How Love Rocks became a NYC tradition and a major God’s Love We Deliver fundraiser in 10 years

The star-studded 10th annual Love Rocks NYC benefit concert is set to light up New York’s Beacon Theatre this Thursday night with performances from music legends Paul Simon, Mary J. Blige, and Elvis Costello, while Whoopi Goldberg and Julianne Moore take on hosting duties.

This year’s sold-out event carries special significance as it coincides with the 40th anniversary of God’s Love We Deliver, the nonprofit organization that provides medically tailored meals to New Yorkers in need. The milestone comes at a critical time when federal cuts to food programs have significantly increased demand for the organization’s services.

Greg Williamson, who has executive produced all ten Love Rocks NYC shows alongside fashion designer John Varvatos and events producer Nicole Rechter, notes that the current climate has heightened artists’ eagerness to support the cause.

“There has always been a reason to support this cause, if you can,” Williamson explained. “But during the times we’re living in, people are very aware of federal cuts.”

The impact of the Love Rocks concert series has been substantial, raising $65 million over the past decade – enough to provide approximately 6.5 million meals through God’s Love We Deliver. Perhaps equally valuable has been the increased visibility for the organization, which has attracted more volunteers and partners.

“We’ve cracked the code on using music to raise money and raise awareness, which is not an easy thing to really do effectively and it’s not an easy thing to do year after year,” Williamson said.

This year’s event, which will be livestreamed at loverocksnyc.com, is on track to become the largest single fundraiser in the organization’s four-decade history. The timing is fortuitous as God’s Love We Deliver recently expanded its operations, opening a new distribution center in Brooklyn last month and launching its “40 Forward” capital campaign to optimize service delivery.

Terrence Meck, president and CEO of God’s Love We Deliver, emphasized that the organization has deliberately cultivated diverse funding sources over the years, with federal grants comprising only a small portion of its budget. This approach stems from the organization’s origins serving HIV-positive patients before expanding to assist anyone with chronic illness.

“We’ve been really lucky,” Meck said regarding potential federal funding challenges. “I think we operate in a sweet spot with this administration because ‘food as medicine’ is something that they are talking about and that they’re keeping front of mind when it comes to the health and well-being of this nation.”

Currently, approximately 60% of the organization’s annual budget comes from philanthropic sources, including individual donors and other nonprofits. This financial structure has provided stability amid changing political landscapes.

What truly distinguishes God’s Love We Deliver, according to Meck, is its volunteer network. “The care, dignity and compassion that we bring to our clients through food, but also through that human connection is so important,” he explained. “Of course they love our food and they’re so grateful that they’re not hungry… But it’s all about feeling, about knowing, that they’re not alone.”

The organization reached another significant milestone last year when it delivered its 40 millionth meal in the New York area. Actor and philanthropist Liev Schreiber celebrated the achievement, calling the nonprofit “a testament to New Yorkers and how they step up.”

The Love Rocks NYC benefit has become a cornerstone of New York’s philanthropic calendar, bringing together musical talent and compassionate giving at a time when food insecurity remains a pressing issue. As government support fluctuates for social service programs, events like this play an increasingly crucial role in ensuring vulnerable populations receive essential nutrition and human connection.