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


  • 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


  • 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


  • 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

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