GivingTuesday matching gifts and challenges explained

What are matching gifts and challenge gifts? How to find a match for GivingTuesday on 1 December 2026, set it up and communicate it honestly.

With a matching gift, a donor, company or foundation promises to add to other people's gifts, for example euro for euro up to a fixed amount. A challenge gift is related: someone makes a sum available if your audience reaches a certain goal. Both give supporters an extra reason to give now, and both fit GivingTuesday on 1 December 2026.

What is a matching gift?

A match uses one person's or group's pledge to get others to join in: each gift is topped up or doubled. According to the GivingTuesday guide, matches work best when capped by time or amount, because that creates urgency. An invented example: a local business owner tops up every gift made on 1 December up to 2,500 euros. Each euro then counts double until the cap is reached.

What is a challenge gift?

With a challenge gift a giver makes a sum available on condition that you reach something: a number of new donors, say, or a total within an hour or a day. So the challenge is not "I will double everything" but "I will give if you reach this together". It works well when you want to attract new donors rather than just more money from the same people.

Why does it work?

The GivingTuesday guide cites a survey by Double the Donation, a company that sells matching software: according to that survey, 84% of donors are more likely to give if a match is offered, and one in three gives a larger gift.

Read that as a pointer from a party with an interest, not as a guarantee. The mechanism makes sense, though: a match gives people a clear reason to do today what they might otherwise postpone, and makes their gift feel as if it does more.

Where do you find a match?

Major donors: people who already supported you around this time last year.
Board members: ask them to form a match pot together.
Foundations: some have room for a small match.
Vendors and sponsors: companies you already know.
Businesses active in the community: local firms that like being visible.

These are sources the GivingTuesday guide lists. Start early: we suggest asking at least four to six weeks ahead so the giver has time.

How do you set up a match step by step?

You set up a match in six steps: choose a cap and a period, put the agreement in writing, communicate honestly, ask the giver to help communicate, show the running total, and thank publicly and personally.

Choose a cap and a period. For example "up to 2,500 euros, on 1 December".
Put the agreement in writing. What exactly, when, and what happens if the cap is not reached.
Be honest in your communication. State the cap and the conditions. Promising more than was agreed costs you trust.
Ask the giver to help communicate. Their name (with permission) adds credibility.
Show the running total. "600 euros left until the cap" gives an extra reason to give.
Thank publicly and personally. That builds a lasting relationship with whoever made your match possible.

A sample text to ask for a match

Dear [name], on 1 December our association is taking part in GivingTuesday. We want to cook 100 meals. Would you be willing to top up all gifts that day up to 2,500 euros? We would gladly mention you in our emails and posts, if you wish, and thank you personally. May I call you next week?

It is a template to adapt, not to copy blindly.

Where does WeGlow fit?

The match itself is an agreement between you and your giver. It is not something a platform arranges for you. What WeGlow.world does offer is the place to communicate and to give: a campaign page with a donation form where you set the amounts and labels yourself, for one-off and monthly gifts.

Supporters can start their own fundraiser page for your campaign. With WeGlow Mail you send the call and the running total, and schedule them for a chosen hour. Mail is free up to 250 contacts, and with the Pro platform plan (€40 per month or €400 per year, excl. VAT) mailing is included up to 2,500 contacts. Check current prices in your dashboard.

Ask your accountant how the match giver's gift is treated for tax and administration before you announce the action.

Frequently asked questions

Does a match really have to be euro for euro?

No. The GivingTuesday guide cites research in which a 100% ratio (euro for euro), and even 30 to 50%, was more effective per euro than higher ratios. A smaller ratio or cap is fine too. Mostly, make it clear.

What if we do not reach the cap?

Agree this with the giver in advance, and tell your audience honestly.

Is a match only for large organisations?

No. A board member or local business owner can already provide a small match. It is about clarity, not size.

Sources

How to Organize a Match for GivingTuesday: set-up, match fund sources, capping, Double the Donation survey figures, research on match ratios.
GivingTuesday, About: date 1 December 2026.

All sources checked on 2 October 2026.