In today’s giving landscape, matching gifts have become a vital part of a successful fundraising strategy. As of 2025, new data and technology are reshaping how nonprofits approach corporate matching gift programs. From shifts in donor behavior to the development of groundbreaking automation tools, the trends emerging this year reveal exciting opportunities to maximize impact and unlock previously untapped revenue.
In this post, we’ll explore the latest matching gift fundraising trends shaping the sector in 2025—what’s working, what’s changing, and how your organization can stay ahead of the curve. More specifically, we’ll cover the following trends:
- Companies are expanding their existing matching gift programs
- More small- and mid-sized businesses are matching gifts
- Young donors are giving (and matching!) superheroes
- Matching gift opportunities are encouraging larger gift amounts
- Matching gifts are increasingly integrated throughout giving experiences
Read on for details on each of these insights. You don’t want to miss out on these opportunities!
1. Companies have expanded their matching gift programs
As part of their expanding corporate social responsibility (CSR) efforts, many companies are enhancing their matching gift programs. While some already offered donation matches, many have increased their maximum match amounts—allowing larger donor gifts to qualify—and improved their match ratios, enabling donors to multiply their contributions at even higher rates.
Some companies also expanded their parameters for eligible organizations, meaning more types of nonprofit organizations became eligible for a match from more companies.
2. More small and mid-sized business are matching gifts
Another exciting development in matching gift fundraising is the growing participation of small and mid-sized businesses. While large enterprises have traditionally dominated corporate matching programs, smaller companies are now stepping up, recognizing the value of giving back and engaging their employees through philanthropy.
This shift is fueled by several factors: increased awareness of CSR benefits, a desire to foster stronger workplace culture, and the growing accessibility of matching gift platforms that make it easier for companies of any size to manage giving. Many small businesses are also leveraging matching gifts as a competitive differentiator, appealing to values-driven employees and customers alike.
For nonprofits, this trend means it’s time to broaden your outreach. Don’t just focus on Fortune 500 employers—start building relationships with local businesses, regional companies, and startups in your community.
3. Young donors are giving (and matching!) superheroes
Earning the moniker of “Philanthroteens,” young donors have made a huge splash in the mission-driven space over the past few years. These donors care deeply about the world they live in, are the leaders in creative online connection, and have demonstrated astonishing levels of philanthropy. Generation Z does not shy away from donating to causes they believe in, so make sure you’re not missing out on these super-donors!
Not to mention, many members of this giving generation are starting out in new jobs with new employers or are at least at an early stage in their professional careers. Take the time to not only recognize these donors’ generosity, but also encourage them to discover the world of corporate matching gifts early on.
4. Matching gift opportunities are encouraging larger gift amounts
Matching gifts have the potential to supercharge nonprofit fundraising—and not just in terms of the corporate revenue made available through the programs. When donors know their employers will match donations that reach a certain minimum, they’re often happy to give an extra few dollars to multiply their impact.
The result? According to Double the Donation’s matching gift statistics, an estimated 1 in 3 donors would give a more significant gift if matching were applied to their donation.
That means knowing about matching gifts makes a huge difference for donor behavior, whether that’s the initial decision to give or having that incentive to increase the donation amount. Educate your donors at every turn; it’s proven to help your donor relationships blossom!
5. Matching gifts are increasingly integrated throughout giving experiences
Nonprofits are always on the lookout for new ways to improve their giving experiences—both on- and offline—and provide better engagement opportunities for their donors. One easy way to do so involves integrating matching gifts throughout the giving process.
Since matching gifts are time sensitive, online donations are the perfect place to plant the seed early. Remember—knowledge of matching gifts can positively impact donor behavior, so it’s never too soon to start educating!
Try to ask your supporters for their employer information directly on your donation pages, letting them know that there’s a chance for their donation to be matched. You can collect this information either via a plain text field or, for better results, automate the process with a tool like Double the Donation.
When building out your next matching gift campaign, consider these insights to attract new donors or excite your existing supporters throughout the rest of 2025. And stay flexible—who knows what surprises the next year may bring!
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