Second Harvest FoodBank of Northwest North Carolina $60,000 WalMart Grant – Facebook & Google AdGrant Campaign

Second Harvest Food Bank of Northwest North Carolina was founded in 1981 and opened its doors in 1982 to address the growing needs of people seeking emergency food assistance in Northwest North Carolina. Since then, they have experienced dramatic growth in food distribution, operations, and programming to better serve more than 400 partner food assistance programs– and the thousands of people who rely on the food they provide each year.

Rob’s strategic mindset, particular expertise, and commitment to the effort were the key drivers in our organization’s success in the campaign. We most certainly look forward to future opportunities work with him!”
Jenny Moore – Development Manager, Public Relations & Marketing at Second Harvest Food Bank of Northwest NC


The Challenge

With a short competition window and a limited budget, we worked to ensure the nonprofit finished in the top 10 among participating food banks nationwide to obtain a $60,000 grant from WalMart to feed the hungry.


The Solution

We leveraged several Facebook advertising tactics as well as Google AdGrants to drive traffic and awareness of Second Harvest Foodbank NWNC’s involvement in the grant competition as well as the potential benefit to the area’s hungry.

Working with the Second Harvest Foodbank NWNC staff we advised on:

  • Email messaging•
  • Website landing page design•
  • Facebook campaign creative


The Results

The actual results compared to the previous year included:

  • Finishing up three positions to 6th place in the overall competition, compared to 9th
  • 54% increase in votes
  • 10% increase in active Facebook fans

This was the last year that WalMart offered a competitive grant to nonprofit food banks.

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