Gleaners Community Food Bank

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.

Our Challenge

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

Our Solution

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.

Happy, Not Hungry Campaign

The November campaign centered around the tagline, “Happy, Not Hungry.” Gleaners promoted that no one should be hungry or facing an empty plate on Thanksgiving. Partnering with Ford Motor Company, Gleaners doubled their donations and exceeded goals with the help of TM’s digital campaigns.

Happy, Healthy, Hopeful Holidays Campaign

TM created ads and messaging after receiving customer testimonies from Gleaners. December’s theme focused on creating a happier, healthier, and more hopeful holiday season. Partnering with Kroger, TM helped Gleaners and TF learn additional information about their donors and meet their donation goals.

Providing A New Outlook

Gleaners receives many donations throughout the year but primarily targets women in five Michigan counties: Wayne, Oakland, Macomb, Livingston, and Monroe. After running these campaigns, TM provided more insights of who their donors are, including men, their ages, and detailed locations.