FOOD For Lane County
Making the Case for a Great Space
FOOD for Lane County Capital Campaign
Hunger is a problem hiding in plain sight. So, it might surprise you to learn that the biggest issue facing food banks isn’t the lack of nutritious food; it’s the lack of space needed to properly process and store the food, because much of it is rescued from grocery stores and is perishable.
Making the case for more space to safely store, prepare and package food is the focus of the Building to Serve FOOD for Lane County Expansion Program. Located in Eugene, FOOD for Lane County is Oregon’s second largest food bank, and the organization recently launched a capital campaign to raise $6.5 million over a 3-year period. The money will be used to purchase and renovate a 40,000 sq. ft. warehouse into the organization’s primary food distribution center, as well as renovate its existing warehouse space.
The Story Behind the Story
A successful capital campaign story needs to appeal to both the head and the heart. It must be compelling but not too emotional. In our early conversations with the leadership of FOOD for Lane County and the communications team from Narrative Marcom + Design, we talked about the best approach to take in creating a video that would show donors why they should support the campaign. From those discussions, we decided to focus the video around three key areas:
- Why people in Lane County are going hungry
- The reason FOOD for Lane County is limited in its ability to respond to the growing hunger problem (maxed out warehouse space)
- The solution: more space, leading to greater opportunities to provide healthy food to more people
Thoughtful, heartfelt interviews with community partners and FOOD for Lane County’s executive director formed the story’s narrative. Visually, we showed the need for more space by filming inside FOOD for Lane County’s existing warehouse. We also created a series of visually appealing graphics to weave the campaign’s key messages into the story.
Told right, stories are great conversation starters. And that’s how the executive team at FOOD for Lane County is using this story: to start conversations with individual donors about the role they can play in helping FOOD for Lane County get the space it needs to serve more people and alleviate hunger in Lane County.