Discover how matching gifts transform one-time donors into lifelong supporters. Learn strategies to maximize retention for schools and nonprofits alike.
Published:
November 7, 2025
Updated:
Summary
• Make matching gifts effortless for your donors: Actively promote matching gift opportunities on all your giving platforms and simplify the submission process to easily boost donor participation.
• Boost donor retention and engagement: When donors see their impact doubled, it creates a powerful connection and encourages them to become repeat givers, strengthening their long-term loyalty to your institution.
• Turn one-time givers into lifelong supporters: Personalize your communications by showing donors the tangible impact of their matched gifts to reinforce their connection and inspire future support.
• Maximize your fundraising impact without asking donors for more: Matching gifts offer a smart way to increase your campaign revenue by doubling contributions and expanding your donor reach, all while respecting donor budgets.
• Make matching gifts a regular part of your strategy: Integrate reminders into all your regular communications and explore corporate partnerships to spread awareness and encourage even more giving among your community.
• Track your matching gift efforts for smarter strategy: Monitor participation rates and analyze donor behavior to continuously refine your outreach and engagement tactics, building a robust foundation of support.
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:
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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:
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.
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.
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.
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.
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.
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:
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.
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.
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.
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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!
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:
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.
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.
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.
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:
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.
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:
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.
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:
…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.
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.
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:
This not only drives more matching donations but also deepens your relationship with the company—a win-win on all fronts.
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.
You can’t improve what you don’t measure. Therefore, try tracking key metrics related to matching gifts, such as:
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.
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.
10 Tips for Integrating Matching Gifts into Your Campaigns
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With the fundraising landscape more competitive than ever, universities today are looking for new and innovative ways to engage donors, increase participation, and maximize revenue. Two strategies that have gained significant traction in recent years are crowdfunding and matching gifts. Individually, each has the potential to enhance donor engagement and raise critical funds. But together? They can create a powerful multiplier effect that brings your efforts to new heights.
In this post, we’ll break down what these strategies are, how they work together, and what universities need to know to make the most of both.
In this blog, we’ll cover:
Whether you're part of a development office, a faculty member leading a campaign, or a student organization hoping to raise support, understanding how to combine crowdfunding with employer matching gifts is essential. Read on to find out how you can do so!
Unlike traditional fundraising campaigns that rely heavily on major gifts, crowdfunding leverages the collective power of many small-dollar donations—typically from students, alumni, parents, faculty, and friends—to reach a targeted goal. It’s fast-paced, digital-first, and deeply community-driven.
Crowdfunding in a university context generally involves launching time-bound, project-specific fundraising campaigns through online platforms. These campaigns are usually promoted via email, social media, and peer-to-peer outreach, encouraging supporters to give and share within their networks.
Universities use crowdfunding to support a wide variety of initiatives, including:
These campaigns tend to be more successful when they are tied to compelling stories, clear outcomes, and enthusiastic champions, such as student leaders or faculty. All in all, crowdfunding offers several unique advantages for universities:
Corporate matching gifts are one of the most underutilized opportunities in university fundraising, despite their incredible potential to multiply donor impact. When donors give to your institution, many of their employers are willing to match that donation dollar-for-dollar, doubling or sometimes even tripling the original gift. Thousands of companies—ranging from small businesses to Fortune 500 corporations—offer these programs as part of their corporate social responsibility efforts.
In other words, a matching gift is a charitable donation made by a company to match an employee’s contribution to a nonprofit or educational institution. For example, if an alum donates $100 to your university, their employer may contribute an additional $100, effectively doubling the gift at no extra cost to the original donor.
For colleges and universities, matching gifts represent a low-effort, high-reward revenue stream. Here’s why:
Despite the benefits, many institutions fail to maximize matching gift potential. As a result, billions of dollars in matching gifts go unclaimed every year, largely due to a lack of awareness and promotion.
By understanding the mechanics and benefits of corporate matching gifts, universities can take meaningful steps to close the gap and unlock a powerful source of untapped funding.
