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How back-to-school shopping trends shift campaigns: Part II

August 25, 2021 Leave a Comment

By: Lucy Spratlin

In Part I of our blog series, we shared a few general marketplace trends influencing this year’s back-to-school cause marketing campaigns. These include back-to-school shoppers staying online and partnerships that address the affordability gap for consumers and teachers. Next, we explore how five organizations are excelling at staying on trend with preferences and needs.

Boys & Girls Club of America (BGCA) partners with 25 retailers to support youth development

BGCA is driving donations through retailers both in-store and online. Flexibility is built into the campaign to support the channel mix that’s right for each partner. Partners also have the option to funnel donations to specific BGCA programs such as workforce readiness for teens and after-school homework help.

Forever 21

Campaign period: July 15 – September 8

Offers:

  • Forever 21 donating $1 to BGCA for every graphic tee purchased
  • Customers rounding up to donate at checkout

Old Navy

Campaign period: August 6 – 12

Offers:

  • Customers donating $5 or more in-store receiving $5 instant discount on purchases of $35 or more
  • Customers rounding up to donate at checkout online
  • Donations support teen workforce readiness and job opportunities

Perfect World Entertainment

Campaign period: August 5 – 13

Offers:

  • Perfect World Entertainment donating proceeds from sales of two product bundles from the video Neverwinter on Groupees.com

Ross Stores

Campaign period: July 31 – August 22

Offers:

  • Customers donating in-store
  • Funds raised support Power Hour, BGCA’s after school homework help and learning programs

 

DonorsChoose partners with Bloomingdales and Loft to support teachers

DonorsChoose is driving donations to pay for school supplies for teachers through two major retailers in-store and online.

Bloomingdales

Campaign period: August 1 – 30

Offers:

  • Customers rounding up to donate at checkout in-store
  • Customers donating $10 online to their choice of three programs: basic school supplies, mental health resources or books

In addition, Bloomingdales promotes the campaign with visual installations in all stores and back-to-school pop-ups in select stores, including the New York flagship on 59th Street.

LOFT

Campaign period: July 27 – September 13

Offers:

  • Customers donating online and in-store
  • LOFT matching donations made online, up to $50,000

 

Save the Children partners with TJ Maxx, SC Johnson and Nickelodeon to bring supplies directly to rural students

In a uniquely mobile approach, Save the Children is hosting a bus tour through August 29 to deliver backpacks filled with school supplies and educational games to students in 10 cities across the country. A companion 100 Days of Reading Website is available with daily and weekly activities to keep kids engaged with learning. For every click on the site through September 8, which is International Literacy Day, donations of books, educational materials and healthy food are made to kids living in underserved rural communities.

  

Adopt a Classroom partners with Subaru to address underserved classrooms

To build on the long-standing Subaru Loves Learning program, the company is adopting all K-5 classrooms in the Camden, New Jersey city school district. The funding will provide essential learning materials to 3,280 students in eight schools.

 

RIF partners with Macy’s to promote literacy and recognize educators

Reading is Fundamental (RIF) has partnered with Macy’s for more than 20 years to encourage students to learn through reading. This year’s campaign includes both customer donations and Macy’s Educator Appreciation Awards. Customer donations will go toward RIF’s Race, Equity and Inclusion program which provides books and reading resources that emphasize diversity, empathy and understanding to underserved communities.

Customer campaign period: August 1 – 31

Offers:

  • Customers rounding up to donate at checkout in-store
  • Customers donating online

Three educators are being recognized for demonstrating excellence in encouraging student literacy. The award recipients receive:

  • Macy’s gift card
  • In-store styling session
  • Customized school supplies
  • New library books
  • RIF Literacy Kits for students

 

These stand-out campaigns are inspiring us as we work with nonprofits to find valuable corporate partnerships that achieve significant impact in a changing world. What’s inspiring you? Let us know in the comments or contact us if you’d like to connect.

 

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Filed Under: News Tagged With: back-to-school, Cause Partnerships, CSR, Social Impact

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