Cover Story: Filling the Void
Faced with declining donations of both food and money, the Food Bank For New York City relies on hard-to-swallow statistics to rally supporters in its effort to bring wholesome food to struggling New Yorkers.
For the Robin Hood matching-gift challenge, for example, the external relations department contacted news sources like The Associated Press, which publicized the challenge through its wire service. The story was picked up and disseminated via other news sources like Crain’s New York Business and The New York Observer. Boroff’s department also enlisted the organization’s two celebrity board members, actor Stanley Tucci and chef/author Mario Batali, for radio and TV appearances.
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