How to Use Matching Gift Programs to Supercharge Your Planned Giving Strategy
Matching gift programs, when applied to planned giving, use a lead donor's pledge to match new bequests or life income gifts, creating urgency and multiplying impact. This framework helps nonprofits design, launch, and manage a planned giving matching campaign that attracts legacy donors and maximizes fundraising results.
What Is a Planned Giving Matching Gift Program?
A matching gift program in planned giving works like a classic matching challenge—think public radio pledge drives—but applied to legacy gifts. A lead donor (or group of donors) pledges to make an immediate cash gift each time the charity secures a qualifying planned gift commitment. For example, a donor might offer $5,000 for every $50,000 bequest notification, up to a cap of $10,000 per donor. The result: donors feel their contributions go further, and the nonprofit builds a pipeline of future gifts.
Why This Framework Works
Planned gifts (bequests, charitable gift annuities, charitable remainder trusts) typically lack urgency because they pay out far in the future. Matching programs inject immediacy and excitement. They also leverage social proof: when donors see others stepping up, they’re motivated to join. The framework below gives you a repeatable process to harness this power without reinventing the wheel.
The Framework Steps
Step 1: Secure a Matching Donor
Identify a lead donor willing to fund the match. This could be a board member, a major donor, or a foundation. Prepare a proposal that outlines:
- The match ratio (e.g., 10% of bequest face value)
- A maximum match per donor (e.g., $10,000)
- Total cap on matching funds
- Optionally, a marketing budget to promote the challenge
Tip: Ask if matching dollars can double as a marketing budget—some donors will cover both.
Step 2: Set Clear Qualifying Criteria
Define what constitutes a qualifying planned gift. Common options:
- Notification of a bequest intention (e.g., a signed estate planning document naming the charity)
- Establishment of a life income gift (charitable gift annuity, charitable remainder trust)
- An increase in an existing planned gift
Specify the minimum gift amount to trigger a match. For example, a $10,000 minimum bequest qualifies for a $1,000 match. This prevents small gifts from exhausting the fund.
Step 3: Brand and Market the Challenge
Create a dedicated name and visual identity for the challenge. Develop a landing page on your website that explains the match, shows progress, and includes a call-to-action for donors to notify you of their planned gift. Build a multi-channel marketing plan:
- Email series to existing supporters
- Social media posts
- Direct mail to older donor segments
- Testimonials from early participants
Coordinate with your communications calendar so all staff with donor contact can discuss the challenge confidently.
Step 4: Train Your Team
Everyone who talks to donors—development officers, executive director, board members—should understand the program details. Prepare a one-page FAQ covering:
- How the match works
- What qualifies
- How donors notify the charity
- Deadlines
Role-play conversations so staff can handle questions naturally.
Step 5: Track and Celebrate Progress
Use a simple dashboard to track:
- Number of qualifying planned gifts
- Total bequest value committed
- Matching funds awarded
- Remaining match pool
Publicly celebrate milestones in your newsletter and on social media. Thank the matching donor publicly (with permission) to inspire others.
Step 6: Follow Up for Stewardship
After the challenge ends, continue to steward new planned gift donors. Send handwritten thank-you notes, invite them to legacy society events, and keep them informed about your organization’s impact. The match created the commitment; ongoing engagement ensures it sticks.
How to Apply It
Start small: run a one-year pilot with a $50,000 match pool from a single donor. Promote it to your most engaged supporters first. Use the data to refine your approach before scaling. If you don’t have a lead donor, consider launching a pooled match where multiple smaller donors contribute to a single fund.
Examples/Case Studies
Hypothetical Example: River Conservation Nonprofit
A land trust secured a $100,000 matching pledge from a board member. The match: 10% of any bequest intention (up to $10,000 per donor) confirmed within 12 months. They branded it the “Forever River Legacy Match.” Through targeted emails and a landing page, they attracted 15 new bequest notifications totalling $1.5 million in future gifts, and awarded $150,000 in matching funds. The board member was delighted, and the organization added 15 new legacy society members.
