To end hunger by organizing food, information and support for community survival, empowerment, and dignity. Food Bank For New York City has been working to end food poverty in our five boroughs for more than 30 years. As the city’s largest hunger-relief organization, they employ a multifaceted approach centered on helping low-income New Yorkers overcome their circumstances and achieve greater independence.
RKD’s integrated match campaign resulted in:
20%
lift in overall revenue
$252
average gift size
10
million meals
20%
lift in overall revenue
$252
average gift size
10
million meals
The Objective
Maximize Donor Giving
Food Bank for New York City traditionally has a $1,000,000 match campaign every year in December. The goal is to raise $1,000,000, which will be matched to equal 10 million meals for those in need. RKD set out to enhance the strategy by integrating a two-month-long digital 10 Million Meal Match campaign.
The Solution
10 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. We shifted the focus from the dollar amount matched, to the number of meals that could be provided with the donation. In addition, while a double match runs from Nov. 1 – Dec. 31, we included key match days that increased to triple and quadruple matches.
Breakthrough
20% Lift in Overall Revenue
The reference of meals instead of donation dollars and mixing in donation multiples was key to growth. The campaign was a tremendous success with a 20% lift in overall revenue. With almost $1.2 million raised, the average gift came in at $252. Dec. 31, which utilized a 4x match, generated the highest single-day online revenue total for Food Bank for New York City.
