Match funding can double fundraising results, report finds

Match-funding schemes can increase the response rate to charitable appeals by up to 110%, and increase campaign revenue by 50%, a new report has claimed.

It finds match-funding schemes to be more effective at encouraging current donors to give more than emergency appeals and Christmas call-outs.

The research is published in a new report into the effectiveness of match funding in the UK, co-commissioned by the Charities Trust, Royal Bank of Scotland (RBS) and online matching facilitator the Big Give.

The report, which presents the findings of a donor survey, analysis of fundraising on the Big Give and a series of interviews, offers advice for charities seeking to maximise the returns from their appeals.

Greater incentive

Researchers found that match funding can be a “brilliant booster” for fundraising. The overwhelming majority of survey respondents – 84% – said they were more likely to donate if their contributions were match-funded.

Donors also give more when their donation is being matched. The average matched gift through the Big Give was £333, compared with an average gift of £132 for unmatched donations.

In addition, match funding was found to both engage new supporters and re-engage lapsed donors. Match-funding campaigns were credited with providing reassurance to donors that their chosen charity was trustworthy and would use their money for frontline services.

Best practice

The report warns that match funding is not a ‘one-size fits all’ approach to solving fundraising difficulties. It says that schemes must be tailored to each appeal and that over-use or over-reliance on match funding can be detrimental.

It advises that fundraisers:

• Get the ‘ask’ right, by knowing who their targeting and what their asking for;
• Make the process of donating as easy as possible;
• Make donating a ‘genuine partnership’ with all parties;
• Be innovative.

The Government’s work on a variety of match-funding initiatives, from supporting grant-making foundations to matching public appeals, is celebrated as particularly innovative.

The DCMS committed in its Culture White Paper to exploring “untapped” opportunities to generate revenue. It will soon launch a scheme match-funding money raised through crowdfunding in partnership with Arts Council England and the Heritage Lottery Fund.