Key Matching Gift Messaging Tips to Drive Year-End Donations

As year-end approaches, nonprofits are in high gear to maximize donations and make the most of the giving season. A powerful yet often underutilized strategy to amplify donations⁠—particularly at the end of the year⁠—is through matching gifts.

After all, matching gifts enable donors to double or even triple their contributions, giving their donations an even greater impact. By crafting strategic and compelling messaging around matching gifts, nonprofits can capture more opportunities to increase support.

In this post, we’ll dive into essential tips for effective matching gift messaging that will help drive year-end donations, boost donor engagement, and ultimately enhance the impact of your mission. These include:

1. Emphasize impact-focused language.
2. Establish a sense of urgency.
3. Leverage social proof.
4. Tell inspiring stories.
5. Provide clear and simple instructions.
6. Employ tailored and segmented messaging.

Whether you’re starting from scratch or looking to breathe new life into your existing matching gift outreach, incorporating these tips into your strategy can go a long way.

Let’s begin!

1. Emphasize impact-focused language.

Using impact-focused language in your matching gift messaging helps donors see the real, tangible difference their contributions make. Quick blurbs like “Double your impact” or “Multiply your support” can show donors that every dollar counts twice, emphasizing the unique opportunity matching gifts provide.

Here’s an example: 

Your $50 donation becomes $100 with a matching gift, providing meals for twice as many families in need. Double your impact today and bring even more hope this season.

2. Establish a sense of urgency.

Creating urgency in your messaging encourages donors to act promptly, which is especially important around year-end. Remind donors of deadlines—both for the giving season and for companies’ matching gift submission periods—to create a time-sensitive call to action.

Here’s an example: 

There are only a few days left to double your donation with a matching gift! Make your impact by December 31st and help us reach our goal of serving 1,000 more families this holiday season.

3. Leverage social proof.

Social proof highlights the actions of others to encourage more people to participate. When potential donors see that others are taking advantage of matching gift opportunities, they’ll likely feel increasingly compelled to do the same.

Here’s an example: 

Thanks to matching gifts from donors like Sarah, we were able to double our impact last year! Join her and double your impact, too, this year.

4. Tell inspiring stories.

Telling stories about the impact of previous matching gift donations can create a powerful emotional connection with donors, motivating them to give⁠—and to get their gifts matched. When donors see the real-world effects of their contributions, they’re more likely to feel invested in your cause and to go above and beyond for your mission accordingly.

Here’s an example: 

Last year, matching gifts helped us provide job training to 200 individuals. This includes Maria, who now has a stable job and can provide for her children.

5. Provide clear and simple instructions.

Many donors are unaware of how to submit matching gift requests, so providing easy-to-follow steps ensures they can complete their matches with ease. Clear instructions help donors understand the full matching gift process and take action without confusion or hesitation, which ultimately leads to unclaimed funds.

Here’s an example: 

If your employer offers a matching gift program, your donation can have double the impact! Simply visit our Matching Gifts page to search for your company, access the guidelines and forms, and complete a brief online submission. From start to finish, it should take less than five minutes!

6. Employ tailored and segmented messaging.

The more personal and targeted your matching gift messaging feels to your donors, the more inclined they’ll be to get involved. Aim to segment your outreach by likely matching gift eligibility, recency of giving, and more. Not to mention, plugging in customizable details, such as the donor’s first name or employing company, can give it an extra personal touch!

Here’s an example: 

Did you know your employer, Apple, matches donations? Your recent contribution of $100 could be doubled, bringing even more impact to our mission.

With year-end being one of the most crucial times for fundraising, leveraging matching gift messaging can significantly enhance your nonprofit’s efforts. 

Remember, the right messaging not only boosts donations but also builds lasting donor relationships.

Use these tips to make the most of matching gift opportunities this season and maximize the impact of every dollar raised for your mission⁠—now and in the future. And don’t forget about the power of automation, which is made available by equipping your team with the right technology. Good luck!