Donor behavior shifts throughout the year, but the weeks leading into the holidays always bring a noticeable rise in generosity. It’s also the moment when many institutions start thinking about how Giving Tuesday matching donations can amplify that momentum and help reconnect with supporters who are ready to make a meaningful year-end contribution and gently encourage renewed engagement to turn one-time donors into long-term supporters.

This is also when the value of a matching donation becomes clearer to donors. GivingTuesday gives you a natural opening to talk about GivingTuesday matching funds, show how they work, and offer easy ways for supporters to submit a GivingTuesday donation match. With some early planning, budget reviews, message alignment, and timing, you can plan your GivingTuesday finances wisely and make the process feel organized rather than rushed.

‍

Today, we’ll explore how to maximise matching donations by setting up a workflow that’s simple for both your team and your donors. You’ll learn how to surface matching opportunities earlier, communicate them more clearly, and remove small barriers that often stop donors from completing a match. With the right steps in place, you can double alumni impact and ensure that every match-eligible gift has a better chance of being completed on GivingTuesday.

When is Giving Tuesday 2025?

GivingTuesday typically falls on the first Tuesday after Thanksgiving, marking the start of the year-end giving rush. This year, it falls on December 2, 2025. Over the years, participation has continued to grow globally, with more institutions using the day to highlight community impact, broaden donor engagement, and strengthen year-end fundraising efforts. 

What Are Matching Donations (and Why They Matter)

Corporate matching donations are programs where an employer matches the charitable gifts their employees make. The mechanics are simple-  an employee donates, and the company contributes a second gift. In most cases, companies offer a 1:1 match, but many go further with 2:1 or even 3:1 programs, volunteer hour matches, or special giving-day matches for causes their workforce cares about. But despite how simple the process can be, it’s still one of the most overlooked opportunities in fundraising. Each year, an estimated $4–7 billion in matching gift funds goes unclaimed because many donors either don’t know they’re eligible or never complete the match request.

Educational institutions are especially well-positioned to benefit from these programs. Alumni networks span a wide range of industries, including many companies with strong matching-gift policies. Colleges and universities also tend to have clearer communication channels like email, advancement portals, reunions, and GivingTuesday campaigns, where they can regularly surface reminders about matching. Because alumni already feel a connection to their institution, they’re more likely to take the extra step of submitting a match when the process is explained clearly. All of this makes matching gifts a natural fit for education-based fundraising.

How to Maximize Matching Gifts on GivingTuesday ( Step-by-Step)

Here’s a step-by-step guide based on what we’ve seen work consistently well for institutions of all sizes- 

1. Start by laying out a clear blueprint for this year’s campaign

Before anything else, map out how you want this year’s GivingTuesday matching-gift plan to run. Outline your core messages, identify which donor groups you’ll focus on, plan your pre-launch timeline, and decide where matching gifts will appear across your channels. A simple shared document helps everyone stay aligned and reduces last-minute stress.

2. Get your data in order and match-eligible donors early

A strong GivingTuesday plan always begins with clean, usable data. Update employer information, fix old records, and tag donors who have submitted matches in the past. Using a CRM like Raiser’s Edge NXT or an integrated platform like Almabase makes this much easier. These tools help you automate employment updates, segment donors based on match-friendly employers, and quickly build lists of supporters who are most likely to complete a match. When you’ve identified these groups in advance, your outreach becomes more focused and more effective.

3. Focus on compelling storytelling

In every successful GivingTuesday campaign I’ve worked on, the turning point has been a strong story. Donors respond when they can see a real person, a real moment, or a real outcome tied to their gift. Instead of trying to communicate multiple impact areas at once, choose one powerful story to carry the message.

This could be a student whose scholarship eased a financial burden, a family supported through an emergency fund, or a program that grew because donors stepped in at the right time. Keep the format simple: a short video filmed on a phone, a quote that feels honest, or a before-and-after snapshot that shows progress.

The goal is to help donors understand why their matched gift matters. When they can clearly imagine the difference their support makes and how matching gifts amplify that impact, they feel more connected to the cause and are more likely to take the extra step to complete a match request.

4. Set a clear, attainable goal 

A well-defined goal gives your GivingTuesday plan structure and helps donors understand what they’re contributing to. Instead of announcing a broad target like “Help us raise more this year,” break it down into something achievable and measurable: a certain number of matched gifts, unlocking a board-sponsored match pool, or reaching a milestone within a specific time window.

You can also design smaller “momentum goals” throughout the day, such as unlocking a departmental match during a two-hour window or hitting 50 matched gifts before noon. These micro-milestones work incredibly well because they keep the energy steady instead of saving all excitement for the final hour.

As the day progresses, share updates through email, social media, and your campaign page. Even simple posts like “30 more matched gifts will unlock the next $5,000 in matching funds” help supporters feel like they’re part of something active and time-sensitive.

‍

5. Create one reliable spot that explains matching gifts and encourages participation

Donors are more likely to act when information is easy to find and easy to understand. A dedicated matching-gift section on your GivingTuesday page removes friction and keeps instructions consistent across channels.

This section should include:

• a searchable employer tool or a list of major employers known to match
• 2–3 simple steps to submit a match request
• a short video or visual explaining how matching works
• FAQs addressing common concerns (processing times, deadlines, documentation)
• a brief reminder about why matching matters to your institution
  

You can also highlight examples from previous years, like “120 donors submitted match requests last year,” or “Top matching companies from our alumni community.”

