Tim Hortons Smile Cookies and other CSR Business News

We have explored Tim Horton’s (Tim’s) CSR business initiatives in several previous posts on the Miratel blog. We have covered their in-store eco-programs, the release of their first CSR business report and we have explored Tim’s local outreach programs that enhance the communities in which they serve. Our entries in this series have included Tim’s free Summer Swimming Program, Timbits Minor Hockey Programs, Tim’s Earn-a-Bike, Litter Awareness Program and we complete this series today with their Smile Cookie program.

When a customer purchases a “Smile Cookie, [they] can help make a difference. This unique program raises funds for local charities across Canada and the US. For a limited time, buy these chocolate chunk Smile Cookies, and the entire proceeds will go towards helping charities in your community.”

CSR business Smile Cookie Program image courtesy of timhortorns.com

What is so extraordinary about this simple fundraising effort is its humble beginnings. What “began as a way to help raise funds for the Hamilton Children’s Hospital in Ontario, way back in 1996, has grown into a major fundraising event across North America.” Tim Hortons built on the success of the program and expanded it to help many worthy programs and causes. “This year [Tim Hortons’ customers] helped [them] raise over $3,000,000 by buying a Smile Cookie. The entire proceeds will be donated to local charities, hospitals and community programs from coast to coast.”

These cookies are raising funds for community hospitals, Yellow Brick House locations, and nutrition programs in schools (to name a few) which are traditionally underfunded and in need fundraising assistance. This would be an easy model for any retail or foodservice business to replicate as the benefit is two-fold. Not only does it appeal to and bring in (new) customers looking to support the designated cause (while increasing its awareness) but many will purchase additional items as well. By connecting your CSR business initiatives to the local community in which you serve you are building loyalty and trust with your customer base which is always a good thing. If you can raise funds for very worthy causes in the process, it’s even better.

You can read a complete list of the charities that have been helped by their remarkable program here.

Other CSR Business News

State Street has released its 2010 CSR report which has been published annually since 2004. The report highlights the company’s environmental, social and governance performance over the past year and goals for 2011 and beyond. This latest report boasts increased employee volunteerism and reduced carbon footprint.

General Mills released their Corporate Social Responsibility Report 2011 which highlights the company’s focus on health, communities and environment. Among their accomplishments included in the report are surpassing the $100 million giving mark and an employee volunteer rate that is nearly three times that of comparably-sized companies.

McDonald’s has released their Worldwide Corporate Social Responsibility 2010 Report which reports on Progress to Date , Farm to Front Counter, Nutrition and Well-Being, Sustainable Supply Chain, Environmental Responsibility, Employee Experience, Community and 2011-13 Goals. According to their CSR website they recently announced that their used vegetable oil will soon fuel delivery trucks in the UAE. McDonald’s – as with most fast-food franchises – have a long way to go to change the reputation they have with some of being unhealthy for people and planet but it appears they are taking steps to change that perception.

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