One very interesting trend in the competitive North American charitable sector over the past few years has been the rise of matching gifts- and it is one that is just getting started in Norway.
My move to Norway seems to have come at a serendipitous time.
After working with the Canadian Cancer Society and volunteering with a variety of charities in Toronto I have come to specialize in the fields of direct marketing and donor engagement. One very interesting trend in the competitive North American charitable sector over the past few years has been the rise of matching gifts- and it is one that is just getting started in Norway. I have worked with a team at the Canadian Cancer Society that used innovation, creativity and a proactive attitude to implement more than 5 matching gift campaigns to far exceed previous years. Now I want to help bring that success to Norway.
As we have seen with the incredible results of Strømmestiftelsen’s recent matching gift campaign these matches can be leveraged for incredibly lucrative results – both for the charity and for the major gift donor. One matching gift campaign at the Canadian Cancer Society managed to raise net revenue by over 250%. Aside from the numerical results, these gifts give fundraisers a unique opportunity to bring together their regular donors with major gift donors, possibly even corporate donors. This is a unique opportunity to bring together the donor trifecta. Matching gift campaigns are one of the best opportunities to raise the charitable profile of corporations or a major gift donor- a nice selling feature to help solicit a match. While Nikolai Tangen may have surprised everyone with his generous gift to Strømmestiftelsen, it is important that charities in Norway become proactive in soliciting these gifts as well as being reactive.
What are some key factors to maximizing a matching gift?
• Keep it simple – spell out the amazing effects a donor’s gift will have if they give to this campaign in simple and concise language.
• Set deadlines – create a sense of urgency to compel donors that now is the time to give.
• Ask monthly donors – these are some of your most loyal donors and they want to ensure your success. Let them know this is a unique opportunity for their gifts to go even further.
• Be creative – you don’t always need one single person to give the match.
• Don’t let the match be the end- you can use this opportunity to acquire new monthly donors or even upgrade existing monthly gifts.
From the Norwegians I have had the pleasure of meeting I do see a similarity with Canadians – we all like a good deal. This enticement that a donor’s gift will go even further, I believe, will resonate strongly in Norway. Maximize your direct response channels to build from your relationships with major gift and corporate stakeholders and your matching gift campaign will flourish. This is an exciting opportunity to raise response rates and revenue at an exponential rate for the greater good.
While the landscape of fundraising may be different from Canada, Norwegian fundraisers can be at the forefront of matching gift campaigns in Norway by staying innovative and ahead of the curve.
Life has brought me to Kristiansand to work as a consultant with ProFundo. I am so thankful to share my knowledge and experience of matching gifts. It’s been wonderful getting to introduce myself to all of you. If there are any innovative and creative fundraisers interested in learning more about matching gift or direct response campaigns, please feel free to reach out to me.
I look forward to seeing the same great results from matching gifts in Norway that we see in Canada – if not even better.
Until next time,