--- title: "Matching gifts 101: Getting started with fundraising's best-kept secret" description: Creating matching gift appeals is easier and more valuable than you may think. We've cracked the code on fundraising's best-kept secret. image: https://blog.rkdgroup.com/hubfs/210111-RKD-FAQ-COVID-19-provides-nonprofits-a-rare-opportunity-for-digital-ads-Doodle-v2-1.jpg --- [![](https://blog.rkdgroup.com/hs-fs/hubfs/210111-RKD-Groupthinkers-Rebranded-Logo-Blog-png.png?width=157&name=210111-RKD-Groupthinkers-Rebranded-Logo-Blog-png.png)](https://blog.rkdgroup.com) - [Solutions](https://rkdgroup.com/services/) - [Mid-Level Giving](https://rkdgroup.com/services/mid-level-giving/) - [Monthly Giving](https://rkdgroup.com/services/monthly-giving/) - [Lapsed Giving](https://rkdgroup.com/services/lapsed-giving/) - [Personalization](https://rkdgroup.com/services/personalization/) - [Connectors](https://rkdgroup.com/services/connectors/) - [Machine Learning](https://rkdgroup.com/services/machine-learning/) - [Marketing + Fundraising](https://rkdgroup.com/services/marketing-fundraising/) - [Audience Development](https://rkdgroup.com/services/audience-development/) - [Creative Services](https://rkdgroup.com/services/creative-services/) - [Data Management](https://rkdgroup.com/services/data-management/) - [Strategic Planning](https://rkdgroup.com/services/strategic-planning/) - [Analytics](https://rkdgroup.com/services/analytics/) - [Causes](https://rkdgroup.com/causes/) - [Animal Care](https://rkdgroup.com/causes/animal-care/) - [Food Banks](https://rkdgroup.com/causes/food-banks/) - [Health + Hospitals](https://rkdgroup.com/causes/health-hospitals/) - [Humanitarian](https://rkdgroup.com/causes/humanitarian/) - [Missions](https://rkdgroup.com/causes/missions/) - [Salvation Army](https://rkdgroup.com/causes/the-salvation-army/) - [Results](https://rkdgroup.com/results/) - [Acquisition](https://rkdgroup.com/results?cat=acquisition) - [Digital](https://rkdgroup.com/results?cat=digital) - [Mid-Major Programs](https://rkdgroup.com/results?cat=mid-major-programs) - [Advanced Analytics](https://rkdgroup.com/results?cat=advanced-analytics) - [Direct Mail](https://rkdgroup.com/results?cat=direct-mail) - [Multichannel Strategy](https://rkdgroup.com/results?cat=multichannel-strategy) - [Data Management](https://rkdgroup.com/results?cat=data-management) - [Media](https://rkdgroup.com/results?cat=media) - [Website Development](https://rkdgroup.com/results?cat=website-development) - [Resources](https://rkdgroup.com/insights/) - [Blog](https://blog.rkdgroup.com/) - [Benchmarks](https://info.rkdgroup.com/benchmarks) - [Webinars](https://info.rkdgroup.com/webinars) - [Ebooks + Research](https://info.rkdgroup.com/ebooks-research) - [Podcast](https://info.rkdgroup.com/group-thinkers-nonprofit-marketing-podcast) - [Field Guides](https://info.rkdgroup.com/field-guides) - [About Us](https://rkdgroup.com/about/) - [Leadership](https://rkdgroup.com/about/leadership/) - [Careers](https://rkdgroup.com/about/careers/) - [Let's Chat](https://rkdgroup.com/lets-chat/) #### Subscribe to our blog ### Subscribe to Email Updates ## Featured Post   [RKD Group](https://blog.rkdgroup.com/author/rkd-group) ## [RKD Group Acquires Whiteboard](https://blog.rkdgroup.com/rkd-group-acquires-whiteboard) Premier Marketing Agency Bolsters Conceptual Creative Capabilities by Acquiring Award-Winning Agency PLANO, Texas, July 27, 2026 — Today, RKD Group, Nor\[...