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Beyond the Email: 6 Ways to Market Matching Gifts to Alumni
Alumni relations professionals understand the challenges of continuous engagement. You send a thoughtful newsletter, but the open rates plateau. You know your graduates care about their alma mater, but their inboxes are overflowing. When it comes to corporate matching gifts, relying solely on email often means leaving revenue on the table. Many of your alumni work for companies that would gladly double their donations, but they are simply unaware that the programs exist.
To fix this, you must diversify your approach. You need a multi-channel strategy that weaves awareness of matching gifts into the daily lives of your alumni network. By utilizing the right fundraising software and implementing some creative tactics, you can market matching gifts through channels that actually capture attention.
In this guide, we will cover some of our top-suggested strategies:
- Social Media Spotlights
- Text Messaging (SMS) Campaigns
- Direct Mail (with a Digital Twist!)
- Matching Gift Month Efforts
- Events and Reunion Integrations
- Website and Alumni Portal Content
Ready to get started? Let's look at how you can broaden your reach and secure more matched dollars for your school without sending another generic email.
Implementing Social Media Spotlights
Social media is where your alumni go to network, share life updates, and stay in touch with classmates. It is the perfect environment to remind them about corporate matching gifts. Each platform has a unique vibe, so you should adjust your message to fit the audience on each channel.
LinkedIn for Professional Focus
LinkedIn is ideal for career-centric content. Since matching gifts are a corporate benefit, this platform is a natural fit. You can post about the top-matching-gift employers among your alumni. For instance, share a graphic celebrating that "50 alumni from Google matched their gifts this year!" This appeals to professional pride and prompts others at similar companies to check their eligibility.
Facebook and Instagram for Visuals
On Facebook and Instagram, visuals drive engagement. Share graphics that clearly show the impact of a matched gift. A side-by-side image comparing "One Book" versus "Two Books" illustrates the power of doubling a donation.
You can also use "Stories" to run polls asking, "Did you know your employer might match your gift?" This interactive approach educates donors while boosting engagement rates.
Did You Know? According to Double the Donation's matching gift statistics, an estimated $4 to $7 billion in matching gift funds goes unclaimed every year. Using social media to spread the word can help your institution capture its share of that funding.
Utilizing Text Messaging (SMS) Campaigns
Text messages boast incredibly high open rates compared to email. Most people read a text within just a few minutes of receiving it, making SMS a strong choice for urgent appeals or quick follow-ups regarding matching gift opportunities.
Brief and Actionable Snippets
When sending a fundraising text, brevity is key. You do not have room for long paragraphs. Get straight to the point. A text might read, "Thanks for your gift, [Name]! Check if your company will double it here:" followed by a direct link to your matching gift search tool.
Timing is Everything
The best time to send a text is immediately after a donation is made. If you wait days or weeks, the donor's excitement may fade. By catching them in the moment, however, you increase the likelihood that they will take the extra minute to submit a match request to their employer.
Incorporating Direct Mail (with a Digital Twist!)
While digital marketing is popular, direct mail still has value, particularly for matching gifts. For example, a physical postcard has a longer lifespan than a digital message. It sits on a desk or a fridge, serving as a tangible reminder. The trick is to connect that physical piece of mail back to your digital fundraising tools for the best results.
Using QR Codes
Bridge the gap between paper and screen by adding a QR code to your mailers that links directly to your institution’s matching gift webpage.
Place a scannable code on your donation reply cards or thank-you notes. Label it clearly with a call to action like, "Scan here to see if your company matches gifts."
Dedicated Inserts
Try including a small insert in your appeal packages that focuses solely on matching gifts. It does not need to be complicated. A simple card listing the top matching employers in your alumni network is very effective. If an alumnus sees their company listed, they will instantly know they are eligible to give more without re-opening their wallet.
Leveraging Matching Gift Month Efforts
February is widely recognized within the fundraising sphere as Matching Gift Month. Dedicating a specific time of year to matching gifts lets you run a focused campaign that educates your entire alumni base at once.
Create Urgency
Build a campaign that encourages alumni to submit their match requests before the end of the month. You can set a goal, such as "100 Matched Gifts in 30 Days." This creates a shared sense of purpose. Throughout the month, share progress updates to keep the momentum going.
Educational Content Series
Use this month to answer common questions related to corporate matching. You might release a short video series or a set of infographics explaining how easy the process is. After all, many donors assume matching gifts require complex paperwork or other time-consuming steps. Use this dedicated month to show them that with modern fundraising software, it often takes just a few clicks.
Get inspired! Learn about the engaging Matching Gift Month campaign from Lehigh University here.
Planning Events and Reunion Integrations
Alumni events are built on connection. Whether it is a homecoming tailgate or a regional mixer, you have a captive audience ready to engage. These in-person interactions are excellent opportunities to mention matching gifts in a natural way.
