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.
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.
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.
