It’s called "Cause Marketing," and it’s a great way to truly "do well by doing good."
Create a regular event or promotion that benefits a worthy cause, and run it on a regular basis. Do it right, and your investment will provide attractive returns in the form of great publicity, brand-building, goodwill, customer and employee loyalty, new customer trial and current customer frequency.
Wendy’s does a great job with their Halloween coupon promotion that benefits the Dave Thomas Foundation for Adoption. Dave Thomas, the late founder of both Wendy’s and the charity, was himself adopted, and made adoption his special cause. By creating the promotion as a yearly event, Wendy’s has gained efficiency by simply having to implement, and not design, a new program. Here is the promotional release:
DUBLIN, Ohio, Oct 20, 2008 /PRNewswire via COMTEX/ — Kids’ trick-or-treat bags will be filled with more than just sticky sweet candy this year, some may get a coupon for a free Wendy’s Jr. Frosty and help another kid find a home.
Since 1992, the Wendy’s Halloween Coupon Program fundraiser has generated millions of dollars for the Dave Thomas Foundation for Adoption, supporting the Foundation’s mission to move children out of foster care into forever families.
In 2007, the coupon program raised approximately $1.6 million for foster care adoption throughout the United States and Canada.
"Not only does the coupon program generate national awareness for the Foundation, but the support it provides has been extraordinary," said Rita Soronen, executive director of the Dave Thomas Foundation for Adoption. "Initiatives like the Halloween program provide the resources for the Foundation to continue to ensure that every child has the opportunity to grow and thrive in a loving and permanent home."
Wendy’s customers are encouraged to purchase the booklets as an alternative to passing out candy on during trick or treat festivities. One- dollar booklets can be purchased at a number of Wendy’s restaurant locations nationwide.
"Our Wendy’s restaurants really get behind the Halloween coupon program. It is a great way to give back to the Dave Thomas Foundation for Adoption and keep my dad’s legacy alive with our customers," said Wendy Thomas Morse, Thomas 5 Limited. "Giving kids a Wendy’s Jr. Frosty for trick or treat is fun and supports adoption… it doesn’t get any easier than that."
Booklet sales for the Halloween Coupon Program conclude on October 31, 2008. The coupons may be redeemed November 1, 2008 through February 1, 2009. For more information, visit www.wendys.com or www.DaveThomasFoundationforAdoption.org .
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