Instead of a traditional year-end campaign requesting unrestricted donations and using $25,000 in available match funds to incentivize donors, we asked the Herbalife Nutrition Foundation network of casa partners to apply to compete in a peer-to-peer fundraising challenge where 25 participating casas raced to reach $25,000 and a chance to receive the $25,000 match. Five projects were selected from each of the five geographical regions HNF serves to ensure worldwide participation. The casas then encouraged their local audiences to help them participate in this giving challenge.
We leveraged emails to HNF’s modest database of 11,466 constituents, organic Facebook posts and a website pop-up all drove to the Casa Challenge landing page that served as the campaign hub. On the landing page, donors were able to select which of the 25 casas they wished to support. The casas that received the most gifts were motivated by the challenge and shared the landing page link with their own audiences.