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.
Integrated Digital Fundraising
$50,000
goal met
$116
average gift size
$13,000
from donors new to
online donations
$50,000
goal met
$116
average gift size
$13,000
from donors new to
online donations
The Challenge
Fundraising For New Equipment
Food Bank for New York City’s Community Kitchen needed to replace an industrial stove and other ageing kitchen equipment. This equipment was essential to fulfilling their mission and RKD was asked to help raise the funds needed to replace the equipment. The goal was to raise at least $50,000 and help get the Community Kitchen back in working order.
The Solution
#GivingTuesday
RKD developed a digital strategy around #GivingTuesday. The campaign would help raise the funds needed to replace the stove and equipment, $50,000. Digital elements included a series of emails, lightboxes, and social media posts.
Breakthrough
Breaking Records
By launching a campaign on #GivingTuesday, RKD was able to raise more revenue than the previous years’ #GivingTuesday campaign for Food Bank for New York City.
The $50,000 goal was easily met, 146% more revenue than last year. 427 donations were gifted, at an average of $116 per gift, and RKD brought in 140 new donors to their online fundraising program.
