The Opportunity
Harvest Hope Food Bank is South Carolina’s largest food bank, providing over 50,000 meals a week to neighbors in need across the Midlands, Pee Dee and Upstate regions – and that’s on a normal day. When a crisis hits, the team goes into overdrive. From the historic Midlands flooding in 2015 to Hurricane Florence overwhelming the Pee Dee in 2018, to the global coronavirus pandemic, Harvest Hope has been there to help feed citizens during their time of need.
The Strategy
During each crisis, NP Strategy leveraged its crisis management experience to ensure the public was aware of Harvest Hope’s mission and need. Our video production staff rapidly filmed, edited, and distributed short video features to reach audiences, while the food bank’s needs were top of mind seeking volunteers and driving both food and financial donations. NP Strategy also worked continuously to promote Harvest Hope’s needs through both social and traditional media.
The Results
During Hurricane Florence, NP Strategy’s proactive efforts yielded huge dividends. In less than a week, targeted advertising led to more than $50,000 in cash donations to the food bank, as well as substantial food and equipment donations. Our social media posts, videos, and local stories received attention in the Midlands and beyond, with CNN featuring Harvest Hope in a nationally-circulated story on the need for donations. We continue to work with Harvest Hope, our long-term relationship only strengthened by cooperation and trust in times of crisis.
