Well Worth the Effort

The Matching Grant Payoff

THE CLIENT: The Salvation Army Portland

THEIR CHALLENGE: August was historically one of the slowest fundraising months for The Salvation Army Portland. Their direct mail appeals this time of the year typically centered around back-to-school programs and other services for local children. Average revenue for these efforts was around $55,000. Because needs in the summertime are just as prevalent as other times of the year, The Salvation Army was eager to step up their game — and their revenue. But how?

THE STRATEGY: Grizzard recommended that The Salvation Army Portland pursue a matching grant. The Army team began to identify and engage potential public donors who would be widely recognized and bring credibility to an appeal. Fred Meyer, a large retailer based in Portland, was eager to lend a hand, and to reap the PR benefits of such a partnership. Fred Meyer offered up a generous $45,000 matching grant hoping it would inspire Salvation Army donors to match it dollar for dollar. Grizzard developed a customized appeal around the grant and dropped it in the mail in August 2010.

THE RESULTS: While securing the matching grant required considerable legwork from The Salvation Army, the payoff of the appeal was well worth the effort. Results were above and beyond anything the Army had hoped for … In addition to the $45,000 from Fred Meyer, the appeal raised $105,000 for a total of $150,000 — nearly two times that of the typical August appeal … plus the original matching grant.