Matching gifts explained for nonprofits

What it means in practice

Matching gifts are additional contributions triggered when an employer or sponsor agrees to match a donor’s eligible gift.

They can increase response and average value when donors understand the opportunity and the next step is clear.

How to make matching gifts useful

1. Explain the matching opportunity in plain language.
2. Place the information where donors are already deciding whether to give.
3. Make it easy for donors to identify if they may be eligible.
4. Train staff on what the organization can and cannot promise in the process.
5. Use matching language in campaigns where urgency and multiplier effects matter.

Example in practice

A year-end match often works best when the page explains the terms briefly and keeps the donation path itself simple.

Warning signs to watch

• The match explanation is buried in long page copy.
• Staff cannot clearly answer donor questions about next steps.
• The campaign treats the match as a gimmick instead of a real driver of urgency.
• The donation page becomes more confusing instead of more compelling.

Operational next step

Decide where matching information belongs in your donation experience so it helps the donor instead of distracting them. If that improvement depends on a better website donation experience, the blog and features pages are the next practical places to look.