30 days of recipes that change the world

In honor of IDEX’s 30th year, IDEX shared a recipe a day in November 2015 via blog/social media. Each recipe linked to IDEX grantees's work in the Global South to fight for food sovereignty and climate justice, or featured staff or other inspiring members of the IDEX community working for justice!

Each recipe shared was paired with a profile or story related to people's work, which culminated in the key ingredient in all these social change recipes on #GivingTuesday, December 1st – IDEX supporters!

CAMPAIGN OBJECTIVES

(1) Highlight 30 years of learning by IDEX that local leadership is the key ingredient in building transformative, long-lasting solutions in the Global South.
(2) Friend and fundraise.

HOW THE OBJECTIVES WERE ACHIEVED

Daily blogs which shared the recipe and the linked story were added each day to the IDEX website, and shared on social media and via IDEX's email list.

CAMPAIGN INNOVATIONS

People, food & social change - always a good combination! IDEX attempted to counter traditional means of depicting “those in need” as incapable and passively awaiting rescue by outsiders. This communications practice by many foundations and NGOs is not only inaccurate, it's prejudiced and ethically wrong. Instead, recipes enabled people in the U.S. to connect something fundamental to their daily lives - food - with the struggles, solutions, and triumphs of activists around the world that are organizing powerfully for the right to choose how their food is grown and how their environment and economies work.

CAMPAIGN IMPACT

Not only did people find the recipes and the stories engaging, they shared them widely. This built a sense of connection among the IDEX community and provided a vehicle for people to welcome new friends and family. Fundraising goals were met.

CAMPAIGN'S CHALLENGES

At the end of the year, there are many nonprofits competing for people's attention. We will continue to explore the complexities of building a movement around our mission through our outreach to U.S.-based audiences - to invest in the women, youth, and indigenous people who are finding solutions that ensure food sovereignty, alternative economies, and climate justice in Africa, Asia, and Latin America.

As a small organization, we realize that we are crafting an alternative narrative to the "traditional development" story created by Western NGOs, which goes something like this: "So-and-so person is poor or vulnerable. We [the organization] helps so-and-so. So-and-so is not poor anymore." Instead, we are asking ourselves with this campaign (and in our communications in general): How can we portray the realities of people’s lives, their struggles, their strengths, and outsiders' roles and mistakes in an impatient “silver bullet solutions” world?

CHALLENGES FACED BY THE DONOR

The biggest challenges we faced were recruiting and retaining individual donors.

LESSONS LEARNT

In hindsight, it would have been good to engage and provide content to more authors, websites, and publications beyond our own blog and social media channels, to further engage new audiences beyond our existing base. Also, in order to obtain more recipes from our partners in the Global South, we should have asked further in advance for their inputs. Also, IDEX needs to invest in better tools to understand online reach and engagement metrics.

DONATION AMOUNT (USD)

65000

WHY IS THIS BRAVE PHILANTHROPY

IDEX, through this campaign and in all of its work, challenges conventional, top-down philanthropy- the type where donors set agendas, fund their pet projects, and exist in ivory towers. This campaign, similar to all of IDEX's brave philanthropy, combined philanthropy with education, the issues we work on(food) with what people care about(food), and opened doors for meaningful conversations and action over cooking or dinner at the homes of everyday people.

COUNTRY

United States

CITY

San Francisco

WEBSITE

http://www.idex.org/30recipes

FACEBOOK PAGE

https://www.facebook.com/idex.org?ref=aymt_homepage_panel

TWITTER PAGE

https://twitter.com/IDEX