Corporate matching gifts are one of the easiest ways to increase the value of a donation without asking supporters to give more.
The challenge is that most donors don't know their employer offers a matching gift program, and many nonprofits don't make it easy for them to find out.
$4–7B
Estimated corporate matching funds available every year, much of it still unclaimed.
26M+
employees work for companies with matching programs
78%
of donors don't know if their employer offers a match
A dedicated matching gift page can help bridge that gap. When designed well, it becomes a simple, self-service resource that helps supporters check their eligibility, submit their match request, and double their impact.
In this blog, we’ll cover six simple ways to create a matching gift page that actually converts.
Tip #1:
Keep it simple
Most donors don't know whether their employer offers matching gifts or how the process works. Your matching gift page should answer those questions quickly and clearly.
Start with a simple explanation of what matching gifts are and why they matter. Let supporters know that many employers will match charitable donations, allowing them to double or even triple their impact at no additional cost.
Adding a few compelling statistics can help illustrate the opportunity:
- More than 26 million people work for companies that offer matching gift programs.
- 84% of donors are more likely to give if a matching gift is available.
- 1 in 3 donors say they would make a larger donation if their gift was matched.
Inform donors that eligibility depends on their employer's specific corporate giving guidelines and deadlines. We recommend embedding a matching gift lookup tool (see more details in tip #3) such as the one from Double the Donation that integrates with Funraisin forms.
If you don't have an integrated tool, encourage supporters to contact their Human Resources departments directly.
Always keep the copy concise and jargon-free. The goal is to help supporters immediately understand how employer matching works and encourage them to take action.
Tip #2:
Show supporters the impact
Matching gifts can significantly increase the impact of every donation. Donors are more likely to engage when they can see that impact in action.
Use your matching gift page to connect employer matching programs back to your mission. Showcase photos from your programs or events, highlight how matched donations support your work, or share fundraising metrics that demonstrate the value of matching gifts.
For example, you might highlight the total amount raised through matching gifts last year or illustrate what an additional $10,000 in matched donations could make possible for your organization.
When supporters can clearly see how employer matching amplifies their contribution, they're more likely to take advantage of the opportunity.
More ideas to try:
- Organization Images: Include candid images of your team, volunteers, beneficiaries, or community projects to ground the impact in real outcomes.
- Infographics: Illustrate how a single donation triggers a matching gift and is multiplied by the company.
- Impact Metrics: Tap into your fundraising data to communicate the impact of matching gifts and how they have fueled your program.
Tip #3:
Make it easy to find employer matching programs
If supporters have to leave your website to figure out whether their employer offers matching gifts, there's a good chance they won't come back.
An employer search tool removes the guesswork by allowing donors to quickly check their eligibility and access program details in just a few clicks. Better yet, it saves your team from having to manually maintain a database of employer matching gift policies that are constantly changing.
The easier you make it for donors to determine whether their gift qualifies for a match, the more likely they are to take action.
As a best practice, you’ll want to provide supporters with critical details about their employers’ matching gift program guidelines.
- Minimum and maximum match amounts
- Match ratios (1:1, 2:1, etc.)
- Submission deadlines and requirements
- Links to employer matching gift portals or forms
Reducing friction is one of the simplest ways to increase matching gift participation, turning casual curiosity into immediate, actionable momentum.
Tip #4:
Tell supporters what to do next
Once donors know they're eligible for a matching gift, they need to know how to apply. A few clear, actionable steps can make all the difference.
Consider outlining the matching gift process in three simple steps:
Check Eligibility
Guide supporters to check eligibility using the embedded search tool.
Submit the Request
Encourage eligible supporters to complete the necessary forms through their company’s portal. Be proactive and provide your nonprofit’s legal name, tax ID number, and mailing address.
Notify the Team
Make it easy for donors to communicate they have completed the process so you can track matches and forecast revenue.
The more straightforward the process, the more likely supporters are to follow through and complete their match request.
Tip #5:
Create a memorable URL
Your matching gift page should be easy to remember, to share, and to find.
A clean URL like yourorganization.org/matching-gifts is much more effective than a long, complicated web address. Simple URLs are easier for donors to type and for you to promote in email campaigns, direct mail, social media, and event materials.
If you're sharing your matching gift page offline, consider including a QR code so supporters can access it instantly from their mobile device.
Tip #6:
Optimize for mobile
Supporters are increasingly engaging with nonprofits on their phones, and matching gift pages are no exception.
Make sure your page is mobile-friendly by keeping content easy to read, buttons and forms are easy to use, and load times are fast. Verify that everything resizes to fit smaller screens, key calls to actions are within easy reach of a user's thumb, and you have optimized everything for speed.
Whether a donor is checking their employer's matching gift policy during their lunch break or submitting a request from their couch, the experience should feel seamless. A responsive, mobile-friendly matching gift page ensures supporters can double their impact anytime, from anywhere.
Turn matching gifts into a fundraising opportunity
Employer matching gifts are one of the simplest ways to increase fundraising revenue without asking donors to give more. By creating a matching gift page that's easy to understand and even easier to use, you'll help supporters maximize the impact of every donation while unlocking additional revenue for your mission.
Looking to simplify the process? Double the Donation’s company search tool integrates directly with Funraisin's giving forms, making it easy for supporters to check their eligibility and submit their matching gift request in just a few clicks.
Of course, be sure to promote your matching gift page across your website, email campaigns, newsletter, social media, and fundraising materials!
Small improvements to the donor experience can make a big difference in helping supporters maximize their impact and helping your organization raise more from every gift.
Bio
Adam Weinger is the President and Founder of Double the Donation, the leading fundraising software helping nonprofits and schools grow their revenue through workplace giving programs such as matching gifts, volunteer grants, and payroll giving.
Adam founded Double the Donation to make it easier for organizations to increase annual fundraising revenue through corporate programs. Under his leadership, Double the Donation has become a trusted fundraising technology powering the missions of thousands of nonprofits and schools.
About Double the Donation
Double the Donation is the leading fundraising software helping nonprofits and schools raise more through corporate giving programs, including matching gifts, volunteer grants, and payroll giving. Our tools make it simple for fundraisers to increase revenue by connecting donors to workplace giving opportunities.
Bio
As Principal Client Strategy Partner at Funraisin, Holly works closely with nonprofits to help turn their ambitious fundraising goals into reality.
She has served as a local fundraiser, a national program leader, a technology and operations director, and as a nonprofit consultant. Across every role, one thing has stayed the same: she loves building community and transforming passion into measurable impact.
About Funraisin
Funraisin is the fundraising platform built to raise more. We bring every giving moment together in one powerful platform, from peer-to-peer events and appeals to giving days and regular giving. Charities start from a proven foundation, create whatever they can imagine, and build supporter journeys that activate fundraisers and convert donors.
Invisible technology.
Limitless possibility.
Feeling inspired? If you're ready to level up your supporter experience, book a discovery call to chat with a platform specialist. We'll help you bring it to life.
