Tim Clegg, founder and CEO of Springfield, Missouri-based Hurts Donut Company, understands the power of charitable giving: It’s helped his business grow to 19 locations since its 2013 launch.
“We attribute much of our success to our charitable partnerships in the communities we serve,” explains Clegg, who considers fundraising a major marketing tool.
To support charities through LTOs, try these tactics:
Connect With a Meaningful Cause
“You’ve got to believe in what you’re raising money for,” says Clegg, who, after being diagnosed with multiple sclerosis, decided to funnel the bulk of corporate giving to the National MS Society.
Sprinkles Cupcakes, based in Austin, Texas, is a woman-founded bakery with a strong female following, so it paired naturally with the National Breast Cancer Foundation (NBCF), says Allison Click, Sprinkles’ vice president of marketing.
Develop Memorable, Meaningful LTOs
For inspiration, start with shapes or colors that your charity identifies with. For example, during Breast Cancer Awareness Month in October, Sprinkles raised $15,000 for the NBCF through the sale of pink strawberry champagne cupcakes.
And a Hurts Donut’s location in Wichita, Kansas, raised $30,000 by selling Thin Blue Line donuts—topped with black icing and a blue line of frosting—to benefit the family of a fallen police officer.
Spread the Word
Just as with any other LTO, it’s important to promote the ones you create for charity on your bakery’s social platforms. Highlight and tag the organization benefiting from the fundraising efforts, explaining its mission and work, as well your
bakery’s connection to the cause.
It’s also a good idea to use social media, signage and other marketing materials to communicate how exactly the organization will benefit from the LTO. Clearly stating what portion of the proceeds will be donated demonstrates transparency to customers.