New Integrated Match Campaign
5 Million
meal match campaign
$301
average gift size
471
new online donors
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 every year in December. The goal is to raise $500,000, which will be matched to equal 5 million meals. 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.
