EAT 365

The challenge

Families and children in the Waterloo Region go hungry daily. In 2017, The Food Bank of Waterloo Region recognized that the need in their community was outpacing the funds they had to support that need at an alarming rate. A change was needed.

What we did

Our approach was to position our monthly giving campaign with a compelling, ambitious but tangible goal: two million meals delivered.

We called the campaign EAT 365 – a mission to provide families in need with nourishing meals every day of the year. Targeted digital media drove awareness and acquisition. An email and direct mail campaign to existing donors increased spend and one-time gifts.

The final result

• We signed up 83 new monthly donors – a coveted “get” in the fundraising world
• Mid-campaign we optimized with a new one-time gift appeal, resulting in 28 OTG donations
• We saw a 90% increase in monthly donors year over year
• Our “challenge” messaging performed very well, giving our audience an achievable goal to strive for