DATE
10/16/2025
Nourishing the Future of Food Systems
A Madison-based nonprofit building a sustainable regional food system by connecting local producers to consumers.
Nonprofit
Campaign Management
Digital Marketing Execution
Website Development & Management
Email & Website Integrations
Project Management
Services
Campaign Management
Category
Nonprofit
Client
REAP Food Group
Analysis
The opportunity was not awareness. It was strengthening the structure behind fundraising efforts.
REAP Food Group had an engaged audience, a strong mission, and an active communications presence. However, their digital fundraising efforts were spread across multiple platforms and channels that were not fully aligned into a single, coordinated campaign structure.
At the same time, the organization was navigating a transition in marketing support, which created an opportunity to provide additional strategic and execution support during a critical fundraising period.
As a result:
Email communications were not segmented and were focused primarily on event promotion
The donation experience was somewhat disconnected from the main website experience
There was no centralized campaign structure guiding supporters from awareness to donation
The opportunity was not building awareness.
It was aligning existing communications, platforms, and messaging into a structured fundraising system.
To support this effort, the campaign was restructured into a coordinated, multi-channel approach designed to guide supporters from initial engagement through donation.
Problem
REAP Food Group needed to close a significant year-end funding gap under tight time constraints.
Previous efforts lacked:
Segmented communication strategies
A clear donor journey
Conversion-focused digital infrastructure
Donors were engaged but not consistently converting, and there was no system in place to re-engage lapsed supporters or guide new audiences toward donation.
The organization needed a campaign that could deliver immediate results while also establishing a more repeatable and structured approach to fundraising.
Solution
Adapt designed and executed a system-based fundraising campaign that aligned messaging, channels, and timing.
The campaign was structured in phases to guide users from awareness to urgency and final conversion, ensuring consistent momentum throughout the campaign period.
Campaign Infrastructure
Developed a dedicated landing page focused on impact and donation conversion
Introduced website pop-ups and stronger calls to action
Created a centralized campaign structure connecting ads, email, and web experience
Email Strategy
Segmented audiences into current donors, previous donors, and event attendees
Delivered 50 tailored emails aligned with campaign phases
Shifted messaging from general updates to action-driven communication focused on urgency and impact
Paid Media
Launched geographically targeted Meta campaigns to expand reach within the local community
Prioritized video and short-form creative, with reels emerging as top-performing assets
Continuously adjusted campaigns based on performance
Execution System
Managed 81 total assets across channels using a centralized system in Monday.com
Maintained alignment through weekly check-ins, allowing for rapid iteration and refinement
Ensured consistency across all channels through a shared content calendar and campaign documentation
Differentiation
This campaign was not built around individual tactics. It was built as a connected system.
Many nonprofit campaigns rely on isolated efforts, such as email blasts or social media posts, without aligning them into a cohesive donor journey. This approach often limits conversion.
In contrast, this campaign ensured that:
Messaging was consistent across all channels
Each touchpoint reinforced the next
The entire system was designed to be repeatable
Adapt’s ability to deliver this was driven by:
Strategic planning combined with execution at scale
Strong operational systems to manage high-volume output
Experience working with nonprofits and understanding donor behavior
The ability to move quickly without sacrificing structure
