GAP Canada wants you to support their non-profit partners

The GAP recently launched their new e-commerce website in Canada and is now pushing online subscribers of their email coupon alerts to enjoy 30% off between November 11th – 14th and is promoting that during this event, they will give 5% of what you spend to their non-profit partners. The list includes Boys and Girls Clubs or Canada, Canadian AIDS Society, CARE Canada, Humane Society of Canada and The Leukemia & Lymphoma Society of Canada. All great causes, yet when you divide the proceeds raised during this campaign to so many partners,there will certainly be less to go around. Perhaps a better way to do this would be to rotate a campaign around one non-profit partner every month and then you could actually see if there are certain causes that customers gravitate toward more than others and if sales during given periods spike better than others. It also would give the non-profit partner more visibility in the marketing communications as well. Good on The GAP though….nice cause related partner campaign. I refer to some examples of these types of campaigns in my new book: Partnership Marketing (Wiley).

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