Connecticut Food Bank is committed to alleviating hunger in Connecticut by providing food resources, raising awareness of the challenges of hunger and advocating for people who need help meeting basic needs. Connecticut Food Bank partners with the food industry, food growers, donors and volunteers to distribute nutritious food to those in need.
Our multichannel digital campaign resulted in:
25%
increase in overall December online giving year over year
17%
increase in number of gifts
24%
rise in media-influenced gifts
25%
increase in overall December online giving year over year
17%
increase in number of gifts
24%
rise in media-influenced gifts
The Challenge
Developing a new December giving theme
For the previous three years, Connecticut Food Bank had focused on a 31 Days of Giving digital campaign during December. Revenue to that specific theme was slowing down, so in 2019 we decided to focus on more urgent asks with simpler campaign themes.
The Solution
Focusing on the urgent need
We focused content during the month of December on the impact a dollar can make for those battling hunger in Connecticut. Keeping the asks simple throughout Giving Tuesday, the holidays and end-of-year messaging allowed us to keep the need for revenue front and center. In addition to emails and lightboxes, we launched additional media targeted to wealthier zip codes with a much more urgent ask. Each year, the food bank does a double match during the final three days of December. This year, we added countdown times to those emails and lightboxes to increase the sense of urgency among donors.
Breakthrough
A simplified message drove donations
Urgent asks with simplified messaging resulted in a great December for the Food Bank. Overall online giving in December increased by 25% year over year, with a 17% rise in the number of gifts. The change in media creative also resulted in a 24% increase in the number of media-influenced gifts between November and December.
