The depth and impact of Subaru’s five-year-old ‘Share the Love’ campaign has made it one of America’s most admired cause marketers. By enabling customers to support causes they care about, Subaru has strengthened its brand identity and customer loyalty. During the “Share the Love” event held at the end of each year, Subaru donates $250 for every new Subaru vehicle sold or leased. Customers who purchase or lease a vehicle during that period select one of five charities to receive the donation. The program has donated $25 million to nonprofits over the past five years. For the past several years, ‘Share the Love’ has incorporated a Facebook component, where users could vote to select two nonprofit organization to join an existing roster of participating charities.
The charitable contributions from “Share the Love” have funded a diverse range of projects including wish-granting, meal delivery to senior citizens, animal health services, Alzheimer’s research, and support for military members and their families.