Tuesday, July 28, 2009
Give and Get -Gives More At The Gap
Gap's Give and Get program is a shopping discount and charitable giving promotion available this weekend July 31st through August 2nd. For every purchase made with the Give and Get coupon at a Gap, Banana Republic, or Old Navy Store, the customer receives a discount of 30%, and Gap Inc. gives 5% of the sale amount to The Global Fund which fights AIDS, tuberculosis and malaria. A copy of the coupon is on this link: http://www.gapinc.com/giveandget/globalfund/.The coupon can be reused throughout the four days promotion.
As I researched more about Gap's philanthropy, I learned that Gap participates in the RED Program, which supports the Global Fund, by selling specially designed t-shirts and other clothing of which 50% of the profits go to RED.
Gap's doubling up on their commitment to support the Global Fund through RED with their in-store promotion and by selling RED designated product has worked. Through their past efforts, by teaming up with Gap as part of this Gap Give & Get promotion, RED has been able to generate over $600k for the Global Fund. They are hoping that in the next few days they can reach their $1mm goal.
Struggling retail store of all sizes can adopt similar innovative promotion and cause marketing strategies that attracts customers with sales while supporting a cause. As a small business owner, you don't have to be big like Gap, you don't have to have a big cause like AIDS, your don't have to have big bucks in order to achieve your philanthropy goals. But you can make an impact for a cause you care about by developing your unique cause marketing and store promotion program.
For related posts read: Give a Little, Get a Lot Back, Why Giving Is Good For Business