The start of a new year presents a fresh opportunity to maximize donations and drive more impact for your nonprofit. Following the holiday fundraising season, many donors are motivated to give in January—whether due to New Year’s resolutions, tax planning, or a renewed commitment to philanthropy. Plus, most corporate matching gift programs are renewed at the beginning of the calendar year, creating the perfect chance to secure additional funds.
In other words, by leveraging this crucial period, your organization can double eligible donations and boost overall revenue.
Here are four smart strategies to make the most of matching gifts at the start of the year:
- Leverage start-of-year giving momentum.
- Follow up on matchable year-end donations.
- Communicate that many match programs have been reset.
- Host a dedicated matching gifts drive.
Ready to bring your fundraising and engagement to new heights with matching gifts this year? Let’s get started.
1. Leverage Start-of-Year Giving Momentum.
Many donors kick off the year with a giving mindset. Whether inspired by new goals, corporate initiatives, or leftover holiday generosity, this is an ideal time to encourage them to check their matching gift eligibility.
How to Implement This Practice:
- Send targeted emails reminding donors that their gifts could be doubled.
- Feature matching gifts in January fundraising appeals.
- Share social media posts showcasing the impact of previous matches.
By integrating matching gift messaging into your start-of-year fundraising, you can capture this natural momentum and significantly increase match submissions with additional relevant touchpoints.
2. Follow Up on Matchable Year-End Donations.
The holiday season is a peak time for charitable giving, meaning many of your donors from November and December may still be eligible to submit a match request. Not to mention, many companies offer generous deadlines that often extend into the new year. However, many people don’t realize their gift can be matched—or simply forget to complete the process.
How to Implement This Practice:
- Identify donations from employees of companies with matching gift programs that are still accepting match submissions.
- Send personalized reminders with step-by-step instructions on how to request a match.
- Use automated matching gift tools to streamline follow-ups.
- Encourage recurring donors to batch their previous year’s gifts into a single new year match request.
By revisiting year-end donors, you ensure no eligible match goes unclaimed, leading to a substantial revenue boost.
3. Communicate That Many Match Programs Have Been Reset.
Most corporate matching gift programs reset at the beginning of the year, meaning employees who maxed out their match limit last year now have new funds available. However, many donors aren’t aware of this annual reset, so proactive communication is the key to driving action.
How to Implement This Practice:
- Send an email blast informing donors that their match eligibility has been renewed.
- Encourage formerly ineligible donors to look into their employers’ matching gift program opportunities.
- Include a reminder in your newsletters and social media posts.
Making donors aware of their renewed match potential ensures they take advantage of this fresh opportunity to double their impact—before their companies run out of funds for the new year!
4. Host a Dedicated Matching Gifts Drive.
A matching gifts drive is a focused campaign designed to educate donors about matching gifts and encourage them to take action if eligible. By dedicating some time to this effort, you can generate excitement and maximize match submissions. And the start of the new year is the perfect time to do so!
How to Implement This Practice:
- Set a goal for the number of matching gifts you want to secure.
- Create a sense of urgency with limited-time challenges, match multipliers, or one-off matching gifts.
- Share testimonials from past donors who successfully doubled their donations.
- Celebrate Matching Gift Month in February, using it as an opportunity to promote matching gifts and drive participation.
A well-planned matching gift drive not only increases revenue but also builds long-term awareness, making it easier to capture matching gifts throughout the year.
The start of the year is one of the best times to maximize corporate matching gifts and drive additional funding for your nonprofit. By leveraging donor momentum, following up on year-end donations, communicating about program resets, and hosting a dedicated matching gift drive, your organization can make the most of this prime giving season.
With strategic outreach and the right tools in place, you can turn this opportunity into real impact—doubling donations and helping your cause thrive in the year ahead. Good luck!
