Bank uses social media to help feed the hungry
By SARAH E. MORAN , For 21st Century Media
Combining a marketing push for new customers and social media, a novel Susquehanna Bank campaign donated 147,000 meals to local food banks in November.
The Susquehanna program, called #30DaysofThanks, comes at a particularly painful time of year for the hungry, as many Americans celebrate gustatory bounty while others go without.
For each new personal checking account that customers opened at Susquehanna in November, the Lititz, Lancaster County-based bank donated 30 meals through local food banks, explained spokesman Matthew Kemeny.
The financial institution also donated five meals for each like, share, retweet and comment on its Facebook and Twitter “Today I’m Thankful” accounts in November.
During Thanksgiving Week, Susquehanna doubled its Facebook donation to 60 meals per post and its Twitter donation to 10 per mention.
“This campaign fulfilled its mission of, first and foremost, helping fight the growing problem of hunger in our communities,” said Susquehanna Bank president and CEO Gregory A. Duncan.
‘Secondly, it provided reminders of why we should be thankful this holiday season.”
Susquehanna began its participation in online campaigns to feed the hungry five years ago. Since 2010, it has donated more than 1.3 million meals to food banks through online programs such as Tweet2Feed, Million Meal Mission and #30DaysofThanks.
Food banks partnering with Susquehanna this year include: The Central PA Food Bank, Greater Berks (County) Food Bank, Philabundance, Second Harvest Food Bank of Lehigh Valley and NEPA, The Weinberg Food Bank, Maryland Food Bank, Mountaineer Food Bank (West Virginia), Community Food Bank of New Jersey – Southern Branch, and Food Bank of South Jersey.
Susquehanna Bank operates more than 240 branch offices in Pennsylvania, New Jersey, Maryland and West Virginia. Fourteen of those branches are in Chester County.
The bank is part of Susquehanna Bancshares Inc., a financial services holding company with assets of $18 billion and 3,400 employees.
The bank also holds occasional Casual for a Cause Fridays, where employees pay $5 to wear jeans or other casual attire. Proceeds go to a worthy cause, most recently the Ronald McDonald House charities, the bank’s Kemeny said.