In as we speak’s aggressive fundraising panorama, faculties and universities are underneath growing strain to maximise each donation alternative. One of the vital efficient—and sometimes underutilized—instruments in a college’s fundraising toolkit is matching items. In case you’re questioning how increased ed leaders leverage matching items for achievement, you’ve come to the suitable place.
In a current webinar centered on unlocking the ability of company matching, knowledgeable increased ed fundraising professionals got here collectively to share their methods, experiences, and real-world success tales. From progressive marketing campaign concepts to sensible recommendations on donor engagement, the dialog was full of actionable insights for development groups trying to take advantage of matching reward alternatives.
On this recap, we’ll spotlight key takeaways from the session and discover particular suggestions establishments are utilizing to make matching items a strong driver for fundraising development and alumni engagement. Let’s start!
Tip #1: Spotlight matching items throughout the giving stream.
One of many easiest but simplest methods increased ed establishments can increase matching reward income is by integrating matching reward prompts immediately into the giving expertise. When donors are already within the mindset of giving, that’s the right second to introduce the potential for doubling—and even tripling—their impression.
By together with a quick notice or checkbox throughout the donation course of that asks if the donor’s employer gives 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 learn how to take the following step.
Increased ed leaders who’ve carried out this method have seen a major carry in matching reward submissions and completions. It’s a small tweak that may result in massive outcomes, particularly when scaled throughout a number of giving kinds and 1000’s of alumni and supporters.
Tip #2: Set up an identical reward internet web page.
Making a devoted matching reward internet web page is a foundational greatest apply for increased ed establishments aiming to drive extra matching reward income via their web sites. In spite of everything, this centralized hub serves as each an academic useful resource and a name to motion—guiding donors via 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 items are, how the method works, and why they matter. It also needs to characteristic an employer search software so donors can shortly see if their firm participates in an identical reward program and entry the related kinds and tips.
As soon as established, you’ll wish to promote this web page throughout your giving campaigns, electronic mail communications, social media, donor acknowledgments, and past. The extra seen it’s, the extra probably donors are to take motion.
Tip #3: Automate electronic mail reminders.
Even probably the most well-intentioned donors can neglect to observe via on an identical reward submission. That’s the place automated electronic mail reminders are available. By organising well timed, personalised follow-up emails (via 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 simplest when despatched shortly after the donation whereas the reward remains 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 improve conversion charges—and matching reward software program 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 schooling, that generally consists of school and workers who work on the establishment itself. To keep away from confusion (and potential donor fatigue), increased ed leaders report that it’s good to arrange area exclusions that filter out recognized ineligible electronic mail addresses from matching reward communications.
By excluding domains like “@college.edu” out of your automated matching reward outreach (which is straightforward 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 electronic mail quantity, and assist preserve belief and credibility in your communications.
The consequence? A cleaner, extra focused technique that focuses your outreach on the donors who’re most probably 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 electronic mail area as a substitute of a generic or third-party tackle.
Emails that come from a recognizable title—like a improvement officer, alumni relations supervisor, or matching reward coordinator—are likely to really feel extra private and credible. Because of this, they’re extra prone to be opened, learn, and acted upon. In spite of everything, donors are going to be much more receptive to a message from “Jessica at College Development” than from “[email protected].”
Many increased ed groups even create customized signatures and headshots of their automated messages to present them a heat, human contact. It’s a small element that may result in a giant 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 via, it’s not only a monetary win—it’s additionally a recognition alternative. Nonetheless, how that match is credited to your CRM could make a giant distinction in donor stewardship, monitoring, and reporting. To make sure donors really feel the complete impression of their generosity, it’s greatest to credit score the matching reward firm whereas offering a mushy credit score to the unique donor.
This method retains your information clear and correct—acknowledging the supply of the funds whereas nonetheless tying the reward again to the person who initiated it. Mushy credit 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 group.
Matching items contact many components of a better ed development workplace—from annual giving and alumni relations to donor companies and company partnerships. With out a centralized method, 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 reward efforts underneath a delegated group or level particular person.
By consolidating duty, your establishment can streamline processes, preserve constant messaging, and higher monitor match-related metrics. A centralized group can oversee all the pieces from matching reward promotion and donor communication to monitoring submissions and reconciling funds.
Tip #8: Create an identical reward advertising and marketing video.
Typically, a video can do extra to encourage motion than a full web page of textual content—and that’s very true relating to educating donors about matching items. Making a easy but participating matching reward advertising and marketing video is a strong approach to improve consciousness and drive submissions.
In our current webinar, UCM shared that they had been in a position to produce an identical reward explainer video, which might be seen right here, in underneath thirty minutes utilizing free or low-cost instruments (trace: Canva for Nonprofits). The video walked donors via what matching items are, how the method works, and the place to verify if their employer participates. It was quick, easy, and most significantly—efficient.
The great thing about video is its versatility. You possibly can embed it in your giving web page, characteristic it in electronic mail campaigns, publish it on social media, and even embrace it in thank-you messages. It places a human face (and voice!) to the method and helps take away confusion or hesitation donors might need.
Tip #9: Observe 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. The truth is, these campaigns provide a superb 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 crucial for maximizing the impression of every donation you obtain. Many donors could neglect to verify for matching reward alternatives within the pleasure of the second, or they won’t even bear in mind that matching items exist in any respect. By sending a focused reminder shortly after the occasion, you possibly can gently nudge donors to take motion and in the end double their impression.
Tip #10: Ship an identical reward reminder along with your reward receipts.
Acknowledging a donor’s reward is a crucial step in donor stewardship, but it surely’s additionally a terrific alternative to remind them about the potential for matching items. Together with an identical reward reminder alongside your reward receipts ensures that donors are conscious of this chance and may take motion even after their donation has been processed.
For example, UCM successfully included a quick notice about matching items on their acknowledgment envelopes. This small however impactful element serves as a delicate nudge, reminding donors that their employers could also be prepared to match their contributions, thus growing the general impression of their reward.
Tip #11: Add a P.S. part about matching items to your appeals.
Typically, the only messaging might be the simplest—particularly when it’s positioned the place donors are most probably to see it. Including a P.S. part about matching items 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 likely 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 items—corresponding to, “P.S. Do you know that your employer could double your reward? Go to our matching reward web page to seek out out how one can make an excellent larger impression!”—you’re giving them an easy-to-spot motive to observe via.
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 possibly can even hyperlink the P.S. to your matching reward web page for simple entry.
Tip #12: Broaden into volunteer matching alternatives.
For a lot of firms, matching items aren’t restricted to financial donations—they will additionally prolong to volunteer hours, too. The truth is, tens of 1000’s of employers provide volunteer matching applications, the place they’ll present a donation based mostly 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 electronic mail campaigns, or on social media.
For instance, an electronic mail marketing campaign might emphasize, “Not solely can your reward be matched, however your volunteer hours can also depend in the direction of further funding for our applications.” This faucets into the philanthropic mindset of supporters who’re already giving their time to the college, permitting them to make an excellent better impression.
Wrapping up & webinar replay
As establishments search for progressive methods to stretch their fundraising efforts additional, matching items provide a strategic benefit that may’t be ignored. By constructing consciousness, streamlining the matching course of, and fostering sturdy partnerships with company sponsors, increased ed leaders will not be solely growing donations but in addition deepening their connections with donors.
When executed thoughtfully, matching items can develop into a cornerstone of a profitable fundraising technique—turning each greenback into an enduring funding in the way forward for schooling.
Searching for much more matching reward suggestions and methods? Register now to observe the complete webinar replay:
