Ozarks Food Harvest’s communication strategy in response to COVID-19 was expensive, flexible and timely. As the pandemic evolved and changed, we shifted our strategy as needed. Each of these pieces was created to communicate the urgency of the situation. We needed donations, and we needed them as quickly as possible to help thousands of families who were affected by the pandemic.
Donor Ask Letter
I wrote a letter to our donors to encourage them to give a gift to The Food Bank. The letter communicates the urgent need that we were trying to fill.
I created a COVID-19 response page for our website. Here, those interested could find updates about how The Food Bank was continuing to serve families, read testimonials, and find food assistance. The page also features a thank you to all of our larger donors. A link to this page was featured in a lightbox and several other place on our homepage during the first few months of the pandemic so users could easily navigate to it.
Social media response
We developed two campaigns for our response: 1 Million Meals in 90 Days and #OzarksStrong. The 1 Million Meals campaign ran during the first three months of the pandemic, and the #OzarksStrong campaign continued thereafter.
Our response on social media was swift and strategic. I developed a content plan that included progress updates, donation asks, and donor thank you’s.
To keep donors, volunteers and other individuals updated on our latest COVID-19 response, we sent email updates. These emails contained important information about our progress and included an ask for donations. We sent these emails out weekly in the beginning of the pandemic and transitioned into fewer updates as the pandemic became more “normal.”
I wrote a press release to inform our media contacts about Ozarks Food Harvest’s response efforts.
Ozarks Food Harvest launches multi-faceted response to COVID-19