Matching Gifts & Corporate Giving in Virtual and Hybrid Events

Fundraising events have long been a staple in many organizations’ strategies. Why? A single event can generate significant revenue, and supporters love giving back to the causes they care about while partaking in an engaging event experience. Today, these events are increasingly taking place in the digital realm⁠—at least in part. Virtual and hybrid events continue to be popular choices for the organizations hosting and the supporters attending them, offering a unique chance to engage donors near and far.

However, many fundraising organizations continue to miss out on a crucial opportunity to maximize their event success: corporate philanthropy. In the ever-evolving landscape of nonprofit fundraising, corporate giving (specifically, employee-driven programs like matching gifts) has become increasingly vital.

This blog post explores the power of matching gifts and broader corporate giving in virtual and hybrid events. We'll walk you through each of the following questions and answers to do so:

• What role does corporate giving play in virtual and hybrid fundraising events?
• What are corporate matching gifts…and do event donations qualify?
• How can a nonprofit increase matching gifts through virtual and hybrid events?
• What types of fundraising events work well with matching gifts and corporate giving?

Let’s begin!

What role does corporate giving play in virtual and hybrid fundraising events?

Corporate philanthropy and corporate giving play a significant role in the success of virtual and hybrid fundraising events. By providing essential support for the nonprofits hosting such initiatives, companies can help these events achieve or even surpass their goals.

Here's how they can do so:

Event Sponsorships: Corporations often financially contribute to virtual and hybrid fundraising events by participating in a sponsorship program. In this scenario, a company selects a tier of support and contributes the associated amount for the event. Then, in exchange for their donation, the business receives prominent brand placement, acknowledgment in event materials, or opportunities to showcase their offerings to attendees.

Matching Gifts: Many corporations offer matching gift programs where they match their employees' donations to eligible nonprofit organizations. This can significantly amplify the impact of individual donations (often doubling or tripling their value), encouraging greater participation and higher initial donation amounts among individual donors. And that’s not even counting the additional funds available when companies fulfill their matches!

In-Kind Donations: When asked, corporations often donate goods or services that can be used in nonprofit events as auction items, prizes, or other incentives. In-kind gifts may also include behind-the-scenes assistance such as technology or event space⁠, ultimately reducing the event-hosting costs and boosting ROI (return on investment).

What are corporate matching gifts…and do event donations qualify?

Corporate matching gifts programs, mentioned above, are initiatives companies offer to match donations their employees make to eligible nonprofits. It’s an excellent way to incentivize individual and corporate giving alike, with each gift going twice as far toward the organization’s mission and goals.

Though it varies from company to company, the process generally looks like this:

1. The Donation—An employee donates to a nonprofit organization. The gift can typically be made through an event, a general fundraising initiative, or a targeted campaign effort.
2. The Research ⁠— The employee then checks with their employer (or uses a matching gift database supplied by the nonprofit) to see if their recent transaction qualifies for a matching gift.
   
   
3. The Submission — If the gift qualifies, the employee submits a matching gift request to their employer. This process usually involves providing details about the donation, such as the amount and the recipient organization, in an online form.
   
   
4. The Review — Once the request has been submitted, the company reviews it and makes a decision. Some employers also require the recipient organization to verify their team members’ initial donations before they approve a match request.
   
   
5. The Match ⁠— Upon reviewing the request and verifying the donation, the employer matches the employee's contribution according to program guidelines.

So, how do event donations—specifically those made through virtual or hybrid events—work with matching gifts? Unfortunately, there’s not a simple answer. Millions of donors work for companies with matching gift programs, but each employer ultimately establishes its own program eligibility criteria. While some companies might match all event donations their employees make, others may implement additional stipulations.

For example, donations made during fundraising events often qualify for matching gifts, provided the nonprofit organization hosting the event is eligible for corporate matching and the employee follows the company's matching gifts process. At the same time, things like ticket costs can be more of a grey area.

As a rule, consider whether an attendee receives tangible benefits⁠—e.g., entertainment, a t-shirt, etc.—with their ticket purchase. If they do, subtract the estimated Fair Market Value (FMV) of all benefits offered from the initial purchase price. This amount is considered a tax-deductible gift to your organization and generally considered matchable by a donor's employer.

