Don’t Let the Match Be the Best-Kept Secret in Your Fundraising Campaign
Don’t Let the Match Be the Best-Kept Secret in Your Fundraising Campaign
A matching gift opportunity can make a donor’s contribution go further—but only if donors know the opportunity exists.
That makes communication an important part of any matching gift strategy.
Whether the match comes from an employer, corporate partner, foundation, or major donor, nonprofits should think beyond simply mentioning it once. The opportunity can become part of the campaign message across direct mail, email, social media, and the donation experience.
The key is making the opportunity easy to understand and easy to act on.
Instead of burying matching gift information at the bottom of an email or donation page, consider where donors are most likely to see it. Explain what the match means, whether there is a deadline, and what steps—if any—the donor needs to take.
Timing matters, too. A limited-time match can add urgency to a campaign, while employer matching programs may require ongoing education and reminders because donors may not realize their gifts are eligible.
And the communication shouldn’t end after the donation.
Follow-up messages can remind eligible donors to complete a matching-gift request, thank supporters, and show how the additional funds contribute to the organization’s mission. The key is to reduce friction and help donors understand eligibility and next steps.
A matching gift is more than an additional source of revenue. It’s another opportunity to show donors how their support can go further.
The match may already exist. The question is: are you communicating it effectively?
Ready to make your next campaign work harder?
SM Marketing can help you integrate matching gift opportunities into your fundraising communications—from messaging and direct mail to digital strategy and campaign execution.
Let’s build a campaign that makes every opportunity count.
