The Greater Vancouver Food Bank provides food to more than 27,000 people each week in Vancouver, North Vancouver, Burnaby and New Westminster. Serving families, children and seniors, the food bank is there to provide support not just for today but for every day going forward – no matter how long or short. The food bank works to empower their members by providing healthy and sustainable food in a dignified manner, plus education and training so that one day these individuals can provide for themselves.
In 2014, the Greater Vancouver Food Bank made the jump to integrate their Holiday Campaign during an already very busy time of year. They found that more and more donors were going online to make their donations and it became very clear that the food bank needed to increase their presence online to meet this growing desire for integrated communication with their house donors and prospects.
HMA helped the Food Bank coordinate their first fully integrated holiday campaign in 2014 using direct mail, emails, Facebook advertising and website updates. With similar design elements and the teaser line: “You can turn Christmas from a worry to a joy,” this campaign was a great success coming in 35% ahead of our projected targets. But we knew that there was even more potential for growth and we had only just caught a glimpse of the possibilities.
Client: Greater Vancouver Food Bank
Services: Integrated Holiday Campaign, Direct Mail, Email, Website Banner, Social Media
A lead generation campaign including a series of Facebook ads and landing pages.
A lead generation campaign including a series of Facebook ads and landing pages.
This was a traditional direct mail campaign leveraging a long-form survey to learn more about their donors and identify those who are interested in leaving a gift in their Will.
A digital fundraising campaign including a series of four emails.
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We created the design and copy for this direct mail monthly donor conversion campaign.
We also created a new monthly donor club logo. The logo consists of 12 blue hearts, representing each month the donor donates. The hearts create a circle that encompasses an orange circle, which conveys a feeling of unity and community.
This campaign included integration through direct mail, telemarketing, and e-mail. It also included a match as an incentive.
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This campaign continues to improve every year. From the first year they started integrating digital with direct mail, the Food Bank has seen a 227% increase in revenue. The combination of direct mail, Facebook ads, e-mails, and a campaign-specific donation page has really increased the online donations, with more than 70% of the donations to this campaign now coming online.
A highly successful integrated fundraising campaign including direct mail, e-mails, and digital ads.
A quarterly donor newsletter for Oxfam Canada that includes a section highlighting legacy giving.
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