How Rainforest Alliance Inspired 31 New Monthly Donors in One Week

For Earth Overshoot Day 2026, Rainforest Alliance tested an innovative matching strategy to identify and convert high-potential monthly donors.

Executive Summary

Challenge

In a difficult giving environment, Rainforest Alliance wanted to acquire more monthly donors and build reliable, recurring support.

Solution

Every 5 new monthly donors unlocked $1,000, creating visible progress and urgency around gifts of any size.

Results

The campaign attracted 31 new monthly donors while generating $5,324 in projected annual recurring revenue.

Key Insights

Urgency Drives Results

14 of 17 email-driven monthly gifts came from the final “Last Chance” and “Match Extended” appeals.

Multi-Channel Outreach Works

55% of monthly gifts came via email, while SMS brought in 4 donors, including the largest at $100/month.

More Recent
Donors Convert

67% of converted previous donors had given within the past year, including 33% within 90 days.

Monthly Giving
Increases Value

100% of converted previous donors are projected to give more annually than their previous average gift.

“The MatchNice setup worked so smoothly and seamlessly, not only on our website, but through our fundraising platform… I think it’s a phenomenal innovation tool.”

LEOR NEWMAN

MAJOR GIFTS OFFICER

“We’ve run campaigns with matches and without matches. We hadn’t used a match for a monthly donation ask before, and it was very valuable to see it successfully drive monthly giving.”