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.
