In the world of fundraising, one of the most effective yet underutilized tools for maximizing donations is the power of social proof. People tend to follow the lead of others, especially when making decisions about giving. That’s why showcasing existing support through matching gifts with social proof can be a game-changer for nonprofits like yours.
In this post, we’ll explore how organizations can encourage donors to take advantage of matching gift programs, demonstrating how social proof can turn a single matching gift into a chain reaction of doubled giving.
Specifically, we’ll cover:
Ready to see how your team can benefit from matching gifts with social proof and more? Let’s get started with the basics.
What is social proof?
According to Sprout Social,
Social proof is the psychological concept that people are influenced in their decision-making by others, compelling them to act within societal norms or expectations. In the context of marketing, social proof provides evidence of the popularity or usability of a brand among consumers to influence the purchase decisions of prospective and returning customers.
In other words, social proof is the idea that people are more likely to make choices or take actions when they see others doing the same.
In terms of fundraising, it means supporters (prospective and existing ones alike) are increasingly inclined to get involved when their peers are doing so, too. This can take a lot of forms, from giving to participating in matching gifts and beyond. And it’s beneficial for fundraising organizations, as social proof can help build trust and momentum around their causes.
How to increase matching gifts with social proof
For many donors, matching gifts are a completely new concept. In fact, research shows that despite 26 million individuals working for companies with matching gift programs, an astounding 78% have no idea that they’re eligible.
The solution? Marketing matching gifts to your audience. And for the best results, incorporating social proof throughout your efforts can go a long way. Lucky for you, there are quite a few ways that your team can do so. These include:
Sourcing matching gift facts & figures
It’s hard to argue with facts. That’s why matching gift statistics (whether industry-wide or within your organization) can be a valuable tool in establishing social proof. After all, accurate and relevant facts and figures about matching gifts—and your supporters’ behavior regarding the programs—can be crucial for communicating the benefits of these programs to donors and other existing stakeholders.
Example:
More than 580 donors have had their gifts matched to our organization in the last year. That’s a lot of support!
How to Get Started:
Check your 360MatchPro dashboard and reporting module to uncover valuable insights you can use to demonstrate matching gift impact.
Not a 360MatchPro user yet? Click here to get a personalized demo and see how your organization will benefit from our tools—including tracking and reporting on donor involvement!
Promoting matching gift donor testimonials
Often, there’s nothing more powerful than hearing a story in a donor’s own words. For supporters considering matching gifts, hearing about the experience from a peer who has successfully completed the process can go a long way. After all, promoting matching gift donor testimonials is an effective strategy to enhance awareness, encourage participation, and build trust in your organization’s matching gift programs.
For an added personal flair, aim to include photos or videos of the donor whose testimonial you share!
Example:
Meet Sarah. Sarah is a generous donor to our organization, and she recently took the extra step to have her already significant gift doubled for our cause. Here’s what Sarah has to say: “I loved having the opportunity to double my impact on my favorite organization while getting my employer involved in the causes I care about. The whole process was quick and easy, too!”
How to Get Started:
In 360MatchPro, first, navigate to the “Donations” tab. From there, filter the statuses to include those marked as “Match Complete” to identify your best prospects for matching gift testimonials. Then, reach out to your list of supporters to solicit feedback and collect testimonials from those interested in sharing their experiences.
Not a 360MatchPro user? Sift through your existing data in your CRM to manually uncover potential testimonial providers. Just make sure you’re contacting individuals who have successfully completed a match in the past!
Encouraging social sharing of matching gift content
When your organization posts something on its social media pages, it’s likely able to reach your network of supporters. If you’d like to extend your reach to new audiences, however, social sharing can be the key. All it takes is getting your existing supporters to interact with and share (or re-post) the content you publish on your social channels.
Encouraging social sharing of matching gift content is an effective strategy to amplify awareness, drive participation, and leverage social proof in fundraising efforts. When supporters share information about matching gifts on social media or within their networks, it not only broadens your outreach but also reinforces the message that matching gifts are a valuable part of giving.
Example:
Over 65% of Fortune 500 companies match employee donations. Share this post with a colleague or peer to encourage them to check if their employer matches, too!
How to Get Started:
Create and share eye-catching graphics, visuals, or video content that quickly and easily explains the basics of matching gifts. You can even provide supporters (or advocates) with pre-written messages they can use when sharing, making it even easier for them to promote your cause—and the matching opportunity—to their own audiences.
P.S. Double the Donation provides free, customizable Canva templates that users can access from within their 360MatchPro accounts. Just head to the “Resources” and select “Marketing Assets!”
