Second Harvest

Second Harvest, dedicated to alleviating hunger and promoting nutritional security, faced a pressing challenge: how to deepen engagement with both current and potential donors and volunteers. They turned to Idea Hall for strategic digital marketing support, aiming to create an impactful digital presence for the 2023 fiscal year. Their goals were ambitious:

1. Develop an integrated digital media strategy based on solid, evidence-based data.
2. Expand outreach efforts to engage more small community donors and volunteers.
3. Raise awareness of Second Harvest’s offerings and principles of nutritional security.

Idea Hall implemented a comprehensive digital strategy to enhance Second Harvest’s online presence. We conducted an SEO audit, optimized backlinks and meta descriptions, and improved web content for better engagement. Integrated data dashboards with monthly reports were set up to track progress. A detailed social media playbook and templates ensured consistent communication, while a redesigned e-newsletter became a key engagement tool. Google Ads campaigns were launched with compelling ad copy, and social media content was enhanced with creative designs and videos. Technical support for URL transfers and web hosting ensured a seamless digital experience.

These efforts significantly boosted Second Harvest’s digital presence and engagement:

• 153% Increase in Website Traffic YOY
  Our efforts have driven a remarkable 153% year-over-year (YOY) increase in website traffic, significantly expanding audience reach and engagement.
• E-Update: A Top Organic Traffic Driver
  The Second Harvest e-Update, managed by Idea Hall, is now the third-largest source of organic traffic to the website—following only Google organic search and Feeding America.
• 142% Growth in Volunteer Engagement
  Our targeted digital marketing efforts increased volunteer RSVPs by 142% YOY, strengthening community participation and support.
• End-of-Year (EOY) Online Giving Campaign Outperforms Industry Benchmarks
  The EOY online giving campaign—focused on small donors ($1–$1,000)—accounted for 57% of total online donations, surpassing the Nonprofit EOY Online Giving Revenue Benchmark of 31%.