Back to School Giving Campaign

Campaign: Back to School Giving Campaign
Company: Kia Motors America and local Kia Dealers
Nonprofit Partner: DonorsChoose.org
Launch Date: August 28, 2013

Campaign Description:  

Kia Motors America (KMA) and DonorsChoose.org have launched a back-to-school cause marketing campaign to raise $3 million for high-need public schools across the country. For the second year in a row, KMA will make a matching contribution for each donation to eligible projects during the month of September. In addition to KMA’s national matching program, Kia dealerships in Atlanta, Dallas, Houston, Miami, Orlando and Tampa launched similar matching campaigns that target public schools in each metropolitan area.

Our Take:  

Consumer donation cause marketing programs raise the largest amounts of money for charities. In a direction-donation charity such as DonorsChoose.org, what better incentive than a dollar for dollar corporate match? Interestingly, DonorsChoose.org presents each match project as being “half off thanks to Kia”, thereby lowering the amount needed per project. Involving local donors to feature nearby schools showcases those dealerships as local community champions and increases their individual visibility.