Driving Donor Retention With Matching Presents [A Guide]

In recent times, donor retention charges have been hovering barely above 40%. Which means that when you have 100 donors, roughly 60 of them are solely making one-time donations⁠, whereas round 40 are coming again to present once more. If the give attention to donor retention isn’t sturdy and complete, a nonprofit group might want to consider the acquisition of recent donors as a substitute⁠—a notably very important however typically extra pricey pursuit.

Fortunately, there are quite a few methods to spice up donor retention and maintain donors coming again. For instance, do you know you may enhance donor retention by utilizing matching present packages? That’s what we’ll cowl right here, particularly by addressing:

We’ll dive deeper into every matter and give you actionable suggestions that can assist you retain donors on your trigger. Let’s start!

Why Is Donor Retention Vital?

When a donor continues to present to your nonprofit, the obvious profit is the common further income. Nevertheless, preserving donors coming again has extra rewards, too.

First, your group has the chance to develop significant relationships with donors. Give it some thought this fashion: you may’t domesticate a friendship with somebody in case you’ve solely met them as soon as. The identical precept applies to constructing donor relationships. A donor that continues to present to your trigger is more likely to volunteer at your subsequent occasion, serve in your board of administrators, and advocate on your trigger.

In the meantime, a donor that has a powerful connection to your trigger can also be extra more likely to share their ardour on your mission with others, which might result in much more donors. For example, you may launch a peer-to-peer marketing campaign the place your supporters increase cash in your behalf. When donors share their private experiences with their family and friends, it may be a terrific device to accumulate new donors.
Lastly, retaining donors means you may acquire useful suggestions via these significant relationships. A donor that’s really invested in your trigger can present options and recommendation on how one can enhance your stewardship, outreach, and way more.

By implementing their options, you’ll not solely acquire their belief but additionally present different potential supporters that you’ll hearken to their issues.

The Energy of Company Matching Presents

Company matching presents are one of the efficient but underutilized instruments in nonprofit fundraising. These packages enable firms to match their workers’ charitable contributions, successfully doubling (or generally tripling) the influence of every donation. For nonprofits, this implies extra funds to assist their mission, whereas donors see their generosity go even additional—all at no extra value to them.

Whereas it may possibly range from firm to firm, most matching present packages comply with a easy course of:

Worker Makes a Donation – A donor offers to their favourite nonprofit.

Employer Matches the Present – The donor submits an identical present request to their employer.
Nonprofit Receives Extra Funds – As soon as accredited, the corporate sends an identical donation to the nonprofit.

Whereas the method could seem easy, research present that billions of {dollars} in matching present funds go unclaimed annually just because donors aren’t conscious of those packages⁠—or don’t know the best way to benefit from them. That’s why it’s essential for nonprofits to coach their supporters and streamline the matching present course of.

The Hyperlink Between Matching Presents and Donor Retention

Whereas there’s a surplus of useful donor retention recommendation on the market, it’s worthwhile to notice the mutually useful union that outcomes from combining matching presents and donor retention.

Particularly, matching presents might help drive donor retention by…

1. Displaying that your nonprofit is an efficient steward of donors’ funds.

One of many key causes donors proceed supporting a nonprofit is belief—belief that their contributions are getting used successfully to make an actual influence. When a nonprofit actively promotes and facilitates matching presents, it alerts to donors that the group is dedicated to maximizing each greenback obtained. This demonstration of monetary stewardship performs a vital function in constructing long-term donor relationships and driving retention.

2. Conserving your group on the entrance of donors’ minds.

One of many greatest challenges nonprofits face in donor retention is staying top-of-mind after the preliminary donation. In any case, many donors give as soon as after which disengage. Nevertheless, matching presents present a pure solution to prolong donor engagement past the second of giving, preserving your nonprofit of their ideas for an extended interval and rising the probability of future assist.

To not point out, sending communications about matching presents to devoted donors, whether or not via e-mail, snail mail, or social media, will assist them keep concerned together with your group with out feeling pressured to donate extra of their very own cash. In the event you solely speak to your donors while you need their donations, they’re much less more likely to proceed supporting your trigger.

3. Encouraging bigger future donations.

Some of the compelling methods matching presents drive donor retention is by encouraging bigger future donations. In any case, analysis signifies that when donors are conscious of an identical present alternative, they’re extra probably to present—and to present in higher quantities. This elevated generosity not solely boosts instant fundraising efforts but additionally fosters long-term donor dedication, resulting in larger retention charges total.

