You buy an evga card register it with them and upload your invoice. You then have 90 days (from purchase date) to do what is called a "Step-up". They credit you however much your card cost toward the card you want to step up to. You pay the difference plus shipping both ways.
The rub is that you have to pay whatever EVGA is selling the cards for on their site. Those prices pretty much don't drop (or do so very slowly), much slower than the market price does in some instances.