Meals On Wheels Association of America: Moving to the Next Level of Communications and Fundraising Success
Washington, D.C.

In 1954, in Philadelphia the first Meals On Wheels meals were delivered. Since that time Meals On Wheels programs have spread to virtually every community in the United States and have become one of the most recognizable social service brands on earth. The Meals On Wheels Association of America (MOWAA), headquartered in Alexandria, Virginia just across the Potomac River from Washington, DC, is the national umbrella service organization that provides innovative training programs for all Meals On Wheels programs throughout the country. MOWAA provides grants to local Meals On Wheels programs, offers training to its members and advocates for national support to help end senior hunger.

In 2007, MOWAA commissioned a study, generously funded by the Harrah’s Foundation, to examine the causes, consequences and future of senior hunger.

Earlier this year, armed with this new and compelling data, MOWAA decided it was time to take their communications and fundraising strategies to a higher level and position the Association for maximum success in its "so no senior goes hungry" effort. To that end, Schultz & Williams was retained as outside counsel to work with the MOWAA staff and board to craft new messaging, develop and execute new communications strategies, and to create a major gifts plan to be implemented immediately.

As Schultz & Williams—Washington, DC office consultants worked through the summer to develop new strategies, the MOWAA staff was implementing aggressive public relations efforts to bring greater awareness to the problem of senior hunger. In March of 2008, the above-mentioned study was released to the press with great fanfare, leading to prominent articles in more than 200 newspapers around the country, including USA Today. National Public Radio also did a feature story on the study and the hunger issue’s link to the food and fuel crises. At the same time, Enid Borden, MOWAA’s president and CEO, began a series of articles which MOWAA has self-syndicated across the nation. More than 100 newspapers have joined the syndication.

It is this kind of effective and resourceful communication that can really make a difference for organizations that wish to grow and serve more people and communities. In fact, this communications and development effort has already led to several significant six-figure gifts—and the major gifts program has only just launched!

Now, MOWAA, in partnership with Schultz & Williams, is beginning to develop a corporate partnerships program and a foundation support strategy to create new ways to sustain the energy and successes of the past year. Truly, the Meals On Wheels Association of America is moving it to the next level!