Matching Gift Programs: How Nonprofits Can Unlock Employer Matches

The Matching Gift Opportunity

Corporate matching gift programs represent one of the most underutilized sources of nonprofit revenue in America. Here's the scale of the opportunity:

An estimated $4-$7 billion in matching gift funds goes unclaimed each year — funds companies have committed to match but employees never request

More than 65% of Fortune 500 companies offer matching gift programs

The typical matching ratio is 1:1, with some companies matching at 2:1 or 3:1

Match limits per employee typically range from $1,000 to $15,000 per year

Only about 8% of eligible donors actually submit a matching gift request

For nonprofits, this means: for every donor who works at a matching-eligible company, there is often an opportunity to double or triple the gift — at no cost to the donor.

How Matching Gift Programs Work

The typical matching gift process:

Employee donates to a qualifying nonprofit

Employee submits match request through their employer's system (usually online)

Nonprofit confirms donation when contacted by the employer

Employer sends matching gift directly to the nonprofit

Nonprofit acknowledges the matching gift separately

The entire process takes 2-8 weeks depending on the employer's system.

Eligible Donors

Most matching gift programs cover:

• Current employees (full and part-time)
• Retired employees
• Surviving spouses of employees
• Board members (some programs)
• Dependents (rare)

Eligible Organizations

Most programs match donations to 501(c)(3) public charities. Common exclusions:

• Religious organizations (some programs)
• Political organizations
• Organizations outside the U.S.
• Schools and colleges (some programs have separate education matching)

Why Donors Don't Use Matching Gifts

Understanding the barriers helps organizations overcome them:

Unaware of the program — Many employees don't know their company offers matching

Don't know it applies to the nonprofit they support — Donors assume matches only apply to major charities

Process seems complicated — Submitting a match request feels like extra work

Forget after donating — The intent is there, but follow-through fails

Worried about confidentiality — Don't want employer to know their giving

Miss deadlines — Most programs require matches to be requested within 12 months of the gift

Every one of these is addressable through communication and systems.

How Nonprofits Can Unlock More Matching Gifts

1. Make Donors Aware

During the donation process:

• Add a matching gift search tool to your donation form (free from several providers)
• Ask donors for their employer name when they give
• Display information about popular matching companies

After the donation:

• Include matching gift information in thank-you emails
• Mention matching in acknowledgment letters
• Send a dedicated matching gift reminder 1-2 weeks after the donation
• Include matching information in automated receipt emails

Throughout the year:

• Feature matching gifts in newsletters
• Post about matching on social media
• Include information on your website's "Ways to Give" page
• Mention during fundraising campaigns

2. Use Matching Gift Software

Several companies offer matching gift databases and automation tools that make the process easier for both donors and nonprofits:

Double the Donation — Widely used, integrates with most donation platforms

360MatchPro — Full-service matching gift automation

GiftEngine — Lower-cost alternative

These tools typically:

• Provide a searchable database of matching gift programs
• Auto-detect donor eligibility based on email domain
• Send personalized follow-up emails
• Track matching gift submissions
• Integrate with fundraising software

Costs range from free tiers for small nonprofits to $2,500-$10,000+ annually for full-featured versions.

3. Simplify the Process for Donors

After a donor gives, send them everything they need to submit a matching gift:

• Link to their employer's matching gift portal
• Confirmation of donation details (date, amount, receipt)
• Your organization's EIN number
• Your 501(c)(3) determination letter (if requested)
• A sample completed match form for reference

Remove every possible friction point.

4. Follow Up

A single email after a donation is not enough. Consider a follow-up sequence:

Day 1: Thank-you email including matching gift information

Day 7: Dedicated matching gift reminder with specific employer information

Day 30: Final reminder if no match has been submitted

Day 90: Annual reminder (for recurring donors)

Organizations that implement follow-up sequences typically see matching gift submissions triple.

5. Train Your Fundraising Staff

Your development team should:

• Know the top matching-eligible companies among your donors
• Mention matching gifts in every major donor conversation
• Include match potential in prospect research
• Track matching gifts as a distinct revenue stream

Top Companies with Matching Gift Programs

Some of the most generous corporate matching programs (programs change — verify current terms):

Many additional companies — often smaller or regional — also offer matching programs. The Double the Donation database contains over 20,000 employers.

Common Mistakes

1. Not asking for employer information. If you don't collect employer data, you can't promote matching gifts effectively. Add it to your donation form.

2. One-time mention and done. A single line in a thank-you letter isn't enough. Systematic follow-up is essential.

3. Assuming donors will figure it out. Most donors won't take the initiative — make it easy and obvious.

4. Ignoring matching gift revenue. Treat matching gifts as a distinct revenue stream with its own goals, metrics, and strategy.

5. Not tracking effectiveness. Without measurement, you don't know whether your matching gift program is working. Track submission rates, completion rates, and total matching revenue.

Frequently Asked Questions

How much can matching gifts actually add to revenue?

Organizations that implement strong matching gift programs typically see matching gifts represent 5-15% of individual giving revenue. For an organization raising $500,000 in individual gifts, that's $25,000-$75,000 in additional revenue at minimal cost.

Do we need to do anything to "qualify" for matching gifts?

Most matching gift programs automatically include 501(c)(3) public charities. Some employers require you to be listed in their approved database — you may need to add your organization. Tools like Double the Donation handle this automatically for thousands of programs.

What information do donors need to submit a match request?

Typically: organization name, address, EIN (tax ID), date of donation, amount, and their donor receipt. Have this readily available and include it in post-donation communications.

How long does it take to receive matching funds?

Varies by employer. Most programs process requests within 4-12 weeks. Some employers batch payments quarterly, so the delay can be longer.

Maximizing Corporate Giving

Matching gifts are one component of a broader corporate giving strategy that can include sponsorships, workplace giving campaigns, volunteer grants, and board placements.

Contact Giddings Consulting Group to develop a comprehensive corporate engagement strategy for your nonprofit, or explore our Corporate Sponsorship Guide.