OBJECTIVE: To increase awareness of the importance of milk donations to The Milk Bank and encourage more individuals to donate milk.
CHALLENGE: The Milk Bank was facing a shortage of donated milk during the infant formula shortage, and Hannah Krafka recognized the need to encourage more individuals to donate. The challenge was to raise awareness of the importance of milk donations and to encourage people to donate, especially during the pandemic.
SOLUTION:
Hannah Krafka leveraged her experience in public relations to coordinate multiple donations of milk and create a user-generated content campaign for The Milk Bank. She created a TikTok video about the donation process, which was shared on social media platforms as part of a paid media campaign. Additionally, she launched a peer-to-peer fundraising campaign to cover the cost of processing donated milk.
RESULTS:
Hannah Krafka’s efforts helped raise awareness of the importance of milk donations to The Milk Bank, resulting in an increase in donations. The social media campaign, including the TikTok video, helped raise the profile of the organization, and her peer-to-peer fundraising campaign helped cover the cost of processing donated milk. As a result, The Milk Bank was able to provide more milk to infants in need during the formula shortage. Hannah’s efforts also helped build a stronger relationship between The Milk Bank and the community, resulting in increased support for the organization.
