Magic City Harvest Donor Engagement Outreach

Abstract: Magic City Harvest (MCH) is the only perishable food recovery program of greater Birmingham whose mission is to alleviate food insecurity, malnutrition and food waste. MCH collects excess food from community donors and distributes that food to local programs, feeding those in need. The goal of this project is to appeal to new donors and raise community awareness of the MCH mission through the development of new research tools and outreach materials. In providing these resources for donors, MCH has the opportunity to increase the number of committed donors and expand their impact. A two-pronged approach, through online marketing and graphic design resources, was used in creating foundational marketing materials and tools in order to increase donor engagement and donor appeal for MCH. 

1. The first approach involves the creation of a food drive playbook that includes a step-by-step process on how to hold a successful canned food drive and how this drive will impact MCH. 

• This playbook is targeted towards current and potential school and church donors. 

2. A simultaneous approach includes the creation of three email templates as marketing techniques used to appeal to new donors and increase engagement with current donors. 

• Each email template is strategically designed to compliment each target population and various structural elements of each email serve to keep the reader engaged and interested. 

In providing MCH with the playbook and three email templates, it is easier to engage with donors, which will advance MCH’s mission of reducing food waste and feeding the hungry in our community.