In at this time’s aggressive fundraising panorama, faculties and universities are underneath growing strain to maximise each donation alternative. One of the crucial efficient—and infrequently underutilized—instruments in a college’s fundraising toolkit is matching presents. When you’re questioning how increased ed leaders leverage matching presents for achievement, you’ve come to the correct place.
In a latest webinar targeted on unlocking the ability of company matching, professional increased ed fundraising professionals got here collectively to share their methods, experiences, and real-world success tales. We spoke with colleges of differing sizes and from numerous areas throughout the nation—and although every is totally different, there are some consistencies that we proceed to see drive success. From progressive marketing campaign concepts to sensible recommendations on donor engagement, the dialog was full of actionable insights for development groups trying to take advantage of matching reward alternatives.
On this recap, we’ll spotlight key takeaways from the session and discover particular ideas establishments are utilizing to make matching presents a robust driver for fundraising progress and alumni engagement. Let’s start!
Tip #1: Spotlight matching presents throughout the giving move.
One of many easiest but handiest methods increased ed establishments can increase matching reward income is by integrating matching reward prompts straight into the giving expertise. When donors are already within the mindset of giving, that’s the right second to introduce the opportunity of doubling—and even tripling—their influence.
By together with a short be aware or checkbox throughout the donation course of that asks if the donor’s employer affords an identical reward program, establishments can seize donor consideration at a essential level of engagement. Some platforms even permit real-time employer lookup instruments that immediately inform a donor whether or not their firm has an identical reward program and find out how to take the following step.
Larger ed leaders who’ve carried out this strategy have seen a big elevate in matching reward submissions and completions. It’s a small tweak that may result in massive outcomes, particularly when scaled throughout a number of giving varieties and hundreds of alumni and supporters.
Tip #2: Set up an identical reward net web page.
Making a devoted matching reward net web page is a foundational greatest apply for increased ed establishments aiming to drive extra matching reward income by way of their web sites. In spite of everything, this centralized hub serves as each an academic useful resource and a name to motion—guiding donors by way of the method of checking their eligibility and submitting a match request with ease.
A well-designed matching reward web page ought to clearly clarify what matching presents are, how the method works, and why they matter. It also needs to characteristic an employer search software so donors can rapidly see if their firm participates in an identical reward program and entry the related varieties and tips.
As soon as established, you’ll need to promote this web page throughout your giving campaigns, electronic mail communications, social media, donor acknowledgments, and past. The extra seen it’s, the extra seemingly donors are to take motion.
Tip #3: Automate electronic mail reminders.
Even essentially the most well-intentioned donors can neglect to comply with by way of on an identical reward submission. That’s the place automated electronic mail reminders are available in. By establishing well timed, customized follow-up emails (by way of Double the Donation or in any other case), establishments can gently nudge donors to take that subsequent step and full their match request.
These reminders are handiest when despatched shortly after the donation whereas the reward continues to be contemporary within the donor’s thoughts. Together with clear directions, a hyperlink to your matching reward web page, and a reminder of their employer’s matching coverage can considerably enhance conversion charges—and matching reward software program makes it simple to do.
Tip #4: Make the most of area exclusions.
Sadly, not each donor is eligible for a company matching reward—and within the case of upper training, that typically consists of college and workers who work on the establishment itself. To keep away from confusion (and potential donor fatigue), increased ed leaders report that it’s good to arrange area exclusions that filter out identified ineligible electronic mail addresses from matching reward communications.
By excluding domains like “@college.edu” out of your automated matching reward outreach (which is straightforward to do with Double the Donation), you make sure that workers aren’t receiving irrelevant prompts to submit a match they’ll’t really request. This small adjustment can enhance the donor expertise, cut back pointless electronic mail quantity, and assist preserve belief and credibility in your communications.
The end result? A cleaner, extra focused technique that focuses your outreach on the donors who’re more than likely to transform whereas respecting the time and inboxes of those that aren’t eligible.
Tip #5: Ship emails from an actual particular person.
Relating to donor communications, authenticity issues—and that features your matching reward outreach. One of many easiest methods to spice up engagement and belief is by sending your emails from an actual particular person, utilizing your establishment’s electronic mail area as a substitute of a generic or third-party tackle.
Emails that come from a recognizable title—like a growth officer, alumni relations supervisor, or matching reward coordinator—are inclined to really feel extra private and credible. In consequence, they’re extra prone to be opened, learn, and acted upon. In spite of everything, donors are going to be much more receptive to a message from “Jessica at College Development” than from “no-reply@matchinggifts.com.”
Many increased ed groups even create customized signatures and headshots of their automated messages to offer them a heat, human contact. It’s a small element that may result in an enormous distinction in donor response—and in the end, extra matching reward income.
Tip #6: Centralize your matching reward group.
Matching presents contact many elements of a better ed development workplace—from annual giving and alumni relations to donor providers and company partnerships. And not using a centralized strategy, efforts can turn out to be fragmented, resulting in missed alternatives, inconsistent follow-up, and inefficient workflows. That’s why one of the impactful methods is to centralize your matching reward efforts underneath a chosen group or level particular person.
