RKD’s integrated match campaign resulted in:

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.

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.