How to Leverage Matching Gifts to Accelerate Your Fundraising ROI
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Double the Donation and DonorPro Announce a brand new integration that merges matching gifts plug-in with online donation pages. Adam Weinger, President of Double the Donation leads this presentation which will help nonprofits market corporate matching gifts programs to their donors.
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How to Leverage Matching Gifts to Accelerate Your Fundraising ROI
- 1. How to Leverage Matching Gifts to Accelerate Your Fundraising #matchinggifts
- 2. 2 The Basics What are matching gifts and how do they work?
- 3. 3 DID YOU KNOW ? 65% of Fortune 500 companies and many other smaller companies match employee donations to a wide range of nonprofits.
- 4. 4 What are Matching Gift Programs? A matching gift program is a corporate philanthropy program designed to support the nonprofits which a company’s employees are passionate about by matching donations made by employees. ” “
- 5. 5 Can you guess which company created the world’s first matching gift program? 01 02 03 04 05 06 Boeing General Electric General Motors IBM Kelloggs Proctor and Gamble
- 6. 6 The world’s first matching gift program General Electric $1,160,368,312 Cumulative amount matched since the program was launched $42,000,000 Total amount matched last year
- 7. 7 Components of Matching Gift Guidelines Employee Eligibility (Full-time almost always eligible, part-time and retirees sometimes) Matching Gift Ratio (Usually 1:1. Sometimes .5:1, 2:1, or 3:1) Nonprofit Eligibility Either most 501(c)(3) organizations or restricted to certain broad categories of nonprofits)Submission Deadlines (6 – 12 months or Feb. / Mar. of the following year) Submission Process (Increasingly electronic) Minimums and Maximums Min: $25 – $100 Max: $1,000 – $20,000 Guidelines
- 8. 8 Matching Gifts are Underutilized Lack of Awareness Many donors have never heard of matching gift programs Not front-of-mind Matching potential doesn’t cross the minds of many donors Unknown process Many donors have no idea how to submit their matching gifts Just forgot Well intentioned donors mean to submit their matches but just forget in matching gift funds go unclaimed annually. $6-$10 Billion We estimate that
- 9. 9 Top Matching Gift Companies Which companies offer the best matching gift programs and what makes for a strong program?
- 10. 10 What makes them so great? Top Matching Gift Programs Employee Eligibility The company matches donations from a wide range of individuals such as full-time, part-time, retirees, spouses, etc. Match Ratio The company has a generous matching gift ratio. Match Amounts The company has low minimums and high maximums. Nonprofit Eligibility A wide range of nonprofits and educational institutions are eligible. Submission Deadline There is a grace period for eligible donors to submit their matching gift requests. Submission Process Individuals can quickly and easily submit their matching gift requests.
- 11. 11 Generous limits and the creator of matching gift programs General Electric Employee Eligibility Employees, retirees, and surviving spouses Match Ratio 1:1 Match Amounts $25 - $50,000 annually Nonprofit Eligibility Nearly all 501(c)(3) organizations or educational institutions and UK nonprofits Submission Deadline Registered by the donor by April 15th of the following year Submission Process Easy online submission process
- 12. 12 The highest employee participation rate Microsoft Employee Eligibility Full-time and part-time employees Match Ratio Dollar for dollar Match Amounts $25 - $15,000 annually Nonprofit Eligibility Nearly all 501(c)(3) organizations and educational institutions Submission Deadline Within 12 months of the donation date Submission Process Easy online submission process
- 13. 13 The greatest match limits Soros Fund Management Employee Eligibility Employees and partners Match Ratio 3:1 for employees, 2:1 for partners Match Amounts $25 - $100,000 (meaning up to a $300,000 match) per individual Nonprofit Eligibility Nearly all 501(c)(3) organizations and educational institutions Submission Deadline Within 12 months of the donation date Submission Process Easy online submission process
- 14. 14 Fundraising matches and worldwide employees eligible BP (British Petroleum) Employee Eligibility Worldwide employees Match Ratio Dollar for dollar Match Amounts Up to $5,000 annually. Has a matching program for fundraising efforts. Nonprofit Eligibility Nearly all 501(c)(3) organizations and educational institutions Submission Deadline Within 12 months of the donation date (Unconfirmed) Submission Process Easy online submission process
- 15. 15 Fundraising matches and global employees eligible State Street Employee Eligibility Recently expanded to global workforce Match Ratio Dollar for dollar Match Amounts Up to $35,000 annually per employee based on role. Fundraising match of up to $5,000. Nonprofit Eligibility Nearly all 501(c)(3) organizations and educational institutions. Global organizations eligible. Submission Deadline Suitable for all category, Lorem Ipsum is not simply random text. If you are going to use a passage of Lorem Ipsum Submission Process Easy online submission process
- 16. 16 Marketing Tips What should organizations be doing to increase their matching gift revenue?
