This is the time of year when non-profits are setting their end-of-year giving strategies in motion, looking to make the most out of the giving season. Whether it’s one-off days like Giving Tuesday, or holiday giving, or last-calls for the tax season, you can bet your competitors (and yes, the major donors on your list who are giving to other organizations!) are being proactive about their year-end plan. But there’s an important group of donors not to be missed – the first-time and LYBUNTS on your list! A great way to re-engage them, and to make one (or a few) of your major donors feel valued and appreciated is by building a donor match pool for year-end giving.

These can’t just be generic, or applied to all gifts – we’ve all seen those. A match program that works is one that is specific, time-limited, and lets the audience know there is a real chance to double or triple their gift. Some ideas for making the most out of your match opportunity:

•  Come up with the match strategy and pitch your target major donors on it. Make sure to ask for a 10-20% increase from their typical gift – to help the match go farther.

• Target the match specifically to new donors (using an acquisitions list) or LYBUNTS (using a segmented list from your database).

• Spell out how the match works – a generous group of donors has agreed to match all first time / renewed gifts, up to $xxxx, between now and December 31st

• Make the return materials easy to use and active – big YES check boxes, impact statements, and feel-good donor language.

• Consider printing in the materials a QR code that will go to a special donor match giving site.

•  Follow up with the donors, the match pool, and your stakeholders to report back on the success of the match! People will want to hear how it went. 

Donor matches can help remove a common barrier to first-time and renewed gifts – the donor wondering if their small donation will make a difference. It is always easier to retain or re-engage a donor than to recruit a new one, and the lifetime giving of a steady donor will make this strategy pay dividends for years to come! 

Need a little inspiration for your end of year plan? Check out our Final Countdown resource: