Everyone loves a good deal. Think about those irresistible sales: Buy One, Get One Free or 50% Off. They’re designed to overcome our natural tendency to delay buying. Suddenly, there’s no reason to wait because who doesn’t want more for less?

What if you could create that same sense of urgency and excitement around charitable giving?

Good news: You can. Matched giving is the ultimate “bargain” for donors, and it’s a simple, proven way to supercharge your fundraising.

So, What Is Matched Giving?

Matched giving is exactly what it sounds like. When someone donates to your campaign, their gift gets matched usually dollar-for-dollar—by a partner, corporate sponsor, or major donor.

For your supporters, it’s like getting a bonus: every dollar they give does twice the good. For your organisation, it’s a game-changer, driving up donations and creating a buzz that keeps the momentum going.

Matched giving is exactly what it sounds like. When someone donates to your campaign, their gift gets matched usually dollar-for-dollar—by a partner, corporate sponsor, or major donor. For your supporters, it’s like getting a bonus: every dollar they give does twice the good. For your organisation, it’s a game-changer, driving up donations and creating a buzz that keeps the momentum going. For your supporters, it’s like getting a bonus: every dollar they give does twice the good. For your organisation, it’s a game-changer, driving up donations and creating a buzz that keeps the momentum going.

Why Matched Giving Works

Matched giving isn’t just about raising more money. It taps into basic psychology. Just like “buy one, get one free” makes shopping feel rewarding, matched giving makes donating feel impactful. Donors see their gift go further, which makes them more likely to give—and give generously.

Here’s why matched giving is so powerful:

• Warm-list donors (recently active donors) are 3x more likely to give 

• Cold-list donors (dormant donors) are 2x more likely to give 

• Donors often give larger gifts during matched campaigns.

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The Secret Ingredients to a Successful Matched Giving Campaign:

1. Set Clear Goals

Before you begin, define what success looks like for your campaign. Do you aim to raise a specific dollar amount, increase donor participation, or acquire new donors? Clearly articulated goals will guide your campaign strategy and help you measure success. Beyond just a dollar amount, consider:

1. Retention Goals: Increase the percentage of returning donors.

2. Engagement Goals: Motivate lapsed donors to contribute again.

3. Acquisition Goals: Bring in first-time donors.

2. Find the Right Match Partner

The essence of a matched giving campaign is the match itself. Partner with a corporate sponsor, major donor, or foundation willing to match donations up to a certain amount. The stronger the match, the more compelling your campaign will be.

Some ideas for match structures:

1. Challenge match: Donations are only matched if a specific goal is reached.

2. "Surprise Matches": Announce a match mid-campaign to re-ignite excitement.

3. Tiers of Matching: For example, match the first $10,000 1:1, then 2:1 for the next $20,000 to motivate higher contributions.

4. Step-up giving: Highlight the next highest match tier  For example, “Increase your gift to $50 to qualify for the match!” prominently on your donation form.

3. Craft a Compelling Narrative

A matched giving campaign is as much about storytelling as it is about fundraising. Ensure your narrative answers:

1. Why This Cause Matters: Use testimonials from beneficiaries or donors.

2. The Power of Now: Explain the urgency behind the campaign’s timing.

3. The Role of the Donor: Showcase how their gift and the match multiplies impact.

Pro Tip: Conduct A/B testing on your messaging to find the most effective way to encourage donors to increase their gift size. For instance, compare messages focused on the match multiplier (e.g., “Double your gift!”) versus the impact multiplier (e.g., “Your gift of $50 becomes $100, providing 10 meals.”).

Showcase tangible examples of what each donation level achieves, such as “$50 becomes $100, enough to fund two educational kits.”

4. Leverage Digital Tools

Matched giving campaigns thrive on accessibility. With Payments2Us, you can offer donors an exceptional giving experience while ensuring campaign transparency and ease of management. Key features include:

1. Customisable, mobile-friendly donation forms that reflect your brand.

2. Automated workflows to segment donor groups and send tailored appeals.

3. Real-time tracking of match progress to keep donors informed.

4. Integration with Salesforce to streamline data and donor management.

Pro Tip: Use Payments2Us reports and dashboards to monitor performance and adjust your strategy on the go.

5. Create Urgency

Urgency is your secret weapon for spurring donations. Beyond deadlines, consider:

1. Milestone Challenges: Offer a bonus match if halfway to the goal by a specific date.

2. Limited-Time Matches: Highlight a sponsor offering an increased match for a 48-hour window.

Use action driven messaging like “Double your impact! Every dollar donated before [date] will be matched up to $50,000.”

6. Engage Your Donor Base

Successful matched giving campaigns rely on strong donor engagement. Payments2Us makes it easy to connect with your audience through automated email campaigns, personalised messages, and dynamic reporting.

1. Use Payments2Us’ conditional content to tailor messages for regular donors versus one-time contributors.

2. Use Payments2Us to send email reminders leading up to and during the campaign.

3. Encourage donors to share the campaign on social media with built-in sharing options.

4. Highlight donor contributions in real-time to build momentum.

7. Acknowledge and Thank Supporters

The way you show gratitude matters. Tailor your thank-you efforts:

1. For high-value donors, offer a personal call or handwritten note.

2. Celebrate collective impact through a post-campaign report, sharing achievements with visuals and data.

3. Tailored thank you emails automatically generated and sent out through Payments2Us.

Idea: Host a virtual “thank-you event” where donors can hear from beneficiaries and see their impact firsthand.

8. Measure and Reflect

After the campaign ends, analyse its performance using Payments2Us reporting features. Did you meet your goals? What worked well, and what could be improved for next time? Use this data to refine future campaigns and keep your momentum going.

Key trends and metrics to track:

1. Average Gift Size Trends: How did match incentives influence donation amounts?

2. Donor Acquisition Costs: Were the funds raised offset by new donor acquisition expenses?

3. Pre-Campaign vs. During-Campaign Averages: Compare the average gift size before and during the campaign to assess the impact of the match.

4. Match Threshold Behavior: If the match starts at a specific threshold (e.g., donations over $100 are matched), track how many donors increased their gift size to qualify.

5. Donation Distribution: Identify shifts in small, medium, and large gift categories. Did the match attract more mid-range donors?

Post-Campaign Adjustments:

1. If you notice that average gift sizes increased due to matching, incorporate similar match incentives in future campaigns.

2. If donor acquisition costs were high but retention potential is strong, focus on personalised onboarding strategies for these new donors to maximize lifetime value.

Final Thoughts

Matched giving campaigns combine psychology, urgency, and storytelling to create a powerful fundraising engine. By aligning clear goals, compelling narratives, and digital tools like Payments2Us, you can maximise both short-term results and long-term donor relationships.

Ready to supercharge your matched giving campaign? With Payments2Us, you can effortlessly implement the strategies discussed—from customisable, mobile-friendly donation forms to real-time match tracking and automated donor engagement. 

Get in touch with us today to discover how Payments2Us can elevate your matched giving to the next level.