Matching Gift Marketing & Automated Email Customization: What Other Organizations Are Doing

And Courtney, I'm gonna have you start us off with our first question.

We often talk about the kind of awareness gap being the biggest barrier to employer matching gifts.

How does your organization view the role of marketing in ensuring donors know their gifts can go twice as far?

Awesome.

Thank you so much for that question and for the opportunity to be here today.

So marketing is so important.

Uh, we know the Double the Donation stat that seventy-eight percent of people just don't even realize that their company has a match program.

And so marketing plays that critical role to help shrink in that awareness gap.

And so what that looks like and how we've approached that with our incredible marketing and tech team, uh, kudos to them, is really about integrating matching gifts into the actual donation flow.

So when a donor is making a donation, they can search their company not just on the thank you page or a landing page, but then that automated communication, uh, closes the gap in the seventy-eight percent that aren't aware of their company matching gift, uh, program because we don't serve them that custom information that Double dona-donation puts together so they know exactly what their program is, they know exactly how to access it.

Uh, so it really is an incredibly important part in the work of matching gifts.

Thanks for starting us off there, Courtney.

Before I bring the same question to our other panelists, I do wanna let our audience know that a poll has just gone live.

We really want you to be participating in this conversation as well.

So we asked you all, how would you describe your organization's current approach to marketing match gifts? And after we hear from our other panelists, I'll check in on those results.

All right, Beth, same question over to you.

How are you guys thinking about that awareness gap and using marketing to help gifts go twice as far?

Yeah, really just piggybacking off of, um, what Courtney was talking about.

A lot of people don't know that they have the opportunity to take advantage of those matches and also to, um... it's important to share the information about, um, matching gifts on a variety of channels.

So in addition to the website, you know, and, um, newsletters where you're not making a direct ask, um, and then also in fundraising, um, appeal letters, really peppering that in, even if it's not a direct ask for matching campaigns to mention that with the, uh, hope that even if our donors don't understand how to do that quite yet, that they're at least aware that that exists when they are ready to take that leap

leapAbsolutely.

Thank you, Beth.

All right, Michael, you know what question's coming your way.

How are you thinking about the awareness gap?

Yeah.