Matching gifts and challenge gifts: how to do it honestly
What is a matching gift or challenge gift for Giving Tuesday? How to find a match, agree the terms and communicate honestly about the amount.
TL;DR With a matching gift, a company or major donor doubles other people's gifts up to an agreed amount. That motivates people to give quickly, especially on Giving Tuesday. Staying honest means stating the amount, the cap and the end date clearly, and never promising more than there is. With WeGlow.world you mention the match on your donation page and in your emails.
The official Giving Tuesday toolkit suggests asking supporters to offer a match or challenge, because it adds excitement and speed. But a match makes a promise to your donors. Handle it carelessly and you lose trust.
This article explains what a match is, how to find one, what to agree in advance and how to communicate about it honestly.
What is a matching gift or challenge gift?
A matching gift is an agreement in which a partner tops up other people's gifts, usually one euro for every euro donated, up to a fixed maximum. A challenge gift is the variant where a large gift is only released once you reach a goal. Both encourage people to give now.
The official Giving Tuesday toolkit says a match or challenge can build extra excitement. The idea is simple: my gift counts double, so I give today.
Which kinds of match are there?
You can get a match from a company, from a major donor or foundation, or from an employer that tops up an employee's gift. Each form needs a different agreement and different communication. Choose the form that fits your network.
| Kind | How it works | Watch out |
|---|---|---|
| Match by a company | The company doubles gifts up to a maximum | Record the maximum and the end date |
| Challenge gift from a donor | A donor gives if you reach a goal | Say what happens if you miss the goal |
| Match by an employer | An employer tops up an employee's gift | Rules differ per employer |
How do you find a match for Giving Tuesday?
Ask in your own circle: board members, loyal donors, local companies and suppliers. Say exactly which amount and which day you mean. You rarely find a match among strangers, but often among people who know your work and like to give an extra push.
- Decide how much you can use, for example 2,500 or 5,000 euros.
- Make a list of five people or companies who know your work.
- Ask one person per conversation, with an amount, a date and a reason.
- Also ask donors whether their employer tops up gifts, as the toolkit suggests.
- Confirm every yes in writing before you announce anything.
How to approach companies is covered in the article on partners and companies.
What do you agree in advance with the partner?
Put in writing how much the partner contributes at most, which gifts it applies to, until when and what happens if the maximum is not reached. That way everyone knows what was promised and you can explain it later without argument.
- The partner's maximum amount
- The ratio, for example one euro for one euro
- The start and end date, for example only on 1 December 2026
- Which gifts count: all gifts or only new donors
- What happens to the remaining amount if less is given
- How the partner wants to be named, or prefers not to be
How do you communicate a match honestly?
Always state the amount, the maximum, the end date and who the partner is, in every text that mentions the match. Never say "every gift is doubled" if there is a cap. Honest communication takes two extra sentences and prevents complaints afterwards.
| Honest | Misleading |
|---|---|
| "Up to 2,500 euros, every gift is doubled by Company X." | "Every gift is doubled." |
| "Only gifts on 1 December 2026 count." | "Give today or soon." |
| "If the campaign does not reach 1,000 euros, the partner decides whether it still contributes." | Staying silent about what happens if the goal is missed |
| Honestly updating the remaining amount during the day | Going on saying there is match left when it has run out |
How does a match work in a calculation example?
Suppose a company doubles up to 5,000 euros. If donors give 3,000 euros, the company adds 3,000 euros and your campaign reaches 6,000 euros. If they give 8,000 euros, the company's contribution stays at 5,000 euros. This is a hypothetical scenario, not a real organisation.
- The partner doubles up to 5,000 euros.
- Donors give 3,000 euros together: the partner adds 3,000 euros.
- Total for your organisation: 6,000 euros.
- If donors give 8,000 euros, only the first 5,000 euros count for the match and the total is 13,000 euros.
So also say in your communication what happens once the maximum is reached. Never skip that, because that is exactly when donors feel misled.
How do you show a match with WeGlow.world?
WeGlow.world has no matching feature. You can mention the partner's amount on your donation page, in the title, the subtitle and your thank-you text, and in your emails. The partner pays its share to your organisation separately. That keeps it honest and visible to your donors.
With WeGlow.world you build a donation page in your own branding, with a Giving Tuesday preset, countdown and progress bar with a goal amount. You can mention the match in the text. Schedule your emails with WeGlow Mail and let {{first_name}} fill in the first name. See also how to set up the donation page.
Frequently asked questions
Do I need a match to take part in Giving Tuesday?
No, a match is an extra, not a requirement. Many organisations get good results with a story and a clear request. With WeGlow.world you can set up a page without a match too.
Does WeGlow.world have a matching feature?
No. You can mention the partner's amount on your donation page and in your communication. The partner pays its share to your organisation separately, outside WeGlow.world.
May I say that every gift is doubled?
Only if that is really true, so without a cap. With a cap you say up to which amount. On your WeGlow.world page you can state that in the title and text.
What if the match has run out before the end of the day?
Say so at once, on your page and on your channels, and adjust the text. Donors do not mind that, but they do mind if you hide it. You adjust the text of your WeGlow.world page yourself.
What if the goal of a challenge gift is not reached?
Agree that in advance with the partner and tell your donors beforehand. That way nobody is surprised. You can put the agreement in the text of your WeGlow.world page.
Set up your donation page with a match
Create a free account on WeGlow.world and put your Giving Tuesday donation page live, with the match in the text. No setup fees and no contract. Start via the sign-up page or request a conversation if you want help with the wording.
Sources and check: official GivingTuesday toolkit for nonprofits, checked on 7 October 2026. General information, not legal or tax advice.