It’s back to school time and cause marketing campaigns abound in the race to garner the hearts and minds of kids and parents preparing for the new school year.
A new campaign from Kellogg’s is asking consumers to upload receipts from their purchase of Frosted Flakes cereal to unlock a $1 donation in support of a new social impact initiative called “Mission Tiger,” which aims to help save middle schools sports. The company has made a commitment to donate a minimum of $500,000 and a maximum of $1,000,000 from the receipt-upload effort.
According to a new survey of middle school teachers from education-focused nonprofit DonorsChoose.org, 6 in 10 feel that their middle school athletic programs are barely funded or underfunded. A lack of funding accounts for 47% of cuts to middle school sports programs, the survey finds.
Typically in these transactional cause marketing efforts where consumer purchase triggers a corporate donation, the act of purchasing the product triggers the donation. In these hectic times, it will be interesting to observe how many consumers will take the time once they get home from the store to upload their receipt in support of the cause.