In 2008, after 30 years of fighting hunger as America’s Second Harvest, a new leadership team at the Chicago-based network of 203 food banks conducted thorough research that resulted in rebranding the organization as Feeding America.
Bold marketing moves backed by deep analysis and the recession,which, ironically, raised the profile of hunger in America, have combined to make Feeding America one of corporate America’s most sought-after nonprofit partners. It’s difficult to keep track of the numerous new and renewed corporate partnerships the group has inked in the last two years.To cite just a few examples:
The Pound for Pound Challenge links GeneralMills’donation of a pound of food to Feeding America for each pound fans of NBC’s hit show“The Biggest Loser”pledge to lose.This year, the multimedia,multibrand campaign has garnered nearly 6million pounds of donated food.
Feeding America is one of the top beneficiaries ofWalmart’s recently announced $2 billion Fighting Hunger Together initiative.
Kraft Foods invested in college bowl game naming rights to create the“Kraft Fights Hunger Bowl,”part of a broader programwith Feeding America kicking off this fall.
The number of stores in Feeding America’s retail donation programnearly doubled in 2009, collecting almost 200million pounds of food.
Investing in resources that create value for corporate partners is one reason for Feeding America’s success.For example, its Entertainment Council, chaired by actor David Arquette, spurs coverage of the group’s causemarketing by engaging top celebrities.