Matching Gifts 101: How to Double Your Nonprofit’s Fundraising Revenue

Written by Double the Donation

Every year, an estimated $4 to $7 billion in matching gift funds go unclaimed — a substantial sum that could be fueling mission-driven work across nonprofits, schools, and charitable organizations. Despite this massive pool of untapped potential, many fundraising teams have yet to prioritize matching gifts or aren’t sure where to start.

In this post, we’ll break down the basics of matching gifts, explore why they’re one of the most overlooked revenue streams in fundraising, and show you how to implement a matching gift strategy that could double your fundraising revenue with minimal additional effort. By the end, you’ll not only understand the incredible potential behind matching gifts for your nonprofit but also walk away with practical tips to start maximizing this opportunity today.

Let’s dive in and unlock the hidden revenue waiting in your donor base!

What Are Matching Gifts?

Matching gifts are a type of corporate giving program that allow donors to significantly increase the impact of their charitable contributions without reaching back into their own wallets. In other words, matching gifts occur when a donor’s employer matches their donation to a qualified nonprofit organization, effectively doubling (or even tripling!) the original gift.

This benefit isn’t limited to a specific kind of nonprofit. In fact, most 501(c)(3) organizations are eligible, including health and human services organizations, environmental groups, education and youth programs, and arts and cultural institutions like museums, theaters, and symphonies. If you run a registered nonprofit, there’s a good chance many of your donors’ employers offer matching gift programs; you just need to help them tap into it.

How Do Matching Gifts Work?

The matching gift process is simple! While it can vary by company, here’s an overview of how it typically works:

1. A donor makes a gift to your nonprofit either online, by mail, or during an event.
2. The donor checks their employer’s matching gift policy either through your nonprofit’s website (if you provide a matching gift search tool), their HR department, or a dedicated company portal.
3. The donor submits a matching gift request to their employer, usually through an online form or paper application. This includes details like donation amount, nonprofit name, and proof of the donation (like a receipt).
4. The employer reviews the request and confirms the donation with your organization.
5. The company issues a matching donation — which doubles (or sometimes triples) the original gift at no extra cost to the donor.

By making this pathway as clear and accessible as possible, your organization can help supporters follow through and unlock additional funding. With just a few simple steps, a single donation can have double the impact, making every gift go further for your mission!

Standard Policies & Guidelines

Each company’s matching gift program has unique terms. However, there are a few common elements that most employers’ programs encompass. These include the following:

• Match Ratios: The most common match ratio is 1:1, meaning the company matches the full amount of the employee’s donation. Some companies offer 2:1 or even 3:1 matches, multiplying the impact even further.
• Minimum and Maximum Amounts: Companies often set a minimum donation (typically $25) and a maximum match cap (ranging from $500 to $10,000 or more annually).
• Eligibility Requirements: These can include the type of nonprofit (most 501(c)(3) organizations are eligible), donation date, and the employment status of the donor (full-time, part-time, or retiree).
• Qualifying Gifts: Most individual donations qualify, but some companies will also match event fundraising, membership dues, recurring gifts, and more.

Important note: Donors can find this information through their employer’s HR department or by using a matching gift database that your organization can provide.

By understanding these policies and guiding your supporters through the process, your nonprofit can unlock a powerful, scalable source of revenue. And, in doing so, this will make it easier for your donors to increase their impact without spending more.

Why Do Matching Gifts Matter?

Matching gifts are much more than just something nice to have. They’re a powerful, strategic tool that can significantly boost your organization’s success.

Here are three reasons why matching gifts deserve a central place in your fundraising strategy:

1. Revenue Potential: Double the Impact Without Doubling the Ask

The most immediate and obvious benefit of matching gifts is financial. Every eligible donation has the potential to be doubled — or more — at no extra cost to the donor. 

For example, if your organization receives $100,000 in donations and just 10% of those are matched, that’s still an extra $10,000 in funding. That’s money that could support your programs, outreach, or operations!

2. Donor Motivation: Boost Giving & Loyalty

Matching gifts also influence how individuals give since doing so helps drive donor engagement. When supporters know their gift will be matched, they’re more likely to…

• Follow through on donations: Matching gift promotions can improve conversion rates, encouraging prospective donors to finalize their gifts.
• Increase their donation amount: Studies show that donors are more inclined to give larger gifts when they know their contribution will be doubled.
• Stick around longer: When donors see their contributions being matched by their company, they often feel a deeper sense of value and involvement with your organization, which can lead to improved donor retention and engagement.

In other words, matching gifts not only help you raise more money — they help you build stronger, longer-lasting relationships with your supporters.

