audit of bogo model_deck
TRANSCRIPT
GOODcorps NYC Interns: Audit of BOGO Model Meghan Carty & Mira Kaplan
AUDIT OF BOGO MODEL
AGENDA
Section 1: Overview of BOGOSection 2: Case Studies
● TOMS● Warby Parker● One World Play Project● Sir Richard’s Condom Company● other BOGO companies
Section 3: Benefits & CriticismSection 4: InsightsSection 5: Application of the Model
SECTION 1 : OVERVIEW OF BOGO
AUDIT OF BOGO MODEL
Commercial Value + Social Value = BOGO Model
MODEL OVERVIEW
AUDIT OF BOGO MODEL
Initiative to match funds of product / donate to specific cause
MODEL OVERVIEW
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Buy One Give One
Buy One Hire One
Buy OneFund One
VARIATIONS OF THE MODEL
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WHY BOGO?
of millennials want businesses to make it easier for consumers to get involved in societal issues.
of consumers are likely to switch brands to one associated with a good cause if price and quality are comparable.
69%
91%
SECTION 2 : CASE STUDIES
TOMS
AUDIT OF BOGO MODEL
TOMS // SHOES : SHOES
● For each purchase of shoes, TOMS donates a pair to a child in need
● Originally - donations made through TOMS “Shoe Drops” and Giving Partners
● Now - Giving Partners handle all the donations.● Over 100 Giving Partners
➢ Save the Children➢ Heifer International ➢ Partners in Health
● According to TOMS, shoes:➢ Improve health by protecting from
diseases like hookworm➢ Increase school attendance by making
rough walks more comfortable and satisfying school dress code requirements
➢ Increasing children’s confidence
HOW WHY
35M pairs of shoes donated since 2006
AUDIT OF BOGO MODEL
TOMS // EYEWEAR : EYE CARE
● For each eyewear purchase, TOMS provides a person in need with an eye exam by trained medical professionals, and the treatment that they need--glasses, surgery, etc.
➢ TOMS invests in the clinics and hospitals established by Giving Partners, as well as in the people they employ in these places
● 14 Giving Partners ➢ Seva Foundation
● According to TOMS, sight restoration results in:
➢ economic opportunity➢ gender equality ➢ access to education ➢ restored independence
HOW WHY
Jobs and professional training provided in local communities
275K people had vision restored since 2011
AUDIT OF BOGO MODEL
TOMS // COFFEE : WATER
HOW WHY● For each bag of TOMS Roasting Co. Coffee sold, TOMS provides 140 liters (a week’s supply) of safe water to a person in need
● 2 Giving Partners: ➢ Water for People➢ Aguayuda
● According to TOMS, access to sustainable clean water systems leads to:
➢ improved health➢ increased economic
productivity➢ job creation➢ access to education
67K weeks of safe water provided in 6 countries since 2014
AUDIT OF BOGO MODEL
TOMS // BAG : BIRTH CARE SERVICES
● For each purchase of a TOMS bags, TOMS supports Giving Partners in delivering safe birthing kits and training necessary to provide safe births
● 3 Giving Partners: ○ United Nations Population Fund
(UNFPA)○ BRAC ○ ayzh
HOW WHY ● According to TOMS, providing birth care leads to:
➢ less death caused by infection due to childbirth as a result of clean birth conditions and the presence of a skilled birth attendant
4 countries in 3 continents being served by the Giving Partners
AUDIT OF BOGO MODEL
TOMS // BACKPACK : BULLYING PREVENTION TRAINING
● According to TOMS, providing bullying prevention services leads to:
➢ improved safety➢ reduction of bullying incidents➢ necessary training of school
communities and crisis counselors
● For each purchase of the TOMS StandUp backpack, TOMS provides funds to Giving Partners to train school staff and crisis counselors to help prevent and respond to instances of bullying
● 2 Giving Partners: ➢ Crisis Text Line➢ No Bully
HOW WHY
50 states implemented programs through Giving Partners
WARBY PARKER
AUDIT OF BOGO MODEL
WARBY PARKER // EYEWEAR : EYE CARE
● For each purchase of glasses, Warby Parker donates the amount of money that it will take to source that number of glasses to its nonprofit partners. The nonprofits train men and women in developing countries to give basic eye exams and to sell glasses in their communities for an affordable price
● Primary nonprofit partner: ➢ VisionSpring
HOW WHY ● According to Warby Parker, providing eye care leads to:
➢ increased productivity ➢ increased monthly income
18K people trained in 35 countries to perform eye care services
1M glasses distributed
ONE WORLD PLAY PROJECT
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ONE WORLD PLAY PROJECT // SPORT BALL : SPORT BALL
HOW WHY● For each purchase of an innovatively designed soccer or cricket ball, one is donated to children in programs around the world
● Hundreds of nonprofit partners around the world
● For-profit sponsors➢ Chevy
●
➢
➢
➢
➢
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1M soccer balls donated, impacting 35M children.
SIR RICHARD’S CONDOM COMPANY
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SIR RICHARD’S CONDOM COMPANY // CONDOM : CONDOM
HOW WHY● For each purchase of an all-natural latex condom, one is donated to a nonprofit partner that provides health services to communities in need
● The condoms are branded to ensure cultural relevancy and usage
● Primary nonprofit partners: ➢ Partners in Health➢ (RED)
● According to Sir Richards, condom donations lead to:
➢ HIV/AIDS prevention➢ sexual health care➢ sexual education➢ greater access and supply of
contraceptives
100% of donated condoms printed in the primary language of the region.
500K condoms donated in the first donation to Haiti.
