Matching Donations—The Real Story
To further test whether making people feel more likely to activate matching funds makes them more likely to give to a nonprofit, researchers conducted a follow-up study where they interacted with people in person. They asked them to decide whether to donate and to report how important they thought their gifts would be in terms of activating the matching funds. They found that the more a person thought their gift was likely to activate the matching funds, the more likely they were to donate.
What’s the takeaway? Some pitches about matching funds work better than others. The ones that work best make potential donors feel that their gift is a key part of what it will take to unlock that extra money. The numbers may be small, but they are plenty big enough to be worth crafting a thoughtful strategy.
Katrina VanHuss and Otis Fulton have written a book, Dollar Dash, on the psychology of peer-to-peer fundraising. Click here to download the first chapter, courtesy of NonProfit PRO!
Katrina VanHuss has been instilling passion in volunteer fundraisers since 1989 when she founded Turnkey. Otis joined in the fun in 2013 as Turnkey’s resident human behavior expert. One thing led to another, and now as a married couple, they almost never stop talking about fundraising, volunteerism and human decision-making, much to the chagrin of most dinner companions.
Through their work at Turnkey, the pair works with the likes of the American Lung Association, Best Buddies, Leukemia & Lymphoma Society and the Cystic Fibrosis Foundation, using human behavioral tendencies and recognition to create attachment and high fundraising in volunteers.
Katrina and Otis present regularly at clients’ national conferences, as well as at BBCon, NonProfit Pro P2P and Peer to Peer Forum, and are the co-authors of the 2017 book, Dollar Dash. They live in Richmond, Va.