#CMweekly: General Mills Box Tops for Education

Company: General Mills
Cause: Education
Partners: N/A
Website: http://www.BoxTops4Education.com

Program of Action
General Mills’ Box Tops for Education helps schools across America earn more than $400 million since 1996. The annual campaign allows consumers to clip “box tops” coupons from hundreds of participating products such as Cheerios, Hefty, Kleenex, Ziploc, etc. Worth ten cents each, consumers can clip and send the coupons to their school’s Box Tops coordinator. Coordinators collect, organize and mail in all the Box Tops in return for a check, which can be used to purchase school-related items like playground equipment or classroom supplies.

Best Practices
One of the country’s most popular cause programs, General Mills Box Tops campaign gets an A+ because it:

Supports local (U.S.) public education systems; impacts communities they operate in.

Keeps consumers engaged with interactive educational resources such as videos, webinars, news and articles.

Empowers schools with online tools to earn points, track progress and nominate school coordinators.

Shares inspirational success stories that illustrate impact.

BoxTops4Education.com, an exemplary cause marketing website that puts all these elements into one place, also offers visitors printable coupons. For General Mills, this maintains brand image with a cause that encourages consumer loyalty and increased sales.

On the other hand, General Mills has an ‘About’ section for the program, but no explanation as to why they got about supporting education as a company. The information is available on their corporate site, but it might be nice to add why education was chosen as their supported cause on the actual program site. Also, when we clicked on ‘Program Updates,’ there were zero articles posted. Remember, it’s key for content to be continually refreshed so that consumer’s understand the impact being made year-round.

Program Outcome
Just this past year, Box Tops for Education raised $59 million, which helped develop new playground sets, software programs, gym equipment, and more. General Mills has found success in supporting a focused cause and engaging their consumers in the process. Find out how you can make a difference in your child’s, sister, or brothers’ education. Join the online community at http://www.boxtops4education.com!

Check back next week and join our conversation as we highlight the amount of good a text can do!

Your CM Aficionados,
Amy and Kassie


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