Today, hunger is preventable. Yet two million children die every year from malnutrition.
As one of the world’s highest-rated nonprofits, Action Against Hunger is leading the global movement to end hunger. Since 1979, their work on the front lines has helped reduce the world’s proportion of undernourished people by 50%. Last year alone, Action Against Hunger reached more than 24 million people in over 50 countries with life-saving support.
But, while Action Against Hunger’s work is well-known in many international markets, awareness among American audiences is low.
To address this, it was critical to create a new website that builds U.S. awareness about the global hunger crisis — and more importantly, builds a community of supporters passionate about fighting hunger. Ultimately, this work will help save lives and create a world free from hunger for everyone, for good.
Action Against Hunger joined forces with Interactive Strategies, a D.C.-based, award-winning digital agency, to redesign and launch their U.S. website. The organization’s previous site was over a decade old with thousands of legacy pages. Moreover, the site did not represent Action Against Hunger’s impressive track record as the global authority on hunger.
From the start, our work was guided by research, which revealed an important insight: once people get to know Action Against Hunger, the more they want to support their work and donate to the cause. This discovery made our next steps clear.
Our task was to quickly and succinctly introduce Action Against Hunger to site visitors by providing a clear understanding of what Action Against Hunger does, why that work matters, and how supporters can make an impact.
To guide this work, we met with stakeholders across the organization—from leadership and marketing teams to regional offices and on-the-ground staff. We aligned our project goals and gained the insight we needed to develop the website strategy:
Balance Hope & Urgency
The new website messaging carefully balances the urgent need for action and the real hope that Action Against Hunger’s groundbreaking solutions provide.
Extend Action Against Hunger’s Reach
We leveraged keyword research to bring Action Against Hunger’s message to new audiences in the U.S. Our keyword research revealed a high search volume for global hunger-related queries. So, we created new content and optimized existing content for search engines—connecting users with trustworthy information about the hunger crisis and clear pathways to make an impact.
Communicate with Inclusivity, Respect & Integrity
More than 95% of Action Against Hunger’s staff come from the communities they serve. These communities are instrumental in creating and sustaining positive change. Through inclusive and thoughtful photography, videos, and messaging, we tell Action Against Hunger’s story and the story of the people and communities they serve with integrity and respect.
Make Engagement Easy & Urgent
From crisis alerts to clear opportunities to donate or spread the word, the site makes it easy for visitors to understand where support is needed most —and to quickly join the movement to fight global hunger.
Embody the Brand
From a site navigation that clearly communicates the who, what, and why—to immersive animation effects that embody the organization’s bold, innovative spirit—we took special care to tell a clear and impactful story and to create a seamless, accessible experience for their audiences.
Time was of the essence as we translated the strategy into design, content creation, development, and content entry. The site’s CMS was nearing its end of life, and it was critical to get a new site up and running before year-end—Action Against Hunger’s most important time for fundraising.
Action Against Hunger’s small but mighty marketing team partnered with Interactive Strategies to launch the new site into the world in October of 2022.
Though we are still early in the new site’s lifecycle, we are already seeing several positive success measures:
3% increase in conversion rate on the Action Against Hunger donate page.
36% increase in users, 38% increase in unique pageviews and 2.17% increase in time on page for new site vs similar time frame with old site
152% increase in landing page conversion rate in social advertising between September (old site) and November (new site)
The Action Against Hunger site now ranks #1 in Google search results for “World Hunger.”
Current donors have shared very positive feedback about the new website experience.
The Action Against Hunger team hit their 2022 revenue goal, despite launching a new site right before end-of-year giving season. This speaks to a smooth launch and transition.
While many site redesigns cause a temporary dip in organic search traffic, Action Against Hunger’s organic search traffic levels have not seen any significant negative impact from the relaunch to date.
Action Against Hunger is receiving more media inquiries than ever before – another sign that the organization’s online presence is expanding.
The team created a modern, well-performing site that extends Action Against Hunger’s reach, engages their audiences, and supports their life-saving work.
