Debunking 7 donation match myths that may hold you back

This blog was written in collaboration with the team at Double the Donation, an online donation matching tool built to amplify nonprofit fundraising.

For many nonprofits, donation matching feels like a no-brainer. Matching programs drive more than $2–$3 billion in donations annually, and 84% of donors say they’re more likely to give if a match is offered. Yet, persistent myths about matching gifts still hold organizations back from maximizing their fundraising potential and reaching their goals.

Understanding the mechanics of matching is the first step toward building a sustainable revenue stream. Let’s get started.

The basics of donation matching in nonprofit fundraising

Donation matching is a form of philanthropy where a third party (often a company, major donor, or foundation) matches contributions from individual donors.

While many people think primarily of corporate matching, the truth is that matching encompasses several different forms. These include:

Employee matching

With employee or corporate matching gift programs, companies match employees’ donations to nonprofits and schools. According to Double the Donation research, over 26 million individuals work for 24,000+ companies that match donations.

Fundraising matches

Similar to employee matching gifts, fundraising matches empower employees to request funds for donations they raise. These initiatives often coincide with peer-to-peer fundraising campaigns, such as run/walk/rides and other event-a-thon experiences.

For example, if a fundraiser collects $1,000 for a 5K charity run, they can request an employer match, even if they didn’t contribute the funds themselves.

Custom matching gift programs

With a custom matching gift program, a company matches its employees’ donations. However, it matches gifts to a single nonprofit through an established partnership.

Donation match challenges

Through donation match challenges, a major donor agrees to match gifts up to the total collected within an established time frame. These initiatives instill urgency and often align with time-based efforts like Giving Tuesday.

Matching grants

With matching grants, the recipient collects a predetermined amount (typically equal to the match) via other donations. For example, a donor might propose a $10,000 donation. However, the nonprofit must first raise $10,000⁠ on its own.

Debunking common donation-matching myths

Let’s take a closer look at the most common myths about matching donations. Clearing up these misconceptions can remove unnecessary friction and set your organization up for a more successful campaign.

1. Few companies provide donation-matching programs

Many nonprofits hesitate to pursue employer-matching gifts, assuming that companies offering these programs are rare. In reality, the opposite is true.

Our research shows that tens of thousands of companies offer matching-gift initiatives for employees. This includes 65% of Fortune 500 companies, including Microsoft, Coca-Cola, State Street, and more.

Pro tip: Invest in a comprehensive matching gift database to easily identify program availability, guidelines, and submission processes.

2. Match-eligible donors are aware of the opportunities

Another common myth is that corporate match-eligible donors are already aware of the opportunity. We mentioned that over 26 million individuals work for companies that match gifts. However, most of them have never heard of these programs. In fact, research indicates that 78% of eligible donors are unaware of whether their company matches donations.

Pro tip: Take a proactive approach to marketing corporate matching to close the knowledge gap and ensure donors double their gifts.

3. Donation matches are “one-and-done” events

Donation matches aren’t a single-use tool. Whether within a single campaign or across your annual calendar, frequency breeds urgency rather than fatigue.

The more opportunities to double impact, the better. You can even turn a recurring match into an annual event, such as a gala or a Giving Tuesday tradition.

4. Donation matching is seasonal

Giving Tuesday and year-end giving are great opportunities to prompt matchable donations. However, proper communication can make your match successful any day.

In fact, dedicated donation matches can be the perfect way to boost donation amount and volume during the summer downtime, spring appeals, cause awareness days, or other events.

5. If you create a match, donors will come

It’s critical to view your match as you would any other campaign and promote it to as many donors as possible to maximize the return.

Consider your:

• Subject lines or email headers
• SMS campaigns
• Website announcement bars
• Social media stories and ads
• Donation page pop-ups

A donation match isn’t necessarily effective because it’s available. If donors don’t know how to take action within your match window, they’re unlikely to get involved.

6. A match is limited to specific donations

Many organizations believe that donation matches apply only to standard one-time appeals. In reality, you can (and should) leverage matching gifts across your entire fundraising ecosystem. This includes:

• Events: From galas and benefit concerts to 5Ks, event-related contributions often qualify for corporate matching.
• Community fundraising: Adding a matching component to individual fundraising pages can go a long way in empowering advocates.
• Recurring gifts: Unbeknownst to some, monthly donations and payroll gifts are typically eligible for matching. To streamline the process, batch donations for a single annual submission.

The bottom line is that donation matches are far more versatile than most realize. By expanding your matching-gift opportunities to include diverse campaign types, you ensure that every donor has the chance to double their gift.

7. Donation matching is complicated

Our final myth is a leading cause of unclaimed matches. It’s the idea that the matching gift request process is complicated for supporters.

However, the truth is that requesting a match is typically quick and easy. Although the donation process varies by company, most programs involve a brief online matching gift form that requests basic information about the employee, their donation, and the nonprofit organization.

Pro tip: Equip your nonprofit with best-in-class matching gift technology. Get a demo of Double the Donation and be sure to mention that you use GoFundMe Pro.

