Matching Gifts: The Easiest Way to Double Donations
If your team could double donations without asking supporters to give more, would you do it? Of course. That’s exactly why matching gifts matter—and why it’s surprising how often teams forget to mention them. Many supporters work for employers with donation-matching programs. The challenge isn’t generosity. It’s awareness. People don’t remember these programs exist, they don’t know they’re eligible, or they assume it will be complicated. Your job is simple: add a small, friendly reminder at the exact moments people are most likely to follow through.
The good news? You don’t need a complex system to benefit from matching gifts. A few clear prompts can unlock thousands of dollars that would otherwise be left on the table.
Why matching gifts matter in January
January is planning season. People are setting budgets, choosing priorities, and trying to start the year with “responsible adult” decisions. That makes it a great time for a gentle reminder that feels helpful—not pushy: your donation might go 2x.
This message works especially well in January because it doesn’t ask donors to stretch. It offers them a smarter way to give. For someone who wants to support your team but can’t increase their donation, matching gifts feel like the perfect solution. It’s a high-impact nudge with almost no downside.
And from your side, it’s one of the few fundraising strategies that can create a meaningful bump in revenue without any new donor acquisition. You’re simply capturing value that already exists.
Why teams miss it
Most teams don’t ignore matching gifts because they don’t care—they ignore them because they assume it’s “too corporate,” too confusing, or not relevant. But the truth is that matching gift programs are common, especially among mid-size and large employers. And donors are often happy to take the extra step when it’s presented clearly.
The bigger issue is that matching gifts aren’t top of mind. Donors typically don’t remember until someone prompts them. That prompt has to be simple, repeated, and timed well.
The easiest way to activate matching gifts
You don’t need a complicated program. You need a few placements that gently repeat the message in the places donors will actually see it. Think of matching gifts as a “three-touch reminder system.”
1) On the donation page
This is the best moment to plant the idea, before donors leave. Keep it short and friendly:
“Does your employer match donations? You may be able to double your impact.”
That’s enough. You don’t need a long explanation—just a nudge.
2) In the receipt or thank-you message
The receipt is an underrated opportunity because donors are still in “giving mode.” Add one line:
“Check if your employer offers matching gifts—it can double your donation.”
This catches people who didn’t notice the prompt earlier.
3) In one campaign reminder
During your campaign, send a reminder message that includes a quick match prompt:
“Many donations can be matched through employers—please take a moment to check.”
This works because some people donate first and think later. A reminder gives them a second chance.
That’s it. Three placements. Simple. Repeated. Effective.
Make it feel easy, not like paperwork
If your matching gift message sounds like tax instructions, people will ignore it. The goal is to make the extra step feel small, fast, and worth it. Try language like:
- “It only takes a few minutes and can double your donation.”
- “If you’re not sure, it’s worth a quick check.”
- “Matching is often easier than people think.”
You don’t need to make donors feel guilty. You want them to feel empowered.
If you have the ability, include a link to a matching gift lookup tool or a short “how-to” page. But even without that, the reminders alone can significantly increase the number of donors who take action.
Matching gifts are one of the simplest ways to raise more money without asking supporters to give more. The key is not complexity—it’s consistency. When you repeat a friendly prompt at the right moments, donors are more likely to check eligibility, submit a match, and double their impact. In fundraising, that’s a rare win: bigger results with minimal extra effort.