
2019 Donor Conversion Campaign
Greater Vancouver Food Bank
Market a 4-week long multi-channel conversion campaign focused on converting supporters into monthly donors.
Greater Vancouver Food Bank (GVFB) assists approximately 8,500 people weekly across Greater Vancouver, providing and distributing nearly 5 million pounds of food each year across 80 communities. Recently, GVFB was granted government funding to help them continue providing food security – however, donations from individuals, corporations, and foundations remain their primary source of revenue.
GVFB requested hjc to develop a month-long conversion campaign to turn one-time donors, lapsed donors, and other supporters into monthly donors.
With thousands of contacts to potentially convert, hjc chose a multi-channel approach to ensure conversion success. Facebook ads, telemarketing call, and Email follow-ups were utilized to high effect – each tactically used for a different stage of the marketing funnel and the donor’s journey.
With a modest media spend for Facebook ads and telemarketing follow-ups, hjc and Greater Vancouver Foodbank found the success they were looking for.
Of the thousands of individuals served ads, more than half were reached with calls. And of those reached, a number made single donations and many monthly donors decided to give additional donations – achieving GVFB’s donation goal.
What this campaign showed is the success of a two-step campaign – and how success can be found through integrating Facebook ads with telemarketing conversion.