North Paddington Foodbank, London
01 — Project details
North Paddington Foodbank is the largest food aid charity in the City of Wesminster.
They provide emergency food aid in the form of supermarket vouchers to residents in need. Pioneers in the sector, they are the first food bank to adopt a cash-first approach to food poverty.
While they're doing incredible work, their messaging wasn't clear. My job is to increase the charity's visibility, establish them as thought leaders in the sector and turn audience into committed donors.
02 — Creative process
My philosophy is to humanise a mission that can often be lost behind cold statistics.
I balance both compelling stories of impact and educational content (such as articles and infographics) to position the charity as an authority in food security. I've created a robust email marketing strategy to streamline fundraising and communication with new and exisiting donors. I also work to develop strategic partnerships with food brands and media to further raise the charity’s profile.
03 — Multi-platform approach:
I implement a multi-platform approach between the charity's social media, newsletters, blog and podcast.
04 — Content Pillars:
Community-Focused: social storytelling centered around the charity's weekly cooking classes, refugee communal meals and food pantry.
Individual-focused: (i) Voxpop style videos with a recurring host - engaging with the public on the charity's issues, (ii) talking head segments with charity's benefits expert on hot topics of the week
Information-focused: Statistics and infographics highlighting the need for the charity's services
Campaign-focused: Showcasing charity's 'cash-first' approach and how this establishes them as leaders in the sector.
05 — Email Marketing
I developed a comprehensive email marketing strategy to keep supporters informed, engaged, and inspired to donate. I started by building an email subscriber list through website sign-ups, social media promotions, and event registrations. We now send seasonal newsletters featuring impact stories, educational content on food insecurity, upcoming events, and ways to get involved.
06 — Creative Campaigns:
We launched the Houses of Parliament restaurant on Deliveroo as part of a campaign to kickstart a petition to end fine-dining subsidies for MPs in the Houses of Commons.
As a result, the petition has 80k+ signatures and counting.
07 — Podcast:
In the summer of 2024, we launched Table Talk: Poverty in Focus, North Paddington Foodbank's new podcast where we showcase insightful conversations with professionals, activists, and community leaders on the complex issue of food insecurity. Table Talk offers a platform for meaningful dialogue on how we can create a future where no one goes hungry.
08 — Results:
In the first 4 months of working for NPFB:
Following grew from 300 to over 1.5k (Instagram)
Profile visits up by 487% (Instagram)
Engagement rate increased from .7% to 3% (Instagram)
Monthly newsletters now have an open rate of 60%
Mention rate up 1,900% (Twitter)
10k+ views on multiple videos (TikTok)
100k total views (TikTok)
A 3x increase in monthly donations
+65%
increase in Instagram followers
+487%
increase in Instagram profile visits
60%
open rate on newsletter
100k
views on TikTok