5 Reasons Your Nonprofit Isn’t Getting More Matching Gifts

Matching gifts for nonprofits are one of the most powerful yet overlooked ways to grow giving without asking donors to give more.

A matching gift is when a company donates the same amount — or sometimes more — than what their employee gives to a nonprofit. These employee giving programs are part of corporate philanthropy, and thousands of businesses offer them as a benefit to their employees.

For nonprofits, this means free money on the table. If someone donates $100, their employer might give another $100⁠ — instantly doubling the impact.

Yet, despite how valuable this is, billions of dollars in matching gifts go unclaimed each year. In fact, studies show that between $4 and $7 billion in matching funds are left unused every year. That’s a huge missed opportunity for nonprofit organizations.

Let’s explore the five most common reasons why your nonprofit may be missing out, and what you can do to make the most of these programs.

1. You don’t know where donors work

A major roadblock to securing matching gifts is not having donors’ employment information. This data is what unlocks access to matching gift opportunities. Without it, there’s no way to tell which gifts might qualify for a corporate match.

Unfortunately, many nonprofits don’t collect this info during the donation process. Whether donors give through your website, at an event, or by mail, if you’re not asking them where they work, you’re missing out. This gap leaves thousands of dollars unclaimed simply because no one followed up.

Here’s how to fix it:

• Add an optional employer field to your GiveWP donation form.
• Include the employer question in event registrations or follow-up surveys.
• Use tools like Double the Donation with GiveWP to gather and store employment info automatically.

Knowing where donors work helps you send targeted emails that prompt them to submit a match. It also helps donors feel supported, making them more likely to act. The result is higher revenue and stronger relationships.

2. Donors don’t know matching gifts exist

A big reason why nonprofits aren’t getting more matching gifts? Most donors simply don’t know they exist. Awareness is the biggest barrier when it comes to matching gifts for nonprofits.

According to Double the Donation, more than 26 million people in the U.S. work for companies with matching gift programs⁠ — but 78% of them don’t know their employer offers one. That means the responsibility falls on your nonprofit to educate them.

Here are a few ways to raise awareness:

• Include matching gift info on your website’s donation page.
• Promote matching gifts regularly through your email marketing.
• Share reminders on social media and in thank-you messages.

When donors know they can double their gift at no cost to them, it increases both engagement and satisfaction. And the earlier you let them know, the more likely they are to complete the match process. Raising awareness is one of the fastest, lowest-effort ways to increase your donation totals.

3. The process is too confusing for donors

Even when donors know about matching gifts, they often stop before finishing the process. Why? Because each company has a different process for submitting a match. Some use gift management software or online portals, others rely on paper forms or PDF uploads, and a few require employees to contact HR directly.

This complexity can discourage even well-meaning donors. In fact, while 10% or more of all donations are typically eligible for a match, only 1.31% actually get matched. The result is a huge gap between potential and actual corporate support.

Here’s how to make it easier:

• Help donors identify whether their gift is match-eligible.
• Share details like match minimums and maximums, eligible nonprofits, and submission deadlines.
• Link to your donor’s employer’s matching gift page or provide HR contact info.

If you use tools like Double the Donation’s search tool, donors can check their company’s policy directly on your donation form. This step removes friction and keeps donors from abandoning the process.

Simplifying the experience shows donors that you value their time and want to help them make a bigger impact. When the process is smooth, more people follow through — and more matching dollars come in.

4. You’re not using automation software

Many nonprofits still try to manage matching gifts manually. But that takes time your team doesn’t have, and it’s easy to miss follow-ups or lose track of which donors are eligible. That’s where automation software changes the game.

With matching gift automation, you can instantly identify match-eligible donors and send targeted reminders without extra work. This makes it easier for your supporters to complete the match request — and ensures no gift falls through the cracks.

Automation tools also offer features like auto-submission (where available), smart reminders, and analytics dashboards. These features help you track progress and spot gaps, so you can fine-tune your outreach strategy.

With the right software, your nonprofit saves time and gets more matched donations — without extra admin work.

5. You’re Not Saying Thank You (or Showing the Impact)

Appreciation matters. If a donor doesn’t feel thanked, they’re less likely to go the extra step to request a match. But saying “thank you” isn’t just about manners — it’s also a chance to encourage follow-through.

Here’s when to say thank you:

• After the original donation: Thank donors right after they give. It shows appreciation and is a perfect time to remind them about matching gifts.
• When the donor tells you they submitted a match: When a donor requests a match, thank them and note the potential incoming gift — it shows you’re paying attention.
• After the matching gift is received: Acknowledge the matched gift and thank the donor again — it wouldn’t have happened without their effort.

Each thank-you message is also an opportunity to show impact. Tell the donor what their gift did — and what it will do once it’s matched. For example:

“Thanks to your $100 gift, we provided meals for 10 families. With your company’s match, you’re feeding 20.”

This kind of messaging motivates donors to complete the match process. It also helps them feel proud of the difference they’re making — which strengthens their connection to your cause.

When you combine gratitude with clear impact, you build deeper donor loyalty and improve long-term giving outcomes.

Matching Gifts for Nonprofits: Frequently Asked Questions

What are matching gifts and how do they work?

Matching gifts are a type of corporate giving program where companies match donations made by their employees to eligible nonprofits. For example, if a donor gives $100 and their employer matches it 1:1, your nonprofit receives another $100.

This boosts your funding and helps donors feel like their gift goes further.

How can nonprofits increase matching gift revenue?

Nonprofits can maximize matching gift revenue by:

• Promoting matching gifts year-round in donation forms, thank-you emails, and newsletters
• Making the process easy by guiding donors directly to their company’s matching gift request form
• Using software to identify eligible donors
• Sending automated match reminders
• Tracking what works using reporting tools

Organizations that do this often see a big increase in corporate giving support.

What keeps donors from completing matching gift requests?

The biggest barriers are:

• Lack of awareness
• Complicated processes
• Forgetting to submit after giving
• Uncertainty about eligibility

You can fix these issues with good education, simple instructions, and timely reminders.

Which companies offer the best matching gift programs?

Some of the most generous companies include:

• Microsoft – matches up to $15,000 per employee
• Google – matches up to $10,000
• Apple – matches up to $10,000
• Boeing – matches 1:1 up to $10,000
• Disney – matches up to $25,000 per employee

Since thousands of companies across the U.S. and beyond have programs, nonprofits should encourage donors to check their eligibility.

How can automation help with matching gifts?

Automation allows nonprofits to easily:

• Identify eligible donors right after a gift is made
• Send custom follow-up emails
• Link donors to the right match submission forms
• Track progress and success

By automating outreach and request processes, nonprofits can capture more matches without adding staff burden.

Next Steps to Boost Your Matching Gift Potential

Matching gifts for nonprofits are a powerful way to grow your revenue without asking donors for more money. But to see real results with a corporate giving program, you need a plan. That means helping donors understand matching gifts, making the process easy, using the right tools, and showing appreciation.

If you’re ready to turn missed opportunities into more funding, get a demo of Double the Donation’s tools to start turning hidden matching gift opportunities into meaningful mission funding. The sooner you start, the sooner you’ll see the benefits — in both revenue and donor satisfaction.