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Case Study: Success In A New Service Area – How BCA & Tarrant Area Food Bank Worked To Grow Support

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substantial acquisition

of new donors

Introduction:

When Tarrant Area Food Bank (TAFB) set out to expand its services into a new area, they knew it would take more than a compelling mission to make an impact. Launching Tarrant Area Food Bank North, their newest initiative serving a growing community, required a carefully crafted strategy to introduce their work, inspire trust, and motivate donors.

TAFB partnered with Brad Cecil & Associates (BCA) to lead this ambitious expansion. Through thoughtful planning, data-driven decisions, and creative multichannel campaigns, we worked together to turn a bold vision into measurable results.

Challenge:

TAFB North marked an exciting new chapter, but it wasn’t without challenges:

  • Breaking Into a New Market: Residents in this area had little prior exposure to TAFB or its mission.
  • Creating a Donor Base from Scratch: Building relationships and trust would be critical to ensuring sustainable support.
  • Standing Out in a Crowded Space: Competing with established nonprofits for attention meant the messaging needed to resonate on a personal level.

BCA was tasked to design and execute a plan that not only overcame these hurdles but also positioned TAFB North for long-term success.

How We Made it Happen:

CRAFTING THE STRATEGY

The foundation of our work was a multichannel campaign that met potential donors where they were:

  • Direct Mail Campaigns: Personalized and highly targeted mail pieces introduced TAFB North and shared the need for support in the new service area. Direct mail accounted for 45% of first-time gifts, underscoring its role as the campaign’s backbone​.
  • Digital Integration: From geo-targeted ads to optimized landing pages and email follow-ups, digital tools worked in tandem with traditional outreach to create a seamless donor journey.
  • Local Community Connection: Events and grassroots efforts amplified awareness and gave prospective donors a tangible way to engage with TAFB North.

USING DATA TO GUIDE DECISIONS

BCA’s data-driven approach was the backbone of the campaign, ensuring every effort was focused and efficient. By turning insights into action, we maximized impact at every step:

  • Heat Maps with Purpose: Advanced donor heat mapping pinpointed neighborhoods with the highest potential, allowing us to target the right people with the right message. This precision not only optimized outreach but also reduced costs by avoiding less responsive areas ​(TAFB North Expansion).
  • Real Time Optimization: Campaign performance was monitored continuously, providing actionable insights that informed strategy adjustments. This nimbleness ensured resources were allocated where they delivered the highest ROI, driving both engagement and donations.
  • Layered Analytics: Beyond geographic targeting, we analyzed response patterns across digital and traditional channels to refine audience segmentation and enhance multichannel synergy.

DELIVERING THE RIGHT MESSAGE

Crafting compelling, audience-focused messaging was critical to introducing TAFB North to its new community. Working closely with TAFB, we developed appeals that went beyond generic calls to action:

  • Local Relevance: Appeals spoke directly to the community’s unique challenges, emphasizing TAFB North’s role in addressing food insecurity at a local level.
  • Tangible Impact: Messaging wasn’t abstract—it showed exactly how donations would help, from providing meals to creating programs tailored to families in need. This transparency fostered trust and confidence.
  • A Shared Vision: By positioning donors as partners in the mission, we inspired action through a sense of pride and ownership. Residents weren’t just giving—they were part of a movement to strengthen their community.

The Results:

The TAFB North campaign exceeded expectations, showcasing the strength of a data-driven, multichannel approach and the impact of a strategic partnership between TAFB and BCA. Key highlights include:

  • 312 New Donors Acquired: The campaign successfully introduced TAFB North to its new service area, building a solid donor base and fostering immediate trust.
    • Direct Mail Campaigns: Generated 45% of all new donors, proving its strength as the cornerstone of the outreach strategy.
    • Digital Channels: Contributed 21% of new donors, leveraging geo-targeted ads, optimized landing pages, and seamless email follow-ups.
    • Unsolicited Contributions: Made up 22% of new gifts, a testament to the campaign’s ability to build awareness and credibility within the community.
  • Maximized ROI with Precision Targeting: Heat map analytics and real-time performance tracking ensured that outreach efforts were focused on the highest-potential areas, delivering exceptional ROI and minimizing waste.
  • Surpassing Industry Standards: Email open and click-through rates outperformed M+R’s 2024 Nonprofit Benchmarks, reflecting the precision and effectiveness of the digital strategy​ (TAFB North Expansion).
  • Community Connections That Matter: Grassroots events brought TAFB North’s mission to life, building trust and driving donations while strengthening relationships with local stakeholders.
  • A Scalable Foundation for Growth: This campaign didn’t just meet immediate goals—it created a model for sustainable engagement, ensuring TAFB North’s ability to thrive long-term in its new service area.

Together, these results demonstrate how thoughtful planning, data-driven execution, and compelling messaging can transform ambitious goals into measurable success.

Why This Matters:

Launching TAFB North wasn’t just about raising funds—it was about creating a foundation for long-term community impact. By focusing on tailored outreach and personalized engagement, we helped TAFB connect with a new audience and build relationships that will sustain their mission for years to come.

Your success story starts here:

At Brad Cecil & Associates, we specialize in helping nonprofits like yours navigate challenges and uncover opportunities. Whether you’re expanding into a new area, rethinking your approach to donor acquisition, or simply looking to optimize your efforts, we’re ready to help.

Let’s make your next chapter one to celebrate. Contact us today to learn how we can help your organization thrive.

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