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Companies Are ‘Doing Right’

Companies Are ‘Doing Right’

Jude Mannion, CEO of the Robin Hood Foundation, believes private and publicly listed companies have not only increasingly become involved with the not for profit sector, but that they are becoming more creative with the way they support charities.

Mannion’s Robin Hood advises business here, in Australia and Asia, on how to choose their social stand, then integrates this into their core business – and she says she is impressed with a promotion being run presently by an FMCG company.

“Kellogg is giving away, with one of their products, not only $10,000 for the winner of a prize draw they are running, but another $10,000 is being given to the winner’s favourite, approved charity,” Mannion says.

This is the first time she says she has heard of an organisation taking this type of approach. “Kellogg has essentially doubled the prize pool to incorporate giving some money to charity”, she says.

The latest research released by Nielsen Media New Zealand indicates that the socially motivated consumer – i.e. the consumer who cares about wanting companies to make a social difference- is a consumer who also believes in starting the day with a good breakfast.

‘Of those that eat breakfast everyday 45% have bought from a company because of its support of a charity or worthy cause,” Mannion says. “They are 5% more likely to have done this than the rest of the population. So it makes sense Kellogg is inviting the consumer to be socially responsible,” she says.

In comparison those that never eat breakfast are 15% less likely to have bought from a company because of its support of charities and worthy causes.

In addition 23% of those who eat breakfast everyday have increased their total donations to charities in the last 12 months. They are 10% more likely to have done so. Again another strong signal that breakfast consumers are taking more interest in the charity sector overall.

This is an innovative way for a company to help the not for profit sector. It’s a case of Kellogg’s Just Right ‘Doing Right’” she says.

The Robin Hood Foundation will act to ensure the charity that wins is an approved New Zealand registered charity that is effective in making a measurable difference.


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