Freestore Foodbank

End-of-Year Giving

Project Description

Food is a vehicle for a larger conversation, aimed at helping to create stability and self-reliance for our neighbors. Freestore Foodbank’s mission is to provide food and services, create stability and further self-reliance for people in crisis. They partnered with Charity Dynamics for their End-of-Year program and helped increased donations online and through email series.

Project Details

Client Freestore Foodbank
Skills Engagement, UX Design
View freestorefoodbank.org

Challenge

Raise more revenue from a mature end-of-year program whose audience receives solicitations throughout the year
Convert new emails addresses into donors from email file that has grown 29% over the course of the year
Balance client staff resources and budget with aggressive fundraising goals

Approach

Design refresh to incorporate responsive design best practices and increase impact through the use of imagery
Utilized website real estate, lightboxes and existing December Enewsletter communication to create complimentary channels in addition to end-of-year email series
Developed 8 email end-of-year series that included segmentation for 5 key audiences
Diversify calls-to-action throughout email series and website light boxes
Coordinate closely with client staff to build messages, audiences and deliver email sends according to campaign calendar

Outcome

49% increase in total amount raised year-over-year through the End-of-Year email series
12% increase year-over-year in all online direct donations raised during the November and December end-of-year period
48% of total online donations came from first time donors
Strong lightbox performance with 26% of total End-of-year dollars coming from this channel

See The Result