--- title: Food banks, hospitals see increase in online donations during COVID-19 description: Many of our food bank and hospital clients are seeing sharp rises in online donations as COVID-19 progresses. image: https://blog.rkdgroup.com/hubfs/210111-RKD-Food-banks%2c-hospitals-see-increase-in-online-donations-during-COVID-19-Doodle-v2.jpg --- [![](https://blog.rkdgroup.com/hs-fs/hubfs/210111-RKD-Groupthinkers-Rebranded-Logo-Blog-png.png?width=157&name=210111-RKD-Groupthinkers-Rebranded-Logo-Blog-png.png)](https://blog.rkdgroup.com) - [Solutions](https://rkdgroup.com/services/) - [Mid-Level Giving](https://rkdgroup.com/services/mid-level-giving/) - [Monthly Giving](https://rkdgroup.com/services/monthly-giving/) - [Lapsed Giving](https://rkdgroup.com/services/lapsed-giving/) - [Personalization](https://rkdgroup.com/services/personalization/) - [Connectors](https://rkdgroup.com/services/connectors/) - [Machine Learning](https://rkdgroup.com/services/machine-learning/) - [Marketing + Fundraising](https://rkdgroup.com/services/marketing-fundraising/) - [Audience Development](https://rkdgroup.com/services/audience-development/) - [Creative Services](https://rkdgroup.com/services/creative-services/) - [Data Management](https://rkdgroup.com/services/data-management/) - [Strategic Planning](https://rkdgroup.com/services/strategic-planning/) - [Analytics](https://rkdgroup.com/services/analytics/) - [Causes](https://rkdgroup.com/causes/) - [Animal Care](https://rkdgroup.com/causes/animal-care/) - [Food Banks](https://rkdgroup.com/causes/food-banks/) - [Health + Hospitals](https://rkdgroup.com/causes/health-hospitals/) - [Humanitarian](https://rkdgroup.com/causes/humanitarian/) - [Missions](https://rkdgroup.com/causes/missions/) - [Salvation Army](https://rkdgroup.com/causes/the-salvation-army/) - [Results](https://rkdgroup.com/results/) - [Acquisition](https://rkdgroup.com/results?cat=acquisition) - [Digital](https://rkdgroup.com/results?cat=digital) - [Mid-Major Programs](https://rkdgroup.com/results?cat=mid-major-programs) - [Advanced Analytics](https://rkdgroup.com/results?cat=advanced-analytics) - [Direct Mail](https://rkdgroup.com/results?cat=direct-mail) - [Multichannel Strategy](https://rkdgroup.com/results?cat=multichannel-strategy) - [Data Management](https://rkdgroup.com/results?cat=data-management) - [Media](https://rkdgroup.com/results?cat=media) - [Website Development](https://rkdgroup.com/results?cat=website-development) - [Resources](https://rkdgroup.com/insights/) - [Blog](https://blog.rkdgroup.com/) - [Benchmarks](https://info.rkdgroup.com/benchmarks) - [Webinars](https://info.rkdgroup.com/webinars) - [Ebooks + Research](https://info.rkdgroup.com/ebooks-research) - [Podcast](https://info.rkdgroup.com/group-thinkers-nonprofit-marketing-podcast) - [Field Guides](https://info.rkdgroup.com/field-guides) - [About Us](https://rkdgroup.com/about/) - [Leadership](https://rkdgroup.com/about/leadership/) - [Careers](https://rkdgroup.com/about/careers/) - [Let's Chat](https://rkdgroup.com/lets-chat/) #### Subscribe to our blog ### Subscribe to Email Updates ## Featured Post   [RKD Group](https://blog.rkdgroup.com/author/rkd-group) ## [What happens when a 'long shot' becomes the leader? | Susan Blouch, Lebanon Rescue Mission](https://blog.rkdgroup.com/what-happens-when-a-long-shot-becomes-the-leader-susan-blouch-lebanon-rescue-mission) “They are never going to give this job to a woman,” a friend told Susan Blouch. 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A third person (or maybe no one\[...\] [Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [SEO](https://blog.rkdgroup.com/topic/seo) [Digital Media](https://blog.rkdgroup.com/topic/digital-media) [Social Media](https://blog.rkdgroup.com/topic/social-media) [Data & Analytics](https://blog.rkdgroup.com/topic/data-analytics) [Read More](https://blog.rkdgroup.com/why-nonprofits-must-unite-seo-social-and-paid-media-in-one-strategy) ## Recent Posts [Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [COVID-19](https://blog.rkdgroup.com/topic/covid-19) [Food Banks](https://blog.rkdgroup.com/topic/food-banks) # Food banks, hospitals see increase in online donations during COVID-19 By [RKD Group](https://blog.rkdgroup.com/author/rkd-group) It’s been a few weeks since COVID-19 took the U.S. by storm. And as we all begin to settle in to our “new normal,” we’ve also had time to [adjust our digital fundraising](https://blog.rkdgroup.com/coronavirus-and-fundraising-adjusting-your-digital-advertising-strategy/) and messaging strategies. We’ve published resources that discuss the best ways to [reach donors](https://blog.rkdgroup.com/how-should-nonprofits-handle-fundraising-during-coronavirus-pandemic/), raise funds and prepare for economic distress. What we haven’t been able to discuss is