- 17. 17
- 18. 18 Keys to Increasing Matching Gift Revenue Your nonprofit wants to both prompt donors to submit their matching gift forms and make it as easy as possible to do so. ” “ ALI LEPECH Direct of Client Success – Double the Donation
- 19. 19 Incorporate matching gifts across your broader fundraising Matching Gift Marketing Strategies Marketing Strategy Communications with Donors Your Website Donation Process Emails / Newsletters Social Media Recognition Letters / Postcards Dedicated Matching Gift Page Website Navigation Ways-to-Give Pages Donation Page Confirmation Screen Acknowledgement Emails
- 20. 20 Newsletters Strategy Do you send regular emails to donors? Promote matching gifts either in their own email or as a section in a newsletter. Spread the word! Charcot Marie Tooth Association (CMTA) Email Newsletter
- 21. 21 Social Media Strategy Social media is a great way to engage your digitally savvy donors and volunteers to submit matching gifts. Scheduling messages on a recurring basis is an easy way to appeal to supporters without asking for an additional donation. National Kidney Foundation Facebook Post
- 22. 22 Recognition Letters / Postcards Strategy Recognizing your matching gift all-stars is a great way to continue promoting matching gifts, while ensuring your donors will continue filling out their matching gift forms in the coming years. After you receive a matching gift check from a corporation don’t forget to acknowledge the donor who took a few minutes to submit the match request. Not only will they be happy to hear you received the match but it will encourage them to give again and get future donations matched.University of Michigan Thanks for getting your donation matched postcard Front Back
- 23. 23 TIGER KIDS Illustration Design 535 WOLF KIDS Branding Company 535 Dedicated Matching Gift Page With a matching gift plugin from Double the Donation ASPCA (American Society for the Prevention of Cruelty to Animals Dedicated matching gift page using Double the Donation’s plugin Strategy Create a matching gift page for your nonprofit where you provide donors with company specific matching gift forms, guidelines, and instructions. Then share this page with your supporters. Consider this page your matching gift command center, your hub.
- 24. 24 Navigation Bar Strategy Provide easy access to matching gift information for all of your website’s visitors. You’ll want to direct donors to your dedicated matching gift page. Lazarex Cancer Foundation Website navigation bar linking to their matching gift page
- 25. 25 Ways-to-Give Page Strategy As donors are looking for ways to support your organization, remind them that having their employers double their donations is a simple, additional way to contribute. Either embed Double the Donation’s plugin or direct donors to your dedicated matching gift page. Cure Juvenile Myositis (CureJM) Double the Donation plugin embedded on a ways-to-give page Center for Puppetry Arts Banner ad featuring matching gifts takes supporters to their dedicated matching gift page
- 26. 26 Confirmation Screens Strategy New donors clearly care about your organization. Provide match information immediately after the donation process. The sooner a matching gift request is submitted after a donation, the better. Match details placed directly on the confirmation page encourage immediate action. Search for Common Ground The confirmation screen directs donors to their dedicated match page Morris Educational Foundation Adds Double the Donation’s plugin on the donation confirmation page
- 27. 27 Acknowledgement Emails Strategy You’re already emailing or mailing thank you letters to donors. Modify these letters to promote matching gifts. It’s an easy step, but it can make a big difference in matching gift awareness. Piedmont Healthcare Foundation Features a graphic and text link that takes donors to their match page
- 28. 28 Donation Pages Strategy Engagement is at its highest during the donation process. It’s a great time to promote matching gifts. Raise awareness when donors are at their most receptive. Sample DonorPro Donation Form Enables individuals to access matching gift forms and guidelines
- 29. 29 Double the Donation Demo How does Double the Donation’s matching gift tool work?
