GOAL: RAISE AWARENESS AND DRIVE DONATIONS TO FUND NUTRITIOUS MEALS FOR KIDS AND FAMILIES IN EASTERN WISCONSIN, ESPECIALLY DURING SUMMER WHEN SCHOOL MEALS ARE NOT AVAILABLE.
The Challenge:
The campaign had to cover a long timeline and broad geography on a modest budget. Without a public figure to spark additional attention and interest, we relied on media performance to carry the message. We also contended with summer seasonality, when donor attention typically shifts away from food bank needs.
The Strategy:
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Target households with a high likelihood to give by intersecting above-average HHI segments with donation-affinity signals.
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Use an omnichannel mix that pairs broad reach with direct-response display driving directly to the online donation page.
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Negotiate efficient CPMs and secure significant added value from media partners to stretch every dollar.
Highlights:
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Delivered CPMs below industry benchmarks and unlocked 5M+ added-value impressions via media partners.
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120% donation increase vs. 2024.
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Secured live news coverage through media partner relationships.
Channels:
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THE RESULTS: THE CAMPAIGN EXCEEDED EXPECTATIONS, DOUBLING THE DOLLARS RAISED VS. 2024, FUNDING 1.8M MEALS, AND IMPACTING THE LIVES OF THOUSANDS OF CHILDREN AND FAMILIES IN EASTERN WISCONSIN.
Performance:
11.9M+ Total Campaign Impressions
5M+
Added Value Impressions Negotiated
$456,789
Donation amount raised
to Support Kids and Families
120%
Increase in Donations
vs. 2024
The Conclusion:
The campaign funded more than 1.8 million meals for kids and families facing hunger, proving that strategically pairing the right message with the right media mix can make lean budgets perform like large ones.