Giving Tuesday is a huge phenomenon in the nonprofit world, essentially kicking off the Giving Season each year. Hundreds of millions of dollars are raised in a single day, and for organizations with high donation volume, this 24-hour period can determine the overall success of annual fundraising goals. However, despite this surge of generosity, one critical opportunity remains largely untapped: matching gifts on Giving Tuesday. While donors and teams are gearing up for record-breaking giving, billions in matching gifts go unclaimed every year.

As a fundraising professional, you know about matching gifts, but you may be searching for easy, effective, and high-impact ways to make them a more central part of your Giving Tuesday efforts. You’re not alone. Many organizations find that, even with robust awareness and ready donors, the barrier is turning interest in matching gifts into tangible, doubled revenue.

This article is designed specifically for fundraising teams handling high donation volume on Giving Tuesday. By reading, you’ll learn how to:

Let’s dive in and transform your approach to matching gifts on Giving Tuesday.

1. Priming Your Database: Building Momentum Before Giving Tuesday

Segment Your Donors for Targeted Matching Gift Outreach

Before Giving Tuesday arrives, set your campaign up for success by segmenting your database for maximum relevance. Use your CRM or a donor management platform to identify supporters employed by companies with known matching gift programs. Investing in resources such as donor employment data enables more precise targeting, helping you send tailored communications to those most likely to access matching programs.

When you’ve identified these donors, create a specific pre-Giving Tuesday email series for them. Explain how to participate in employer matching. Remove friction by clearly addressing common concerns about eligibility, complexity, or the typical time commitment. If you have access to matching gift automation, tools like Double the Donation let you insert eligibility lookup and simple instructions directly in your emails.

Tell Compelling Stories to Build Excitement

People respond to real results. Therefore, share testimonials and impact stories from previous years that illustrate the power of matching gifts. Show how a donor’s participation funded tangible outcomes. Whether through donor spotlights in your emails or short videos on social media, focus on messaging like, “Your generosity helped us unlock double the funding for our food pantry last Giving Tuesday.”

For example, UWC-USA’s campaigns often highlight donor stories in the lead-up to Giving Tuesday. Their messaging, “Your $100 gift became $200 and changed twice as many lives,” shows donors the outsized impact of participation, boosting both individual motivation and overall giving.

Incorporate Matching Gift Reminders in Multi-Channel Countdowns

Begin sending countdown messages about Giving Tuesday at least two weeks in advance. As you do so, you’ll want to integrate matching gift reminders in every touchpoint. Here are a few ideas for doing so:

  • Add banners or footers to all emails referencing matching gift opportunities.
  • In text message reminders, include a quick prompt about employer matches.
  • On your social media countdowns, feature short donor quotes or statistics about last year’s matching gift impact.

By weaving in reminders throughout your communications, you help donors mentally and practically prepare, ensuring the matching gift message sticks when Giving Tuesday ultimately arrives.

Empower Board Members and Ambassadors

Leverage board members, staff, and core ambassadors as personal matching gift influencers. For the best results, provide them with:

  • Sample social media posts that highlight the matching gift impact
  • Ready-to-use text or email copy related to corporate matching gifts
  • Quick and shareable “Did you know?” graphics explaining matching gifts

Then, encourage them to reach out to their peer networks personally. When supporters receive a direct message from a trusted contact about matching gifts on Giving Tuesday, they’re much more likely to act.

2. Real-Time Matching Gift Promotion Tactics on Giving Tuesday

Use Live Match Thermometers and Visual Progress Bars

Come Giving Tuesday, urgency and visibility are your greatest assets. Adding real-time progress bars or match thermometers to your campaign landing page and donation forms gives donors tangible evidence that their gift could make an immediate difference. You could display, “$10,000 to go for our matching gift goal; help us unlock every dollar!” This strategy not only creates a sense of urgency but also fosters a feeling of collective accomplishment.

If your system allows, update the thermometer automatically as gifts and matching donations come in. If automation isn’t available, assign a team member to refresh the progress every hour across your website and social channels.

Schedule Time-Sensitive, Multi-Channel Communications

Be sure to map your Giving Tuesday communications for maximum impact, and personalize your messaging where possible. Use subject lines like, “Your Giving Tuesday gift could make twice the impact today.”

Then, coordinate the timing of your communications so different channels reinforce your message throughout the day.

SMS, in particular, can cut through inbox clutter and trigger last-minute action. If you use donor data paired with automation tools, segmenting by past gift size or match eligibility can help send even more targeted alerts.

However, donors will likely encounter your message at different moments. Therefore, be sure to maintain consistency across:

  • Email
  • SMS
  • Facebook, Instagram, LinkedIn (using Stories, Reels, and updates)
  • Website banners and popups

Throughout the day, share campaign updates to keep supporters informed about your efforts. Short videos, milestone graphics, or quick “thank you” reels can capture attention and sustain momentum.

3. Optimizing Your Digital Donation Experience for Matching Gifts

Embed Employer Match Lookup and Tools into the Donation Process

A streamlined digital experience is essential. For the best results, incorporate employer match lookup widgets or iframes directly into your donation form. Partnering with providers that offer seamless integration allows donors to search for their employer and begin the matching process before submitting their donation.

Therefore, prominently place instructions above or immediately after the payment section: “Curious if your employer will double your gift? Use this tool to find out.” The best practices outlined in this resource offer practical tips for integrating matching gift information at the ideal time.

Industry data suggests nonprofits that actively market matching gifts in the donation process see up to 51% more submissions. If you haven’t embedded these features yet, consult with your platform provider or a service like Double the Donation before Giving Tuesday to maximize results.

