Lead: Toys "R" Us


Services: Retail, Toys, Hobbies, Baby Products

Geographic Scope: The company owns or licenses 866 Toys "R" Us and Babies "R" Us stores in the United States and Puerto Rico, more than 750 international  stores and more than 245 licensed stores in 37 countries and more than 245 licensed stores in 37 countries and jurisdictions.

Revenue: $5 - $10 Billion

Employees: 62,000 employees worldwide

Business Structure: Toys "R" us is privately held by investment firms KKR and Bain Capital Vornado Realty Trust.

Address: One Geoffrey Way Wayne, NJ 07470

Phone: 973.617.3500

Website: www.toysrus.com

Quick Links:

Toys "R" Us Supports Kids In Need With $100 Million Donation

Toys "R" Us Raises More Than $5.4 Million During 2016 Campaign To Benefit The Marine Toys for Tots Foundation

Toys "R" Us Joins St. Jude Thanks And Giving Campaign, Supporting Research And Treatment Of Childhood Cancer And Other Life-Threatening Diseases

Cause Marketing in the Real World: Toys "R" Us

Rivals to Target: 

Amazon, Wal-Mart, Target

Toy Store Directory by State & Nationwide Retailers

Toy Retailers Wiki

Company Description

Kids rule the aisles while parents tag along for the ride at Toys "R" Us. The company is one of the world's largest toy retailers despite losing its top position in the US to retailing behemoth its wares in more than 1,620 retail or licensed stores worldwide, as well Wal-Mart . Toys "R" Us sells as online. Of its 865-plus Toys "R" Us and Babies "R" Us stores in the US and Puerto Rico, the retailer operates nearly 225 juvenile stores and more than 210 side-by-side stores, which sell both toys and juvenile products. It also runs 250-plus smaller Express stores for seasonal times and operates the legendary brand, FAO Schwarz. Toys "R" Us is privately held by investment and real estate firms.

Consumer Profile

Meet Maria

Maria is a Hispanic or African American suburban homemaker in her mid-late 30’s that has a large network of friends and family that she influences on and offline. She is married with children ages 10 and under, is budget conscious and loves to consume mainstream media. When Maria does shop she is most likely to purchase apparel and toys for her children, and frequents Kmart and Walmart in addition to Toys "R" Us.

Consumer Philanthropic Affinities

Charitable Focus & Programs

Toys “R” Us Inc. is committed to making a positive impact on the lives of children and families. Through strategic partnerships and programs focused on keeping children safe and helping them in times of need, the company is dedicated to serving communities around the world as a caring and reputable neighbor.

Toys “R” Us Children’s Fund

The Toys “R” Us Children’s Fund is a public charity affiliated with Toys “R” Us Inc. Since its founding in 1992, the fund has contributed millions of dollars annually to various children’s organizations that support its key mission to keep children safe and help them in times of need. Primary fundraising activities include the annual Toys “R” Us Children’s Fund Gala, a private, invitation-only event that showcases the work of the Fund and raises money to support its many beneficiaries.

Employees Give Back

Members of the “R”Us team are encouraged to get involved in charitable causes in their local community, as well as support company giving programs.

In addition to volunteer opportunities available through the company’s signature philanthropic partners, the company collaborates with VolunteerMatch to provide employees with tools and information to find organizations in the communities where they live and work that share in the company’s mission. Whether volunteering on their own, participating in team-building activities with co-workers or engaging their children and families, the Volunteer Program makes it easy for employees to give back.

Geoffrey Fund

When Toys “R” Us, Inc. employees face financial challenges, the Geoffrey Fund can serve as a resource to help them in times of crises. Established in 1992, the Geoffrey Fund is a nonprofit organization providing monetary assistance to company employees affected by natural disasters or personal hardships. It is funded entirely by generous donations from Toys “R” Us, Inc. employees wishing to help fellow team members when they need it most.

Matching Gifts Program

While children are at the heart of their business, the company realizes that their employees also care about causes and organizations on a broader level. The company’s Matching Gifts Program is a wonderful way for Toys “R” Us, Inc. to partner with its employees to support causes that reflect their own personal interests and passions. To that end, the company will match contributions up to $1,000 annually made by employees to approved nonprofit organizations that keep children safe and help them in times of need; support the research, treatment, prevention and cure of diseases or disorders that impact families and children; and educational institutions.

Notable Charitable Partners


The Toys “R” Us Children’s Fund and Toys “R” Us, Inc. have partnered with Make-A-Wish® America – one of the world’s leading children’s charities, serving children in every community in the United States and its territories – for nearly 20 years to help fulfill wishes for thousands of kids facing life-threatening medical conditions. This year, Toys “R” Us expanded its work with the organization to create extraordinary birthday events for “wish kids” in selected stores across the country. Inconjunction with World Wish Day and the Make-A-Wish anniversary, Toys “R” Us provided these children with the ultimate celebratory shopping visit. In addition to these very special outings, the Toys “R” Us Children’s Fund and Toys “R” Us, Inc. have supported the mission of Make-A-Wish with more than $3 million to help even more children experience the magic of a wish.