💡Bonus resource: Read How Higher Ed Leaders Leverage Matching Gifts for Success to gain insights from real university fundraising teams!
On their own, crowdfunding and matching gifts are powerful fundraising tools. When combined strategically, they create a multiplier effect that can significantly boost the results of university campaigns while also enhancing donor engagement and satisfaction.
Here’s what you need to know: Crowdfunding campaigns are built around community engagement and momentum. When donors see their gifts being matched, they’re more likely to give and give more. Matching gifts…
This synergy makes matching gifts a natural complement to crowdfunding efforts. Combining these two strategies is a simple but effective way for universities to raise more money, deepen donor relationships, and make every gift go further.
Successfully integrating crowdfunding and matching gifts into your university’s fundraising requires thoughtful planning, the right tools, and clear communication. Here are some best practices to ensure both elements work seamlessly together and drive maximum results.
One of the biggest obstacles to maximizing matching gifts is simply a lack of awareness—both among donors and university staff. Many alumni, parents, and even employees don’t realize that their employers offer gift-matching programs—or those who do are unsure how to take advantage of them.
For this reason, we recommend:
By educating donors early and often, you’ll not only increase participation but also foster deeper donor engagement. It’s a win-win!
When your crowdfunding platform and matching gift tools work together, the donor experience improves dramatically. For this reason, we recommend selecting a crowdfunding platform that supports seamless matching gift integration. Look for compatibility with tools like Double the Donation and Almabase!
From there, you should be able to embed an employer lookup tool directly into your online crowdfunding forms so donors can easily determine their eligibility as they give. Not to mention, the system should automate post-donation follow-ups with personalized instructions and next steps for the individual’s employer.
The bottom line is this: When your tools communicate effectively, you reduce manual work, increase efficiency, and provide a better donor journey overall.
To build momentum and improve future campaigns,it’s essential to monitor your results and share wins not only in terms of crowdfunding but also matching gift success. Tracking not only helps you evaluate performance but also provides compelling proof points that encourage future participation from donors and corporate partners alike.
Recognition and transparency go a long way in building community, trust, gratitude, and ongoing support. Plus, showcasing results helps reinforce the value of matching gifts for donors.
When implemented strategically, crowdfunding and matching gifts can significantly expand a university’s fundraising potential. Crowdfunding opens doors to broader audiences and grassroots participation while matching gifts offer a unique opportunity to amplify impact at no extra cost to the donor.
By integrating these approaches, educating donors, and leveraging the right technology, universities can unlock new streams of support and make every dollar go further. Now is the time to evaluate your current fundraising strategy and consider how these two powerful tools can work in tandem to elevate your efforts. Good luck!
Crowdfunding & Matching Gifts: What Universities Should Know
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Ho, ho, ho—the holiday season is quickly approaching. Schools like yours are presented with a powerful opportunity to engage supporters amidst a period of heightened generosity and giving, in which alumni are one of the most essential segments to consider.
And it’s the perfect time to increase your matching gift fundraising efforts, too!
But do you have a plan in place to optimize alumni outreach and make the most of your donation match potential as the end of the year draws near? In this blog post, we’ll demonstrate exactly how you can do so by incorporating these tried-and-true practices:
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The end-of-year fundraising season is one of the most lucrative times for colleges, universities, and other educational institutions. A well-thought-out strategy for matching gifts can make your efforts go even further as you prepare your team for the coming year.
Let’s dive in!
Matching gifts often go unclaimed due to a lack of awareness on the part of the donors who unknowingly qualify. Therefore, spreading knowledge of the programs is one of the best ways to increase participation—and it’s a good idea to market the opportunity using all of your favorite donor communication channels.
For example, Double the Donation’s matching gift experts recommend:
Sharing ample matching gift information on your school website. Connect with alumni online by providing substantial information regarding matching gifts on your school’s website. This should include a page dedicated to matching gift opportunities, a section on your “Ways to Give” page, and more. And if you have access to a matching gift database tool, add that widget here as well.
