The best planned giving marketing doesn’t shout—it invites.
Matching gifts are one of the most powerful tools in a fundraiser’s arsenal. When donors know their contributions will be matched dollar-for-dollar (or more), their perceived impact instantly doubles—sometimes even triples. This not only increases the likelihood of an initial gift but often encourages donors to give at higher levels than they originally intended.
That’s exactly why Smith College and the Marine Corps Heritage Foundation turned to us for help in crafting effective Matching Gifts landing pages. Their goal? To motivate existing donors to stretch their giving while simultaneously attracting new ones who might not have otherwise considered a contribution.
For Smith College, the approach was centered on alumni engagement. Their matching gifts campaign was designed to highlight the collective power of giving, making it clear that every contribution—no matter the size—could have an exponential impact on the future of the institution. The messaging was tailored to appeal to graduates who already felt a deep connection to their alma mater but needed that extra incentive to give now rather than later.
For the Marine Corps Heritage Foundation, the strategy focused on honoring service and legacy. The foundation’s supporters are deeply patriotic, and the matching gifts program reinforced the idea that each donation wasn’t just a financial contribution—it was a way to double their tribute to those who served. By featuring donor stories and legacy commitments, the landing page made participation in the program feel both meaningful and urgent.
The Bigger Picture
The best planned giving marketing isn’t about making a hard sell—it’s about donor immersion and storyselling. It’s about crafting a narrative that immerses donors in a vision where they can see, feel, and experience the impact of their generosity.
That’s why we designed these pages to be both elegant and compelling, blending seamlessly into each donor’s journey without feeling transactional. Soon, these campaigns will feature donor stories and donor albums, further reinforcing engagement and legacy-building.
It’s a sophisticated yet laid-back approach that turns a simple matching gift initiative into a long-term, sustainable giving strategy.
