The following article is part of a new series presented by TheChesedFund.com to help fundraisers maximize their reach and help raise tzedakah for those in need.

Since the release of matching campaign feature on The Chesed Fund, it has been growing popularity, and delivering fantastic results to the causes that are using it.

Matching campaigns encourage everyone to give more, using the sense of urgency and the feeling that one’s contribution is getting doubled or tripled with other’s participation.

We explored some of the strategies these campaigns have used to help you maximize the impact of your matching funds and learn from other’s successes.

Know your numbers

When the Cincinnati Kollel ran their campaign, they first calculated how much they had raised last year. They then increased their target goal by a certain percentage they felt was achievable. This allowed them to set a realistic goal that still stretched them to set a new fundraising standard.

Your first goal should be to tap into your current donor base, calculating how much you hope they’ll contribute. You should then aim to have a smaller percentage matched from the larger community, who gets swept in with the excitement of your successful cause. But the core contributions will be coming with people on your donor list, and the better you know them, the better your campaign can be.

Be ready for success

Sometimes even if you know your numbers, you can be surprised by the response. When the Dallas Shul raised almost their entire goal in just two hours, they quickly re-adjusted their goal to a new, higher amount.

Resetting a new bar is a key strategy when you’re trying to capitalize on your current momentum while working towards a goal that is as yet out of reach.

Sometimes less is more

Matching campaigns can be doubled, tripled, or quadrupled. You might think that telling a donor that their donation will be multiplied by four, would increase the number of donations.

But our findings indicate that that is not always the case. Sometimes just knowing their donation will be multiplied is enough to get people to donate. Matching it further is overkill. And with that in mind,  consider using your matching funds to expand your total goal – $100 of matched funds can become $200 if you double funds, but just $125 if you multiply funds by four.

Keep that in mind when setting up your matching parameters.

Make a buzz

The more excitement you can build up leading up to your campaign, the more successful it can be. Make sure you community knows how important the day and the campaign are. Start sending out two to three emails during the week before the campaign, giving people a heads up that something big is about to go down.

RAJE, who raised over $200,000 with their campaign, did a great job starting with a bang. They had a live launch event, with a projector showing the countdown to the campaign launch and the live Chesed Fund page showing the amount raised so far.

Do the marketing right

Marketing can make or break your campaign. Here are some strategies organizations have used to build a buzz around their campaign:

• We mentioned that sending out emails in advance is important. Equally important is frequent email updates marking specific milestones in your fundraising journey – 20%, 50% 75%, and of course when you reach your goal. You should even have an email ready for a  bonus round to squeeze the last bit of success out of your campaign.
• Call centers. There is nothing as effective as a personal phone call. Most matching campaigns create call centers manned by volunteers who call the organizaton’s donor list. Make it a total bash with food, music, even babysitting services. Give your volunteers the resources and motivation to succeed.
• Social media. Help draw attention to your campaign with a strong social media presence. Pick a unique hashtag that you use in your content, and invite your followers to interact with your content and share it with their own followers.
• Direct messaging people and asking them to contribute can be another great way to increase donations made to your campaign. Some campaigns have also seen success with paid Facebook and Google ads.
• Be creative. No two campaigns are alike, and your unique community, donor base, and cause means there is always a unique way for you to gain traction and attention for your campaign. You can plaster the streets and shuls with signs. You can put ads in the local paper.  You can advertise on the Jewish Content Network. Heck, we heard of one yeshiva that paid a local store to brand their shopping bags with the Yeshiva’s logo during their crowdfunding campaign.

Avi Kehat is the founder of TheChesedFund.com. In addition to managing TheChesedFund.com website, he has lived in  Israel for most of his life and currently resides in Beit Shemesh with his wife and family

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