What is a Matching Gift Database?
A
matching gift database is an online tool that nonprofits use to identify companies that offer matching gift programs. These programs enable employees to have their charitable donations matched by their employers, typically dollar for dollar. By using this database, nonprofits can maximize their fundraising efforts by tapping into corporate philanthropy.
Why is it Important in Email Marketing?
Integrating a matching gift database into your
email marketing strategy can significantly boost your fundraising results. When donors are aware that their contributions can be doubled or even tripled, they are more likely to give and, in some cases, increase the size of their donation. Informing your supporters about matching gifts through targeted email campaigns can enhance donor engagement and loyalty.
Personalized Emails: Use a
segmentation strategy to send personalized emails to donors who work for companies with matching gift programs.
Automated Follow-Up: After a donation is made, send an automated follow-up email containing information about matching gifts and how to apply.
Highlight Success Stories: Share stories of other donors who have successfully doubled their impact through matching gifts.
Include a Matching Gift Search Tool: Embed a matching gift search tool in your emails to allow donors to easily check if their employer offers a matching gift program.
Increased Revenue: Potential to double or triple the contributions received from donors.
Higher Donor Retention: Donors are more likely to stay engaged and continue giving if they know their gifts can be matched.
Enhanced Donor Experience: Providing information about matching gifts can make the donation process more satisfying for supporters.
Comprehensive Database: Ensure the database includes a wide range of companies and is regularly updated.
User-Friendly Interface: The tool should be easy for both your team and donors to use.
Integration Capabilities: Check if the matching gift database integrates seamlessly with your existing
email marketing software and donor management systems.
Best Practices for Email Marketing with Matching Gifts
To effectively leverage a matching gift database in your email marketing, follow these best practices: Regular Updates: Keep your email content fresh and regularly update donors about new matching gift opportunities.
Clear Call-to-Action: Use strong, clear
calls-to-action to encourage donors to check if their gifts can be matched.
Segment Your Audience: Tailor your messages based on donor behavior and employment information to ensure relevance.
Track and Analyze: Monitor the performance of your email campaigns and make data-driven adjustments to improve outcomes.
Conclusion
Incorporating a matching gift database into your email marketing strategy can significantly enhance your fundraising efforts. By educating your donors about matching gifts and making it easy for them to participate, you can boost donations, improve donor retention, and create a more engaging giving experience. Choose the right tool, follow best practices, and continuously optimize your campaigns to maximize the impact of your email marketing initiatives.