2023 Best Consumer Donation Initiative
JOANN stores inspire creativity in the hearts, hands and minds of its customers who love sewing and fabrics. With 840 stores in 49 states, JOANN is well poised to connect with women 18- to 55 years old as the go-to crafting store. Partnering with Susan G. Komen for a point-of-sale fundraiser made sense for both the corporation and the nonprofit.
Susan G. Komen had two objectives for the campaign: increase customer and employee affinity to Komen and increase customer-driven donations. For JOANN, the program aimed to drive positive customer sentiment through point-of-sale donations and an online challenge and invigorate employees through friendly competition and breast health education. It also sought to use marketing and social media to drive brand awareness and generate interest to visit stores.
Craft for the Cure rallied supporters while engaging a new audience for Komen. At the check-out, customers were asked if they would donate an additional $1, $5, or $10 to Komen. They were also given an option to round up their purchase to the nearest dollar. As an incentive to donate, customers who made these contributions received a coupon to use in-store during their next visit.
Komen and JOANN created an integrated partnership which included a multi-faceted marketing plan including a Facebook challenge to drive current and new customers to JOANN stores. JOANN’s 22,000 team members were educated about breast health and the point-of-sale campaign and many executives and employees participated in the Komen Northeast Ohio Walk near the company headquarters. All 840 JOANN stores competed to be the top fundraiser in their region—top stores were recognized with pizza parties, video messages and visits by Komen’s leadership team.
The point-of-sale campaign raised over $1.1M, which is a 23% increase in funds raised year over year. The Facebook Campaign raised over $41,000 through 1,300 donations and generated more than 10,000 leads.