In truth, when nonprofits talked about matching presents when asking for donations, response charges jumped 71%, and common donation quantities elevated by over 50%.

Letting donors know that they’ll make a higher influence with their donations generates the next response to future appeals and ends in bigger contributions than ever earlier than.

Methods for Rising Donor Retention With Matching Presents

Now that we’ve established a connection between matching presents and donor retention, it’s time to cowl the methods through which your workforce can use the previous to extend the latter.

Discover these confirmed methods we’ve developed from working with 1000’s of organizations to maximise matching presents.

1. Ship a match attraction instantly after a donor offers.

Some of the efficient methods nonprofits can drive donor retention via matching presents is by sending a match attraction instantly after a donor offers. This well timed follow-up not solely will increase the probability that donors will submit an identical present request but additionally reinforces their connection to your group—encouraging long-term engagement.

In the event you don’t know who your donor’s employer is, provide them with common details about matching presents after they’ve donated, both in an acknowledgement or thanks e-mail or in a separate follow-up fully.

In the event you’ve completed your homework and know the place your donor works (and, extra importantly, if their employer gives an identical present program), present them with company-specific info (akin to program tips and hyperlinks to matching present types) to assist them get began.

Right here’s how one group does so:

2. Notify donors when their firm’s matching present is obtained.

A vital but typically missed step within the matching present course of is informing donors when their firm’s matching contribution comes via. This follow-up communication not solely acknowledges the donor’s function in securing extra funding (and gives you with one other likelihood to thank them) but additionally reinforces their connection to your group—boosting donor retention.

Relying on how briskly the donor’s firm processes the gift-matching paperwork and sends the cash to your group, it might be weeks or months till the donor’s matching present is available in. They may have forgotten about it by that time. Letting them know that their matching present was obtained is one other wonderful solution to reestablish contact with a donor, probably encouraging them to donate (and get their presents matched) sooner or later.

Check out the thank-you card one establishment despatched its matching present donors:

3. Use social proof to show matching present success.

Some of the highly effective methods to drive donor retention via matching presents entails showcasing real-world examples of their influence utilizing social proof. When donors see that others are efficiently doubling their contributions—and making a higher distinction—they really feel extra assured and motivated to proceed supporting your trigger.

Right here’s how social proof drives matching presents and donor retention alike.

Creates a Sense of Neighborhood – Persons are extra more likely to keep engaged once they see that others like them are taking motion. Highlighting matching present success tales fosters a way of shared function and encourages donors to really feel like half of a bigger motion.
Reinforces the Effectiveness of Giving – When donors see tangible proof that matching presents are efficiently doubling influence, they acquire reassurance that their contributions are making a significant distinction. This affirmation will increase the probability of future giving.
Builds Belief and Credibility – Transparency is essential to donor retention. Showcasing actual outcomes—akin to complete funds raised via matching presents or testimonials from donors who’ve had their presents matched—demonstrates that your nonprofit is successfully leveraging these alternatives.

So as to take action, contemplate sharing matching present donor testimonials, highlighting matching present influence tales in your trigger, and showcasing KPIs and different impactful metrics. By incorporating social proof into your donor communications, you create an setting the place donors really feel impressed, validated, and desperate to proceed supporting your nonprofit. The extra they see others participating in matching presents, the extra probably they’re to stay dedicated—serving to to drive long-term donor retention and fundraising success.

Try this group’s utilization of social proof in its annual report:

Wrapping Up & Extra Sources

Sadly, ensuring that donors stick round could be difficult. Nevertheless, donor retention is important for the long-term sustainability of any nonprofit, and company matching presents present a strong technique to maintain donors engaged and dedicated in the long term. By leveraging matching presents, organizations can amplify donor contributions, reinforce monetary stewardship, and create ongoing alternatives for significant engagement.

Now’s the time to combine matching presents into your donor retention technique. With the best method⁠—and the best instruments to energy it⁠—you’ll not solely enhance donations but additionally flip one-time contributors into lifelong advocates on your mission.

For much more useful fundraising and matching present suggestions, maintain studying these extra beneficial assets:

Desirous about studying extra about boosting donor retention? Try this immersive webinar on the subject!