Yesterday kicked off the push for year-end giving with #GivingTuesday. Last year non-profits raised approximately $274 Million on #GivingTuesday and even though it’s too soon to know how non-profits fared this year, it’s safe to assume this year’s campaign will be even more successful.

Now that your nonprofit has the momentum on #GivingTuesday, use this momentum to carry the ball across the finish line to a strong ending on December 31st!

As the industry leader in matching gifts, with over 20 years’ experience helping nonprofits create and improve their matching gift strategy, the HEPdata Team is here to offer tips to increase your matching gift revenue in your year-end campaign.

Tip 1: Create E-mail Solicitation promoting matching gifts

When sending a year-end email solicitation, remember to include information on employer matching gifts in your call to action. Check-out sample wording below:

Double your donation to our end-of-year fundraising campaign to support (insert Organization name). Give back this holiday season by making a tax-deductible donation to (Organization name).  Please check here and see if your gift can be matched by your employer (insert HEP E-Match Donor Link). Can we count one you to make twice the impact this holiday season?  Please donate today and double your impact.

As the end of the year approaches, please consider making a tax-deductible gift to (Organization name). Regardless of the type of gift you make, you may be able to double (or even triple) the impact of your contribution by taking advantage of a matching gift program. To find out if your employer matches gifts to (Organization), please check here (insert E-Match Donor Link).

Here are a few subject lines to use for your year-end email:

  • There’s Still Time to Give in 2018
  • Why You Should Support _____ this Holiday Season!
  • Match your donation: Help us meet our 2018 Goal
  • Give Now, Get a Tax Deduction
  • It’s the Last-Minute Gift that Can Make a Difference
  • There’s still time to give a Gift of Hope
  • It’s not too late to give a gift that lasts a lifetime

Tip 2: Use Social Media to Promote Matching Gifts

Another idea is to embrace social media to promote your matching gift program. Many non-profits understand the power of social media but don’t always know how to leverage that matching gift message. Are you promoting the benefits of matching gifts on Facebook, YouTube, and Twitter? Millions of people are on social media, so why not take advantage of the free venue to engage with your donors and community?

Sample post: “Help us close out 2018 with a bang! If you work for a company that participates in matching gifts, you can make a personal donation and your company will match it, allowing your donation to have an even bigger impact. Learn more on our website .” (Don’t forget to include a picture with your post.)

Tip 3: Review your outstanding matching gift pledges

Many companies will only match gifts until December 31st. It is imperative that you review all your outstanding pledges that are matching gift eligible. Send those donors an email that their donation can still be matched but time is running out.



Take away: This last month of the year is the most critical for matching gifts. Most non-profits have many unfilled matching gift pledges that they will lose after December 31. Invest the time in implementing these few steps to ensure you are not leaving free money on the table.


The HEPdata team is here to help you meet your 2018 goals. Please feel free to email or call (800) 681-4438 with any questions.