The Marine Toys for Tots Foundation

The Marine Toys for Tots Foundation is the U.S. Marine Corps Reserve’s premier community-action program and one of the nation’s flagship Christmas charitable causes. As the largest retail partner in the history of Toys for Tots, Toys “R” Us is dedicated to delivering a message of hope and bringing the joy of Christmas to America’s less fortunate children. Each holiday season, cash and toy donations are collected in all Toys “R” Us and Babies “R” Us stores nationwide, and monetary donations are accepted online; as a result, Toys “R” Us, Inc. has raised nearly $48 million and collected 4 million toys during its 12-year partnership. All toys collected remain in the community where they are donated to benefit local children in need.

K.I.D.S. – Kids in Distressed Situations

K.I.D.S./Fashion Delivers, Inc., a 501(c)(3) nonprofit organization, unites retailers, manufacturers, foundations and individuals to provide new merchandise to families and people impacted by poverty and tragedy. Donated product, including apparel, accessories, shoes, home furnishings, toys, books, school supplies and other items, delivers hope and dignity to people in need through a network of community partners. Since 1988, the “R”Us family has given K.I.D.S./Fashion Delivers over $97 million in product donations from its Global Resource Center, distribution centers and stores in the United States. Additionally, the organization has received more than $1 million in funding from the Toys“R”Us Children’s Fund.

Save the Children

For more than a decade, Toys “R” Us, Inc. and Save the Children, the leading nonprofit working to ensure every U.S. child is healthy, safe and learning, have partnered together to bring awareness and much-needed funds to the organization’s early childhood development programs in the U.S. The recent in-store and online fundraising and awareness campaign hosted by the company, #PlayWithPurpose, focused on the importance play has during a child’s formative years. Toys “R” Us also provided “play packs” of developmental toys and information to help parents engage with their children through play. Donations from Toys “R” Us, the Toys “R” Us Children’s Fund and customer contributions, totaling more than $8 million have been provided to Save the Children in support of the organization’s early childhood programs in impoverished regions around the country since the partnership began. Additionally, the collaboration between Toys “R” Us and Save the Children has provided thousands of blankets to babies in need in the U.S.

First Candle

Toys “R” Us, Inc. and the Toys “R” Us Children’s Fund have been longtime supporters of First Candle, one of the nation’s leading nonprofit organizations dedicated to safe pregnancies and the survival of babies through the first years of life. The organization’s areas of focus include research, education and awareness, advocacy and family support programs for sudden infant death syndrome (SIDS) and stillbirth.

Injury Free Coalition for Kids

Injury Free Coalition for Kids is a hospital-based, community-oriented injury prevention program focused on research, education and advocacy. Each of the organization’s more than 40 sites are led by a local physician, and injury prevention programs implemented at each site are based on the specific safety needs of that community. These include programs centered on bike and wheeled-sport safety, water safety, home safety and more. Toys “R” Us, Inc. and the Toys “R” Us Children’s Fund work with Injury Free Coalition for Kids to provide grant funding for local safety initiatives across the country.

Keeping Babies Safe

Keeping Babies Safe is a nonprofit organization that provides education, assistance, advocacy and leadership in protecting babies against preventable injuries associated with unsafe sleep environments and unsafe cribs. Grant funding from the Toys “R” Us Children’s Fund has helped provide safe cribs to parents from economically-challenged environments through the organization’s partner hospitals and clinics nationwide. Since its inception, Keeping Babies Safe has provided more than 8,000 cribs and tens of thousands of educational materials to hospitals across the country.


KidsAndCars.org is a nonprofit organization that focuses on preventing injuries and death to children in or around motor vehicles. With support from Toys “R” Us, Inc. and the Toys “R” Us Children’s Fund, the organization educates parents, caregivers, legislators and the public about the dangers of leaving children unattended in or around vehicles, including heat stroke, power window strangulations and low-speed, high-severity crush injuries like backovers and frontovers.

Shane’s Foundation NFP

Toys “R” Us Inc. and the Toys “R” Us Children’s Fund support Shane’s Foundation, a nonprofit child safety organization dedicated to preventing death and injuries from furniture tip overs through awareness, education and advocacy. The organization provides educational resources to local hospitals, pediatricians and safety groups across the country to inform parents and caregivers about tip-over safety.

Funding & Partnership Guidelines

Toys “R” Us, Inc. and the Toys “R” Us Children’s Fund together focus their charitable giving on national organizations to better centralize their philanthropic efforts. In turn, these national partners allow them to help countless local charities in the communities we serve.

If your group is similar in focus to any of their current charitable partners please direct your requests to that national charity. All of our support for these particular causes will be centralized with these partners, and we would respectfully decline support to a local organization that overlaps efforts with a national partner.

In addition, please note the following restrictions:

  • They cannot offer grants or product donations to individuals or families. They can only give to tax-exempt, nonprofit organizations as defined by IRS Code 501(c)(3).
  • They will not support programs that do not focus their efforts on children’s issues.
  • They will not offer grants to individuals or groups for religious purposes.
  • They will not support capital expenditures, political or partisan programs, national ceremonies, memorials, conferences, fundraising dinners or lunches, testimonials or similar events.
  • They will not support organizations that discriminate on the basis of race, gender, gender identity, religion or sexual orientation.

Donation requests must be made in writing at least 90 days prior to the date in which the donation is needed. Please email TRUCF@toysrus.com with the information below (please do NOT send attachments of any kind):

  • TAX ID: Your tax ID number and the state where you are formally registered as a not-for-profit/tax exempt organization as defined by IRS Code 501(c)(3).
  • SUMMARY: A 200-word targeted summary about your organization, including what you do, who you help and where you receive your primary funding.
  • REQUEST: Your specific request (product or grant, the specific amount needed) and why the request is needed at this time.
  • WHO WILL BENEFIT: Who your request will help, including the age range of children who will benefit.
  • WEBSITE: Link to your organization’s website.

