Kicked-up fundraising cause marketing with a common goal
Cause Marketing for a Community
Roberts Dairy understands what a frustrating endeavor fundraising can be for organizations big or small. And while they support many causes, it is impossible for the dairy to isolate specific organizations to receive donations. In order to benefit as many nonprofits as possible, Envoy helped Roberts create the Roberts Dairy ABC (“Always the Best for Children”) Value Book. This form of cause marketing has proven most effective for both the nonprofit organizations as well as Roberts Dairy.
High Scores Across the Board
The ABC Value Book Fundraising Program works like this:
- Roberts Dairy donates coupon books to a participating organization.
- The organization sells the coupon books for $1 each.
- All of the proceeds earned stay with the organization.
Participating organizations find the coupon books an easy sell because recipients feel they’re getting a really great deal. The $1 coupon books are filled with $10 worth of discounts on Roberts Dairy products.
Members of the community feel good about donating to their favorite charitable organization, the organization is able to use the money for exactly what they need and Roberts Dairy receives positive public recognition.
Roberts Dairy’s recent community matchup helped make sure a group of Mt. Pleasant High School students had safe and fun after-prom celebration they won’t soon forget! To sell as many ABC Value Books as possible, local Roberts Dairy management formed a partnership with the Hy-Vee Drug Store. Dairy cases displayed informational fliers encouraging shoppers to keep their students safe. Mt. Pleasant High School received all proceeds from the promotion.
Results
- Coupons in the ABC Value Books generate a redemption rate of 15%, much greater than the average FSI redemption rate of 3%.
- More than 90,000 books have been distributed to date.
