Double the Revenue: Incorporating Matching Gifts in Your Events
Written byIn the competitive world of nonprofit fundraising, finding innovative ways to maximize your revenue is crucial. Fortunately, engaging fundraisers like auctions, galas, and event-a-thon-style activities can go a long way in collecting donations, engaging supporters, and extending your organization’s reach.
If you’re looking to supercharge your upcoming fundraising events, matching gifts can be the key to unlocking new levels of success.
How? Corporate donation-matching programs can significantly boost your event's financial success by doubling or even tripling the contributions made by eligible attendees. In this blog, we’ll explore the benefits of matching gifts, how to seamlessly integrate them into your events, and best practices for maximizing your revenue.
Understanding Matching Gifts in Fundraising Events
Corporate matching gifts are a form of philanthropy in which companies match donations their employees make to charitable causes. A proactive approach to matching can substantially increase the total funds raised, making it a powerful tool for nonprofits.
Promoting matching gifts highlights the tangible impact of donor contributions and can lead to increased engagement, devotion, and support.
It’s also a tactic that works particularly well alongside other efforts—such as fundraising events. Despite its potential, however, many organizations leave matching gifts on the table, largely due to a lack of promotion or encouragement. That’s why, as your team plans its next event, we encourage you to incorporate matching gifts however you can.
We’ve provided a few suggestions for each step along the way.
Promoting Matching Gifts Before an Event
Marketing matching gifts in the time before a fundraising event is crucial for building awareness and anticipation of the opportunity. Early (and ongoing) promotion ensures that attendees are informed about matching gift programs, enabling them to check their own eligibility.
This preparation increases the likelihood of matching gift submissions and sets the stage for maximizing contributions. Here are some key ways that your team can do so.
Highlight Matching Gifts in All Event Marketing Materials
Begin promoting matching gifts well in advance of your fundraising event. Use your website, social media channels, direct mailings, and email newsletters to educate potential attendees about matching gifts leading up to the main event.
Gather Useful Data in Event Registration Forms
Event attendees often share invaluable information while completing the registration or sign-up process. Go a step further by inquiring about supporters’ employers and associated matching gift programs within the forms. This helps identify attendees who work for companies with matching gift programs and allows you to tailor your communications with them in the future.
Share Educational Resources for Donors to Explore Matching Gifts
Interested donors will want to learn more about matching gift opportunities before deciding to partake. To share helpful information, a dedicated web page is one of your best options. Supply detailed insights about matching gifts, including companies that offer programs and instructions on how to uncover eligibility or submit a request.
Incorporating Matching Gifts During Your Fundraising Event
Moreover, highlighting matching gifts directly within a fundraising event keeps the momentum going and reinforces the message of maximizing donations. It’s a great opportunity to make a matching gift ask of donors while they’re already at the height of their engagement with your cause, thus prompting immediate action and increasing overall participation.
Check out these ways to promote matching gifts as your event takes place!
Mention Matching Gift Opportunities in Event Announcements
During the event, make sure to mention matching gifts in any announcements your team makes—especially if you’re making a call for donations. Highlight the impact of these gifts and encourage attendees to check if their employer offers a matching gift program.
Include a Matching Gift Blurb in Printed Event Materials
Include information about matching gifts in event programs, brochures, signs, and other printed materials. To make it easy for donors to take their next steps, you can even include a scannable QR code that brings users to your matching gift resources from their smartphones.
Set Up a Matching Gift Kiosk Station
If possible, set up a booth or station where attendees can learn more about matching gifts while at your event. All you need is a tablet open to your organization’s matching gifts page and a staff member or volunteer well-versed in matching gifts to provide assistance for donors.
Implementing Matching Gift Follow-Ups After an Event
Finally, following up on matching gifts after a fundraising event is essential for capturing potential matches that were not completed during the event.
Remember: continuous engagement through reminders and updates can sustain donor interest and encourage future participation in giving and matching gifts alike. Consider the following ideas to wrap up your event’s matching gift promotions.
Send Thank-you Emails Acknowledging Donors' Support
Send personalized thank-you emails to attendees, including information about how their employers can match their donations. Provide clear instructions and links to resources to further simplify the request experience and increase the likelihood of donors following through.
Implement Additional Reminders for Unclaimed Matches
In addition to your existing acknowledgments, consider sending dedicated matching gift emails as well. These follow-up reminders should be sent to those who have not yet submitted a matching gift request, emphasizing the additional impact their contribution can have and encouraging them to do so.
Share Matching Gift-focused Impact Reports
Donors want to hear about the good work your organization is able to do with their support. Take some time to incorporate a matching gift focus in your progress reports and success stories. Share about the impact of the event and highlight specific instances where matching gifts have made a difference.
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All in all, incorporating matching gifts into your fundraising events is a powerful way to double your revenue and enhance donor engagement. By promoting matching gifts before, during, and after your events, you can maximize their potential and make significant strides toward your goals.
Just remember to educate your attendees about the opportunity, provide clear instructions, and recognize their contributions with gratitude. With the right approach—and the right tools to power your efforts—matching gifts can transform your events, bringing your fundraising to new heights.
