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How Feed My People Expanded Its Reach Through Community-Focused Storytelling

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Industry

Nonprofit/Charity

Goals

Feed My People sought to increase awareness of its mission and impact in the St. Louis community while educating audiences about the organization’s programs, events, and the people it serves. The campaign was also designed to support fundraising and community engagement, including promoting sponsorship opportunities for its annual Golf Tournament and building awareness for events such as the Chef’s Challenge.

Results

Feed My People generated 386,403 in total campaign reach and 3,104 engagements, nearly doubling its original projected reach of approximately 200,000. The campaign connected the organization with community-minded readers, potential donors and volunteers, and local business leaders throughout the St. Louis region.

Key Product

Integrated Campaign

386,403
Total Campaign Reach
3,104
Total Engagements
228,148
Branded Content Reach
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The Solution

Building Awareness Around a Mission That Matters

Feed My People partnered with St. Louis Magazine on a multi-channel campaign running from June through December 2025, designed to increase awareness of the organization while giving audiences multiple ways to learn about and support its mission.

The campaign allowed Feed My People to maintain visibility while shifting its messaging around timely initiatives throughout the year. Creative promoted opportunities ranging from the Chef’s Challenge and annual Golf Tournament to thrift-store shopping and sponsorship opportunities, helping audiences understand that there are multiple ways to support Feed My People and its work in the community.

A key part of the strategy was the branded content feature, Feed My People Spreads Holiday Hope. The article highlighted Feed My People’s Giving Tree and Adopt-A-Family programs and showing how community support helps local families during the holiday season.

The feature generated 762 article pageviews and was supported by a promotional campaign that delivered 228,148 in total reach across newsletters, social media, website placements, and a run-of-site impression campaign.

How The Story Reached St. Louis

Feed My People used its advertising campaign to connect its mission with audiences across St. Louis Magazine's digital platforms.

Feed My People maintained consistent visibility through 10 newsletter sponsorships, a four-month run-of-site website impression campaign, social media promotion and a branded content article.

The campaign also demonstrated strong audience response. Feed My People’s July 7 and July 9 Business newsletter placements outperformed the newsletter’s average presenting sponsor click rate, indicating that its messaging resonated with readers.

  • 108,553 Total Newsletter Reach

  • 4,022 Total Social Reach

  • 45,680 Total Website Impressions Met

  • 228,148 Branded Content Total Reach 

The Impact

The strength of the Feed My People campaign came from balancing consistent brand awareness with timely opportunities for action.

Rather than focusing on a single fundraiser or message, the campaign introduced audiences to different facets of the organization throughout the year—from events and sponsorships to its thrift stores and holiday giving programs. This helped Feed My People communicate the broader scope of its work while creating multiple entry points for donors, volunteers, sponsors, shoppers, and community supporters.

Most importantly, the campaign nearly doubled its original projected reach, generating more than 386,000 in total reach and 3,100 engagements. Strong newsletter performance provided an additional signal that Feed My People’s messaging connected with audiences when they were given opportunities to learn more and take action.

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