3. Corporate Partnerships: Gateway to Deeper Engagement

Promoting matching gifts can also be the first step toward building broader corporate partnerships. When companies see that their employees are supporting a particular nonprofit and taking advantage of their matching gift program, it can spark interest in additional support opportunities, such as:

• Employee volunteer programs or volunteer grants
• Payroll giving programs
• Sponsorships for events or campaigns
• In-kind donations of goods or services
• Corporate grants and philanthropic partnerships

These deeper relationships can offer sustained value far beyond a one-time match, helping your organization build a diversified and more resilient funding base.

How to Overcome Common Matching Gift Challenges

While the benefits of matching gifts are clear, many nonprofits run into a few common roadblocks that prevent them from fully capitalizing on this opportunity. The good news? Each challenge has a practical, scalable solution. With the right tools and strategy, you can overcome these hurdles and unlock more revenue with less effort.

Challenge #1: Lack of Donor Awareness

Many donors simply don’t know that their employers offer matching gift programs or that their donations might qualify. Without that knowledge, they never take the next step to initiate a match.

The Solution: Education is key. Start by incorporating matching gift messaging across your donor touch points, such as thank-you emails, donation confirmation pages, newsletters, and social media posts. Highlight the ease and impact of matching gifts. Better yet, embed a matching gift search tool on your donation page so donors can quickly check if their employer participates as they give. When supporters know about the opportunity and understand its value, they’re far more likely to act on it.

Challenge #2: Complex Submission Processes

Every company has its own matching gift policy, with unique steps, portals, and requirements. Navigating these variations can be time-consuming for donors and for your team.

The Solution: Let technology do the heavy lifting! Matching gift software can streamline the process by automatically identifying eligible donations, providing donors with step-by-step instructions, and pre-filling forms when possible. These platforms take the guesswork out of matching gifts, making it easier for donors to submit their requests as well as for your team to track and follow up efficiently. Plus, with the right CRM, this software can be integrated into your current workflow.

Challenge #3: Limited Staff Resources

Nonprofits often operate with small teams and limited bandwidth. Adding one more task (like managing a matching gift program) can feel overwhelming without the additional support.

The Solution: Automate where you can. Many matching gift platforms integrate directly with your existing fundraising tools, empowering you with streamlined follow-up emails, eligibility checks, and reporting efforts. Once set up, these systems work in the background, requiring minimal manual input while consistently driving additional revenue. It’s a smart way to scale your efforts so your team can focus on other aspects of your organization.

Best Practices for Promoting Matching Gifts Effectively

The key to success is marketing matching gifts; or making the opportunity visible, easy, and integrated into your overall fundraising strategy. Here are some strategies to help you maximize their potential.

1. Website Integration

Your website is your nonprofit’s digital home, so it’s the perfect place to start spreading the word. Add a matching gift search tool or plugin to your donation page, a “Ways to Give” page, or dedicated Matching Gifts page on your website. These interactive tools allow donors to search their employer’s name and instantly see whether a matching program is available, including eligibility details and how to apply.

2. Email Marketing

Email is a powerful channel for reinforcing the matching gift message, especially immediately after someone gives you a donation. Here are some key types of emails where you should include mention of matching gifts:

• Donation Confirmations: Include a prompt and direct link to your matching gift tool immediately after someone donates to your nonprofit.
• Thank-You Emails: Sending a sincere thank-you message is also the perfect time to encourage a matching gift from their employer, reinforcing the donor’s impact and providing clear next steps to make it happen.
• Dedicated Campaigns: Send periodic emails highlighting your matching gift opportunities, especially during major fundraising seasons or end-of-year giving.

Pro tip: You can even personalize your messages with the donor’s employer (if known) to increase engagement.

3. Social Media

Social media is an effective way to reach a broader audience and educate supporters about matching gifts in a more engaging, casual tone. For the best results, consider sharing content such as quick facts or stats (e.g., “Did you know your $50 donation could become $100 with a match?”), how-to videos or infographics explaining the matching gift process, and real donor stories showcasing matched gifts in action. You can also use social media ads to target potential donors and remind them to check if their employer offers a matching gift program. 

4. Events

Try incorporating matching gift promotions into your live and virtual fundraising events, such as galas, giving days, and more. Mention it during speeches, in printed materials, and on registration pages. Reinforce your matching gift appeal with a clear call to action and instructions on how to match your gift.

5. Donation Forms

When is the best time to introduce matching gifts? At the moment when the donor is already giving! Add a short message and an optional search field directly to your donation form. This makes it easy for donors to identify match eligibility in the moment, and increases the likelihood that they’ll follow through afterward.

Unlock the Power of Matching Gifts with Leap & Double the Donation

Matching gifts represent one of the most effective ways to boost your fundraising revenue without asking donors to give more. With billions of dollars in matching funds left unclaimed each year, the opportunity is too valuable to ignore.

Luckily, when you use Leap’s patron management solution, you can easily tap into the power of Double the Donation⁠ — one of Leap’s partners for arts organizations. Ready to get started? Request a demo with Double the Donation today to learn more about their gift matching software, and don’t forget to mention that you use Leap’s fundraising tools!