Crate & Barrel’s Distribution of DonorsChoose.org Gift Certificates, Crate and Barrel and Donor’s Choose.org
The dual objectives of this campaign were to deepen Crate & Barrel customer loyalty and inspire civic engagement via DonorsChoose.org. Crate and Barrel provided funding to DonorsChoose.org and sent gift certificates to select customers that enabled them to browse the DonorsChoose.org website and apply the certificate to funding the classroom project of its choice. In the three waves of mailings that had been conducted when the entry was submitted, more than 15,000 customers redeemed the certificates, an extraordinary 12% direct mail response rate. Market research revealed significant increases in customer loyalty among program participants – even those who had not taken the time to redeem a certificate. The program has generated more than $500,000 to fund 6,000 classroom projects reaching more than 150,000 students and generated tremendous publicity for DonorChoose.org which has led to new individual and corporate support.
