This document outlines a fundraising campaign to address hunger. It discusses how donors are changing and even core donors want different stories. The campaign will feature emotional videos and shareable media to mobilize people in the area and inspire advocacy actions and donations in September for Hunger Action Month. The goals are to motivate sharing on social media and promote participation in events to naturally move people towards donating.

1. LET’S TELL
STORIES
1

2. DONORS ARE
CHANGING 2

3. EVEN CORE DONORS ARE
CHANGING
3

4. SOLVE HUNGER!
4

5. KEEP ISABEL FED.
5

6. WE ENGINEER
RESPONSES 6

7. 7

8. EMPOWERMENT
8

9. ACTION 9

12. SUCCESS
12

13. WE ARE JOURNALISTIC
WE ARE STORYTELLERS 13

14. WE CELEBRATE
OUR NEIGHBORS
14

15. THESE ARE REAL LIVES
15

16. WITH COMPASSION 16

17. WITHOUT JUDGMENT 17

18. WITH DIGNITY
18

19. WE ARE AMAZED 19

20. LET’S SHARE THAT
20

21. HOW DOES THAT WORK?
21

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Integrate in every channel that makes sense for fundraising.

23. Conversion on the Phone
23

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30. • Mobilize people in the Delaware Valley for Hunger
Action Month (September)
• Feature emotional, hard-hitting creative that ignites
passion around the cause of hunger
• Emphasize video and other sharable media assets
Campaign Essence
30

31. • Motivate sharing in social media
• Prompt advocacy actions (e.g. signing an online petition
or manifesto)
• Promote participation in real-world events
• Move people naturally towards donating
Campaign Goals
31

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39. Other
opportunities
Direct mail
Digital (owned)
Digital (paid)
Giving Catalog
Radio
Grocery store partnerships
Public relations
Social media
P2P (buy a pallet)
Jubi
39

40. Strong local call-to-action
One-to-one connection
Anchor statement
Moment of success
Gift catalog

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