programs.

Products & Value Proposition: For decades, HEPdata’s corporate matching gift database was relied on by advancement offices, nonprofits, and higher education institutions. Its searchable database and embeddable tools allowed donors to check program eligibility and submission steps directly on donation pages.

In 2025, the matching gift solution was reintroduced under the HEPdata brand after several years of operating as Affinaquest Matching Gifts, now powered by the Double the Donation team.

Company Journey & Acquisitions: 1997 – 2010s: Operated as the first electronic matching gift database provider, widely adopted across higher education and nonprofit fundraising.

2019: Acquired by SSB, a Strattam Capital-backed company, to complement its fundraising and advancement technology portfolio.

2019–2024: Continued as Affinaquest Matching Gifts, focusing on higher-ed clients.

2025: Acquired by Double the Donation, which relaunched the solution under the HEPdata name, preserving its legacy while integrating modern automation and product development.

Competitive Landscape For the past 15 years, the matching gift software market has been dominated almost entirely by two providers:

HEPdata - the original pioneer, with deep roots in higher education fundraising.

Double the Donation (DTD) - founded in 2010, which rapidly grew by introducing automation-first tools, integrations with leading fundraising platforms, and broader adoption across the nonprofit sector.

Together, these two companies have accounted for the overwhelming majority of the market (99%+), leaving little room for challengers especially given how challenging it is to build and maintain a extremely comprehensive and accurate database of companies with workplace giving and matching gift programs.

Other smaller entrants, briefly attempted to establish themselves but were unable to maintain competitive databases or sustain major client relationships given the complexities of matching gifts. These efforts highlight how difficult it has been for new players to compete meaningfully in a market effectively consolidated around the two providers who had invested more than a decade in their offerings.

Current Position Today, with Double the Donation’s acquisition of HEPdata in 2025, the two long-standing competitors are now under a single umbrella. This consolidation reflects a clear market trajectory:

HEPdata is remembered as the original innovator and early category leader.

Double the Donation has emerged as the modern industry leader, driving innovation, integrations, and adoption across nonprofits and educational institutions.