The Food Bank of WNY obtains food and support from public and private sources and efficiently redistributes these resources to affiliated charitable providers such as soup kitchens, pantries and shelters. It distributes more than one million pounds of food each month to more than 96,000 individuals (39 percent are children and 11 percent are seniors) through some 400 member agencies in Cattaraugus, Chautauqua, Erie and Niagara Counties.

An anonymous donor contributed $50,000 hoping to solicit a matching amount from the community. The Food Bank issued an RFP to several agencies asking how many pieces could be mailed for $50,000.

The Food Bank had two major goals:

• Solicit donations from new donors—amounting to more than $50,000
• Increase their donor database

One of our challenges was determining the best way to communicate their message, yet solicit donations and capture data at the same time.

SKM knew the project called for a BIG idea. We tapped a new arrival to the Buffalo Bills, Terrell Owens (TO). Now the challenge was to execute a BIG idea around TO’s demanding schedule.

If Owens agreed, we could use his jersey number, 81, to create a campaign, “We need 81 from everyone.” He did agree and became the spokesperson for the campaign that requested 81 cents from every individual and 81 dollars from every business to support the Food Bank. The Food Bank awarded SKM the contract.The start to finish campaign execution was completed in less than eight weeks. We combined direct marketing, traditional media and interactive/social media for its outreach. TOPS Friendly Markets, an SKM client, became a partner, facilitating funding with in-store signage and checkout collection.These were the campaign elements:

• Coordinate and notify media and donors of the press conference and meet/greet event with Terrell Owens
• An invitation mailed to approximately 400 people
• TV spot that ran on local NBC and CBS affiliates
• Microsite used to provide campaign information and collect donations
• Direct mail to new, prospective donors—50,000
• Direct mail to all businesses in the four counties—47,000
• Print ads—both consumer and business. Business version ran in the Buffalo News
• Social media plan and execution—facebook, twitter, youtube, etc.
• Three outdoor boards
• Signage at TOPS stores
• 6-foot TO cut outs
• Check writer decals at check out
• T-shirts for approximately 10 associates per store

On the day of the press conference, we were seen and heard on all the local media channels. One reporter did a two-minute segment. The day after the press conference, our campaign was on the FRONT cover of the Buffalo News. That’s virtually unheard of with a non-profit event.

The campaign raised close to $140,000, almost tripling the original donor’s amount. SKM also captured new data from past and perspective donors that the Food Bank can use in future fundraising.