ABOUT GLEANERS COMMUNITY FOOD BANK For more than 35 years, Gleaners Community Food Bank of Southeastern Michigan has been “nourishing communities by feeding hungry people.” Last year, Gleaners distributed 45 million pounds of emergency food to more than 600 partner soup kitchens, shelters, and pantries in Wayne, Oakland, Macomb, Livingston, and Monroe counties. The organization provides the equivalent of 97,344 meals per day to people who otherwise cannot afford the food they need. CHALLENGE: FIND NEW WAYS TO RAISE FUNDS TO KEEP UP WITH GROWING EMERGENCY FOOD DEMAND As one of the largest areas in the country with the highest unemployment and poverty rates, the need for emergency food assistance in Southeast Michigan had increased. Gleaners Community Food Bank was pressed to raise more revenue to keep up with the growing demand for emergency food. With more organizations addressing hunger needs, Gleaners needed to differentiate itself and find ways to ensure top-of-mind awareness and the organization’s view as the leader in the fight against hunger in the area. Even though their direct mail program is very strong, it needed to look at other ways to drive revenue and acquire new donors. SOLUTION: MULTI-CHANNEL MARKETING CAMPAIGN TO ENSURE THEIR VITAL MESSAGE WAS HEARD Gleaners employed a multi-channel marketing campaign to promote their Double Your Donation Day, which included TV, radio, print, a postcard mailing, online, social media, e-blasts, and text-to-give. The organization went beyond traditional best practices for online fundraising and sent three e-blasts each Double Your Donation Day. The campaign created a sense of urgency by showing how donations would help those in need, and offered supporters multiple ways to give. RESULTS: RECORD FUNDS RAISED & GREATLY INCREASED AWARENESS • During one month of the campaign, 5,720 people visited Gleaners’ website. • On one Double Your Donation Day in November, Gleaners sent three separate e-blasts: • The 1 st email received 3,309 opens, $23,726 in revenue, and average gift of $94.53 • The 2 nd email received 3,075 opens, $13,580 in revenue, and average gift of $87.05 • The 3 rd email received 2,706 opens, $8,775 in revenue, and average gift of $105.72 • Double Your Donation Day, held three times a year, attracts approximately 4,000 new donors and raises more than $835,000. BEST MULTI-CHANNEL CAMPAIGN GLEANERS COMMUNITY FOOD BANK OF SOUTHEASTERN MICHIGAN
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ABOUT GLEANERS COMMUNITY FOOD BANKFor more than 35 years, Gleaners Community Food Bank of Southeastern Michigan has been “nourishing communities by feeding hungry people.” Last year, Gleaners distributed 45 million pounds of emergency food to more than 600 partner soup kitchens, shelters, and pantries in Wayne, Oakland, Macomb, Livingston, and Monroe counties. The organization provides the equivalent of 97,344 meals per day to people who otherwise cannot afford the food they need.
CHALLENGE: FIND NEW WAYS TO RAISE FUNDS TO KEEP UP WITH GROWING EMERGENCY FOOD DEMANDAs one of the largest areas in the country with the highest unemployment and poverty rates, the need for emergency food assistance in Southeast Michigan had increased. Gleaners Community Food Bank was pressed to raise more revenue to keep up with the growing demand for emergency food. With more organizations addressing hunger needs, Gleaners needed to differentiate itself and find ways to ensure top-of-mind awareness and the organization’s view as the leader in the fight against hunger in the area. Even though their direct mail program is very strong, it needed to look at other ways to drive revenue and acquire new donors.
SOLUTION: MULTI-CHANNEL MARKETING CAMPAIGN TO ENSURE THEIR VITAL MESSAGE WAS HEARDGleaners employed a multi-channel marketing campaign to promote their Double Your Donation Day, which included TV, radio, print, a postcard mailing, online, social media, e-blasts, and text-to-give. The organization went beyond traditional best practices for online fundraising and sent three e-blasts each Double Your Donation Day. The campaign created a sense of urgency by showing how donations would help those in need, and offered supporters multiple ways to give.
RESULTS: RECORD FUNDS RAISED & GREATLY INCREASED AWARENESS• During one month of the campaign, 5,720 people visited Gleaners’ website.
• On one Double Your Donation Day in November, Gleaners sent three separate e-blasts:
• The 1st email received 3,309 opens, $23,726 in revenue, and average gift of $94.53
• The 2nd email received 3,075 opens, $13,580 in revenue, and average gift of $87.05
• The 3rd email received 2,706 opens, $8,775 in revenue, and average gift of $105.72
• Double Your Donation Day, held three times a year, attracts approximately 4,000 new donors and raises more than $835,000.
BEST MULTI-CHANNEL CAMPAIGN
GLEANERS COMMUNITY FOOD BANK OF SOUTHEASTERN MICHIGAN
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