Atlanta Community Food Bank – Newsletter redesign

Award-winning newsletter redesign achieves 176% increase in revenue

The challenge

Atlanta Community Food Bank (ACFB) has an award‐winning newsletter that they design and produce in‐house through their Marketing & Communications team.

In 2014, ACFB sought counsel from Russ Reid to help enhance the fundraising performance of this newsletter. Although it was highly informative and brand‐integrated, the Food Bank had trouble generating revenue from this quarterly publication.

Russ Reid solution

Knowing that ACFB intended to continue designing and producing this newsletter in‐house, Russ Reid came alongside the Food Bank’s Marketing & Communications and Development teams to audit the newsletter and provide revenue‐enhancing recommendations.

Russ Reid’s Strategy & Creative teams assessed the newsletter and identified key improvement opportunities, including design, messaging, layout, tone and copy, page/article length, and audience.

Outcome

The ACFB team quickly implemented many of Russ Reid’s recommendations and redesigned the newsletter in February 2015. These changes led to a 176% increase in revenue compared to the previous year looking at the first two newsletters of the year, February and May.

Atlanta Community Food Bank expects to further improve this newsletter by testing into audience recommendations made by Russ Reid later in the year. We expect the audience refinement to further enhance the fundraising effectiveness of the Food Bank’s newsletter program.

“We are so appreciative of all of the guidance, advice and encouragement!” – Atlanta Community Food Bank


To learn how Russ Reid can help your Food Bank grow beyond, please contact Andrew Olsen (CFRE, Vice President).

View a downloadable PDF of this case study.