Why You Shouldn’t Host Your Own Holiday Food Event

As the holiday decorations have arrived in force at all commercial retailers, I’ve been pleased to see many of them them partnered with barrels and posters collecting for food drives. I’m excited to donate cans at my local rock climbing gym and funds at the grocery store.

However, it often seems like every business not supporting a food drive is now hosting their own holiday meal, food box distribution, or toy drive. It’s a great way to connect with neighbors, market services, and build a positive reputation. But it’s not always the best thing to fight hunger. 

While hosting a your own food program sounds great on paper, it’s not as simple as one might believe. 

We all enjoy the warm feelings of helping people in need, but if your organization hasn’t hosted before, you may not be well set-up to safely manage and serve hot foods, store and distribute food boxes, or ensure that your services prioritize the dignity of your recipients.

Too often, these kinds of distributions focus more on generating goodwill towards the host than providing meaningful support and empathy for community members.

Even more frequently, these distributions are designed with one particular community in mind rather than the broader population (commonly seniors, children, or veterans). While wanting to support your friends and your neighbors is noble and good, communities thrive when services prioritize those with the greatest need and barriers rather than the people the American business community relates to the most.

Consistency is important to food access. Offering a one-time event can be hard to ensure neighbors know about it, and one-off events can leave people confused without options the following year. Anti-hunger organizations are well-suited for hosting these events because that is what they do. They have established relationships with their neighbors and clients and are trained to safely distribute food in a way that elevates the dignity of all involved. Your local athleticwear store or graphic design studio doesn’t have the same tools and skills.

If you’re suddenly inspired to use your business to make a difference this year, consider why. Are you motivated to ensure your neighbors have access to the food they need to celebrate their community? If so, you are better off partnering with an existing organization that has the capacity, framework, and resources to make the event a success. 

If you are interested in hosting it yourself for the marketing potential, then it’s important to recognize that your primary goal is self-promotion rather than food access. When you ask your food bank for support on this project, know that the staff are intimately aware of your motives, and frustrated by your requests. 

If you want to host a food distribution because you want to nourish and uplift your people – your church, your apartment complex, your community group, or your clients, think about who in your area is already offering assistance. With very rare exceptions, most food banks require that any distribution be open to any and all who need it, not just specific people.

Encourage your clients, church, or community to explore the services that already exist. Using existing services helps food banks more than setting up new distributions. Established programs have a better understanding of the needs in a region and can better allocate resources without needing to train, certify, and coordinate an inexperienced partner.

Additionally, food banks, who are likely to provide most, if not all, of the food distributed, are already swamped during the holidays. They have limited capacity to onboard and support new and one-time partner agencies. They also may plan most of their holiday food orders around the number of agencies they anticipated serving, so sourcing additional foods may not be easy. 

How to have the most impact this holiday season:

• Evaluate your focus. Why do you want to host your own event? Do you think you can do it better than anyone else who’s already doing it? If so, why aren’t you doing this work full-time? Using charity as a marketing tool is a long-established tradition, but that doesn’t mean that it’s ethical or effective at addressing hunger. Partnering with an established organization makes everything easier by allowing everyone to lean into their strengths.

• Volunteer at an established organization. They absolutely need your help, which saves you from dealing with complicated logistics like unloading pallets, finding places for people to park, or scheduling your own volunteers, and lets you enjoy all of the fun aspects of the work. Established organizations have mechanisms for reaching and advertising to clients, so they can be confident that the community is aware of the events or resources they offer. Existing programs are also likely to have more capacity than first-time, one-off events, which means they are prepared for the demand. As a new resource, you wouldn’t have that confidence, and nothing would be worse than turning people away at the door. 

• Donate funds to these established organizations. Food banks NEVER have enough turkeys for Thanksgiving (although they occasionally see an increase after the holiday as stores donate the ones that didn’t sell). Having the funds to buy the specific foods for people to celebrate their holiday is hugely empowering. And if you want to keep you money and support more local, donating directly to pantries or meal sites enables them to do more of what they are already doing well, instead of offering a cheap imitation.

The opinions expressed here are solely my own and do not express the views or opinions of my employer.

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