If they feel there is a potential opportunity, they will respond and request additional information and documentation.

Disclaimer: The information contained in this Prospect Research Profile has been provided by Catalist based upon curated information from hundreds of public sources. Catalist fact checkers and analysts have verified the information contained in this report, but is not held responsible for unknown inaccuracies or false claims by the company profiled. 

Lead: Cracker Barrel


Services: Casual Dining

Geographic Scope: Cracker Barrel operates over 595 company-owned locations in 42 states.

Revenue: $2.912 million (2016). 

Employees: 10,000+ 

Business Structure: Cracker Barrel Old Country Store, Inc. is publicly traded (NASDAQ:CBRL).

Address: P.O. Box 787 Lebanon, TN 37088

Phone: 888-333-9566

Website: www.crackerbarrel.com

Quick Links:

Cracker Barrel Rocks Veterans Lives with 'Operation Rocker'

Cracker Barrel Old Country Store partners with DAV

Cracker Barrel Old Country Store® and Country Living Magazine Partner for 2nd Annual "Flip It Forward Day" Supporting Operation Homefront

Rivals to Target: Applebees, Outback Steakhouse, Ruby Tuesday, The Cheesecake Factory

Company Description

Cracker Barrel Old Country Store, Inc. (Nasdaq: CBRL), established in 1969 in Lebanon, Tenn., provides a friendly home-away-from-home in its old country stores and restaurants. Guests are cared for like family while relaxing and enjoying real home-style food and shopping that’s surprisingly unique, genuinely fun and reminiscent of America’s country heritage...all at a fair price. The restaurants serve up delicious, home- style country food such as meatloaf and homemade chicken n’ dumplins as well as their signature biscuits using an old family recipe. The authentic old country retail store is fun to shop and offers unique gifts and self-indulgences.

Consumer Profile

Meet Dottie

Dottie is a married mother of three who feels as if she lives in her car most days, playing “mom-taxi.” Dottie is a homemaker, herding kids ages 3, 10 and 12-years old. Her husband earns $65,000 and so, after feeding and clothing the children, there isn’t much extra income, after essentials. When Dottie splurges, it’s always on her kids, treating them to toys and entertainment. She and her family are church-going Christians and usually enjoy a meal out as a family most Sundays, after services.

Consumer Philanthropic Affinities

Charitable Focus & Programs

The Cracker Barrel Foundation

The foundation supports organizations involved with arts and culture, education, the environment, and human services. Special emphasis is directed toward programs designed to improve access to education; strengthen the bonds of military families; and provide opportunities for minorities, children, and low-income families.

Since 1969, Pleasing People has been their guiding principle. It drives their passion for serving people in the neighborhoods where they do business by donating to charities and worthy nonprofits that help provide comfort to those in need.

The Cracker Barrel Old Country Store Foundation supports a diverse array of nonprofits and programs, awarding millions of dollars over 23 years and counting. Cracker Barrel also offers additional assistance to countless charitable organizations across the nation.

Their main focus is supporting members of America’s armed forces and their families. Cracker Barrel and the Cracker Barrel Foundation have long supported military-focused nonprofits and charitable initiatives, including Operation Homefront, the USO, the National Military Family Association, Children of Fallen Patriots Foundation, United Through Reading, and the National Museum of the United States Army, among many others. By directing most of their giving to this area, they believe Cracker Barrel can make a real, lasting difference in people’s lives.

Cracker Barrel Employee Support

The strength of the brand and the success of the stores rely on the health and wellbeing of our employees and their families. In addition to providing financial and in-kind donations to nonprofits that support the Cracker Barrel philanthropic mission, Cracker Barrel also supports its employees and their spouses and children through several key initiatives.

Cracker Barrel Cares

For the past decade, Cracker Barrel Cares has allowed employees to help fellow employees who are experiencing extreme financial hardship. Employees donate to Cracker Barrel Cares to show their deep commitment to serving people – starting with their fellow employees and their families. Recipients know that grants represent true caring and support from their Cracker Barrel family.

Employee Scholarship Program

The Foundation supports an annual Employee Scholarship Program, which recognizes and rewards the accomplishments of Cracker Barrel employees and their children who excel in their studies and serve their communities.

Requesting Support

Cracker Barrel and its Foundation consider requests for financial grants as well as donations of dining certificates from nonprofit and community organizations who also support our philanthropic focus. They invite the community to connect any organization or endeavor that supports the causes that they’re focused on. Use the online system to request support at www.crackerbarrel.com/about/giving.

Disclaimer: The information contained in this Prospect Research Profile has been provided by Catalist based upon curated information from hundreds of public sources. Catalist fact checkers and analysts have verified the information contained in this report, but is not held responsible for unknown inaccuracies or false claims by the company profiled. 

