Before Taylor Swift’s concert in Denver on July 14, 2023, Aditi Desai, the chief marketing officer at the Food Bank of the Rockies, received an unexpected phone call. The famous pop star wanted to donate a significant number of meals to the nonprofit organization, continuing her charitable efforts as she travels across the country on her 52-city Eras Tour.

“I was both surprised and excited when I heard the news,” Desai shared. “Swift’s team was incredibly kind and informed us that Taylor wanted to show her appreciation for the work we do in our community every day.”

Since March of last year, Swift has contributed the equivalent of hundreds of thousands of meals to assist Americans facing increasing food and housing costs. She prefers to give without drawing attention to herself, and her donations have been greatly appreciated. However, food bank leaders note that while these contributions help, they only provide temporary relief as food insecurity continues to rise and government aid from the COVID-19 pandemic has ended.

“We received a lot of support during COVID,” explained Jessica Sund, director of development and communications at Channel One Regional Food Bank in Minnesota, which has also benefited from Swift’s generosity. “That assistance really helped us avoid a crisis. However, the number of people seeking help is much higher now due to inflation and living costs, and that support is no longer available.”

Food bank leaders emphasize that Swift’s contributions have been significant, particularly in raising awareness about their vital services for low- and middle-income families. Yet, they stress that food banks need billions of dollars each year to operate effectively. Kyle Waide, CEO of the Atlanta Community Food Bank and chair of the National Council for Feeding America, noted that his organization is one of the beneficiaries of Swift’s donations.

According to Feeding America, there is an annual funding gap of approximately $33 billion between the assistance needed and what is provided by the federal government.

“On a larger scale, food banks are under immense pressure right now due to the extraordinary demand in communities,” Waide stated.

Typically, food banks rely on individual donations, corporate sponsorships, contributions from local farmers and retailers, and federal aid programs to sustain their operations.

75,000 Meals

Swift, described as a “tortured poet” and with an estimated net worth exceeding $1 billion, has a track record of supporting emergency relief initiatives. Her charitable fund at the Community Foundation of Middle Tennessee was established to respond to flooding that affected the region in 2010. Last year, she contributed $1 million to the Tennessee Emergency Response Fund.

Food banks fortunate enough to receive donations from Swift have praised her for raising awareness about their efforts to combat hunger, especially during times of inflation, rising food and energy costs, and an increasing demand for their services. Approximately 49 million Americans rely on food banks and other charities for assistance. Among Swift’s audience, young people are particularly affected by food insecurity, with more than half of those aged 18 to 34 stating that rising food prices are their top financial concern.

Swift’s public relations team did not comment on her donations to food banks, and grantees were instructed not to disclose the specific amounts. However, Desai noted that the contribution allowed the Food Bank of the Rockies to purchase enough food for 75,000 meals, as the food bank typically can provide about three meals for every dollar donated.

Channel One Regional Food Bank of Minnesota used its donation to secure 30,000 meals, according to Jessica Sund. She explained that food banks can typically provide anywhere from two to ten meals for every dollar donated.

“The range varies greatly from one food bank to another,” Sund said.

At Channel One, it costs about $8 million each year to keep its shelves stocked to support approximately 300,000 visits from families in 14 counties.

Keeping It Real(istic)

While Swift’s donations may seem small compared to her tour earnings and personal wealth, many food banks appreciate the exposure she provides, which they consider invaluable.

Desai mentioned that Swift’s donation brought media attention to the Food Bank of the Rockies that they could never afford. “We noticed a significant spike in ‘likes’ and ‘comments’ on our social media post announcing the donation, with engagement levels far exceeding our usual numbers,” Desai said.

Some food banks reported a temporary increase in small donations following the press coverage. However, many continue to face challenges due to high demand for their services as more Americans struggle financially.

Channel One has seen a rise in new individuals and families seeking help as they realize they can no longer afford to buy food. Currently, the organization receives around 10,000 visits to its on-site food shelf in Rochester, Minnesota, which is about a 50 percent increase compared to last year.

Sund and other food bank leaders attribute the increased demand to inflation and a lack of affordable housing. They also point out that the end of government pandemic relief funding has worsened these issues. In 2020, the federal government expanded the Child Tax Credit program for low-income families, but this policy expired at the end of 2021. Additionally, temporary increases in Supplemental Nutrition Assistance Program benefits ended in March 2023.

Second Harvest of Silicon Valley also received a donation from Swift during her U.S. tour. The organization reached out to Swift’s press team about a month before her performances in Santa Clara last July, said Shobana Gubbi, chief philanthropy officer at Second Harvest.

“The day before the concert, they called us,” she recalled.

Gubbi did not share details about the donation but expressed gratitude for Swift’s contribution and her efforts to raise awareness about food insecurity. However, the situation in Silicon Valley remains challenging. The region has been significantly impacted by layoffs in the tech sector, leading to decreased charitable giving, even from those still employed. Gubbi noted that people are worried about job security, which affects their ability to donate, and a decline in donations also results in less corporate matching funds.

In response, Second Harvest is tightening its budget and reducing staff. They have also adjusted their food distribution; instead of giving out gallons of milk, they now provide half-gallons, and they alternate weeks for distributing meats, eggs, and dairy products. Currently, the organization serves about 500,000 people each month—similar to the peak of the pandemic.

“Right now, we are facing numerous challenges in obtaining support from the community,” she said.

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Stephanie Beasley is a senior writer at the Chronicle of Philanthropy, where you can read the full article. This article was provided to The Associated Press by the Chronicle of Philanthropy as part of a partnership to cover philanthropy and nonprofits supported by the Lilly Endowment. The Chronicle is solely responsible for the content. For all of AP’s philanthropy coverage, visit https://apnews.com/hub/philanthropy.