All Faiths Food Bank, Re-Energizing the Brand to Meet Today's Challenges
All Faiths Food Bank (AFFB), which serves Sarasota and DeSoto counties, is ranked the number one food bank in Florida and is 17th in the country for the amount of food it distributes on an annual basis to more than 200 partner organizations. Over the past five years, AFFB has more than quadrupled its intake and distribution of food, and the community's demand for these services continues to grow. As such, AFFB's board approved plans to build a new, larger facility designed to increase its capacity to meet the growing community need for food, raise efficiency and insure hurricane stability as a primary first responder to disaster. To make this building project possible, AFFB would need to execute a capital campaign to raise enough donations for the necessary funding. However, early research indicated that there was a lack of awareness among potential donors and the general community about AFFB as an organization and the services it provides. The research also showed that many did not think hunger was a real issue in the area, and that it only affected the homeless.
In order to have a successful capital campaign, AFFB needed first to focus on building awareness for the organization and that hunger is a real issue in the local community—especially affecting the “working poor.” This involved relaunching the brand identity to establish a clear, strategic and consistent message so that people—potential donors in particular—will know who AFFB is and that hunger is a real problem in Sarasota/DeSoto counties. After several months of in-depth research with current and potential donors, community leaders and AFFB's partner organizations, a fully integrated campaign was developed which included a new logo, web site, corporate brochure, print ad campaign, TV PSA, truck wraps and signage.
The new branding and campaign message helped form new partnerships with several local vendors and publications, who in turn donated services/materials to execute the production of the truck wraps, quick-screens, the PSA and ad space. In the first month of its new campaign, AFFB raised more money in donations than in the entire previous twelve months.