Find out how to maximize a matching donation challenge as we walk through our top tips, tricks, and tools. Let\u2019s get started.<\/p>\n
What Is a Matching Donation Challenge?<\/h2>\n
A matching donation challenge is a type of fundraiser (or a specific initiative within a larger campaign) where a donor pledges to match gifts up to a certain amount for a specific organization, typically at a dollar-for-dollar rate.<\/p>\n
These commitments are often for a specific time or a predetermined amount, generating a sense of urgency essential for the challenge’s success. For example, a donor may pledge to match every dollar donated up to $10,000 or every dollar contributed in a 24-hour window, doubling the impact of every donation.<\/p>\n
Top Benefits of Matching Donation Challenges<\/h2>\n
The advantages of a matching donation challenge extend far and wide. Considerable benefits of this type of initiative include:<\/p>\n
- \n
- Incentivizing contributions<\/strong>\u00a0when each dollar produces a more significant impact<\/li>\n
- Establishing urgency<\/strong>\u00a0of participation if you reach a lull in your campaign<\/li>\n
- Inspiring action<\/strong>\u00a0among on-the-fence supporters<\/li>\n
- Providing a last-minute boost<\/strong>\u00a0to get your fundraiser across the finish line<\/li>\n
- Increasing gift conversion rates<\/strong>\u00a0and average donation sizes<\/li>\n
- Offering additional funding<\/strong>\u00a0for your cause in the form of the provided match<\/li>\n<\/ul>\n
By amplifying the value of donations to your cause, a matching challenge might be exactly what you need to bring your fundraising strategy to the next level. Knowing that their gifts will go even further for a cause they care about can motivate donors to give\u2060\u2014and to give more than they might have otherwise\u2060\u2014thus, boosting the overall fundraising total.<\/p>\n
Research from\u00a0<\/span>Double the Donation<\/a>\u00a0indicates that 84% of donors are more likely to donate if offered a match, leading to a 71% increase in\u00a0<\/span>fundraising<\/span>\u00a0appeal response rate when mentioning a match. Meanwhile, the research also states that 1 in 3 donors would give a larger gift if there\u2019s a match applied, resulting in a 51% increase in the average gift amount.<\/span><\/p>\n
These are\u00a0certainly\u00a0<\/em>advantages that you don\u2019t want your organization to miss out on.<\/p>\n
4 Ways to Locate a Matching Donor<\/h2>\n
A matching donation challenge encourages a donor(s) to pledge a significant amount of money to your fundraising campaign. From there, you use that individual or group\u2019s contribution to match other incoming gifts dollar for dollar. In doing so, the donor doubles the impact of their gift and motivates others to support the cause as well.<\/p>\n
Identifying your matching donor is a crucial prerequisite for a successful donation-matching campaign. Here are a few critical practices that your team can consider as you explore the possibilities.<\/p>\n
1. Reach Out to a Major Donor<\/h3>\n
Finding an individual matching donor to fund your match will likely require personalized engagement from your organization\u2019s major gifts team or other development staff. It\u2019s essential to let the potential large-gift donor know how you\u2019ll use the money. They may even be more interested when you let them know you\u2019ll use it to encourage additional donations\u2060\u2014and thus, impact\u2060\u2014for the cause.<\/p>\n
If you don\u2019t have a matching challenge donor, look back at your largest donors from last year\u2019s event or campaign and give them a call. You can even pool several mid-level gifts together to create a substantial matching fund.<\/p>\n
2. Crowdfund a Match<\/h3>\n
Speaking of pooling donations to create your match,\u00a0nonprofit crowdfunding<\/a>\u00a0can come in handy.\u00a0 Crowdsource a matching donation from a wide range of low and mid-level donors instead of hunting for one major contribution.<\/p>\n
One powerful example of this idea is Charity Navigator\u2019s $75,000\u00a0match campaign<\/a>.<\/p>\n
![\"Example](\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2015\/11\/unnamed.png\")
