Feeding America Year End Digital Campaign
OVERVIEW
Year-end is the single most important fundraising window of the calendar for Feeding America. It is also the most crowded: every nonprofit in the country is competing for the same attention during the giving season. The challenge was to stand out inside a noisy window while still holding to Feeding America’s brand and use of authentic photography and positive, uplifting messaging — “Make the Holidays Full”
MY ROLE
Art Director
TEAM
Strategy: Jonathan Deiss
Creative Director: Carol Santos
Copy: Carolyn Goldhush
Agency: Moore
OUTCOME
We chose to create three looks—Thanksgiving, Giving Tuesday, and Holiday—with enough distinct texture to feel specific to each flight, but enough continuity to come together as a single campaign without losing the brand in the process. We relied heavily on their primary brand colors during the high-conversion-rate periods, then pulled back and brought in more of their secondary colors for the later holiday-themed portion of the campaign.
Overall, across the campaign, there was a 10% increase in gifts and a 20% increase in average gift size.
One Campaign, three looks
Thanksgiving Expression — action, offer, campaign, “our collective impact”
Giving Tuesday Expression — actionable, incentivizing, transational, sharing
Holiday / Year End — impactful, uplifting, neighborly, caring
