This was a fun way to virtually adopt the milk production of a dairy cow for families in need. And, to make it official, each donor received an adoption certificate — a fun and perfect way to let everyone know about their new bovine.
WMTV, Gray’s NBC-CW affiliate in Madison, Wis. (DMA 81), has a fun way to help put food and milk on the tables of families in need in its community, and this year, is was particularly successful.
The 2020 Adopt-A-Dairy-Cow campaign raised $183,876 in June, setting a record in the campaign’s history.
This was a fun way to virtually adopt the milk production of a dairy cow for a morning ($20), day ($36), week ($252), or month ($1,080). And, to make it official, each donor received an adoption certificate — a fun and perfect way to let everyone know about their new bovine.
Note how the cow “moos” on cue.
The additional promotion of this event by WMTV, the generosity of local sponsors and the outpouring of donations from the community helped beat last year’s campaign total by 366%.
The campaign runs each year during June Dairy Month, and is a partnership between WMTV, Second Harvest Foodbank of Southern Wisconsin and Sassy Cow Creamery. The goal is to increase milk inventory at the food bank to give to families in need.
Each week during the coronavirus pandemic, Second Harvest has distributed about 6,000 gallons of milk. About 80% of the milk distributed is purchased.
“The need for food, especially milk, on the tables of area homes is critical,” said Don Vesely, WMTV general manager. “With COVID-19 adding to the stress on food insecurity, I am thrilled that our community once again stepped up to help.”
In June, all donations were matched, up to $45,000 thanks to generous sponsors: Alliant Energy Foundation, Park Bank, Roth Cheese, Roger & Ralph Werndli Charitable Fund, Tito’s Vodka, Clack Corp. & Compeer Financial.
Second Harvest supports families and individuals facing food insecurities in 16 southern Wisconsin counties.
“The response from the public has been remarkable,” said Michelle Orge, Second Harvest Foodbank CEO.
“Thanks to NBC15, our sponsors, and of course everyone who has supported the campaign, we will be able to provide a healthy product to those we serve, and help the local dairy producing community at the same time. The pandemic has hit our community hard, but because of the generosity of so many people and organizations we will be able to meet more need than ever before.”
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