Skip to main content

Pizza Hut Paper Icon Program for the World Food Program

Pizza Hut is currently raising funds for the UN's World Food Program using the paper icon at the left, a mobile phone text fundraising effort, and celebrity support from songstress Christina Augilera. The campaign called From Hunger to Hope also invites direct support through the campaign website.

From Hunger to Hope comes from Yum Brands, franchisor of Pizza Hut, KFC, Taco Bell, Long John Silver’s, and A&W, and the campaign crosses all of its restaurants. In 2009 the effort generated $22.5 million for the WFP and other hunger agencies, which translated into 90 million meals.

Twenty-two million dollars is a laudable, even herculean effort. But consider that Yum operates 37,000 locations. Some locations will do more and some will do much less, but to raise $22.5 million each store needs to average $608.

With so many locations, a modest improvement in per store fundraising translates to huge numbers in the collective total. For instance, if per store fundraising goes up to $650 per store on average, Yum raises $24 million for the World Food Program.

In short, incremental improvements to the campaign make a big difference.

Here’s one improvement to the paper icon itself that Yum could easily and inexpensively implement right away. When I picked up a pizza yesterday on the way home, I saw the icons, and the counter cards with Aguilera’s face on it and asked the man behind the counter what it was all about.

The man… a shift manager… seemed slightly flummoxed by the question. He walked over to one of the paper icons, read World Food Program and replied that it was to "help provide food."

With 37,000 locations and probably 5-10 times that many store and regional managers, I’m not surprised this fellow didn’t get the message. But Yum could have made it easy on him by printing on the back of the icon a 12-15 word explanation of the campaign.

Currently the back of the World Food Program icon is blank.

The 15-word sentence should be followed by a 25-word sentence that explains how every dollar to the World Food Program feeds four children.

That manager could have read the first sentence to me or he could have just handed it to me to read for myself. There’s a price for printing on the reverse side, of course, but if Yum is printing these by the millions, that cost is nominal.

If this one simple measure helped Yum staff sell just 24 more paper icons per store, the Yum system generates $1 million more for the World Food Program and 4 million more kids get a meal.

Comments

Popular posts from this blog

Three Ways to Be Charitable

I’ve spent a big chunk of my career working with or for charities. Many of my dearest and ablest friends are in the charity ‘space.’ And the creativity and problem-solving coming out of the nonprofit sector has never been greater.  Although I’ve had numerous nonprofit clients over the last decade or so, I haven’t worked in a charity for about 12 years now, which gives me a certain distance. Distance lends perspective and consequently, I get a lot of people asking me which charities I recommend for donations of money or time. My usual answer is, “it depends.” “On what?” they respond. “On what you want from your charitable activities,” I reply. It sounds like a weaselly consultant kind of an answer, but bear with me for a moment. The English word charity comes from the Latin word caritas and means “from the heart,” implying a voluntary act. Caritas is the same root word for cherish. The Jews come at charity from a different direction. The Hebrew word that is usually rendered as charity is t…

Top Eight Cause-Related Marketing Campaigns of 2007

Yeah, You Read it Right. It's a Top 8 List.

More cause-related marketing campaigns are unveiled every day across the world than I review in a year at the cause-related marketing blog. And, frankly, I don’t see very many campaigns from outside North America. So I won’t pretend that my annual list of the top cause-related marketing campaigns is exhaustive.

But, like any other self-respecting blogger, I won’t let my superficial purview stop me from drawing my own tortured conclusions!

So… cue the drumroll (and the dismissive snickers)… without further ado, here is my list of the eight best cause-related marketing campaigns of 2007.

My list of the worst cause-related marketing campaigns of 2007 follows on Thursday.


Chilis and St. Jude Children’s Research Hospital
I was delighted by the scope of Chilis’ campaign for St. Jude Children’s Research Hospital. As you walked in you saw the servers adorned in black co-branded shirts. Other elements included message points on the Chilis beverage coas…

Five Steps To Nurture a 30-Year Cause Marketing Relationship

Last Monday, July 22, 2013, March of Dimes released the annual results of its campaign with Kmart... now in its thirtieth year... and thereby begged the question, what does it takes to have a multi-decade cause marketing relationship between a cause and a sponsor?

In the most recent year, Kmart,the discount retailer, donated $7.4 million to the March of Dimes, bringing the 30-year total to nearly $114 million. March of Dimes works to improve the health of mothers and babies.

Too many cause marketing relationships, in my estimation, resemble speed-dating more than long-term marriage. There can be good reasons for short-term cause marketing relationships. But most causes and sponsors benefit more from long-term marriages than short-term hookups, the main benefit being continuity. Cause marketing trades on the trust that people, usually consumers, put in the cause and the sponsor. The longer the relationship lasts the more trust is evidenced.

There's also a sponsor finding cost that…