Corporations 'Go Orange' for Food Bank

NEW YORK: The Food Bank for New York City is leveraging partnerships with corporations and adding new digital components to its annual NYC Goes Orange campaign.

NEW YORK: The Food Bank for New York City is leveraging partnerships with corporations and adding new digital components to its annual NYC Goes Orange campaign.

Launching on October 18 and running through the end of the year, the campaign, which is a "series of cause-marketing and PR efforts and events," generally raises about two-thirds of the organization's fundraising dollars, said Lisa Jakobsberg, VP of marketing and business partnerships for the Food Bank for New York City.

"Over time, it's gradually become an important fundraising effort," she said, as well as a way to build awareness for the Food Bank and hunger in New York. "The bottom line is PR exposes people to our issue."

The Food Bank for New York City works with BWR PR, which provides general PR support and media relations outreach, especially with celebrity outreach and outlets.

Partnerships with corporations and organizations make up the bulk of the campaign, as companies can either be a full sponsor or partner in a different way. The Empire State Building and other well-known landmarks will light up orange during the campaign.

Tommy Hilfiger is offering in-store activation, while American Eagle and Reuters are donating Times Square billboard space for this year's NYC Goes Orange.

Online, the Food Bank for New York City is using Twitter, its Facebook fan page, and its blog to promote the campaign and activities throughout it.

"We've been doing a lot of efforts with social media. It's been growing," Jakobsberg said. "We're launching this year, a new advertising campaign, pushing a text-to-pledge element." She added the Food Bank tested a small-scale text-to-donate campaign at an event, and it went well, so they extended it for this year's NYC Goes Orange.

Media relations is focused on donated advertising space, Jakobsberg said, though the organization is also reaching out to specific media outlets around events or activities. For example, the Food Bank is targeting culinary outlets around a partnership with kitchen store Fishs Eddy.

"We started NYC Goes Orange five years ago, and it's really evolved into a different campaign," Jakobsberg said. "We want to make sure that everyone can help fellow New Yorkers in need."

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