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You are presented with an opportunity: you have a major donor that wants to make a lasting impact on your organization. Instantly, you think: matching gift challenge! For every dollar that comes to your organization, this donor can match it, doubling the impact of both the major donor’s gift, and the gifts of the smaller donors!
A matching gift campaign is an excellent opportunity to engage some of your “lapsed” donors – you can re-invigorate your database, giving you a compelling reason to reach out to past donors that may have drifted away over the years. It is also an opportunity to galvanize your existing donors as well. It is a means to say, “your gift will have twice the impact, and this is an amazing opportunity for you to share our organization’s mission with potential new donors!” Smaller donors feel like they are “getting a good deal,” enabling them to know that their gift is doubled, making more of an impact than they could on their own.
Promoting the matching gift campaign beyond your usual solicitation efforts, expanding the reach into your community, will help to spur new donations that you otherwise may not receive. Professional fundraising counsel can guide you through this process. The Resource Group and similar consulting firms have the experience and expertise to help your organization craft a campaign that fits your needs.
Professional counsel can help your organization determine with the major donor not only the total amount to be matched, but the type of donations that will be included in the match: Is it all gifts in a certain date range? New donors only? Lapsed donors only? Do the matched gifts have to be in a certain dollar amount? Professional counsel can assist you in determining whatever best fits with both the major donor and the organization.
The bottom line: A matching gift campaign, when implemented properly, can re-invigorate your donors, awaken your old friends, and help you to develop new supporters that will remain loyal in the years to come.
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