24 hours. $3.6million raised.
Helping thousands of animals be cared for and rehomed.
Every dollar stays local in state-based RSPCAs—it’s national moment, built from local love.
Turning urgency into energy
Matched giving days naturally lean into urgency—and when paired with a compelling case for support, that urgency can be incredibly powerful.
For RSPCA appeals are usually centred on serious, emotional stories of animal welfare, whereas the giving day takes on a different energy entirely.
As Lee Ferraro, Senior Manager‒Fundraising, at RSPCA Victoria shared, “the goal wasn’t anxiety—it was connection.”
The matched giving campaign becomes something bright: a moment of celebration. It gives supporters a joyful, energising way to engage with the mission—without losing sight of the very real, very serious work happening behind the scenes.
Even with the lighter tone, every message still grounds itself in why support matters:
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The dog who’s been in care for too long.
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The cat who needs urgent medical treatment.
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The animals waiting for a safe place to call home.
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The shelters doing this work quietly and tirelessly, every single day.
In this context, urgency doesn’t feel like pressure. It feels like momentum—an open door for people to step in and help.
And that celebratory spirit is what draws in new donors while building strong relationships from the very beginning.
Creating clarity: ‘take nothing for granted’
RSPCA never assumes supporters automatically understand how matched giving works. The fundraising managers were clear about this in the case study: they explain matching in every possible way—again and again—because clarity builds confidence, and confidence drives giving.
Their messaging covers every angle:
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“$10 becomes $20.”
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“$50 becomes $100.”
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“Your gift goes twice as far today.”
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“Here’s what doubled donations mean for our inspectors.”
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“This is what our vets can do when your gift is matched.”
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“On 2 October, your donation will be doubled.”
Across every email, paid ad, social tile, and landing page, the core idea shows up repeatedly—always familiar, but never copy-paste. They spell out what matching means, where the money goes, and the exact impact of a doubled donation.
The result? Supporters feel confident, informed, and excited—not confused, not overwhelmed.
Using matching to acquire high-value donors
For RSPCA, matched giving is more than a moment of increased activity—it’s a strategic engine for attracting high-value donors and deepening supporter relationships.
A defining part of their approach is how they build the match itself. Yes, major sponsors play a significant role—but RSPCA doesn’t stop there. Their fundraising team also invites everyday supporters to step up as Matchers. Someone who chooses to give $1,000 knows that their contribution will be used to unlock double that amount on giving day.
Supporters aren’t just giving into the match—they're helping create it. They buy into the idea that their gift has two layers of impact: their own generosity, and the generosity they unlock from others.
This creates a two-way matched giving model:
one group of donors funds the match, another group gives into it—and both sides grow.
Over the years, RSPCA has gathered insights that make this approach work:
The multiplier doesn’t need to be large to be effective.
They began with a 4× match but discovered that shifting to a 2× match unlocked more revenue overall. Donors were inspired by the concept of matching—not the size of it.
It expands the donor base quickly.
Their first giving day brought in 40% first-time donors. In 2024, those new donors collectively contributed $1M after their initial matched-giving gift.
It brings in the right kinds of new donors.
With thoughtful stewardship, 25–30% of first-time donors from the giving day give again within 12 months.
This is matched giving as RSPCA practices it:
A thoughtfully built, two-sided generosity cycle—designed to grow supporters, deepen connection, and spark meaningful giving. And the results are extraordinary...
75%
of 2024 Matchers who donated $1000+ returned for 2025$1m
cumulative donations from giving day–acquired first-time donors
50
new confirmed bequests from donors first acquired on the giving day
20%
of Matchers increased their giving year on year
25%
of first-time donors made a second gift within 12 months of the giving day
What every fundraiser can learn from a 24-hour giving day
Catch Lee Ferraro from RSPCA as he unpacks the mechanics behind a record-breaking 24-hour campaign—and how those same levers can turn a single day of urgency into lasting supporter engagement.
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