Second Harvest Food Bank of the Mahoning Valley

Copywriting

Opportunity: The Food Bank is in constant need of donations — be it food or money — and the must reach out to members of the community to solicit such gifts.
Strategy: Play towards the emotions of the older demographics by focusing on friends, neighbors, children, and seniors in need.
Results: In 2018 the Food Bank received more than 10 million pounds of food and over $800,000 on more than a 400% ROI. In 2019, through Q3 the trend has continued with more than $600,000 in donations and an ROI over 300%.

Snippet:

As winter approaches and the holidays draw near, colder temperatures force individuals and families in the Mahoning Valley to make difficult decisions. Many must choose between paying for essentials like heat, rent and medicine, or putting food on the table.

Consider the situation of Tom and Katherine:
In March, Tom lost his good-paying job at a local factory. He’s now working at a local fast-food restaurant bringing home a fraction of his former pay. Katherine transcribes medical records at home, but gets only 20 hours of work each week. They struggle to make ends meet for themselves — and their seven-year-old son, Tommy. While it would be nice to plan a holiday feast, the family will instead depend on food secured from the church pantry, which is a Second Harvest member agency, for Thanksgiving dinner this year.

Tom, Katherine and Tommy are not alone.

CW: Scott Mahoney
AD: Emily Mays
AE: Jim Cyphert