The Donate Movement: Successful Fusing of Nonprofit, Corporate, and Consumer Interests

Jun 03

Let’s break nonprofit, corporate, and consumer interests down into simple terms.  A nonprofit wants to further its mission to help people and/or the planet. A corporation wants to do good for its shareholders, its employees, and its customers. A consumer wants to live well at a fair price and feel good about purchasing decisions.  Do these sound like conflicting interests?  The recent collaboration between Goodwill Industries® and Gap Inc. shows us that the merging of these interests is very possible indeed, and has the potential to benefit all parties involved.

In 2010, Goodwill launched the Donate Movement, a public awareness initiative that underlines the importance of donating—an act that has the power to make differences in people’s lives, strengthen communities, and create healthier environments. Over the past year, a number of brands—like Family Circle, Hanes, Levi’s, and Planet Green—have joined the movement, engaging their customers in various ways to support Goodwill and its mission. Most recently, Gap, Inc. teamed up with Goodwill, resulting in an extremely visible and influential engagement of corporate, nonprofit, and consumer sectors.

From May 19-29, 2011, all Gap stores in the United States and Canada accepted clothing donations in support of the Donate Movement. Gap customers who brought in clothes to support the Donate Movement received 30 percent off of their Gap purchases, including items from babyGap, GapKids and GapBody (Consumer Interest √ ). Loyalty to the Gap brand increased with current customers, and Gap introduced their brand to new customers in a positive light, generating sales, name recognition, and increasing customer allegiance (Corporate Interest ).  The donated clothing brought in to Goodwill through Gap’s involvement will now be sold in Goodwill’s 2,500+ stores, and 84% of revenue generated from the donated clothing will be used to fund job training programs and employment placement services for underserved populations (Nonprofit Interest ).

Simple, yet tremendously effective. Collaboration doesn’t need to be complicated to work, and increasing parties involved increases impact.  On top of this, as budgets are being cut across all sectors, it’s more cost effective to work together. Corporate social responsibility is not only vital to the communities we live in. It’s also becoming a necessary part of corporate culture, brand loyalty, and even the bottom line.

Want more?  See Sarah Temple’s recent post on corporate social responsibility value here, and be sure to follow Jennifer Wayman’s posts here on the Social Marketing exCHANGE revealing results of a recent study conducted by Ogilvy Public Relations Worldwide in partnership with the Center for Social Impact Communication at Georgetown University: Dynamics of Cause Engagement.

This entry was posted on Friday, June 3rd, 2011 at 2:27 pm and is filed under Corporate Social Responsibility, Social Marketing. You can follow any responses to this entry through the RSS 2.0. Both comments and pings are currently closed.

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