In at the moment’s aggressive fundraising panorama, schools and universities are below rising strain to maximise each donation alternative. One of the crucial efficient—and infrequently underutilized—instruments in a college’s fundraising toolkit is matching presents. When you’re questioning how increased ed leaders leverage matching presents for fulfillment, you’ve come to the appropriate place.
In a latest webinar targeted on unlocking the facility of company matching, knowledgeable increased ed fundraising professionals got here collectively to share their methods, experiences, and real-world success tales. From progressive marketing campaign concepts to sensible tips about donor engagement, the dialog was full of actionable insights for development groups seeking to benefit from matching present alternatives.
On this recap, we’ll spotlight key takeaways from the session and discover particular ideas establishments are utilizing to make matching presents a strong driver for fundraising development and alumni engagement. Let’s start!
Tip #1: Spotlight matching presents through the giving circulate.
One of many easiest but handiest methods increased ed establishments can enhance matching present income is by integrating matching present prompts immediately into the giving expertise. When donors are already within the mindset of giving, that’s the right second to introduce the potential for doubling—and even tripling—their influence.
By together with a quick be aware or checkbox through the donation course of that asks if the donor’s employer affords an identical present program, establishments can seize donor consideration at a important level of engagement. Some platforms even enable real-time employer lookup instruments that immediately inform a donor whether or not their firm has an identical present program and find out how to take the subsequent step.
Increased ed leaders who’ve applied this strategy have seen a big elevate in matching present submissions and completions. It’s a small tweak that may result in huge outcomes, particularly when scaled throughout a number of giving kinds and 1000’s of alumni and supporters.
Tip #2: Set up an identical present internet web page.
Making a devoted matching present internet web page is a foundational finest observe for increased ed establishments aiming to drive extra matching present income by way of their web sites. In any case, this centralized hub serves as each an academic useful resource and a name to motion—guiding donors by way of the method of checking their eligibility and submitting a match request with ease.
A well-designed matching present web page ought to clearly clarify what matching presents are, how the method works, and why they matter. It also needs to characteristic an employer search device so donors can rapidly see if their firm participates in an identical present program and entry the related kinds and tips.
As soon as established, you’ll need to promote this web page throughout your giving campaigns, e-mail communications, social media, donor acknowledgments, and past. The extra seen it’s, the extra possible donors are to take motion.
Tip #3: Automate e-mail reminders.
Even probably the most well-intentioned donors can neglect to observe by way of on an identical present submission. That’s the place automated e-mail reminders are available in. By organising well timed, personalised follow-up emails (by way of Double the Donation or in any other case), establishments can gently nudge donors to take that subsequent step and full their match request.
These reminders are handiest when despatched shortly after the donation whereas the present remains to be recent within the donor’s thoughts. Together with clear directions, a hyperlink to your matching present web page, and a reminder of their employer’s matching coverage can considerably enhance conversion charges—and matching present software program makes it straightforward to do.
Tip #4: Make the most of area exclusions.
Sadly, not each donor is eligible for a company matching present—and within the case of upper training, that typically contains college and workers who work on the establishment itself. To keep away from confusion (and potential donor fatigue), increased ed leaders report that it’s sensible to arrange area exclusions that filter out identified ineligible e-mail addresses from matching present communications.
By excluding domains like “@college.edu” out of your automated matching present outreach (which is straightforward to do with Double the Donation), you make sure that workers aren’t receiving irrelevant prompts to submit a match they will’t truly request. This small adjustment can enhance the donor expertise, scale back pointless e-mail quantity, and assist preserve belief and credibility in your communications.
The consequence? A cleaner, extra focused technique that focuses your outreach on the donors who’re most probably to transform whereas respecting the time and inboxes of those that aren’t eligible.
Tip #5: Ship emails from an actual individual.
Relating to donor communications, authenticity issues—and that features your matching present outreach. One of many easiest methods to spice up engagement and belief is by sending your emails from an actual individual, utilizing your establishment’s e-mail area as a substitute of a generic or third-party handle.
Emails that come from a recognizable identify—like a growth officer, alumni relations supervisor, or matching present coordinator—are inclined to really feel extra private and credible. Because of this, they’re extra more likely to be opened, learn, and acted upon. In any case, donors are going to be way more receptive to a message from “Jessica at College Development” than from “no-reply@matchinggifts.com.”
Many increased ed groups even create customized signatures and headshots of their automated messages to offer them a heat, human contact. It’s a small element that may result in an enormous distinction in donor response—and in the end, extra matching present income.
Tip #6: Credit score matches to the unique donor.
When an identical present comes by way of, it’s not only a monetary win—it’s additionally a recognition alternative. Nonetheless, how that match is credited to your CRM could make an enormous distinction in donor stewardship, monitoring, and reporting. To make sure donors really feel the complete influence of their generosity, it’s finest to credit score the matching present firm whereas offering a tender credit score to the unique donor.
This strategy retains your information clear and correct—acknowledging the supply of the funds whereas nonetheless tying the present again to the person who initiated it. Delicate credit can help you hyperlink the match to the donor’s report, which is useful for donor recognition, giving totals, and long-term engagement.
