In right now’s aggressive fundraising panorama, faculties and universities are beneath growing strain to maximise each donation alternative. Some of the efficient—and sometimes underutilized—instruments in a college’s fundraising toolkit is matching presents. When you’re questioning how greater ed leaders leverage matching presents for achievement, you’ve come to the proper place.
In a recent webinar focused on unlocking the power of corporate matching, skilled greater ed fundraising professionals got here collectively to share their methods, experiences, and real-world success tales. From modern marketing campaign concepts to sensible tips about donor engagement, the dialog was full of actionable insights for development groups seeking to profit from matching reward 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 in the course of the giving circulate.
One of many easiest but handiest methods greater ed establishments can enhance matching reward income is by integrating matching gift prompts directly into the giving experience. When donors are already within the mindset of giving, that’s the right second to introduce the potential for doubling—and even tripling—their affect.
By together with a quick word or checkbox in the course of the donation course of that asks if the donor’s employer affords an identical reward program, establishments can seize donor consideration at a essential level of engagement. Some platforms even permit real-time employer lookup instruments that immediately inform a donor whether or not their firm has an identical reward program and how one can take the subsequent step.
Greater ed leaders who’ve applied this strategy have seen a big raise in matching reward submissions and completions. It’s a small tweak that may result in large outcomes, particularly when scaled throughout a number of giving types and hundreds of alumni and supporters.
Tip #2: Set up an identical reward internet web page.
Making a devoted matching gift web page is a foundational finest observe for greater ed establishments aiming to drive extra matching reward income by means 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 means of the method of checking their eligibility and submitting a match request with ease.
A well-designed matching reward web page ought to clearly clarify what matching presents are, how the method works, and why they matter. It also needs to function an employer search tool so donors can shortly see if their firm participates in an identical reward program and entry the related types and tips.
As soon as established, you’ll wish 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 doubtless donors are to take motion.
Tip #3: Automate e mail reminders.
Even essentially the most well-intentioned donors can neglect to observe by means of on an identical reward submission. That’s the place automated email reminders are available in. By establishing well timed, personalised follow-up emails (by means 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 reward continues to be recent within the donor’s thoughts. Together with clear directions, a hyperlink to your matching reward web page, and a reminder of their employer’s matching coverage can considerably enhance conversion charges—and matching gift software makes it simple to do.
Tip #4: Make the most of area exclusions.
Sadly, not each donor is eligible for a company matching reward—and within the case of upper training, that typically contains school and workers who work on the establishment itself. To keep away from confusion (and potential donor fatigue), greater ed leaders report that it’s good to arrange area exclusions that filter out recognized ineligible e mail addresses from matching reward communications.
By excluding domains like “@college.edu” out of your automated matching reward outreach (which is simple to do with Double the Donation), you make sure that workers aren’t receiving irrelevant prompts to submit a match they will’t really request. This small adjustment can enhance the donor expertise, scale back pointless e mail quantity, and assist keep belief and credibility in your communications.
The consequence? A cleaner, extra focused technique that focuses your outreach on the donors who’re most definitely to transform whereas respecting the time and inboxes of those that aren’t eligible.
Tip #5: Ship emails from an actual particular person.
Relating to donor communications, authenticity issues—and that features your matching reward outreach. One of many easiest methods to spice up engagement and belief is by sending your emails from an actual particular person, utilizing your establishment’s e mail area as an alternative of a generic or third-party deal with.
Emails that come from a recognizable title—like a growth officer, alumni relations supervisor, or matching reward coordinator—are likely to really feel extra private and credible. Consequently, they’re extra prone 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 greater 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 reward income.
Tip #6: Credit score matches to the unique donor.
When an identical reward comes by means 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 affect of their generosity, it’s finest to credit score the matching reward firm whereas offering a smooth credit score to the unique donor.
This strategy retains your information clear and correct—acknowledging the supply of the funds whereas nonetheless tying the reward again to the person who initiated it. Comfortable credit can help you hyperlink the match to the donor’s document, which is useful for donor recognition, giving totals, and long-term engagement.
