How to Follow Up with Your Donors About Matching Gifts

Picture this scenario: a fundraiser sits at their desk, hovering over the send button for a follow-up email. A generous supporter made a gift three days ago, and their employer offers a 1:1 match. The fundraiser knows this extra contribution could double the impact on their programs, yet they hesitate. They worry that sending another message will come across as nagging or damage a carefully built relationship.

This tension is standard in modern fundraising. Matching gifts represent massive, often-overlooked corporate revenue, but repeated reminders can start to feel transactional if handled poorly. Fundraisers want to secure these funds without making donors feel like just a transaction on a spreadsheet.

A good follow-up does not have to feel like an aggressive sales pitch. When handled correctly, matching gift reminders can serve as an authentic act of stewardship that actually elevates the supporter experience. By shifting your approach, you help donors double the impact of their generosity while elevating the supporter experience.

In this guide, we’ll show you how to time, word, and automate matching gift follow-up communications to build long-term trust and engagement.

Lead With Gratitude Before The Reminder

When every touchpoint from a nonprofit includes a request, supporters quickly disengage. If your immediate follow-up to a financial gift is an administrative demand, the donor feels undervalued. Gratitude must always take priority over mechanics.

A successful follow-up strategy relies on a clear two-touch sequence:

1. The Initial Thank-You (Day 0): Send a prompt, heartfelt donor acknowledgment letter focused entirely on the individual’s generosity and the impact of their gift. Do not mention matching gifts, forms, or employer portals in this message.
2. The Matching Gift Reminder (24 to 48 Hours Later): Reach out with a separate, helpful note framed around opportunity. Ask a simple question like, “Did you know your employer might double your gift?”

This deliberate sequencing protects the donor relationship. Even if the supporter chooses not to submit a match, their primary interaction with your organization remains positive and grounded in appreciation. Proving that gratitude comes first lays a foundation of trust that makes future communications far more effective.

What a Non-Pushy Reminder Sounds Like

The tone of your reminder shapes how the donor perceives your organization. Avoid rigid, transactional language that makes matching sound like a chore or an obligation. For the best results, frame the reminder as a helpful opportunity to amplify their personal generosity.

Here are three examples of donor-friendly phrasings:

• “Your employer may be able to double your impact. Here’s how to check in 30 seconds!”
• “Want to make your $100 gift go twice as far for our programs? See if your company offers gift matching.”
• “You might be eligible to double your donation at zero extra cost to you. Click here to check your employer’s guidelines.”

Keep your language instructional, clear, and encouraging. Focus on what the donor achieves rather than what your organization needs.

Key takeaway: Stewarding matching gift donors with care pays long-term dividends. When supporters see you managing their contributions thoughtfully, their trust grows. Over time, well-stewarded match donors become your strongest candidates for deeper commitments, such as planned gifts or formalized corporate sponsorships!

Explain the Matching Gift Process in Plain Terms

Donors are far more likely to complete a request when the process feels short and straightforward. Complex bureaucratic instructions cause immediate drop-off. According to Double the Donation, an estimated $4 billion to $7 billion in matching gift funds goes unclaimed each year, largely because donors lack awareness or find the process confusing.

To help supporters take action, we suggest breaking down the matching gift lifecycle into three simple steps:

1. Check Eligibility: The donor searches for their employer in a company database (or contacts their HR department) to view program guidelines and requirements.
2. Access the Form: The donor accesses their company’s corporate giving portal or online form.
3. Submit the Request: The donor enters basic details about their gift and submits the request to their employer for approval.

How you transmit that information can vary, but we recommend publishing simple instructional content across your channels to keep process friction low.

For Your Website:

• A dedicated FAQ page explaining workplace giving.
• An embedded matching gift search widget on your donation confirmation page.
• A short explainer video walking through the submission steps.

For Social Media:

• Visual step-by-step infographics outlining the match process.
• Impact stories featuring matched donor contributions.
• Short how-to videos for platforms like Instagram or LinkedIn.

The good news is that fundraisers don’t need to explain every backend detail of the corporate matching process. Rather, provide just enough clear information so the donor feels confident taking the next step.

Removing operational friction from the process is far more effective at driving completions than sending repeated, generic reminders.

Make Matching Gift Follow-Up Feel Effortless

Manual follow-up takes significant staff bandwidth and increases the risk of over-asking. Leveraging technology enables workplace giving automation platforms to handle routine tracking and communication, keeping your outreach timely without overwhelming your team.

Using dedicated workplace giving software ensures your supporters receive automated, well-timed reminder emails at the moment of highest intent. Modern platforms can even auto-submit a portion of eligible match requests on donors’ behalf, removing manual steps and reducing the total touchpoints required.

Keep in mind that automation does not have to feel cold or robotic. When designed with warm, donor-centered language, automated communications feel like helpful extensions of your staff. This streamlined approach mirrors best practices in volunteer appreciation, where clear, timely, and supportive communication builds strong, long-term relationships with core supporters.

Frame the Ask Around Inspiration

Donors respond to messaging that highlights impact and possibility rather than duty or obligation. Shift your internal mindset from asking for an administrative favor to offering an inspiring opportunity.

Reframing your messaging transforms how supporters view the request:

• Administrative Framing: “Please submit your matching gift form to complete your gift record.”
• Inspirational Framing: “See how your $50 donation can turn into $100 to feed local families this week!”

Connect the match to outcomes your supporter already cares about, such as funding a specific community project, purchasing program supplies, or reaching a campaign goal. Write these communications in a warm, personal voice rather than a formal corporate style. Heartfelt messaging wins donor support every time.

Here are three ways to frame your follow-up around impact:

• “Hi [Name], thank you for your incredible gift! Did you know [Employer] might double your impact for our shelter programs?”
• “Your recent support meant so much to our team. Here is a quick link to see if your company matches donations!”
• “We are so grateful for your generosity! You can make your support go twice as far today with a quick employer match.”

Involve your supporters deeply in your mission rather than treating them like entries in a database. When donors see the tangible difference their match creates, they feel inspired to stay involved.

Personalize Your Outreach for Different Donor Types

Not every supporter should receive the exact same follow-up. Segmenting your audience based on gift size, engagement history, and likely eligibility keeps your communications relevant and respectful.

Segmenting your donor database provides immediate operational advantages:

• Prioritizes Organizational Resources: Focus time-consuming, high-touch outreach (such as phone calls or personalized notes) on major donors while using automated email workflows for smaller, first-time gifts.
• Tailors the Message: Prevents donor fatigue by ensuring longtime supporters receive customized, thoughtful communications instead of generic mass mailings.

Major donors require a higher level of personal care to avoid feeling nagged. Use a structured, high-touch flow for high-value supporters:

1. The Stewardship Call: Call to express sincere gratitude and discuss mission impact.
2. The Personalized Note: Send a follow-up email or handwritten card 24-48 hours later. Reference your previous conversation and re-emphasize your appreciation.
3. The Soft Ask: Include a gentle mention of matching gifts. (“P.S. I noticed your employer offers gift matching! Submitting a request would double the impact of your gift!”)

This thoughtful approach applies to all effective donor communications. Applying tailored, donor-centric principles across your fundraising appeals ensures every interaction strengthens your community relationships.

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Matching gift follow-up yields the best results when your organization frames every interaction around stewardship rather than solicitation. Instead of overwhelming supporters with repetitive requests, focus on quality over quantity. A single, highly personalized, and carefully timed email or note will always outperform several generic, automated reminders.

By prioritizing authentic gratitude, making the submission process effortless, and inspiring donors with the tangible impact of their doubled support, you can unlock critical corporate revenue while building lasting trust with your donor community.

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