Skip to main content

The Business Value of Serving as a Drop-Off Point for Food or Christmas Gifts

There's just a few more donation days before Christmas for your local food bank... or Toys for Tots, or Sub for Santa, or the Salvation Army’s Giving Tree... and this ad that appeared in a Walgreen sales flyer in late November made me wonder about the business value to a retailer or firm of serving as a drop-off point.

Here’s what I came up with:

Publicity
Walgreens got a little positive publicity from the Ellen DeGeneres Show. You might get something similar in your local market if your local Giving Tree or Sub for Santa effort has media sponsorship.

New Sales
Walgreens put the ad on the same page as a spread of fairly inexpensive toys, the subconscious message being that if you’re of the mind to do so, you could just buy one or more of these toys and deposit it in the collection barrel.

Likewise, if you’re outlet is a grocery store, someone could certainly add a couple extra cans of tuna or chili con carne to their shopping cart and drop them off in the food bank’s bin on your way out.

Increased Foot Traffic
If your business is an insurance office or a dry cleaner or another kind of service-based storefront that doesn’t generate a lot of foot traffic, then you’d probably be well served by some kind of matching program. That is, “with every can of food you drop off at Acme Dry Cleaners, we’ll match it can for can.”

Bounceback
Once in your doors, you’d want to do couponing or sampling some other tactic to get people to come back to your business. As in, “Drop off an unwrapped toy at Salazar Brothers Insurance and we’ll give you a free smartphone calendar app that stores important birthdays, anniversaries, and other reminders, including when renewals are due.”

Engaging Your Employees I think there’s also value in enlisting support from your employees. Unless you have a well-developed internal distribution system, chances are someone from your office will probably have to collect the items and deliver them to the Salvation Army or Toys for Tots or the food bank.

If someone agrees to volunteer for a half-day or a day, pay them for their volunteer work. People love the sense that they’re valuable to your company. But even more people… Millennials especially… crave the feeling that they’re contributing to the greater good. People with a generous impulse want to volunteer, but extra time during the holidays is always in short supply. So if they can volunteer while on the clock, so much the better.

Associate Your Company With a Respected Nonprofit Brand
Everyone loves the Salvation Army. Pound for pound the Sally Ann is one of the most efficient and effective charities around. My local food bank is almost as highly esteemed in my community. Why wouldn't your company want to be associated with causes like that? Especially since your expense for doing so is almost nil. By making your storefront a drop-off point, you enjoy a small halo effect of being associated with a venerable charity.

Comments

Popular posts from this blog

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…

Profile of Cause Marketing Veteran Joe Lake

Blogger's Note: What follows is a profile and interview I wrote of Children's Miracle Network co-founder Joe Lake, who was recently installed as the CEO of the Starfish Television Network. This originally appeared in the Salt Lake Enterprise on Monday, May 11.

Lining the walls of the office of Joe Lake, the new CEO of the Starfish Television Network, a 501(c) (3) public charity and television network founded in 2006 and headquartered in Midvale, are pictures of the many celebrities he has worked with.

There are pictures of Joe with Goldie Hawn, Sidney Poitier, Jeff Bridges, Bill and Hillary Clinton, Rob Lowe and Walter Cronkite, and affectionately-autographed publicity stills from Bob Hope and Rich Little.

It’s something you’d expect in the office of a Hollywood agent, or at a celebrity hangout in Manhattan, or Chicago or Vegas. But the Starfish Television Network, whose mission is to tell the stories of nation’s nonprofits in a way that educates, entertains and inspires its audi…

50 Cent, Cause Marketer

Curtis Jackson, aka rapper 50 Cent visited the horn of Africa in September 2011 hosted by the United Nations and committed to provide 1 billion meals to the World Food Programme over the next five years, funded in part by several cause marketing efforts.

The Horn of Africa has a lot of problems right now, nonetheleast of which is that starvation there is rampant, long-term drought is endemic, and working institutions are few.

Since the UN's World Food Programme can manage to deliver a meal for about $0.10, Jackson has basically committed to donating $100 million (or 200 million 50 cent pieces). That's a very big number.

He gave his commitment a kick start with a donation of $350,000. Like him on Facebook, and when he reaches 1 million new likes, he’ll donate another $1 million.

50 Cent is also tying the sales of his Street King energy drink to the World Food Progamme (WFP). For every bottle sold, 50 Cent will donate one meal.

Street King competes with 5-Hour Energy Drink, a ca…