Matching gifts are one of the easiest ways for nonprofits to raise funds⁠ and boost donations without asking supporters to give more out of pocket. However, many donors are unaware that their employers offer matching gift programs or simply forget to take action. That’s where a well-crafted call-to-action (or CTA) comes in.

In this post, we’ll explore how to create compelling matching gift CTAs that drive donations. From strategic wording to ideal placement, we’ll break down key tactics to ensure your nonprofit makes the perfect ask, one that inspires donors to take advantage of corporate matching opportunities and double their impact.

Specifically, we’ll cover:

• What is a CTA?
• Matching gift CTAs, defined
• Key elements of an effective matching gift CTA
• Placing matching gift CTAs for maximum impact
• Examples of powerful matching gift CTAs

When it comes to matching gifts, the right CTAs can capture attention, encourage participation, and ultimately maximize your fundraising. You don’t want to miss out on their potential.

Let’s begin with the basics!

What is a CTA?

A call-to-action (or CTA for short) is a clear and compelling prompt that encourages an audience to take a specific action. In fundraising and nonprofit marketing, a CTA often directs donors toward the next step — whether that’s making a donation, signing up for a newsletter, or, in this case, checking if their employer can match their gift.

Effective CTAs are concise, action-oriented, and persuasive. They use strong verbs and create a sense of urgency to drive engagement. By making CTAs clear and accessible, nonprofits can significantly increase the number of donors taking action in support of their cause, ultimately boosting fundraising success.

Matching Gift CTAs, Defined

A matching gift CTA is a specific prompt or call-to-action that encourages donors to check if their employer offers a matching gift program⁠ — and to participate if so. Ideally, these CTAs are designed to increase awareness and participation in corporate matching as donors interact with your cause, helping nonprofits maximize donations without asking supporters to give more out-of-pocket.

Unlike general fundraising CTAs, matching gift CTAs focus on educating and motivating donors to take advantage of employer matching programs. They often include action-driven language to inspire the next steps.

To be as effective as possible, matching gift CTAs should be clear, compelling, and strategically placed across multiple donor touchpoints. Whether on donation pages, thank-you emails, or social media, these CTAs help drive more match completions, increasing overall fundraising revenue.

Key Elements of an Effective Matching Gift CTA

A well-crafted matching gift CTA can significantly increase donor engagement and maximize fundraising potential. Your CTA must be clear, compelling, and strategically designed to encourage donors to check their eligibility and complete the matching gift process.

Here are the key elements that make a matching gift CTA effective:

1. Clarity and Simplicity

Donors should immediately understand what action they need to take. Use simple, direct language that explains the matching gift opportunity. Avoid jargon or complex wording that may confuse or deter supporters.

2. Action-Oriented Language

A strong CTA uses powerful action verbs to encourage immediate engagement. Words like “Double,” “Match,” “Multiply,” and “Check” create a sense of urgency and motivate donors to take the next step.

3. Urgency and Encouragement

Creating a sense of urgency increases the likelihood that donors will act right away. Phrases like “Don’t miss this opportunity” or “Takes just seconds to check” can push supporters to follow through before it’s too late.

4. Mobile-Friendly Design

Many donors will encounter your CTA on their phones, so it must be easy to read and click on mobile devices. Ensure buttons are large enough to tap and forms are quick to fill out.

By incorporating these key elements, nonprofits can create effective matching gift CTAs that drive more donors to take advantage of corporate giving programs, ultimately increasing fundraising revenue and donor impact.

Placing Matching Gift CTAs for Maximum Impact

Crafting a compelling matching gift CTA is only half the battle; strategic placement is key to ensuring donors see it and take action. By integrating CTAs at high-engagement touchpoints, nonprofits can significantly increase matching gift submissions and maximize fundraising revenue.

Here’s where to place your CTAs for the best results:

1. Website Donation Forms

Embedding a matching gift search tool directly into your donation form makes it easy for donors to check eligibility before they give. This proactive approach increases match participation.

