What Are Matching Gift Programs?
Matching gift programs are corporate philanthropy initiatives where employers match charitable donations made by their employees. When an employee donates to an eligible nonprofit, their company contributes an additional amount—typically equal to the original donation—effectively doubling the impact of every gift.
How It Works
- Employee makes a donation to your nonprofit
- Employee submits a matching gift request to their employer
- Company verifies the donation and nonprofit eligibility
- Company sends a matching contribution to your nonprofit
Some companies offer enhanced matching ratios of 2:1 or even 3:1, meaning a $100 donation could become $300 or $400 for your organization. Many programs also match volunteer time with monetary donations (known as "volunteer grants" or "dollars for doers").
The Massive Untapped Opportunity
Matching gift funds go unclaimed annually
Donors unaware of employer matching programs
Fortune 500 companies offer matching gifts
Donors more likely to give if match is offered
The matching gift opportunity represents one of the most significant sources of "free money" available to nonprofits. The challenge isn't availability—it's awareness. Most donors simply don't know their employer offers a matching program, and nonprofits aren't doing enough to educate them.
The Impact of Promotion
Studies show that simply mentioning matching gifts in fundraising appeals can increase response rates by 71% and boost average donation amounts by 51%. Donors give more when they know their gift will be multiplied.
How Matching Gift Programs Work
Typical Program Parameters
| Parameter | Typical Range |
|---|---|
| Match Ratio | 1:1 (most common), 2:1, 3:1, or 0.5:1 |
| Minimum Donation | $25-$50 |
| Maximum Match | $1,000-$15,000 per employee per year |
| Submission Deadline | 6-12 months after donation date |
| Eligible Employees | Full-time, part-time, retirees, spouses |
The Matching Gift Process
Donor Makes Gift
Supporter donates to your nonprofit online, by mail, or at an event.
Donor Submits Request
Employee submits matching request through company portal or paper form.
Company Verifies
Employer confirms donation with your nonprofit and checks eligibility.
Match Disbursed
Company sends matching funds (typically within 2-3 months).
Promotion Strategies That Work
The key to matching gift success is consistent, multi-channel promotion. Donors need to hear about matching gifts multiple times before they take action.
1. Donation Page Messaging
Add matching gift information directly on your donation form. Include a search tool or simple prompt asking donors to check if their employer matches.
Example Copy:
"Double your impact! Many employers match charitable donations. Enter your company name to see if you can multiply your gift."
2. Confirmation Page
Your donation confirmation page is prime real estate. Donors are engaged and feeling good—the perfect time to mention matching gifts.
Example Copy:
"Thank you for your generous gift! Did you know your employer might match your donation? Check here to potentially double your impact at no extra cost to you."
3. Thank-You Emails
Include matching gift information in your automated donation acknowledgment emails. This catches donors who missed the website prompts.
4. Dedicated Website Page
Create a dedicated matching gifts page with a searchable employer database, step-by-step instructions, and common FAQs.
5. Social Media Campaigns
Regularly share matching gift reminders on social media, especially during peak giving times like year-end and Giving Tuesday.
Donation Page Integration
The most effective way to capture matching gifts is to integrate the opportunity directly into your donation flow. Here's what to include:
Essential Elements
- Employer Search Field: Allow donors to search for their employer's matching program.
- Visual Impact Display: Show donors what their gift becomes with matching (e.g., "$50 becomes $100").
- Simple Checkbox: "My employer offers matching gifts" to capture intent for follow-up.
- Clear Instructions: Brief explanation of how matching gifts work for first-time donors.
Matching Gift Tools
Consider using a matching gift database service like Double the Donation, 360MatchPro, or Matching Gift Clearinghouse. These tools integrate with your donation forms and provide searchable databases of 20,000+ companies with matching programs.
Email Campaigns for Matching Gifts
Email is one of the most effective channels for matching gift promotion. Here's a strategic approach:
Immediate Thank-You Email
Send within minutes of donation
"Your $50 gift just made a difference! But wait—did you know many employers will match your donation? Check if your company participates and make your gift go even further."
Follow-Up Reminder (3-5 days later)
For donors who haven't submitted matching requests
"Don't leave free money on the table! Your recent donation of $50 might be eligible for a corporate match. It only takes 2 minutes to check."
Deadline Reminder
Before year-end for donations made earlier in the year
"Deadline approaching! Many matching gift programs require submissions by December 31st. If you donated this year, now is the time to submit your matching request."
