Case Study: Action Against Hunger

How do you design a website that drives marketing results?

The Challenge

For more than 40 years, Action Against Hunger has led the global movement to end hunger. But, while their work is well-known in many international markets, awareness among American audiences is low. To address this, it was critical to create a new website that builds awareness about the global hunger crisis, and more importantly, builds a community of U.S.-based supporters passionate about fighting hunger.

Markets & Services

Design

Balance hope and urgency

The problem of hunger is very real, but an end to hunger is in sight. Design was central to the strategy to support Action Against Hunger’s marketing efforts about their groundbreaking work. Through a reimagined immersive storytelling experience, high-impact visuals, bold and direct font treatments, and innovative components, Action Against Hunger is well-poised to move audiences toward action.

Content Strategy

Extend your reach

The organization’s previous site was over a decade old, with thousands of legacy pages to contend with. Moreover, the site was trying to be everything to everyone. We leveraged keyword research to bring Action Against Hunger’s message to new audiences in the U.S. and optimized existing content to better support search – and drive users to helpful context about the hunger crisis and clear pathways to make an impact. Since the launch, the new site has driven increased donations and top search engine rankings for highly competitive keywords. Action Against Hunger has also received more media inquiries than ever before.

Marketing

When crisis calls, act quickly

When a hunger crisis strikes, word needs to get out fast. The new website, powered by WordPress, allows Action Against Hunger’s marketing team to quickly spring to action. From flexible alerts to high-impact calls to action, the site makes engagement easy and urgent — so site visitors can send support when and where it’s needed most. Since launch, donations have increased in-line with traffic growth and revenue is up 21% YoY, a significant positive given 2022 market trends.

DEI&B

Dignity, preserved

More than 95% of Action Against Hunger’s staff come from the communities they serve. And these communities are instrumental in creating and sustaining positive change. Through inclusive and thoughtful photography and messaging, we tell Action Against Hunger’s story and the story of the people and communities they serve with integrity and respect.

Brand

Supercharge your brand

As one of the world’s highest-rated nonprofits, previous Action Against Hunger research revealed that once people recognized the organization, they wanted to support it. But with 80% of visitors new to the site, telling the brand story quickly and effectively was critical to its success. From a site navigation that clearly communicates the who, what, why, and where, and leveraging credibility-building logos, we took special care to create a seamless experience to educate and activate their community of supporters.

Website Development

The power of taxonomy

On the backend of the site, a robust taxonomy powers an advanced filter for news and story content, giving Action Against Hunger the ability to dynamically serve up relevant articles on any page of the site. This important groundwork creates a more relevant experience for site visitors and an intuitive experience for site admin editors.