Last-Minute Tips to Maximize End-of-Year Matching Gifts

The end of the year is a crucial time for nonprofits, with nearly 30% of annual donations occurring in December and 10% in the last three days of the year alone. As the giving season ramps up, it’s also a golden opportunity to maximize matching gift revenue before it’s too late.

After all, matching gifts allow donors to double (or even triple) their impact through their employers’ corporate giving programs⁠—but many have year-end deadlines by which they must be submitted. To help your nonprofit make the most of these programs before the end of the year rolls around, we’ve compiled actionable, last-minute tips to boost your success.

These include:

1. Promoting Matching Gifts Across All Year-End Campaigns
2. Updating and Highlighting Your Matching Gift Web Page
3. Leveraging Year-End Urgency
4. Engaging Major and Recurring Donors
5. Utilizing Text Message Marketing
6. Sharing Impact Stories
7. Following Up on Unmatched Gifts
8. Investing in Matching Gift Software

Ready to drive year-end fundraising success with matching gifts? Let’s begin.

1. Promote matching gifts across all year-end campaigns

Make sure matching gifts are front and center in all of your year-end fundraising communications. Here’s how you can do so:

• Email Campaigns: Include a mention of matching gifts in your appeal emails, with direct links to check eligibility.
• Social Media Posts: Use social media posts to remind donors that they can double their gifts, paired with graphics or videos, for more impact.
• Direct Mail: Add a brief explanation of matching gifts and a QR code leading to your matching gift page.

Check out the following example to see it in action: “Don’t leave money on the table! Many employers will match your donation to [Nonprofit Name]. Check if your gift qualifies and make an even bigger difference today!”

2. Update and highlight your matching gift web page

Your matching gift web page should be easy to find, clear, and functional for your donors to make the most of it. Here are a few things to consider as you build or enhance this critical resource:

• Ensure Accessibility: Prominently feature it in your navigation menu and link to it in communications. Make sure it’s mobile-friendly, too!
• Simplify the Match Experience: Provide an overview of corporate matching gift programs and how your donors can get involved. Break it down, step-by-step, to make things easy.
• Link to the Page: Once your Match Page is complete, use the resource as a centralized hub for all things matching gifts. Any communications that refer to donation-matching should also include a link back to the page!

Top Tip: If you don’t have a dedicated resource already, create a simple web page that explains matching gifts and offers step-by-step instructions. For the best results, embed your matching gift database tool so donors can easily check their eligibility!

3. Leverage year-end urgency

The close of the calendar year often means looming deadlines for corporate matching programs, creating a natural sense of urgency. Check out these tips that can help you leverage this urgency to drive results:

• Remind donors that their gifts made before the end of the year will count for 2024 tax deductions.
• Highlight the fact that many companies enact year-end corporate matching gift deadlines.
• Use phrases like “Act Now” or “Get your gift matched before December 31!” in your messaging.

Check out the following example to see it in action: “⏰ Time is running out! Submit your matching gift requests before December 31 to double your impact this year. Visit [link] to get started!”

4. Follow Up on Unmatched Gifts

For donors who have given previously in the year and haven’t indicated that they’ve submitted their matches, there’s still time to follow up with a gentle reminder. Here are a few ways you can do so:

• Automated Emails: Use tools to send reminders about their potential match⁠—and how it’s currently going unclaimed!
• Provide Support: Include links to employer-specific forms or offer assistance in completing the process.
• Deadline Alerts: Emphasize upcoming corporate deadlines to encourage action.

Most donors are eager to get their gifts matched. They might have just forgotten at the time⁠—but now is the perfect opportunity for a little nudge.

5. Invest in (and integrate) matching gift software

If your nonprofit isn’t already utilizing matching gift software, now is the time to consider it. After all, these tools will streamline the process for your team by:

• Automatically identifying match-eligible donors.
• Providing company-specific forms and instructions.
• Triggering personalized matching gift follow-ups post-donation.
• Tracking submission statuses to drive more matches to completion.

Top providers like Double the Donation simplify end-of-year matching gift efforts and help you capture more revenue⁠. It also integrates effortlessly with your existing iDonate fundraising platform for even better, more seamless results.

As the year comes to a close, nonprofits have a unique opportunity to maximize donations through matching gifts. By promoting matching opportunities, creating a sense of urgency, and simplifying the process for donors, you can unlock substantial additional funding for your organization.

Don’t let these last-minute opportunities slip away! Take action today to ensure your year-end campaigns include matching gifts prominently and make it easy for your donors to double their impact. With these tips in hand, you’re ready to finish the year strong and set the stage for an even more successful year ahead. Good luck!

Ready to learn more about matching gifts? Get signed up with Double the Donation’s online Matching Gift Academy to grow your knowledge of all things corporate matching and workplace giving⁠—and start the new year strong.

Author: Adam Weinger

Adam Weinger is the president of Double the Donation, the leading provider of tools to help nonprofits raise more money from corporate matching gifts and volunteer grant programs.\

Double the Donation's robust solution, 360MatchPro provides nonprofits with automated tools to identify match-eligible donors, drive matches to completion, and gain actionable insights. 360MatchPro integrates directly into donation forms, CRMs, social fundraising software, and other nonprofit technology solutions to capture employment information and follow up appropriately with donors about matching gifts.