Lead: Big Lots


Services: Retailer

Geographic Scope: National

Revenue: $1.1B - $10B

Number of Employees: 11,400 

Board Members: 

Philip E. Mallott, Russell E. Solt, Jeffrey P. Berger, James R. Chambers, Marla C. Gottschalk, David J. Campisi, Cynthia Todd Jamison, Nancy A. Reardon, Wendy Lee Schoppert

Address: 300 Philipi Road, Columbus, OH 43228

Website: BigLots.com

Quick Links:

The Story Behind Big Lots' $50 Million Gift to Nationwide Children's Hospital

Discount Retailer Keeps it Simple & Profitable with Pinups [Ocean State Job Lot]

Job Lot Breaks $1 Million with Cause Marketing Pinups [Ocean State Job Lot]

Big Lots Donation Request Guidelines

Here's how Big Lots will raise that $50M for Nationwide Children's Hospital

Rivals to Target: The 50 Fastest Growing Discount Stores & Specialty Retailers


Big Lots's giving is impressive! It also points to the kind of opportunity that awaits cause marketers. My experience with discount retailers is they possess great wealth.

  • There are many regional players, and they have yet to be picked over by the larger charities.
  • They are generally privately owned and engaged in the community so it's easier to access key decision makers, like the owner. (Take the example of Ocean State Job Lots in New England and Marc's in Ohio.)
  • Cause marketing is just the beginning with these retailers. A partnership can lead to a major gift from the owner. (Read about my experiences with Ocean State Job Lot in the quick links above.)

Obviously, some type of point-of-sale program would be most lucrative with discount retailers. In December 2016, Ocean State Job Lots raised over $400,000 for charity with a point-sale campaign.

Is there a mid-size discount retailer in your area? It's worth checking! Let me know if you need some help.

Company Description

Big Lots believes that a product's shelf life depends solely on which shelf it's on. The company is North America's #1 broadline closeout retailer, with more than 1,400 Big Lots stores in 47 US states. It sells a variety of brand-name products, including food and other consumables, furniture, housewares, seasonal items and toys, that have been overproduced, returned, discontinued, or result from liquidations, typically at 20%-40% below discounters' prices. Its wholesale division sells its discounted merchandise to a variety of retailers, manufacturers, distributors, and other wholesalers.

Customer Profile

Gender: Female


  • 36-50

  • 51 - 65

Family Status:

  • Single Female With Children

  • Female and Others With Children

  • Male and Female With Children

  • Married With Children


  • African American
  • Native American
  • White

Household Income:

  • All Incomes


  • Homemaker

  • Management


  • Football NFL Enthusiast

  • WWE

  • Right Leaning Politics

Charitable Programs

Big Lots cares about the community, and that’s why we’re donating time, money, and other resources to non-profit organizations across the country. Through the Big Lots Foundation, our associates come together and give big! Our giving priorities include supporting programs and 501(c)3 organizations in the areas of healthcare, housing, hunger, and education, especially those serving women and children. Our giving takes place throughout the United States where we operate stores, distribution centers, and our corporate office. Our associates volunteer year round to make a difference in the lives of families and children across the nation. In the first year of the foundation:

  • 656 associates volunteered more than 1,500 hours.
  • Raised more than $2 million among our vendor community to support Big Lots charities.
  • Raised $2.2 million via a point of sale donation campaign to benefit Nationwide Children’s Hospital.
  • 39 Big Lots associates raised more than $40,000 to support Pelotonia and cancer research at Ohio State University Comprehensive Cancer Center.

Consumer Philanthropic Affinities

  • Health

  • Human & Civil Rights

  • Human Services

Nonprofit Affinities

  1. DAV
  2. Cleveland Clinic
  3. Black Girls Rock
  4. Alzheimer’s Association
  5. ASPCA
  6. Feeding America
  7. Johns Hopkins Medicine
  8. Samaritan’s Purse
  9. No Kid Hungry
  10. American Heart Association

CSR Focus

  • Health

  • Education

Current Charitable Partners

  • Nationwide Children’s Hospital
  • Ohio State University Comprehensive Cancer Center

Disclaimer: The information contained in this Prospect Research Profile has been provided by Catalist based upon curated information from hundreds of public sources. Catalist fact checkers and analysts have verified the information contained in this report, but is not held responsible for unknown inaccuracies or false claims by the company profiled. 

Monthly Q&A - February 2017

Good Q&A session today!

  • I gave an overview of the platform for new members.
  • I answered three questions that were sent to me earlier this week. First question was on the New Strategies program I run at Georgetown University. The second was on researching business partners in a new city or region. The third was on how to cold call a potential partner. Brrrr!
  • I answered several more questions from the group.

Check it out and let me know if you have any questions!

Lead: Citgo


Services: Oil & Gas Exploration & Production

Geographic Scope: Local & Regional

Revenue:  $1.1B - $10B

Board Members: Nelson Martinez, Sergio Antonio Tovar, Jesus Luongo, Anton Castillo

Address: 1293 Eldridge Pkwy Houston, TX 77077

Website: Citgo.com

Quick Links:

CITGO Raises Funds for Local Community Programs with 2016 Spirit Pump Initiative

CITGO and New England Area Partners Raise $20,000 for Red Sox Foundation Programs in 2016

CITGO Fuels a Love of Reading in Partnership with Bess the Book Bus for 2016 Multi-City Tour

CITGO Fuels Tomorrow's Scientists with STEM Teaching Workshops

Rivals to Target:

Listing of Filling Stations in North America

Top 100 Convenience Store Chains of 2015


A couple suggestions here.

