America's Second Harvest to Feeding America

From the offices of Rick Bella and America's Second Harvest, a significant message about a name change and repositioning of the organization designed to better convey the message of the mission. The letter from Vicki Escarra, president of America's Second Harvest:



As a valued partner, you already recognize the importance of doing your part in the fight against hunger in America—thank you. For that reason, we contact you today with some terrific news. Background As you know, our vision is a hunger-free America. In order for us to realize that vision, we must mobilize the public around the issue and motivate their involvement in our mission. We have spent the last year conducting research to understand how to engage the public in our movement. We have been careful and methodical in our approach. We have undertaken the critical steps of gathering a fact base, so that we better understand who in the public would be most responsive to our messages. We conducted the first consumer segmentation study in the history of our organization. Having this information will allow us to better focus resources. We also identified a brand positioning for our organization that best captures the intersection of who we are with what motivates the public. It is called Feeding Hope, providing the fuel to survive and even thrive. This brand positioning will undoubtedly compel Americans to become more passionate about the fight against hunger. An Exciting New Name We are at our next critical juncture: what name and logo best deliver the organization’s capabilities, mission and future potential, while stimulating public attention and commitment. Once again, we have adopted a fact-based approach towards understanding whether we should keep our current name or move to another option. This process has included multiple touch-points with stakeholders and is being led by a cross-functional team of senior-level network members and national office staff. I am proud to say that I serve on this team, alongside our heads of marketing, development and communication. Likewise, four members from our food bank network serve, one of them a founding member of our network. So, with great enthusiasm, I share with you our new national organization name: Feeding America. Feeding America is the resounding winner among the public segments. It will best allow us to reach our goal of mobilizing the public more significantly behind fighting hunger. Here are some of the exciting highlights:
Scored higher (among the public) on more criteria than any other name option (including our current one)
Particularly strong with faith-based segment, our most valuable group, though also very positive across other two priority segments
Best fit with Feeding Hope positioning
Best suggests an organization committed to hunger relief
Increases interest among the public in addressing hunger
An emotional connection/motivating
Is simple
When affiliated with local member, most likely to increase support to local member
In brand valuation, shows most future potential of any name candidates
Comparable ratings (vs. other lead name options) on following attributes for the public
Rated Feeding America as strong performer on Access to food; a commitment to feeding people • Sustenance


Next Steps We are moving to logo and architecture development and testing with this new name immediately. Our plan is to have this developed and tested by the end of June 2008. We plan to debut the new name and logo internally at the end of June and then release to the public in September 2008, in support of Hunger Action Month. Please see attached information detailing further specifics about our name selection, our timeline and an invitation to connect with our Chief Marketing Officer and Resource Development team regarding our name change and next steps.

Alongside these dates, we have full planning underway for a careful migration strategy for our key constituents (namely current individual donors, Corporate Donors and Foundations and Government/Allied organizations). You should expect a logo framework and usage packet in July/August. We want to minimize any loss from the name change and recognize this news as an opportunity to strengthen our commitment to the fight against hunger in the US. We sincerely appreciate your ongoing support and look forward to taking this next important step. Please contact me or your contact on our Resource Development team if you have any questions or would like to discuss further.

Warm Regards,

Vicki Escarra
President & CEO

TK: Look for an Ad Council campaign for Feeding America from September through November, and full launch of the brand by November.