Gift Programs: The Key to More Nonprofit Funding

Nonprofits constantly seek innovative ways to increase donations and maximize their fundraising efforts – after all, changing the world isn’t cheap! But what if I tell you that a solution is already within reach, yet vastly underutilized? Gift programs, the unsung heroes of nonprofit funding, offer an incredible opportunity to boost contributions where many organizations overlook. 

That’s exactly why I am here for! – to break down what gift programs are, why they matter, and how your nonprofits can use them strategically to unlock more funding at the right time. So, let’s dive in, shall we? 

Understanding gift programs and their impact. 

Gift programs, commonly called matching gift programs, are corporate-sponsored initiatives that match employee donations to nonprofit organizations. Were you aware that over 26 million individuals work for companies with matching gift programs? Cool right? This is how it’s done.

The program typically matches donations at a 1:1 ratio ( dollar-for-dollar). Still, in some cases, companies may contribute more than the original donation amount, say 2:1 or even 3:1 ratios, effectively multiplying its impact. Most programs have a minimum and maximum donation amount they’ll match, commonly ranging from $25 to $10,000 annually per employee.

Read more: fundraising strategies for nonprofits. 

These programs are key to corporate social responsibility (CSR) efforts. They foster a culture of giving while helping businesses enhance their social impact and brand reputation. 

By tapping into these programs, nonprofits can efficiently improve their funding, strengthen donor engagement, and create a sustainable revenue stream. 

Why should nonprofits prioritize gift programs?

Matching gift programs are crucial in nonprofits, accounting for 11.8% of total corporate cash contributions. Given their impact, these programs deserve a permanent place in your fundraising strategy – here’s why. 

1. Expanding financial support: The most apparent benefit is the multiplication effect. A $100 donation can become $200, $300, or even more through corporate matching, instantly increasing your fundraising total without requiring additional donors. 

2. Encouraging workplace philanthropy: According to 360matchpro’s statistics, 84% of donors are more likely to contribute when a matching option is available, and 1 in 3 says they would increase their donation if their gifts were matched. This shows how matching gift programs can be powerful motivators for donor action. 

3. Forging corporate partnerships: When companies match their employees’ gifts to your organization, they’re forming a relationship with your nonprofit, building a long-term partnership that can lead to additional sponsorships, volunteer programs, and grants. 

4. Boosting donor engagement: When donors know their contribution will have an amplified impact, they feel a stronger connection to nonprofits. This makes them more engaged and likely to give again. Indeed, matching gift availability is the most influential factor in encouraging donors to give more, surpassing the impact of emergency appeals, holiday campaigns, and religious events. 

Read more: The Best Donor Engagement Strategies For Your Nonprofit 

How do matching gift programs work? 

While we should be mindful that each company structures its matching gift programs differently, the process of utilizing one typically involves the following steps: 

1. The employee donates – An employee contributes to a qualifying charity of choice. 
2. Submission of a matching gift request: The donor then submits a request through their employer’s HR department or an online portal. 
3. Company reviews and confirms eligibility – The employer verifies the donation and nonprofit’s qualification. 
4. Employer matches the donation – The company provides the agreed upon match amount. (varies per company) 
5. Your nonprofit receives the matching funds. 

Now that we know the gift program procedure, here is a short guide on marketing your matching gift program strategy. 

Is your nonprofit eligible for corporate gift programs? 

While many nonprofits can benefit from corporate matching programs, eligibility is subject to company policy. Here’s a breakdown of which nonprofits typically qualify: 

Organization that qualifies: 

• 501 ( c )( 3 ) nonprofits – Including education, healthcare, arts, environment, and human services charities. 
• Educational institutions – Universities, colleges, and K-12 schools. 
• Health and medical organizations – Hospitals, disease research groups, and community healthcare programs. 
• Arts and cultural institutions – Museums, theaters, and heritage organizations. 

Organizations that may not qualify: 

• Political groups – Campaigns and Political Action Committees (PAC) are generally ineligible. 
• Religious organizations – Churches and religious institutions may not qualify unless they provide non-religious community services. 
• Private foundations – Some companies exclude private or donor-advised funds from matching programs. 

Notable corporate matching gift programs

1. Microsoft employee giving program.

Microsoft’s matching gift program is one of the most generous and comprehensive corporate philanthropy initiatives, earning widespread recognition. In addition, Microsoft has created a user-friendly digital experience that makes giving almost effortless for its employees. 

Gift program highlight: 

• 1:1 match ratio.
• Matches donations from $1 up to $15,000
• Offers a volunteer match program ($25 per volunteer hour)
• Uses an automated online platform for easy submission.
• Processes matches quickly, typically within 3-4 weeks. 
• Guidelines and form: click here. 

2. Hewlett Packard (HP) matching gift program

HP has long led in corporate social responsibility. Its matching gift program supports education, technology, and community development. It goes beyond traditional giving by promoting digital literacy and empowerment.

Gift program highlights: 

• 1:1 match ratio for most donations (up to 3:1)
• Matches donations from $25 to $1000 in cash and $15,000 in HP technology per employee annually.
• Includes full-time, part-time and retired employees.
• Provides additional matching for technology and education-focused nonprofits. 
• Offers a volunteer grant program ( $10 per volunteer hour, up to $5,000 annually)
• Guidelines and form: click here. 

3. GAP matching gift program

GAP is a global retail brand committed to social responsibility. Its matching gift program supports its mission to create positive change beyond retail.

