Feeding America: Not just surviving, but thriving

As part of its new brand identity as Feeding America (formerly America’s Second Harvest), the national nonprofit leader of a nationwide network of member food banks adopted a new brand promise not just to enable people experiencing food insecurity to survive, but to thrive.

The organization’s direct fundraising efforts, however, were deeply entrenched in survival messaging and the dramatic storytelling and imagery associated with it. And while this messaging was effective in generating consistent individual donations, it also reinforced stereotypes and undercut the overall brand positioning.

MG was retained to assess the messaging of the individual donor program and make recommendations on how it could be brought more in line with the new brand promise. We developed a new message framework that sought to instill hope that the work being funded is actually making a difference in people’s lives, redefined the role of Feeding America in the context of its member network of food banks, and told different stories of real people.