#CMweekly: Starbucks Create Jobs For USA

Company: Starbucks
Cause: Economy
Partners: Opportunity Finance Network
Website: http://www.CreateJobsForUSA.org

Program of Action
Starbucks launched Create Jobs for USA to help create and sustain jobs throughout the United States. The campaign addresses the concerning unemployment rate at 9.1%, teaming up with Opportunity Finance Network (OFN) to pool donations from customers, employees, citizens and partners. Donors can donate $5 or more and receive a red, white, and blue wristband with the message “indivisible” symbolizing American pride.

Opportunity Finance Network (OFN) manages the nationwide fund for Create Jobs for USA. It is a national network of community development financial institutions providing job opportunities to disadvantages communities across America. OFN increases job growth in the most needed areas and sparks financial returns and changes for people and communities.

Best Practices
With the current movement around OCCUPY, Starbucks has chosen relevant timing to engage consumers online and off to the economic and job crisis that’s capturing attention around the nation. The bracelet captures the American spirit and becomes a recognizable staple for the campaign in Americans helping Americans create jobs. On the packaging, Starbucks provides a mobile barcode that directs donors to CreateJobsForUSA.org where they can see their impact and share their support.

We’re a fan of CreateJobsForUSA.org because of the social proof the content provides for the campaign. For example, visitors can view ‘Success Stories’ on an interactive map that shows real-life photos and stories of those who have benefitted from OFN’s grants to create or sustain jobs. In addition, citizens have the ability to “Share Your Story” by discussing ideas on how communities can come together and help the job crisis or share an inspiring story on how the program can help a friend or neighbor get back on their feet.

On the other hand, though success stories are listed on CreateJobsForUSA.org perhaps Starbucks can display how much consumers have contributed so far to the cause. No ending date to the campaign is mentioned; therefore, setting a monthly or weekly tracker of how much impact is being made could attract more citizens to donate.

Program Outcome
Starbucks Foundation is contributing $5 million to Create Jobs for USA program. On top of that $5 million, for every $3,000 donated through the program from consumers, a single job is created or maintained. Therefore, the $5 million being contributed is sustaining or creating more than 1,600 jobs already. In our effort to support the program we have bought our wristbands! Now, we encourage you to purchase one and show your support to inspire and help Americans get to working again.

Your CM Aficionados,
Amy and Kassie


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