- 30. 30 Understanding Double the Donation’s service Signup Embed Share Donors Search Access Match Info Submit matches Step 01 Nonprofit subscribes to Double the Donation’s service. Step 02 Add Double the Donation’s plugin wherever you’d like Step 03 Promote matching gifts to your supporters Step 04 Donors type in their company name to see if their employer matches donations Step 05 Donors access forms, guidelines, and instructions Step 06 Donors submit matches through the standard company process Steps for the nonprofit Steps for your donors
- 31. 31 Easily add our plugin to your website and donation forms
- 32. 32 Our search box will appear anywhere you add our plugin
- 33. 33 Donors type in the name of their employer
- 34. 34 Donors access matching gift forms, guidelines, and instructions
- 35. 35 Additional Information Live Demo You can view a live demo on our website at: https://doublethedonation.com/demo/ Pricing Double the Donation’s service is a subscription based service: • Annual option - $399 per year • Two-year option - $678 for two years ($339 per year) Integrations: You can embed our plugin in multiple locations including on your own website and in DonorPro donation forms. Signup: You can sign up online at https://doublethedonation.com/donorpro/
- 36. 36 DonorPro / Double the Donation Integration How can you incorporate matching gifts into DonorPro’s donation forms?
- 37. Double the Donation & DonorPro CRM #matchinggifts
- 38. Easy 2-Step Setup #matchinggifts | @2xDonations | @DonorPro
- 39. Step 1 Visit doublethedonation.com/donorpro and sign up for Double the Donation. #matchinggifts
- 42. Step 2 Copy the Double the Donation API Key and paste it inside your DonorPro CRM configuration settings. #matchinggifts
- 43. Now you can use the Double the Donation Plug-in on your DonorPro online donation pages…
- 44. Interested in seeing what else you can do with DonorPro? We’d love to chat! Schedule a Live Personal Demonstration www.donorpro.com/demo Or call us at 866.935.8281
Editor's Notes
- Hello everyone, and welcome to the Webinar Today! My name is Dan Quirk, I’m the Marketing Manager here at DonorPro and it’s my great pleasure to introduce you all to our webcast “How to Leverage Matching Gifts to Accelerate Your Fundraising.” We have a very diverse audience on the call today. Some of you are current DonorPro clients, some of you are current Double the Donation clients, and I know that many of you are being introduced to both companies for the first time. So I just want to extend a special welcome to all of you and I hope everyone benefits greatly from what we’re about to share.
- So, let’s start with a quick fact about matching gifts. Did you know that 65% of Fortune 500 companies and many other smaller companies across the U.S., Canada, and Europe match employee donations to a wide range of nonprofits?
- For those of you who aren’t familiar with matching gift programs, I’m just going to give a quick overview. Matching gift programs are corporate philanthropy programs in which companies decide to allocate part of their corporate giving dollars to the nonprofits they their employees care about and are passionate about. The companies do this by saying, “Okay, if you donate to a nonprofit, we will match your donation.” The companies will oftentimes match employee donations dollar for dollar, with various guidelines in place.
- Another quick fact; General Electric was the first company to ever have a matching gift program. It was created over 60 years ago, in 1954. Since then, this part of corporate philanthropy has grown, as I mentioned before, to over 65% of companies.
