We’ve teamed up with the Big Give and The Childhood Trust to take part in next week’s The Summer Give (15-19May). We are raising money for KLS’ Summer Programme for refugee children’s education in Wandsworth. The success of The Summer Give is predicated on match funding which enables donors to double their donation.
Match funding is a powerful tool which brings people together to do something amazing, as it enables individuals’ donations to charities to be doubled. The premise of ‘incentivised giving’ is simple: people can be motivated to donate or increase the value of their donation to charitable causes if they are offered an “incentive” to do so.
This time last year, the Big Give launched a piece of research around the impact that match funding can have, entitled: ‘A Great Match: How match-funding incentivises charitable giving in the UK and unites funders and donors in tackling social issues’. The report, which was co-commissioned by Charities Trust and RBS and undertaken by The Researchery, is the first in-depth exploration of match-funding in the UK. It makes for really interesting reading. As Dr Beth Breeze, Director, Centre for Philanthropy, University of Kent, says in the report, “I think it [match funding] chimes very much with the feeling people have at the moment of wanting their charitable donations to go as far as possible and to do as much good as possible. And of course once you start getting into five-, six-, seven-figure donations that’s even more the case.”
Evidence for the report is drawn from a literature review, analysis of one of the UK’s largest online matching facilitators for charitable appeals (the Big Give), a survey of donors, and interviews with practitioners and experts in the fields of matching charitable appeals, matching employee engagement and cause marketing (as a special case of matching).
With regards to the matching of charitable appeals, the research found:
- More people give when their donations are match-funded. 84% of respondents felt that they were more likely to give if matching was offered.
- Some donors give more when their donations are match-funded. The average matched gift made through the Big Give is £333 while the average unmatched gift is £132 and one in three donors said that they gave a larger gift because matching was applied to their donation.
- Match-funding is currently the most likely factor to make donors give more. Match-funding was rated the most likely factor to encourage donors to give more, scoring more highly than emergency appeals, and Christmas or other religious or cultural festivals.
- Matching can give an extra boost to charities fundraising. Matching can help charities both to engage new supporters and to re-engage less engaged/lapsed supporters.
- Match-funding success depends largely on contextual factors. ‘The ask’ need to be optimised for match-funding to work most effectively,
- Middle-aged, male, high earners respond to match-funding most strongly.
“Match-funding can provide a well-needed boost to charities who, in the current climate, are struggling to bring money in. It’s like giving them a new superpower, a new weapon, a new challenge to get their teeth into. It can reinvigorate their fundraising.” Bridget McGing, Deputy Director, Pears Foundation
The research highlights examples of innovation through Case Studies, as well as giving recommendations for best practice for all those involved in match funding campaigns. So if you work or volunteer for a charity, do try a match funding campaign to increase your fundraising efforts. You can read the report here and/or speak to us at KLS to find out how we’ve fared with match funding.