End Summer Hunger Campaign
The
Endless Summer page is mostly an image with limited text which conveys a
simplistic and effective message that is easily understood by the audience.
This image (three children holding what seem to be carrots - with gracious
smiles) shows the impact of giving food on children’s lives. A simple message
is supported here through imagery and sets the stance taken by the program
towards feeding the youth.
There
are two different links on this promotional page, one saying “SIGN UP FOR
FOODBANK ENEWS” and the other simply saying “DONATE”. Both of these links offer
different options for the audience to respond or become involved, resulting in
different experiences. Food Bank understands that people will respond in one of
two ways: “I want to know more because I care,” or “I’ll give you my money so
you can go away.” By signing up for Food Bank e-news, people can receive
information regarding upcoming events and be involved with the organization for
an extended period of time, offering an in depth experience. On the other hand,
by donating, people can accomplish a feel
good experience and know that they have contributed to an organization without
forfeiting much time.
Fork and Cork Flyers
Why
are there two different flyers one for online visitors and one for foot traffic
on the street? There are two different flyers used to attract and appeal to two
different potential audiences. One for online visitors (Flyer1) and the other
for foot traffic (Flyer2). Flyer1 and Flyer2 have many similarities and
differences. Flyer1 does not have a diagram/picture unlike Flyer2. The
diagram/picture, a geometrical shaped object, with multiple colors, in Flyer2
does not send a clear message about the event and is confusing as a reader.
Both
flyers have a simplistic black and white text which makes them easy to read.
The black and white colors match the elegance and class of the event,
foreshadowing the theme and taking a formal stance. Both texts have a direct
way of conveying the event details. The descriptions about the event are easy
to read and similar. Also in both, numbers are used to replace words drawing
attention to the massive reach/impact this fundraiser will have.
Flyer1
is more appealing to affluent individuals who will be searching online in a
philanthropic vibe and enjoy the preface of the ambiance for the evening to
come. Flyer2 is more appealing to passer by’s who might be attracted by the
participants and need convincing of what food and wine will be offered,
ensuring their investment is worthy. Where Flyer1 gives a description of the
event in additional text, on the side of the flyer, Flyer2 lists a description
of the participants, companies involved.
There
were also subtle differences between Flyer1 and Flyer2 that lead me to believe
they were composed by different authors. Flyer2 left out the details about time
and Flyer1 does not mention that it is the 2nd annual event. Another
highlight is how many non-profits will benefit from the fundraiser, 300 on
Flyer1 and 330 on Flyer2. This increase supports two theories: that there were
different authors or there was an increase in beneficiaries.
Donation Page
The
Food Bank of Santa Barbara’s Donation page stands for educating the community
on healthy nutrition by selecting specific words. The header reads, “From
Hunger to Health” which is implying that not only will a donation contribute to
feeding people, but it will contribute to educating people about eating well,
healthily. The language used throughout the page argues that educating the
hungry about healthy eating is as important as feeding the hungry healthy food.
This is a strong stance taken by the Food Bank on “health literacy”, as they put
it, for the seniors and youth of their community. Supporting phrases such as:
“healthy future”, “foster greater knowledge of health and nutrition”, “whole
foods approach”, “fun and nutritious summer”, and “healthy lifestyle” are all
promoting this stance.
A
list of the key programs offered by the Food bank are listed with a description
of each program offering insight into how a donation would be spent, securing
confidence in a donor. By providing this information, the Food Bank shows how
that it is targeting all demographics of the community: youth, teens, and
adults. This demonstrates that they aim to educate everyone about healthy
eating.
The application
process to give money is not much of a process at all, allowing for
convenience. Simply, select how much you wish to give, fill out your personal
information, and select how you want to pay. The process for donating is very
easy and therefore inviting for visitors to give. People would be less likely
to give if the page was difficult to navigate. One option is offered for
donation, that being payment with a credit/debit card. There is $50, $100,
$150, $200, $250 increments for pre-selected amounts to contribute along with
an “other” tap. Providing these automated tabs for donating support the convenience
argument made on this page.
