Action Against Hunger
Turning a mission into momentum for ending hunger
When your work is ending hunger, every visitor is a potential donor, and the site couldn't afford to lose them to confusion.
Action Against Hunger is a leading global humanitarian organization working to end hunger for everyone, for good. They came to IS to build a website that could turn first-time visitors into committed donors. This single web project grew into a multi-year partnership, that now includes a well-crafted sustained giving program. which now also includes marketing and fundraising support.
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. With 80% of website visitors arriving for the first time, credibility had to be established fast, and market research confirmed that once people understood the mission, they were ready and willing to act. What was missing wasn’t global recognition, it was U.S. awareness, and a site that could build it into a community of U.S.-based supporters passionate about fighting hunger.
What we did
- Analytics
- Content strategy
- Performance tracking
- SEO
- UX
- Visual design
- Website development
- Wordpress
#1
W3 Gold Award for General Websites & Nonprofits
1+
increase in competitive keywords ranked in top positions on Google/AI Overview
1%
increase YoY revenue post-launch
The focus
The reach, the impact, and the stories were already there. The missing piece was a site that could build trust quickly, point visitors toward action, and to get the word out as quickly as possible when a crisis and need for funding occurs.
Our strategy
We started by asking what a first-time visitor needed to believe before they’d give, and then we built from there.
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Centering community, preserving dignity. More than 95% of AAH's staff are from the communities they serve. That ethos needed to be visible across every page. We partnered closely to select photography, shape messaging, and present stories that reflect the dignity, resilience, and leadership of local communities, without sensationalizing suffering.
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Strengthening the global network. AAH's reach is international, and their digital presence should reinforce that. We extended the U.S. website system to power the Action Against Hunger Canada site and coordinate with other international sites on canonicalization and SEO, so AAH's properties work together in search instead of competing with one another.
Publishing at the speed of crisis. When a hunger emergency hits, timing determines the impact. The WordPress CMS empowers AAH's team to push urgent alerts and campaign asks quickly, ensuring critical updates reach audiences when they matter most. In addition to this, we added a new crisis alert feature and vertical video component to show boots on the groundwork.
The results
Post-launch, AAH saw a 20% year-over-year increase in revenue, and more than 100 competitive keywords now rank in top positions on Google. The W3 Awards also took notice, recognizing our work with a gold award for non-profit websites. Most importantly, our ongoing partnership helped AAH turn a high-traffic, high-skepticism environment into a fundraising engine, so the organization can meet urgency with urgency and bring more people into the work of ending hunger.
You’re an agency that can do everything we need. You have a lot of different areas of expertise. In our experience, you really supported us through considering every facet.
Action Against Hunger stakeholder
Project HOPE
