Involved consumers trigger CPG donations to hunger relief and community improvement programs.
Donation levels reflect a diminished capacity to give in this economy, while failing to show the magnitude of people’s widespread willingness to ease one another’s struggles.
In 2009, the latest full year for which figures are available, the estimated total charitable contributions from American individuals, corporations and foundations fell 3.6% to $303.75 billion, reports the Giving USA Foundation and the Center on Philanthropy at Indiana University.
Some CPG companies are trying to fill this giving gap and boost their own profiles and performance in the process. They’ve designed programs to help people trigger donations not out of their own pockets in various ways; in the end, people feel involved and the needy get help. This can benefit CPG brands and stores only when the public perceives causes to be authentic beyond doubt, says The Lempert Report.
The Pepsi Refresh Project granted more than $20 million in 2010 to community-based programs voted on by the public in six categories - health, arts & culture, food & shelter, the planet, neighborhoods and education. In 2011, the program continues to award up to $1.215 million each month on arts & music, education and communities. Pepsi Refresh has become a talking point for PepsiCo when the company addresses Wall Street.
Hunger relief is the theme behind separate efforts of ConAgra Foods, Kellogg and Kraft Foods: