Maximizing Matching Gifts The Maryland Affiliate of Susan G. Komen for the Cure® and Adcieo Team Up to Drive Donations

A Guide to Matching Gift Programs 1. What is a Matching Gift Program 2. Ways to Maximize 3. Effective Pages 4. Putting the Pieces Together 5. Komen Maryland’s Experience 6. Integration

What’s a Matching Gift Program?  A way to easily increase donor contributions.  A gift made by a donor’s place of employment to a qualifying charity.

How many companies in the United States offer some form of a matching gift program?

How many companies in the United States offer some form of A matching gift program? *Statistics from HEP Development Services 2009

3 Characteristics of a Successful Matching Gift Program  Organizational Commitment  Access to Quality Data  Easily Repeatable Process to Educate/Communicate with Donors

Data Elements the Building Blocks  Donor Names  Address/Phone Number/Cell Phones  s  Employment Information (HEP EmployerFind)  Matching Gift Eligible Companies

Some Facts  1in 10 gifts is matching eligible.  Exxon Mobil - $1 million to both LSU and Texas A&M.  Approximately 50% of Corporate 500 Companies have matching gift programs.  American Cancer Society quadrupled what they raised in three years from $2 million to $10 million and they believe they can triple that again.  A new matching company is added almost daily.

Tips for Maximizing Matching gifts  Solicitations & Newsletters – Promote  Brochures – Inserts in mailings  Employer Information is Key  Drawings - events  Luggage Tags  Employer Find – finds employer info  Automatch – mine your current data & appends  Use Website – have an E-Match Donor Link Page  Drive donors to the page

Use Your Channels

Double Your Impact  Ad is educating & Creating Awareness  Ad is driving donors to a web page on Matching Gifts (E- Match)  Ad Text is as follows:  “To see if your company will match a gift to the Nature Conservancy visit nature.org/matchinggifts or contact your company’s human resources department”

E-Match Example – St. Jude

Matching Gift Policies & Procedures  Each Matching Gift Program is different  Types of Non-Profits they will match to  Athletics – Religious  Procedures are spelled for the donor  Double Matching Gifts  Explode

Use Your Channels

AutoMatch  Newly released version of software  Screens client files where client has employer information  Finds Matching Gift Eligible Donors by screening those not previously identified as match eligible against HEP’s database  Hit rates average 4-12% over what they have currently

AutoMatch

Employer Find  Finds Employer Information on 15-40% of a file when no client employer information is available  How it works  We Screen client files against ten+ databases containing over 70+ million records  Data comes from publicly available data and databases including the internet  We can then run that file using Automatch to  Find more matching gift eligible alums

EmployerFind

Best Practices  Make it easy to find the company.  Make it easy access to company forms.  Integrate the Website.  Make it easy to understand eligibility.  Full/Part time employees  Donation amount  Donation threshold  Employee donation payment type  Time restraints  Organization type

Effective pages – The Maryland Affiliate of Susan G. Komen for the Cure®

Effective Pages – The Maryland Affiliate of Susan G. Komen for the Cure®  Simple to Use  Integrated Employer Search  Link to forms

Putting the Pieces together Simplicity Donors need to be able to not only access important Matching Gift information and forms, but they need to be able to do so with ease.

Employer Search Donors need to be able to not only access important Major Gift information and forms, but they need to be able to do so with ease.

Form Lookup Connecting donors directly to necessary forms increases the return rate on completion and submission.

Komen Statistics 3,857 constituents clicked on the matching gift badge 78% of these searched for their company 22% were able to find their company Last Year 63 matching gifts from 11 companies This year 158 matching gifts from 27 companies confirmed Additional 352 matches have not been paid yet 410 total matching gifts from a total of 53 companies

Integration

Next Steps Employer Find Proactive Communication Viral Marketing

AFP and HEP Partner to Provide Matching Gift Tools to Fundraisers Products, services and training will help AFP members maximize charitable donations (March 9, 2010) The Association of Fundraising Professionals (AFP) announces a partnership with HEP Development to provide its members with industry-leading products and services for matching gifts. The partnership will grant AFP members access to the most comprehensive data on matching gifts. HEP will conduct free webinars and provide papers, toolkits and other resources to help fundraisers educate donors about corporate matching gift programs that can multiply the value of their donations. HEP will also provide AFP members special discounts on HEP products. The partnership site is:

Lenore Koors The Maryland Affiliate of Susan G. Komen for the Cure® Dennis Chyba Adcieo Next Steps