Mary’s Meals Deals

Driving new donor acquisition

With rising cost per living in the UK and the need for charitable interventions increasing at both home and abroad the non-profit sector has seen a decline in the number of people able to give, this is particularly true in the international development sector.

In order to stand out in a crowded marketplace and increase Mary’s Meals’ supporter base, an investment was made in a new donor acquisition campaign.

The value of a ‘meal deal’

I devised the campaign concept taking a long-standing tagline line of ‘School + Food = Hope’ and relating it to a supermarket meal deal.

The concept allowed us to play with the same rhythm of the components of a meal deal – main, snack and drink – and compare that to what a donation to Mary’s Meals will provide to the children served – a daily school meal, an education and hope for the future.

As a meal deal is a value driven purchase it also allowed us to show the value of a donation to Mary’s Meals. Due to its low-cost model, Mary’s Meals can provide a meal to a child in the countries which it works for 10p per meal. This allowed us to show potential new donors that a donation of £4 – the cost of a meal deal – would provide 40 school meals.

In partnership with 26PMX supporter demographics were used to identify potential new audiences. A number of digital ads were created and pushed out, across Meta, YouTube, Google search and TikTok.

More meals for children

67% increase in new donors

The campaign was successful in attracting new donors with a 67% increase in new donors compared to the previous period.

31% increase in overall donation volume

The value message also resonated with existing donors which resulted in an increase of overall donations by 31% compared to the previous period.

15% increase in database sign ups

With the increase in new donors we also saw a 15% increase in new donor sign ups to our email and postal databases.

Selection of social media adverts

Campaign webpage