Campaign: Kmart/March of Dimes Partnership
Company: Kmart
Nonprofit Partner: March of Dimes
Launch Date: March 31, 2014
Campaign:
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).
Our Take:
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!
Mark Marovich says
Fantastic amount of $’s raised but these type’s of customer donation programs raise questions about other ways to support causes while driving the bottom line, especially for a struggling retailer. How many net-new customers or sales has Kmart received because of this campaign seeing as a majority of the giving takes place in-store or one has to become aware (by Kmart and March of Dimes) of the donation site? The donation triggering a coupon for 5% for rewards point is a nice addition but, again, one would have to be an awards member or be incentivized enough by 5% to sign up and, honestly, is 5% enough to move the needle? Every day online or in print Kmart is running some sort of offer, be it 20% off or Buy One Get One, why not simply give that discount to the cause – same economics and not discounting. Lastly, what tools and incentives does Kmart/March of Dimes give their audience to take this message to their network in order to raise awareness, raise $, and raise sales? The $’s raised shows that their audiences care and give back, give them the ability to share this, easily and socially, and I’d bet the results, not just in $’s raised, would be significant.
Mark
P.S. $5 sale of a puppy figurine gives $1, really? As CSR practitioners do we think it’s a good idea to buy and sell such figurines, let’s use the $ and energy to be more innovative and responsible.