Incorporating CSR business values into business practices has become more and more important in this age of transparency. Consumers have access to all the information they need to make more informed decisions on what companies they choose to support with their hard-earned dollars. Studies show that there is a growing trend that consumers are more apt to deal with a company whose ideals are most in-line with their own whenever possible.
Today, Wednesday June 5th, 2013 is Tim Hortons Camp Day – a fundraiser that helps send economically disadvantaged kids to camp. On Camp Day, all Tim Hortons locations will donate “all proceeds from coffee sales to the Tim Horton Children’s Foundation (THCF), helping send kids on an unforgettable, fun-filled camping adventure to help inspire them for a better future.”
The Tim Horton Children’s Foundation was created by the co- founder of the successful coffee chain, Ron Joyce. Joyce established the foundation in 1974 “to honour Tim Hortons love for children and his desire to help those less fortunate. The Foundation is a nonprofit, charitable organization committed to providing a fun-filled camp environment for children from economically disadvantaged homes.” Since 1975, “more than 180,000 children have attended a Foundation camp at no cost to them or their families.”
In 2012, Camp Day raised a record breaking $11 million dollars, which sent more than 15,000 kids to camp. The goal of Camp Day 2013 is to raise enough money so they can send 16,000 kids to camp. Along with purchasing coffee, other ways customers can help make this happen is to:
Donate $5.00 by texting CAMP to 45678
Donate online (either one-time or monthly donation)
Rent-a-Tent for a $1 donation at a Tim Hortons location
Rent-a-Cabin for a $5 donation in a Tim Hortons location
The goal that Tim Hortons has set for the online donations is $25,000.00. If you are not able to attend or donate to Camp Day, you can also use the hashtag #campday to help spread the word and remind family, friends and followers about this worthy initiative.
The importance and impact of these events cannot be stressed enough. Recently, McDonald’s marked the 20th anniversary of McHappy Day where “one dollar from every Big Mac®, Happy Meal®, and hot McCafé® beverage sold [went] to benefit local children’s charities.” This year they raised more than $4 million in support of Ronald McDonald House®, which “provides a “home-away-from-home” for families so they can stay close by their hospitalized child at little or no cost.”
These types of “days” do more than just better the lives of those they are raising funds to help. They foster good will towards the company’s brand which can help attract new customers. It is gratifying to see these companies continue to find ways to give back and make it easy for customers to participate.