News Archive
Food Lion and Easter Seals UCP North Carolina Raise $1.1 Million (1/11/05)
Shop&Care is the largest food industry fundraiser for United Cerebral Palsy and Easter Seals in the nation
Easter Seals UCP North Carolina announced this month that Shop&Care, an annual fundraising partnership with Food Lion, has raised $1.1 million for the affiliate’s programs for people with disabilities.
"Food Lion is very proud of this commitment," said Food Lion President and CEO Rick Anicetti. "We have met many children with disabilities and their families who have been helped by Easter Seals UCP. Food Lion and Easter Seals UCP have been a great team for the past 13 years."
The fundraising program is the largest single food industry fundraising program for both United Cerebral Palsy (UCP) and Easter Seals.
The North Carolina based grocery market chain works with vendors and brokers, who identify product lines to participate in the program. Vendors donate a lump sum of $5,000 for each product line selected for the program. Food Lion and the UCP affiliate then market the selected Shop&Care products to the public with in-store advertisements and media buys.
Food Lion raised more than $6.1 million for charitable organizations last year.
A Case Study: Shop&Care
Successful corporate development programs keenly identify and pair business goals with charitable fundraising, said Dee Blake, Senior Vice President of Easter Seals UCP North Carolina.
"Shop&Care is the ideal cause-marketing program," said Blake. "The partnership raises significant funds and awareness for our organization, while strengthening the relationship between Food Lion and product vendors."
The partnership, added Blake, works particularly well because each vendor can further their business interest with Food Lion while donating money to help programs for people with disabilities.
Asked how other UCP affiliates could develop similar fundraising campaigns, Blake suggested affiliates first identify regional businesses with a captive consumer base. Food Lion, she noted, takes pride in telling consumers that it raises money for local programs for children with disabilities.
Blake also said businesses that assist charities tend to generate higher employee and customer loyalty.
According to a 1999 study by Cone/Roper Cause Related Trends Research, 90% of employees at companies involved with a cause feel proud of there company’s values. Eighty-three percent (83%) of consumers say they have a more positive image of a company that supports a cause they care about.
For more information about Shop&Care, contact Dee Blake, Senior Vice President of Easter Seals UCP North Carolina, at DBlake@nc.eastersealsucp.com.