How Meals On Wheels Atlanta's Brandon Jenkins Is Putting A Creative Spin on Philanthropy
This feature is in our March '24 "Next Wave" Issue. Click here to subscribe.
Photographed by Patrick Heagney
Brandon Jenkins, Meals On Wheels Atlanta’s first-ever creative director, aims to change the conversation around philanthropy through creative, out-of-the-box thinking. The result is an organization that’s shifting the paradigm on what it means to give back. Here, he discusses MOWA, his role and how to get involved.
Meals On Wheels Atlanta team, from left: Brandon Jenkins, creative director; Miranda Kasinger, senior graphic designer; Alessia Siano, graphic designer; Hyein Jung, graphic designer. Photographed by Patrick Heagney
What’s Meals On Wheels Atlanta’s mission?
Meals On Wheels Atlanta was founded to support seniors struggling with food insecurity and social isolation. Additionally, we provide home repair services to seniors and veterans thanks to the support from a host of community partners like The Home Depot Foundation.
You’re the first-ever creative director for Meals On Wheels Atlanta. Why were you brought on?
I’ve been the creative director for almost four years now, and it was a result of the pandemic that the organization recognized it needed to pivot as to how we communicate and reach our donors, sponsors and partners. We also recognized that our donor base is changing. Millennials are the future, and we are laser-focused on engaging them, as they can grow alongside the organization into its future.
What does your job entail?
We have the unique advantage of having an in-house creative agency, comprised of three graphic designers who are all SCAD graduates. This talent allows us to design and print 100% of our digital and print assets in-house, which saves the organization a lot of time and resources. We’ve been able to build our audience significantly and be intentional about how the MOWA brand shows up in the market.
Meals On Wheels Atlanta is set on expanding its community-focused mission in 2024. Photographed by Patrick Heagney
Plus, we bring in additional revenue for the organization by off ering printing and design services for individuals who rent out our venue space, 1705WEST. We’ve created a ton of excitement and organic buzz, and this year, we plan to capitalize on that momentum.
It is important to me that MOWA remains at the forefront of innovation as we work to address the ever-growing issue of senior hunger. My amazing team, with the support of our visionary leader, [MOWA CEO] Charlene Crusoe- Ingram, is working hard to shift the paradigm and to make it cool to give back.
How can someone get involved?
The most popular way is through meal delivery, which individuals, families and groups can do. On any given Saturday, people are lined up around the building at the break of dawn to pick up meals to deliver to seniors. It’s a boots-on-the-ground experience where they’re able to directly see the impact of their volunteer work, and it only takes about an hour and a half to complete. A lot of times, the volunteers are the only human interaction for our seniors, so by supporting that program, you have the opportunity to move our mission forward in an impactful and meaningful way.
Photographed by Patrick Heagney
View this post on Instagram
What are you focused on next?
This year, our core focus is creating a road map to new and sustaining donors, and launching new revenue-generating platforms. Additionally, we are excited to announce that our social enterprise, Purposeful Gourmet Foods, is headed to Paradies Lagardère retail stores at Hartsfield-Jackson Atlanta this year! The success of this enterprise is critical to our work, and what better platform than the busiest airport in the world to have our product available for purchase.
Lastly, we are gearing up for our highly anticipated third annual TASTE fundraising event, which was created to raise awareness of MOWA’s mission, highlight Atlanta’s rich culinary scene and recognize tastemakers who are moving our culture forward. This year’s theme is “A Recipe for Change.” All proceeds from this event will support our home-delivered meals program.
