As part of its ongoing commitment to addressing local community needs, during the holiday season, Bank of America focused on the critical issue of hunger in communities across the country. This was accomplished by engaging customers and individuals to raise awareness and funds through the bank’s exclusive sponsorship of Feeding America’s Give a Meal™ campaign.
Feeding America is the nation’s leading domestic hunger relief charity, with more than 200 member food banks serving all 50 states. Donors who made a contribution were able to direct their gifts either to Feeding America or to an affiliated food bank of their choice. Local food banks will receive the lion’s share of the donations, with 68% of donations—and 90% of dollars—going to them.
Making Three Times the Difference
Thanks to the efficiency of Feeding America’s network, in which most of the food and grocery products are donated and much of the labor is volunteered, every $1 helps provide eight meals. This year, similar to last year, the impact was tripled. For every $1 given through the campaign, Bank of America donated an additional $2 to Feeding America or the local food bank—resulting in $1.5 million in funding to provide more than 26 million meals for the hungry. Bank of America made an initial contribution of $1 million to Feeding America bringing its total donations to $2.5 million.
The Give a Meal Holiday Campaign
The goal of the holiday campaign was to provide funding for meals to help feed the millions of Americans suffering from food insecurity. To achieve this, the campaign was deployed through a comprehensive public awareness effort leveraging Bank of America’s web site, online advertising, and social media—including an educational app.
To raise visibility and engagement, the campaign partnered with celebrity chef Rocco DiSpirito, and posted campaign information on a billboard in Times Square that reached 400,000 people a day. Said DiSpirito, “Where else can $1 buy 8 meals? Thanks to the way Feeding America works, donations have a powerful multiplier effect. I’m proud of what we were able to accomplish with the campaign.”
More than 85 nonprofits hosted over 300 events during the campaign, at which bank employees volunteered to sort and pack food. And as part of ongoing support for these organizations, in 2012, more than 10,000 employees contributed over nearly 60,000 volunteer hours to nonprofits serving critical needs. According to Bob Aiken, Feeding America’s CEO, “Bank of America employees significantly increased the collective impact of our efforts. Thanks to the amazing turnout of bank volunteers at food banks and other hunger events, we were able to distribute more food than ever before to local communities.”
Addressing a Critical Need
The need for hunger relief remains acute. Today, more than 50 million people in America—1 in 6—are hungry or experiencing limited access to safe, nutritional food. Of those, 17 million are children.
In recent years, Bank of America has intensified its focus on fighting hunger through a comprehensive approach including philanthropy to direct providers of hunger relief as well as longer term economic stability efforts, opportunities to raise visibility around hunger through collaborative efforts and programs like the holiday campaign which engage a broader audience, and employee volunteerism.
The need for hunger relief continues, and donations can still be made to Feeding America. To make a difference in the fight against hunger, visit feedingamerica.org.
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