More retailers are spreading awareness, via cross-channel campaigns and transitory sales, of the charitable causes they support. In doing so, they hope to boost donations, humanize their brands and connect with consumers in a more personal way.
To drive back-to-school purchases and promote the mission of Kids in Distressed Situations (K.I.D.S.), Garnet Hill, Lord & Taylor and Stride-Rite have released limited-time sales and specials and are donating a percentage of profits to the global charity.
K.I.D.S. was developed to bring aid and necessary goods to more than four million children in need worldwide. As part of its mission, the charity “strives to minimize the impact of poverty and tragedy on the well-being of children and teens by building their self-esteem and dignity through the agency partner distribution of new kid-essentials made possible by the donation of product and funds from companies, foundations and individuals,” according the charity web site.
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Since the inception of K.I.D.S. in 1985, the organization has provided $1 billion worth of clothing, shoes, toys, books, baby products and other necessities to 70 million children.
“We have a combination of retail and manufacturer partners that really want to help drive the K.I.D.S. cause,” Laura Belvedere, CMO of K.I.D.S, told Retail TouchPoints. “One of our missions is to build awareness among distributors, manufacturers and retailers, and motivate them to get involved. However, with each of these campaigns we’re also educating end users. We know consumers want to give back, but they may not be mindful of it until they go to a store and realize that their purchases will help people in need.”
Details on the three merchants’ back-to-school K.I.D.S. campaigns, currently underway, are as follows:
Garnet Hill: The children’s retailer is donating $20 of merchandise for every purchase made on outwear, flannel pajamas or flannel bedding online or via catalog. Garnet Hill will provide a maximum of $50,000 through the promotion, which ends October 21.
Lord & Taylor: For every pair of women’s denim sold in stores and online, Lord & Taylor is contributing 2% of the profits. A maximum of $20,000 will be donated when the promotion concludes on September 30.
Stride-Rite: Locations across Florida, New York and Texas are donating up to 28,000 pairs of socks ― one set for every pair purchased online and in stores. The campaign takes place until September 25 and is being promoted heavily across Facebook, Pinterest and Twitter.
K.I.D.S. has begun strategizing for its holiday campaigns, Belvedere reported, and has partnered in a 2013 cause marketing program featuring backpack manufacturer Global Design Concepts. For each backpack sold during 2013, GDC will donate a percentage of the sale to the K.I.D.S. charity — up to $50,000 for the year. Additionally, each backpack will carry a hangtag that explains the goal of K.I.D.S. and encourages participation in a nationwide campaign to help those in need.