\nThe organization told donors the campaign established a matching fund for the organization and ensured that they\u2019d receive ongoing updates concerning how it would use their dollars. And it saw substantial success, providing the organization with the ability to match donations in an upcoming initiative.<\/p>\n
3. Get a Corporation or Foundation on Board<\/h3>\n
Securing donation matches doesn\u2019t just mean individuals. Much like a major donor putting up a matching gift for an organization\u2019s campaign efforts, many companies or foundations will do the same. The key difference here is that instead of a single donor, it\u2019s a group offering the gift.<\/p>\n
If you know where your donors work, a company that employs a significant segment of your supporter base can be an excellent place to start. See if they\u2019d be willing to offer up a major gift to match donations made to your organization within a specific period.<\/p>\n
For example, if you know that 400 of your donors work for The Walt Disney Company, you may contact the company directly to explore a partnership, saying something like this:<\/p>\n
\n\n
\u201cOur organization has received 500 donations and identified $4,000 match-eligible dollars from your company in the past year. We see your dedication to charitable giving, and we seem to have much in common already! Are you interested in sponsoring our upcoming campaign with a\u00a0<\/em><\/span>matching donation<\/em><\/span>\u00a0grant?\u201d<\/em><\/span><\/p>\n\n \n <\/blockquote>\n\n <\/div>\n\n \n
Remember that this type of corporate match would differ from a typical employee match program that you may benefit from already (more on that below). Still, your existing\u00a0matching gift software<\/a>\u00a0can also help you locate this type of\u00a0corporate sponsorship<\/a>\u00a0potential.<\/p>\n
4. Explore Individual Corporate Matching<\/h3>\n
Matching gifts<\/span>\u00a0from individuals tend to differ from a major corporate\u00a0<\/span>donation match<\/span>\u00a0in that employers ultimately match each eligible donor\u2019s contributions\u2014rather than a single company agreeing to match all donations to your cause. Instead of getting your match contributor to agree to a lump-sum donation upfront, supporters request individual corporate matches after they make their donations.<\/span><\/p>\n
One of the key benefits of\u00a0<\/span>individual matching<\/span><\/a>\u00a0is that you can typically apply it on top of an existing\u00a0<\/span>matching challenge grant<\/span>. This allows you and your supporters to triple (or even quadruple!) the value of an individual\u2019s initial gift.<\/span><\/p>\n
After each donor gives to your organization, provide company-specific matching gift guidelines with detailed next steps to simplify the process. Even better,\u00a0leverage a\u00a0<\/strong>matching gift<\/strong>\u00a0database tool to identify match-eligible gifts and activate automated and personalized outreach<\/strong>. When you provide direct links to donors\u2019 employers\u2019 match submission forms this way, you make it quick and easy for donors to participate, encouraging more individuals to complete their matches on your behalf.<\/p>\n
Best Practices for a Successful Matching Donation Challenge<\/h2>\n
Running an impactful matching challenge requires careful planning and execution. Here, we\u2019ll provide a few tried-and-true tips that organizations like yours should follow to ensure maximal success.<\/p>\n
1. Consider Multiple Types of Donation Matches<\/h3>\n
We previously mentioned a few key options to explore when seeking a matching challenge grant provider. And there\u2019s (typically) nothing to say that you can\u2019t combine the various methods to further amplify your fundraising results.<\/p>\n
One of our favorite recommendations involves reminding donors about employee matching gift opportunities even\u00a0after<\/em>\u00a0applying a challenge grant to their initial contribution.<\/p>\n
For example, let\u2019s say one donor works for\u00a0a company with a matching gift program<\/a>\u2060\u2014such as Coca-Cola\u2060\u2014and gives to your campaign during a 24-hour matching challenge. This donor contributes $100, which is then automatically doubled by the matching grant. Plus, Coca-Cola employees qualify for a 2:1 match from their employer.<\/p>\n
The result? An initial $100 donation + a $100 challenge match + a $200 employer match = $400 total funding for your organization.<\/p>\n
