Doubling Sustainer Growth at the Food Bank of Central & Eastern North Carolina: Smart Segmentation + Urgent Messaging

Federal funding cuts put immediate pressure on the Food Bank of Central & Eastern North Carolina (FBCENC) to close a widening resource gap. Allegiance Group + Pursuant (AGP) stepped in with a fast-moving sustainer campaign designed to convert warm audiences into recurring monthly supporters at scale.

The Situation

With heightened demand and shrinking government support, FBCENC needed a steady, predictable source of revenue to keep shelves stocked. Their goal: secure a surge of new monthly donors who could fuel consistent impact well into the future. 

The Work

AGP deployed a high-urgency, data-led campaign that delivered the right message to the right audience at the right time.

Deliverables

• Paid Social campaigns (Facebook & Instagram) retargeting previous donors
  
• GivingDNA political segmentation to tune tone and urgency:
  • Harder “cuts-based” messages to Democratic-leaning donors
  • Softer “funding update” messages to Republican and Unaffiliated donors
    
• Email outreach to recent one-time donors (0–12 months)

The Results

• New Monthly Sustainers more than doubled YoY
• Monthly Sustainer Revenue more than tripled YoY
• Segmented messaging boosted conversions across political audiences
• Multi-channel synergy amplified urgency and response