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Leveraging Matching Items Applications to Increase Donor Retention

Employer matching presents provide key benefits to nonprofit organizations that strategize for and obtain the supply of funding. Stated advantages usually embody elevated particular person donations, alternatives for added company funding, improved supporter engagement, and extra.

Regarding the key query of “are company matching presents and donor retention ranges associated?” the quick reply is sure. Matching presents and donor retention share a constructive correlation, with every variable growing alongside the opposite.

On this article, we’ll provide help to perceive the way to make this magic relationship give you the results you want. To start out, let’s dive into the important thing constructing blocks of success on this space:

  • The Fundamentals of Matching Items
  • What to Know About Donor Retention
  • The Correlation Between Matching Items and Retention Charges
  • Matching Items and Donor Retention Statistics to Know

Matching present applications are liked by the nonprofits, corporations, and donors that get entangled. Nonprofits obtain extra assist, corporations higher interact with staff whereas bettering their reputations amongst customers, and donors are capable of see their {dollars} stretched twice as far.

Let’s discover the important thing aspects of matching present fundraising and donor retention over time, in addition to check out the analysis and outcomes of the matters collectively.

The Fundamentals of Matching Items

Employer matching present applications are a novel type of company philanthropy by which corporations financially match the donations their staff make to eligible nonprofit causes.

This sometimes happens at a 1:1 (or dollar-for-dollar) price, that means a $100 worker donation could be topic to a $100 match from the corporate. In the end, this might end in a $200 (or doubled) donation worth for the nonprofit. Some companies select to match at even larger ranges, nonetheless, resembling 2:1 or 3:1. In these instances, particular person donations are capable of be tripled and even quadrupled.

Although the specifics can range from firm to firm (and nonprofit to nonprofit), right here’s an summary of how the matching present fundraising course of sometimes works:

  1. A donor makes an preliminary donation to a nonprofit group.
  2. The donor is inspired to look into whether or not their employer affords an identical present program (sometimes by contacting the corporate, wanting into offered workplace insurance policies, or looking a web-based employer database).
  3. If eligible, the donor submits an identical present request to their employer (most frequently a brief on-line course of, although some corporations use paper varieties) that gives proof of the preliminary donation.
  4. The employer evaluations the request and ensures the donation meets their matching present standards (minimal and most quantities, forms of eligible staff and nonprofit causes, submission deadlines, and many others.).
  5. If the match meets the employer’s tips, the request is authorised, and funding is disbursed, offering the nonprofit with its bonus donation match.

To not point out, matching present applications are typically extra outstanding than nonprofits and donors usually imagine. In actual fact, matching presents are supplied by tens of hundreds of companies that make use of greater than 26 million people, and roughly $2 to $3 billion is donated via a lot of these matching present applications on an annual foundation.

What to Know About Donor Retention

Donor retention is the measure of the speed of donors who repeatedly give to a nonprofit group past their preliminary contributions. Nonprofit fundraisers ought to at all times be aiming for prime ranges of retention for a number of causes⁠—not the least of which is that it’s considerably cheaper to retain donors over time.

A corporation’s retention price is often decided yr over yr. The determine is calculated because the variety of returning donors (those that give once more following their first present) divided by the full variety of donors having given the earlier yr.

Organizations trying to enhance their retention charges ought to prioritize efficient communication with personalization, segmentation, and interactivity⁠—all whereas emphasizing the affect of fundraising on the trigger.

The Correlation Between Matching Items and Retention Charges

Our analysis reveals that company matching present applications and donor retention ranges share a constructive correlation⁠—which implies that when one will increase, the opposite follows go well with. Right here’s what our consultants say about why this works:

  • Matching presents provide an extra donor touchpoint. To drive repeat donations, you wish to preserve your nonprofit and its trigger on the prime of donors’ minds for so long as potential. The extra people take into consideration your group, the extra engaged they’re prone to be sooner or later. Highlighting matching present alternatives permits you to present an extra touchpoint that reminds supporters about your group. For context, Forbes recommends a seven-touch method to optimize donor relations⁠—although the suggestion varies relying on who you ask.
  • Matching presents enhance particular person donation affect. Donors love giving to organizations that they will see are utilizing their {dollars} to make an actual affect on causes they care about. Matching present alternatives let people stretch their assist even additional, which helps solidify constructive associations with the group. This makes them extra prepared to present once more sooner or later! Research present that over 73% of recurring donors proceed giving once they perceive the affect of their donations⁠—and matching presents solely go to raise that concept.
  • Matching present efforts reveal good stewardship of donor {dollars}. Donors wish to know that a company places as a lot of their fundraising income to work as potential to learn the causes they assist. With matching presents, donors can see their favourite nonprofits displaying strategic stewardship of their funds (by growing company giving), which permits extra income to go straight towards the mission. In response to Charity Navigator and different fundraising consultants, “proving you’re a smart steward of donations” will help your nonprofit in the long term.

The underside line is that the higher donors really feel concerning the affect their preliminary contributions make, the extra seemingly they’re to proceed giving. Matching presents allow nonprofit supporters to do extra and, thus, end in larger charges of donor retention over time.

Need to dig deeper? Listed here are confirmed strategies that nonprofit organizations can be sure that matching present efforts assist enhance donor retention charges.

Matching Items and Donor Retention Statistics to Know

It’s essential to grasp what nonprofits like yours can anticipate by way of each matching present fundraising and donor retention charges. Thus, we advocate shopping these statistics pulled from Blackbaud and Double the Donation analysis to study extra concerning the matching presents, donor retention, and the connection between the 2 topics.

Earlier than diving into the consequences of matching presents on donor retention ranges, let’s first set the stage with an summary of the common nonprofit’s price of repeating assist.

In an evaluation of 2021 giving, Blackbaud shares that solely 29% of offline donors are retained over the primary yr, which is in comparison with a meager 25% of first-time on-line givers who’re retained throughout their first yr. Nonetheless, the retention stage jumps to roughly 60% for donors retained yearly on a multi-year stage.

This report reveals that many organizations battle to take care of excessive charges of retention resulting from the truth that a big majority of donors don’t find yourself giving a second time to the organizations they interact with at a single time. In consequence, most fundraisers ought to consistently be looking out for brand spanking new methods to protect donor relationships past the preliminary present.

In a latest analysis research, a majority of donors indicated that the presence of matching presents would make a big affect on whether or not they select to present to a company. In actual fact, greater than 8 in 10 survey respondents reported that they’d be extra prone to donate charitably ought to they know their present could be matchable by their employer. To not point out, this concept is corroborated by findings that merely highlighting matching presents in fundraising appeals leads to a 71% enhance in response price.

 So what does that should do with retention?

Selling matching present alternatives considerably will increase the probability of a donation being made⁠. Which means that ought to organizations vying for donors’ repeat presents make an effort to include company matching present initiatives of their fundraising efforts, they’ll be extra seemingly to reach securing that follow-up present.

Matching present fundraising analysis studies that post-donation matching present follow-up emails see considerably excessive open charges⁠. In actual fact, the reported 53% open price for matching present communications is greater than 2-3 occasions larger than the common nonprofit electronic mail open price. That’s why organizations ought to you should definitely spotlight matching present data inside their messaging technique to extend engagement and, ultimately, drive repeat donations.

Nonprofits trying to enhance their retention charges are sometimes additionally aiming to determine private relationships with donors. These relationships are based upon communication, a lot of which contains digital outreach. And it shouldn’t all be donation requests, both, or else you threat forming solely transactional relationships that don’t sometimes final.

Basically, the concept is that organizations wish to ship messages that their donors need to open⁠. Thus, it’s essential to include a mixture of fundraising asks, assist acknowledgments, matching present follow-ups, and extra.

Matching presents and donor retention go hand in hand. Efficient matching present fundraising results in improved supporter relationships, extra alternatives for engagement, and a capability to supply elevated affect on nonprofit causes⁠—every of which performs a big position in repeat giving.

Total, donors love partaking in employer gift-matching applications and, in consequence, have a tendency to present extra (in each variety of presents and donation measurement) to organizations that promote the alternatives. For fundraisers aiming to extend their charges of donor retention, advertising and marketing matching presents can go a great distance.


Julia Beltran is the partnership success specialist at Double the Donation.



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