2. Use Fundraising Software to Manage Your Matching Challenge<\/h3>\n
Once you secure a matching donation, Classy makes it easy to get everything set up within the donation platform. Under the Advanced tab of a Classy campaign, your team can set start and end dates and a matching limit. From there, you have access to a fundraising thermometer<\/a>\u00a0that updates in real time as donors contribute.<\/p>\n
You can also upload a sponsor or individual\u2019s photo so your match provider receives the recognition they deserve.<\/p>\n
![\"Example](\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2015\/11\/selamta_matching-challenge-advanced-tab-750x272-1-1.jpg\")
\nNot to mention, Classy integrates with the leading\u00a0<\/span>corporate matching gift<\/span>\u00a0software provider,\u00a0<\/span>Double the Donation<\/span><\/a>. By leveraging this technology, organizations can simplify identifying and following up with corporate match-eligible donors, thereby making it easier to incorporate employee\u00a0<\/span>matching gift opportunities<\/span>\u00a0into\u00a0<\/span>matching challenges<\/span>.<\/span><\/p>\n
This automation enables teams to take their\u00a0<\/span>matching challenges<\/span>\u00a0to the\u00a0<\/span>next level<\/span>\u00a0while increasing donor engagement.<\/span><\/p>\n
3. Emphasize Increased Donation Impact<\/h3>\n
Those giving to charitable causes likely do so because they feel connected to the organization and want to make a difference.<\/p>\n
Thus, from a donor\u2019s perspective, one of the most significant benefits of a matching gift opportunity is making their contributions stretch even further. This allows them to produce a more significant impact on a cause they care about without having to reach back into their wallets.<\/p>\n
Be sure to communicate this idea throughout your campaign. You can even put it in terms of tangible outcomes. For example, if your team can typically provide one meal for a family of four for every $10 they receive, let your donors know the matching challenge helps them feed two families for that same amount.<\/p>\n
4. Promote the Matching Challenge Thoroughly<\/h3>\n
If your donors are unaware of a\u00a0<\/span>matching donation challenge<\/span>, your team likely won\u2019t benefit from the full extent of the initiative\u2019s benefits. Thus, you must take the time to inform your audience about the generous match opportunity\u2060\u2014and how they can get involved.<\/span><\/p>\n
Depending on your current\u00a0<\/span>nonprofit marketing mix<\/a>, this might include the following:<\/span><\/p>\n
- \n
- Leveraging social media to introduce and share updates regarding your matching donation challenge<\/li>\n
- Sending dedicated email or SMS blasts to existing and prospective donors, highlighting the opportunity for donation matching<\/li>\n
- Mentioning your donation match availability in all fundraising appeals going out within the challenge time frame<\/li>\n
- Encouraging fundraisers to promote your match challenge within a\u00a0peer-to-peer fundraising<\/a>\u00a0campaign<\/li>\n<\/ul>\n
In addition to promotions highlighting your primary\u00a0<\/span>donation match challenge<\/span>,\u00a0<\/span>integrate employee matching gifts into the giving process<\/a>. This should include a request for employment data within the donation page, personalized follow-ups with company-specific program details, and more.<\/span><\/p>\n
After all, millions of donors work for companies with\u00a0<\/span>matching gift programs<\/span>, but most remain unaware of the opportunities. Incorporating\u00a0<\/span>matching gift<\/span>\u00a0information throughout the donor experience works to increase awareness and involvement with the initiatives.<\/span><\/p>\n
- Establishing urgency<\/strong>\u00a0of participation if you reach a lull in your campaign<\/li>\n
![\"Example](\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2015\/11\/selamta_announcement_challenge_FINAL__1___1448063912_36973-300x300.jpg\")
\n![\"Example](\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2015\/11\/selamta_matching_challenge_update_final__1448040497_61278-1-300x300.jpg\")
\n![\"Example](\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2015\/11\/selamta_matching_challenge_final_stretch_final__1447988186_16449-1-300x300.jpg\")
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