TOMS: A Case Study in Profitable Cause Marketing
I had written a plea to Stop Killing Cause Marketing a while ago. Central to the controversy is that sometimes cause marketing clashes with consumers when businesses apply their marketing efforts to profitable ventures while utilizing non-profits or charities.
Opponents of cause marketing believe that companies are abusing the charity… and should give any funding out of the goodness of their hearts. My problem with that is sometimes the money is not there to donate… but it is often available if it’s a marketing investment.
TOMS: One for One
If you’ve not heard of TOMS, you’ll be amazed at what this for-profit enterprise has accomplished worldwide. Since 2006, TOMS has put 10 million pairs of shoes on children’s feet in over 60 countries. And since 2011, TOMS has restored the sight of over 150,000 through purchases of TOMS Eyewear. By the end of 2014, more than 35 states here in the US will receive over 1,000,000 pairs of new shoes, and sight is being restored in 3 states already.
TOMS gives away three types of shoes:
- Canvas Unisex Slip-Ons – an all-purpose style (similar to the ones customers buy every day); kids can choose from a variety of colors
- Sports Shoes – constructed for physical activity; supplements their Giving Partners’ programs targeting childhood obesity
- Winter Boots – Fleece-lined, waterproof, adjustable fit; built to withstand cold climates.
TOMS community has helped turn a simple idea into a powerful reality with word of mouth (WOM). Groups like TOMS Campus Programs get college students all over the United States involved with events that educate others on conscious consumerism and social entrepreneurism. Their internship program has allowed other young people to become a valuable part of their story.
Their movement comprises many parts, including One Day Without Shoes and World Sight Day their annual days, to raise awareness for the global issues of poverty and avoidable blindness and visual impairment. Ticket to Give allows you to join them on a Giving Trip and distribute TOMS shoes to children in the field. And if you’re looking for other ways to get involved, their Community Team has many ideas.
This is the poster child for Cause Marketing. By remaining profitable, TOMS has not just had the opportunity to help; they’ve also expanded their operation. Profitable cause marketing has kept them sustainable.
