World Food Program USA

Engaging Supporters, Building Loyalty, and Solving Hunger. Together.

The Challenge

Building awareness and engaging new supporters in an increasingly crowded nonprofit space.

The Insight

Creative storytelling and engagement campaigns can bring a deeply human issue to life for potential donors, beyond simple fundraising asks.

The Solution

Our award-winning creative has led to increased brand awareness and engagement — and donors.

In 2018, cumulative charitable giving in the U.S. declined for the first time in years, as the number of donor solicitations increased.

Every organization faced the same struggle: How do you sustain engagement, attention, and giving from donors? World Food Program USA especially felt this impact due to their relatively low brand equity in the U.S. — despite their size and global impact.

World Food Program USA (WFP USA) is the recognized leader in America’s pursuit to end global hunger, inspiring citizens to do everything in their power to create a zero-hunger world. WFP USA works with U.S. policymakers, corporations, foundations and individuals to generate financial and in-kind resources for the United Nations World Food Programme to feed families in need around the world and to develop policies necessary to alleviate global hunger.

Collection of "Women are hungrier" ads overlayed on an image of a woman in a field.

Collection of social graphics featuring four different women from the "Women Are Hungrier" campaign.

Changing the face of hunger

Using immersive storytelling and interactive content, “Women are Hungrier” highlights the role inequality plays as one of the key drivers of hunger — specifically how hunger disproportionately affects women.

With compelling photography and thought-provoking calls-to-action, a retargeting strategy, and a content development plan that considered every donor touchpoint across the brand, we built on World Food Program USA’s existing program to create a multi-channel engagement strategy to drive brand awareness and recruit a base of new supporters.

Screenplay of the Women Are Hungrier site, with different site imagery below

Subsequent campaigns built on the employed learnings from “Women are Hungrier,” with extended education and cultivation phases before diving into fundraising asks. We also developed animated explainer videos about two other key drivers of hunger — climate change and conflict.

Results

11% community growth on Facebook
2.5x more new donors than average
#1 The campaign issue hub became the all-time most visited page on the WFP USA site

Press & Accolades

Shorty Social Good Awards
Finalist
2020 Addy Award
Silver