An update of a popular blog post from December 3, 2018

Here’s a great idea for an in-store or online promotion: combine cause marketing with BOGO, the tried-and-true “buy one, get one free” concept, to offer Buy One, Give One.  A few big companies have been doing this for years, specifically the shoe company TOMS. Their promise to give a shoeless child in Africa a pair of shoes for each one sold has resulted in donations of over 100 million pairs of shoes, as well as additional types of contributions.

Other companies selling everything from soccer balls to medical scrubs offer a charitable BOGO. Bombas donates a pair of socks to homeless shelters for every pair sold; Warby Parker distributes a pair of glasses to someone in need through their “Buy a Pair, Give a Pair” program; and Yoobi provides school supplies to classrooms in need with every item purchased.

How can you make the charitable BOGO concept work in your store? The first step is to select a cause that will resonate with your customers. You might even conduct a survey to allow shoppers to participate in selecting which of three or four non-profits you will be donating to.

Next select a product that you carry that the charity can use – for example teddy bears for a homeless shelter, or dog toys for the Humane Society. If you don’t carry a product that is appropriate, come up with a specific description of what you will buy. Cuddle + Kind, whose stuffed toys are shown above, advertises that they donate 10 meals to children in need for each hand-knit doll sold. “We wanted to create a sustainable stream of giving that wouldn’t rely on donations,” they state on their website. “Since September 2015, we’re thrilled that your purchases have helped provide over 38 million meals to children in need.”

You may want to set a specific time for your Buy One, Give One offer in order to create a sense of urgency – the spring or winter holidays are perfect for this type of feel-good marketing. In addition to promotion through your email blasts, and social media, ask the non-profit to reach out to their supporters. Helping non-profits in your community demonstrates the importance of shopping local, and hopefully will bring new customers into your store.

Happy Retailing,
Carol “Orange” Schroeder

PS There will not be a Specialty Shop Retailing blog next week.