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.