As the largest hunger relief organization in New England, The Greater Boston Food Bank (GBFB) was not getting the recognition it deserved which was hurting fundraising efforts.
Through 200+ interviews, Agency 451 uncovered that potential donors and volunteers did not consider GBFB an emotional charity and did not recognize their impact. The agency used this insight to complete an audit on GBFB’s entire brand: key messaging, visuals, public relations, social media, and advertising efforts. 451 created a full brand book, brand messaging, brand promise, and fully built out target audience personas. The book has become the cornerstone for 451’s continued work with GBFB.
Invigorated by the new branding and messaging, Agency 451 saw the potential of, “Hunger Action Month” as one of the biggest opportunities for the GBFB to promote awareness and fundraise. 451 leveraged their Boston connections to coordinate a “Flip the Switch” ceremony at the Prudential Center and an “Only in Boston” Snapchat takeover on Hunger Action Day. The event kicked off the month with local landmarks (Prudential Center, TD Garden, Zakim Bridge, etc.) being illuminated orange in support of Hunger Action Month.
451 worked to expand the campaign throughout the month of September and encourage the public’s involvement. The public was invited to write about and share on social media what types of things they can’t do on an empty stomach. People were invited to an online raffle for the chance to win dinner plates signed by New England Patriot’s coach, Bill Belichick, Former Red Sox Designated Hitter, David Ortiz, and other players and coaches from the Celtics, Bruins, and Red Sox organizations.
GBFB had their best September ever, raising more than $28,000.
180 pieces of coverage were generated receiving 6,834,883 impressions.