Campaign: Kiss Clutter Goodbye
Company: The Container Store
Launch Date: March 28, 2016
In a first-time partnership, Goodwill and The Container Store are teaming up for a campaign called Kiss Clutter Goodbye. Consumers are encouraged to donate funds to Goodwill or bring items for donation to The Container Store locations nationwide during two weekend donation events. Customers who donate goods or a minimum of $5 during these weekends will receive a free, co-branded bag from The Container Store to remind them to declutter and donate to Goodwill throughout the year.
The Container Store’s partnership with Goodwill seems a match made in home organizing heaven. Any good professional organizer will advise clearing out and making space prior to tackling an organization project and this partnership helps consumers accomplish both in one visit to The Container Store – how convenient! The Container Store is going ‘all in’ on communications for this campaign, including messaging about Goodwill in its direct mail, customer emails, social media and online marketing: a critical factor to any cause marketing campaign’s success. Perhaps next time a small discount coupon to be used during their visit to The Container Store would sweeten the incentive for would-be customers.
Quick aside: this campaign is just one example of how Goodwill is reinventing its business model. To hear about embracing innovation in an established nonprofit, be sure to join us for the 2016 Cause Marketing Forum to hear a keynote on this topic by Goodwill’s Michael Meyer.