Donate Fresh is a campaign by The Green Heart Initiative communicating to donors and supporters of Grand Rapids food charities to increase the volume and variety of fresh food donations
Strategy: Reach potential donors where they live / in their "in-between" moments
Elevator flyer for Downtown market-rate apartment buildings where a portion of the intended audience resides.
The Grand Rapids food pantry network is vast. Every neighborhood has it's own respective pantry and it is encouraged that, if the choice is made to donate, to make that choice for the food pantry within your neighborhood; serving the community to which you belong. But, this is not a requirement.
Research shows that donors are more likely to be religious; however this is not always the case.
Strategy: Present to Religious Audience
Research shows that the philanthropic are more likely to listen to NPR
Strategy: Sponsored campaign radio message
Script: "This podcast is sponsored by the Green Heart Initiative. Grand Rapids food pantries, like Baxter Community Center and God’s Kitchen, are banding together to ask it’s community to help raise the food standards for those they serve. By donating fresh foods like vegetables, fruits, and grains, you’re committing to helping others in need in a whole new way. The Green Heart Initiative: Donate Fresh. Source Local."
In this campaign sourcing locally is highly encouraged, continually reinforcing community relationships to occur.
Strategy: Campaign with local markets and farmers to get the message out to the "locally-minded" audience quickly
Farmers Market Campaign Banners and Stand Tags for direct donating
A donor can donate at a partnered farmers table by signing up with the Green Heart Initiative. Food purchased can be donated to the pantry within proximity to their current residence, further promoting their own community.
Strategy: Donate food at purchase to ease barrier to entry
This sleeve will have information for accessing their donor information online – useful for promoting activity and tax purposes.
The Green Heart logo on this piece is a vinyl sticker that can be removed for personal use.
The Green Heart Rewards card gives back points for every donation. These accumulate for perks at local establishments partnered with the campaign (e.g. 25% off your next cup of coffee at Lantern Coffee Bar and Lounge after 10 donations)
Strategy: Extrinsic insentives reinforce the value of donating by giving back to the donor, generating cyclical growth.
Each donor has a unique ID that can be used to login to the Green Heart platform to track donation history and where their donations have gone. This information is also useful for tax incentives and deductions.
