Problem The Big Feed is a charity established in 2005 that donates to food-related causes through four grant programs and a community platform. While its mission is clear, the organization is currently facing the challenge of refining its positioning and building clarity around its donation model. It is uncertain whether their messaging resonates with potential donors, if the focus areas connect with the right audiences, and if the community platform feels engaging and trustworthy. Without sharper audience insights, their giving concept risks not inspiring the participation or long-term support they aim for.

What I’m Doing
I’m conducting in-depth user research that combines stakeholder interviews, donor surveys, user conversations, and desktop research. I’m currently evaluating whether their concept of giving aligns with donor motivations, how effectively their focus areas resonate with audiences, and how their community platform and messaging can better build trust and engagement. By the end of this project, the team will have clarity on their true target audiences, refined messaging for donation, and actionable insights on how to present their programs and platform for greater relevance and impact.