A matching gifts program aligns corporate citizenship and philanthropy with employee-directed giving, resulting in a greater, more cohesive corporate disaster response. Matching gifts programs allow companies to:

• Mobilize employees. Matching programs boost morale and empower employees to get directly involved in their company’s disaster response efforts. To focus employees’ giving during a time of crisis, companies should clearly identify which of their nonprofit partners are positioned to respond to the crisis. This assures employees that their donation is going to a reputable and responsible organization.
• Deepen impact. A matching program, particularly one associated with payroll deduction, is likely to increase donations by providing employees with an incentive to give generously.
• Be strategic. Traditional matching gifts programs are not always considered part of the company’s strategic philanthropy. In a disaster situation, however, companies maximize the donations’ potential for greater impact.

Things to Consider Before a Disaster

An effective disaster matching gift program requires forethought. Consider the following elements of the program before a disaster happens:

• What size disaster will trigger a matching gifts program?
• Will a disaster in any of your corporate locations trigger a matching gifts program? If not, what are the criteria for activation? What determines a response in one affected corporate location over another?
• What amount will be matched, and in what ratio (e.g., 1:1)?
• What is the program’s giving ceiling for individual employee matches? What is the ceiling for the overall corporate match?
• Who is eligible to give donations (e.g., employees, customers, retirees, non-employee members of the corporate board of directors)?
• What nonprofit organizations will be eligible to receive gifts, and will non-U.S.-based organizations be considered?
• How long will the matching program last?
• How will matching funds be used (e.g., for immediate needs, long-term rebuilding, or for general disaster relief funding)?
• How will the company process and track gifts (e.g., an intranet site for online giving)? If you partner with a U.S.-based nonprofit, does that organization have a link for online giving and tracking?
• How will the company communicate the program internally and externally?

A Matching Gifts Program Checklist

Once a disaster strikes, follow this checklist to help ensure a responsive and effective matching gifts program:

• Establish the parameters of the giving program, based on the policy guidelines set in advance and on the nature and location of the emergency. The program should reflect the type, severity and geographic reach of the situations.
• Select charities that meet specific criteria and perform due diligence on these organizations.
• Activate administration systems to accept, process, match and track employee donations.
• Communicate about the matching program to employees, partner organizations such as Business Roundtable, and the public.