Everyone Needs to Eat

How strategic communications can help battle hunger

By Amber Hubert, Aarti Chandorkar, Rene Verma, and Sean Wherley

The struggle to stave off hunger in the U.S. persists as the COVID-19 crisis continues to affect the livelihoods of millions of families across the country. Lines outside food banks are growing longer every day, and there isn’t enough food getting to those most in need. Donations to food banks and pantries have significantly dropped since the COVID-19 crisis began and the inability of restaurants, grocery stores, corporations, and individuals to make the substantive contributions they were capable of before the crisis is causing the demand for food to spike while the supplies dwindle.

RALLY has been fortunate to help launch the WA Food Fund, a coordinated, statewide food relief fund designed to distribute food and supplies to the state’s largest food banks: Northwest Harvest, Food Lifeline, and Second Harvest. By securing statewide media coverage, orchestrating a targeted digital strategy, and designing a fundraising page powered by GoFundMe, RALLY — together with Washington Governor Jay Inslee and Philanthropy Northwest — amplified the fund, which has raised more than $8 million from individuals, corporations and foundations.

With the large number of donations received by the fund, the three agencies can purchase food at a greater volume at lower costs, effectively serving more food banks and stretching contributions even further.

It’s clear that battling hunger is going to be a moving target during these unprecedented times. With donor fatigue on the rise, oversaturated media coverage, and an anticipated peak in need around food assistance in August when the state’s rent moratorium and $600 weekly unemployment payments both end, how do we reinvigorate the public about combating food insecurity and keep the issue top of mind for individual, foundation, and corporate donors? Here’s what communications can bring to the table.

Show What’s at Stake

While our tactics must be flexible and nimble in the face of the evolving COVID-19 landscape, one thing is a constant: people are more engaged with an issue when they are shown the human impact and feel personally connected. We must combine education and storytelling with content that mirrors that experience and shows target audiences what is at stake in tangible ways.

Before the COVID-19 crisis, food banks across the country relied on nearly 2 million volunteers per month. Volunteer numbers have plummeted as many regular volunteers are in the higher-risk category and are staying home.

Identify New Angles

To hold the media’s interest, communications strategies must focus on identifying creative angles and community-based storytelling tactics to drive empathy and action. The continual data released around hunger is more likely to drive action if broken down in human terms that people resonate with. Illustrating the need to fight hunger and the long-term systemic and structural impacts of failing to address the food insecurity crisis is essential if we are to be successful.

Feeding America volunteers bagging groceries for families in need.

Prioritize Racial Equity

COVID-19 has magnified the racial inequities in our society that make it harder for our Black, Indigenous, and Latinx neighbors to stay fed and healthy. Campaigns that do not acknowledge the daily realities of communities of color and center the voices of these communities are out-of-touch. The economic impacts of the pandemic are extensive and fighting hunger is just one step toward recovering. If we focus on intersectionality and opening up pathways to reach new audiences and organizations, we can use communications to help drive equitable solutions to hunger.

Engage Different Audiences

With a need as universal as food, communications can provide different avenues for supporters at every level — corporate, philanthropic, or individual — to contribute. For example, Do-It-Yourself fundraising is an effective and creative way to empower individual supporters to contribute. You can make a difference in three easy steps:

• Head to GoFundMe’s website, click ‘Start a GoFundMe’ and follow the steps to sign up.
• Set a fundraising goal for a local food bank.
• Ask friends, families, and coworkers to contribute.

Over 110 print and online stories — as well as 126 broadcast pieces — have aired across the state about the WA Food Fund and the need for food assistance.

Corporate and philanthropic supporters can host a virtual roundtable with colleagues to learn more about the need for food security in their communities and what can be done to help. Additionally, anyone can use your social platforms to elevate information about funds such as the WA Food Fund or charities in your area to your friends, family, colleagues, and others in your network who might be interested in making a contribution.

No one should go hungry during the COVID-19 pandemic. We must continue filling support gaps in our communities to battle hunger and ensure every person can be nourished and healthy.

Thank you to our clients and partners who are on the frontlines supporting the communities most affected right now.

RALLY is an issue-driven communications firm | Certified force for good by B Corporation

Our team consists of experts in political, media, and digital strategy. Get inside our brain: click here to sign up for the official newsletter. Learn more at wearerally.com.