2. Donation Confirmation Pages

After donating, supporters are highly engaged and more likely to take additional action. Adding a matching gift CTA on the confirmation page encourages them to check their eligibility while they’re still feeling invested in your cause.

3. Thank-You Emails

Post-donation emails are an excellent follow-up opportunity to remind donors about matching gifts. Including a CTA ensures they don’t miss the chance to double their impact. Plus, other email marketing outreach offers additional chances to promote matching gifts with smartly placed CTAs!

4. Social Media and Digital Ads

Promoting matching gift opportunities on platforms like Facebook, Instagram, and LinkedIn helps spread awareness and encourages more donors to check their eligibility.

5. Event and Campaign Pages

If your nonprofit hosts fundraising events or seasonal campaigns, adding a matching gift CTA to these pages ensures more visibility and engagement.

6. Direct Mail and Newsletters

For donors who prefer offline giving, printed newsletters and other direct mail appeals should also include a simple CTA directing them to check for matching gifts online. You can even incorporate an easy-to-scan QR code to direct them back to your website for more information!

By strategically placing matching gift CTAs across multiple donor touchpoints, nonprofits can ensure more supporters take advantage of corporate matching programs, ultimately leading to increased funding and greater impact.

Examples of Powerful Matching Gift CTAs

A well-crafted matching gift call-to-action (CTA) grabs donors’ attention and motivates them to take action. The most effective CTAs are clear, concise, and action-oriented, emphasizing the opportunity to double or multiply impact with just a few clicks.

Below are some powerful examples of matching gift CTAs that drive results:

1. Direct and Impactful CTAs

These CTAs clearly communicate the benefit of matching gifts and encourage immediate action:

• “Double Your Donation — Check Your Eligibility Now!”
• “Your Gift Could Be Matched! Find Out in Seconds.”
• “Make Your Donation Go Twice as Far — See If Your Employer Matches!”

2. Urgency-Driven CTAs

Creating a sense of urgency increases the likelihood that donors will take action right away:

• “You Could Be Leaving Money on the Table — Check for a Match Now!”
• “Don’t Miss This Opportunity to Double Your Impact — It Takes Seconds!”
• “Multiply Your Gift Today — Your Employer Might Match It!”

3. Personalized and Conversational CTAs

Using inclusive language and addressing the donor directly makes the CTA feel more engaging:

• “Good News! Your Donation May Be Eligible for a Match — Find Out Now.”
• “Many Donors Don’t Realize Their Gift Can Be Matched — Check Yours!”
• “[Name], Your Employer Might Match Your Gift — Let’s Find Out Together!”

4. Simple and Action-Oriented CTAs

Sometimes, a short and to-the-point CTA works best, especially when paired with a clear button:

• “Check for a Match.”
•  “See if Your Employer Matches Gifts.”
• “Find Out in Seconds.”

5. Emotionally Driven CTAs

Tapping into donor emotions can enhance engagement and encourage action:

• “Your Gift Can Save Twice as Many Lives — See If It’s Eligible for a Match!”
• “Your Support Changes Lives — Double the Impact with a Matching Gift!”
• “Make an Even Bigger Difference — Check for a Match Today!”

By testing and optimizing different variations of these CTAs across donation pages, emails, and social media, nonprofits can identify what resonates most with their audience and drive more matching gift submissions. The right CTA can turn a single donation into double the impact, helping nonprofits maximize their fundraising potential.

A strong matching gift CTA is more than just a button or a line of text — it’s an opportunity to engage donors, increase contributions, and strengthen corporate partnerships. By crafting clear, compelling, and strategically placed CTAs, your nonprofit can significantly boost matching gift revenue.

Now is the time to refine your approach and test what works best for your audience. Whether it’s on donation pages, emails, or social media, every touchpoint is a chance to remind donors that their generosity can go even further.

Ready to maximize your matching gift potential? Start optimizing your CTAs today!