Try a "firm push" instead of a jab, holding the match at a slight angle, just as you would if you were pulling it across the striker.

The idea is to align the energy or force of the motion along the length of the stick to take advantage of the natural structure of wood fibers. The traditional "pull" or drag method places the force midway along the stick with your finger acting as the fulcrum. Placing your finger tip near the head moves the fulcrum near the end where it's harder to break the wood fibers.