Tip #7: Centralize your matching present workforce.
Matching presents contact many components of a better ed development workplace—from annual giving and alumni relations to donor companies and company partnerships. With out a centralized strategy, efforts can grow to be fragmented, resulting in missed alternatives, inconsistent follow-up, and inefficient workflows. That’s why probably the most impactful methods is to centralize your matching present efforts below a chosen workforce or level individual.
By consolidating duty, your establishment can streamline processes, preserve constant messaging, and higher monitor match-related metrics. A centralized workforce can oversee all the things from matching present promotion and donor communication to monitoring submissions and reconciling funds.
Tip #8: Create an identical present advertising and marketing video.
Generally, a video can do extra to encourage motion than a full web page of textual content—and that’s very true in terms of educating donors about matching presents. Making a easy but participating matching present advertising and marketing video is a strong strategy to enhance consciousness and drive submissions.
In our latest webinar, UCM shared that they had been capable of produce an identical present explainer video, which may be seen right here, in below thirty minutes utilizing free or low-cost instruments (trace: Canva for Nonprofits). The video walked donors by way of what matching presents are, how the method works, and the place to examine if their employer participates. It was quick, easy, and most significantly—efficient.
The great thing about video is its versatility. You may embed it in your giving web page, characteristic it in e-mail campaigns, put up it on social media, and even embody it in thank-you messages. It places a human face (and voice!) to the method and helps take away confusion or hesitation donors might need.
Tip #9: Observe up after key marketing campaign efforts.
Following main fundraising campaigns, similar to Giving Tuesday or different Giving Day occasions, donors are sometimes feeling beneficiant and engaged—however that doesn’t imply the work is over. The truth is, these campaigns provide a wonderful alternative to spice up matching present submissions with well timed follow-up reminders.
School of the Holy Cross shared that reaching out after key giving occasions is important for maximizing the influence of every donation you obtain. Many donors might neglect to examine for matching present alternatives within the pleasure of the second, or they won’t even bear in mind that matching presents exist in any respect. By sending a focused reminder shortly after the occasion, you’ll be able to gently nudge donors to take motion and in the end double their influence.
Tip #10: Ship an identical present reminder along with your present receipts.
Acknowledging a donor’s present is a crucial step in donor stewardship, however it’s additionally a terrific alternative to remind them about the potential for matching presents. Together with an identical present reminder alongside your present receipts ensures that donors are conscious of this chance and may take motion even after their donation has been processed.
For example, UCM successfully included a quick be aware about matching presents on their acknowledgment envelopes. This small however impactful element serves as a delicate nudge, reminding donors that their employers could also be prepared to match their contributions, thus rising the general influence of their present.
Tip #11: Add a P.S. part about matching presents to your appeals.
Generally, the best messaging may be the best—particularly when it’s positioned the place donors are most probably to see it. Including a P.S. part about matching presents on the finish of your enchantment letters or emails is an effective way to spice up consciousness and encourage donors to take motion.
Why? The P.S. part is without doubt one of the most-read components of any communication. It’s usually the place donors search for a fast takeaway, particularly in the event that they’re skimming your message. By together with a quick, compelling reminder about matching presents—similar to, “P.S. Do you know that your employer might double your present? Go to our matching present web page to search out out how one can make an excellent greater influence!”—you’re giving them an easy-to-spot purpose to observe by way of.
This tactic works nicely in each print and digital appeals. In printed letters, a P.S. part gives a brief, punchy reminder that stands out. In digital appeals, you’ll be able to even hyperlink the P.S. to your matching present web page for straightforward entry.
Tip #12: Broaden into volunteer matching alternatives.
For a lot of firms, matching presents aren’t restricted to financial donations—they will additionally lengthen to volunteer hours, too. The truth is, tens of 1000’s of employers provide volunteer matching applications, the place they’ll present a donation based mostly on the variety of hours their workers volunteer with eligible nonprofits and colleges.
By increasing your matching present technique to incorporate volunteer hours, you unlock a complete new avenue of potential funding.
An effective way to combine this into your efforts is by together with volunteer matching alternatives in your communication channels—whether or not it’s in your matching present webpage, in e-mail campaigns, or on social media.
For instance, an e-mail marketing campaign may emphasize, “Not solely can your present be matched, however your volunteer hours may depend in the direction of further funding for our applications.” This faucets into the philanthropic mindset of supporters who’re already giving their time to the college, permitting them to make an excellent larger influence.
Wrapping up & webinar replay
As establishments search for progressive methods to stretch their fundraising efforts additional, matching presents provide a strategic benefit that may’t be ignored. By constructing consciousness, streamlining the matching course of, and fostering sturdy partnerships with company sponsors, increased ed leaders are usually not solely rising donations but additionally deepening their connections with donors.
When executed thoughtfully, matching presents can grow to be a cornerstone of a profitable fundraising technique—turning each greenback into a long-lasting funding in the way forward for training.
In search of much more matching present ideas and methods? Register now to observe the complete webinar replay:
