Fundraising Reimagined

For decades, the "meal ask" has been the cornerstone of rescue mission fundraising. It's familiar. It's effective. And for cultivation campaigns, it still resonates—especially with donors whose giving journey began with the promise of providing a warm meal.

But in a rapidly shifting donor landscape, what works for cultivation doesn't always work for acquisition. That's why, during the 2024 fall acquisition season, we partnered with one of our rescue mission clients to challenge the status quo.

The question: Could a message focused on life transformation—rather than just meals—attract new, higher-value donors?

We tested a "Beyond Meals” theme against the traditional meal-based appeal. The format stayed the same. The look and feel stayed the same. But the copy shifted: instead of focusing on the cost of a meal, the message highlighted the deeper, holistic work of rescue missions—shelter, recovery, job training, spiritual renewal.