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Acquiring new supporters and reengaging lapsed donors
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Stacy Dylan
Co-founder & Executive Director
Connecting to Cure
Combatting the noise during the noisiest time of year to fundraise.
After a major November fundraising event, Connecting to Cure faced a common problem: year-end campaigns compete with exhaustion, inbox overload, and competing asks. By launching a time-limited matching campaign with MatchNice, the team created a “fun” community goal donors wanted to help achieve, driving 6X year-over-year online revenue compared to the same period last year, bringing in new donors and activating supporters who hadn’t given in years.
600%
increase in year-over-year revenue
29%
of donors were first time givers
21%
of donors hadn't given in the previous 3-4 years
Our match proved that matching can attract and re-engage donors.
📣 Challenge: Year-End Campaigns Amidst the Noise
Connecting to Cure’s signature event happens in November, which creates a real constraint: they’re already coming off a major push for sponsorships, attendance, auction items, and donations. Asking supporters to immediately pivot into a typical year-end appeal is hard given donor fatigue with too many appeals.
“It’s kind of hard for us to then do a year end campaign like most nonprofits do given that our main fundraising event happens every November.”
🙌 More Donors, Reactivated Supporters, and a Strong Year-End Finish
The match created a shared goal donors could rally around, not just another “please donate” moment. The result was a bigger donor response, including new donors and lapsed donors returning.
“We were able to get 7 new donors, and there were five people who had not donated in 4 or 5 years. Our match proved that matching can attract and re-engage donors."
💚 Matching Helped Honor Small-Dollar Donors
A core part of Connecting to Cure’s identity is valuing donors at every level, not just major gifts. Matching made small gifts feel meaningful and part of the win, no matter the dollar size.
“Our goal is to value smaller donors just as much as our major donors… even if they can donate like $10, $25 or $50, they all matter and it all adds up.”
💡 Advice to Others: Don’t Be Afraid to Ask, and Don’t Fear “Failing”
Connecting to Cure’s biggest takeaway wasn’t a tactic, it was confidence. Running a match gave them structure, a plan, and permission to be bolder with outreach as they head into the new year.
“Don’t be intimidated to ask your donors for a match… at the end of the day dollars go further and it’s a win for everyone.”
✅ This case study was developed in partnership with Connecting to Cure, with all figures verified for accuracy.
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