WomenHeart and Burlington Stores: Optimizing Point of Sale Donations as a Cause Marketing Strategy
Friday, July 15th, 2016
11:15 AM - 12:30 PM: Breakout 6
In 2012, the national off-price retailer Burlington stores became the first $1 million partner of WomenHeart: The National Coalition for Women with Heart Disease. WomenHeart a 501c(3) - a patient advocacy organization whose members are women heart patients and their families, physicians, and health advocates - all committed to serving the forty-three million American women living with or at risk for heart disease.
You will hear an in-depth presentation on the WomenHeart/Burlington Stores point-of-sale fundraising model and the components of the annual WomenHeart/Burlington campaign which included free in-store heart health screenings, distribution of bilingual (English and Spanish) educational materials, and traditional and social media outreach.
Since 2012, and raising $1 million each year, the campaign continues to evolve and new components have been introduced to enhance the campaign and meet the changing needs and demands of Burlington Stores customers. After the presentation, attendees will be engaged in a group exercise.
Learning Outcome #1
By attending this session participants will learn:
To optimize point-of-sale fundraising campaigns for maximum outcome, both in terms of money raised and in terms of community outreach and education.
Learning Outcome #2
By attending this session participants will learn:
To use traditional and social media to spread the word about a point-of-sale cause marketing campaign and drive people to donate to the cause.
Learning Outcome #3
By attending this session participants will learn:
How to maintain a point-of-sale fundraising partnership with a major for-profit company by keeping their customer base engaged.