Feeding America Community Engagement & Donor Awareness

Feeding America is the largest domestic hunger organization, made up of a network of 200 food banks. The non-profit elected to partner with Baltimore-based agency, R2integrated to achieve and enhance their main business goals of maximizing brand reach in order to drive donations and increase revenue for the organization in order to satisfy their mission of helping families in need.

Throughout year one of partnership, R2i increased the organization’s paid search revenue by ~15% YoY. In Year 2, COVID-19 struck the country, triggering a vast surge in those needing food, many for the first time. Feeding America and the network quickly became the epicenter for disaster relief and sought-out organization for people to offer donations, inherently appropriating a prominent face for the non-profit industry. The increased need drove boosted visibility for Feeding America, driving significantly higher search volume and the need to react quickly. In tandem and working under a tight and accelerated timeline, R2i conducted a comprehensive paid search assessment and executed a strategy for maximizing momentum. With the heightened awareness, we increased paid search spend and results skyrocketed, occasioning a massive 500% increase in branded search volume and additionally, a colossal 1,000% increase in donation volume (number of gifts from paid search traffic) during the month of March alone, with further increases into April.

Added visibility and seamless experiences not only enabled donors to more easily search for and find Feeding America’s site from Google and other search engines, but also contributed to their success. Feeding America knocked their original goals out of the park, achieving a ~600% growth in paid search revenue compared to the previous year. While COVID-19 represents only a small portion of the two-year partnered timeline, the exponential growth spotlights not only the leadership role Feeding America has played in the country’s relief efforts, but also the need for maintaining their search presence for keeping pace with the new, increased demand for meals and food assistance across the country.