FareShare: Launching their first integrated campaign
FareShare is one of the main providers of food to the UK’s food banks and community kitchens. They currently support almost 10,000 charities in delivering millions of meals to people struggling with the cost-of-living crisis.
In 2022, the charity decided to embark on its first individual giving campaign and invited agencies to pitch to provide direct mail, digital and broadcast fundraising support. Bluefrog was appointed.
There was very little knowledge about who supported the charity and why. The vast majority of income was from people who had given after seeing news reports that featured the charity and their work.
Because of Bluefrog’s ongoing research programme into giving through both the pandemic and the cost-of-living crisis, a detailed understanding of donor needs states underpinning why people were supporting food banks was already available.
To help: Donors wanted to tackle food poverty in the UK
Combat helplessness: Stories of hunger impacting on families and children had left people highly concerned about how people on low incomes were surviving.
Personal growth: Donors wanted to be part of the solution and demonstrate their beliefs through their actions.
Reward: Donors wanted to see how their giving made a difference and understand their role in fighting poverty.
FareShare collect unwanted food from shops, supermarkets, suppliers and farms. Through their network, they distribute this food to people in need through organisations working at a local level.
We uncovered that this meant a meal could be provided for just 25 pence. This became the focal point for the campaign, positioned in terms of the number of meals that would be needed by a family. This would cost £96 for a month or £21 for a week.
The campaign ran from October through to January and Bluefrog delivered DRTV executions, Door Drops, Inserts, Cold Direct Mail, Warm Direct Mail, Digital and Press – not bad from a standing start in July!
Impact:
More than 6k new donors recruited from DRTV, Press, Door Drops, DM and online.
A campaign ROI over 0.6