How can a nonprofit increase matching gifts through virtual and hybrid events?

Nonprofits can employ various strategies to increase matching gifts through virtual and hybrid events. These might include:

Collecting employment data in event registration forms. Start identifying donors who work for companies that match gifts! Including employment fields in event registration forms allows your team to easily screen for potential matching gift donors attending your upcoming events. Then, use your data to initiate tailored, company-specific follow-up messaging encouraging donors to complete their matches.

Making and showcasing a matching gift video explainer. Many eligible donors may not be aware of the matching gift opportunity as a whole. Creating a video walkthrough to showcase within your virtual or hybrid event allows you to increase knowledge of the programs among attendees and provide additional context regarding program involvement.

Adding in-person elements to promote matching at hybrid events. While virtual events provide an excellent platform to reach a broad audience, hybrid events offer the opportunity to engage with attendees in person as well. That means you should be marketing matching gift opportunities in your physical event space, too! Elements such as signs, kiosks, booths, or displays can reinforce the importance of donation-matching and provide helpful resources for attendees looking to get involved!

Providing detailed tax receipts with FMV information. For ticketed events where a portion of the ticket price (but not the whole ticket price) is tax-deductible, providing detailed gift receipts with Fair Market Value (FMV) information is crucial. This additional context ensures that donors can determine the match-eligible portion of their gifts and complete their request form with accuracy.

Integrating a matching gift tool with its event platform. If you’re planning a virtual or hybrid event, your organization is likely equipped with an intuitive digital fundraising platform. In order to streamline the process of identifying, pursuing, and tracking matching gift opportunities, we recommend automating matching gifts with a dedicated fundraising tool like Double the Donation. Fortunately, Double the Donation’s 360MatchPro integrates seamlessly with the ClickBid platform, providing an optimized experience for your team and its supporters. 

What types of fundraising events work well with matching gifts and corporate giving?

When choosing a specific fundraising event for your nonprofit to host, the options are just about limitless. However, some events make it easier to implement corporate partnerships than others.

Check out a few of our top recommendations for virtual and hybrid events your audience and its sponsors will love:

• Auctions ⁠— Organize a virtual or hybrid auction or raffle featuring corporate-donated items or experiences. When sponsors contribute the items for which attendees will bid, your team can reduce its upfront costs and maximize its return on investment. Then, encourage donors who give above and beyond their bid payments to have their gifts matched by their employers to increase their impact on your cause.
• Galas ⁠— Even when hosted online, formal events like galas often attract corporate sponsors and other high-net-worth individuals. Matching gifts may be promoted during the event, and corporate partners can choose their level of support based on pre-determined sponsorship tiers.
• Event-a-thons ⁠— Encourage supporters to fundraise on behalf of your organization through peer-to-peer campaigns that culminate in an exciting event (think: run/walk/ride-a-thon). Then, be sure each person who gives to the campaign is informed about matching gift opportunities and knows how to locate program guidelines. It’s also a good idea to check if your P2P fundraisers work for companies that offer fundraising matches. Those who do may be eligible to have all of their collected donations matched by their employers. And those whose employers don’t already match team member gifts may be willing to do so through a one-off matching gift partnership!

Regardless of the event type you choose, remember to follow up with attendees after it concludes. Thank donors for their generous support and remind them about matching gift opportunities. If you know a donor’s employer, provide clear instructions and actionable next steps for submitting matching gift requests for the company!

The role of corporate philanthropy in fundraising events⁠—in-person, virtual, and hybrid alike⁠—is an indispensable one. As online engagement experiences continue to rise in popularity, organizations have a prime opportunity to leverage matching gifts and corporate partnerships to the fullest. In doing so, they can amplify their fundraising efforts and engage donors on a deeper level.

By tapping into the resources and support of philanthropic-minded businesses, nonprofits can unlock new avenues for growth and maximize their reach and impact. Whether through sponsorship opportunities, matching gift programs, or other employee engagement initiatives, corporate generosity can bring your next event to new heights.