Corporate Matching DeMystified

Steps to Maximize your Matching Gift Dollars

A FirstGiving Webinar presented by HEP Development Services

Webinar Agenda• About FirstGiving • Matching Gifts• HEP Development Services • HEP Case studies• Questions & Answers

* Slides will be posted at the Webinar Archive on our Blog for download next week

Money doesn’t grow on trees…

…you must go after it!

Enable and Empower Create a campaign Make sure your supporters are

raising money, not only giving alone

Provide them with tools and templates for success

Set fundraising goals Constantly contact your donors

AND your fundraisers. Inform them about the real impact of their support

Reclaim Matching Gift donations

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John Wright & Steve Hafner from:John Wright & Steve Hafner from:

A Guide to Matching Gift Programs

1. What is a Matching Gift Program

2. Ways to Maximize

3. Effective Pages

4. Putting the Pieces Together

5. Small Non Profit’s Experience

6. Integration

What’s a Matching Gift Program?• A way to easily increase donor contributions.• A gift made by a donor’s place of employment

to a qualifying charity.

How many companies in the United States offer

some form of a matching gift program?

*Statistics from HEP Development Services

2009

How many companies in the United States offer

some form of a matching gift program?

3 Characteristics of a Successful Matching Gift Program

• Organizational Commitment • Access to Quality Data• Easily Repeatable Process to

Educate/Communicate with Donors

Data Elements the Building Blocks

• Donor Names• Address/Phone Number/Cell Phones• Emails• Employment Information (HEP

EmployerFind)• Matching Gift Eligible Companies

Some Facts

• 1 in 10 gifts are matching eligible.• Exxon Mobil - $1 million to both LSU and Texas A&M.• Approximately 50% of Corporate 500 Companies have

matching gift programs.• American Cancer Society quadrupled what they raised in

three years from $2 million to $10 million and they believe they can triple that again.

• A new matching company is added almost daily.

Tips for Maximizing Matching gifts• Solicitations & Newsletters – Promote

– Brochures – Inserts in mailings• Employer Information is Key

– Drawings - events– Luggage Tags– Employer Find – finds employer info– Automatch – mine your current data & appends

• Use Website – have an E-Match Donor Link Page– Drive donors to the page

Use Your Channels

Double Your Impact• Ad is educating & Creating Awareness• Ad is driving donors to a web page on Matching Gifts (E-Match)• Ad Text is as follows:

– “To see if your company will match a gift to the Nature Conservancy visit nature.org/matchinggiftsor contact your company’s human resources department”

E-Match Example – St. Jude

Matching Gift Policies & Procedures

• Each Matching Gift Program is different• Types of Non-Profits they will match to• Athletics – Religious• Procedures are spelled for the donor• Double Matching Gifts• Explode

Use Your Channels

Employer Find• Finds Employer Information on 15-40% of a file when no

client employer information is available• How it works• We Screen client files against one hundred + databases

containing over 70+ million records• Data comes from publicly available data and databases

including the internet• We can then run that file using Automatch to

– Find more matching gift eligible alums

EmployerFind

AutoMatch• Newly released version of software• Screens client files where client has employer

information• Finds Matching Gift Eligible Donors by screening

those not previously identified as match eligible against HEP’s database– Hit rates average 4-12% over what they have

currently

Best Practices• Make it easy to find the company.• Make it easy access to company forms.• Integrate the Website.• Make it easy to understand eligibility.

– Full/Part time employees– Donation amount– Donation threshold– Employee donation payment type– Time restraints– Organization type

Effective pages – The Maryland Affiliate of Susan G. Komen

for the Cure®

Effective Pages – The Maryland Affiliate of Susan G. Komen for the Cure®

• Simple to Use• Integrated Employer

Search• Link to forms

Putting the Pieces togetherSimplicity

Donors need to be able to not only access important Matching Gift information and forms, but they need to be able to do so with ease.

E-Match Donor LinkDonors need to be able to not only access important Major Gift

information and forms, but they need to be able to do so with ease.

Form LookupConnecting donors directly to necessary forms increases the return rate on

completion and submission.

Komen Statistics• 3,857 constituents clicked on the matching gift badge

• 78% of these searched for their company

• 22% were able to find their company

• Last Year• 63 matching gifts from 11 companies

• This year• 158 matching gifts from 27 companies confirmed

• Additional 352 matches have not been paid yet• 410 total matching gifts from a total of 53 companies

Thank You

Question & Answers

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