On-Site Search Stations
If you have a check-in table, set up a tablet with your matching gift search tool ready to go. As alumni arrive or make a donation, ask, "Do you know if your company matches gifts?" If they are unsure, offer to look it up right then and there. This personal assistance removes barriers for the donor.
Event Collateral
Include matching gift messaging on printed programs, table tents, event tickets, or even post-event outreach. A short blurb like "Double your impact; ask us how!" can spark intense interest. You can also ask speakers to mention how matching gifts helped fund the event or a specific scholarship during their opening remarks.
Optimizing Website and Alumni Portal Content
Your website is the central hub for all fundraising activities. However, matching gift details are often buried on hard-to-find pages. To drive results, you must make this information prominent and accessible to all.
Navigation Visibility
Add a "Matching Gifts" link to your main navigation menu or website footer, ideally as visible as your primary "Donate" button. This ensures that any visitor curious about workplace giving can find answers without too much digging.
The Donation Page Strategy
The most critical part of your site is the donation form (and/or gift confirmation screen). This is the page donors see during or immediately after giving. At this moment, they are largely engaged and feeling generous. Capitalize on this by embedding a matching gift database directly within the donation process.
Here’s an example from Duke School:
Using an integrated fundraising tool here (like Almabase and Double the Donation) allows donors to check their eligibility and access the correct forms instantly, right when motivation is highest.
Proactively marketing matching gifts to alumni requires thinking beyond the standard newsletter. While email is a useful tool, it should not be your only promotional method. By implementing the tips highlighted above, you create a robust ecosystem that constantly reminds donors of their potential impact.
The goal is to simplify the process for your alumni. When you remove obstacles and remind them of their corporate match eligibility, you unlock a significant revenue stream. Pick one of these new channels to test this quarter, and you’ll see your engagement and funding grow.
About the Author
Adam Weinger is the President of Double the Donation, the leading provider of matching gift and workplace giving tools to nonprofit organizations and educational institutions.
Adam created Double the Donation to help nonprofits and schools increase their annual revenue through workplace giving programs and broader corporate philanthropy.
Alumni relations professionals understand the challenges of continuous engagement. You send a thoughtful newsletter, but the open rates plateau. You know your graduates care about their alma mater, but their inboxes are overflowing. When it comes to corporate matching gifts, relying solely on email often means leaving revenue on the table. Many of your alumni work for companies that would gladly double their donations, but they are simply unaware that the programs exist.
To fix this, you must diversify your approach. You need a multi-channel strategy that weaves awareness of matching gifts into the daily lives of your alumni network. By utilizing the right fundraising software and implementing some creative tactics, you can market matching gifts through channels that actually capture attention.
In this guide, we will cover some of our top-suggested strategies:
- Social Media Spotlights
- Text Messaging (SMS) Campaigns
- Direct Mail (with a Digital Twist!)
- Matching Gift Month Efforts
- Events and Reunion Integrations
- Website and Alumni Portal Content
Ready to get started? Let's look at how you can broaden your reach and secure more matched dollars for your school without sending another generic email.
Implementing Social Media Spotlights
Social media is where your alumni go to network, share life updates, and stay in touch with classmates. It is the perfect environment to remind them about corporate matching gifts. Each platform has a unique vibe, so you should adjust your message to fit the audience on each channel.
LinkedIn for Professional Focus
LinkedIn is ideal for career-centric content. Since matching gifts are a corporate benefit, this platform is a natural fit. You can post about the top-matching-gift employers among your alumni. For instance, share a graphic celebrating that "50 alumni from Google matched their gifts this year!" This appeals to professional pride and prompts others at similar companies to check their eligibility.
Facebook and Instagram for Visuals
On Facebook and Instagram, visuals drive engagement. Share graphics that clearly show the impact of a matched gift. A side-by-side image comparing "One Book" versus "Two Books" illustrates the power of doubling a donation.
You can also use "Stories" to run polls asking, "Did you know your employer might match your gift?" This interactive approach educates donors while boosting engagement rates.
Did You Know? According to Double the Donation's matching gift statistics, an estimated $4 to $7 billion in matching gift funds goes unclaimed every year. Using social media to spread the word can help your institution capture its share of that funding.
Utilizing Text Messaging (SMS) Campaigns
Text messages boast incredibly high open rates compared to email. Most people read a text within just a few minutes of receiving it, making SMS a strong choice for urgent appeals or quick follow-ups regarding matching gift opportunities.
Brief and Actionable Snippets
When sending a fundraising text, brevity is key. You do not have room for long paragraphs. Get straight to the point. A text might read, "Thanks for your gift, [Name]! Check if your company will double it here:" followed by a direct link to your matching gift search tool.
Timing is Everything
The best time to send a text is immediately after a donation is made. If you wait days or weeks, the donor's excitement may fade. By catching them in the moment, however, you increase the likelihood that they will take the extra minute to submit a match request to their employer.