Mini Case: University Planned Giving Match
A university’s planned giving team launched a one-year matching challenge using a $50,000 fund from an alumnus. They required a minimum $25,000 bequest intention. The campaign generated 8 new bequests (total $350,000), with the match covering $35,000. Key tactic: they used phone calls from student ambassadors to invite older alumni to participate.
Common Mistakes to Avoid
- Too Many Rules – Keep qualifying criteria simple. Donors will disengage if they need a lawyer to interpret the terms.
- No Deadline – Without urgency, donors procrastinate. Set a clear end date for the match.
- Weak Marketing – A matching challenge lives on promotion. Don’t assume donors will just find out. Use a Nonprofit Fundraising Tools and Partnerships: A Complete Guide to amplify your reach.
- Ignoring Stewardship – The match gets the commitment; poor follow-up kills retention. Treat new planned gift donors as VIPs.
- Underfunding the Pool – If the match pool is too small, it runs out quickly and disappoints latecomers. Calculate realistic demand before launch.
Templates/Tools
Matching Gift Program Proposal Template
Use this to approach a lead donor:
Proposal Title: [Your Organization] Legacy Match Initiative
Ask: We seek a $[ ] matching fund to incentivize planned gifts.
How it works: For every qualifying bequest intention or life income gift, you will provide a cash match of [ ]% of the gift’s face value, up to $[ ] per donor.
Impact: This match is expected to secure $[ ] in future planned gifts and create [ ] new legacy members.
Marketing support: [Optional: We request an additional $[ ] to promote the challenge.]
Timeline: [Start date] to [End date]
Donor Communication Email (Sample)
Subject: Double your impact—without spending a dime today
Dear [Donor],
We have exciting news! A generous supporter will match every new planned gift commitment—dollar for dollar—up to $100 per $1,000 you leave in your will. That means your gift can have twice the impact today, while still providing for your family.
If you’ve already included us in your estate plan, let us know! We’ll celebrate your legacy and unlock the match.
[Link to learn more about the Legacy Match]
Progress Dashboard Template
| Date | New Planned Gifts | Total Bequest Value | Match Used | Match Remaining |
|---|---|---|---|---|
| 1/1 | 2 | $100,000 | $10,000 | $40,000 |
| 2/1 | 5 | $300,000 | $30,000 | $20,000 |
For more strategies on integrating planned giving with your overall program, explore How Nonprofits Can Partner with Estate Planning Platforms. And if you’re looking to educate donors about legacy gifts, see Promoting Charitable Bequests to Your Donors: A Guide for Nonprofits.
Common Questions About Planned Giving Matching Programs
Can matching gifts work for other types of planned gifts besides bequests?
Yes. Life income gifts (charitable gift annuities, charitable remainder trusts) are also common in matching programs. The match can be based on the charitable deduction amount rather than the full gift value.
How do I verify a planned gift commitment?
Ask donors to complete a simple notification form (name, gift type, estimated value). For bequests, a signed letter of intent or a copy of the will’s relevant page suffices. No legal documentation is needed for the match—just a good-faith commitment.
What’s the ideal match ratio?
The most common is 10% of the bequest face value, often capped at $10,000 per donor. You can adjust based on your budget and donor base. A higher ratio (e.g., 20%) may attract more donors but depletes funds faster.
Conclusion
Matching gift programs are a proven tactic to boost planned giving by creating urgency and demonstrating impact. This six-step framework—secure a donor, set criteria, market, train, track, and steward—gives you a repeatable system. Start with a pilot, learn from it, and scale. The result: more legacy donors, more future revenue, and a stronger culture of philanthropy. For additional tools to streamline donor outreach, check out Free Estate Planning Tools for Nonprofit Fundraising and Understanding Donor-Advised Fund Grants for Nonprofits.
