Achieving Significant YOY Growth and Exceeding Goals with the Gift of Groceries Campaign
Services Provided
- Strategy
- Campaign Messaging
- Email Marketing
- Social Media
- Landing Page Development
What We Did
Campaign Strategy & Messaging
Our approach to the Gift of Groceries campaign involved a series of strategic improvements. We started by designing effective landing and thank you pages, which streamlined the donation process and improved donor recognition.
The communication strategy was continuously refined to include authoritative voices, compelling data, and impactful stories, thereby strengthening the campaign’s credibility and appeal. Throughout the campaign, we managed a series of targeted emails and social media posts, each crafted to engage existing donors and attract new supporters.
Communication & Engagement
To ensure that our messaging resonated with the target audience, we updated our communication approach each year. This included integrating quotes, facts, and stories from authoritative sources to lend weight to our appeals.
We also recommended and implemented digital advertising strategies to extend the campaign’s reach beyond the core donor base. This helped increase visibility and engagement, driving more donations and expanding the campaign’s overall impact.
Corporate Engagement & Performance Optimization
A key focus was on strengthening corporate support. M2M successfully secured a significant portion of the campaign’s donations from corporate partners, demonstrating the effectiveness of our engagement strategies.
To continually improve performance, we closely monitored campaign results and made strategic adjustments as needed. Our recommendations included setting higher target goals and utilizing advanced analytics to better understand the impact of our efforts, ensuring that each campaign iteration was more effective than the last.
Giving Tuesday Integration
When we began working with M2M on the Gift of Groceries campaign in 2021, they were initially hesitant about competing with larger organizations on Giving Tuesday. Nevertheless, we proposed testing a targeted Giving Tuesday communication as part of our six-week strategy. The outcome was outstanding: it became the highest day of giving throughout the entire campaign.
This success highlighted the substantial impact of leveraging Giving Tuesday, leading us to integrate it into the campaign strategy for subsequent years. This approach consistently improved campaign performance, driving increased donations and improving overall results.
The Results
+55.5%
Increase in Donations from 2021 to 2023.
548.19%
60%
24:1
34%
133.59%
+2.74%
+132.9%
Donation Goals vs. Results
Tangible Benefits for Families
2021/2022
2022/2023
2023/2024
Interested in how we can help your nonprofit achieve similar results?
Schedule a meeting with Danielle, our CEO, to discuss your goals and our proven strategies. Let’s make your next success story!