\] [Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [Direct Mail Fundraising](https://blog.rkdgroup.com/topic/direct-mail-fundraising) [Multichannel](https://blog.rkdgroup.com/topic/multichannel) [Fundraising](https://blog.rkdgroup.com/topic/fundraising) [Nonprofit Industry](https://blog.rkdgroup.com/topic/nonprofit-industry) [RKD](https://blog.rkdgroup.com/topic/rkd) [Brand](https://blog.rkdgroup.com/topic/brand) [Read More](https://blog.rkdgroup.com/rkd-group-acquires-whiteboard)   [Shane Thornal](https://blog.rkdgroup.com/author/shane-thornal) ## [Why nonprofits must unite SEO, social and paid media in one strategy](https://blog.rkdgroup.com/why-nonprofits-must-unite-seo-social-and-paid-media-in-one-strategy) Someone at your organization “owns” paid media. Someone else—often younger and under resourced—runs the social accounts. A third person (or maybe no one\[...\] [Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [SEO](https://blog.rkdgroup.com/topic/seo) [Digital Media](https://blog.rkdgroup.com/topic/digital-media) [Social Media](https://blog.rkdgroup.com/topic/social-media) [Data & Analytics](https://blog.rkdgroup.com/topic/data-analytics) [Read More](https://blog.rkdgroup.com/why-nonprofits-must-unite-seo-social-and-paid-media-in-one-strategy) ## Recent Posts [Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [Donation Pages](https://blog.rkdgroup.com/topic/donation-pages) # Matching gifts 101: Getting started with fundraising's best-kept secret By [Adam Weinger](https://blog.rkdgroup.com/author/adam-weinger) If you’ve been in the fundraising game for a while, you have likely heard the term "matching gifts." But have you really thought about the value matching gifts could bring to your organization? Have you ever tried to pursue matching gifts in earnest? Have you seen the immense value they can provide to your organization in additional revenue?  Creating matching gift appeals is easier and more valuable than you may think. We’ve cracked the code on fundraising's best-kept secret, and we're ready to share some key knowledge points and best practices to help you succeed.  In this article, we'll get to the bottom of what matching gifts are, what your organization may be missing out on, and how you can get started raising more money right now!   ## What are matching gifts? Matching gifts are a form of corporate philanthropy in which companies contribute money to nonprofits and other organizations by matching the individual donations of its employees. If a supporter of your organization gives $50, they can submit a request to their company to receive a donation match and make their $50 donation a $100 donation. In fact, [some companies match donations at a 2:1, 3:1, or even 4:1 ratio.](https://doublethedonation.com/tips/corporate-matching-gift-programs/) These matches really add up if you know how to ask for them—especially considering that more than 18 million individuals work for companies with matching gift programs. At the end of the day, it’s a simple concept. An individual gives to an organization that matters to them, and their company matches that donation at a predesignated ratio. ## If matching gift programs are so widespread, why don’t organizations see matches from companies more often? Up to $7 billion in matching gift revenue goes unclaimed each year. That kind of money could make a monumental difference for nonprofit organizations—imagine the impact they could make on your mission! So why isn’t your org seeing gift-matching revenue when so much money is set aside for you in the first place?  It's a simple issue of donor awareness. Even though those 18+ million individuals have the power to get their gift matched, [few donors know that matching gift programs exist in the first place](https://doublethedonation.com/tips/corporate-matching-gift-programs/). Of those who do, only a small percentage understand the steps it takes to actually get their donation doubled by their employer. If your donors knew they could double their impact, they’d surely take the opportunity to make sure that match moves to completion. ## How to start making more from matching gifts So we know the *what* and the *why* of matching gifts. But what about the *how*? Since we've identified that the number one roadblock to your organization seeing those matches come in is donor awareness, you need to address that first and foremost. Keep these best practices in mind when pursuing matching gifts:  1. **Educate your donors during the giving process.