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How Donation Matching Elevates Online Fundraising

By Colin Hunter

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Ever wondered how some online fundraising campaigns seem to reach their goals in record time? Well, let me introduce you to a game-changer in the world of fundraising: donation matching.

Picture this: you decide to donate $50 to your favorite charity. Now, imagine if someone stepped up and said, "Hey, I'll match that $50!" That's donation matching in a nutshell. It's when a generous soul pledges to match the donations made by others, essentially doubling the impact of each contribution.

Why It's a Game-Changer

1.         Double the Bang for Your Buck

Donation matching turbocharges the impact of individual donations. When people know their contribution will be matched, they're more likely to dig a little deeper and give more generously.

2.         A Sense of Urgency

Ever noticed those countdown clocks in fundraising campaigns? That's because donation matching often comes with a time limit. This creates a sense of urgency, encouraging people to act fast and donate before time runs out.

3.         Everyone's Invited to the Party

Matching campaigns aren't just for big-time donors. They attract folks who might not have donated otherwise, lured in by the promise of doubling their impact.

4.         Building Trust

When a reputable company or organization offers to match donations, it adds credibility to the campaign. Donors feel more confident knowing their money is going to a cause backed by someone they trust.

Guidelines for Making it Work

·           Be Transparent

Lay out the rules of the matching game for everyone to see. No hidden agendas here!

The American Red Cross' disaster relief efforts often include donation matching campaigns. They clearly communicate to donors that their contributions will be matched by corporate partners up to a certain amount, providing transparency and encouraging more people to give.

·           Find a Partner with Heart

Make sure your matching donor shares your organization's values. It's all about keeping it real.

Charity: Water, a nonprofit organization dedicated to providing clean and safe drinking water to people in need, often partners with companies that prioritize social responsibility. By partnering with companies like Google and Microsoft, Charity: Water ensures that their matching partners share their commitment to making a positive impact on the world.

·           Shout it from the Rooftops

Spread the word about your matching campaign far and wide. Social media, emails, carrier pigeons—whatever it takes!

The #GivingTuesday movement, which takes place annually on the Tuesday after Thanksgiving, encourages people to give back to their communities and support charitable causes. Many organizations participate by launching matching campaigns and leveraging social media to raise awareness. The widespread promotion of #GivingTuesday has led to millions of dollars in donations each year.

·           Show Some Love

Don't forget to thank your donors and matching partners. A little gratitude goes a long way.

DonorsChoose.org, a nonprofit organization that connects donors with public school teachers to fund classroom projects, goes above and beyond to thank their supporters. They send personalized thank-you notes from the teachers and provide updates on the impact of each donation, fostering a sense of connection and gratitude among donors.

By following these guidelines and incorporating real-life examples, organizations can maximize the effectiveness of their donation matching campaigns and make a meaningful difference in the world.

How to Sell it to Donors

·           Paint a Picture: Help donors visualize the impact of their contributions. Double the donation, double the smiles!

Imagine you're supporting a local animal shelter's donation matching campaign. You could paint a picture for potential donors like this: "Your $50 donation could help provide food and shelter for a homeless animal in need. But wait, with our matching campaign, your $50 instantly becomes $100, doubling the impact! That means twice as many wagging tails, twice as many purrs of gratitude, and double the smiles on the faces of our furry friends waiting for their forever homes."

·           Time is of the Essence: Create a sense of urgency to get people to act fast. Those matching funds won't last forever!

Let's say you're raising funds for a medical emergency relief organization. You could create a sense of urgency like this: "Every second counts when lives are on the line. Right now, our donation matching opportunity is in full swing, but those matching funds won't last forever! Act fast to double your impact and provide critical medical supplies and care to those in urgent need. Together, we can save lives, but only if we act now!"

·           Share the Stories: Nothing tugs at the heartstrings like a good story. Share tales of how past matching campaigns have made a difference.

Picture a nonprofit focused on education for underprivileged children. You could share a heartwarming story like this: "Meet Sarah, a bright young student whose life was changed by your generosity. Thanks to past donation matching campaigns, Sarah now has access to quality education and the opportunity to pursue her dreams. Your support can create more success stories like Sarah's. Let's write the next chapter together!"

·           Throw in Some Goodies: Who doesn't love a little extra incentive? Consider offering matching gifts or special perks for donors who join the party.

Let's say you're fundraising for an environmental conservation organization. You could entice donors with special perks like this: "Join our donation matching campaign today and not only will your contribution be doubled, but you'll also receive a limited-edition reusable water bottle as a token of our appreciation. It's our way of saying thank you for helping us protect our planet for future generations!"

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Tools of the Trade

Maximizing the efficiency and impact of donation matching campaigns is crucial, and these tools of the trade make it easier than ever to elevate your fundraising efforts:

1.         Online Platforms: Take advantage of fundraising platforms with built-in matching features. It's like having your own personal fundraising assistant!

2.         Matching Gift Software: Invest in software that takes the hassle out of matching. Think of it as your secret weapon for maximizing donations.

3.         Peer-to-Peer Power: Let your supporters do the heavy lifting by creating their own fundraising pages. They bring the passion, you bring the matching funds!

 

In Conclusion

Donation matching isn't just a fundraising strategy—it's a game-changer. By harnessing the power of matching campaigns, organizations can supercharge their fundraising efforts, engage donors on a deeper level, expand their donor base, and make a real difference in the world.

Unleash the power of donation matching to elevate your nonprofit fundraising. With strategic implementation, this innovative strategy can amplify your reach and fuel your mission-driven work. Ready to supercharge your fundraising efforts effortlessly? Choose BetterWorld's user-friendly online donation platform. Sign up for free today and unlock everything you need to raise more funds in less time! Let's double down on generosity and change lives together!

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Colin Hunter
AUTHOR

About Colin Hunter

Colin Hunter is the cofounder of BetterWorld, where he leads initiatives to expand reach and impact. Previously, he cofounded and served as CEO of luxury custom menswear brand Alton Lane. Colin’s experience as a consultant with Bain & Company, working with Global 1000 companies, shaped his approach to leadership and growth. He holds a BA from the University of Virginia and studied in Oxford, England. Colin lives in Scottsville, Virginia with his wife and three daughters.

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