When this page becomes the single source of truth, your team doesn’t have to answer the same questions repeatedly, and donors feel more confident engaging with the process.

6. Involve your board, ambassadors, and volunteers to widen your reach

From experience, some of the most successful campaigns come from institutions that treat their board, ambassadors, and volunteers as active partners instead of passive supporters.

Here’s how they can meaningfully support your matching-gift efforts:

• Board members can help by lending their voice and networks. A short message from a board member adds credibility and reaches audiences your regular communication may not. 
• Alumni ambassadors can share personal social media posts explaining why they give and encourage coworkers, especially those at match-active companies, to get involved.
• Volunteers can help with behind-the-scenes tasks like responding to comments, directing donors to your matching-gift page, or posting reminders in campus groups.
• Student groups can record quick videos or host a short livestream talking about the impact of GivingTuesday, making the campaign feel more community-driven.
  

Personal voices create credibility that institutional messaging alone can’t match. When donors see familiar names cheering on the campaign, engagement rises naturally, and match questions get answered faster because the information circulates more widely. 

7. Use social media intentionally to keep the campaign active

Social works best when updates feel real and in-the-moment. Institutions that maintain steady visibility tend to see higher engagement and more match participation. A few simple tactics go a long way:

• Go live for quick updates
  A short livestream of two to five minutes is enough. Show progress, introduce a student ambassador, or give a behind-the-scenes look at your campaign hub. These moments make the day feel real, not scheduled.
• ‍Use Facebook and Instagram stories to build momentum
  Stories are great for hourly check-ins, quick shoutouts, and reminders to check employer match eligibility. Post short updates like “25 matched gifts unlocked this hour” or “We’re halfway to our goal.” Visuals help donors understand where you stand without reading long captions.‍
• Use LinkedIn for employer-focused messaging
  Highlight companies that are known for matching gifts, tag alumni who work there, or share a short post about how matching programs multiply impact. LinkedIn audiences expect professional, workplace-related content, so this fits naturally.‍
• Post short student or staff videos
  A 20–30 second clip of a student saying why GivingTuesday matters to them feels personal and encourages donors to participate in a match. It doesn’t need to be overly produced; sincerity is more effective.‍
• Respond to comments and questions quickly
  When donors ask about match eligibility or where to give, a fast response helps remove hesitation. Real-time support on Facebook or Instagram can move someone from “I’ll do it later” to giving immediately.‍
• Spotlight supporters throughout the day
  Celebrate when a donor submits a match or when an employer has multiple matched gifts. These acknowledgements help others feel encouraged to act.

These light-touch moments help donors feel connected and remind them to check their match eligibility throughout the day.

8. Make giving simple and quick

A smooth donation experience makes a big difference. Make sure your donation page is mobile-friendly, quick to load, and simple to complete. Add a small reminder like “See if your employer matches your gift” and, if possible, include a searchable employer field right on the page. When giving feels easy, match participation naturally increases.

9. Automate follow-ups to help donors complete their matching gift

A well-timed follow-up is one of the easiest ways to increase completed match requests, and automation makes this effortless. After someone gives, set up an automatic email that reminds them to check their employer’s matching-gift program and submit the required form. When platforms like Almabase sync donor and employment data from NXT, these reminders can be personalized so donors only receive the guidance that’s relevant to them.

This small automation helps capture match dollars that often get forgotten, and it saves your team the time they would otherwise spend sending reminders manually.

10. Acknowledge your donors 

A prompt, sincere thank-you helps donors feel seen. Whether it’s a short email, a quick video, or a note from a student, appreciation that feels personal goes a long way. Keep communication clear and transparent so donors know how their gifts are being stewarded.  Recognizing the impact of their gift and the potential match sets a positive tone for future engagement. When people feel valued and see the outcomes of their generosity, they stay engaged, trust your institution more deeply, and are far more likely to give again.

Tools to Simplify Matching Gift Management

If you’re looking to simplify how your team tracks and manages matching gifts, the right tools make a noticeable difference. Integrations with platforms you already use can automate much of the work that would otherwise take hours.

When you connect Blackbaud with Almabase, donor identification and segmentation become much easier. Almabase can pull donor data directly from Blackbaud NXT, keep it up to date, and automatically group donors based on factors such as employment information, past giving, or potential match eligibility.

This means your team isn’t digging through spreadsheets or sending generic reminders. You can reach the right donors with clear, timely communication while letting the systems handle the heavy lifting in the background. A small investment in the right software often results in more completed matches and a much smoother experience for both staff and supporters.

Tying it together

A strong matching-gift strategy can make your GivingTuesday campaign more organized, more predictable, and easier for your team to manage. Institutions that plan well usually begin by getting their data in order, identifying where matches are most likely to come from, and making the steps clear for donors from the start. Keeping matching gifts visible throughout the campaign also helps maintain momentum and reduces confusion later.

What often gets overlooked is how much these campaigns teach you. GivingTuesday reveals patterns, who engages early, who responds to match prompts, where communication feels strong, and where your team might need better tools. Treating the campaign as a learning moment helps you shape a smarter, more donor-friendly approach for the future.

If you’re looking to make matching gifts easier to manage, give us a shout or book a demo with us and  our team can help you figure out the best way to use Almabase for your goals.

‍

About the author

‍Sharada is a freelance blogger and communication trainer who loves exploring the intersection of education and training. When not working, she enjoys reading and dabbling in calligraphy.

‍