Closing the Gap(s)

NTFB's focused efforts on branding during the Close the Gap campaign paid off in a big way.

"More people now know about NTFB," Brinkmann says. "Among North Texas residents, there is 81 percent unaided brand awareness of the food bank."

As brand awareness grows, more and more people are likely to contribute food products, money and volunteer service. This means NTFB's operational side will be better able to keep up with demand from those 1,000-plus affiliates, including soup kitchens and shelters, after-school programs, senior citizen centers, and other social-service venues.