If you want to work with more filling stations, you should focus on convenience stores. C-stores sell an estimated 80% of the fuels purchased in the United States, and their dominance continues to grow. Over the past decade, the number of convenience stores selling fuels has grown by 15.0% (from 107,244 to 123,289 stores). Meanwhile, the overall number of fueling locations has dropped 8.2%.

In short, a cause marketing program should also include the c-store where you can execute point-of-sale programs. See my write up on STRIPES for more information.

Some other ideas for filling stations:

  • In 2016, New York and New Jersey BP station owners have launched a fundraising campaign in support of four local Paralympic Sport Clubs by selling window clings for $1 at participating BP stations.
  • Read up on what Citgo is doing with its Spirit Pump Initiative. These specially wrapped, branded fuel pumps were operational at different times throughout the year to raise money for a variety of education, charitable and community service programs. Working with another filling station chain you could easily replicate this program.
  • Check out the great job Shell filling stations in Brazil are doing to raise money for the Ayrton Senna Institute.

Company Description

From the get-go CITGO Petroleum has been refining and marketing petroleum products, including jet fuel, diesel fuel, heating oils, and lubricants. It markets CITGO branded gasoline through about 6,000 independent retail outlets in 27 US states, mainly east of the Rockies. CITGO Petroleum owns oil refineries in Illinois, Louisiana, and Texas. The company has refining capacity of 749,000 barrels per day and access to a total of more than 1.1 million barrels per day of refining capacity. It also has an agreement to access the St. Croix, Virgin Islands refinery jointly owned by Venezuela's PDVSA and US-based Hess. CITGO Petroleum is the operating subsidiary of PDV America, itself a subsidiary of PDVSA.

Customer Profile

Gender: Male

Age: 18 - 65

Family Status:

  • Single Male With Children

  • Single Male No Children

  • Married With Children

  • Male and Others With Children

Ethnicity: White

Household Income:

  • $50k - $74k

  • $75k - $99k

  • $100k - $124k

  • $125k or more


  • Administrator

  • Management

  • Homemaker


  • Parenting

  • Media - Local News

  • Influencers - Social Media

  • Media - Right Leaning Politics

  • Media - Finance

Charitable Programs

The people of CITGO are significant contributors to our community programs. Whether we're investing resources or rolling up our sleeves and volunteering, we bring positive energy to every charitable initiative or social program we support. From the United Way® and the Muscular Dystrophy Association (MDA®) to Habitat for Humanity® and Charlie’s Place, our employee-driven volunteer groups fuel good every day. As a company in the energy business, we consider it our foremost social obligation to use the strength of our resources to help people in need. As the most human and caring company in our industry, we choose to contribute resources in areas that have the greatest impact in our communities. Our energy assistance program helps families and individuals who struggle for basic human necessities due to high home energy costs.  

Consumer Philanthropic Affinities

  • Health

  • Community Development

  • Human Services

Nonprofit Affinities

1. Rally Foundation

2. Rock Against Cancer

3. Create the Good

4. Food Bank Rockies

5. Volunteers of America

6. ChildFund


8. Taproot Foundation

9. Big Brothers Big Sisters

10. Communities in Schools

CSR Focus

  • Community Development
  • Education Environment
  • Health

Current Charitable Partners

  • United Way
  • Habitat for Humanity


Our philanthropic endeavors are driven by CITGO employees who are committed to getting involved in their communities and proving that, together, we can build a better world. That’s why each of our refineries and corporate headquarters make a concerted effort to support initiatives that benefit our communities.

Community Service - Corpus Christi

The Corpus Christi Refinery engages the CITGO Cares Team to lead volunteer efforts in their local communities. We are dedicated to supporting commerce, economic stability and community development in Corpus Christi, and seek out opportunities and partnerships that enable us to make an impact in these areas. In 2015, the Corpus Christi Refinery contributed $367,995 to local non-profits, donated more than 3,300 volunteer hours to 35 community organizations, and raised an all-time record of $639,172 for the United Way – an increase of 15.57% over the previous campaign.

The Corpus Christi Refinery supports a number of educational programs, including STEM education. The refinery partners with the Foy H. Moody High School Innovation Academy to encourage students to pursue STEM curriculum and consider careers in our industry, with courses including Engineering Design and Development, Civil Engineering, and Environmental Science. Through the Innovation Academy, CITGO has reached approximately 850 students, who have taken home awards such as Excellence in Action: STEM Career Cluster winner, Innovation Award: First Place in the Tech Challenge, and the Skills USA: First Place in Applied Engineering for three years in a row. We are proud that our partnership with the Academy garnered a 2014 Texas Education Partnership (Gold Award). First in Family Scholarship Program: One of our newest education efforts is a program called “First in Family.” In collaboration with the Corpus Christi Education Foundation and the Corpus Christi Independent School District, First in Family awards a $1,000 scholarship to local high school students who are the first in their family to graduate. In 2015, we awarded $1,000 scholarships to 15 students from eight CCISD high schools. Since the program’s inception, we have awarded 75 scholarships and increased our overall contribution to $56,000.

