Second Harvest Food Bank: Social Enterprise Division/communications

Second Harvest Food Bank: Social Enterprise Division/Communications

Executive Summary 2

Second Harvest Food Bank is a member of Feeding America, a network of food banks that was founded by John Van Hengel in 1967. The mission of SHFB is to close the gap of food insecurity in Central Florida. The success of SHFB relies heavily on contributions from the local community, but its outreach efforts are achieved in a variety ways.

SHFB uses communication strategies such as social media, blogs, monthly newsletters, community demonstrations, and local events to raise awareness. Their social media presence seems to be the most effective out of all their communication strategies, with a mass following on sites such as Facebook, Twitter, and YouTube. SHFB regularly uses this outlet to cater to the new generation, as well as provide updates and informational videos about events and services.

Although SHFB competitors’ communication strategies are similar in capacity, SHFB’s best practice is their continued use of monthly newsletters. Houston Food Bank has ceased use of newsletters since 2013, while SHFB continues to find them effective. Houston Food Bank also utilizes social media, blogs, and events to communicate. However, Houston Food Bank uses their YouTube channel to provide health-conscious recipes in promotion of healthier lifestyles. Comparing all three competitors, Capital Area Food Bank relies on reaching audiences using social media, newsletters, blogs, and digital events most frequently; however, their physical community representation is then in question.

SHFB stays communicatively competitive by partnering with companies in all marketplaces, such as Amazon, food delivery services, credit card processors, and travel agencies. By teaming with companies that provide everyday services, SHFB is able to connect to their consumers on a personal basis. SHFB utilizes the majority of their strategies to target the general population on a level of mass communication. SHFB maintains a concentrated effort of using motion media by way of testimonial YouTube videos. The stories consist of successful individuals who once had nothing. These videos target individuals curious about services or even potential donors looking to invest. This strategy is very persuasive because it uses emotional appeals to captivate the audience and then provides the facts.