Donor strategy by design, literally
Thursday, July 15th, 2021
11:30 AM - 12:30 PM: Breakout 5
In 2018, cumulative charitable giving in the U.S. declined for the first time in years, yet the number of donor solicitations increased. World Food Program USA felt the impact of this in part because of relatively low brand equity in the U.S. despite their size and impact.
Everyone feels the same struggle: how do you sustain engagement, attention, and giving from donors? Everyone is also using the same tried and true tactics to respond. But, if you break through the noise with creative that educates, engages, and inspires, you can change the course of your program.
In 2019, World Food Program executed a multi-channel giving strategy that hinged upon beautiful creative storytelling. With compelling photography and thought-provoking copy, a retargeting strategy, and a content development plan that isolated every donor touchpoint, they took their "industry best practices" program — that was only getting them so far — and created a multi-channel engagement strategy to focus on creative. From immersive storytelling to interactive content such as quizzes, infographics, and explainer videos, they brought their work around empowering women and girls and combating climate change to life in new, compelling ways. Then, focused on maximizing the experience across the full funnel.
World Food Program USA works with U.S.-based policymakers, corporations, foundations, and individual donors. Thanks to a more innovative approach to multi-channel digital storytelling and engagement, World Food Program is better equipped to generate the financial resources needed to alleviate global hunger and deliver life-saving food assistance for emergencies around the world.
Learning Outcome #1
By attending this session participants will learn: How to engage audiences through digital storytelling and interactive tools
Learning Outcome #2
By attending this session participants will learn: How to use digital creative and multi-channel content to reinforce brand awareness
Learning Outcome #3
By attending this session participants will learn: How to acquire new audiences and convert them into active donors as part of a full-funnel strategy
To enhance the attendee's learning experience, we are looking for a variety of presentation styles. Please indicate your style: A panel of presenters