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How ABC10 in Sacramento Serves the Greater Good of its Local Community

Today’s consumers are looking for more than just the best price. The number of cause-driven consumers is constantly rising, and cause marketing is helping to drive purchase decisions for today’s consumers.

Meredith Cunningham Published: October 6, 2021
How ABC10 in Sacramento Serves the Greater Good of its Local Community image

ABC10 in Sacramento is just one of TEGNA’s 64 stations across the country with a mission to serve the greater good of its community. Through partnerships with local food banks for Stand Against Hunger, raising money for health care providers like St. Jude, and other initiatives with nonprofits such as the Salvation Army and the American Red Cross, ABC10 has done just that with programs like Acts of Human Kindness.

“At ABC10, ‘we stand for you’ is our brand position, so when we have these opportunities to do good, we’re going to continue to help nonprofits and support our communities in any way, shape, or form,” said Aaron Heinrich, Director of Marketing at ABC10.

Stand Against Hunger with Local Food Banks

One of those ways ABC10 gives back to the communities is through a campaign called “Stand Against Hunger.” Now in its second year, ABC10 is partnering with food banks that service 16 counties in Northern California to raise funds that will help feed thousands of deserving families in the community.

Beginning in November 2021, ABC10 will be encouraging viewers to donate cash to their chosen food bank. Every dollar raised will help ensure single moms, young children, seniors, and families in need can enjoy the holidays with food on the table and beyond.

“The awareness raised about Placer Food Bank during the Stand Against Hunger Campaign contributed to our most successful holiday giving season in the history of our organization,” said Dave Martinez, Executive Director, Placer Food Bank.“Our online donations in December were 3.5 times larger than the previous year, and we had 800 new donors give to Placer Food Bank just in the month of December  – with donations that month soaring just shy of $1.3M,” Martinez added. “We are immensely grateful to the team at ABC10 for their dedication to stand against hunger with us.”

Helping to Raise Money for St. Jude Cancer Research

This year, nearly 16,000 children in the U.S. will be diagnosed with cancer. It’s a scary statistic, but there is hope. Treatments invented at St. Jude have helped push the overall childhood cancer survival rate from 20% in 1962 to 80% today.

The majority of St. Jude’s operating funds are raised by private donations, which makes it possible for each family affected to never receive a bill for treatment. All a family should worry about is helping their child, not if they can afford treatment or not.

ABC10 helps to fuel these donations by helping to promote events like the St. Jude Dream Home Giveaway through news stories, promotional announcements, and digital/online elements educating the community about St. Jude. In 2021, ABC10 ended up raising $755,500 for St. Jude Research.

“To see these children that you’re helping, to make an impact and bring in money for these families, that’s the best part of my job,” said Corinne Stubbs, Marketing Strategist at ABC10.

Making Holiday Wishes Come True with Angel Tree

Every year, there are thousands of families in need during the holiday season. In 2021, our community is eager to give and rejoice after overcoming a difficult pandemic year. To show that Sacramento and the surrounding areas will thrive by standing together to help those in need this holiday season, ABC10 is partnering with The Salvation Army for its 9th Annual Angel Tree Program.

Since 2013, ABC10 has helped to provide new clothing and toys for more than 164,000 families in need. As part of the initiative, ABC10 invites viewers to participate by visiting an Angel Tree sponsor location to adopt an Angel Tree tag, which has a specific gift request. Once the gift is purchased and donated to the sponsor location, the wish will be fulfilled, and a big smile will be put on a child’s face.

Rachelle Casey, a single mom whose children benefit from Angel Tree, told ABC10, “It’s just knowing that there’s a kid out there that’s going to see that and they’re going to be so full of joy to receive that toy. You put something in a bin or a box if you donate something and the kid is going to light up just to see that toy.”


Sound Good?

Thinking of how you might amplify your brand’s community efforts or looking to join our affiliates in their efforts to serve the greater good of our communities? Get in touch.

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