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How Boys & Girls Clubs of America Increased Digital Revenue 64% with a Sitewide Match
Boys & Girls Clubs of America partnered with Maytag and MatchNice to turn an annual $75,000 matching gift into a visible digital campaign designed to inspire more donors to give.
Executive Summary
Challenge
BGCA wanted to maximize the impact of Maytag’s matching gift by making the opportunity visible throughout the digital donor journey, not only through campaign communications.
Solution
Highlight the $75,000 match directly on BGCA’s website using MatchNice to show a persistent, visible real-time experience to as donors explored the organization and decided to give.
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Results
The campaign generated $97,564 in digital revenue, 64% more year over year, while increasing donation conversion by 34% and doubling the number of small donors who participated.
64%
ONLINE REVENUE
($97,564)
98%
NEW DONORS
First-time (575)
54%
ONLINE GIFTS
(920)
35%
ORGANIC CONVERSION
(via homepage)
Key Insights
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Visible Matches Drive Conversions
By having the match visible site-wide using MatchNice, donations from the homepage increased from 1.45% to 1.95%, a 35% relative improvement year over year.
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First-Time Donors Nearly Doubled
BGCA acquired 575 first-time donors, up from 291 the previous year, a 98% increase; proving that matches are a powerful way to acquire new donors.
Growth Extended Beyond Email
Overall digital revenue increased 64%, even as email conversions and revenue declined 6%, suggesting MatchNice played a significant role in the lift.
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Participation & High-Value Giving
58% of gifts were under $50, helping drive broad participation, while gifts of $250+ represented just 7% of gifts but generated 62% of donor revenue.
"We were pleasantly surprised by our new donors year over year. What excites me the most about that is it gives us a new audience to talk to... The platform is very plug-and-play, but the one-on-one support really stood out."
Jeanine Bade
NATIONAL DIRECTOR, DIGITAL FUNDRAISING
"Our matches are a well-oiled machine. I think for us, it was the question: how can we expand that reach, and how might we increase organic donor conversions with a match... the permanent matching banner was a visible always on cue."
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Rupert Schutz
SENIOR DIRECTOR, DIGITAL OPERATIONS