** [84% of donors say they’re more likely to donate if a match is offered](https://recharity.ca/corporate-philanthropy/). Letting your donors know they may be eligible for a matching gift from their employer while they’re making a gift increases the chances of future donations, increases the potential amount of initial donations, and can even spur word-of-mouth encouragement from one donor to another! 2. Guide your donors to their next steps. Minimizing the number of steps a donor has to go through to get their gift matched maximizes your chances of seeing that match to completion. Make sure donors have a quick and easy path straight from your website to their company’s matching gift request form or employee portal. 3. Pop into your donors' inboxes with a friendly follow-up. Sometimes donors are in a hurry, or just breeze through the donation process without paying attention to your initial calls to action. Remind them of the opportunity to double their impact via personalized emails and newsletters, or on your "Ways to Give" page.   ## Automation software can boost matching gift efficiency Implementing these three steps effectively can require some serious time and effort if you don’t have an automation tool to help. With matching-gift automation software that integrates directly with your donation management software, you can cut your matching gift outreach efforts into a one-time setup and configuration session. After that, you can leave it in the hands of your software to automatically gather employee information, market match eligibility to donors, and send those customized follow-ups! Consider a solution like [360MatchPro by Double the Donation.](https://360matchpro.com/) 360MatchPro integrates seamlessly with RKD Group's [DMC donation forms](https://rkddigital.com/donor-marketing-cloud/) to help you raise more from matching gifts by: - informing your donors of their match eligibility - providing donors with a one-click path to their company's matching gift request form, - sending out custom email outreach based on your organization's configuration With automation taking care of everything you need to get those matching gifts flowing in, you can rest easy knowing your organization is getting a boost in fundraising revenue without dedicating too much of your time or resources. To get started on your matching gift journey, [schedule a personalized demo today.](https://360matchpro.com/demo-request/) Make sure you mention that you're an RKD Group client when you schedule! ### [Adam Weinger](https://blog.rkdgroup.com/author/adam-weinger) Adam Weinger is the President of Double the Donation, the leading provider of matching gift tools to nonprofit organizations and educational institutions. Adam created Double the Donation in order to help nonprofits increase their annual revenue through corporate matching gift and volunteer grant programs. #### Leave a comment: Previous ##### [Jeremy Berman thinks about innovation in Facebook](https://blog.rkdgroup.com/jeremy-berman-thinks-about-innovation-in-facebook) Next Post ##### [Make your mid-level donors feel like superheroes](https://blog.rkdgroup.com/make-your-mid-level-donors-feel-like-superheroes) ### Search GroupThinkers ![](https://cdn2.hubspot.net/hubfs/459002/Assets%20Apr/magnifying-glass.png) [![GP FG - Blog Rail 340x340](https://blog.rkdgroup.com/hs-fs/hubfs/GP%20FG%20-%20Blog%20Rail%20%20340x340.png?width=340&name=GP%20FG%20-%20Blog%20Rail%20%20340x340.png "GP FG - Blog Rail 340x340")](https://info.rkdgroup.com/givingpulse-field-guide-q1-2024-access) [![MidYear Benchmarks-Sidebar_SolidGold](https://blog.rkdgroup.com/hs-fs/hubfs/MidYear%20Benchmarks-Sidebar_SolidGold.png?width=340&name=MidYear%20Benchmarks-Sidebar_SolidGold.png "MidYear Benchmarks-Sidebar_SolidGold")](https://info.rkdgroup.com/donor-trust-access) - Latest Posts - Popular Posts [RKD Group Acquires Whiteboard](https://blog.rkdgroup.com/rkd-group-acquires-whiteboard) [ Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [ Direct Mail Fundraising](https://blog.rkdgroup.com/topic/direct-mail-fundraising) [ Multichannel](https://blog.rkdgroup.com/topic/multichannel) [ Fundraising](https://blog.rkdgroup.com/topic/fundraising) [ Nonprofit Industry](https://blog.rkdgroup.com/topic/nonprofit-industry) [ RKD](https://blog.rkdgroup.com/topic/rkd) [ Brand](https://blog.rkdgroup.com/topic/brand) [The nonprofit savior complex: How good intentions can erode trust | Gina Lattuca, SPCA Serving Erie County](https://blog.rkdgroup.com/the-nonprofit-savior-complex-how-good-intentions-can-erode-trust-gina-lattuca-spca-serving-erie-county) [ Podcast](https://blog.rkdgroup.com/topic/podcast) [ Animal Care](https://blog.rkdgroup.com/topic/animal-care) [Why nonprofits must unite SEO, social and paid media in one strategy](https://blog.rkdgroup.com/why-nonprofits-must-unite-seo-social-and-paid-media-in-one-strategy) [ Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [ SEO](https://blog.rkdgroup.com/topic/seo) [ Digital Media](https://blog.rkdgroup.com/topic/digital-media) [ Social Media](https://blog.rkdgroup.com/topic/social-media) [ Data & Analytics](https://blog.rkdgroup.com/topic/data-analytics) ### Categories - [Digital Fundraising (180)](https://blog.rkdgroup.com/tag/digital-fundraising) - [Podcast (135)](https://blog.rkdgroup.com/tag/podcast) - [Nonprofit Industry (125)](https://blog.rkdgroup.com/tag/nonprofit-industry) - [Data & Analytics (91)](https://blog.rkdgroup.com/tag/data-analytics) - [Digital Media (69)](https://blog.rkdgroup.com/tag/digital-media) - [Fundraising (55)](https://blog.rkdgroup.com/tag/fundraising) - [Trends (47)](https://blog.rkdgroup.com/tag/trends) - [COVID-19 (42)](https://blog.rkdgroup.com/tag/covid-19) - [Multichannel (41)](https://blog.rkdgroup.com/tag/multichannel) - [Food Banks (39)](https://blog.rkdgroup.com/tag/food-banks) - [Animal Care (37)](https://blog.rkdgroup.com/tag/animal-care) - [Donor Retention (36)](https://blog.rkdgroup.com/tag/donor-retention) - [Mid-Major Donors (35)](https://blog.rkdgroup.com/tag/mid-major-donors) - [Strategy (35)](https://blog.rkdgroup.com/tag/strategy) - [Direct Mail Fundraising (34)](https://blog.rkdgroup.com/tag/direct-mail-fundraising) - [Missions (31)](https://blog.rkdgroup.com/tag/missions) - [Stewardship (31)](https://blog.rkdgroup.com/tag/stewardship) - [Creative (29)](https://blog.rkdgroup.com/tag/creative) - [Leadership (24)](https://blog.rkdgroup.com/tag/leadership) - [Sustainer Donors (20)](https://blog.rkdgroup.com/tag/sustainer-donors) - [Year-End Giving (19)](https://blog.rkdgroup.com/tag/year-end-giving) - [Acquisition (18)](https://blog.rkdgroup.com/tag/acquisition) - [Social Media (18)](https://blog.rkdgroup.com/tag/social-media) - [Cultivation (17)](https://blog.rkdgroup.com/tag/cultivation) - [Email (16)](https://blog.rkdgroup.com/tag/email) - [Google Grant (15)](https://blog.rkdgroup.com/tag/google-grant) - [Optimization (15)](https://blog.rkdgroup.com/tag/optimization) - [SEO (15)](https://blog.rkdgroup.com/tag/seo) - [Data Privacy (14)](https://blog.rkdgroup.com/tag/data-privacy) - [Technology (14)](https://blog.rkdgroup.com/tag/technology) - [Giving Tuesday (13)](https://blog.rkdgroup.com/tag/giving-tuesday) - [Humanitarian