I was an early advocate of matching grants. However, most matching grant programs now are
unethical, deceptively telling prospective donors that their donation will have
much more impact than is the case.
Non-profits continually send out appeals such as: “Generous
donors will match our [Giving Tuesday] donations [5-to-1], up to a total of [$500,000]! So, each $1 you give now will go [five] times
as far!”
However, in most cases, that $500,000 has been fully
committed. The non-profit will get that
$500,000 even if no one responds to the solicitation. If you donate $1, the non-profit gets only $1
more, not $5 more.
Not only have non-profits falsely re-characterized donations
as a “matching grant” so they can mislead donors into donating more money, some
non-profits have brazenly solicited funds to be pooled into a false matching
grant fund.
In an open-ended true matching grant program, if there is
1-to-1 match, the non-profit gets $2 for every $1 you donate. If there is a 5-to-1 match, the non-profit
gets $5 for each $1 you donate. The
higher the multiple, the better for the non-profit.
If a true matching grant program is going to be fully-subscribed,
it is better for the non-profit if the match is a lower multiple. That is, if the full $500,000 is going to be
used:
· With a 1-to-1 match, it will take $500,000 of
donations to secure the $500,000 match, so the non-profit will end up with
$1,000,000.
· With a 5-to-1 match, it will take only $100,000
of donations to secure the $500,000 match, so the non-profit will end up with
only $600,000.
The 5-to-1 true match is better only if there is no cap or
the cap is not reached.
With a false matching program, a higher multiple attracts
more donations but the deal for the non-profit is worse.
·
If donors contributed $500,000 for a fund to do “1-to-1”
matching that is fully subscribed, the charity leverages that $500,000 into $1,000,000.
·
If donors contributed $500,000 for a fund to do “2-to-1”
matching that is fully subscribed, the charity leverages that $500,000 into $750,000. That is, $250,000 were “matched” 2-to-1, resulting
in a $500,000 “match”.
·
If donors contributed $500,000 for a fund to do “10-to-1”
matching that is fully subscribed, the charity leverages that $500,000 into $550,000,
as $50,000 soaks up the full $500,000 “match”.
The incentive is to create as high a ratio as people are
likely to believe, which exposes that the messaging is intentionally
misleading. It would be honest to say that they've received a "challenge grant" hoping that people will complement that donation. Donors who think their
donation is being leveraged by a false match are being deceived.
If a for-profit organization used such misleading messaging,
these non-profit executives would think it is horrible, even if the for-profit
company is seeking a cure for cancer!
Why would non-profit executives resort to such unethical
approaches? Probably because their mindset
is that they are just trying to help people.
Therefore, anything is justified if it helps them raise more funds so
they can do more good. “Ends justify the
means” is a slippery slope.
You might want to question non-profits which offer such "matching gift" programs. You might even want to reduce your annual contribution or defer it to encourage them to be honest.