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The October 29, 2008 Starbucks press release says, “Starting on November 27, 2008 and continuing through January 2, 2009,  Starbucks will contribute five cents from the sale of any (STARBUCKS)RED EXCLUSIVE beverage* at all company-owned and licensed stores in the United States and Canada to the Global Fund to invest in AIDS programs in Africa.   Once (STARBUCKS)RED EXCLUSIVE Holiday beverages leave stores, the company will offer its customers the opportunity to make (RED) choices in their purchases every day.”

“(RED)’s primary objective is to engage the private sector in raising awareness and funds for the Global Fund, to help eliminate AIDS in Africa. Companies whose products take on the (PRODUCT)RED mark contribute a significant percentage of the sales or portion of the profits from that product to the Global Fund to finance AIDS programs in Africa, with an emphasis on the health of women and children. Current partners are: American Express (U.K. only), Apple, Converse, Gap, Emporio Armani, Hallmark, Dell, Windows and Starbucks.  Since its launch in the Spring of 2006, more than $112 million has been generated by (RED) for the Global Fund. (RED) money is at work in Swaziland, Rwanda, Ghana and Lesotho. For more information, visit www.joinred.com.”

(RED) has been controversial because people wonder about the level of contribution versus the amount spent promoting it.  However, (RED) is a commerce-based way to support a cause which means it needs to make business sense and be win-win.  Frankly, generating $112 million in 2 years for the Global Fund is only great news!!  What other marketing resources the companies spend to promote their (RED) products and their involvement they would be spending anyway.  At least these companies have all stepped up to be part of a movement that is looking for solutions to a serious issue of our times.

Anyway…I went on the Colts’ website to double check the start time of the game and saw that tonight before the game, the team is sponsoring a book drive.  “This year, the Colts will host a Books for Youth collection prior to kickoff of the Colts vs. Bills game on Sunday, August 24, 2008 from 4-8 p.m. Collection sites will be located at the Colts Community Collection Stations outside each of the Lucas Oil Stadium gates. Be sure to bring a new or gently used children’s book to drop off before you enter the new home of the Colts!  If you are unable to donate on August 24, but would like to support the Books for Youth initiative, please click here for more information.”

Turns out that in 2006 the Colts announced a new partnership with the Indiana Department of Child Services (DCS) for the “Books for Youth” program. Through this program, the Colts and the DCS are providing foster children throughout Indiana with their own personal library of 25 books.  When you click the Community tab on their website, it lists 16 programs the Colts support – Books for Youth is only one of them.

Nice job Colts!  Good luck tonight!

I am in Indianapolis for the weekend between rounds of AmeriCorps interviews for the statewide evaluation I am conducting.  I was wandering through Circle Center, the downtown shopping mall, and happened into Finish Line to look at athletic shoes.  Right inside the door was a big open box that said Sole Destination.  Reading the fine print I learned that customers bringing in an old pair of athletic shoes to donate when they buy a new pair, get $5 off their purchase. The old shoes go to Soles4Souls, a nonprofit whose mission is: To impact as many lives as possible with the gift of shoes.

I checked out their website when I got back to the Hyatt.  “Soles4Souls facilitates the donations of shoes, which are used to aid the hurting worldwide. Shoe companies, retailers, and individuals can donate footwear (both new and used).”  I now remember I first heard about this group post-Katrina.

On the Soles4Souls website, I could find no mention of the Finish Line as one of their retail drop off points in Indiana.  Hmmm…wonder why not?  Should be listed.  WHat I DID like about the Soles4Souls website is that they have a ways to help section which lists ways that businesses and corporate sponsors can provide assistance which makes it very clear how you can get involved.

I was intrigued by what Art with Heart is doing so tried to find out more information about them.  I found the following description from a Google search. “A NEW Fine Art Galleria of Enrichment, to teach and benefit the oncology children of Akron Children’s Hospital.  We offer original framed art, greeting cards, quilts & more at reasonable prices.” 

So…I kept digging and found their own website which stated: “Buy gifts for any occassion for the ”Gift that keeps on Giving,”  and 10% or more of the net proceeds  from each purchase will benefit Akron Children’s Hospital cancer programs. If you wish you may make a non tax deductible donation to help increase our donations and provide no cost art lessons to support these special children.”

Art with Heart is an art gallery that opened in 2007 with the mission” to enrich the quality of life of our children, our customers, our artists and our communities ……”  They pride themselves on being a business with a heart and100% customer satisfaction. “Our business ethics and values are second to none.”

