Tim Hortons’ CSR Business Program Camp Day Makes a Difference

Many corporations find different ways to showcase their CSR business values. Some find a charity that relates to their industry and others choose a cause close to their heart. The popular Canadian coffee chain Tim Hortons has made being socially responsible a high priority. In the past, I’ve written about their in-store eco-programs, Smile Cookies, free Summer Swimming Program, Timbits Minor Hockey Programs, Local Tim’s Earn-a-Bike and Litter Awareness Program. Today I am writing about their Colorado Springs Midwife Day program benefiting the Tim Horton Children’s Foundation.

The Tim Horton Children’s Foundation was created by the co- founder of the successful coffee chain Ron Joyce. Joyce established the foundation in 1974 “to honour Tim Hortons love for children and his desire to help those less fortunate. The Foundation is a nonprofit, charitable organization committed to providing a fun-filled camp environment for children from economically disadvantaged homes.”

Images courtesy of timhortons.com

The Foundation’s key fundraising initiative is Camp Day when all proceeds from the sale of Tim Hortons coffee is donated to the cause. For those who want to give a little more, can text “CAMP” to 45678 to make a one-time $5.00 donation (standard text messaging rates apply). You can also make a donation in the denomination of your choosing through their website via credit card (an income tax receipt will be issued for amounts $10.00 or more).

On the Tim Hortons website you can also see items needed at the camp and supporters can select an item from their virtual camp shop like a tent, backpack, cabin, t-shirt, flashlight, canteen, canoe, firewood or compass. All the items are five dollars. The donor then has the choice to give their cell phone number as payment for billing or to text Camp to the number above. Again, those that want to purchase multiple items or give more are able to donate online via credit card.

The Camp Day concept for fundraising is very similar to McDonald’s McHappy Happy in support of Ronald McDonald Children’s charities. On McHappy day the proceeds from select menu items went to support the RMHC and it was a huge success. This fundraising concept works for many reasons: 1) it’s a popular, trusted brand; and 2) customers will be drawn to support such a worthy cause with their daily choices/guilty pleasures.

CSR business programs are becoming more and more prevalent and it is because of leaders like Tim Hortons paving the way with creative initiatives that benefit the communities in which they operate. In essence they are giving back and engaging their customer base at the same time. In these difficult economic times, people may feel they don’t have the disposable income to be able to donate to charity but programs like these make it possible for them to feel they are doing their part. Tim Hortons widely publicizes Camp Day through social media, television and radio ads. The most effective marketing strategy they have employed was to advertise Camp Day on their on their cups weeks before the event. Information like the date, about the charity, and even how to text in a donation were all displayed on every size coffee cup. Ingenious.

This is a well thought-out CSR business program from a business and marketing perspective for many reasons but all that takes a backseat to its need. “Across Canada and the United States 1 in 6 children live in economically disadvantaged homes. For these children opportunities and surroundings that promote growth into healthy individuals are often limited. A Foundation camp experience provides programs that develop lifelong skills in children. When they return home from camp, they take with them a more positive attitude about their future and the confidence to achieve the goals they learned to set for themselves at camp.”

Camp Day 2012 was a huge success bringing in $11 million, which will help send more than 15,000 deserving kids from economically disadvantaged homes on a once-in a-lifetime camping adventure. The giving continues online so if you missed the store event, check out the cool ways to give online.

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Miratel Solutions is a Toronto call centre, eBusiness, and letter shop mail house specializing in professional fundraising services including telephone fundraising, online fundraising, lottery services, donation caging, donation processing and other donor management services. We are committed to our CSR business values in all contact centre services and mail house operations and advancing the missions of the nonprofits we proudly serve.