Post Net Gives Back

Campaign: Post Net Gives Back
Company: PostNet
Nonprofit Partner: The ALS Association
Launch Date: July 25, 2012

Campaign Description: 

PostNet announced the launch of a nationwide effort to raise funds for The ALS Association, a national non-profit organization fighting Lou Gehrig’s Disease. PostNet’s philanthropic efforts to support The ALS Association are in honor of one of its franchise owners, Dennis Richard Coogle of Mooresville, N.C., who lost a five-year battle with ALS last year. From now through September 15, 2012, several hundred franchise locations across the country will raise funds primarily through a point of sale “pin-up” campaign where individuals can donate $1 and write their name on a paper pin-up to show their support of the fight against ALS.  Other franchises will raise funds through participating in Walk to Defeat ALS events in communities nationwide.

Our Take: 

Hats off to PostNet for taking on a tough cause to market to consumers. Clearly there is strong sentiment among PostNet employees for their fallen franchise owner, which is evident in their communications. The plight of one specific individual may resonate in Mooresville, NC, but will it resonate in Berkeley, CA? As in so many pin-up campaigns, the success will rest on the shoulders of the franchise owners’ ability to clearly and compassionately convey their dedication to this cause to their employees and, by extension, the consumer.