How to do a matching funds appeal [EXAMPLE]

Want to see a matching funds appeal done right?

I got this one in the mail the other day. It’s from the Democratic Congressional Campaign Committee — political fundraising which is often different from regular nonprofit (501(c)3) fundraising — but it gets the matching funds offer so right, I want you to see it.

So you can imitate it next time you have a match offer in direct mail, which you should do as soon as you can.

The outer envelope

DCCC OE

It starts out right by proclaiming the match. And the deadline. This is a must when you have a match offer — and it’s one of the rare situations where clearly revealing what’s inside is a good thing to do.

The letter

DCCC letter1

DCCC letter2

The letter is about two things: The cause (“dump Trump”) and the match. Note that the match is mentioned five times in the two-page letter, from the big copy at the top to the P.S.

The reply device

DCCC RD

The reply device is also strongly focused on the match, and it does one of the must-do things for a match offer: It does the math for the reader. It shows them what their gift will be when it gets matched. In this case, it’s a 10-for-one match, so the gift is multiplied 11 times. But even if the math is the super-easy double-the-donation match, do the math anyway! (The letter does the math for the reader too.)

That’s how you do an effective match appeal.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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