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The Solution

To build more consistency into their matching strategy, Long Island Cares partnered with RKD Group to pilot a Leadership Matching Gift Fund campaign—an innovative direct mail effort designed to cultivate match dollars from major and mid-level donors. 

Here’s how the campaign worked: 

• A direct mail appeal was sent to major donors, inviting them to contribute toward the creation of a matching fund. Instead of simply asking for a gift, the appeal positioned donors as key partners in motivating others to give. 

• The messaging framed the opportunity as a special leadership initiative, recognizing recipients as part of the organization’s leadership circle. 

• The campaign was designed with three key touchpoints: 
  • The initial match fund appeal 
  • A thank-you postcard with a QR code to give again 
  • The match itself, using the pool of funds raised from the major donors 

This strategic approach for major giving gave Long Island Cares more control over their match fundraising and turned an internal need into a donor engagement opportunity. 

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The Results

The response exceeded expectations:

• $72,000+ raised toward the matching gift fund
• 4.7 response rate from major donors 
• $763 average gift 

This simple campaign structure created not just one but three moments of fundraising engagement—all anchored in donor empowerment. By shifting their perspective and inviting donors to lead matching efforts, Long Island Cares unlocked a powerful new tool in their fundraising toolkit. 

This approach proves that when nonprofits reimagine how they engage their major donors, they don’t just fill a funding gap—they open the door to deeper impact and year-round generosity. 

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