Montgomery Area Food Bank “Feeding Hope Across Alabama”

Presented by: Sara Powell

“I love social media because it

exists at the intersection of

humanity & technology”

-Steve Jobs

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Who We Are

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Who We Are:

The Montgomery Area Food Bank

(MAFB) is a certified Feeding America

food bank located in Alabama, serving

35 out of 67 counties.

• “The mission of the Montgomery Area Food Bank is to

nourish the hungry by educating and mobilizing the

community, engaging in partnerships that advance self-

sufficiency, and gathering then distributing grocery

products across 35 Alabama counties.”

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Who we serve:

• MAFB serves some of the most chronically

impoverished counties in the nation.

• Those we reach include children, seniors, the

unemployed, low-pay working families (“the working

poor”), the homeless and disadvantaged, and disaster

victims, among others.

Photos provided by Feeding America

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Facing Challenges for Program

Growth

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What is the Senior Supplement Program?

• Through the Senior Supplement Program, a senior, 60 or older, is delivered a box of nutritious non-perishable food, weighing 25 – 35 lbs every month, with additional food provided in November and December for holiday meals.

• We provide low sodium, low or no sugar, and low fat foods in nearly every box and include a monthly newsletter that includes healthy recipes, budgeting tips and current happenings within MAFB.

• In the last fiscal year, we distributed over 137,856 lbs. to seniors in need.

• Donors or agencies can sponsor a senior for an entire year for $100.

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“I look forward to my box of food each month

the same way I looked forward to Santa Clause

as a child. Please let your supporters know how

grateful I am for their generosity and tell all the

volunteers how I appreciate this service.” -Ms. Mary Helen, Recipient

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Challenges: Senior Supplement Program

• Program had remained stagnant at 336 seniors served for

FY-13 (July 1st-June 30th)

• Low program funding

• Decreased Agency participation and individual sponsorship

• Agencies faced challenges with the high poverty rural

counties- the agencies in those areas cannot support the

program as well as some of the bigger more well funded

agencies.

• Surge of seniors in poverty- especially in the rural South-

exceeding our ability to adequately serve. (Jumps to 15.6%

in our service area compared to the national avg. of 9%)

• No option for monthly giving on donation page

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Social & Digital Media Boost

Program

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Social & Digital Media (cont’d)

• Matching grant opportunity through the

Hussman Foundation gave donors an

opportunity to ‘double their dollar’

• Dedicated each month to a specific program-

Beginning in January 2014 to revitalize Senior

Supplement Program

• Shared personal stories, program-specific

blogs and branded senior specific facts to

engage audience on Facebook and Twitter

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Social & Digital Media

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Social & Digital Media

0

500

1000

1500

2000

2500

3000

Facebook Growth (FY-14)

Facebook Growth (FY-14)

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Results

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Results

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• Increase in online donations, including monthly-recurring donors specific to Senior Supplement

• Case of Ensure sent across the country to a specific SS recipient as a result of blog

• Matching funds ($10,000) through Hussman reached through ‘Empty Bowls’ event

• Current Senior Supplement recipients at 384, to reach 408 in October and scheduled to reach goal of 500 in FY-15

• Increase in Agency participation, including brand new agencies.

Results

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$0.00

$500.00

$1,000.00

$1,500.00

$2,000.00

$2,500.00

$3,000.00

$3,500.00

$4,000.00

$4,500.00

$5,000.00 Monthly Giving

Monthly Giving

Results

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$0.00

$20.00

$40.00

$60.00

$80.00

$100.00

$120.00 Average Gift Amount

Avg. Gift Amount

Results

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0

2

4

6

8

10

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14 Monthly Recurring Donors (online only)

Monthly Recurring Donors (online only)

Looking Forward: Future Goals

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Looking Forward: Future Goals

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• More client stories and photos gathered

through participating agencies

• Seek another matching grant opportunity

during campaign to maximize giving

• Pursue a ‘monthly giving’ widget specific

to program on website to target amount to

sponsor a senior for the year ($100)

• Optimize for mobile

• Use corresponding Direct Mail campaign

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