Campaign
Voedselbanken België: lead generation and donor engagement with a seasonal calendar
Gerelateerde dienst
Digital fundraising
Organisation
Voedselbanken België
Campaign theme
Give away a free seasonal calendar with an email containing 3 recipes each season
The set-up
For Voedselbanken België (the belgian food banks), we developed a recurring digital campaign around a free seasonal calendar. Everyone who signs up also receives an email each season featuring three recipes based on seasonal fruits and vegetables.
The campaign has a dual purpose. On the one hand, the calendar acts as a lead generation tool to collect new contacts among people who do not yet support Voedselbanken België. In exchange for the free calendar, they provide their details. In most cases, these contacts are acquired through social media advertising on platforms such as Facebook and Instagram. The results show that this remains a particularly effective way to collect new email addresses.
On the other hand, existing donors receive the calendar as a token of appreciation. It's a useful gift that fits the organisation's mission. This way, the campaign also helps strengthen the bond between the organisation and its supporters.
