#CMweekly: Target’s Give With Target

Company: Target
Cause: Education
Partners: Local K-12 Schools
Website: http://www.givewith.target.com

Program of Action
As the back-to-school shopping begins to unfold, Target has launched a new campaign, Give With Target, in an effort to give back to schools for extra need of supplies. Give With Target aims to support and reward K-12 schools up to $10,000 each in Target Gift Cards for books, writing utensils, or any supplies they may need for the 2012-2013 school year. Every week, consumers can vote by entering your zip code and choosing your neighborhood school. For every 25 votes a school receives, Target will send a $25 gift card, up to a maximum of $10,000.

Till September 8, consumers can log in to Facebook, vote, and help raise $2.5 million to support schools. On top of consumer contributions, Target will be rewarding another $2.5 million in grants to in-need K-12 schools, equally a total of $5 million for schools and students for this upcoming school year.

Best Practices
Target leads the campaign based on their value and focus on education, a cause that has been a long-term commitment for the company throughout the years. Education is also a cause consumers find important, according to 2011 Cone Echo Global Study, 90% mentioned education is a very important cause for companies to support. In addition, by consumers submitting zip codes for neighborhood schools, Target customizes a lasting initiative that impacts multiple local communities.

Social Media is a perfect strategy for keeping Target on the minds of consumers during a busy time of season when retailers begin to compete intensely for attention. What a better way to grab participation from kids, young and old, than to provide a simple action through a social media outlet. With 17,199,362 Facebook likes for the company, the media outlet is a nice approach to target a range of consumers such as students, parents, and teachers.

Lastly, Target chose a great time to launch a cause initiated campaign during the competitive back-to-school season. Target recognizes their strong suit in providing consumers with all their needs for back-to-school supplies. The launch of the campaign fits perfectly, they proactively gather momentum during a huge time of season for consumers and take advantage to create and make an impact in their local communities.

As an additional thought, perhaps Target can go beyond online engagement and incentivize passionate consumers to donate in-store. For instance, adding QR codes on specific supplies as a way of a donation, which can increase sales and impact their community.

Program Outcome
Target has a goal of donating $1 billion for education by the end of 2015. The company aims to reward K-12 schools with $5 million through Give With Target. Till September 8, the campaign site will keep track of the recent votes and the top active schools receiving most activity. As a side note, only one vote per person per week is advised. We encourage you to stay tuned and continuing voting for your local schools to receive additional supplies.

Your CM Aficionado,


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