Cover Story: Filling the Void

Food Bank For New York City is in the process of expanding its social-networking and Web 2.0 presence to cultivate relationships with new and existing supporters in the forums where they already are engaged and that provide a personalized, interactive environment to connect to the organization.

The organization created a Facebook Causes page about a year ago, initially reaching out to existing supporters and asking them to raise awareness by joining and inviting others to join. The Causes application provides a way to donate, but Food Bank For New York City’s page doesn’t focus on fundraising. Instead, it serves as a community-building space where the food bank provides updates on the hunger-relief community and information on ways to get involved.