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.
Robin Hood gave Food Bank For New York City one year from Dec. 1, 2008, to raise the $1 million for the challenge. It took the organization just one month to hit that mark.
How it did it
Research is key to Food Bank For New York City’s success in attracting attention to its mission. When Senior Vice President of External Relations Gregory Boroff arrived at the organization in February 2002, it was trying to determine what its niche, the essence of its brand, would be. Inspired by Food Bank For New York City President and CEO Lucy Cabrera, it decided to focus on research.
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