March 5-6, 2019

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The Role of Segmentation in the Fight to End World Hunger

Rise Against Hunger recognized three strategic constituencies: volunteers, corporate decision makers and donors. While general information about these groups was known, Rise Against Hunger desired to go deeper, to understand their constituencies’ behaviors and drive for engagement. Research insights would allow for more effective communications and guide marketing and outreach strategies to increase engagement and financial support.

Rise Against Hunger engaged W5 to conduct comprehensive audience segmentation research focused on discovery of strategic segments and uncovering actionable information with which to identify and engage distinct groups.

Recognizing the importance of buy-in, W5 conducted in-depth interviews with key Rise Against Hunger stakeholders to ensure all current perspectives were incorporated into the exploration. Next, W5 conducted a quantitative online survey with Rise Against Hunger audience members. W5 developed five distinct Rise Against Hunger segments defined by their motivations towards charitable causes, attitudes around their engagement, their shared values and lifestyle/life stage commonalities.

This presentation will discuss strategic audience segmentations that can provide cross-channel marketing and operational focus, ways the application of proven corporate market research best practices can 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 the marketing strategies Rise Against Hunger has created following the research that resonates 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 million 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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