Sample plan · Example brand: Harvest Table · Non-profit
A year-end giving appeal for a regional food bank
How we’d plan a 13-week appeal for a food bank whose donations have plateaued and whose donors are getting older.
This is a worked example, not client work. Harvest Table is a fictional brand, and every number on this page is a target we’d commit to, not a result.
Targets
- of last year’s appeal total
- 125%
- of last year’s appeal total
- first-time donors
- 1,500
- first-time donors
- of donors under 40
- 30%
- of donors under 40
The situation
Imagine an appeal that raises about the same amount every December from the same loyal donors, while younger supporters who never read a printed newsletter are rarely asked at all.
What we’d do
- 01
Build the appeal around short films of real volunteers and families.
- 02
Show a live progress tracker on the donation page and in every message.
- 03
Recruit local businesses to fund matched-giving days.
- 04
Plan the final two weeks in advance, with SMS reminders and a countdown.
The full plan is a PDF you can keep.
It’s the document we’d hand a client at the end of the planning stage: the thinking, the timeline, the budget, and the targets. Read it to see how we work before you talk to us.
- The situation — the assumed starting point and the insight we’d look for
- Strategy and big ideas — audiences, goals, and the principles behind every channel
- Week-by-week timeline — what we’d do, what you’d get, and the checkpoint for each phase
- The budget — where the money would go, line by line
- Channels and targets — what each channel is for and the numbers we’d track
- Risks — what could go wrong and how we’d handle it
- A playbook — a checklist to apply the approach to your own campaign
More sample plans
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