Incorporating matching in peer-to-peer fundraising
Incorporating matching gifts into peer-to-peer fundraising is an impactful way to drive increased donations through social proof. When donors see others matching contributions within peer fundraising campaigns, it reinforces the idea that matching is a standard part of giving, encouraging additional supporters to look into matching opportunities through their own employers.
Example:
Thanks for giving to our peer-to-peer fundraising campaign! Did you know your gift can have twice the impact on our cause with a match? Contact your fundraiser to learn more about the benefits of matching gifts and how you can get involved.
How to Get Started:
Equip your peer-to-peer fundraisers with matching gift resources so that they’re well-prepared to promote the opportunity to their donors. This can include email and social media graphics (such as those provided by Double the Donation), templated messages, and more.
From there, it’s crucial to have a matching gift search tool embedded in your peer-to-peer giving forms, too, so all donors can interact with the widget.
Highlighting matching companies supporting your efforts
Many donors remain unaware that their employers offer matching gifts. By highlighting companies with matching gift programs (particularly those that are actively supporting your mission), you educate donors on the availability of these benefits—and encourage them to explore their own employer’s matching options.
Meanwhile, recognizing companies that support matching gifts demonstrates how accessible and straightforward the process can be. Seeing well-known companies participate reinforces that matching gifts are widely available and beneficial to both employees and nonprofits.
Example:
This year, companies like Home Depot, Apple, State Farm, Verizon, Bank of America, and more are supporting our organization through matching gifts. And that’s thanks to generous donors like you who work for these employers!
How to Get Started:
Check out the “Top Companies” report within 360MatchPro to access insights about the companies most highly represented in your donor base. Then, spotlight those leading employers on your dedicated Match Page along with other matching gift materials!
Implementing public recognition for matching gifts
Implementing public recognition for matching gifts is a strategic way to harness the power of social proof and encourage more donors to participate in the programs. Publicly recognizing donors who engage in matching gifts signals to others that matching gifts are valued, achievable, and impactful, often resulting in similar action.
This not only celebrates donors but also educates prospects about matching gifts, showcasing that they are a common, achievable, and powerful way to increase impact.
Example:
We want to give a big shoutout to a donor who has gone above and beyond for our mission: John Doe! John recently contributed a generous amount that was then doubled by his employer through a matching gift program.
How to Get Started:
Implement a strategy for tracking matching gifts to completion. We recommend having donors indicate when they’ve submitted a match, such as with a built-in button within 360MatchPro’s email streams. This way, your team can be prepared to reconcile the records in your system when the match ultimately arrives.
Then, take to social media, email newsletters, donor walls, or other recognition channels to highlight your completed matches!
Case study: Phillips Exeter Academy’s Match Like Megan
About the Organization
Phillips Exeter Academy, commonly known as Exeter, is a prestigious, private co-educational boarding school in Exeter, New Hampshire. Known for its rigorous academic programs, Exeter has a distinguished history of preparing its students for success in higher education and beyond.
Uncovering the Matching Gift Need
Recently, the school’s development team was tasked with doubling its annual fundraising revenue in order to better support its academic and other programming. As part of determining how to do so, the team ultimately decided to revitalize its corporate matching gift efforts, as they realized they were not fulfilling their matching gift potential as-is.
When the director located the school’s matching gift software, the team began to play around with it, looking to identify new ways to bring matching gifts to the forefront of their fundraising strategy. And what they came up with was Match Like Megan.
About the Campaign
Match Like Megan was born from a single matching gift donor, Megan, who gave generously to her alma mater. From there, she also got her gift matched by her employer (Macy’s), doubling her impact and bringing her total annual giving to the next society level.
As a result, the Exeter team decided to launch an initiative around the idea that just about anyone can “Match Like Megan.” This came following a number of other alliteration-style campaigns, including Donate Like Dave and Lead Like Lawrence. The school then spotlighted Megan’s matching gift participation across its marketing and educational efforts, including social media posts, email campaigns, and more.
When supporters see how easy it is for someone like Megan to get her gift matched for her school, they’re more likely to take the steps themselves to do so. Hence, the concept of social proof.
Wrapping Up & Additional Resources
When it comes to amplifying support for your cause through matching gifts, social proof is a powerful catalyst. The “Match Like Megan” campaign shows that leveraging real-life examples of matching gift donors can drive others to join in, boosting overall participation and revenue.
By placing a spotlight on your own donors, your organization not only strengthens relationships with existing supporters but also cultivates a giving culture that feels accessible, inspiring, and community-driven. As more donors participate in matching gifts, their impact grows exponentially, creating a lasting influence on your mission.
Let social proof be the spark that fuels your matching gift success—and watch your community rally around your cause, one match at a time.
Ready to learn more about innovative matching gift tactics your team can adopt for big results? Check out the following resources:
