I wondered too so I looked it up the other day. The matching fund appeal typically draws more than other appeals. The matching money comes from donors who have pledged contributions and they use this pledged money to match donations. The campaign will get the pledged money anyway (whether there are matches for it or not), so if you respond to a matching donation appeal, the the only additional money the campaign gets is yours.
You can thank Benjamin Franklin for the idea. He used it to raise $$ to start a public library in PA back in the day.6
You can thank Benjamin Franklin for the idea. He used it to raise $$ to start a public library in PA back in the day.6