Incorporating Direct Mail (with a Digital Twist!)
While digital marketing is popular, direct mail still has value, particularly for matching gifts. For example, a physical postcard has a longer lifespan than a digital message. It sits on a desk or a fridge, serving as a tangible reminder. The trick is to connect that physical piece of mail back to your digital fundraising tools for the best results.
Using QR Codes
Bridge the gap between paper and screen by adding a QR code to your mailers that links directly to your institution’s matching gift webpage.
Place a scannable code on your donation reply cards or thank-you notes. Label it clearly with a call to action like, "Scan here to see if your company matches gifts."
Dedicated Inserts
Try including a small insert in your appeal packages that focuses solely on matching gifts. It does not need to be complicated. A simple card listing the top matching employers in your alumni network is very effective. If an alumnus sees their company listed, they will instantly know they are eligible to give more without re-opening their wallet.
Leveraging Matching Gift Month Efforts
February is widely recognized within the fundraising sphere as Matching Gift Month. Dedicating a specific time of year to matching gifts lets you run a focused campaign that educates your entire alumni base at once.
Create Urgency
Build a campaign that encourages alumni to submit their match requests before the end of the month. You can set a goal, such as "100 Matched Gifts in 30 Days." This creates a shared sense of purpose. Throughout the month, share progress updates to keep the momentum going.
Educational Content Series
Use this month to answer common questions related to corporate matching. You might release a short video series or a set of infographics explaining how easy the process is. After all, many donors assume matching gifts require complex paperwork or other time-consuming steps. Use this dedicated month to show them that with modern fundraising software, it often takes just a few clicks.
Get inspired! Learn about the engaging Matching Gift Month campaign from Lehigh University here.
Planning Events and Reunion Integrations
Alumni events are built on connection. Whether it is a homecoming tailgate or a regional mixer, you have a captive audience ready to engage. These in-person interactions are excellent opportunities to mention matching gifts in a natural way.
On-Site Search Stations
If you have a check-in table, set up a tablet with your matching gift search tool ready to go. As alumni arrive or make a donation, ask, "Do you know if your company matches gifts?" If they are unsure, offer to look it up right then and there. This personal assistance removes barriers for the donor.
Event Collateral
Include matching gift messaging on printed programs, table tents, event tickets, or even post-event outreach. A short blurb like "Double your impact; ask us how!" can spark intense interest. You can also ask speakers to mention how matching gifts helped fund the event or a specific scholarship during their opening remarks.
Optimizing Website and Alumni Portal Content
Your website is the central hub for all fundraising activities. However, matching gift details are often buried on hard-to-find pages. To drive results, you must make this information prominent and accessible to all.
Navigation Visibility
Add a "Matching Gifts" link to your main navigation menu or website footer, ideally as visible as your primary "Donate" button. This ensures that any visitor curious about workplace giving can find answers without too much digging.
The Donation Page Strategy
The most critical part of your site is the donation form (and/or gift confirmation screen). This is the page donors see during or immediately after giving. At this moment, they are largely engaged and feeling generous. Capitalize on this by embedding a matching gift database directly within the donation process.
Here’s an example from Duke School:
Using an integrated fundraising tool here (like Almabase and Double the Donation) allows donors to check their eligibility and access the correct forms instantly, right when motivation is highest.
Proactively marketing matching gifts to alumni requires thinking beyond the standard newsletter. While email is a useful tool, it should not be your only promotional method. By implementing the tips highlighted above, you create a robust ecosystem that constantly reminds donors of their potential impact.
The goal is to simplify the process for your alumni. When you remove obstacles and remind them of their corporate match eligibility, you unlock a significant revenue stream. Pick one of these new channels to test this quarter, and you’ll see your engagement and funding grow.
About the Author
Adam Weinger is the President of Double the Donation, the leading provider of matching gift and workplace giving tools to nonprofit organizations and educational institutions.
Adam created Double the Donation to help nonprofits and schools increase their annual revenue through workplace giving programs and broader corporate philanthropy.
Blackbaud, the leading provider of software for powering social impact, and Almabase, the digital-first alumni engagement solution, have announced the expansion of their partnership to the education sectors of Canada and the United Kingdom. The partnership will provide institutions with a modern, digital-first solution to improve constituent data, drive self-serve engagement, and boost event participation.
A Unified Vision
The partnership aligns with Blackbaud’s commitment to customer-centric innovation across digital engagement, Advancement CRM, and financials.
“Partners bring integrated capabilities that extend capabilities and outcomes for Blackbaud customers. We are thrilled that Almabase’s offering, integrated with Blackbaud Raiser’s Edge NXT® and leveraging Blackbaud’s best-in-class payment solution, Blackbaud Merchant Services™, is now available to even more of our customers around the world.”
- Liz Price, Sr. Director of Global Partners at Blackbaud