- The table here just talks about some of the general guidelines. We discussed briefly that matching gift programs are programs where companies will match their employees’ donations to different nonprofits. It’s important to know that each company sets their own guidelines about everything from the employee eligibility to the kinds of nonprofits for which the company is willing to match employee donations. In some cases, for example, only full-time employees are eligible for a matching gift, where in other cases, sometimes part-time employees are eligible. Retirees of a company are sometimes eligible as well. The typical matching gift ratio is most frequently dollar for dollar, but sometimes companies will just match 50 cents on the dollar, or we’ll see 2 to 1 ratios or 3 to 1 ratios, etc. About 2/3 of companies with matching gift programs will match donations to almost any 501(c)(3) organization, and if they don’t, they will typically restrict their matching gift to a broad category, such as education, arts and cultural, environmental, etc. A submission deadline for matching gifts is usually either 6-12 months after a donation is made, or in February or March of the following year. Often people will ask what the minimum donation is for a companies to match their gift. Typically, a minimum is usually $25, but sometimes the minimum can be up to $100. Companies will match from what most of us would consider smaller donations, up to what most of us would consider bigger donations, often up into the thousands. Although there are some companies still use paper submission materials, the submission method is very much so switching into an increasingly electronic processes.
- When I talk with nonprofits about matching gifts, they are always so dumbfounded as to why more people don’t use matching gift programs. “It’s a free way to double their gift! Why wouldn’t they utilize that?!” And what I tell them is that is that there are a few reasons that people aren’t using their companies’ matching gift programs… Lack of awareness Not front of mind Unknown process Just forgot
- Which companies offer the best matching gift programs and what makes for a strong program?
- We’ve spoken about General Electric so much because they have such a high matching gift limit. They will match annually up to $50,000 per employee, retiree, or surviving spouse. And GE will match donations to almost any 501(c)(3) company. You can also note that the submission deadline is very late in the following year. So you could have a donor submit a matching gift in January and then not have to submit a matching gift request until over a year later.
- Microsoft is also a really good example of a company that has a great matching gifts program. They match up to $15,000 annually, but the really interesting thing about Microsoft is that about 65% of their employees participate in this program. That percentage is much higher than a lot of the companies we see with matching gift programs.
- Soros is another example that I want to talk about because they have an impressive matching gift ratio, with a 3:1 rate for employees and 2:1 rate for partners. This means they will match 3 dollars to per one dollar per employee and 2 dollars per one dollar per partner. Soros also has an impressively high maximum match, as they will match up to $300,000 per individual annually.
- The last example of a company with a great matching gift program is BP. Not only will BP match up to $5,000 per employee per year, but they have a program where they will grant up to $300 to a nonprofit of an employee’s choice per year. More and more companies across the several different industries are allowing a certain amount of money to be granted to their employees’ favorite causes without the employee having to spend any of their own money. These no strings attached grant programs provide employees the means to give to nonprofits that they may not have had without their companies’ support.
- Most matching gift programs apply to employees within the U.S., Canada, and Europe, but more recently, companies (like State Street Capital, for example) have expanded the program to global employees. At one point, State Street just matched U.S. employees, then it expanded to North America, and at this point, the company matches donations from all of it’s global employees. They also have a unique element where they will match the fundraising efforts of their employees. Usually matching gift programs will match the personal contributions from donors, but in the case of State Street and a handful of other companies, if an employee is participating in say a run, a walk, or a ride event, the company will actually match the donations the employee is raising from friends and family.
- The big question that I want to answer here is, “What should organizations be doing to increase their matching gift revenue?”
- If you check out this next slide, you’ll see different ways to raise your donors’ awareness about matching gifts. We’ve broken out a handful of different ways to raise awareness, some are online methods, some are offline methods. Here we have everything from modifications to your nonprofit’s website, to social media and email communications. We’ll walk through a few samples, and if you have any questions, make sure you put them in the chat box and we will cover those at the end of the webinar.
- One of the best ways to remind your donors about matching gifts is through direct communications with them. Sending an email or a newsletter periodically can work wonders in the matching gift world. Here’s an example from the CMTA where they’ve featured matching gifts in a dedicated email that went out to all of their donors, and as you can see, it’s pretty basic. The headline is “Find out if your employer has a matching gift program,” they explain what a matching gift is, and they provide a text link and a graphic that takes their donors to a dedicated matching gift page, where they’re really encouraging donors to see if their company will match their donation and sometimes providing more information about matching gifts.
