AFC KS Image.jpg

Appetite for Change

AFC KS Image.jpg

Appetite for Change

Committed to using food as a vehicle for social change, Appetite for Change hired me to run their Kickstarter campaign to raise money to develop their youth leadership program, which was designed to connect young people to food in North Minneapolis.

  • Campaign raised over 120% of our $50k goal through the support of 352 backers
     
  • Achieved 100% funded with four days left in the campaign
     
  • Directed, produced, shot, and edited three videos for the campaign, including Gavin Kaysen, the nationally acclaimed Executive Chef and Owner of Spoon and Stable

 

Backstory

Located in North Minneapolis, this non-profit provided an opportunity to help foster community in the city I grew up in. The motive behind the Kickstarter campaign was to raise money to develop their youth leadership program, which was designed to help connect young people to food in North Minneapolis. They accomplish this through maintaining a number of community gardens, by teaching culinary skills at Kindred Kitchen, through hosting community meals at Breaking Bread Cafe, and by catering neighborhood events.

STRATEGIC APPROACH

With a coalition of top local chefs supporting the campaign, I devised a plan to include several of them in our pitch video to help bring name recognition to the project and to tap into their specific audiences, while also showcasing the passion of the youth leaders who were already involved with the group. Striking this balance was essential to the success of the campaign because it allowed us to gain the awareness of a variety of different communities who came together to support this project through a coordinated email, social media, and web campaign. I also created a series of supplementary videos to give more detail into why specific chefs were supporting the campaign, and to highlight the work the youth group was already doing on a regular basis.