By consolidating accountability, your establishment can streamline processes, preserve constant messaging, and higher monitor match-related metrics. A centralized group can oversee every part from matching reward promotion and donor communication to monitoring submissions and reconciling funds.
Tip #7: Create an identical reward advertising video.
Generally, a video can do extra to encourage motion than a full web page of textual content—and that’s very true relating to educating donors about matching presents. Making a easy but partaking matching reward advertising video is a robust approach to enhance consciousness and drive submissions.
In our latest webinar, UCM shared that they have been capable of produce an identical reward explainer video, which could be considered right here, in underneath thirty minutes utilizing free or low-cost instruments (trace: Canva for Nonprofits). The video walked donors by way of what matching presents are, how the method works, and the place to verify if their employer participates. It was brief, simple, and most significantly—efficient.
The fantastic thing about video is its versatility. You may embed it in your giving web page, characteristic it in electronic mail campaigns, put up it on social media, and even embody it in thank-you messages. It places a human face (and voice!) to the method and helps take away confusion or hesitation donors may need.
Tip #8: Observe up after key marketing campaign efforts.
Following main fundraising campaigns, equivalent to Giving Tuesday or different Giving Day occasions, donors are sometimes feeling beneficiant and engaged—however that doesn’t imply the work is over. In actual fact, these campaigns supply a superb alternative to spice up matching reward submissions with well timed follow-up reminders.
Faculty of the Holy Cross shared that reaching out after key giving occasions is crucial for maximizing the influence of every donation you obtain. Many donors might neglect to verify for matching reward alternatives within the pleasure of the second, or they won’t even bear in mind that matching presents exist in any respect. By sending a focused reminder shortly after the occasion, you possibly can gently nudge donors to take motion and in the end double their influence.
Tip #9: Ship an identical reward reminder along with your reward receipts.
Acknowledging a donor’s reward is a crucial step in donor stewardship, but it surely’s additionally an incredible alternative to remind them about the opportunity of matching presents. Together with an identical reward reminder alongside your reward receipts ensures that donors are conscious of this chance and may take motion even after their donation has been processed.
As an example, UCM successfully included a short be aware about matching presents on their acknowledgment envelopes. This small however impactful element serves as a delicate nudge, reminding donors that their employers could also be keen to match their contributions, thus growing the general influence of their reward.
Tip #10: Add a P.S. part about matching presents to your appeals.
Generally, the only messaging could be the best—particularly when it’s positioned the place donors are more than likely to see it. Including a P.S. part about matching presents on the finish of your attraction letters or emails is an effective way to spice up consciousness and encourage donors to take motion.
Why? The P.S. part is likely one of the most-read elements of any communication. It’s typically the place donors search for a fast takeaway, particularly in the event that they’re skimming your message. By together with a short, compelling reminder about matching presents—equivalent to, “P.S. Do you know that your employer might double your reward? Go to our matching reward web page to seek out out how one can make a fair larger influence!”—you’re giving them an easy-to-spot motive to comply with by way of.
This tactic works nicely in each print and digital appeals. In printed letters, a P.S. part gives a brief, punchy reminder that stands out. In digital appeals, you possibly can even hyperlink the P.S. to your matching reward web page for straightforward entry.
Tip #11: Credit score matches to the unique donor.
When an identical reward comes by way of, it’s not only a monetary win—it’s additionally a recognition alternative. Nevertheless, how that match is credited to your CRM could make an enormous distinction in donor stewardship, monitoring, and reporting. To make sure donors really feel the total influence of their generosity, it’s greatest to credit score the matching reward firm whereas offering a delicate credit score to the unique donor.
This strategy retains your data clear and correct—acknowledging the supply of the funds whereas nonetheless tying the reward again to the person who initiated it. Tender credit let you hyperlink the match to the donor’s document, which is useful for donor recognition, giving totals, and long-term engagement.
Tip #12: Increase into volunteer matching alternatives.
For a lot of corporations, matching presents aren’t restricted to financial donations—they’ll additionally lengthen to volunteer hours, too. In actual fact, tens of hundreds of employers supply volunteer matching applications, the place they’ll present a donation based mostly on the variety of hours their workers volunteer with eligible nonprofits and colleges.
By increasing your matching reward technique to incorporate volunteer hours, you unlock an entire new avenue of potential funding.
A good way to combine this into your efforts is by together with volunteer matching alternatives in your communication channels—whether or not it’s in your matching reward webpage, in electronic mail campaigns, or on social media.
For instance, an electronic mail marketing campaign may emphasize, “Not solely can your reward be matched, however your volunteer hours might also rely in the direction of further funding for our applications.” This faucets into the philanthropic mindset of supporters who’re already giving their time to the college, permitting them to make a fair larger influence.
Wrapping up & webinar replay
As establishments search for progressive methods to stretch their fundraising efforts additional, matching presents supply a strategic benefit that may’t be ignored. By constructing consciousness, streamlining the matching course of, and fostering robust partnerships with company sponsors, increased ed leaders should not solely growing donations but additionally deepening their connections with donors.
When executed thoughtfully, matching presents can turn out to be a cornerstone of a profitable fundraising technique—turning each greenback into a long-lasting funding in the way forward for training.
Searching for much more matching reward ideas and tips? Register now to look at the total webinar replay:
