Matching gifts are a powerful fundraising tool that can significantly boost revenue for nonprofit organizations. These programs, offered by companies and corporations, allow employees to double or even triple their charitable donations by matching their contributions to eligible nonprofits. However, many nonprofits fail to take full advantage of matching gifts due to a lack of awareness, understanding, and effective communication with donors. In this paper, we will explore five emails that nonprofits can send to increase matching gift revenue and maximize their impact.
1. The Welcome Email:
The welcome email is the first communication a donor receives after making a donation. It is a prime opportunity for nonprofits to educate donors about matching gifts and encourage them to take action.
Explain the Concept of Matching Gifts
Many donors are unaware of matching gifts and the potential impact they can have on a nonprofit’s revenue. The welcome email should explain the concept of matching gifts and how they work. This information can be presented in a clear, concise manner, using bullet points or a short video.
Provide a Link to the Matching Gift Search Tool
Most matching gift programs require donors to complete a simple form to request a match. Providing a direct link to the matching gift search tool in the welcome email makes it easy for donors to take action. The search tool can help donors determine if their employer offers a matching gift program and provide step-by-step instructions for submitting a match request.
Highlight the Impact of Matching Gifts
The welcome email should emphasize the importance of matching gifts and the impact they can have on the nonprofit’s mission. By demonstrating the power of matching gifts, donors may be more motivated to take action and submit match requests.
2. The Reminder Email:
Many donors may be unaware of their employers’ matching gift programs or forget to submit the necessary paperwork. A timely reminder email can help nonprofits capture these unclaimed matching gifts. Key components of a successful reminder email are:
Subject Line: Craft an attention-grabbing subject line, such as “Double Your Impact: Has Your Employer Matched Your Gift Yet?” to entice the donor to open the email.
Tone: Use a friendly and polite tone, emphasizing the importance of following through on the matching gift process.
Simplicity: Keep the email brief and straightforward, reminding donors of the matching gift opportunity and guiding them through the next steps.
Reiteration: Reiterate the impact their doubled donation can have on the nonprofit’s mission and the community they serve.
Incentives: Offer additional incentives, such as donor rewards, to motivate donors to complete the matching gift process.
Timing: Schedule the reminder email appropriately, typically 30-45 days after the initial donation, allowing time for the donor to receive and process the follow-up email.
3. The Matching Gift Deadline Email:
Matching gift deadlines can vary, with some companies requiring match requests to be submitted within a few months of the initial donation. The matching gift deadline email serves as a reminder for donors to submit their match requests before the deadline passes.
Create a Sense of Urgency
The matching gift deadline email should create a sense of urgency and encourage donors to take immediate action. Use headlines such as “Don’t Miss Out on Doubling Your Impact!” or “Last Chance to Double Your Donation!” to grab the reader’s attention.
Include a Direct Link to the Matching Gift Form
Like the welcome email, the matching gift deadline email should include a direct link to the matching gift form. This makes it easy for donors to find the form and submit their match request.
Provide Clear Deadline Information
The matching gift deadline email should clearly state the deadline for submitting match requests. Include the date and any relevant details, such as time zones or specific requirements.
4. The Follow-Up Email:
After a donor has contributed to a nonprofit organization, sending a follow-up email serves two primary purposes. First, it demonstrates gratitude and reinforces the impact of the donation. Second, it provides an opportunity to inform donors about matching gifts, potentially increasing their initial contribution or inspiring them to make another donation. Best practices for creating an effective follow-up email include:
Personalization: Address the donor by name, and make the email feel like a genuine thank-you note.
Storytelling: Share a brief, inspiring story related to the nonprofit’s mission, emphasizing how donations make a difference.
Matching Gift Information: Clearly outline the process for obtaining a matching gift, including any necessary steps or forms.
Visuals: Include images or infographics that break down complex information about matching gifts, making it easier for donors to understand.
Call-to-Action: Encourage donors to learn more about matching gifts and the impact their doubled donation can have.
5. The Annual Appeal Email:
During annual appeals, nonprofits can remind donors of the benefits of matching gifts and encourage them to take advantage of this opportunity. This email should:
* Recap the importance and impact of matching gifts on the nonprofit’s mission and programs
* Provide easy access to the nonprofit’s matching gift page or the company’s matching gift page
* Highlight the potential for increased donations and the positive effects on the nonprofit’s work
* Include a clear call to action, encouraging donors to submit matching gifts and support the nonprofit’s appeals
Conclusion:
Effective communication through email is key to maximizing the impact of matching gifts and increasing revenue for nonprofits. By sending timely, informative, and engaging emails, nonprofits can educate donors on the benefits of matching gifts, encourage submissions, and ultimately, make a greater impact in their communities.
