WCVB joins Salvation Army and Northern Light for $50,000 Thanksgiving Challenge


WCVB joins as digital media partner to help raise the remaining $18,000 to meet a Northern Light challenge and help more Boston families in need.

BOSTON, MA (November 13, 2014) – With two weeks to go until Thanksgiving, The Salvation Army has already reached its 2013 total for Boston families applying to receive Thanksgiving food baskets. Having met last year’s registration total, Salvation Army officials expect to serve a total of 2,000 families, an increase of 67 percent increase from just three years ago.

To meet the high demand, The Salvation Army needs to raise $100,000. A challenge grant from Boston-based Northern Light, a leading provider of strategic research portals, will match new gifts from individuals and corporations dollar-for-dollar up to $50,000. So far, $32,000 has been received, leaving $18,000 to be raised to complete the challenge.

WCVB, Boston’s News Leader, has signed on as the official digital media partner to help spread the word about the fundraising initiative through its dominant social media platforms, reaching over half a million combined users on Facebook and Twitter, the most of any broadcast media property in Boston.

The Salvation Army is asking the public to contribute to the Northern Light-funded donation challenge to put more Thanksgiving baskets on family tables this year.

Just over 1,800 local families in need have registered to receive a turkey and all the fixings in a coordinated city-wide distribution on November 22. Salvation Army officials are assessing the capacity of each of their five Boston locations to assist all families seeking help.

Each year, The Salvation Army provides Thanksgiving food baskets – which include a variety of items such as full turkeys, stuffing and pumpkin pie – to individuals and families in need. Since 2011, need jumped from 1,200 families to a projected 2,000 families. This represents over 10,000 individuals enjoying a hearty, nutritious Thanksgiving meal.

“No one wants to come and request help at Thanksgiving,” said Major Ivan Rock, General Secretary of the Massachusetts Salvation Army. “Our mission is to feed each hungry family that comes to us for help. We don’t want to turn anyone away.”

This is the second year that Northern Light has issued a major challenge grant to help fund the annual distribution of Thanksgiving food baskets to needy individuals and families in Boston and throughout Massachusetts.

Regarding the generous gift, Major Rock said, “We are so grateful to Northern Light and our donors have responded. To date, we have raised $32,000 toward the match and we hope to complete the challenge before Thanksgiving Day. Collaborations like this provide a vehicle for those wishing to help families and seniors who are struggling this Thanksgiving.”

“We are gratified that the initial response from other donors to our challenge grant has been so positive.” said C. David Seuss, Northern Light’s CEO. “These Thanksgiving baskets are filled with good food, but the best things in there are a sense of normalcy, dignity, family, and hope.”

“In this season of giving, WCVB is happy to help amplify the message of this important campaign through our powerful social media platforms,” said Bill Fine, WCVB President and General Manager. “With the increase of those in need this year, it is extremely important to join together as a community so that no one goes hungry this Thanksgiving holiday.”

“As the early flow of applications indicate,” said Rock, “many individuals are struggling to provide basic necessities such as food and clothing for their families this holiday season. For those experiencing poverty, the economy continues to be a real hardship and we’ve seen an increase in need – even in families where one or more adults are working.”

Northern Light is hopeful that the $50,000 challenge will encourage other corporate and individual donors to give, as well, so that the Salvation Army can reach its goal of $100,000 for the Thanksgiving meals program.

In addition to financial contributions, The Salvation Army is also accepting donations of turkeys and all the traditional fixings from those wishing to assist others this Thanksgiving and holiday season.

The Salvation Army, WCVB and Northern Light are using two hashtags to promote this initiative: #NoOneHungry and #EverybodyEats. The public is encouraged to post how they are helping to fight hunger this Thanksgiving using those hashtags.

For more information, please visit: http://www.salvationarmyma.org/NoOneHungry

About The Salvation Army

Whether it is shelter for a displaced family or a warm cup of coffee for our brave first responders – hope and healing is the message of The Salvation Army. Since 1865, The Salvation Army has been providing social and spiritual services to communities throughout the world. People given purpose, hearts given hope and souls finding redemption – this has been our mission for more than a century.

With heart to God and hand to man, The Salvation Army – an international movement – is an evangelical part of the universal Christian Church. Its message is based on the Bible. Its ministry is motivated by the love of God. Its mission is to preach the gospel of Jesus Christ and to meet human needs in His name without discrimination.

About Northern Light

Northern Light has been providing strategic research portals, business research content, and search technology to global enterprises since 1996. Northern Light’s current clients include Fortune 100 market leaders in information technology, pharmaceuticals, telecommunications, energy, financial services, and transportation, retailing, and consumer products. Headquartered in Boston, Massachusetts, Northern Light has unique partnerships with more than 100 of the world’s leading syndicated technology and industry research publishers, and is a charter member of the Center for Complex Systems and Enterprises at the Stevens Institute of Technology.

About WCVB

WCVB is Boston’s broadcast/digital media leader, providing news, weather, sports, community service and entertainment on multiple platforms including WCVB Channel 5, wcvb.com, WCVB mobile and MeTV Boston. Founded by community leaders in 1972, WCVB is committed to its mission to serve the region with quality local content. In addition to 30 hours of NewsCenter 5 coverage each week, original offerings include Chronicle, the nation’s longest running local news magazine; CityLine, a weekly urban magazine program; and On The Record, a weekly political roundtable. The station has been honored with numerous prestigious national broadcasting honors including the 2014 Edward R. Murrow Award for “Overall Excellence,” their highest honor, as the nation’s most outstanding news station and the National Association of Broadcasters “Service to Community” award, plus multiple recognitions as Television Station of the Year by the National Gabriel Awards, the National Headliner Awards, the RTDNA Edward R. Murrow Awards, the regional Emmy’s, Associated Press Awards, Walter Cronkite Award, duPont Awards and Gracie Awards. WCVB, Boston’s ABC affiliate station, is owned by Hearst Television Inc., a wholly owned subsidiary of the Hearst Corporation, a leading media company whose global holdings include 29 television stations and two radio stations. Follow us on Facebook (wcvb5), Twitter (@wcvb) or Google+ (+wcvb)


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