The key to successful strategic philanthropy is making it strategic. A non-profit has collaborated with a for-profit that provides a winning strategy for all. The Women’s Foundation for a Greater Memphis was looking for a way to say thank you to its donors. They came up with the idea to load a Kroger gift card with five dollars. The strategic part being, when the donor goes grocery shopping, they load the $5 gift card with their grocery money, and after paying for the groceries with the card, Kroger donates 5 percent of the total amount spent to the foundation. Thus, each time the donor grocery shops, they are giving to the foundation.
This strategy is highly effective for cause related marketing for both the for-profit and non-profit organizations. The for-profit benefits by aligning itself with a non-profit that the consumer cares about, while the non-profit aligns with a for-profit that helps them easily generate donations.
Typically, for-profits will give cash (which is a non-profit’s favorite type of gift), but this strategy is effective because it is a continual circle of giving that creates a positive relationship between the sectors and the consumer.
Click here to read the article, http://www.memphisdailynews.com/news/2011/nov/24/cause-marketing-fulfills-circle-of-giving/.
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