Challenge
A global relief organization founded in 1987, Feed The Hungry has delivered more than $200 million of food and supplies to hungry and hurting people in 92 nations around the globe. They came to Dunham+Company after experiencing slowly declining results and thus, impact. Their brand was known for using urgent language and extreme imagery that caused their donors to stop engaging. The organization needed a new way to communicate the benefits of donating without changing their true cause: feeding hungry children and giving them the opportunity to experience a full life.
Solution
The Approach Development funds were redirected from television advertising and direct mail acquisition to more focused marketing channels such as Christian radio, email, and a second-gift conversion strategy for new donors. A Brand Strategy to properly identify the the unique promise of the organization to the marketplace was also executed. One key strategic move was to pivot Feed The Hungry away from a focus on disaster relief and urgent situations to an emphasis on Feed The Hungry’s “Every Child, Every Day” program. Imagery shifted to showcase smiling faces of children, showing the outcome of the donor’s investment. The result, a bigger picture was formed. Once children began in a feeding program, they could have a chance at succeeding in school, help their families end the cycle of poverty, and hear about God’s love. This messaging helped donors understand they were providing hungry children the chance to live a truly full life. Services Brand Strategy & Messaging + Content & Communications Strategy + Direct Mail, Email & Social Media Marketing Strategy
Results
More Impact Since engaging with Dunham+Company in 2013, Feed the Hungry has seen a: 300% Increase in children being fed every day, from 45,000 to over 150,000 158% Increase in number of gifts given 80% Increase in total income
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