Action (13)](https://blog.rkdgroup.com/tag/humanitarian-action) - [Events (12)](https://blog.rkdgroup.com/tag/events) - [Donation Pages (11)](https://blog.rkdgroup.com/tag/donation-pages) - [Health & Hospitals (11)](https://blog.rkdgroup.com/tag/health-hospitals) - [Conversion (10)](https://blog.rkdgroup.com/tag/conversion) - [Brand (9)](https://blog.rkdgroup.com/tag/brand) - [Donor Lifecycle (9)](https://blog.rkdgroup.com/tag/donor-lifecycle) - [Donor-Advised Funds (9)](https://blog.rkdgroup.com/tag/donor-advised-funds) - [Management (8)](https://blog.rkdgroup.com/tag/management) - [RKD (8)](https://blog.rkdgroup.com/tag/rkd) - [Audience-First (6)](https://blog.rkdgroup.com/tag/audience-first) - [Facebook (6)](https://blog.rkdgroup.com/tag/facebook) - [The Salvation Army (6)](https://blog.rkdgroup.com/tag/the-salvation-army) - [GDPR (4)](https://blog.rkdgroup.com/tag/gdpr) - [User Experience (4)](https://blog.rkdgroup.com/tag/user-experience) - [Conferences (3)](https://blog.rkdgroup.com/tag/conferences) - [Election (3)](https://blog.rkdgroup.com/tag/election) - [Postal Service (3)](https://blog.rkdgroup.com/tag/postal-service) - [Attribution (2)](https://blog.rkdgroup.com/tag/attribution) - [Capital Campaigns (2)](https://blog.rkdgroup.com/tag/capital-campaigns) - [Gift Catalog (2)](https://blog.rkdgroup.com/tag/gift-catalog) - [Ministries (2)](https://blog.rkdgroup.com/tag/ministries) - [Mobile (2)](https://blog.rkdgroup.com/tag/mobile) - [CRM (1)](https://blog.rkdgroup.com/tag/crm) - [Corporate giving (1)](https://blog.rkdgroup.com/tag/corporate-giving) - [DRTV (1)](https://blog.rkdgroup.com/tag/drtv) - [Planned Giving (1)](https://blog.rkdgroup.com/tag/planned-giving) see all [![Gen X eBook download](https://blog.rkdgroup.com/hs-fs/hubfs/Gen%20X%20eBook%20download.jpg?width=360&name=Gen%20X%20eBook%20download.jpg "Gen X eBook download")](https://info.rkdgroup.com/en/the-nonprofit-marketers-guide-to-generation-x) ### Read More of What You Like ## [RKD Group Acquires Whiteboard](https://blog.rkdgroup.com/rkd-group-acquires-whiteboard) ## [Why nonprofits must unite SEO, social and paid media in one strategy](https://blog.rkdgroup.com/why-nonprofits-must-unite-seo-social-and-paid-media-in-one-strategy) ## [How nonprofits should approach GivingTuesday's TogetherTuesday](https://blog.rkdgroup.com/how-nonprofits-should-approach-givingtuesdays-togethertuesday) ![Rkdgroup](https://blog.rkdgroup.com/hubfs/Rkdgroup%20Sep%202017/Images/footer_logo.png "Rkdgroup") - [Solutions](https://rkdgroup.com/services/) - [Work](https://rkdgroup.com/work/) - [About Us](https://rkdgroup.com/about-us/) - [Blog](https://blog.rkdgroup.com/) - [Contact](https://rkdgroup.com/contact/) [Contact](https://rkdgroup.com/contact) - - - RKD Group is a leading fundraising and marketing provider to hundreds of nonprofit organizations. We have a team of experts with deep skill sets in direct response marketing. [connect@rkdgroup.com](mailto:connect@rkdgroup.com) [1 800 222 6070](tel:1-800-222-6070) [Privacy policy](https://rkdgroup.com/privacy-policy) - - - ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Adam Weinger", "url" : "https://blog.rkdgroup.com/author/adam-weinger" }, "dateModified" : "2021-12-30T17:12:30.800Z", "datePublished" : "2021-04-15T14:02:08.000Z", "headline" : "Matching gifts 101: Getting started with fundraising's best-kept secret", "image" : [ "https://blog.rkdgroup.com/hubfs/210111-RKD-FAQ-COVID-19-provides-nonprofits-a-rare-opportunity-for-digital-ads-Doodle-v2-1.jpg" ], "mainEntityOfPage" : { "@id" : "https://blog.rkdgroup.com/matching-gifts-101-getting-started-with-fundraisings-best-kept-secret", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.rkdgroup.com/hubfs/RKD-logo-red-tm%20(1).png" }, "name" : "RKD Group" } } ```