The Spotlight on Excellence Awards program recognized the Scott City, Kansas-based co-op Tuesday at NRECA’s Connect Conference in San Diego, California.

Judges for the competition lauded Wheatland’s ability to transform its annual Power the Pantry campaign to better serve its members.

“Wheatland Electric successfully evolved a long-standing program into a more effective and efficient model by aligning messaging, channels, incentives, and partnerships with clearly defined goals,” said one judge.

“Not only did you well exceed previous years' results and the goals for the campaign, but you clearly garnered a great deal of goodwill, fostered connections within your organization and in the broader community and built a positive reputation in keeping with your identity,” said another.  

Every September through October since 2014, Wheatland has run a food pantry drive—initially called Cram the Van before it was dubbed Power the Pantry—increasing its goals, outreach and collections. The co-op appeals to its members throughout its service territory, including schools and key accounts.

Recently, the food banks’ directors have requested cash donations to reduce food waste and provide more ways to address an increase in food insecurity. Wheatland accepted the challenge in 2023 by establishing a $50,000 annual cash donation from the co-op and setting a $100,000 total collection goal.

“We had 10 very successful seasons where we traveled thousands of miles across our service territory and we hosted events where we collected cash or can donations from members,” said Alli Conine, Wheatland’s director of member services and corporate communications.

But that first year of focusing on monetary donations presented a learning curve.

“We have had to get creative in our thinking and kind of change the way we do things to encourage people to make a cash donation,” said Conine. “We really had to emphasize the need across our service territory, so we focused on that and how much more beneficial cash was in offering more flexibility, more buying power.”

Beginning in August, Wheatland stepped up its storytelling through social media, Kansas Country Living magazine, radio spots and even newspaper advertisements. That included sharing the firsthand experiences of food bank directors in the statewide magazine’s center spread.

“We started sharing more statistics, what the poverty level is in the locations that we serve and then we talked to those food bank directors personally,” said Conine. “Sharing those statistics and sharing those stories and actually talking to the people that are seeing the membership come in when they are in need, I think that's really helped us communicate.”

Wheatland’s campaign also included widespread dissemination of a QR code for easy cash donations.

Co-op service representatives gave out cards with a QR code to members who came into Wheatland’s offices. Students took fliers home with the QR code as part of school fundraising competitions for Power the Pantry, resulting in an uptick in cash donations. The QR code was shared on social media and donations came in throughout the state.

Through partnerships with members, foundations and other organizations, Wheatland offered incentives for donations. This campaign offered every $20 donor a chance to win a ticket to the Sunflower Showdown, the hugely popular football rivalry game between the University of Kansas and Kansas State University. The previous year, the co-op gave away Kansas City Chiefs tickets.

“What we're doing now is really working and we will continue to surpass the goals that we set for ourselves,” said Conine, who credits the member support for the success. “I don't think it was one specific thing this year. It was just the members. They're supportive and they understand the need and they understand the impact of their donation.”