Gleaners - Annual Donation Drive

Situation

Gleaners and CVR have successfully partnered for years by creating effective holiday fundraising campaigns. The integrated efforts generally include direct mail, TV, digital and social media. CVR’s long-standing commitment to Gleaners’ mission has provided our teams with incredible insights into food insecurity and those afflicted by it.

Solution

Recently, CVR moved the annual holiday campaign creative to focus on families with school-aged children and their daily struggle to put food on the table. By focusing on childhood hunger and the resulting consequences malnourishment has on educational and social achievement, our creative was able to strike a specific and emotional response chord. Themed “Reversing Child Hunger,” our TV spot focused on one food-insecure child, alone and disenfranchised during an after-school bus ride, surrounded by happy, carefree schoolmates.

Outcome

The public responded with great kindness. With a limited media budget, CVR was still able to gain an additional one-third media weight to run the campaign from mid-November through December. Donations were up 7% over the previous year, and we acquired nearly 800 new donors -- double the prior year’s total.

Year over year, this campaign continues to bring awareness to central Indiana of the dire need for hunger relief in the community.