Success Story Email
Share impact of matched gifts
"Thanks to matching gifts, donors like you helped us raise an extra $25,000 last year! Here's how corporate matches are making a bigger impact..."
Email Subject Lines That Work
- • "Your gift could be worth double"
- • "Did you know? Your employer might match your donation"
- • "Multiply your impact (no extra cost to you)"
- • "Free money for [Organization Name]—here's how"
- • "Don't forget: Your donation might qualify for a match"
Tracking and Follow-Up
Effective matching gift programs require systematic tracking and follow-up. Here's how to manage the process:
Key Metrics to Track
- Match-eligible donations: Total donations from donors whose employers offer matching
- Matching requests initiated: Number of donors who started the matching process
- Matching gifts received: Actual matching funds collected
- Conversion rate: Percentage of eligible donations that result in matches
Follow-Up Best Practices
Respond Quickly to Verification Requests
When companies reach out to verify donations, respond within 24-48 hours to prevent delays.
Keep Records Organized
Maintain clear records linking original donations to matching gifts for reporting and acknowledgment.
Thank Both Parties
Send acknowledgment to both the original donor and the company when matching funds arrive.
Top Matching Gift Companies
Here are some of the largest employers with matching gift programs. Use this list to identify potential matches among your donor base:
Technology
- • Apple (2:1 match up to $10,000)
- • Google (1:1 match up to $10,000)
- • Microsoft (1:1 match up to $15,000)
- • Meta/Facebook (1:1 match up to $10,000)
- • Salesforce (1:1 match up to $5,000)
Financial Services
- • Bank of America (1:1 match up to $5,000)
- • JPMorgan Chase (1:1 match up to $2,000)
- • Goldman Sachs (1:1 match up to $20,000)
- • Wells Fargo (1:1 match up to $5,000)
- • Fidelity (1:1 match up to $2,500)
Healthcare & Pharma
- • Johnson & Johnson (2:1 match up to $20,000)
- • Pfizer (1:1 match up to $5,000)
- • Merck (1:1 match up to $5,000)
- • Abbott (1:1 match up to $5,000)
- • UnitedHealth (1:1 match up to $5,000)
Other Industries
- • General Electric (1:1 match up to $5,000)
- • Boeing (1:1 match up to $10,000)
- • ExxonMobil (3:1 match up to $7,500)
- • Coca-Cola (2:1 match up to $10,000)
- • Disney (1:1 match up to $25,000)
Important Note
Matching gift programs change frequently. Always verify current program details through official company sources or a matching gift database service. Match ratios, limits, and eligibility requirements may have changed since this article was published.
Frequently Asked Questions
What is a matching gift program?
A matching gift program is a corporate philanthropy initiative where employers match charitable donations made by their employees. When an employee donates to a nonprofit, the company contributes an equal amount (or sometimes 2x or 3x the original donation), effectively multiplying the impact of the original gift.
How much matching gift revenue goes unclaimed each year?
An estimated $4-7 billion in matching gift funds goes unclaimed annually. Studies show that 78% of donors are unaware if their employer offers a matching gift program, representing a massive opportunity for nonprofits to increase donations without asking donors for more money.
Which companies offer matching gift programs?
Over 65% of Fortune 500 companies offer matching gift programs, including major employers like Apple, Google, Microsoft, Bank of America, General Electric, and thousands more. Many small and mid-sized companies also offer matching programs. Use matching gift databases to search specific employers.
How do I promote matching gifts to donors?
Promote matching gifts on your donation confirmation page, in thank-you emails, on your website's donation page, in email newsletters, and on social media. Include a matching gift search tool on your website and remind donors multiple times throughout the giving process.
Do matching gifts work for small nonprofits?
Absolutely! Most corporate matching programs match donations to any 501(c)(3) organization, regardless of size. Small nonprofits can benefit significantly from matching gifts, often seeing a 10-15% increase in annual fundraising revenue when they actively promote matching opportunities.
What if a donor's employer isn't in the database?
If an employer isn't listed, encourage the donor to check with their HR department directly. Many companies have matching programs that aren't widely publicized. The donor can also ask their employer to consider starting a matching gift program as an employee benefit.
Your Matching Gift Action Checklist
Ready to Double Your Donations?
We help small nonprofits implement effective matching gift strategies and maximize their fundraising potential.
Get Free Consultation