Share Our Strength serves up social engagement to fight childhood hunger
Share Our Strength has been dedicated to fighting poverty and hunger since 1984. Its mission—to end child hunger in America—drives the group to connect kids in need with nutritious food and teach families how to cook healthy, affordable meals.
The organization’s Maryland Breakfast Challenge aimed to educate people about the importance of healthy school breakfasts, increase breakfast participation in schools, and raise funds to cover breakfasts for more kids. The campaign challenged participants to tweet or Instagram photos of the things they did throughout the day that were #PoweredByBreakfast.
To support the campaign, Share Our Strength needed to be able to aggregate multiple feeds, filter and moderate the content, add custom tiles, and enable users to share content directly from the social hub.
#PoweredByBreakfast, powered by Stackla
Share Our Strength chose Stackla based on its unique combination of this functionality. They had tried other UGC curation and display platforms in the past, but weren’t happy with the experience.
“Most of them were pretty terrible, to be honest,” says Jason Wilson, Director of Digital Communications at Share Our Strength. “We were either restricted to one feed, or we had to jump through tremendous technical hurdles to get the feed to come through the way that we wanted it. Most of the options didn’t offer moderation, and several of the alternatives we looked at were just so cost-prohibitive that it just didn’t make sense for a nonprofit.”
“Stackla was a perfect fit for what we needed.”
Social engagement gets real results:
10,000 more kids eating breakfast
The #PoweredByBreakfast campaign was an unqualified success. The campaign was funded—and as a result, 10,000 more Maryland students now receive healthy breakfasts at school each day.
“The hashtag campaign was a perfect way to get our network engaged,” says Wilson. “The campaign was Maryland-specific—but because of the social hub on our website, thousands of people in DC and Virginia shared the message too.”
“Stackla helped us achieve our mission, when you get right down to it.”
Connecting with Generation No Kid Hungry
After its positive experience on the Maryland Breakfast Challenge campaign, Share Our Strength wanted to find other ways to integrate Stackla into its marketing efforts. The team started looking for a way to incorporate a Stackla-powered social hub into its main web property at NoKidHungry.org.
The social hub was the centerpiece of a strategy designed to connect with a new demographic. “We saw that students were a growing segment of our audience that wanted to engage,” says Wilson. “But we didn’t have a lot of content that was directed at people under the age of 25. We did a lot of donation asks—and high school and college students just don’t have a lot of money to donate. But they still wanted to contribute to the cause in some way.”
Share Our Strength built the Generation No Kid Hungry website to give students a way to join the conversation. The site’s homepage features an infinite scroll of social posts related to the campaign. “When someone sees that we’ve shared their post on the Generation No Kid Hungry site, it gets them excited to do more, and to share it with their friends,” says Wilson. “And that brings more people into the fold. It’s helped us to create a youth movement where we didn’t even have youth engaged before.”
Supporters sharing stories helps boost fundraising 30% YOY
Wilson’s team also incorporated a Stackla social hub into its 2014 renewal campaign. In addition to sharing its results and impact during the previous year, the No Kid Hungry campaign asked people who renewed to share their reasons for their support on social media.
They used Stackla to curate supporters’ posts and share them on their own website. These personal stories gave the campaign a momentum boost by reminding existing supporters of why they participated and motivating new supporters to join in. By the time the drive concluded, No Kid Hungry had raised 30% more funds than it did in the previous year’s drive.
“We saw the increase, in large part, because people were able to share stories around why they support No Kid Hungry,” says Wilson. “We get great results whenever we can share our network’s voice, rather than us talking at them. It’s much better for us in terms of engagement, and it’s much more authentic when it’s coming from people who support the cause.”