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How a kindergarten insight drove record donations.
Second Harvest Heartland was facing unprecedented challenges in statewide food security. They needed an unprecedented creative campaign to drive urgent action. Our approach ended up reshaping Minnesota’s thinking about sharing vs giving and supercharging community support.
Award Winning
Results
190%
Increase in Fundraising
$3M
Raised in 8 weeks
86%
Increase in New Website Visitors
The Challenge
Minnesota's food insecurity crisis reached critical levels, with:
- 40% surge in food insecurity
- 28% increase in food shelf visits
- A decade of stagnant holiday donations under $1 million
- Intense competition for charitable dollars in a post-George Floyd, post-pandemic landscape
Spot the Bad
The Enemy—Donor Fatigue
People are getting “tired of the ask.” Specifically they’re tired of being asked to give and give and give.
Supercharge the Good
Shift the donor mindset from giving to sharing
We’ve been wired since kindergarten to “share.” Research revealed that while donor fatigue was real, the human instinct to share remained powerful and positive.
Score the Wins
Our integrated campaign delivered Good Wins:
“Our partnership with Preston Spire has always created stronger-than-ever metrics and buzz. We have consistently hit and surpassed our visibility and fundraising goals. Our brand awareness and hunger awareness numbers are steadily climbing. The non-tangibles are off the charts as well; volunteers, board members and teams all report feeling inspired or changed by the campaigns.”
-
Elizabeth
,
Chief External Relations Officer
