What Are Matching Gift Databases?
Matching gift databases are comprehensive repositories that contain information about companies that offer
matching gift programs. These programs allow companies to match the charitable donations made by their employees, effectively doubling the contribution to the nonprofit organization. In the context of
email marketing, utilizing these databases can significantly boost your fundraising efforts by tapping into these corporate matching opportunities.
Why Are Matching Gift Databases Important?
Matching gift databases are crucial because they provide a centralized source of information about companies that offer matching gifts. This can save you time and effort in identifying potential matching opportunities. By integrating this information into your email marketing campaigns, you can educate your donors about the availability of matching gifts and encourage them to take advantage of these programs.
Personalized Appeals: Use the data from matching gift databases to personalize your email appeals. For example, if you know a donor works for a company that offers matching gifts, mention this in your email to encourage them to submit a matching gift request.
Informational Content: Include
educational content about matching gift programs in your newsletters. Explain how these programs work, the benefits for donors, and provide instructions on how to submit a matching gift request.
Call-to-Action: Incorporate strong calls-to-action in your emails, urging donors to check if their employer offers matching gifts. Include a link to your matching gift database or tool where they can search for their company.
Follow-up Emails: After a donation is made, send a follow-up email thanking the donor and reminding them to check if their employer offers a matching gift program. Provide a direct link to your matching gift database for easy access.
Increased Donations: By informing donors about matching gift opportunities, you can potentially double the amount of contributions received.
Enhanced Donor Engagement: Providing valuable information about matching gifts can increase donor engagement and loyalty, as they see the impact of their donations being maximized.
Time Efficiency: Matching gift databases save your team time by providing a ready source of information about companies with matching gift programs, eliminating the need for extensive research.
Improved Campaign Effectiveness: By incorporating matching gift information into your email marketing, you can create more effective and compelling campaigns that encourage higher levels of giving.
Segmentation: Segment your email list based on donor information, such as their employer, to send targeted emails about matching gift opportunities.
Clear Instructions: Provide clear, step-by-step instructions on how donors can submit a matching gift request. This can include links to forms, company policies, and contact information.
Visuals: Use visuals, such as infographics and videos, to explain the matching gift process and its benefits. This can make the information more engaging and easier to understand.
Regular Updates: Keep your matching gift database up-to-date to ensure that donors have access to accurate and current information about matching gift programs.
Follow-up and Thank You: Always follow up with donors who have submitted a matching gift request to thank them and provide updates on the impact of their doubled donation.
Conclusion
Incorporating matching gift databases into your
email marketing strategy can greatly enhance your fundraising efforts by leveraging corporate matching gift programs. By educating and encouraging your donors to take advantage of these opportunities, you can maximize the impact of their contributions and foster a stronger connection with your organization. Remember to follow best practices for effective integration and always provide clear, actionable information to your donors.