process from beginning to end. All you have to do is invest in a matching gift automation tool, and the software will do the rest!

Failing to promote matching gifts to supporters is essentially throwing away free donations. When you take a strategic approach to marketing, however, you allow your generous donors to make an even larger impact on your school, establish corporate partnerships with businesses in your network, and secure additional revenue for your university’s needs.
Just remember to inform alumni and other supporters of these exceptional giving opportunities, promote matching gifts through your school website and donation page and follow up with donors to drive match requests to make the best of your fundraising efforts.

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In today’s competitive fundraising environment, schools and nonprofits are constantly seeking ways to maximize revenue and deepen their relationships with donors. Luckily, matching gifts present a powerful opportunity not only to increase donations but also to foster long-term donor loyalty.

By engaging one-time donors through matching gift programs, institutions can transform them into lifelong supporters who remain committed to their cause year after year.

This article will explore the importance of matching gifts in donor retention, share strategies for leveraging them to build long-term relationships, and provide actionable tips for schools to engage their donors effectively throughout the giving lifecycle. Specifically, we’ll cover:

• What Are Matching Gifts and How Do They Work?
• The Power of Matching Gifts for Schools
• Turning One-Time Donors Into Lifelong Supporters
• Best Practices for Engaging Matching Gift Donors
• Building Long-Term Relationships with Matching Gift Donors
• Tracking and Managing Matching Gifts for Future Success

By turning one-time donors into repeat givers, schools can build a robust foundation of support that sustains their mission for years to come. Now, let’s dive into how matching gifts work and explore how they can be leveraged to boost engagement and retention among your donor base.

What Are Matching Gifts and How Do They Work?

Before delving into strategies for using matching gifts, it's essential to understand exactly how they work. A matching gift program is a corporate giving initiative in which an employer agrees to match an employee's donation to a nonprofit organization. The match is typically made dollar-for-dollar, but can sometimes be at a lower or higher ratio.

For example, if a donor gives $100 to a school, and their employer offers a 1:1 match, the total gift to the school becomes $200. This process is a great way to encourage more giving, as it enables donors (including alumni!) to maximize their impact without increasing their own contributions.

The Power of Matching Gifts for Schools

For schools, matching gifts are an untapped resource that can significantly boost fundraising efforts. Many employers offer these programs, but donors often aren’t aware of the opportunity, and schools don’t always actively promote them. By effectively encouraging participation in matching gift programs, schools can increase the total value of donations, which has long-term benefits for both fundraising goals and donor retention.

In other words, matching gifts can serve as a powerful tool to not only increase funds but also to strengthen the relationship between a school and its supporters. These programs allow schools to expand their donor reach by motivating donors to give more, while also demonstrating to donors that the school is proactive in maximizing the impact of their contributions.

1. Expand Your Donor Pool

Matching gifts are an easy way to expand your donor base without recruiting new supporters. By promoting the opportunity for donors to maximize their gifts through matching, schools can encourage existing donors to contribute more and encourage potential donors to get involved in giving.

2. Enhance Donor Retention

When donors know that their contribution will be doubled or even tripled, it creates an additional layer of satisfaction. This added value makes donors feel good about their contributions, and as a result, they’re more likely to support the school again in the future. Therefore, by encouraging matching gifts, schools can foster lasting donor relationships.

3. Maximize Donations Without Asking for More

For many donors, the prospect of a company match is an appealing way to make their gift go further. By tapping into matching gifts, schools can increase revenue without asking donors for higher contributions. This makes matching an attractive strategy for schools that want to increase donations while respecting donor budgets.

Turning One-Time Donors Into Lifelong Supporters

While matching gifts can significantly boost donations in the short term, their true power lies in building long-term donor loyalty. By strategically engaging one-time donors and encouraging them to take full advantage of matching gift opportunities, schools can cultivate a repeat donor base that remains engaged year after year.

1. Create a Personalized Experience

The key to converting one-time donors into lifelong supporters often lies in personalization. When schools reach out to donors about matching gifts, it’s important to make the communication feel personal. Send thank-you emails or follow-up messages that highlight how matching gifts have enhanced the impact of their donation. Make donors feel appreciated and valued for their generosity.

2. Keep Donors Informed

Transparency is crucial in building long-term relationships. Keep donors informed about how their matched gift was used, whether it's for scholarships, school programs, or facility improvements. By showing donors the tangible impact of their contributions (both the original and matched portion), you reinforce their connection to the school and encourage future support.

3. Encourage Repeat Giving

Once a donor has engaged in matching gifts once, it’s essential to keep them involved in the future. Send reminders about matching gift opportunities each year, especially during key fundraising periods such as Giving Tuesday or year-end campaigns. For the best results, ensure the process for submitting a match request is clear, simple, and as easy as possible for donors to complete.

