Matching Gift Challenge Tactics that Work

By Joe Frye

Matching gift challenges drive donations. A large‑scale field experiment on matching giftsv found that simply announcing that match money was available increased revenue per solicitation by 19% and raised the probability that a donor would give by 22%. With numbers like this, it is no wonder matching gift challenges are a tactic used in every direct response program.  

As donor populations continue to shrink, just having a match isn’t enough. Adding a two-, three- or even 10-times match doesn’t necessarily mean more donations. Donors give for many reasons — emotion, mission alignment, a personal connection to your cause, among others.  

Regardless of what drives a person to donate, there is one underlying truth that organizations must recognize — people want to know that their gift counts. “Your $25 becomes $50” isn’t just math. It’s reassurance. It tells the donor that their contribution is meaningful and that they are making an impact beyond what they could do alone. 

So, let’s dig into how to make matching gift challenges sustainable regardless of the size of your nonprofit.  

Getting the Match 

One of the biggest barriers to matching gift challenges isn’t strategy — it’s securing the match in the first place. When you want to launch or strengthen a matching gift challenge program, here are a couple of approaches to keep in mind.  

All Matches Are Worth It 

You do not need $50,000 for a match. It is great to have large matches because they extend the window to engage more donors, but often small matches perform just as well — or better — because they feel more attainable and authentic.  

Small matches have a community, peer-to-peer feel — especially when it is clear they come from one donor or a small group of donors who care deeply about the mission. They also mean that a two-times or three-times match has a better probability of hitting your match challenge goal, making it feel real. Today, bombastic marketing has driven matches up to 20 times in some instances because the match amount is so large that increasing the multiplier is the only real way to ever reach the match goal. These large multipliers can feel gimmicky and may turn off smaller-dollar donors who want to be part of a movement, not a tax incentive. 

If you can secure a small match, say $1,000, don’t be afraid to limit it to a single channel. A message like, “For all of our newsletter subscribers, a generous donor has agreed to match donations up to $1,000 to help amplify your impact,” can reinforce the value of joining and engaging communities. A match just for them amplifies the importance of being a part of your channel-specific communities.    

In fundraising, authentic voices matter. Community matters. When it comes to matching gift challenges, size doesn’t matter — strategy does.  

You Be the Match 

You don’t need a single donor or corporation to run a matching gift challenge. One of my favorite campaigns is the “you be the match” campaign, which flips the model and asks existing donors to become the match. Ronald McDonald House uses this tactic with its spring direct mail appeal that allows matching funds to be used later in the year during the giving season.  

This works by identifying a portion of donors who are likely to give and have supported your mission for a while. Instead of just asking them only for a gift, ask them to make a bigger impact by helping fund your next matching gift challenge.  

These campaigns give loyal donors — often mid-level donors — a way to amplify their impact without significantly increasing their total giving. They deepen connection while creating an incentive for other donors later in the year. They also create a natural stewardship opportunity: Your organization can follow up and show these donors the additional impact their matches generated once the matching gift challenge campaign has concluded. 

Campaigns That Meet Specific Goals 

Positioning matching gift challenges for the right channel and the right donor is where many organizations leave money on the table. A match is not a one-size-fits-all message, but when tailored thoughtfully for the donor and the channel, it can be incredibly impactful.  

Match Gifts, Not Dollars 

Texting and email are strong channels for urgent appeals. During Giving Tuesday or year-end, urgency can feel inauthentic at times. A matching gift challenge can help, but when everyone else is running matches, the tactic can feel generic. Instead, try matching donations. 

Rather than “Every dollar will be matched up to $10,000,” consider “The next 100 gifts will be matched.” This reframes the offer and creates clear, finite urgency. Donors aren’t contributing to an abstract pool — they are competing for a limited number of matched spots. This approach is easy to visualize, builds a sense of community and creates natural touch points as you count down the remaining matches.  

Match Acquired  

Direct mail acquisition is hard. Costs are increasing, returns are slimmer and access to co-ops has expanded, meaning that there is more competition for the top prospects. A match can change this reality. 

When you present a match to a prospect who has never given before, you lower the perceived risk of that first gift. They don’t yet trust your organization. A match provides social proof and allows them to amplify their first gift. It also signals another donor already believes in your work.  

Most people sort mail over a trash can. Putting a match front and center on the outer envelope can be the difference between opening and discarding your appeal. M+R “Benchmarks” shows direct mail revenue improved 9% year over year in 2025, reinforcing that direct mail is still viable — but only when it competes for attention. 

Sustained Match 

All nonprofits want more sustainers. They provide predictable revenue and often give additional one-time gifts, resulting in a higher lifetime value. They are some of the most committed individuals to your mission and, therefore, are very valuable.  

A sustaining gift matched campaign — where a donor’s first monthly contribution is matched two or three times — is one of the most effective ways to grow your sustainer file. When converting one-time donors, an offer that amplifies impact and provides social proof is critical.  

Matching dollars used to acquire monthly donors can deliver some of the highest return on investment in your program. Frame it clearly: “Sign up to give $15 a month, and your first gift will be tripled — turning $15 into $45 of immediate impact.” You’re giving the donor a strong first-month value while locking in recurring revenue. 

Matches Drive Donations  

Matching gift challenges show social proof, provide incentives and amplify impact. They should be treated as a strategic component of your fundraising program — not a sticker that gets slapped on an ask.  

Get creative about how you secure them. Take them in any size. Position them differently across channels. And maximize the impact your matching gift challenge can have on your direct response program.  

The preceding content was provided by a contributor unaffiliated with NonProfit PRO. The views expressed within may not directly reflect the thoughts or opinions of the staff of NonProfit PRO.