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The world's first donor-advised fund (DAF) matching pilot
Rachel Gitner
Director of Advancement
Serendipity Center
Increasing Student Opportunities with Donor-Advised Fund Matching
Serendipity Center partnered with MatchNice to launch a first-of-its-kind donor-advised fund (DAF) matching campaign for DAF Day to engage supporters earlier in the school year and raise funds for new student electives in coding, art, and health. Traditionally reliant on year-end giving, Serendipity used the October pilot to spark early donations and secured a $1,000 DAF which was met, and inspired an unexpected $10,000 DAF contribution along with multiple smaller gifts for a total impact of over $12,000.
$1,000
DAF match secured
$12,000
Total Impact
600%
Above initial matching goal
“We were overjoyed. We need dollars early in the school year to bridge gaps— this campaign helped us start strong and proved that early giving can work for us.”
🤲 Challenge: Raising Awareness for DAF Giving
Serendipity Center wanted to engage donor-advised fund (DAF) holders who often viewed their accounts as investment tools rather than charitable ones. Many didn’t realize how or even that—they could give. The team used DAF matching to simplify giving, raise awareness, and inspire early support for new student electives.
“Some donors don’t think in ‘DAF’ language and aren’t familiar with online DAF giving—they might ask their advisor or see it as their Schwab or Fidelity account.”
📈 Impact: Earlier Gifts, Bigger Results, Stronger Momentum
The campaign unlocked a $1,000 DAF match, a $1,000 DAF gift, and a surprise $10,000 contribution from a donor who contacted her advisor after learning about the match. Two additional supporters gave smaller gifts, and October giving exceeded prior years, building early momentum ahead of GivingTuesday.
“We were overjoyed. We need dollars early in the school year to bridge gaps—this campaign helped us start strong and proved that early giving can work for us.”
💡 Advice to Others: Lead with Education and Relationships
Some donors need guidance to understand how to give from their donor-advised funds. Use plain language—say “your Schwab or Fidelity account” instead of “DAF”—and provide simple, clear steps for making a grant. Education paired with personal outreach can turn confusion into confident giving.
“A matching campaign gives you a great reason to reach out. The real results come from one-on-one conversations and relationships, not just sending a few emails.
✅ This case study was developed in partnership with Serendipity Center, with all figures verified for accuracy.
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