This article summarizes the findings of the scientific study, "It is a match! How donors and nonprofit organizations come together on a matching donation platform," published in the Journal of Philanthropy and Marketing (2024). Authors Philip Sander and Julia Zabel explore the potential of a hypothetical matching donation platform designed to solve the problem of choice overload in the charitable sector.
The researchers conclude that a matching donation platform—which uses a short preference questionnaire and an algorithm to suggest three to five specific projects—can significantly reduce the transaction costs and cognitive effort donors face when searching through thousands of potential causes. By applying and extending the Technology Acceptance Model (TAM), the authors identify the critical drivers that would lead both donors and nonprofit organizations (NPOs) to adopt such a system.
For donors, the study concludes that trust is a mandatory prerequisite for adoption. Donors must believe the platform will handle their money safely and that the matching process is transparent. Additionally, the research highlights that the platform is most likely to succeed with younger donor target groups, who are already comfortable with matching-based interfaces and online transactions.
For NPOs, the most influential factor beyond basic usefulness is the perceived quality of donation processing. Organizations prioritize platforms that offer flexibility between direct and indirect donation handling, especially regarding whether they can access donor data to build long-term relationships. The authors found that NPOs already actively engaged in fundraising were significantly more likely to see the platform as a valuable tool to differentiate themselves in a competitive market.
Ultimately, Sander and Zabel suggest that matching platforms represent a viable solution to "information overload," provided they prioritize transparency and target the right demographics.