in response rate
10 impressions per donor in 60 days
largest gift received
The Central Texas Food Bank (CTFB) is the largest hunger-relief charity in Central Texas. CTFB fulfills its mission to nourish hungry people and lead the community in the fight against hunger by partnering with nearly 300 agencies in 21 counties to serve over 39 million meals each year.
Year-end is the most important season for online giving. In order to capitalize on every available fundraising channel in November and December, a full-scale, multi-channel campaign was needed to maximize results for Central Texas Food Bank during this crucial fundraising window.
BCA incorporated a multi-channel appeal in an effort to maximize the reach of Central Texas Food Bank and the effectiveness of their message. The campaign consisted of the following coordinated and strategically executed components:
Each of these elements were tied together with consistent creative and messaging. This means a donor could see the year-end appeals in their various forms 10+ times over the course of the 60-day campaign.
(IMAGE: 2-3 examples of pieces from the campaign; maybe email, lightbox and social media ad, depending on space)
Response rates were significantly higher for donors who received both direct mail AND display ads:
Those who were unresponsive to the eAppeals but also received social media ads had much higher average gifts and made up a large portion of overall year-end online gifts:
(SIDEBAR: Higher response from targeted display and social media ads)