Campaign: Get Back and Give Back
Company: NAPA AUTO PARTS
Nonprofit Partner: Intrepid Fallen Heroes Fund
Launch Date: July 1, 2012
NAPA AUTO PARTS has announced a new cause marketing effort called “Get Back and Give Back” in support of the Intrepid Fallen Heroes Fund. Throughout the busy travel month of July, NAPA customers will receive up to a $25 mail-in rebate for every battery, alternator, and starter they purchase, which they can donate all or a portion of to the IFHF. Additionally, NAPA will donate $1 to the IFHF for each redeemed rebate. To raise awareness of the fundraising effort, NAPA stores across the country will be hosting a “Black Out,” where employees will trade their usual blue and yellow uniforms for a black NAPA t-shirt with the IFHF’s logo, along with the phrase, “We Believe In Heroes.”
Kudos to NAPA for this creative use of rebates to benefit a partner cause organization. Giving consumers a choice to donate all or part of their rebate lowers the barrier to entry and by making a corporate donation for every rebate redeemed, NAPA sets the example to follow (though it would be prudent to include a stated minimum/maximum donation). Being able to measurably track the efficacy of this campaign via rebates redeemed is priceless. Additionally, including employees by allowing them to trade an iconic uniform for a cause-branded t-shirt is a smart and simple way to increase visibility and engagement for the effort.