CAUSE MARKETING TODAY

October 2014

Way too many point-of-sale donation campaigns consist of little more than outfitting cashiers with a button, a pad of paper icons and an (often ignored) script. No wonder many consumers consider them a hassle.

On a recent shopping trip, we discovered that seasonal retailer Spirit Halloween takes POS activation to scary new heights to support 130 children's hospitals. It's an example we can all learn from.

Spirit Halloween stores are all about ghosts and goblins...until you reach the checkout counter. It's a pop-up charity shop celebrating children's hospitals.

The first thing you'll notice is a huge wall behind the registers, blank except for hundreds of pin-ups and Spirit of Children branding everywhere. Next, you'll be captivated by a video that shares powerful images and interviews of kids, parents and hospital staff.

When you reach the counter, you're asked, "Would you like to donate $1 to: (Fill in the name of your local children's hospital)?" When you agree, you're given a pin-up to write your name on along with a large cowbell to ring to celebrate your generosity!

And it works. The program has raised more than $16 million in cash and merchandise donations since 2006. Here are three reasons why:

1) It works because it's larger-than-life, just like the store itself. Give a kid a cowbell and she'll ring it loud and proud, setting the stage for the next customer to give.

2) It works because it's authentic. Video greetings from young patients really connect shoppers to the cause.

3) It works because there's a streamlined system. Well-trained seasonal sales staff don't miss a beat in asking for donations. By the time it's your turn to present your credit card, you're prepared to give.

If your point-of-sale effort is flagging or you are just getting started, we hope this spooktacular effort inspires you to create a campaign that, instead of being resented, enhances each shopper's experience.

David Hessekiel

President

Cause Marketing Forum

P.S. Save the date: The 2015 Cause Marketing Forum conference will take place on May 27 & 28 at the JW Marriott Chicago. Registration opens in December.

November Cause Marketing Masters Webinar

How Corporate Intrapreneurs Drive Change

November 20, 2014
1:30 to 2:30 pm ET

FREE to CMF Members or $99

Social intrapreneurs work inside companies to drive positive change by focusing on innovations that align corporate objectives to societal and environmental needs.

Little has been written about the crucial role of this special breed of employee and what they can do to be more effective.

In this webinar, Return on Talent's Heidi Kikoler will educate us on the state of social intrapreneurship, inspire us with real life stories and share best practices on driving change from within.

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