Food for the Hungry (FH)

Case Study

Food for the Hungry is a Christian humanitarian organization ending all forms of human poverty.

Since 1971, they've served over 10 million people across 18+ countries through life-changing development programs, disaster relief, and advocacy – graduating communities from extreme poverty into self-sustainability within a decade.

Fifty years is a milestone worth celebrating – but for Food for the Hungry (FH), it was also a moment of reinvention.

The organization needed to rebrand, grow its reach, create new fundraising pathways, and donor experiences during the pandemic.

FH also wanted to introduce itself to new audiences while maintaining loyalty with existing donors.

Challenge

Leading a department of 12 and partnering with senior and executive leadership, we developed an annual campaign that aligned with enterprise-level goals, engaged multiple stakeholders, and reached numerous audience segments.

This entailed directing multiple discoveries, ideating revenue pathways, identifying PR partnerships, and developing campaign strategy.

Approach

In addition to updating the brand identity for the 50th anniversary, we developed a comprehensive brand story that would be represented in various creative and communication throughout the year.

Additionally, we created tailored donor experiences, targeting both new and existing partners to join in supporting this milestone.

This included piloting two innovative fundraising campaigns: a virtual event for major donors and the Miles Against Poverty Challenge.

We partnered with NBC 12 News in Phoenix, to drive broad exposure in the organization’s headquarters and throughout the state, along with amplifying the 50th anniversary with team members and partners globally.

Strategy

Virtual Major Donor Event

We piloted this peer-to-peer challenge, utilizing a targeted email, social & PR campaign.

In partnership with PledgeIt, we targeted existing donors and new audiences in Arizona.

A first-of-its-kind for the organization, this virtual major donor event featured the CEO and CFO, casting vision on the relevant mission and impact of FH.