Matching Gift Language
Matching Gift Language - Matching gifts play a huge role in nonprofit fundraising, and the easiest and most effective way to raise awareness of these great opportunities is through letters. Whether online or offline, letters can provide detailed information that helps donors understand how easy and important it is to submit gift requests to their employers.
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Matching Gift Language
To increase your matching gift chances, incorporate some or all of these letter types into your communication strategy: If you're ready to maximize your matching gift funds, let's get started! When life gives you generous donors, write them thank you notes. Email is a quick and efficient way to express your gratitude directly after making a donation.
This communication is usually automated, but it can still have a powerful impact. Acceptance emails can be written using customizable templates in which you enter a donor's name, brand them to your organization, and include some other information to add a personal touch. The important thing is to show your appreciation.
Matching gift givers can be former prospects, volunteers, or fundraisers, all of whom are well-deserved. Once you've built a mutually beneficial relationship, you can make an appeal for matching gifts. The letter should focus on the thank you, so minimize the appeal of gifts. However, adding matching gift appeals for thank you notes can serve as a reminder that donors should take the time to double their donations.
Letter #1 – Acknowledgment Emails
A gift appeal in a thank-you letter can be simple: If you're looking for a more efficient way to find qualified donors to match gifts through your employer, consider investing in an automation platform like 360MatchPro. donation 360MatchPro sends automated emails on behalf of your organization, but personalizes the messages beyond providing the provider's name and other details.
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The platform scans the information your donors provide during the donation process to determine their eligibility for a matching gift. If a donor is determined to be eligible, the platform will trigger an email like this: This email addresses the donor by name, identifies the amount of their gift, and even mentions their employer.
There is also a clear call to action that encourages the donor to submit an appropriate gift request. If a donor's eligibility is unknown, on the other hand, the platform will trigger an email like this: This email message thanks the donor and encourages them to search for their gift eligibility with clear instructions and buttons.
Thanking donors is one of the main keys to donor retention. When you thank them, you're showing them a courtesy by giving them the opportunity to give more without reaching back into their pockets. They want to help your cause as much as possible, and you don't want to leave easy money on the table.
Letter #1 – Acknowledgment Emails
When to send: To whom to send after a donation: Recent donors Why to send: You can refer to direct mail as 'snail mail' to thank you for the donation and make a matching gift appeal, but while the speed is slow, it more than makes up for the emotional impact.
People know when you send an automated message. Direct mail can be automated messages, but there are ways to prove to donors that your direct mail has been touched by real people that email can't accomplish. Even if you don't have time to write every thank-you letter or card, signing your name at the bottom will do wonders to let donors know you took the time out of your day to thank them for their gifts.
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Grooming doesn't have to be complicated. Just know that. Direct mail is more expensive than electronic mail because of the cost of stamps, so you may not want to send a letter to everyone. Prospect research can reveal which donors are eligible for matching gifts, so you're not sending special letters to people who aren't eligible to submit a matching gift.
Providers prefer direct mail to other people who need to be emailed. Many older donors still prefer direct mail and may be more receptive to matching gift appeals through this medium. Many nonprofit professionals often don't realize that online donors want to transition offline as quickly as possible.
Letter #2 – Thank You Letters And Postcards
Even online providers prefer offline contact. When to send: To whom to send after a donation: Qualified matching donors who prefer direct email Why to send: Some donors prefer physical materials to electronic communications. This includes editing your current marketing materials, including matching giveaway appeals in emails and direct mail.
The alternative is to create entirely new materials to accompany your donor letters. Here's a sample matching gift insert from the National Kidney Foundation: Paper inserts can be mailed with almost all direct mail communication. Consider sending donor magazines, thank you letters, or volunteer information, and with each communication effort, you can include a letter to remind them of the matching gift opportunity.
Even people who don't donate can be encouraged to give, including a paper insert in direct mail. Including matching gifts in fundraising appeals increases response rates by 71%, and those donations are 51% higher on average. Reminding donors of matching gifts can help boost fundraising, but reaching people who haven't given yet can do your nonprofit the world of good, too!
Source: 360matchpro.com
When to send: Whenever you send direct mail communications, to whom: Prospects and donors Why to send: Raise awareness of matching gifts for fundraising. Bring. A good solution to this is to provide resources on matching gift basics and step-by-step instructions in your nonprofit marketing materials for completing a matching request.
Letter #3 – Paper Inserts With Other Communications
Many nonprofits use formal newsletters to keep donors up to date on all the goings-on at the organization, so dedicating a section of the newsletter to matching gifts should be simple. Matching gifts are worth a dedicated email just to announce the occasion. Depending on how many you send out, the best strategy is to submit one or two newsletters a year for completely matching gifts.
Donors are less likely to be distracted by your latest fundraising news or listings of upcoming volunteer opportunities if newsletters have a specific focus. If something is worth mentioning in your newsletter, it should get the credit it deserves. Don't let your important notifications compete with each other.
By focusing on matching gifts, donors have a call to action to pay attention to, and thus, an action to take in their minds. Split newsletters can definitely help you work and save newsletter real estate. Sharing means that matching gifts share a newsletter with one or more other subjects.
You can also choose to include a matching gift appeal as a banner on the side of the newsletter. Be sure to design your newsletter so that each important announcement is prominently displayed in its own section. That way nothing important is overlooked. Like thank you letters, segmented email and direct mailing of newsletters to donors who respond well to their respective media.
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