New Integrated Match Campaign

5 Million

meal match campaign

$301

average gift size

471

new online donors

The Objective

Maximize Donor Giving

Food Bank for New York City traditionally has a $500,000 match campaign ever year in December. The goal is to raise $500,000, which will be matched to equal 5 million meals. This year, RKD set out to enhance the strategy by integrating a week-long digital Million Meal Match campaign.

The Solution

5 Million Meal Match

RKD enhanced the traditional year-end matching gift campaign by creating a more integrated strategy that involved direct mail, emails, light boxes, paid media, social media, on-air promotion and more. This year was different for the campaign because RKD shifted the focus from the dollar amount matched, to the number of meals that could be provided with the donation.

Breakthrough

54% Lift in Overall Revenue

The shift in focus to the number of meals provided proved to be a positive influence in fundraising efforts. The campaign was a tremendous success with a 30% lift in gifts and a 54% lift in overall revenue.  Whoopi Goldberg also named the Million Meal Match as one of her “Favorite Things this holiday season”, garnering an influential promotion on the triple match day.

The shift in focus to the number of meals provided proved to be a positive influence in fundraising efforts. The campaign was a tremendous success with a 30% lift in gifts and a 54% lift in overall revenue.  Whoopi Goldberg also named the Million Meal Match as one of her “Favorite Things this holiday season”, garnering an influential promotion on the triple match day.