Goodwill Manasota partners with local businesses on cause-related marketing

Partnerships to offer exposure, social responsibility and great deals

Published Thursday, October 6, 2016

SARASOTA/BRADENTON, FL – Goodwill Manasota has added cause-related marketing to its list of diversified revenue opportunities as it gears up for the last quarter of the year. This type of marketing involves the cooperative efforts of a for-profit business and a nonprofit organization for mutual benefit. 

A test pilot was created in September, featuring a bounce-back program with Nancy’s Bar-B-Que. Throughout the month, shoppers at Goodwill could bring their receipts to Nancy’s and receive a free iced tea; patrons at Nancy’s could bring their receipts to Goodwill to receive 20 percent of their purchases. The response from the community was enthusiastic, so Goodwill prepared to fully launch its bounce-back program on October 1.

Throughout October, Goodwill shoppers are receiving a coupon printed on their store receipts for a free, single-topping slice of pizza at Jet’s Pizza locations in Bradenton, Sarasota and North Port. In turn, Jet’s Pizza customers receive coupons good for 20 percent off their purchases at Goodwill.

Goodwill Manasota started the bounce-back program as a way to help their Ambassadors, area companies that support Goodwill’s mission of changing lives through the power of work. The program helps local businesses to showcase their commitment to helping others and desire to give back to the communities in which they operate.

“In this new era of social responsibility, cause marketing is now the norm – people want to know that companies share their values and the desire to make the world a better place by supporting important causes,” said Veronica Brandon Miller, vice president for Goodwill Manasota. “The bounce-back program is a win-win for everyone involved: the companies, Goodwill and especially the community members who will enjoy great deals at area businesses and our Goodwill retail stores.”

Businesses or brands that don’t showcase corporate responsibility risk losing out to competitors who do.  According to the 2015 Cone Communications Global CSR (Corporate Social Responsibility) Study, the number of consumers who say they would switch from one brand to another if the other brand were associated with a good cause has climbed to 87 percent, a dramatic increase in recent years.

“Jet’s Pizza has enjoyed a mutually beneficial relationship with Goodwill Manasota,” said James Gregg, owner of Jet’s Pizza. “We, as an organization, have had a focus on social responsibility since we opened our first store in 2007. We strongly believe in supporting our local community and charitable organizations such as Goodwill Manasota.”

Goodwill’s bounce-back program for November will include a free cup of coffee from the Clever Cup Coffee Shop, with a 20 percent discount at Goodwill stores for Clever Cup customers. In December, Goodwill and Lakewood Ranch Lobster Pound & Fresh Seafood Market will offer each other’s’ customers 20 percent off.

 

Photo ID: (From l-r) Goodwill Manasota director of marketing & PR Samantha Cummins, vice president Veronica Brandon Miller, and director of development Morgan Gerhart prepare to launch the October bounce-back program with Jet’s Pizza

 

About Goodwill Manasota
Goodwill Manasota is an industry-leading, 501(c)(3), not-for-profit organization that changes lives through the power of work. With the sales of donated goods and philanthropic donations, Goodwill is able to assist people with disabilities and other barriers to employment by providing job skills training and employment opportunities. In 2015, Goodwill Manasota served 22,739 people, placed 961 people in jobs and assisted 358 veterans as they reintegrated back into the civilian workforce. Goodwill Manasota’s economic impact back to the community is worth $81.3 million. Goodwill is one of the pioneers of the reduce-reuse-recycle movement and this past year diverted 41 million pounds out of the landfill. We accomplish our mission through a network of Good Neighbor Centers in Sarasota, Manatee, Hardee and DeSoto counties and our Mission Development Services (MDS) around North America. Goodwill Manasota is accountable to a local Board of Directors. Goodwill Manasota, in essence, belongs to this community and is not owned by any individual or company. For more information, visit www.experiencegoodwill.org.