OTHER BOGO COMPANIES
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OTHER BOGO COMPANIES
2 Degrees Food:
CommonBond:
[Snack bars] [Meal]
[Grad student loans] [Child’s education]
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Smile Squared :
Soapbox Soaps :
OTHER BOGO COMPANIES
[Toothbrush] [Toothbrush]
or
[Oral surgery]
[Soap] [Soap] [Vitamins]
or
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Everything Happy
FIGS Baby Teresa
THINX
FEED ThriveMarket
OTHER BOGO COMPANIES
Blanket America
RomaBoots
SECTION 3 : BENEFITS & CRITICISM
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PRIMARY BENEFITS
PUBLICITY
IMPACT
Consumers become brand ambassadors
Driven by storytelling
Free media publicity
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PUBLICITY
IMPACT
Soles4Souls 22M shoes vs. TOMS 35M shoes
Orbis 22K trained vs. Warby Parker 18K trained
Compared to traditional nonprofits:
PRIMARY BENEFITS
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PRIMARY CRITICISMBAND-AIDSOLUTION
ECONOMICDISRUPTION
CULTURE OF DEPENDENCY
CULTURAL UNAWARENESS
Symptom reliever
Unsustainable
Short-term
AUDIT OF BOGO MODEL
Reliance on aid
BOGO business relies on persistence of issue
PRIMARY CRITICISMBAND-AIDSOLUTION
ECONOMICDISRUPTION
CULTURE OF DEPENDENCY
CULTURAL UNAWARENESS
AUDIT OF BOGO MODEL
Undercuts local prices
Harms labor force
Unwelcome competition
PRIMARY CRITICISMBAND-AIDSOLUTION
ECONOMICDISRUPTION
CULTURE OF DEPENDENCY
CULTURAL UNAWARENESS
AUDIT OF BOGO MODEL
Ignorance of needs
Inappropriate products
PRIMARY CRITICISMBAND-AIDSOLUTION
ECONOMICDISRUPTION
CULTURE OF DEPENDENCY
CULTURAL UNAWARENESS
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New BOGO initiativesBAND-AID SOLUTION
ECONOMIC DISRUPTION
Commitment to local shoe production
CULTURAL UNAWARENESS Additional types of donated shoes
HOW ARE COMPANIES RESPONDING TO CRITICISM? [TOMS]
CULTURE OF DEPENDENCY
New BOGO initiatives
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BAND-AID SOLUTION
ECONOMIC DISRUPTION
CULTURAL UNAWARENESS
HOW ARE COMPANIES RESPONDING TO CRITICISM? [TOMS]
CULTURE OF DEPENDENCY
New BOGO initiatives
Commitment to local shoe production
Additional types of donated shoes
New BOGO initiatives
AUDIT OF BOGO MODEL
BAND-AID SOLUTION
ECONOMIC DISRUPTION
CULTURAL UNAWARENESS
HOW ARE COMPANIES RESPONDING TO CRITICISM? [TOMS]
CULTURE OF DEPENDENCY Commitment to local shoe production
Additional types of donated shoes
New BOGO initiatives
New BOGO initiatives
AUDIT OF BOGO MODEL
BAND-AID SOLUTION
ECONOMIC DISRUPTION
CULTURAL UNAWARENESS
HOW ARE COMPANIES RESPONDING TO CRITICISM? [TOMS]
CULTURE OF DEPENDENCY Commitment to local shoe production
Additional types of donated shoes
New BOGO initiatives
New BOGO initiatives
SECTION 4 : INSIGHTS
AUDIT OF BOGO MODEL
FIRST THING’S FIRST: CHANGE THE QUESTION
from what to how
BEST OF THE MODEL :IMPACT - SIDE
● Knowledgeable, local nonprofits● For-profit companies to increase impact
UTILIZE PARTNERSHIPS
● If applicable, invest in established programs● Include skills training for local people
INVEST IN SUSTAINABLE SOLUTIONS
BE CULTURALLY AWARE● If donating, donate appropriate resources● Should meet immediate AND long-term needs● Work and interact with the community● Work with the recipients, not for the recipients
CONSIDER LOCAL ECONOMY● Does not disrupt local markets● Works to generate microeconomy● Inspires investment and job development
BEST OF THE MODEL :BUSINESS - SIDE
TELL A COMPELLING STORY● Creates consumer empathy● Marketing tool● Brand loyalty
BE TRANSPARENT ABOUT EVERYTHING● Communicate business practices and impact clearly● Devise a way for consumers to engage with giving
CONSIDER THE PRODUCT / SERVICE● Think about the relationship between what’s sold and what’s
donated● Tap into untouched BOGO markets
REMEMBER QUALITY & COMPETITION● Consumers are more likely to choose a product or service
with a social impact if it is of similar quality and price point to similar products or services without a social impact
Section 5 : Application of Insights
AUDIT OF BOGO MODEL
+-Save Our Water
-California Urban Water Conservation
Council
-Aquafornia
=BOGO Model
Water Conservation
Issue Partner BOGO Initiative
Fund partner work / invest in research
[NATIONAL DENIM BRAND]
+ =
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+ -One World Play Project =
BOGO Model
Issue Partner BOGO Initiative
Sponsor soccer ball donations
+ =
PUMA
Social Justice[#Fight4Fairness]
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+ -Sanctuary for Families
-Dress for Success=
BOGO ModelWomen’s
Empowerment
Issue Partner BOGO Initiative
Sponsor Women’s Empowerment
Programs
[CELEBRITY ATHLEISURE BRAND]
+ =
Thank you !