On their home page, after displaying photographs of the gallery and selected art pieces, the website page ends with the hospital logo and the statement, “You can help support and enhance the life of the oncology children at Akron Children’s Hospital every time you shop, register or order from ART WITH HEART. Just visit our galleria, e-mail, or call for the “Gift that Keeps on Giving,” and a portion of the proceeds will go directly to Children’s.”

Interesting model of giving and one which I am sure draws customers to their store!

For the second year in a row, Qwest Women and employees provided every child at Warren Village a brand new pair of shoes.  “Seeing the joy on their faces was priceless,” according to Bridgette O’Toole who managed the shoe donation project for the company.  The article also mentioned that members of the women’s organization “asked everyone they knew to buy a pair of shoes to donate” which to me means they leveraged their personal networks not only to increase the amount they were able to contribute but, at the same time, they let others know about their community involvement, helping to improve the company’s image.  There were quotes from both Bridgette and Naomi Taggart, resources director for Warren Village in the article.
A couple things I liked about this little article:  One, it was submitted to the paper by the nonprofit, not the company which gives it higher credibility in many readers’ minds.  Two, it included quotes from both organizations on the benefit they received from engaging in the activity.  Third, the article gave the contact info for the nonprofit so readers could go to the website and read more about the organization.

However, I have a tip for all nonprofits.  It is great to submit a press release to the local newspaper to announce and indirectly thank a company for their support of your organization.  However, be sure to then post it on your website ASAP.  When I went to Warren Village’s website, they do have a press release page on their site but the most recent release posted there was a month old.  The Qwest release was not yet posted.  Sure nonprofits are often stretched and busy…but excellent donor care is essential!  Submit the release to the press and your webmaster at the same time!!

“Warren Village exists so that low-income, single parent families achieve sustainable personal and economic self-sufficiency. People who are homeless have not only lost their home, they have also lost their connection to the community. Safe and secure housing, combined with self-help services gives stranded families the opportunity to regroup and become valuable members of society.”

Below the star was a large photo of two Guards in uniform – one male and the other female with the caption, “Come in this weekend & meet your local military personnel & say Thank You in person.”  Last was a photo of company executives making their 2007 presentation of a large check for $19,300 to the Colorado National Guard Foundation.  More than one-third of the full page ad was dedicated to highlighting the philanthropic focus assicated with this weekend sale.  Nicely done, Champion.  I hope you got a good draw from this ad! 

When I went to their website, however, I was disappointed because Champion has missed a few great opportunities to feature their philanthropic efforts and stand out from other window and siding companies, enhancing their credibility and reputation.  They do not have a page highlighting their community involvement on the website that I could find.  When I went to their press release page, there were no releases posted for 2008 at all.  There was a release for the 2007 Colorado National Guard promotion. 

I STRONGLY encourage you to consider adding a page to your company’s website to highlight what you do in the community- customers care!  It can be the factor that tips someone into making their purchase from your company so don;t make the same mistake as Champion.  Also, have a system in place and someone assigned to write and release press releases.  If you are not comfortable releasing it yourself, have your nonprofit partner do that to benefit both you and them.  You may need to provide assistance in developing a quality release depending on the nonprofit you are partnering with but it can have more weight in the eyes of the community coming from them, not you. 

In their press section, a June 14, 2007 press release announced, “Converse announces today that Common, Grammy award winning hip-hop artist and actor, will be the face of Converse (PRODUCT) RED.  Common will appear in Converse’s first national print campaign to further support Converse’s partnership with (PRODUCT) RED.  The Fall 2007 advertising campaign is entitled “Weapon of Change” featuring irreverent messages and bold illustrations encouraging consumers to be optimistic rebels and become agents of change.  The Converse (PRODUCT) RED Weapon® will be available exclusively through Foot Locker, Inc. and on www.converse.com.”  Later in the release it said, “Depending on the product sold, 5% – 15% of net sales from Converse (PRODUCT) RED shoes will go to the Global Fund to Fight AIDS, Tuberculosis and Malaria (Geneva, Switzerland).  (PRODUCT) RED is an economic initiative created by Bono (U2, singer and activist) and Bobby Shriver (Chairman of DATA – Debt, AIDS, Trade, Africa), designed to deliver a sustainable flow of private sector money to the Global Fund to invest in African AIDS programs with an emphasis on the health of women and children.”

OK…so now I am done with RED for now!!  Onwards!