Are you leaving money on the table? One of the easiest ways to increase donations is through employer matching gifts. Unfortunately, it’s also one of the easiest things for annual giving and educational fundraising programs to overlook – either because they’re not aware of the opportunities or they don’t know how to take advantage of them. To help your program stay on top, here are 5 things you can do to make the most of employer matching gifts. 

1. Make it someone’s responsibility

It doesn’t need to be a full-time job, but assigning someone to take ownership of your matching gift efforts is really important. They can help make sure it stays a priority, respond to donor questions, track progress, and follow up with individuals who haven’t yet submitted a match request. 

2. Focus where the opportunity is biggest

Don’t try to boil the ocean. Mine your data to identify employers with a large concentration of alumni. Then cast your attention there. By honing in on these organizations, you’ll get the biggest return on your investment of time and resources. Vendors specializing in matching gift data can be a great resource to streamline this process.

3. Highlight the opportunity for your donors

Start by making sure there’s a checkbox on your reply devices that says: “I work for a matching gift company.” This includes direct mail reply cards, online giving forms, and even event donation pages. Don’t ever assume that your donors are thinking about, or are even aware of, matching gifts opportunities.

4. Send a follow-up email AFTER donors make a gift

Timing is everything. Sending a follow-up email the day after a gift is received with the specific purpose of reminding them about potential matching gift opportunities can significantly increase the likelihood that they’ll notice and take action. Make sure the subject line references “employer matching gifts” so they don’t mistake it for a receipt or general acknowledgement.

5. Develop reports to track your activity 

You’ll achieve what you measure. Creating reports to track which employers offer matches, how many donors are submitting for matches, and how much revenue is generated can help you monitor and adjust your strategy throughout the year. This data is vital for making informed decisions about where to focus your efforts.

Don’t leave money on the table. Following these simple steps can help your institution take advantage of employer matching gifts and increase the impact of your donors’ support.

Want to learn more? Watch this on-demand webinar on Employer Matching Gifts in AGN’s library. Free for members!