Kim Sutton, senior vice president of Industrial Credit Union of Whatcom County, hosted a webinar on May 19, 2015, about the success of the credit union's annual food drive. The first time it held this week-long event, it collected 10,000 lbs of food. Twenty years later, the event is so large the credit union takes in 300,000 lbs of food.
In this clip, Sutton describes the powerful lesson the credit union learned from using gimmicks to generate buzz.
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Read more about ICU's strategy in "5 Steps To Sponsor A Successful Fundraiser."