Gleaners Community Food Bank is a nonprofit organization that provides food to hundreds of partnering soup kitchens, food pantries, shelters, and other agencies throughout southeastern Michigan. Operating five distribution centers in Wayne, Oakland, Macomb, Livingston, and Monroe counties, Gleaners brings food closer to those in need, saving member agencies time and money that they can use to provide food for their neighbors.
Tanner Friedman (TF), a partner of Gleaners, contacted TM to create digital advertisements to promote the food bank’s Double Your Donations Days (DYDD). DYDD is a one-day telethon that matches the donations received to support Gleaners’ mission. This event takes place from 6 a.m. to 7 p.m. on Tuesday before holidays like Thanksgiving and Christmas.
TF looked to partner with an agency that had experience with digital ads to increase their DYDD outreach. After previously working together, TM accepted the opportunity to assist them and get the job done right. Each campaign brought its own set of challenges, including issues with social platforms. But, in the end, TM conquered its goal and implemented successful campaigns.
- Promote November and December Double Your Donation Days for a week each
- Create promotional campaigns on Facebook and Instagram
- Create promotional campaigns on Google Ads
- Created successful ads and creative copy for Facebook, Instagram, and Google Ads, including the Search and Display networks
- Continuously monitored campaign results
- Found additional demographic insights about donors
TM designed and managed Facebook, Instagram, and Google Ads for two days, instead of the intended week, to maximize conversions for each campaign. Both campaigns received an added boost from this change, which helped exceed their donation goal for DYDD.
The ads reached existing and new donors during both campaigns, especially in December. By viewing analytics, TM provided additional insights and demographic details about Gleaners’ donors. This information will impact how they communicate with their donors in the future and make sure they are reaching everyone in their audience.