Do you have benchmark Double the Donation data we can compare our organization to?

This article provides benchmark data for key metrics in the Double the Donation platform, helping you gauge the success of your matching gift program.

Email Data Benchmarks

Email Open Rate:

• Definition: Emails Opened / Emails Delivered

• Typical Range: 30% - 60%

• Note: Email tracking data isn’t always passed back to Double the Donation, so actual rates are often higher than statistics indicate.

Email Click Rate:

• Definition: Emails Clicked / Emails Opened

• Typical Range: 10% - 20%

• Note: Email tracking data isn’t always passed back to Double the Donation, so actual rates may be higher than statistics show. According to Constant Contact, the average email click rate in the nonprofit industry is 2.39%, but Double the Donation’s matching gift emails consistently perform above this average.

Match Identification and Status Data

General Insights:

• 15 to 19 million individuals work at companies with employee matching gift programs.

• 5-15% of your donors are likely employed at companies with matching gift programs.

• 95% of donors' companies will match donations to higher education institutions, and about two-thirds of companies match donations to a broad range of nonprofits.

Match Identification Rate:

• Definition: Donors who have found their company and are in the (Waiting for Donor, Match Initiated, Pending Payment, or Match Complete) status / Total Records

• Typical Range: 4% - 12%

Match Initiated Rate:

• Definition: Donors who are in the (Match Initiated, Pending Payment, or Match Complete) status / (Waiting for Donor, Match Initiated, Pending Payment, or Match Complete) status

• Typical Range: 15% - 40%

• Note: The actual figure may be much higher, especially for organizations that don’t manually update statuses as matching gifts are received. Many donations remain in the "Waiting for Donor" status even when the donor has already submitted a matching gift request.

Closed Rate:

• Definition: Donors who are in a Closed Status / Total Records

• Typical Range: 10% - 30%

• Note: These are donors who either click on a link in an email to indicate that their gift won’t be matched or are automatically marked as ineligible based on exclusions.

Employer Identification in Progress Rate:

• Definition: Donors in the Employer Identification in Progress status / Total Records

• Typical Range: 30% - 80%

• Note: These are donors who likely haven’t engaged with the matching gift tools, or tracking on their devices is disabled.

What These Metrics Mean for Your Organization

It’s normal for your organization to fall within the typical range for some metrics and outside of it for others. Various factors, such as your donor base, the number of follow-up emails you send, and your overall implementation, can influence these results.