North Texas Food Bank (NTFB) runs an annual omni-channel year-end campaign. It includes billboards, buses, partnerships with corporations, and traditional fundraising channels such as direct mail and email. Stripes partnered with NTFB to leverage Facebook and Instagram to run alongside the other channels and drive donations for this campaign.
Stripes worked with NTFB to identify different segments within their database that could be leveraged for the purpose of donor acquisition and lapsed reactivation. Stripes targeted people throughout the donor journey, including newsletter subscribers, active donors, and lapsed donors that were further segmented by date of last gift. Donor lists were leveraged lookalike audiences to prospect for new donors within the North Texas area.
NTFB came to us with creative they were already using on other channels, so our job was to leverage that in the most compelling way for social. We added simple motion elements to their striking static visuals to make them even more eye-catching in the Feed. We paired those with direct-response messaging tailored to each specific segment, and we updated it throughout the campaign to highlight timely information such as limited-time donation matches.