Real World Cause Marketing: A.C. Moore’s Act for Autism
With 136 locations on the East Coast, A.C. Moore’s work on Easter Seals’ Act for Autism campaign may not seem local, but it is. A.C. Moore stores in the Philadelphia and Wilmington, Delaware region collected more than half of the total funds, with the Wilmington store earning the top fundraising spot. The chain also added a craft event at stores that gave the cause marketing program a nice local touch.
During the point-of-sale campaign, which raised $141,000 for Easter Seals, A.C. Moore invited customers to a make-and-take crafting event in stores that involved a jigsaw puzzle (for autism awareness). What a great combination of crafting and cause!
There’s another reason this program is highly requested. A.C. Moore stores are not as heavily trafficked as supermarkets or department stores, yet they still raised a lot of money for Easter Seals. This speaks to the commitment and discipline of the craft chain’s employees, especially those workers in mid-Atlantic stores.
The number of locations and foot traffic a retailer has will play an important role in your cause marketing success. But you should not underestimate or undervalue enthusiasm as a key factor in your success. It’s the human element that makes a good program great.