Best Practices for Engaging Matching Gift Donors

To ensure matching gifts are used effectively, it’s a good idea to implement best practices that streamline the process and keep donors engaged. These strategies can make a significant difference in both immediate fundraising results and long-term donor retention. Here are a few of our recommendations:

1. Promote Matching Gifts Early and Often

Donors need to be made aware of matching gifts before, during, and after their donations. Ensure your messaging highlights matching gift opportunities across donation pages, thank-you emails, social media posts, school newsletters, and more. The more information you provide, the more likely donors are to take advantage of these programs.

2. Simplify the Matching Process

To make it as easy as possible for donors to submit their matching gift requests, provide clear, step-by-step instructions. Partner with matching gift platforms, such as Double the Donation, to automate the process and provide a user-friendly interface for both donors and schools.

3. Follow Up with Donors

Once a donor has made a contribution, send a thank-you message that includes instructions for submitting their matching gift request. Follow up with reminders, especially as year-end deadlines approach. Offering assistance during this process can be an additional way to build trust and increase the chances of a donor returning.

4. Incorporate Matching Gifts Into Regular Campaigns

Don’t limit matching gift appeals to just your major fundraising campaigns. Instead, integrate matching gift reminders into your regular communication efforts, whether that’s through email newsletters, donor thank-you letters, or social media posts. Regular engagement will keep matching gifts top of mind for donors.

5. Leverage Corporate Partnerships

Work with companies that already have matching gift programs in place to promote these opportunities within your community. For instance, if a local business is involved with your school, ask them to help spread the word about matching gifts among their employees. This partnership can lead to increased donations and stronger community ties.

Tracking and Managing Matching Gifts for Future Success

Finally, to ensure matching gifts become a long-term part of your school’s fundraising strategy, you’ll need to track and manage these gifts efficiently. Here’s what we recommend:

1. Monitor Participation Rates

It’s important to track how many donors ultimately get involved in matching gift programs and how much funding they generate for your school. Therefore, regularly review your matching gift data to identify trends and areas for improvement.

2. Analyze Donor Behavior

By analyzing the behavior of matching gift donors (such as how often they give and whether they return for future donations) you can refine your strategy to maximize engagement. Personalized communication, targeted outreach, and regular reminders can all help boost donor retention.

Wrapping Up & Next Steps

Matching gifts offer schools a powerful tool to turn one-time donors into lifelong supporters. By promoting matching gift programs, simplifying the donor experience, and engaging supporters year-round through matching gifts, schools like yours can maximize fundraising while fostering long-term donor loyalty.

Now is the time to incorporate matching gifts into your fundraising strategy. Start by promoting matching gifts more effectively, tracking participation, and following up with donors to ensure they take full advantage of these programs. By doing so, you’ll build a loyal donor base that helps support your school for years to come.

For nonprofits and institutions looking to raise funds, every dollar counts. So what if you could double or even triple your donations without asking your supporters to give more? That’s the power of matching gifts. Despite the enormous potential of corporate matching gift programs, billions of dollars in eligible donations go unclaimed each year. Why? Donors either don’t know their gifts can be matched or don’t know how to complete the process.

Integrating matching gifts into your fundraising campaigns is one of the most effective ways to increase revenue, deepen donor engagement, and amplify impact. But it doesn’t happen by accident—it requires strategy, timing, and the right tools.

Below, we’re sharing 10 actionable tips to help your team fully leverage matching gifts in your fundraising efforts. Let’s begin!

1. Educate Your Team First

Before you can promote matching gifts to donors, it’s essential that your internal team understands how they work. From development staff to communications professionals, everyone should be familiar with the basics of corporate matching gift programs.

Therefore, it’s a good idea to hold a short training session or workshop to explain:

• What matching gifts are;
• How to find out if a donor’s company matches gifts;
• What information donors need to submit;
• How your organizaiton processes matching gifts.

When your team is well-versed in all things matching, they can confidently communicate the opportunity to donors and answer questions effectively as they arise.

2. Identify and Promote Matching Gift Eligible Donors

Many organizations send out generalized appeals without knowing which donors work for matching gift companies. That’s a missed opportunity. Using tools like matching gift software or employer appends, you can identify where your donors work and flag those who are likely eligible for a match.

Once identified, tailor your messaging for each individual. For example, after a donation is made, you can send a targeted follow-up like: "Thanks for your gift! Did you know your employer, XYZ Corporation, may match your donation? Here’s how you can double your impact in just a few clicks."

Personalized messaging increases the likelihood that donors will follow through, and makes it even easier for them to do so.

3. Integrate Matching Gift Tools into Your Donation Form

The fewer steps a donor has to take, the better. By embedding matching gift tools directly into your donation form, you make it easy for donors to check their eligibility and start the matching process instantly.

