Campaign: Spirit of Children
Company: Spirit Halloween
Nonprofit Partner: Local Children’s Hospitals
Launch Date: October 15, 2012
Seasonal Halloween retailer Spirit Halloween is once again bringing its Spirit of Children program to hospitalized children. The program includes events at 85 hospitals with costumes, accessories, decorations and activities. When shoppers make a donation of $2 in Spirit’s almost 1000 stores or online, they will receive a reflective Halloween safety bracelet for kids to wear while trick-or-treating. This year’s program goal is to raise $3.5 million.
No tricks here: there’s something particularly compelling about asking parents to donate for the good of a sick child while they’re shopping for their own healthy child’s amusement. Apparently consumers agree – this seasonal Halloween program has brought in more than $10 million since its inception in 2006. Also important is the fact that donations go to local children’s hospitals in communities where Spirit stores appear each Halloween. A little bit of hocus-pocus in the form of an incentive adds another magic ingredient to this cause marketing cauldron (speaking of incentives, this month’s Cause Marketing Masters webinar covers this very topic – join us!).