Christmas is a boom time of the year for charities. People and organisations all around the world are willing to donate to their causes of interest.
About a month ago Coca-Cola announced that they will launch a new charity initiative to provide meals to those in need, as well as bring back its television commercial and truck tour as part of its Christmas activations for 2016. Coca cola will partner with FareShare UK a charity aimed at “fighting hunger’’ and ‘‘tackling food waste”. Through the activation, consumers can scan special labels on promotional Coca-Cola bottles simply using their smartphones, after which they can upload the images to a dedicated website with each image triggering a donation to FareShare that will provide a meal to someone in need. Coca-Cola has always been predominant in partnerships, sponsorships and charity initiatives. This campaign will trigger support from consumers, influence an increase in sales and ensure their product remains a dominant choice amongst their target market.
Trigger customers behaviour to do good and ensure your status of being the chosen brand.
John Lewis’ Christmas campaign is another significant example with their uplifting ad about a bouncing boxer called Buster, which was created in aid of supporting the Wildlife Trusts. The ad cost the company £1m to produce and a total of £6m on the campaign alone. Craig Inglis, the customer director at John Lewis, stated that “2016 has certainly been quite a [chaotic] year, so we hope our advert will make people smile. It really embraces a sense of fun and magic, reminding everyone what it feels to give the perfect gift at Christmas.” The Wildlife Trusts also benefit from this as they get 10% of sales of cuddly toy versions of the animals.
John Lewis’ representative: ‘Each year we work with a charity which fits our ad, and we hope this year’s campaign will encourage more children to discover a love of British wildlife and encourage support of the Wildlife Trusts.’
During Christmas people tend to spend more money which is why forward-looking organisations plan their Christmas campaigns months in advance. Having said that, before starting donations there are few things to take into consideration such as; choosing the right partners, the appropriate type of cause to support and making sure the cause fits in with the organisation’s vision and mission statement.
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