Charitable giving takes on new meaning in Loews Hotels’ partnership with Modest Needs Foundation, a nonprofit organization whose programs are funded entirely through the “small change” of individual donors. Various Loews properties conduct local fundraising events designed to reach average citizens, who may feel intimidated by an inability to contribute large sums of money but who are interested in making a difference.

“Modest Needs Foundation is the perfect vehicle for Loews’ employees to have an impact on the welfare of local people who have run into various hardships through no fault of their own,” says Emily Goldfischer, corporate VP of Loews public relations.

The foundation leverages the Internet in accepting applications for—and awarding grants to—individuals in need. It provides a listing of approved appeals for assistance, ranging from a need for eyeglasses or dental care to help in paying a mortgage or apartment rental. Each hotel features a Modest Needs board, and members meet regularly to plan fundraisers and decide which listings to support.

“The program is similar to the micro-financing of small businesses in developing countries. There’s an exhaustive screening process to determine worthy recipients, and grant monies are limited to less than $1,000. Funds go directly to the vendor or service provider listed in the grant, not to the applicant. It’s great to know such a little bit goes such a long way,” Goldfischer says.

Creative event planning has been significant to the success of individual Modest Needs programs. At the Loews Coronado Bay Resort in San Diego, a special $35 three-course tasting menu was devised as a month-long promotion for the opening of their Mistral restaurant, with a portion of the proceeds donated to Modest Needs. The “Modest Price for Modest Needs” menu included selections such as an appetizer of Artichoke Heart stuffed with Prosciutto, Parmesan, Gremolata Sauce, and Garlic-Seared Shrimp; a salad of Roasted Beets, Yellow Tomatoes, and Watermelon Pearls with an Herbed Goat Cheese Quenelle and San Daniele Prosciutto Crisp; and a main course of Local White Sea Bass with Truffled Fennel Salad and Risotto Milanese. Dessert options such as Tarte Tatin, Vatel’s Victory of Chocolate, and Pineapple Carpaccio topped off the charitable menu.

At summertime “Jam with the Band” concerts, the Loews Coronado Bay Resort reached a younger market, with local teen bands providing the music and a $10 cover charge providing for BBQ Chicken Pizza, Waldorf Salad, and nonalcoholic beverages. Proceeds benefited the Modest Needs Foundation, and tagalong parents were invited to chill out with cocktails at Cays Lounge.

Also at Loews Coronado Bay Resort, the “Gift of Art” event held in early December benefited San Diego firestorm victims through Modest Needs. Artist Doris Bestikof’s paintings were showcased and awarded to prestige donors, with smaller donations eligible for various prizes. Guests were treated to complimentary Champagne and a fabulous array of crostini.

Last fall, the Loews Denver Hotel hosted “Vino, Verdi, and Vermicelli” at their Tuscany Restaurant, an evening of fine wines and a six-course dinner priced at $150. Professional singers entertained between courses with classic opera. The hotel donated thousands of dollars to Modest Needs by keeping food and wine at cost and receiving a partial donation of employees’ labor. A silent auction provided another charitable revenue stream in the offering of hotel stays, local dining packages, and sports memorabilia.

The Loews New Orleans Hotel participates in the local Harrison Avenue Marketplace, a food and crafts market designed to benefit hard-hit victims of Hurricane Katrina. Their Modest Needs contributions are made possible through the efforts of staff members like Executive Chef Danny Trace of Café Adelaide, who prepares Pulled Pork Sandwiches with Mirliton Pickles served with Creole Potato Salad and White Chocolate Bread Pudding with Ponchatoula Strawberries. Ice cream sundaes are marketed as a lunchtime fundraiser in the Loews employee cafeteria, where “vanilla with hot fudge” means direct profit to the Modest Needs cause. Loews employees not only support the corporate initiative to reach individual donors in the community but also contribute to Modest Needs through optional payroll deductions.

“Having lost my own home in Hurricane Katrina, it means a lot to be able to participate in the Harrison Market,” says Chef Trace. “We are a tight-knit family at Loews New Orleans, and our team works together in raising funds for Modest Needs. My sous chef comes in on his day off to help out, so you can see the level of commitment. We are hitting it hard, just trying to help. Now it’s our turn to give back.”

Nancy Fox is a frequent contributor to HOTEL F&B.