As the new year begins, many nonprofits are reflecting on the success of their year-end campaigns. But the momentum from those final months of the year doesn’t have to end when the calendar flips. In fact, now is the perfect time to capitalize on the energy and engagement you’ve built over the past year—especially through matching gift programs.
By strategically maintaining and maximizing year-end engagement, nonprofits can continue to inspire donors, encourage early giving, and build a foundation for a strong fundraising year ahead.
In this blog, we’ll share insights on how to keep the spirit of giving alive, harness the power of matching gifts, and drive donor activity throughout the year:
- Recapping the role of year-end giving
- The impact of start-of-year fundraising for nonprofits
- How matching gifts come into play
- Best practices for matching donations in the new year
Ready to maximize your organization’s end-of-year momentum and bring support into the new year? Let’s get started!
Recapping the role of year-end giving
Year-end giving plays a pivotal role in the financial success of many nonprofits, often representing a significant portion of their total annual revenue. As the final months of the year approach, donors are often more inclined to contribute, driven by the combination of personal year-end reflections, holiday generosity, tax considerations, and more.
One of the key drivers behind year-end giving is the sense of urgency created by the closing of the calendar year. Many donors want to ensure that their contributions are counted for tax deductions before the year ends, while others are motivated by a desire to end the year on a charitable note. For nonprofits, this presents a unique opportunity to tap into this increased generosity and secure critical funding for programs and operations.
Additionally, year-end giving provides an ideal moment to engage with lapsed donors or re-engage current supporters, reminding them of the impact their gifts can have. By highlighting success stories, sharing upcoming plans for the new year, and making it clear how their donations will make a difference, nonprofits can inspire both new and returning donors to contribute.
The impact of start-of-year fundraising for nonprofits
While year-end giving often takes center stage in nonprofit fundraising, start-of-year campaigns can have a significant and lasting impact on an organization's success. After all, the beginning of a new year offers a fresh opportunity for nonprofits to engage with donors, set new goals, and capitalize on the momentum from the previous year’s efforts.
Start-of-year fundraising plays a crucial role in establishing a strong financial foundation for the months ahead and can provide a powerful springboard for continued success throughout the year.
One of the key benefits of start-of-year fundraising is that it allows nonprofits to reconnect with donors after the year-end rush. Following the holiday season, donors may feel more inclined to continue their charitable giving, especially if they've already made their year-end contributions and are looking to keep up the momentum. By sending timely communications that acknowledge their previous support and remind them of the ongoing need, nonprofits can tap into this early-year generosity.
How matching gifts come into play
Matching gift programs can be a game-changer for nonprofits, especially when integrated into start-of-year fundraising campaigns. As donors approach the new year, they’re often assessing their charitable contributions and may be more inclined to give—particularly when they know their donations can be doubled or even tripled by their employer.
Incorporating matching gift opportunities into your start-of-year fundraising strategy can significantly boost the impact of each contribution, helping to amplify donations and engage supporters right from the start.
At the beginning of the year, many donors are motivated by personal resolutions, a desire to start fresh, and an overall sense of optimism. When they learn that their donations can be matched by their employer, it adds a layer of excitement and urgency, encouraging them to give sooner rather than later. This makes start-of-year fundraising the ideal time to highlight matching gift opportunities and remind donors about the benefits of these programs.
Furthermore, matching gifts can serve as a powerful incentive for donors to give more than they might have initially planned. When individuals know their contribution will be matched, they are more likely to increase their donation to take full advantage of the matching opportunity. For nonprofits, this can translate into higher average donation amounts and increased overall revenue, all without additional fundraising efforts.
The start of the year also presents a perfect time to re-engage lapsed donors or those who may have missed out on matching gift opportunities in previous campaigns. By reminding them about the availability of these programs and showcasing their impact, you can rekindle their interest and encourage them to contribute again.
Best practices for matching donations in the new year
As nonprofits dive into the new year, integrating matching donations into fundraising efforts can be a powerful way to boost support and engage donors. To make the most of matching gift programs, it’s essential to follow best practices that ensure both the nonprofit and its supporters reap the maximum benefits.
Here are some top strategies for leveraging matching donations effectively in the new year:
1) Start early and set clear goals
Kick off the year by identifying your matching gift opportunities and setting clear fundraising goals. Starting early allows you to build momentum, giving donors time to plan their contributions and take full advantage of matching programs. Be transparent about your goals—whether it's raising a specific amount or securing a certain number of matches—and communicate these objectives in all donor communications.
2) Follow up on previously made, match-eligible donations
One of the most effective ways to maximize matching gifts is by following up with donors who have already made match-eligible contributions, likely at the previous year’s end. Many donors may forget to submit their matching gift request to their employer, which means valuable donations could be left on the table. By proactively reaching out, nonprofits can help donors unlock the full potential of their gifts.
Here’s an example of what that email might look like:
Start by identifying donors who have made eligible donations but haven't yet submitted matching gift requests. Once you have this list, craft personalized follow-up messages to gently remind them about the matching gift process. These communications should include clear instructions on how to submit a matching gift request, any relevant deadlines, and a direct link to the company’s matching gift portal, if available.
3) Offer new opportunities for giving
To maintain donor engagement throughout the year, it’s important to consistently offer new opportunities for giving. This could involve promoting special campaigns, seasonal initiatives, or specific fundraising drives that tie into your nonprofit’s overall goals. Offering fresh ways for donors to get involved helps keep their enthusiasm alive and encourages them to continue supporting your organization. Then, when they give, make sure to promote matching gift opportunities appropriately!
Another great strategy is to highlight recurring donation opportunities, such as monthly giving or planned giving programs, and promote matching donations to incentivize donors to make a longer-term impact. Offering matching gift opportunities for different types of donations—one-time, monthly, or even volunteer hours—ensures that there is something for everyone, regardless of their preferred giving method.
4) Thank your donors for their ongoing support
Showing gratitude is essential for maintaining strong, long-lasting relationships with your supporters. After all, when donors feel valued, they’re more likely to continue their contributions and recommend your organization to others.
Therefore, after matching gifts are processed, be sure to send a thank-you message that acknowledges both their original donation and the matching contribution. Personalized thank-you letters or emails should reflect the impact their gifts have made and how their support furthers your mission. Don’t forget to mention how matching gifts amplify their generosity, showing them the direct influence of their actions.
Conclusion
The enthusiasm from your year-end campaign can continue to fuel your nonprofit’s efforts well into the new year. By staying connected with donors, emphasizing the lasting impact of matching gifts, and making it easy for supporters to give, you can maintain and even enhance the engagement you built in December.
Keep the momentum going, and make this year your most successful fundraising year yet by leveraging the power of matching gifts and ensuring your donors feel valued and motivated to continue giving. Good luck!
