This article was first published by Philanthropy Impact magazine.
Many fundraisers tell us that donors give more if a match is available, that is, somebody else will also give if, and only if, they give. Fundraisers’ confidence is based largely on anecdote and imprecise comparisons. Happily there is now a growing – if still small – body of solid evidence about whether matches really work, and whether they are really a fundraiser’s best friend.
Size doesn’t matter
An early experiment found that matching does increase giving – at least in the US. In 2005 Dean Karlan and John List, economists at Yale and Chicago respectively, ran an experiment in which over 50,000 donors to a USA civil liberties NGO were randomly assigned to receive one of several versions of fundraising letter. One group received a letter without mention of a match. The other groups’ letters all (truthfully) offered different matches: some donors were offered a straightforward match of $1 for each $1 given; other donors were offered a larger match ($2 for every $1 given); and, other donors were offered an even larger match ($3 for every £1 given).
The match offers worked. Karlan and List found that offering a match increased the probability that each recipient would give by 19%, and that the average gift increased by 22%. Pretty impressive gains, but then the surprises start. Continue reading




