Feeding America
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"Convio has a wealth of information on the industry, and shares their knowledge with a consistent focus on helping us achieve our goals. Convio's 'walk-jog-run' approach works well to ensure that we are able to learn and adopt the latest best practices in online marketing."
- Elizabeth Nielsen, Online Fundraising Manager, Feeding America
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About Feeding America
Feeding America (formerly named America's Second Harvest) feeds America's hungry through a nationwide network of Member food banks and engages our country in the fight to end hunger. It is the nation's largest charitable domestic hunger-relief organization, with a network of more than 200 Member food banks and food-rescue organizations serving all 50 states, the District of Columbia, and Puerto Rico. The organization supports approximately 50,000 local charitable agencies operating more than 90,000 programs including food pantries, soup kitchens, emergency shelters, after-school programs, and Kids Cafes. In 2006, the Network provided emergency food assistance to more than 25 million low-income hungry people in the United States, over 9 million of which were children.
The challenge
After the overwhelming response online to Hurricanes Katrina, Rita and Wilma, Feeding America realized that the organization needed to increase its investment in the Internet as it became clear that it was a major channel for the organization to achieve its mission. Feeding America needed to give people an easy way to donate and have the back-end support to conduct strategic email communications.
The solution
Convio's single integrated platform allows Feeding America to practice true CRM by driving constituents through a pathway based on their stage of engagement with the organization. The organization has increased its capacity to find new prospects and build deeper relationships with their existing donors by using:
- Convio Client Success Services to plan and launch an engaging interactive email campaign to increase per person giving and create and execute a strategy involving corporate partnerships online.
- Convio Virtual Administrator to get specific online campaigns off the ground when there is a lack of staff or time available.
- Convio Fundraising to easily and quickly build and modify online donation forms and effectively segment, test and measure results, enabling Feeding America to customize online information, gift levels and specific campaigns to individual donor preferences.
- Convio DataSync to exchange and sync data from Convio online database to Feeding America's offline database to track gifts donated offline and online.
- Convio Email Marketing to send out donor cultivation communications and use the Tell-a-Friend feature grow its email file.
Results
- Raised $40,000 in online donations from "Fill America's Fridge" 2007 campaign
- Raised nearly $800,000 from "Thanksgiving Feast for 1 Million" integrated online campaign
- Grew its email list by nearly 10%
- Increased online revenue by 40% from fiscal year 2005 to fiscal year 2007
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