Software like Double the Donation (which integrates seamlessly with your Almabase fundraising tools) allows donors to search for their employer as they’re making a gift. It even provides forms, guidelines, and contact information in real time, streamlining the process dramatically.

This simple integration has been shown to significantly increase match completion rates and grow fundraising revenue with ease.

4. Use Automated Email Follow-Ups

Even if a donor skips the matching gift process during checkout, you can still guide them afterward. Automated email follow-ups are a highly effective way to remind donors about their match eligibility.

Consider setting up a series of emails timed to go out after a gift is made. Here’s an example sequence:

• Day 1: Thank-you email with a soft mention of matching gifts.
• Day 3–5: Dedicated matching gift eligibility reminder
• Week 2: Case study or testimonial showcasing how matching gifts create real-world impact.
• Week 3–4: Final reminder with clear, simple steps.

In each message, make sure the language is friendly, encouraging, and focused on impact. Include clickable buttons or links to company lookup tools to remove friction and drive supporters through the process.

5. Create a Matching Gift Landing Page

Your organization’s website is an essential resource. Hosting a dedicated landing page for matching gifts can serve as a central hub for all your related outreach efforts.

For the best results, this page should:

• Explain what matching gifts are;
• Include an embedded company search tool;
• Provide instructions and FAQs to help donors get started.

From there, you’ll want to link to this page from your main website navigation, donation forms, confirmation/thank-you pages, email footers, and social media posts. In other words, make it easy for donors to find and refer back to when they’re ready to learn more or initiate a match.

6. Highlight Matching Gifts in All Your Campaigns

Matching gifts shouldn’t be an afterthought—they should be baked into the DNA of your campaigns.

Whether you’re running a year-end appeal, Giving Tuesday initiative, peer-to-peer fundraiser, or capital campaign, consistently highlighting matching opportunities goes a long way. Phrases like:

• “Double your donation at no extra cost!”
• “Your gift could go twice as far.”
• “Check if your company will match your generosity.”

…can prompt curiosity and inspire action.

Add matching gift language and tools to appeal letters, emails, event materials, digital ads, and more. Repetition helps donors absorb the message, making them more likely to participate when the time comes.

7. Work Matching Gifts into Donor Stewardship

Acknowledging and stewarding donors doesn’t end after the first thank-you. In fact, you can build stronger relationships by keeping them informed about the matching gift process.

If a donor completes a match request, send a separate thank-you noting their extra effort and impact. If their match is received, send a special acknowledgment with updated gift totals and a story about what that additional funding made possible.

You can even tag matched donors in your CRM and invite them into higher-touch stewardship journeys or giving circles, reinforcing their sense of value and connection to your cause.

8. Mobilize Your Corporate Partners

If your nonprofit or institution has corporate sponsors or partners, work with them to educate their employees about matching gifts. Many employees aren’t even aware that their companies offer these programs, and a simple nudge from HR or internal communications can spark significant action.

For example, consider asking your corporate partners to:

• Promote matching gifts on internal channels like intranets or newsletters
• Include your nonprofit’s info in their employee giving portals
• Allow you to host lunch-and-learns or info sessions
• Host a one-off matching gift campaign specifically benefitting your nonprofit

This not only drives more matching donations but also deepens your relationship with the company—a win-win on all fronts.

9. Share Success Stories

People are inspired by stories. When you share a real story about a donation that was matched—and the tangible impact it created—it makes the concept of matching gifts come alive.

Here’s an example: "When Rachel donated $100 to support local tutoring programs, her employer matched it, bringing her impact to $200. That covered an entire month of tutoring for one child."

Include stories like these in newsletters, appeal emails, social posts, and annual reports. It helps donors visualize the extra power they have, simply by checking a box and requesting a match from their employer.

10. Track, Measure, and Optimize

You can’t improve what you don’t measure. Therefore, try tracking key metrics related to matching gifts, such as:

• Percentage of match-eligible donations
• Match request initiation rate
• Match completion rate
• Total dollars matched
• Fundraising increase due to matching gifts

From there, you can use this data to find gaps and opportunities. Are donors dropping off after the first email? Are small-dollar donors getting their gifts matched more often than major givers? Are some campaigns more successful than others?

By analyzing trends and experimenting with language, timing, and placement, you can continually refine your strategy for better results overall.

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Wrapping it up

Matching gifts are one of the most underutilized fundraising tools available to both institutions and nonprofits. With a thoughtful approach and a few strategic integrations, you can unlock a hidden revenue stream that requires no extra money from your donors—just a little extra effort.

By educating your team, leveraging technology, telling powerful stories, and weaving matching gift opportunities throughout your campaigns, you’ll increase participation, raise more money, and deepen donor engagement.

Don’t let matching gifts be an afterthought. Make them an integral part of your strategy—and watch your impact grow.