< Back to Results Timely Digital Investment Boosts Year-End Revenue Challenge Changing donor base in post-COVID era Like many other food banks, Food Bank for New York City experienced unprecedented growth during the pandemic—especially in their digital channels. In the post-COVID era, digital growth has settled but still sits higher than pre-COVID years. Because of this, Food Bank for New York City is choosing to pivot, investing in digital advertising and campaigns that are most relevant for their new donor base. Our Role Multichannel Strategy Media Digital Increased digital investment The year-end 40 million meals campaign is a signature feature during their holiday season and leverages offline and online channels to engage active and lapsed donors, as well as acquire new donors and sustainers. In 2023, we increased their paid media spend by 20% and doubled the texting audience size in response to their changing donor base. In addition, because the month of December had five Fridays, the emails, lightbox and text messages all promoted a special 5X match on the fifth Friday of the month (Dec. 29). 23% Lift in campaign revenue 13% Increase in gifts $30 Lift in average gift Year-over-year campaign growth The increased media budget, 5X match and expanded texting audience led to major lifts year-over-year, including a 23% lift in campaign revenue, a 13% increase in number of gifts and a nearly $30 rise in average gift size. In addition, the campaign’s tightly coordinated creative across offline and online channels helped drive immeasurable brand awareness and brand equity for the organization. Click or drag to explore More Results View allView all Increased spend, ad grant optimizations help disaster relief effortsRead more > Acquisition is a year-round investmentRead more > Disaster relief optimizations increased spend, help lift conversionsRead more > Record-breaking email donations on GivingTuesdayRead more >
