Feeding America is the nation's largest domestic hunger-relief organization—providing food and support to over 40 million people annually through a nationwide network of 200 food banks and 60,000 food pantries.
The Challenge: Reactivate first-time donors with a single gift on file
From March – June 2020, over 440,000 donors gave to Feeding America, many in response to media coverage (e.g., I Heart Radio, GMA, Parks and Recreation). After their first gift, donors were put into the standard email cultivation stream, with no customization. As of January 21, 2021, 81% of these new donors had not yet given a second gift.
Are you maximizing the value of your lapsed donor file? We can help.
The Solution:
THD used audience insights to develop an integrated, personalized multichannel reactivation campaign that primed, thanked, engaged, invited, asked, and reminded donors to give again on their giving anniversary.
THD’s donor journey strategy focused on unified messaging that acknowledged donors’ past giving, and impact. Personalized, exclusive invitations tapped into their identity as compassionate altruists while instilling a sense of community across all channels.
The Results:
Through highly customized content, timely invitations, a mix of new and high-performing creative, and emphasizing data points about the ongoing need for food, Feeding America increased reactivation overall by 78% and maintained donor value. This multichannel treatment also drove 24% more incremental gifts compared to the standard email cultivation stream. The campaign drove heightened engagement and, most importantly, a 3-year value of incremental donors worth $1 million.
