CAP’s mission is building hope, transforming lives, and sharing Christ’s love through service in Appalachia.
For many children living in poverty in Appalachia, when school lets out, hunger sets in. That’s where the Christian Appalachian Project’s (CAP) Summer Hunger program comes in – the goal of which is to provide nourishing meals to children during the summer months, when they do not receive the free lunches offered during the school year.
While this campaign has always been multichannel (including both direct mail and email), CDR took a new approach to the online Summer Hunger campaign by creating an interactive landing page. When donors landed on the form, they saw illustrations of four children sitting at a table yearning for lunch, while four brown bag lunches were sitting at the bottom of the page. The donor was able to drag and drop these lunch bags in front of the kids to feed them for the summer. Before receiving a lunch, the kids exhibit a sad face, and once they are fed, they turn happy.
The interactive form, combined with the addition of a lightbox to the CAP homepage, helped boost overall revenue for the Summer Hunger campaign by 67% compared to the previous year. There was also a major increase in the average gift from the previous year when a regular donation form was used. Clearly the experience of virtually providing lunch bags made a big impact on CAP donors.