From CSR Wire:
Subaru of America, Inc. today announced that with the help of new Subaru owners, the company generated $5 million for charities across the country during its third annual "Share the Love" event.
Subaru is donating $250 for every new Subaru vehicle sold or leased (up to a maximum of $5 million) from November 20, 2010 through January 3, 2011. Customers who purchased or leased during this time determined how the charitable gifts would be invested by designating one of five nonprofit organizations ranging from animal cruelty prevention to youth mentoring to environmental protection:
- The American Society for the Prevention of Cruelty to Animals (ASPCA)
- Big Brothers Big Sisters
- Habitat for Humanity
- Meals On Wheels Association of America
- Ocean Conservancy
The Share the Love event has generated nearly $15 million in donations over three years for the company, which celebrated record sales in 2010 and is continuing the trend in 2011.
"We are proud to have once again maximized our budget for the event," said Tim Mahoney, senior vice president and CMO, Subaru of America, Inc. "We are excited to continue a program that engages our customers in giving back to the community."
Cause Integration Perspective:
Subaru is taking a different sort of action with this corporate social responsibility campaign. Rather than supporting just one cause, and directing corporate social responsibility funds to that one cause in order to align a company's brand with that cause long-term (which is a best practice, and which I've discussed in regards to Sodexo's successful CSR cause integration), Subaru is supporting a variety of charities. Their best practice and success in this campaign lies in the company's consistency in its method, that of "sharing the love" to a series of 5 charities.
Subaru gains points both for its originality and for its commitment to a set amount of funds directed to charities that cements the company as a corporate social responsibility leader by virtue of the company's eight digit price tag for this corporate social responsibility campaign. What's more, this campaign involves consumer action, because the company's gift is contingent upon an individual purchasing a vehicle. So Subaru gives its customers a perceived opportunity to do good, as well. That's good business, and good corporate social responsibility.