How World Food Program USA Reduced Donor Acquisition Costs by 75% on TikTok

Description

World Food Program USA is reshaping its donor acquisition strategy by using TikTok to reach younger generations that historically were not part of its supporter base. As the organization works toward its goal of raising $500 million annually by 2030, TikTok has emerged as a major growth lever, delivering more than 10,000 new donors in just two years. Their most pivotal moment came in early 2024, when content drove new donor acquisition at costs dramatically lower than any other channel.Senior Manager of Digital Advertising Steve Hassey shares how his team dropped cost per acquisition to under $20 during peak periods, compared to the $90 average they typically see on other platforms. By pairing TikTok-native creative (including UGC and TikTok Creative Challenge) with test-and-learn audience strategies and long-term donor cultivation tactics, WFP ensures younger Gen Z and Millennial donors convert and begin long-term relationships with the organization.What You’ll Learn in This Episode:How TikTok helped World Food Program USA expand beyond a 50–70-year-old donor base and reach Gen Z and MillennialsThe significance of achieving sub-$20 acquisition costsHow UGC and TikTok Creative Challenge accelerated content creation that felt authentic and mission-alignedThe strategic retargeting and cultivation system used to convert first-time donors into long-term supportersHow TikTok contributed to adding 10,000+ new donors in two years, supporting WFP USA’s path toward its $500M annual fundraising goal—This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.