TOMS Shoes operates with a one-for-one concept, one pair of shoes donated for every pair of shoes purchased. Is this concept most like cause promotions or corporate philanthropy? Why or why not?
What will be an ideal response?
Cause promotions are aimed at supporting or increasing awareness about a cause via donations, for example matching customer donations dollar-for-dollar. Corporate philanthropy is a direct contribution from a business to a charity or cause.
While TOMS one-to-one concept could be seen as a cause promotion, the primary intent of TOMS is to provide shoes to children that have none versus build awareness about children without shoes. TOMS donates the shoes directly (philanthropy) to the children (the cause) for every customer purchase. Awareness of the need is a natural result of the program, but not the overall intent or purpose.
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