- Most nonprofits nowadays have a social media presence, whether it’s on facebook, twitter, pinterest, etc. We often see nonprofits featuring matching gifts through these channels. Social media is becoming more and more of a relevant channel for marketing, and by taking advantage of this channel, you’ll be able to reach your more technologically savy donors.
- Recognizing your matching gift all-stars is a great way to continue promoting matching gifts, while ensuring your donors will continue filling out their matching gift forms in the coming years. When you receive a matching gift check from a corporation, make sure to take a few minutes to thank and acknowledge the donor who matched the request. A quick thank you will show the donor company that their gift was received, and it will encourage them to donate and match at a future date. Here’s an example of a recognition letter that U of M sends out, it’s just a simple thank you sent through the direct mail. This extra step can make a huge difference.
- One of the most common, and most tactical ways nonprofits bring their donors’ attention to matching gifts is through a dedicated matching gift page on their website. A matching gift page is a great opportunity give donors some background information on what matching gifts are and to inform donors which companies will match employee gifts to nonprofits. Matching gift pages have several common elements, usually including an overview of how matching gifts help, statistics and data on matching gifts, a list of companies or a searchable database of companies that match gifts. These dedicated pages also include links to forms and guidelines for companies with matching gift programs, tips for donors to submit matching gift requests to their employers, and some examples of previous matches received by your organization. Matching gift pages should incorporate as many of these elements as possible, but it’s not necessary to include every single one of them to have a well-formed matching gift page.
- Something we hear pretty consistently from nonprofits that we talk to is that they really want to modify their websites to make sure that donors and supporters who are bouncing around on their sites are able to find information on matching gifts or to prompt donors about matching gifts. Here is a really simple example of a nonprofit who has modified its website, Lazarex Cancer Foundation. In their navigation bar, they added a matching gift link. So if you have a matching gift page or if you have matching gift information on your site, make sure you’re highlighting that in your organization’s navigation bar.
- Donors come across your “ways to give” webpage as they’re exploring the different options to support your organization. Make sure you’re promoting matching gifts either with a link to your dedicated matching gift page, list of companies, or a matching gift search tool. Cure JM puts a company search tool directly on their ways to give page, which is very convenient to donors becayse they can search directly from this page. Another way to go about marketing matching gifts through a ways to give page is the way the Center for Puppetry Arts provides a graphic that links out to a matching gifts page. Both methods shown here do a great job of bringing donors’ attention to matching gifts.
- The confirmation screen is what donors see directly after they make a donation. Immediately after a donor gives a gift is the one of the most opportune times to prompt them with matching gift information. By promoting matching gifts directly after a donor gives a gift, their attention has not even left the page yet and they are much more likely to see if their company will donate than if you remind them days, weeks, or months later.
- Recently, we have been seeing more nonprofits putting matching gift information in acknowledgement emails. The acknowledgement letter is another well-timed opportunity to ask your donors to take a few minutes to search for their/their spouse’s employer and submit a matching gift form. Piedmont is one of the nonprofits that does this. They provide a graphic with a link that takes their donors to a matching gift page hosted on Double the Donation’s servers.
- Directly on the donation place is another ideal spot to market matching gifts to your donors. The strategy behind putting a link to a page with matching gift information right on your donation form is the thought that since individuals proceeding through the donation process of a nonprofit are already passionate enough about your cause to donate. By incorporating matching gifts onto the donation screen, you make it simple for donors to see that the potential to double their donation.
- How does Double the Donation’s matching gift tool work?
- When a donor types in their company, a drop down list appears, and then they are able to access company specific information.
- After selecting their company, they can see copies of the matching gift forms, links to the electronic submission process, links to the guidelines, information on the minimums and maximums, as well as instructions about how a donor goes about submitting a matching gift. And again, I encourage you to take a look at the demo page on our website. It’s fully searchable, so if you’re looking for information on a specific company, feel free to go to that page and use it internally.
- How can you incorporate matching gifts into DonorPro’s donation forms?