Promoting matching gift opportunities on your social media pages. Regularly share materials that highlight the availability and impact of corporate matching gifts on your institution’s social media profiles—and ramp up your content schedule leading up to the end of the year. Direct followers to the matching gift hub on your website for additional information, and encourage them to look into their own employers’ available programming.
Mentioning matching gifts in all alumni email communications. In the coming weeks, you likely have a plan to send alumni newsletters, fundraising appeals, campaign updates, gift acknowledgments, and more to engage supporters in your year-end efforts. Be sure to include valuable mentions of matching gifts in these communications! Not sure where to start? Check out some sample matching gift blurbs you can leverage in your outreach here.
Alumni already have a significant connection to your cause. They’ve seen firsthand the widespread benefits your institution has on your school community, and that’s why they’re interested in giving back to support your future endeavors.
Ensure you communicate well how matching gift opportunities can produce a tangible impact for your specific fundraising needs. This might include success stories, testimonials, and metrics related to matching gifts.
Consider the following example: “In 2023, our school collected more than $50,000 worth of matching gifts from alumni donors who took the extra step on our behalf. This supplemental funding allowed our team to provide additional scholarships for 10 eager students who are now able to join our school community. One donor shared the following about the experience: ‘I’m so grateful for the opportunity to have my employer DOUBLE my gift to my alma mater. I was feeling generous in the giving season and came to find out that my contribution was able to make an even greater impact for the school I love.’”
During the holiday season, alumni engagement tends to surge, resulting in significant increases in individual giving. To harness this heightened generosity, incorporating matching gift opportunities directly within the donation process goes a long way.
For instance, once an individual completes their donation through the online form and clicks "submit," they can be redirected to a confirmation page that encourages them to explore matching gift possibilities. This approach facilitates a straightforward way to extend their support for your school while retaining the momentum of the initial giving experience.
Top tip: For donors who opt not to complete their match immediately from the gift confirmation screen, your school can trigger post-transaction reminders (ideally within 24 hours of the initial gift) as well!
Did you know that the holiday giving season, which coincides with the end of the calendar year, is also an excellent opportunity to re-engage donors from earlier in the year?
Tons of companies require employees to submit their match requests during the year in which the initial gift was made. That means many matching gift submission windows are set to close in the coming weeks—and that a year-end push can be particularly effective!
Not only does this allow you to secure last-minute matching gift funds, but it also empowers supporters to get involved in your year-end campaign without requiring another donation. For example, an alumnus who last gave in January may still qualify to request a match even if they don’t have the funds to make an additional gift at this time.
A final way to drive matching gift revenue this giving season involves pursuing relationships with companies that may otherwise not match employee gifts. And that is exploring custom (or “one-off”) matching gift partnerships.
In order to do so, begin by identifying and reaching out to corporations whose values align with your school's mission. It’s great if you have something in common to help get your foot in the door—such as an overlap between your alumni or donors and the company’s employees or even geographic proximity.
Communicate the opportunity to your point of contact at the business, being sure to emphasize the benefits to the company’s employee engagement, public image, and more. Plus, keep in mind that your alumni or other existing donors can be some of your greatest advocates in this process. Encourage supporters to pitch the idea to their employers, facilitate a warm introduction for your institution, or help guide the company through the program development process.
Not to mention, the end-of-year holiday season is an excellent chance to pursue these types of partnerships. After all, it’s not just your donors who tend to experience an elevated giving spirit—their employers may be, too
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As you begin crafting your end-of-year appeals, don’t let corporate matching donations fall by the wayside. Securing matching gifts during the holiday giving season enables your school to make the most of incoming funds, re-engage previous donors, bankroll important initiatives, support your student community, and enhance alumni relations.
By equipping your development team with the right tools to streamline and advance your efforts (such as the Almabase + Double the Donation matching gifts integration), you can do more to pursue corporate matching opportunities while requiring less time and resources.
Adam Weinger is the President of Double the Donation, the leading provider of matching gift tools to nonprofit organizations and educational institutions. Adam created Double the Donation in order to help nonprofits increase their annual revenue through corporate matching gift and volunteer grant programs.
Securing Matching Gifts From Alumni This Holiday Season
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