Gift program highlights: 

• 1:1 match ratio.
• Matches donations from $25 up to ( $10,000 for part-time and $15,000 for full-time employees)
• Extends matching to full-time, part-time, and retired employees. 
• $150 for every 15 hours of employee volunteers during the calendar year. 
• Offers expedited matching to specific cause areas. 
• Guideline and form: click here. 

4. Salesforce matching gift program

Salesforce continues with its 1:1:1 philanthropic model, where 1% of the company’s equity, 1% of its product, and 1% of employees’ time goes to charitable causes. Salesforce has built a strong corporate social responsibility program, and giving is a core part of its company culture.

Gift program highlights: 

• 1:1 match ratio. 
• Matches donations up to $5,000 per employee annually. 
• Randomly selects 1,00 employees each quarter to receive grants for volunteering with nonprofits. 
• Extends matching to full-time and part-time employees. 

Guidelines and form: click here.

5. Johnson & Johnson matching gift program

Johnson & Johnson’s matching gift program goes beyond simple donation matching. The company has made giving a key part of its social responsibility efforts, focusing on global health and community well-being.

Gift program highlights: 

• 2:1 match ratio for current employees. 
• 1:1 match ratio for retired employees. 
• Matches donations from $25 up to $12,500 per employee annually. 
• Includes wide range of eligible nonprofits. 
• Guidelines and form: click here. 

Gift programs strategies to bring in donations. 

Isn’t it nice to see how matching gift programs bring a touch of generosity with a side of “damn, humanity still exists!” in this world? Let’s take that spirit and dive into strategies to help you maximize your matching gift revenue!

1. Educate your donors.

The single best obstacle to matching gift success is donor awareness. According to Double the Donation, over 78% of donors are unaware of whether their companies offer matching gift programs. An estimated $4 – $7 billion in matching gift funds goes unclaimed annually. This lack of awareness among donors and the limited resources of nonprofits prevent nonprofits from pursuing matching gift revenue. 

Strategy implementation: 

• Include matching gift information in all donation communications. 
• Create a dedicated matching gift page on your website. 
• Train staff to ask about matching gifts during fundraising conversations. 
• Send targeted messages to donors about matching gift opportunities. 

You can utilize CallHub’s email outreach, SMS, and voice campaigns to ensure donors are informed about matching gift opportunities at the right time. 

2. Utilize gift matching database. 

Matching gift software makes it easy to find matching gift opportunities. It also helps donors through the submission process, saving time and effort.

Strategy implementation: 

• Integrate the software with your donation forms and CRM. 
• Use the software to identify donors from companies with matching programs. 
• Implement follow-up emails for matching gift-eligible donors. 

3. Optimize your donation forms.

Your online donation form is the perfect place to promote matching gifts, as donors are already in the giving mindset. 

Strategy implementation: 

• Add a matching gift search tool directly on your donation form. 
• Include a checkbox for donors to indicate interest in matching gifts. 
• Create a custom confirmation page with a matching gift in the next steps. 
• Follow up immediately post-donation with matching gift instructions. 

4. Leverage your CRM data.

Your donor database contains valuable information that can help your target matching gift opportunities. 

Strategy implementation: 

• Tag donors who work for companies with matching gift programs.
• Segment your communication to target those donors specifically. 
• Track which donors have submitted matching gift requests in the past. 
• Create reports to identify matching gift patterns and opportunities. 

5. Create dedicated matching gift campaigns.

Rather than treating matching gifts as an afterthought, build campaigns specifically around the matching opportunities. 

Strategy implementation: 

• Launch a campaign highlighting matching gifts. 
• Partner with a corporate that offers employee matching for a co-branded campaign.
• Create urgency around matching gift deadlines. 
• Showcase the increased impact possible through matches. 

6. Train your staff

Ensuring everyone on your team understands matching gift programs is crucial in effectively communicating their values to donors. 

Strategies implemented: 

• Conduct regular training sessions about matching gift basics. 
• Create a matching gift “cheat sheet” for fundraisers. 
• Role-play conversations about matching gifts. 
• Incentivise staff who successfully secure matching gifts. 

Read more on Volunteer Engagement Strategies: 5 Tips For Your Nonprofits

7. Thank and recognize matched donors 

Donors who take the extra step to secure matching gifts deserve special recognition.

Strategy implementation: 

• Send specialized thank you notes when matching gifts are received. 
• Create a special donor category for those who utilize matching gifts. 
• Highlight matched gifts in your annual report or donor recognition materials.
• Share the increased impact made possible through their additional effort. 

Read Also: Donor Recognition Ideas: How to Build Loyalty and Support 

Best time to promote gift programs 

Certain seasons and events allow you to launch and promote matching gift campaigns. 

1. Giving Tuesday: This global day of generosity presents an excellent opportunity for nonprofits to utilize matching gift programs. 

2. Year-end philanthropy: Many donors make charitable contributions before year-end for tax benefits, making it a strategic period for matching gifts. 

3. National philanthropic day: A day dedicated to giving is a prime time to highlight matching gift programs. 

4. Corporate giving campaigns: Many companies run yearly workplace giving programs. These programs help engage employees in matching gift opportunities.
5. Back to school fundraising: educational nonprofits can maximize donations by aligning gift programs with the school year kicking off. 

Final Input 

Matching gift programs help nonprofits double or even triple donations with little extra effort. They are a powerful way to increase funds. But they’re not the only option. Other programs like planned giving, memorial funds, and charitable gift annuities also boost fundraising and strengthen donor impact. Check out the complete list here.

Tenzin Tsetan

A Tibetan content strategist specializing in helping organizations amplify their digital presence. Through in-house content creation, bridging traditional wisdom with modern storytelling to engage diverse global communities, with a focus on political organizations, nonprofits, and advocacy groups.