Community Service - Lake Charles Team

CITGO was the first industry volunteer organization in Southwest Louisiana and has a rich history of developing volunteerism in the five parish area. Through Team CITGO, our employees, retirees, and their families and friends have donated thousands of hours of their time to numerous local charitable and community projects designed to improve the quality of life of Southwest Louisiana residents. Team CITGO achieved more than 4,100 volunteer hours in 2015. Our employees are financially generous as well. Year after year, the CITGO Lake Charles Refinery is a recognized leader in United Way giving, supporting local agencies with more than $12 million in raised funds since 1975. We also support the Muscular Dystrophy Association (MDA) by sponsoring Southwest Louisiana’s largest single-day fundraiser for MDA each year, the CITGO MDA Golf Classic, which has raised $3.4 million since 1985. In addition, we support four Calcasieu Parish Partner in Education schools as well as McNeese State University.

The Team CITGO mission is to be regarded by the community as the most caring, energetic and effective corporate volunteer group in the Lake Area, thereby demonstrating employee commitment to one of the key corporate values of CITGO: promoting volunteerism and taking an active role in the communities CITGO serves. Team CITGO volunteers are there at every turn, helping in fund-raising opportunities, clean-up efforts and mentoring programs. These are just a few of the organizations Team CITGO impacts: Big Brothers Big Sisters, Care, Help of Sulphur, Special Olympics, Children’s Miracle Network, American Heart Association, American Cancer Society and Muscular Dystrophy Association.  

Community Service - Lemont

The employee-driven Team CITGO personifies the spirit of volunteerism at the CITGO Lemont Refinery. Contributing their time, talent and treasure to neighborhood clean-up and beautification projects, collections of food and clothing for area human service agencies and meeting other needs in local communities, Team CITGO lives up to its motto of “Neighbors Helping Neighbors.” Team CITGO activities include helping the local food pantries and women’s shelters, spending time cleaning up the local communities and assisting with grounds-keeping efforts at the local Cerebral Palsy camp. Refinery employees have helped raise money to benefit the United Way, Muscular Dystrophy Association and the Multiple Sclerosis Society.

We take great pride in our civic involvement and diligently volunteer for numerous benevolent causes locally and nationally. In 2015, more than 400 refinery volunteers donated more than 2,025 hours of their time and thousands of dollars to local charitable organizations annually. Listed below are just a few of the community organizations with which we have worked:  United Way of Will County, Multiple Sclerosis Society, Muscular Dystrophy Association, Educational Foundations, Schools, Park Districts, Food Pantries and Women’s Shelters.

Community Service - Houston

Team CITGO is our Houston-based, employee-driven volunteer group. The group supports our company’s core social responsibility focus areas and provides volunteer opportunities by organizing and participating in various community service projects. Employee participation offers opportunities for volunteers to serve as ambassadors of CITGO and share their time and talents while doing something they enjoy. The group is made up of committed employees who actively volunteer and connect with others who desire to make a difference in the community today and plant the seed of volunteerism for future generations.

Disclaimer: The information contained in this Prospect Research Profile has been provided by Catalist based upon curated information from hundreds of public sources. Catalist fact checkers and analysts have verified the information contained in this report, but is not held responsible for unknown inaccuracies or false claims by the company profiled. 

Podcast: Making Your Board a Strategic Asset

Maryellen Gleason, Maryellen Gleason & Associates

Maryellen Gleason, Maryellen Gleason & Associates

This month's online training is on making your board a strategic asset. And we have a great guest!

Maryellen Gleason is an expert on showing others how to use their board as a strategic asset. She learned many of her skills while working with symphonies in Milwaukee and Phoenix as she helped them reimagine the classical music experience.

Currently, Maryellen heads up her own consultancy that offers advice to boards, board chairs, and c-level executives on strategic initiatives. Some of her projects have included working with a university art museum, cancer hospital, Internet media company, school and several performing arts organizations. She's also a highly rated Instructor with UCLA Extension where she teaches Working with Boards.

Lead: Lowe's


Services: Home Center, Hardware Stores, Home Improvement, Building Materials

Geographic Scope: Lowe’s has more than 2,355 home improvement and hardware stores across the U.S., Canada, Mexico and its e-commerce site.

Revenue:  $59.1 billion in 2015.

Employees: 285,000 employees

Business Structure: Lowe’s is a publicly traded company (LOW) on the NYSE.

Address: 1000 Lowe’s Boulevard, Mooresville, NC 28117 

Phone: 704.758.1000

Website: Lowes.com

Quick Links:

The Value of a Paintbrush with Purpose

3 Brands Doing Cause Marketing Right

You can find lots of stories about Lowe's charitable work on their community newsroom website.

Company Description

Lowe’s Companies, Inc. (NYSE: LOW) is a FORTUNE 50 home improvement company serving more than 17 million customers a week in the United States, Canada and Mexico. Founded in 1946 and based in Mooresville, N.C.,  

Lowe’s retail customers include individual homeowners and renters who complete a wide array of projects from do-it-yourself (DIY) to do-it-for-me (DIFM). Lowe’s professional customers represent more than 30 percent of total sales and consist of two broad categories; construction and trade, and maintenance, repair and operations.  Lowe's is the second largest home improvement chain (behind The Home Depot) and the second-largest US home appliance retailer (after Sears).

Consumer Profile

Meet Trisha

Trisha is the quintessential CEO of her household. She is a young Gen X homemaker who loves DIY projects, reality TV and smart home technology that makes her life easier. Since her children are between the ages of 3 and 10, she mostly spends their modest expendable income on children’s products. She and her husband are politically conservative, and own SUVs and trucks for toting kids and materials for the home. Trisha enjoys running, while her husband loves to fish. They both enjoy grilling at home with fresh, gluten-free ingredients while they entertain friends and family.

