TOMS Expands Outreach to Children in the United States

A few weeks age, mega-charity marketing company TOMS decided to expand its outreach domestically. For the past 7 years, TOMS’ major focus has been on providing shoes for underprivileged children in underdeveloped nations. Let’s take a closer look at what TOMS’ new marketing expansion means for the company and for the rest of us too.

Marketing Charity All Over the World

One of my earlier posts took a closer look at cause marketing by TOMS. Whether you agree with its premise or not, there is no denying that the “One for One” campaign works well from a marketing standpoint. The reason? Consumers love to know that their money is going to a good place, and TOMS promises that their products will make a real difference in the world.

“In Our Own Backyard”

Now, TOMS has decided that it’s time to let consumers know that their purchases will also make positive change in their own country. Have a look at TOMS’ heartwarming video abut what they’re doing back home in the United States.

TOMS has partnered with organizations like Save the Children, Feed the Children and Helen Keller International to begin providing free shoes to children in need in 38 states all over the country. In addition to shoes, TOMS has also committed to providing eyeglasses to children in California, New Mexico, and New York. The goal? To provide 1 million pairs of shoes for American children by the end of 2014.

The Takeaway for Businesses

TOMS does one thing very, very right: they tug at their customers’ heartstrings. The company not only tells consumers that their purchase will make a difference; the company delineates exactly how it works on their website, breaking down the giving process and showing consumers just how big of an impact they are having. At this point, TOMS is proud to announce that they have given over 10 million pairs of shoes. Their efforts in the United States show how committed they are to providing not just abroad but back home, where consumers feel more personally connected to the recipients of the donations.

What does this mean for businesses? It all comes down to this: consumers want to know their money is going to the right place. Cause marketing is effective for a reason. If your business is committed to giving back, whether on a multinational or nationwide level like TOMS, or just in your own home community, you should make it known. Let customers know what good causes your business supports. They will be right there with you.

Has cause marketing worked for you? What do you think of TOMS?

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Tree is a somewhat nomadic graduate student pursuing an MFA in Poetry and Literary Translation from Drew University. A self-identified “diplobrat,” she spent over 16 years living as an expat in countries like Guatemala, Bolivia, and Tanzania. Tree graduated from Smith College in 2012 with a degree in Spanish Language and Literature, a minor in Studio Art, and a concentration in Landscape Studies. In between writing poetry for school and content for CEM, she dabbles in goat herding and freelancing. Other interests include reading, watercolor painting, gardening, and traveling.

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