In the world of nonprofit fundraising, every dollar counts. But what if there were a way to double your donations without asking your donors to dig deeper into their pockets? For animal care organizations, matching gift programs offer an excellent opportunity to raise more funds by utilizing a corporate matching gift structure that benefits both the donor and your organization. These programs, designed to encourage employee giving, can significantly increase your funding if approached correctly—even in the midst of uncertainty.
In this blog post, we’ll explore how animal care organizations can leverage matching gifts to raise more money, engage their donor base, and help more animals in need. From educating your supporters to implementing the right tools and strategies, we’ll walk you through everything you need to know to maximize your fundraising efforts. This includes:
Understanding and promoting corporate matching gifts can provide animal care organizations with an effective strategy to boost their funding. Before diving into the specifics, let’s first take a look at the basics.
Corporate matching gift programs are a form of corporate giving where companies match the charitable donations made by their employees. The employer’s contribution typically matches the employee’s donation dollar-for-dollar. However, some companies may match at a higher ratio (e.g., 2:1 or 3:1). These programs encourage employees to donate to causes they care about by increasing the impact of their donations.
Most large corporations and many small businesses offer matching gift programs as part of their corporate social responsibility (CSR) efforts. Employees generally only need to submit a matching gift request to their employer after donating, and the company will process the match.
Matching gifts are a vital revenue stream for animal welfare organizations, but many nonprofits (especially smaller ones) fail to take full advantage of these programs. According to recent studies, billions of dollars in matching gift funds go unclaimed each year due to a lack of awareness or a lack of strategic outreach by nonprofits.
For animal care organizations, matching gifts are a win-win. They allow you to raise additional funds from your existing donor base without any additional financial burden on your supporters. However, many donors are unaware that their employer will match their donations, so by educating them on the opportunity, you can significantly boost your overall fundraising efforts.
Not only do matching gifts increase donations, but they also enhance donor engagement. When donors feel their contributions are being amplified by their employers, they are more likely to engage with your organization, make recurring donations and encourage others to get involved.
Effective promotion is the key to making the most of matching gift programs. Here are a few strategies to increase awareness and ensure that donors are aware of the opportunities available to them.
Many donors are unaware that their employers offer matching gift programs. That’s why education should be a central part of your matching gift strategy. Use your website, email newsletters and social media sites to inform donors about the potential to double or triple their contributions through matching gifts.
Make sure to include information about matching gift eligibility, and provide links to search tools that help donors check if their employer participates. Providing clear, concise instructions on how to request matches is also crucial.
Incorporate matching gifts into your fundraising events, appeals, campaigns and more. Whether you're holding an online auction, organizing a donor appreciation event or planning a crowdfunding campaign, make sure to mention matching gifts at every step along the way.
Prominently feature matching gift information on your event giving pages and in other promotional materials. You can even use testimonials or success stories to show donors how matching gifts have positively impacted your organization in the past.
Once a donor contributes to your cause, don't miss the chance to remind them about matching gift opportunities. Send them a personalized thank-you email with a reminder to check if their donation is eligible for a match. Include easy-to-follow instructions and direct links to their employer's matching gift submission form.
Technology plays a crucial role in optimizing your matching gift strategy. By implementing a matching gift tool on your website or donation platform, you can make it easier for donors to find out if their donation qualifies for a match. Tools like Double the Donation (which integrates seamlessly with RKD Group’s fundraising platform) allow donors to search for their employer’s matching gift program directly during the donation process.
Additionally, these tools can help you track and manage matching gift requests automatically, saving your team time and effort.
Incorporating matching gifts into your fundraising strategy not only boosts donations but also strengthens your relationship with donors. By promoting matching gifts, you show your donors that you value their contributions and are actively working to maximize the impact of their support.
When a donor’s match is successfully processed, be sure to thank the donor—and perhaps even their employer. Personalized acknowledgment helps reinforce the donor's commitment to your cause and encourages them to continue supporting your organization in the future.
Several animal care organizations have effectively leveraged matching gifts to significantly increase their fundraising totals. One example is the ASPCA (American Society for the Prevention of Cruelty to Animals), which used matching gift campaigns during their annual appeal to raise additional funds. By educating donors about the opportunity to double their contributions, the ASPCA saw an increase in matching gift revenue that helped fund critical programs for animal rescue and adoption.
Another great example is the Humane World for Animals, which runs regular matching gift campaigns through its digital fundraising efforts. They not only raise awareness of matching gifts but also provide easy-to-use tools for their donors to submit their matches directly through their donation platform.
By learning from these successful campaigns, your organization can create a matching gift strategy that is tailored to your unique needs and donor base.
Matching gifts are a powerful tool for animal care organizations looking to boost revenue and engage their donor base. By educating donors, promoting matching gifts throughout your campaigns and utilizing the right technology, you can turn matching gift programs into a reliable, scalable source of funding.
As you plan your next campaign, don’t forget to incorporate matching gifts into your strategy. With the right tools and a well-thought-out approach, you can maximize the potential of corporate matching gifts and help more animals in need.