World Food Program – Donor Insight and Fundraising Strategy

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World Food Program USA sought strategic guidance from AKQA in helping improve the relationship the organization has with individual donors with the aim of increasing donorship from audiences new and old.

The World Food Program has an inspirational mission to end world hunger and change lives through innovation, science, and empowerment.

World Food Program USA sought strategic guidance from AKQA in helping improve the relationship the organization has with individual donors with the aim of increasing donorship from audiences new and old.

Approach

Our approach started with audience insight and industry analysis, allowing for a deeper understanding of consumer behaviors and the relationship they have with charities, and a sharper definition of the target audiences that will drive growth in individual donations.

This insight was used to inform a new strategic approach for the brand and its marketing communications efforts that provided WFP USA with a 3-5 years blueprint of how to improve all their consumer-facing touch points including communication channels and digital platforms – including detailed UX and Experience Design recommendations for the WFP USA website.

With the new brand and content strategy locked, the team took the insight paired with the strategy to ideate on campaign executions and identify opportunities for how we can create groundbreaking digital-first experiences that inspire Millennials and Younger Gen X to engage with the WFP cause.

Results

Through our collaborative approach, WFP USA now has a better understanding of how to engage their audiences. AKQA provided WFP USA with an actionable content messaging strategy and creative assets including a campaign playbook that has been used with immediate effect to engage their audiences, grow the awareness of their work and drive donations. Furthermore, they have used our insights and strategy to inform a comprehensive digital platform redesign including their CRM strategy.

Client

World Food Program

Project

Strategy + Insight

Year

2018

Role

Client Director - AKQA