As we reach the midpoint of 2025, now is the perfect time for nonprofits to pause, assess, and reignite their fundraising efforts—especially when it comes to matching gifts. Despite the billions of dollars in corporate matching gift funds available annually, most nonprofits leave this opportunity largely untapped.
The good news? A well-timed reminder can make all the difference.
Mid-year is a strategic moment to re-engage donors who gave earlier in the year, prompt new gifts with match potential, and ensure no eligible donations slip through the cracks. In this post, we’ll explore why mid-2025 is a critical checkpoint for your matching gift strategy, how to issue reminders effectively, and what tools can help maximize your impact through year-end.
Specifically, we’ll cover:
- What are matching gifts? The basics
- Why do mid-year matching gift reminders matter?
- Best practices for successful matching gift reminders
Whether you’re just getting started with matching gifts or are looking to fine-tune your current approach, now’s the time to take action. By incorporating smart, timely reminders into your mid-year outreach, you can unlock a powerful wave of untapped revenue. Let’s dive in.
What are matching gifts? The basics
Corporate matching gifts are a form of corporate philanthropy in which companies financially match donations made by their employees to eligible nonprofit organizations. That means when a donor gives $50 to your cause, their employer might match it with another $50, turning one gift into two at no extra cost to the donor.
How it works is simple:
- A donor makes a contribution to your nonprofit.
- They check to see if their employer offers a matching gift program.
- If eligible, the donor submits a request to their company.
- The employer verifies the donation and sends a matching gift, often dollar-for-dollar, but sometimes at a higher ratio.
These programs are incredibly common: Double the Donation reports that more than 26 million individuals in the U.S. alone work for companies that offer matching gifts. However, many donors are unaware of this benefit, and nonprofits often fail to promote it effectively, resulting in billions of dollars in unclaimed matching funds every year.
Understanding the basics of matching gifts is the first step in amplifying the impact of a single donation. In the next section, we’ll explore why now, midway through 2025, is the ideal time to remind donors and maximize those matches.
Why do mid-year matching gift reminders matter?
Mid-year is more than just a calendar milestone—it’s a strategic opportunity to reignite momentum in your fundraising efforts.
When it comes to matching gifts, timing is everything, and sending reminders halfway through the year (in addition to your year-end and start-of-year outreach) can significantly increase the number of matches ultimately submitted and processed.
Here’s why mid-year reminders are especially powerful:
- Donors May Have Forgotten
Many donors who gave earlier in the year may have been eligible for a match but didn’t complete the employer submission process. A gentle nudge now—before the end-of-year rush—can bring those matches back into play while the gift is still fresh in their minds. - Corporate Deadlines Vary
Some companies require match requests to be submitted within a few months of the original donation, while others have a year-end deadline. By sending a reminder now, you help donors avoid missing out due to employer-imposed time limits. - You’re Capturing Summer Giving
While fundraising can slow down during the summer, it’s still a prime time to promote matching gifts. Reminders can motivate donors to give (or match) even when giving might not be top of mind. - It Sets the Stage for Year-End Success
Mid-year outreach helps build awareness and habit. Donors who understand the value of matching gifts now are more likely to take action automatically when they give again during the busy year-end giving season.
In short, mid-year matching gift reminders keep your revenue flowing, ensure fewer match opportunities are lost, and give your fundraising team a valuable edge heading into the final half of the year. Up next: how to craft reminders that actually work.
Best practices for successful matching gift reminders
Sending a reminder is one thing—sending an effective one is another. To truly maximize matching gift revenue, your mid-year outreach needs to be timely, targeted, and donor-friendly.
Here are the key practices to make your matching gift reminders count:
1) Tailor your outreach with employment information.
Generic messages often get ignored, but personalized outreach based on a donor’s employer can dramatically increase engagement and matching gift submissions. If you know where your donors work, you can tailor your reminders to include specific information about their company’s matching gift program.
For example, instead of saying, “Your gift might be eligible for a match,” you can say:
“Did you know that Microsoft matches donations dollar for dollar? Don’t forget to submit your request!”
This level of specificity helps donors see the immediate relevance and value of taking action—and makes them more likely to do so.
The bottom line is this: the more personalized your message, the more effective your reminder will be. This is especially true at the mid-year point when engagement can naturally dip.
2) Inform donors about match request deadlines.
Unfortunately, matching gift opportunities don’t last forever. Many companies place strict time limits on when employees can submit a match request, sometimes as short as 90 days after the original donation. As a result, mid-year is a critical opportunity to remind donors about these deadlines before it’s too late.
A simple message like, “Still eligible? Submit your match request before your company’s deadline expires!” can prompt donors who gave earlier in the year to act while they still can.
Even if you’re not sure of a donor’s exact employer, sharing a general reminder that “many corporate matching gift programs require requests to be submitted within a few months of donation” helps create urgency and encourages follow-through.
You can also include links to a matching gift database that lets donors look up their company’s specific guidelines so they’re empowered to act quickly.
3) Automate your efforts with a matching gift integration.
One of the biggest obstacles to successful matching gift reminders is capacity. Many nonprofit teams are small and already stretched thin, especially during mid-year planning and summer programs. That’s where automation becomes a game-changer.
By integrating matching gift software with your CRM or donation platform, you can:
- Automatically identify match-eligible donors
- Trigger follow-up emails after each donation
- Display matching gift prompts on confirmation pages and thank-you emails
- Track submission status without manual effort
This kind of integration ensures no opportunity falls through the cracks—and it keeps your reminders consistent, even if your team is focused elsewhere. The industry-leading platform Double the Donation offers user-friendly tools designed to work seamlessly with many donation systems, including ACD Direct!
Automating your matching gift reminders at the mid-year mark allows you to recapture missed revenue, build donor trust, and prepare for a strong year-end campaign—all without overwhelming your team.
Don’t let your organization miss out on the second half of 2025’s matching gift potential. A simple, timely reminder can be the nudge your donors need to submit a match request—and double the value of their contribution. By revisiting your strategy and re-engaging donors with clear, actionable messaging, you position your nonprofit to capture more matching gifts and finish the year strong.
The opportunity is still on the table—make sure you claim your share. Start sending those reminders today and watch your fundraising revenue grow.
