March 5-6, 2019

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The Role of Segmentation in the Fight to End World Hunger

Room 4 | 4:15-4:45 | Tuesday, March 5, 2019

We were all taught the 4 Ps of marketing. But what about the 5th? Purpose. On a mission to end world hunger by 2030, Rise Against Hunger partnered with W5 to conduct comprehensive Audience Segmentation Research. Our purpose was to uncover actionable insights to inform effective communications and guide marketing and outreach strategies to help Rise Against Hunger increase engagement and financial support.

This presentation will discuss strategic audience segments to provide cross-channel marketing and operational focus, methods to apply proven corporate market research best practices to guide a global nonprofit’s marketing and outreach and how to conduct consumer insights work for broad and meaningful application that helps others. The presentation will also showcase marketing strategies Rise Against Hunger has created following the research to resonate with newly defined audiences.

Rise Against Hunger’s brand story: Rise Against Hunger, an international hunger relief organization, aims to show the world that it is, in fact, possible to end hunger by the year 2030. With 25 U.S. locations and five international offices, the organization is committed to nourishing lives, providing emergency aid, empowering communities and growing the hunger movement. Rise Against Hunger has facilitated meal packaging of more than 412,247,096 meals to be distributed to 74 countries around the world.

Presentation type:

  • Case Study Presentation

Subjects covered:

  • Business-to-business research
  • Customer experience
  • Storytelling/data interpretation
  • Global/international research


  1. Define strategic segments that allow for cross-channel marketing and operational focus.
  2. Apply proven corporate market research best practices to guide a global nonprofit’s marketing and outreach.
  3. Conduct consumer insights work with broad and meaningful application that helps others in the world.


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