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How Boys & Girls Clubs of America Increased Donations 138% with an Unpromoted Match
Boys & Girls Clubs of America tested whether a $7,500 match could influence giving without a dedicated promotional campaign. By making the match visible to existing website visitors, donations increased 138% and conversion more than doubled year over year.
Executive Summary
Challenge
Could a match work without promotion? BGCA wanted to test whether a visible match alone without promotion could improve fundraising from existing digital traffic.
Solution
Make the match part of the donor experience. BGCA launched a $7,500, showing the sponsor directly across their website with the MatchNice matching banner.
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Results
Existing traffic converted at a higher rate. Donations increased 138%, revenue grew 55%, and first-time donors increased 168% compared to the same periodyear over year.
138%
MORE DONATIONS
133%
HIGHER CONVERSION
168%
FIRST TIME DONORS
55%
MORE REVENUE
Key Insights
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Matches Activate Organic Traffic
A match can drive giving without dedicated promotion. BGCA generated 171 donations, up 138% year over year.
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Visible Matches Drive Conversions
Visible matches can turn more visitors into donors. Conversion increased from 0.3% to 0.7%, a 133% improvement.
Matches Acquire New Donors
Matching can help convert new supporters. First-time donors increased 168%, from 50 to 134 year over year.
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Participation Drives Revenue
More donors can offset smaller gifts. Revenue increased 55% despite a 35% decrease in average donation.
“What surprised me was the level of participation. We weren’t pushing people to a matching campaign, yet significantly more people chose to give. That’s a powerful insight for how we think about the donor experience.”
Jeanine Bade
NATIONAL DIRECTOR, DIGITAL FUNDRAISING
“I didn’t expect an unpromoted match to have this much impact. Seeing conversion more than double showed us there’s real value in simply putting the opportunity in front of donors at the moment they’re ready to give.”
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Rupert Schutz
SENIOR DIRECTOR, DIGITAL OPERATIONS
