Affinity marketing, which involves targeting consumers based on their affiliations or identities, is being applied to charitable efforts by Raj and Anna Asava through their organization, HungerMitao. Their mission is to alleviate hunger, and for the past five years, they’ve primarily engaged the Indian American community. The initiative has now started to expand, aiming to incorporate various communities nationwide.

HungerMitao, which translates as “wipe out hunger,” has partnered with seven food banks and plans to collaborate with more as they scale their model to different regions and groups. Their approach has generated near 50 million meals nationwide, including 15 million meals for the North Texas Food Bank where the initiative began. As they expand their reach, the movement is expected to accommodate diverse community structures.

HungerMitao’s strategy centers around four main pillars. First, they aim to spread awareness about hunger in the United States, a goal they’ve pursued by conducting more than 150 information sessions. Once people are aware, they encourage volunteering, often using cultural elements like Bollywood music to make the experience enjoyable. The third pillar involves integrating food drives into regular social events, and finally, they request monetary donations.

HungerMitao directs the funds raised to food banks in the regions where they operate. This partnership is formalized through a memorandum of understanding with Feeding America. HungerMitao operates with a Steering Council, which consists of community members, to brainstorm fundraising ideas and build momentum for the movement.

HungerMitao is not a traditional non-profit organization with paid staff. It doesn’t collect money or maintain ongoing relationships with donors. Instead, it operates as a cause-oriented movement aiming to eliminate bureaucracy and avoid bottlenecks.

The movement has extended to regions with a strong Indian diaspora including New York, Chicago, Houston, Michigan and California. Additionally, the model has been adopted by other community groups. In the Dallas area, the Chinese-American and Latino/Hispanic communities have launched their movements, Nihao and SinHambre, respectively.

The Asavas initially aimed to provide one million meals to the North Texas Food Bank, focusing on the Indian American community through their personal connections. Their endeavor evolved into a larger movement after they learned about the extent of hunger in the U.S.

Both Raj and Anna immigrated from India, achieved successful careers, and felt the need to give back to the country that had provided them with so much. They believe their community-driven affinity model has proven valuable and hope to share it with interested communities across the country.