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

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…

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…

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…