Tip #7: Centralize your matching reward workforce.
Matching presents contact many components of a better ed development workplace—from annual giving and alumni relations to donor providers and company partnerships. With out a centralized strategy, efforts can develop into fragmented, resulting in missed alternatives, inconsistent follow-up, and inefficient workflows. That’s why one of the vital impactful methods is to centralize your matching gift efforts beneath a chosen workforce or level particular person.
By consolidating duty, your establishment can streamline processes, keep constant messaging, and higher observe match-related metrics. A centralized workforce can oversee every part from matching reward promotion and donor communication to monitoring submissions and reconciling funds.
Tip #8: Create an identical reward advertising video.
Typically, a video can do extra to encourage motion than a full web page of textual content—and that’s very true in relation to educating donors about matching presents. Making a easy but participating matching gift marketing video is a strong approach to enhance consciousness and drive submissions.
In our latest webinar, UCM shared that they have been capable of produce an identical reward explainer video, which can be viewed here, in beneath thirty minutes utilizing free or low-cost instruments (trace: Canva for Nonprofits). The video walked donors by means of what matching presents are, how the method works, and the place to verify if their employer participates. It was brief, simple, and most significantly—efficient.
The fantastic thing about video is its versatility. You’ll be able to embed it in your giving web page, function it in e mail campaigns, publish 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 may need.
Tip #9: Comply with up after key marketing campaign efforts.
Following main fundraising campaigns, corresponding to Giving Tuesday or different Giving Day occasions, donors are sometimes feeling beneficiant and engaged—however that doesn’t imply the work is over. Actually, these campaigns supply a wonderful alternative to spice up matching reward 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 affect of every donation you obtain. Many donors might neglect to verify for matching reward alternatives within the pleasure of the second, or they may not even bear in mind that matching presents exist in any respect. By sending a focused reminder shortly after the occasion, you may gently nudge donors to take motion and in the end double their affect.
Tip #10: Ship an identical reward reminder along with your reward receipts.
Acknowledging a donor’s reward is a crucial step in donor stewardship, nevertheless it’s additionally an amazing alternative to remind them about the potential for matching presents. Together with an identical reward reminder alongside your reward receipts ensures that donors are conscious of this chance and might take motion even after their donation has been processed.
As an example, UCM successfully included a quick word about matching presents on their acknowledgment envelopes. This small however impactful element serves as a mild nudge, reminding donors that their employers could also be keen to match their contributions, thus growing the general affect of their reward.
Tip #11: Add a P.S. part about matching presents to your appeals.
Typically, the only messaging might be the best—particularly when it’s positioned the place donors are most definitely 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 typically 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—corresponding to, “P.S. Do you know that your employer might double your reward? Go to our matching reward web page to seek out out how one can make an excellent greater affect!”—you’re giving them an easy-to-spot motive to observe by means of.
This tactic works nicely in each print and digital appeals. In printed letters, a P.S. part offers a brief, punchy reminder that stands out. In digital appeals, you may even hyperlink the P.S. to your matching reward 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 prolong to volunteer hours, too. Actually, tens of hundreds of employers supply volunteer matching programs, the place they’ll present a donation primarily based on the variety of hours their workers volunteer with eligible nonprofits and colleges.
By increasing your matching reward technique to incorporate volunteer hours, you unlock an entire new avenue of potential funding.
A good 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 reward webpage, in e mail campaigns, or on social media.
For instance, an e mail marketing campaign may emphasize, “Not solely can your reward be matched, however your volunteer hours might also rely in direction of further funding for our packages.” This faucets into the philanthropic mindset of supporters who’re already giving their time to the college, permitting them to make an excellent better affect.
Wrapping up & webinar replay
As establishments search for modern methods to stretch their fundraising efforts additional, matching presents supply a strategic benefit that may’t be ignored. By constructing consciousness, streamlining the matching course of, and fostering sturdy partnerships with company sponsors, greater ed leaders usually are not solely growing donations but in addition deepening their connections with donors.
When executed thoughtfully, matching presents can develop into 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 reward ideas and methods? Register now to look at the complete webinar replay:
