Columbus Humane

Exceeded the match goal by 73%


Columbus Humane, a leading animal welfare organization in Ohio had a generous offer from a donor to match $75,000 in donations. Phoenix Innovate was challenged with generating $75,000 in individual gifts to maximize the generous donor’s offer.


Prior match campaigns had performed well, but we wanted to take full advantage of the offer to exceed the match. Historic appeals average about half of the target goal so we knew we would have our work cut out for us.

We employed a multi-channel approach that included a coordinated effort of direct mail, email and social media. To extend our reach, we launched a peer-to-peer fundraising effort on social media and promoted it to an audience that looked like our current donors, a tactic the client hadn’t previously used.

All communications reinforced Columbus Humane’s brand identity with a playful design that visualized the benefit of the match campaign: “Double the Impact,” versioning the messaging and visuals for known dog and cat lovers to create a stronger emotional response.

We employed a deadline to create urgency and then extended the deadline on the last day to tie-in to Giving Tuesday and push giving to higher levels. 


We exceeded the match goal by 73% with the promoted peer-to-peer fundraising effort generating a 400% return on investment.  


"One of the things that I value most about our partnership with Phoenix Innovate is their entirely custom approach. We’ve worked with a number of direct mail and digital firms in our fundraising over the years and Phoenix Innovate was the first to offer highly custom products in an affordable way. Now all of our messages showcase our unique brand fully and we’re seeing improved results."

-Rachel D.K. Finney, CAWA; CEO of Columbus Humane