How donation matching works (step-by-step)

Whether leveraging a corporate program or establishing a challenge grant, here’s how the typical lifecycle goes:

1. Finding the match: Your nonprofit identifies a funder (a corporation, major donor, or board member) willing to match incoming donations.
2. Securing the initial donation: A supporter contributes during the active match period.
3. Verifying eligibility: For corporate matches, the donor researches their employer’s program. For challenge grants, the fundraising tool automatically tracks the gift toward the match goal.
4. Activating the request: For corporate matches, the donor submits a request to their employer. For challenge grants, the match is “unlocked” once the total goal is reached.
5. Disbursing the match: The funding source (the company or major donor) sends the matching funds to the nonprofit once the conditions are met.

This process ensures that every dollar has the chance to go twice as far. Fundraising software can also automate these steps with reminders and real-time progress bars.

Benefits of a complete donation-matching strategy

Beyond the extra money, donation matches offer several advantages for nonprofits. These include:

• Increased retention: Supporters feel more connected to a mission when they see their contributions doubled.
• Higher conversion rates: A match creates a “now or never” feeling, pushing undecided visitors to complete their gifts. This urgency helps nonprofits convert observers into contributors.
• Corporate connections: Employee matching is often the first step toward a corporate relationship. By tracking which companies match gifts to your cause, you can identify high-value prospects for future partnerships.
• Improved supporter data: When donors search for their company, you gain valuable insights into where they work. This data enables personalized outreach and helps you understand supporters’ professional demographics.

A matching gift strategy is about more than the immediate financial gain. It’s a tool for building long-term sustainability and deepening relationships among the nonprofit, individual donors, and the corporate world.

How to source and secure matching gifts

Finding a partner involves examining your network from a new perspective. Here are a few strategies to consider:

Corporations

Corporations can be your most valuable sources of matching gifts. Clear communication (and ample resources to assist donors in advocating for new matching programs⁠) encourages participation.

Companies may also consider funding a matching challenge, a matching grant, or another type of match to expand beyond their workforce.

Small businesses

Look to nearby boutiques, accounting firms, grocery stores, service providers, and restaurants. Smaller businesses often receive fewer sponsorship requests, and your shared commitment to the local community can make outreach more personal and effective. As a result, these partnerships may be easier to establish and grow.

Influencers and impact creators

Influencers and impact creators can mobilize modern supporters in powerful ways. With their broad reach and engaged online audiences, they can encourage followers to give toward a matching campaign. And if they’re personally aligned with your mission, they may even contribute a matching gift themselves.

Major donors

A major donor-funded match amplifies gifts from other individuals by leveraging a generous supporter’s contribution. To get started, use prospect research strategies to locate a donor willing and able to fund a match. From there, consider face-to-face meetings or video chats to pitch the idea.

Board members

A nonprofit’s board of directors is one of its most valuable donors and an ideal prospect for funding a match. Many companies (such as U.S. Bank, Autodesk, and Schneider Electric) even offer unique matching gift programs for board members.

Crowdfunding

While nonprofits often rely on a key contributor to supply a matching gift, some organizations lack the capacity to secure a match from a single donor. In that case, consider a crowdfunding campaign to combine smaller or midlevel gifts.

Creating your dynamic matching gift strategy

Donation matching isn’t just a bonus for your fundraising. It’s a vital part of a modern strategy. By dispelling the myths that hold you back, you can significantly increase your revenue and engagement.

And remember⁠, empowering your team with the right technology can go a long way. Learn more about how GoFundMe Pro and Double the Donation⁠ can help.

FAQs about donation matching

We’ve addressed common donation matching inquiries to help you navigate the process with confidence.

How do I pitch a donation-matching partnership?

Start with the relationships you already have. A warm introduction can make all the difference when approaching a potential partner.

Does a staff member know the owner of a local business? Do multiple donors work for the same generous employer? Leverage existing connections to open doors and build a strong foundation for the partnership.

What is the average donation match ratio?

The most common ratio is 1:1, meaning the company or major donor matches the initial contribution dollar for dollar. However, some match campaigns offer 2:1 or 3:1 matches to achieve greater impact.

Can you layer multiple matching gift opportunities?

Most often, yes. To amplify the impact of donations, consider layering multiple matching gifts, such as an employee match on top of a challenge gift.

For example, imagine an individual donates $100 during a challenge match, bringing the total to $200. When the donor’s company contributes an additional $100, the total comes to three times the initial gift.

Are there deadlines for requesting a match?

Yes. Challenge matches are generally organized during a specific period, such as an affinity month or designated giving day. Meanwhile, most companies require employees to submit match requests by the end of the calendar year or within a few months after the donation.

What types of organizations are eligible?

Most 501(c)(3) nonprofits and schools qualify for donation matches. However, some companies or foundations may have restrictions on religious or political organizations, so it’s crucial to check their specific policies.

Copy editor: Ayanna Julien