Focus on Food Drives Yields Impressive Results
In recent weeks, TV stations across the country have continued to go the extra mile to support their communities during the COVID-19 crisis. Whether it’s adding special news coverage, supporting home learning efforts, virtually saluting graduates or hosting virtual proms, local TV stations have been the catalyst to bring communities together while we have to be apart. But perhaps no need is greater than that of providing food and easing hunger for those in need.
Here are a few examples of TV stations leading the charge to build up resources for local food banks across the country that have seen increased need due to the pandemic.
TV and radio stations throughout Illinois have come together in a statewide fundraising drive to replenish food bank shortages in the Illinois Broadcasters Uniting Against Hunger initiative. The public-private partnership, which includes the Illinois Broadcasters Association, Feeding Illinois, the Illinois Children’s Healthcare Foundation and Conagra, is encouraging viewers to contribute monetary donations to support area food banks. As of May 13, the drive has generated more than its original goal of $1.5 million and donations are still coming in.
In Baltimore, Md., NBC affiliate WBAL-TV partnered with WBAL NewsRadio and 98 Rock to raise $1.3 million for the Maryland Food Bank in the Project CommUNITY Virtual Food Drive. The community fundraising drive began on April 13, and according to organizers, the funds raised will provide almost 4 million meals to residents throughout Maryland.
Adding sizzle to the steak, TV spots encouraging viewers to donate featured baseball Hall of Famer and Baltimore Orioles great Cal Ripken Jr. and Baltimore Ravens tight end Mark Andrews. The virtual food drive also promoted a “Giving Tuesday Now” effort, which surpassed all other fundraising work ever accomplished by the three broadcast stations.
In Madison, Wis., WMTV, part of the Gray Television Network, spearheaded a campaign to raise donations for the Second Harvest Foodbank of Southern Wisconsin. The Wisconsin-based nonprofit is part of Feeding America, a national network of more than 200 food banks that provide food and grocery products to food pantries, soup kitchens and other emergency food agencies across the country.
The Wisconsin fundraiser was established to create care boxes for local residents impacted by the pandemic. Through the end of April, the campaign raised $1.5 million and attracted an additional $1.0 million in gifts and grants, bringing in a total of over $2.5 million in just six weeks.
ABC affiliate WVCB in Boston raised $3 million in just one week for The Greater Boston Food Bank during the Project CommUNITY: 5 X 5 Food Drive. On the first day of the campaign, the telethon generated almost $1.6 million, which included a $250,000 grant from the Hearst Foundations. According to The Greater Boston Food Bank, the campaign is by far the most successful single fundraising event in the nonprofit organization’s history. WVCB promoted the campaign through PSAs, news stories, digital and social media engagement and crawl messaging.
As people come together to address hunger in their communities, local TV stations are there to provide critical promotional and communications support. We salute these and the hundreds of other broadcast stations doing their part to help feed the hungry at this critical time.
As a reminder, if you use an antenna to access free, local TV channels, make sure you stay informed of TV rescan dates in your community. By law, more than 1,000 TV stations are changing frequencies to make room for more wireless services, and when those transitions occur, antenna TV viewers must rescan their TVs to continue receiving their channels. Sign up for text and email alerts to be notified when a TV rescan is required. Rescanning your TV after your local stations transition ensures you continue to receive this vital connection to your community.
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