The results presented in this case study were achieved through passive fundraising, enabled by Ribon’s donation experience, which makes giving accessible, interactive, and an integral part of people’s daily routines.
The collaboration between Ribon and the Brazilian nonprofit organization Movimento Bem Maior (MBM) showcases how our model not only engages individuals in a meaningful way but also drives substantial increases in donations.
Established in 2018, MBM is dedicated to strengthening Brazil’s philanthropic ecosystem, fostering a culture of giving, and connecting people to impactful social initiatives. The organization comprises members like Elie Horn—recognized as one of the most important philanthropists in the country and the first Brazilian billionaire to sign the Gates Foundation Giving Pledge.
In 2020, MBM partnered with Ribon to boost its donations to Ação da Cidadania, one of the main hunger-fighting projects in Brazil. The goal was to raise new resources for the project and also to bring visibility to the cause of fighting hunger during the pandemic when the necessity for donations became even more critical.
Campaign Overview
For this campaign, a part of MBM’s grant was converted into tickets and distributed to donors across the country. Thanks to this mechanism, they had the opportunity to learn about the Ação da Cidadania and donate to the project regularly.
The tickets backed by MBM’s grant quickly began to inspire the purchase of new tickets, thereby bringing additional resources to the organization. These purchased tickets totaled an amount equivalent to 68.3% of MBM’s initial grant, leading to a substantial increase that allowed Ação da Cidadania to provide 17,078 more meals, in addition to the 25,000 funded at the start of the campaign.
Expanding Reach and Building Recognition
In addition to the incredible increase in resources, the campaign achieved remarkable reach and recognition for MBM and the Ação da Cidadania project, engaging over 45,000 donors in more than 400,000 donation events that took place during the 6-month duration of the campaign.
According to internal research, more than 60% of these people were donating to charity for the first time in their lives, which demonstrates Ribon’s ability to create new donors.
It’s also important to mention that this reach was not achieved through advertising; the 45,000 people actually donated to the project. They actively engaged by choosing to help with their tickets, whether purchased or not. We are talking about participation, a much more impactful experience than mere awareness.
This collateral impact is made possible by Ribon’s integrated sharing features that allow donors to spread the word. One example of this is the more than 200 donations shared organically on Instagram in just one month of the campaign. This demonstrates how Ribon is capable of naturally fostering a culture of continuous support, transforming individual donors into advocates for the project’s cause.
Potential for U.S. Healthcare Nonprofits
Recently, Ribon adapted and optimized its technology to generate these same results for healthcare nonprofits in the United States. In this context, Ribon uses the nonprofit’s unrestricted grants to achieve a substantial increase in this resource in five steps:
- The unrestricted grants designated for the campaign are converted into tickets.
- The nonprofit defines 3 to 10 internal projects—such as a medical consultation campaign in the community or the acquisition of new equipment—to receive these tickets. They can be changed or edited at any time.
- The tickets are gradually distributed to the organization’s employees, who collect and donate them to the internal projects they want to support.
- A percentage of the employees feels inspired and decides to purchase more tickets to boost the impact of their donations.
- Our referral mechanism encourages some of them to even invite friends and family to donate alongside them, organically scaling the number of donors.
The purchased tickets represent new funds raised for the organization. The increase is proportional to the number of employees. Considering an average participation rate of 35% and a campaign duration of one year, the increased value usually corresponds to 8 times the number of employees. In this scenario, if your healthcare nonprofit has 50,000 employees, it is expected that Ribon will raise an additional $400,000. The best part is that fundraising is passive, so you can achieve this result without needing to ask your staff for money.
Beyond the increase in resources, Ribon’s donation experience brings your staff closer to the purpose of their work, systematically demonstrating the final impact of the projects carried out by the organization. This connection generates a sense of collective well-being, improving the quality of life for your employees and, consequently, enhancing the work environment within your healthcare institution.
If you’re interested in our solution and would like to see how it can be applied to your institution, we invite you to reach out for a personalized demonstration of how Ribon can help enhance your fundraising strategy. It will be a pleasure to work with you.
