Elevated the World Food Programme's brand in the U.S. through rich storytelling.
World Food Program USA — the DC-based nonprofit charged with raising WFP’s profile in the U.S. via fundraising and congressional advocacy efforts — needed to boost WFP’s presence in country, recruit new monthly and sustaining donors, and maintain the level of funding WFP receives each year from the U.S. Congress. To do so, Erin and her team focused on changing the messaging from focusing on WFP as the hero of the global hunger problem and instead highlighting the lives, struggles and triumphs of the people WFP serves. The people WFP provides food to every day are at the heart of why someone donates $5 or why Congress appropriates tax dollars to hunger-fighting programs.
Approximately 90% of the World Food Programme’s 15,000 person staff is based in the field. Erin and her team saw those thousands of WFP staff not just as aid workers, but as storytellers. Because of their access to the people WFP serves, we wanted them to help us (World Food Program USA) bring the stories of delivering food to our supporters.
We did this by sending film crews to WFP Country Offices in places as diverse as Uganda, Bangladesh, Mozambique and Tanzania.While there, Erin’s team and the film crew would record captivating videos and capture arresting photography. They would also record the stories of those most impacted by hunger. This content was used by the WFP USA’s fundraising and policy teams in a multitude of ways: via donor calls and visits, in pitch meetings with potential corporate partners, in fundraising emails to supporters and in one-on-one visits with Members of Congress.
WFP USA needed a way to explain the complexities of hunger and inspire audiences to join the global movement to end it. However, its content was poorly organized and labeled, making it difficult for users to explore and share. Audiences also lacked a clear understanding of the relationship between WFP USA and the United Nations World Food Programme. As a result, WFP USA was missing opportunities to engage an American audience and seek its critical support.
At the same time, a rigid content management system (CMS) limited WFP USA’s ability to provide audiences with relevant and inspiring content and the ability to react quickly in crises. This made multimedia projects especially challenging to feature on the site.
Most importantly, the donation experience was inconsistent, troublesome on small devices, and lacked the transparency necessary to increase individual donations—the single largest source of revenue for WFP USA.
By tackling these problems with the help of outside agency, Atlantic 57, World Food Program USA was able to increase revenue from the website’s donation form by 344% and increase website sessions by 124%.
Website design and development: Atlantic 57
WFP USA struggled with how to bring WFP’s work overseas to its supporters. Erin and her team believed bringing the voices of people in the field -- aid workers, families WFP was serving, and food security experts -- combined with the growing popularity of podcasts -- made the time ripe for launching a podcast. Erin hired a former NPR producer to help produce the technical aspects of the show, and to advise on script writing for radio, while the communications team conceived of the story arc and narrative, booked guests and conducted the interviews.
After more than 20 episodes, the team had inspired many of WFP USA’s supporters to donate additional funds to the organization than were already pledged, and recruited new donors to share their emails.
When Erin joined World Food Program USA, the organization’s social media presence was next to none. There was very little in-house content or creative being developed. With an endless amount of hunger statistics for countries and WFP programs available, there was an opportunity to bring these numbers to life and demonstrate why they should matter to U.S. audiences.
Over the course of 4+ years, Erin’s digital communications team partnered with Kody to design engaging content that would grow WFP USA’s Facebook fan base 10 times, to more than 100,000 followers and increase its Twitter following by more than 72%. Most importantly, WFP USA’s social engagement levels were strong and consistent -- increasing 10 fold since 2014.