Campaign: Kmart/March of Dimes Partnership
Nonprofit Partner: March of Dimes
Launch Date: March 31, 2014
As its top corporate supporter, Kmart has launched its 31st year of partnership with the March of Dimes Foundation. Over that time, the company has raised $114 million for the cause. Through late June, customers can donate at the register or online. New this year, Shop Your Way members who donate in-store earn a coupon for 5% back in reward points on their next qualifying purchase. Also new to the effort is the sale of a $5 puppy figurine with $1 donated to the cause (minimum donation of $30,000).
We bring this campaign to your attention because of Kmart’s massive and ongoing commitment to its cause partners. You’ll recall that Kmart raised $21.9 million for St. Jude during the 2013 holiday season. That’s serious cash and puts Kmart right up at the tippy top of consumer donation campaigns. In response to questions about the success of the St. Jude campaign, a spokesperson for Kmart shared that in addition to cause resonance and employee commitment, Kmart “upgraded our check-out technology to make it even easier and faster for customers to make a donation at the register”. Rewarding their loyalty members with additional incentives in this latest iteration of the March of Dimes campaign will also be reason to watch this year’s March of Dimes effort closely. What other ways have you seen long-standing partnerships iterate and evolve for maximum benefit? Add your comments or insights below!