How Can You Run a Successful Matching End-of-Year Fundraising Campaign?

Why Run a Matching Fundraising Campaign at Year-End?

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As the year winds down, it's a prime time for giving. People are often eager to support causes close to their hearts, and a matching fundraising campaign can make their gifts go even further. In a matching campaign, a donor’s contribution is doubled by a matching gift from a partner or major donor, maximizing impact and inspiring generosity.

For Canadian charities, these campaigns can be a fantastic way to close the year on a high note, allowing supporters to see their impact multiplied and encouraging them to give more.

Why Do Matching Campaigns Work So Well?

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Matching campaigns offer two big benefits:

1. They Motivate Donors: People love knowing their contributions will go twice as far. This sense of doubled impact drives many to donate.
2. They Encourage Bigger Gifts: When donations are matched, people are often inspired to give more than they originally planned, knowing it will have an even greater effect.

Useful Steps to Run a Successful Matching End-of-Year Fundraising Campaign

Step 1: Set Clear Campaign Goals and Objectives

Establishing a specific goal is the first step toward an effective campaign. Here’s what to consider:

• Fundraising Target: Identify a concrete dollar amount to reach. For instance, if your goal is to raise $20,000, make sure this amount aligns with a clear purpose, like funding a specific program or covering essential costs.
• Match Limit: Decide how much your matching partner will contribute. Some campaigns match dollar-for-dollar up to a fixed amount, like $10,000.
• Timeline: Most end-of-year campaigns run from early November through December 31 to align with the holiday giving season.

Example Goal: A Toronto-based charity might aim to raise $20,000 to support youth programs, with a local foundation agreeing to match each dollar raised up to that amount.

Step 2: Find a Great Matching Partner

A strong matching partner can be a key supporter, foundation, or even a business that’s enthusiastic about helping your cause. Here’s what makes a great partner:

• Shared Values: Look for partners whose interests align with your mission. For example, an organization focused on environmental sustainability might partner with an eco-friendly business or foundation.
• Proposal with Impact: When approaching potential partners, show them the direct impact of their match. Paint a clear picture of what their contribution will accomplish, like funding essential services or launching a new initiative.
• Highlight Their Role: Explain how they’ll be part of a larger effort to bring about real change. For instance, a grocery store chain could be a great match for a food security nonprofit, lending community appeal and credibility.

Example: A nonprofit working to expand mental health services could approach a local clinic or wellness center for matching support, creating a natural partnership.

Step 3: Build a Strong Campaign Message

Your message is at the heart of a successful campaign. Here’s what to keep in mind:

• Emphasize the Match: Make it clear that donations will be doubled and highlight the opportunity for donors to make an outsized impact.
• Time Sensitivity: Remind donors of the December 31 deadline. Limited-time matches create urgency, encouraging people to act sooner.
• Community Impact: Explain the specific impact of their donations. Whether it’s feeding families, funding new programs, or providing essential supplies, let donors know how they’re helping.

Sample Message: “Every dollar you give today will be doubled up to $20,000 until December 31! Your support will provide vital resources to families in Toronto, Ontario. Don’t miss this chance to make twice the difference!”

Step 4: Plan an Outreach Strategy to Spread the Word

To maximize reach, promote your campaign through multiple channels:

1. Email Campaigns: Send personalized emails explaining the matching campaign to your donors. Make sure to send reminders as you approach the end date.
2. Social Media Updates: Use platforms like Facebook, Instagram, TikTok, and LinkedIn to keep followers updated on campaign progress. Post visuals, live updates, and encourage people to share the message.
3. Website and Donation Page: Update your website and donation page with a prominent message about the matching opportunity. Make it easy to navigate so donors know exactly how their contributions will be doubled.
4. Press Outreach: Contact local media for coverage, especially if you’re partnering with a well-known organization. Press can amplify your reach and attract new donors.
5. Direct Mail: Not all donors are online! A well-timed, heartfelt letter can reach older donors or those who might appreciate a tangible reminder.

Step 5: Engage Donors Throughout the Campaign

Keep donors in the loop with campaign progress. Here are some ways to keep supporters involved:

• Progress Updates: Share regular updates on your website, through email, or on social media. Let donors know when you reach key milestones (25%, 50%, 75%), showing them how close you are to your goal.
• Celebrate Milestones: When you hit halfway or other significant points, celebrate with your supporters. You might even consider setting a stretch goal if your match is nearing completion.
• Thank Donors Personally: Throughout the campaign, express gratitude to donors. Small, thoughtful touches like personalized thank-you notes or a follow-up email can go a long way in making supporters feel appreciated.

Step 6: Share Results and Impact After the Campaign Ends

Once your campaign wraps up, show donors the tangible difference their doubled contributions made. This builds trust and encourages future giving.

Follow-Up Tips:

1. Impact Report: Share a report of the funds raised and what they’ll accomplish. A short PDF or web page with specific stories, images, and testimonials can help donors feel the impact of their gift.
2. Personalized Thank-Yous: Send individual thank-you emails to each donor, highlighting what their contribution has enabled.
3. Continue Engagement: Include details on upcoming volunteer opportunities, events, or ways they can stay involved. For many, giving is just the first step toward deeper engagement.

Example Post-Campaign Message: “Thanks to your incredible generosity and the matching support, we raised over $35,000! These funds will allow us to [specific impact, such as ‘provide meals for 5,000 families this winter’]. We’re grateful for your support and look forward to making an even bigger impact together in the future!”

Common Questions About Matching Campaigns

1. How do matching funds work in Canada?

Matching funds in Canada operate similarly to other countries. A partner, such as a major donor or foundation, pledges to match each dollar donated up to a set amount or goal, effectively doubling the value of every gift.

2. How should donations be receipted for matched campaigns?

For Canadian tax purposes, charities should issue receipts only for the actual amount donated by the individual donor. Make sure your supporters know that while their impact is doubled, they will receive a receipt only for the donation they made.

3. What types of businesses make great matching partners?

Look for businesses that align with your cause. For example, environmental charities might reach out to eco-friendly companies, while educational nonprofits might find good partners in local bookstores or technology firms.

Running a matching end-of-year campaign can be one of the most effective ways to boost donations and bring your community together for a common cause. With a well-organized campaign, a strong matching partner, and clear communication, your charity can maximize support during this high-impact giving season.

Start early, keep donors engaged, and always show them the difference they’ve made. Remember, each campaign is not only an opportunity to raise funds but also a chance to inspire deeper connections with your cause.

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