Food insecurity is an insidious and growing problem that’s not new to Indiana. It’s a problem that affects one in six people in central and southeast Indiana, and Gleaners Food Bank’s mission is to put a stop to hunger by engaging people and organizations in the community to collect and provide food to others in need. Gleaners is a household name and a known leader in the fight against hunger, distributing food to more than 250 partner agencies throughout the state, in soup kitchens, food pantries, and shelters every day. Programs like BackSacks and Weekend Food for Kids rely on their community partnerships and the generosity of volunteers and donors year round.
Like a lot of other non-profit organizations, Gleaners was a well-established brand in the community. Everyone knew them, but that familiarity didn’t translate into action. Gleaners came to us for a new website, but we soon discovered that the public’s lack of appetite called for something more. After years of operating in our community, the Gleaners message had, in a sense, become background noise. While the hunger problem was growing all around Indiana, the engagement of the public wasn’t keeping up. They were in need of an updated brand and a donor communication strategy.
Before we started on the new website, we updated the Gleaners brand and developed a donor communication strategy to gain awareness and inspire action. The website became a vehicle for both, that would enable them to reach a whole new generation of volunteers and donors. Mobile optimization made their website accessible and appealing to millennials while changing the look and feel of the site gave them the opportunity to disrupt the static and re-engage the community.