Consumer Philanthropic Affinities

Charitable Focus & Programs

Every year, they support their communities through a combination of charitable giving and employee volunteerism. Through the Lowe’s Charitable and Educational Foundation, corporate donations and store giving, they partner with trusted organizations and contribute millions annually to educational programs, community rebuilding efforts and disaster relief. Lowe’s employees contribute directly to communities through thousands of hours of volunteer service each year. There’s a good reason they call them Lowe’s Heroes.

Lowe's aligns their community giving and volunteer efforts with programs and partnerships that complement their core business. Each year, they support programs that improve K–12 educational systems, help to rebuild and improve their neighborhoods and provide relief to communities in need.

  • $33 million in charitable giving
  • 43,192 Lowe’s Heroes Volunteers
  • 3,795 community projects

Community Giving Strategy

K-12 Public Education ($11.2 million)

Strong schools and educational programs are the backbone of their communities and help ensure all children have access to quality education. Through the Lowe’s Toolbox for Education® grant program, educational scholarships and partnerships, they provide opportunities to students across the nation.

Community Improvement ($18.6 million)

As a home improvement company, building strong communities while helping ensure access to safe and affordable housing is a priority. They work with strategic partners to provide building and repair services to communities in need.

Disaster Relief ($3.2 million)

Every year, natural disasters strike with little or no warning. While they can’t predict when or where they’ll happen, they can provide support to leading organizations to aid in relief and recovery efforts.

Nonprofit Partners

Boys & Girls Clubs of America

Since 2009, Lowe’s and the Boys & Girls Clubs of America have joined forces to provide opportunities for their nation’s young people. With more than 4,100 locations, the Boys & Girls Clubs provide invaluable resources and development programs for millions of kids and teens during critical out-of-school hours. Lowe’s supports the clubs each year through charitable donations and employee volunteerism directed at improving club facilities. In 2015, Lowe’s donated $1 million to support improvement projects at 19 Boys & Girls Clubs in the United States, bringing total contributions to $7 million to date. Grants as high as $50,000 will go to support improvement projects such as roof repairs, classroom renovations and safety upgrades. In addition, Lowe’s Heroes employee volunteers have donated their time to support these efforts, adding valuable expertise in the process.

The Nature Conservancy

Since 2005, Lowe’s has worked with the Nature Conservancy—a leading global nonprofit organization dedicated to protecting the lands and water on which all life depends—to support the conservation of natural areas across North America and empower the next generation of leaders. Throughout their decade-long partnership, Lowe’s has contributed more than $10 million to help the Nature Conservancy protect important freshwater and forest lands and to advance youth education and engagement programs. In 2015, Lowe’s contributed $1.25 million to support the Nature Conservancy’s youth educational initiatives. This included funding to support the Nature Works Everywhere school and garden programs, online educational resources, and high school and college internships. Through these programs, they’re providing the youth of today with the resources necessary to solve their environmental challenges of tomorrow.


In 2015, Lowe’s provided $1.5 million to SkillsUSA to help address the growing U.S. skills gap. SkillsUSA provides 300,000 student members annually with valuable professional, workplace and technical skills. Lowe’s funding went to support the Schools in Need grant program, the Chapter Excellence Program, the National Leadership and Skills Conference and TeamWorks competitions held in 35 states. Since their partnership began in 2004, Lowe’s has contributed more than $14 million in support and grants to SkillsUSA.

Celebrating 10 Years of Lowe’s Toolbox for Education

The year 2015 marked the 10th anniversary of Lowe’s Toolbox for Education® (Toolbox), their signature educational grant program. Every year, Toolbox donates approximately $5 million in grants to K–12 public schools across the United States. These grants, ranging from approximately $2,000 to $100,000, support upwards of 1,000 schools per year with structural and safety enhancements, as well as upgraded learning materials and technologies. Lowe’s Heroes also pitch in, volunteering their time and skills for a wide variety of projects.  Since the program began in 2006, Toolbox has provided approximately $48 million in grants, benefiting more than 6 million children and nearly 11,000 schools along the way. In 2015, the Lowe’s Charitable and Educational Foundation donated more than $5.5 million in grants to improve 1,138 schools in 47 states. To mark the 10th anniversary of Toolbox and celebrate the achievements to date, Lowe’s launched the Letters to Lowe’s campaign. Letters to Lowe’s encouraged students, with the help of their teachers, to write to Lowe’s to share how a grant would help benefit their school. In total, nearly 4,000 students submitted letters, with the four winners’ schools each receiving a $25,000 grant.  Lowe’s Heroes will help the winners bring their ideas to life in 2016.

Habitat for Humanity

Since 2003, they’ve partnered with Habitat for Humanity International in affordable housing and community revitalization efforts to help families build strength, stability and independence in the United States. Since their relationship began, they’ve contributed more than $63 million, helping more than 5,500 Habitat families build a better future for themselves and their families. Every year, Lowe’s volunteers roll up their sleeves to support Habitat programs. In 2015, more than 2,500 Lowe’s Heroes participated, contributing thousands of hours of their time and expertise to support Habitat’s community revitalization programs. In addition to providing construction support, employee volunteers also provided technical training and skills workshops in communities and at stores throughout the United States.