Automate Immediate Post-Gift Reminders

Not every donor is ready to complete a match during checkout. Set up an automated confirmation page and email sequence:

  • The confirmation page should thank the donor and immediately prompt them to check if their employer will match their contribution.
  • Follow up with a personalized email within 24 hours of the donation, providing direct links to employer-matching gift forms and clear next steps.

Organizations like WWF and more have found that targeted post-donation communications directly lead to higher rates of completed matches, especially when the process is presented as “one final step” to double their impact.

Mobile Optimization is Mandatory

The majority of Giving Tuesday website traffic now arrives on mobile devices. To capture every possible match:

  • Test the end-to-end donation and matching workflow on different smartphones and tablets.
  • Use large, mobile-friendly buttons and condensed forms to maximize conversions.
  • Ensure all links, including those within embedded employer lookup tools, are fast and accessible.

If your matching gift journey is smooth on mobile, you’ll reduce donor drop-off and increase total revenue received.

A/B Test Your Calls-to-Action for Maximum Conversions

Effective calls-to-action help drive match completions. Test variations such as “Double your impact today,” “See if your employer matches,” and “Amplify your Giving Tuesday gift.” Use your platform’s analytics to track which wording and placement lead to higher click-through rates and match submissions, then incorporate those strategies widely across your efforts.

A/B testing is an ongoing process, but consistent optimization can dramatically increase your matching gift revenue on Giving Tuesday and beyond.

4. Engaging Corporate Partners and Donors for Instant Impact

Proactively Equip Corporate Partners for Employee Engagement

Don’t wait until Giving Tuesday to activate your corporate relationships. For the best results, you’ll want to begin outreach 2–4 weeks in advance.

  • Notify key HR and corporate social responsibility contacts about your upcoming Giving Tuesday campaign.
  • Offer turnkey toolkits: pre-written emails, intranet posts, and digital flyers that make it simple for companies to promote matching gift opportunities to their employees.
  • Partner with top companies to run joint awareness efforts, offering short webinars or Q&A sessions that highlight the simplicity and impact of matching gifts on Giving Tuesday.

Your corporate partners will appreciate this support, and you’ll increase employee participation during a high-visibility moment. It’s a win-win!

Feature Corporate and Individual Match Results as They Happen

Highlight real-time results. Whenever a company’s employees unlock significant matches, broadcast the news to your audience. For example, you might:

  • Post quick updates to your social channels and email lists.
  • Share infographics or progress bars illustrating aggregate match totals unlocked by corporate partners.
  • Send follow-up thank-you notes and personalized recognition to companies and individual sponsors.

Organizations like UWC-USA have found these tactics drive year-over-year growth, as donors and sponsors want to see their impact celebrated.

5. Tracking, Reporting, and Celebrating Matching Gift Results

Implement Real-Time Dashboards to Track Progress

Visibility inspires both staff and supporters. Use your CRM or matching gift tool to track matching gifts in real time, breaking down data by donor type, employer, and campaign segment. Share these insights internally during Giving Tuesday to keep your team motivated and responsive.

For public audiences, consider sharing key milestones through your website or social media. These might include graphics showing, “We’ve just unlocked $2,500 in matching gift revenue!” or live stats on your campaign page.

Organizations like WWF use progress updates and real-time reporting to build confidence and motivation among donors eager to see their immediate impact with matching gifts.

Report Back Transparently to Stakeholders

It’s important to keep your organization’s key stakeholders up to date on your Giving Tuesday campaign success. Within 48 hours after the big giving day:

  • Email donors and partners a clear recap of results, highlighting the number and value of matched gifts as well as specific stories funded by this revenue.
  • Customize messaging for board members, corporate sponsors, and volunteers, framing the results in the context that matters most to each group.
  • Share not only numbers but also real-life implications, such as “These matching gifts funded 2,000 additional meal deliveries to families in need.”

Publicly Celebrate All Contributors

Recognition fuels future donations, both matching gifts and otherwise. Therefore, it’s a good idea to celebrate individual and corporate participants alike:

  • Send personalized thank-you notes to every donor who completed a match, emphasizing the importance of their contribution and subsequent corporate engagement.
  • Spotlight corporate sponsors and employee groups that contributed match funds across your social channels and in your recap communications.
  • Feature a standout donor or match sponsor each week following Giving Tuesday to sustain campaign momentum.

Evaluate, Learn, and Plan for Next Year

After the campaign, conduct a team debrief to determine what went well and where you have opportunities for future improvements.

For the best results:

  • Identify which tactics and communication strategies generated the most matching gift revenue.
  • Survey donors and corporate partners to gain feedback about the matching gift experience.
  • Review all findings in a shared document so your team can make data-driven enhancements for the following year.

Then, share these insights with your wider team to promote a culture of transparency and improvement. By setting up for next year’s campaign now, you ensure continuous growth and learning.

To sustain momentum beyond Giving Tuesday, you might also explore concepts related to Matching Wednesday and similar follow-up campaigns to extend the impact of your year-end fundraising.

Conclusion

Giving Tuesday is a unique opportunity where generosity surges and every action is magnified. Making the most of matching gifts on Giving Tuesday provides a powerful way to make every dollar go further, drive donor engagement, and strengthen your organization’s reputation for impact.

Each of the above strategies is practical and adaptable. Whether you’re refining an existing program or building your approach from scratch, these tactics maximize both match revenue and donor satisfaction. For more actionable tools and insights, explore Double the Donation’s Matching Gift Toolkit.

Continue learning, testing, and refining, and you’ll soon see the real potential of matching gifts on Giving Tuesday.