Appetite for Change
Appetite for Change is committed to using food as a vehicle for social change. Bringing people together around food is their primary way to build community for creating social, racial and economic justice and change. I was hired on to run their Kickstarter campaign with the goal of raising money to develop their youth leadership program, which was designed to help connect young people to food in North Minneapolis.
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.
In total we raised over 120% of our $50k goal through the support of 352 backers.