Follow us on
Connect
Advertisement
 

How Home Depot and ANN Inc. Practice Social Responsibility

January 18, 2013 By Joe Keenan
Get the Flash Player to see this rotator.
 

At the closing session of the National Retail Federation's Big Show in New York City yesterday, executives from Home Depot and ANN Inc., parent company of Ann Taylor and LOFT, discussed the role social responsibility plays in their companies.

Fred Wacker, chief operating officer of the Home Depot Foundation, the philanthropic arm of the big-box retailer, said the brand was looking for a charitable outlet that was both helpful to others and cost effective. Framing Hope was formed in partnership with Good360, a nonprofit that teams with retailers to design and deliver product donation programs that meet corporate objectives. Home Depot stores across the country team up with local nonprofits, which are vetted by Good360, to donate building products. The donated products would otherwise be headed to landfills.

Framing Hope donated $150 million worth of products last year, with 1,171 Home Depot stores participating in the program. Those donated products have helped build over 1 million homes for low-income families.

Our goal is to give back to our communities while gaining shareholder value, Wacker said. According to a study from Indiana University's School of Public and Environmental Affairs, over a five-year period Home Depot has avoided paying for 7,000 truckloads of waste removal by donating its unused products rather than disposing of them. This equated to $2 million in savings for the brand, Wacker said. Donating the products produces a better return on investment than liquidating or disposing of them, he added.

In addition to the positive effect that Framing Hope has had on Home Depot's bottom line, the program has had an impact on the brand's store associates as well. It's told them that senior management listens to them and acts upon what they hear, Wacker said. Home Depot has been so happy with its partnership with Good360 that it's budgeted an additional $10 million for social programs in 2013.

Community an Extension of the Brand
For ANN Inc., making social responsibility an integral part of its company was an easy decision because its customers and associates are so passionate about the topic, said Jeanette Ferran Astorga, the retailer's vice president of corporate social responsibility. In 2007, the company launched ANN Cares, a charitable fund that's donated nearly $25 million to women's and children's charities.

 

Companies Mentioned:

MORE ON OPERATIONS & FULFILLMENT >>

FROM THE BOOKSTORE

(PDF Download)

Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments:

SUBSCRIBE TO ROI Report

Receive our FREE Weekly
e-newsletter:
     Privacy Policy
 

RETAIL ONLINE INTEGRATION MAGAZINE:

Get Your FREE Subscription to Retail Online Integration:
September/October 2014
     Privacy Policy