three award-winning integrated fundraising campaigns
DESCRIPTION
By Michael Johnston, Allison Porter, Wendy Bray, Sara Powell, and Laura ZylstraTRANSCRIPT
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Montgomery Area Food Bank “Feeding Hope Across Alabama”
Presented by: Sara Powell
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“I love social media because it
exists at the intersection of
humanity & technology”
-Steve Jobs
#bbcon
2 #bbcon
Tweet this now
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Who We Are
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Who We Are:
The Montgomery Area Food Bank
(MAFB) is a certified Feeding America
food bank located in Alabama, serving
35 out of 67 counties.
• “The mission of the Montgomery Area Food Bank is to
nourish the hungry by educating and mobilizing the
community, engaging in partnerships that advance self-
sufficiency, and gathering then distributing grocery
products across 35 Alabama counties.”
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Who we serve:
• MAFB serves some of the most chronically
impoverished counties in the nation.
• Those we reach include children, seniors, the
unemployed, low-pay working families (“the working
poor”), the homeless and disadvantaged, and disaster
victims, among others.
Photos provided by Feeding America
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Facing Challenges for Program
Growth
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What is the Senior Supplement Program?
• Through the Senior Supplement Program, a senior, 60 or older, is delivered a box of nutritious non-perishable food, weighing 25 – 35 lbs every month, with additional food provided in November and December for holiday meals.
• We provide low sodium, low or no sugar, and low fat foods in nearly every box and include a monthly newsletter that includes healthy recipes, budgeting tips and current happenings within MAFB.
• In the last fiscal year, we distributed over 137,856 lbs. to seniors in need.
• Donors or agencies can sponsor a senior for an entire year for $100.
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“I look forward to my box of food each month
the same way I looked forward to Santa Clause
as a child. Please let your supporters know how
grateful I am for their generosity and tell all the
volunteers how I appreciate this service.” -Ms. Mary Helen, Recipient
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Challenges: Senior Supplement Program
• Program had remained stagnant at 336 seniors served for
FY-13 (July 1st-June 30th)
• Low program funding
• Decreased Agency participation and individual sponsorship
• Agencies faced challenges with the high poverty rural
counties- the agencies in those areas cannot support the
program as well as some of the bigger more well funded
agencies.
• Surge of seniors in poverty- especially in the rural South-
exceeding our ability to adequately serve. (Jumps to 15.6%
in our service area compared to the national avg. of 9%)
• No option for monthly giving on donation page
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Social & Digital Media Boost
Program
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Social & Digital Media (cont’d)
• Matching grant opportunity through the
Hussman Foundation gave donors an
opportunity to ‘double their dollar’
• Dedicated each month to a specific program-
Beginning in January 2014 to revitalize Senior
Supplement Program
• Shared personal stories, program-specific
blogs and branded senior specific facts to
engage audience on Facebook and Twitter
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Social & Digital Media
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Social & Digital Media
0
500
1000
1500
2000
2500
3000
Facebook Growth (FY-14)
Facebook Growth (FY-14)
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Results
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Results
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• Increase in online donations, including monthly-recurring donors specific to Senior Supplement
• Case of Ensure sent across the country to a specific SS recipient as a result of blog
• Matching funds ($10,000) through Hussman reached through ‘Empty Bowls’ event
• Current Senior Supplement recipients at 384, to reach 408 in October and scheduled to reach goal of 500 in FY-15
• Increase in Agency participation, including brand new agencies.
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Results
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$0.00
$500.00
$1,000.00
$1,500.00
$2,000.00
$2,500.00
$3,000.00
$3,500.00
$4,000.00
$4,500.00
$5,000.00 Monthly Giving
Monthly Giving
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Results
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$0.00
$20.00
$40.00
$60.00
$80.00
$100.00
$120.00 Average Gift Amount
Avg. Gift Amount
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Results
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0
2
4
6
8
10
12
14 Monthly Recurring Donors (online only)
Monthly Recurring Donors (online only)
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Looking Forward: Future Goals
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Looking Forward: Future Goals
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• More client stories and photos gathered
through participating agencies
• Seek another matching grant opportunity
during campaign to maximize giving
• Pursue a ‘monthly giving’ widget specific
to program on website to target amount to
sponsor a senior for the year ($100)
• Optimize for mobile
• Use corresponding Direct Mail campaign
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21 #bbcon
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