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.