results. Until now. With a few weeks of data under our belts, it’s time to share some positivity. Many of our food bank and hospital clients are seeing a sharp rise in donations! And although it’s due to unfortunate circumstances, spontaneous giving always deserves to be celebrated. Let’s break down some of the amazing results our clients are seeing across their digital campaigns and the creative messaging that got them there. ### RECORD-BREAKING ONLINE DONATIONS For 15 of our food bank clients, online donations totaled more than $10.3 million from March 12 to March 31. During that same time period in 2019, online donations only totaled $803,453. That’s a 1,187% increase. One word: Wow. And the donations are still flowing in. People are seeing a need in their communities and looking for ways to fill it. As the situation began to unfold, we updated email messaging and creative to help clients share their need with the local community. Here are just a few of the success stories we’ve seen with our clients: ### FOOD BANK FOR NEW YORK CITY Sitting in what is now considered the epicenter for the U.S. COVID-19 pandemic, Food Bank for New York City has seen incredible community response. As of March 25, their daily donation average is over $100,000. Between March 12 and March 31, the food bank has seen a 4,458% increase in online giving compared to last year during this time. ![FBNY_lightbox-1](https://blog.rkdgroup.com/hs-fs/hubfs/FBNY_lightbox-1.png?width=1121&name=FBNY_lightbox-1.png) ### UTAH FOOD BANK Utah Food Bank sent out a clear, concise email with urgent messaging to their entire email file as part of a larger online strategy. As of March 25, the email raised five times more than their traditional email response. Between March 12 and 31 and their total online giving has grown by 1,557% year over year. ![UFBUT_email02](https://blog.rkdgroup.com/hs-fs/hubfs/UFBUT_email02.png?width=447&name=UFBUT_email02.png)   ### CONNECTICUT FOOD BANK Connecticut Food Bank deployed a similar email with updated messaging relevant to their situation. Between March 12-31, total online giving has increased by 2,923% year over year. ### BRIGHAM AND WOMEN’S HOSPITAL Brigham and Women’s Hospital is on the front lines battling COVID-19 in the New England region. A heavy social media presence paired with two emails leveraging simple, urgent messaging has grown their online donations by almost 940% year over year. ![Finding the right approach to creative-1](https://blog.rkdgroup.com/hs-fs/hubfs/Finding%20the%20right%20approach%20to%20creative-1.png?width=505&name=Finding%20the%20right%20approach%20to%20creative-1.png) ### DON’T LET EARLY RESULTS PULL YOU BACK This is the common message across all the [resources](https://rkdgroup.com/covid19-fundraising-marketing-resources/) we’ve shared lately. Now is not the time to pull back on fundraising, even if your organization is seeing encouraging results like these. Make sure you can track donors who are giving to coronavirus efforts. Many of these will likely be new donors. You’ll want to speak differently to these new donors as this situation plays out. With social distancing recommendations now lasting through April 30 at least, your organization will likely see increased need. [It’s not insensitive](https://blog.rkdgroup.com/is-fundraising-insensitive-during-a-time-of-crisis/) to reach out and communicate that need with these donors and ask again. We’re all finding our way through fundraising during a global pandemic. Ask donors to stand with you for the long haul – you may be surprised to see how many are willing to do so. ### [Is fundraising insensitive during a time of crisis?](https://blog.rkdgroup.com/is-fundraising-insensitive-during-a-time-of-crisis/) ### [FAQ: Digital fundraising during COVID-19](https://blog.rkdgroup.com/faq-digital-fundraising-during-covid-19/) ### [How to handle emergency appeals during the coronavirus pandemic](https://blog.rkdgroup.com/how-to-handle-emergency-appeals-during-the-coronavirus-pandemic/) ### [COVID-19 Fundraising + Marketing Resources](https://rkdgroup.com/covid19-fundraising-marketing-resources/)   ### [RKD Group](https://blog.rkdgroup.com/author/rkd-group) RKD Group is North America's leading fundraising and marketing services provider to hundreds of nonprofit organizations, including hospitals, social service, disease research, animal welfare, rescue missions, and faith-based charities. RKD Group’s omnichannel approach leverages technology, advanced data science and award-winning strategic and creative leadership to accelerate net revenue growth, build long-term donor relationships and drive online and offline engagements and donations. With a growing team of professionals, RKD Group creates breakthroughs never thought possible. 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