Brief Explanation

For most charities the problem is how to raise more donations. But for The Hunger Project, the need was for more donors. The Hunger Project Australia raises most of its revenue from less than 30 people. A core strategy is to broaden the base of people who donate, and make it less dependent on the few. But how to increase the number of donors in cluttered category and with a low profile? Most charities aim to get people to care enough about a cause that they want to donate. However, for most Australians it’s near impossible to imagine what it’s like to be hungry. Really hungry. The kind of hunger that 805 million people worldwide struggle with every day. We needed to find a different way to get people to care. We recognized that we could create empathy by highlighting the gap between the first world problem of getting a table at a top restaurant, and the real-world problem of getting food to put on the table. And so, w¬e created A Table To End Hunger. We worked with 125 top restaurants in six countries to auction off the most hard-to-get tables on the most sought-after day - Valentines Day. Raising money at the same time as bringing attention to the challenges faced everyday by those less fortunate. The campaign is in its third year and has doubled in size each year. It has grown from an Australia-only campaign, to now run in seven countries. It has raised donations that will help to impact more than 200,000 lives in developing countries at an ROI of $1.92 for every dollar spent. It has helped The Hunger Project cut through a super competitive market generating $9,600,000 of media value.