Matching Gifts: Proactive Vs. Reactive

After all, it’s free money. The attention-grabber was used by consultant Carl Pitruzzello of HEP Development during the recent AFP International Conference on Fundraising. For example, he said, many companies match not only donated dollars but also donated volunteer time.

Pitruzzello was talking about the benefits of matching gifts and the considerations for building a matching gifts program. He said that the three characteristics of a successful matching gifts program are organizational commitment, access to quality data and an easily repeatable process to educate/communicate with donors. He put particular emphasis on having good data.

Pitruzzello also said that it is important to understand the process, much of which means build awareness. He broke building awareness down into two parts:

Proactive:

* Advertise in publications.

* Matching gifts recognition in donor report.

* Including a form in an appeal.

* Having a matching gifts officer know before meeting with prospect.

* Providing matching gifts information to phonathon callers.

* Thanking a donor when a matching gift is received.

* A Recognition Club for matching gift donors.

Reactive:

* Notes on receipts to match gifts.

* Including a matching gift form with a receipt.

* Mailed reminders to follow up on eligible matching gifts.

* Reminder calls that reference where to get a form.

* Email reminders with a link to the Website on where to get forms and links to actual forms.