When we first crossed paths with The New York City Coalition Against Hunger (NYCCAH), we were surprised to learn that over one million New Yorkers live in households without sufficient food. New Yorkers are cantankerous enough on a full stomach!
Working with corporate sponsor ConAgra Foods, Inc. and NYCCAH, we designed HungerVolunteer.org to match skilled New Yorkers to agencies in need.
With an eye towards national expansion - we designed the site to ask “Who is Hungry in America?”, “How Can you help?” and to suggest “Volunteer Today”. Taking the “Ending Hunger Through Citizen Service” Initiative and Toolkit as point of departure, this site communicates the myriad ways in which New Yorkers can help support the 1.4 million low-income residents of the city who rely on the city’s 1200 non profit soup kitchens and food pantries for sustenance.
Our messaging identifies the different kinds of volunteers drawn to hunger relief and offers encouragement (and volunteer opportunities) specifically for them:
Are you a student looking to volunteer?
Are you a business eager to make a difference?
Our messaging also relies on calls to action such as:
Increase use of child nutrition programs
Grow & distribute farm-fresh food
Raise public awareness
The site increases NYCCAH’s national reach by inviting skilled volunteers to fill the specific needs of their local agencies. It identifies and maps these volunteer opportunities to a nationwide map generated by NYCCAH’s database of food agencies.
We also put a social media outreach strategy in place using Facebook, Twitter and an e-mail campaign to continue to engage volunteers over time.
NYCCAH meets the immediate food needs of more than 1.4 million low- income New Yorkers and the 1200 non profit soup kitchens and food pantries that serve them. To better manage all the relationships that make NYCCAH effective, we worked closely with them to convert their Web site and myriad databases to a single platform - building data visualizations of their food service partners across the city. Agencies create their own profile and volunteer opportunities - tagged by the skills desired.
skills deployed: discovery, information architecture, copywriting, UX design, UI design, database architecture, Drupal, CiviCRM, HTML, CSS, SOLR, social media marketing, administrator training