Social Marketing Campaign Recommendations for a Food Pantry

Part of the Food Pantry’s strategic plan for 2020 was to increase awareness and utilization of pantry services by senior citizens in the service area. My project focused on gathering data (existing data from the Pantry database, through surveys, through Pantry assessment, and with secondary research of existing literature) in order to inform recommendations for a social marketing campaign. Much of the data (especially from surveys) had to do with attitudes, behaviors, and beliefs toward food insecurity and charitable services. I used the Social Ecological Model and the Health Belief Model as guides for what/where to focus efforts and how to utilize the information gathered in a way that would alter attitudes of senior citizens in order to create behavior change (coming to the pantry for services).

“I enjoyed working with a non-profit charity addressing an issue that is near and dear to my heart (food insecurity). It was eye-opening to learn more about this issue in my own state and gain a better understanding of the attitudes that senior citizens have in terms of seeking and accepting charitable giving. After I delivered the Capstone Presentation the Executive Director asked if I would present my findings to the Community Outreach and Relations Committee. After the second presentation I was invited to join the committee which focuses efforts on raising awareness with prospective clients and also with community stakeholders and organizing fundraising events throughout the year. It was rewarding to have my Capstone work be useful in real life and an honor to be invited to participate in the committee!”