The Amount of the Match

Here’s a super tactical, deep-cut of a post for you.  Save or bookmark this for the next time you have a matching grant to use in email or the mail.

Specifically, this post is about how to communicate the amount of matching funds you have. 

Most pieces of fundraising always mention “there is a match” and the “amount of the match” in the same breath throughout the letter.  You don’t want to do that. 

The fact that you have a match, and the amount of the match, are two distinct pieces of information.  And one of them is far more important than the other.

Here are the rules of thumb that we try to live by…

Guiding Principles

• It’s the match itself that makes people respond, not the amount of the match.  Therefore, the amount of the match is not a piece of information we want to over-communicate or over-emphasize.  
• The amount of the matching funds only needs to be mentioned once in the email or letter.  Sharing the amount honors the provider of the match, and lets donors know that the funds are limited. 
• Include the amount of the match on the landing page and/or the reply card.   Do this so that donors who don’t have the letter or email will still see that the funds are limited.  But remember that other copy points like “the donor’s gift doubles” and “what the gift will do/fund” and “the deadline” are more important for creating a response than the amount itself.

Specific Guidelines

• Even though you should mention the match itself early and often, mention the amount of the match just once in the email or letter.
• Specifically, mention the amount of the match the second time the match is mentioned in the body of the email or letter.
  • For example, in the context of a letter I will highlight that there is a match on the outer envelope, in the upper right corner/johnson box, and in the first three or four paragraphs of the letter.  Then, the second time the match is mentioned in the letter, I include the amount of the match.  (This usually happens 1/2 or 3/4 the way down the first page of the letter.)
• If you want to mention the amount again on the second page, fine.  But do it at least three paragraphs before the end of the letter.  Don’t mention the amount in the PS.

Edge Cases

• If the amount of the match is so large that it’s almost a news item of its own, mention the amount of the match more often.  For instance, say you’re a small organization and you’re given $500,000 in matching funds.  By all means, mention it more than once.
  • But remember – for the donors reading your letter or email, it’s still usually more important that “their gift will be doubled” than “how big your match is.”
• When using email or social to promote a match, mention the amount more often when the matching funds are almost gone.  As in, “There are only $570 in matching funds left, give now to have your gift doubled!” 
• Sometimes the amount of the match is very important to the person / Foundation / Organization that has given it.  If you need to mention that amount more often for them, no problem. 

I hope these rules of thumb help you raise even more money the next time you have a matching grant!