As an association, a large proportion of your revenue likely comes from membership dues. In fact, membership dues comprise about 30% of professional association revenue and 45.4% of trade association revenue.

It can be difficult to branch out from this reliable form of fundraising, but there are significant opportunities for associations to diversify their revenue streams. For example, according to Crowd101, about $4-$7 billion in matching gift funds go unclaimed each year. Think about what this type of funding could do for your association—enhance your programming, enable more events, and engage more members, just to name a few.

While you may already promote matching gift opportunities to your members, these best practices will help you maximize this revenue stream. Let’s dive in!

1. Segment your matching gift communications.

Personalize your matching gift communications so they’re actionable and relevant for your members. Use employer data to determine each member’s matching gift eligibility. Then, send communications according to these insights:

• If they’re eligible for matching gifts, send members content about how to participate in their employers’ matching gift programs. Explain what matching gifts are and where they can find the appropriate matching gift request forms.
  
  
• If they’re ineligible for matching gifts, send members content about how to encourage their employers to start a matching gift program. In this case, Double the Donation recommends highlighting the benefits of matching gifts for businesses, such as increased employee engagement, enhanced team member productivity, and positive publicity.

Remember to also construct a multi-channel marketing approach that takes members’ communication preferences into account. You may leverage a combination of email, direct mail, social media, your newsletter, and your website to promote matching gift opportunities to members.

2. Develop corporate partnerships.

While you can call upon your members to fill out matching gift requests, sometimes it’s best to go straight to the source. Businesses are the ones that truly facilitate matching gifts, contributing those extra funds that propel your association to accomplish more.

Seek out corporate partners that share your organization’s values or even align with your niche. Many companies list the types of nonprofits and causes they support on their websites, which can be helpful to consult before reaching out to potential partners.

Then, you can propose a partnership in which the company promotes your cause and subsequent matching gift opportunities to their employees while your association features the business on your website, social media, and other marketing materials.

You may also look into working with companies that are popular employers among your member base. That way, you can increase matching gift awareness among current members and inspire like-minded individuals to become involved in your organization.

3. Host a matching gift challenge.

Turn matching gifts into a game with a matching gift challenge in which a major donor or corporate partner matches all donations made to your organization in a certain period of time. This type of matching gift initiative introduces the concept of matching gifts to your members in an exciting way with an added sense of urgency that encourages them to get involved.

To host a matching gift challenge, follow these steps:

1. Determine challenge details. Start by working out the details of your matching gift challenge. Determine when the challenge will take place, if it will be part of a larger fundraising campaign, and what resources you’ll need to execute it.
   
   
2. Develop fundraising goals. Provide focus to your challenge with clear fundraising goals. Look back at your previous fundraising campaigns, and create an ambitious yet attainable fundraising goal based on your past endeavors. For instance, if you raised $15,000 from a similar campaign last year, you may aim to raise $20,000 with your challenge.
   
   
3. Select your corporate partner. As mentioned in the previous section, a corporate partner can help increase matching gift awareness among their employees and encourage them to contribute to your cause. For your challenge, you’ll need to find a corporate partner that’s willing to match all donations within a certain time period. In some cases, you may also work with a major donor or board member who’s willing to lend their generosity to your cause.
   
   
4. Promote the challenge. Spread awareness of your challenge to your members and the broader community with a strong multi-channel marketing approach. Use a variety of methods, including your website, email, direct mail, social media, Google Ads, and SMS marketing.
   
   
5. Track your progress. Monitor goal progress throughout the challenge using a fundraising thermometer or leaderboard that shows how much you’ve raised and how much more you need to raise to reach your goal. These gamification elements can also keep morale high and make the experience even more rewarding for participants.

You can increase donation revenue even further by hosting your challenge during a popular time for giving. For instance, many donors feel inspired to show their generosity during the holiday season, so year-end may be an optimal time to start your matching gift challenge.

4. Recognize matching gift participants.

Social proof can be a powerful way to increase matching gift revenue. Spotlight matching gift participants and what their contributions have empowered you to achieve.

For instance, you may interview Elizabeth Brown, a dedicated member who has continuously had her gifts matched by her employer, Bank of America. In the interview, Elizabeth notes that she feels empowered to give back to the organization that has been formative in her career growth and encourages others to fill out matching gift requests as it’s an easy way to increase your impact.

Then, you can pair quotes from the interview with an image of Elizabeth and a call to action that urges members to give back through matching gifts. Add details about the specific initiatives matching gift revenue helps to fund—whether that’s professional development programming, conferences and events, or something else entirely. Highlight these testimonials on social media, your newsletter, and you website for greater visibility.

While these spotlights may inspire members to participate in matching gifts, they also present a valuable opportunity to thank your members for their contributions and show past matching gift participants how much you appreciate their support.

5. Leverage matching gift software.

Let software do the work for you to increase matching gift revenue. With dedicated matching gift software, members and other donors can easily determine their eligibility and fill out matching gift requests.

These types of platforms typically feature matching gift databases that include information on a wide range of company matching gift programs. During the donation process, members can find their employer’s requirements and submit the appropriate matching gift form—all from your association’s donation page.

Some platforms simplify the process even further with matching gift auto-submission capabilities. Instead of filling out a matching gift request, members just have to input their work email address and check a box signifying that they would like the platform to send their employer a request on their behalf. Leveraging software with this feature ensures that more members complete and send their matching gift requests, enabling your association to earn more.