SITUATION
The North Texas Food Bank, established in 1982, is a non-profit organization focused on fighting hunger in the North Texas area primarily through the distribution of perishable and non-perishable items to those in need in the community. The North Texas Food Bank needed a cost-effective campaign to reach the Dallas community, generate support and help secure donations for the North Texas Food Bank.

STRATEGY - Development Campaign
To meet the client’s goals, Proterra developed an in-store campaign with area grocery stores, supplemented with a direct mail campaign. The in-store campaign was designed to allow customers to easily make monetary donations at the checkout counter. “Check Out Hunger” buttons worn by store employees helped create awareness. Associated posters reminded store employees of the current promotion, and in-store posters and POP placards informed customers of the promotion.

For the direct mail campaign, Proterra’s ”Put a Buck in the Food Bank” concept allowed recipients to respond with a monetary donation. The program was expanded to include 360 individual grocery stores in the Dallas-Fort Worth area, and was supplemented with 12,000 donation pads and 10,000 buttons.

RESULTS
• In its first year, the Food Bank raised more than $70,000 through the campaign.

• Proterra continues to work with the North Texas Food Bank on this important issue.