Rebuilding Together

For almost a decade, Lowe’s has supported Rebuilding Together in its efforts to rehabilitate homes in vulnerable communities. Each year, Rebuilding Together mobilizes nearly 100,000 volunteers to support thousands of community revitalization projects across the United States.  Through charitable grants and volunteer activities, they provide critical renovations and revitalization services to assist low-income community members across the country. In 2015, they contributed $2.5 million to support projects in more than 100 communities across the United States, with more than 750 Lowe’s Heroes employee volunteers lending a hand. Since the start of their partnership in 2007, Lowe’s has committed $15 million in charitable contributions and nearly 31,000 volunteer hours, benefiting more than 15,000 people with essential renovations, including safety and accessibility enhancements and energy-efficiency upgrades.

Keep America Beautiful 

Over the past four years, Lowe’s has worked alongside Keep America Beautiful and its community affiliates to transform their public and natural spaces, making them places to be enjoyed by all. Since their partnership began, Lowe’s has supported community improvement programs with more than $4 million in charitable grants and thousands of volunteer hours provided by Lowe’s Heroes. What’s more, these grants have mobilized more than 40,000 national volunteers since the partnership began. In 2015, Lowe’s contributed $1 million to support 50 local projects. From Austin to Atlanta, these grants, and support from local Lowe’s Heroes, helped clean up and restore disaster sites, revitalize parks and plant community gardens.  By the numbers:

  • 50 grants
  • 517 Lowe’s Heroes Employee Volunteers
  • 751,405 flowers and bulbs planted
  • 5,166 gardens, gateways and green spaces built or maintained
  • 52,073 trees planted
  • 70 playgrounds and recreational spaces restored
  • 69,500 acres of parks and public lands cleaned and improved

American Red Cross

Since 1999, Lowe’s has teamed up with the American Red Cross to help deliver relief and recovery assistance in the immediate aftermath of a disaster. Each year, through the Red Cross Annual Disaster Giving Program, Lowe’s pledges donations that help the Red Cross plan for and respond to disasters. Lowe’s Heroes also donate their time to recovery activities. Together with customers, Lowe’s has donated more than $26 million to Red Cross relief activities, including approximately $750,000 in 2015.

First Response Team of America

Since 2012, Lowe’s has provided more than $2 million in grants, and hundreds of volunteer hours, to the First Response Team of America to bring relief and assistance to impacted individuals and families all across the United States. Armed with specialized equipment and vehicles, the First Response Team is able to access impacted areas that others cannot reach. Over the course of 2015, Lowe’s supported First Response Team relief efforts in 14 impacted communities with $750,000 in charitable donations. From towns devastated by tornadoes in Illinois and Texas, to communities affected by flooding in South Carolina, around 500 Lowe’s Heroes helped the First Response Team perform search and rescue operations, clear debris and distribute much-needed supplies.

Employee Engagement

A purpose-driven culture can’t be created overnight. Lowe's regularly examines every part of their business to ensure consistency with their values, and they empower team members to join this effort. To measure how employees feel about the company and their work environment, Lowe’s conducts an annual Employee Opinion Survey (EOS), which asks full-time and part-time staff to share their views on topics ranging from leadership to teamwork and work-life balance to personal well-being. In 2015, with the goal of determining what matters most to employees, they broadened the EOS to focus not only on employee engagement, but also on overall work experience. Themed “Without you, our story is not complete,” the survey was conducted in the United States, Canada and Mexico. Based on results, they’re proud to report:

  • Overall employee engagement steadily increased for the third year in a row.
  • All three of their U.S. business units (stores, distribution centers and customer support centers) reached or surpassed their benchmark goal of 65 percent.
  • For the second year in a row, when asked “What word describes Lowe’s to you?” the top survey response from employees was “family.”

Lowe’s leaders use the survey findings to assess how to drive positive change and implement new ideas for their company. For example, the 2015 survey invited in-depth feedback from employees on specific behaviors by their leaders. The findings were used to create a Leadership Indicator report for each Lowe’s executive, including feedback and actionable suggestions. They also launched a new internal reporting site in 2015 that provides leaders with interactive survey results, including targeted focus areas and suggestions on how to improve their approach to leading their teams.

Employee Volunteers: Lowe’s Heroes

Lowe’s employees selflessly volunteer thousands of hours to improve their communities each year. They help complete critical repairs to K–12 schools and educational centers, contribute valuable construction and repair skills to build and renovate homes, and clean up and rebuild after disasters. And the momentum continues to build. Last year, for the first time, 100 percent of Lowe’s U.S. stores participated in Lowe’s Heroes volunteer projects. They feel their employees should be acknowledged for their service, and in 2015 they started to formally track total Lowe’s Heroes volunteer hours. They also doubled the budget for each location’s Lowe’s Heroes project. Lowe’s donated more than $4 million to Lowe’s Heroes projects in 2015. In early 2016, they announced plans to give their employees the opportunity to do even more, providing eligible full-time employees with eight hours of paid volunteer time off to support approved nonprofit organizations in their communities. Some highlights from 2015 include:

Washington, D.C.: In April 2015, close to 100 Lowe’s Heroes teamed up with Rebuilding Together and Carter’s Kids to make critical home repairs and build a playground for an underserved community as part of the Rebuild-A-Block program.

Monroe, Washington: In September 2015, 11 Lowe’s Heroes completed much-needed safety enhancements to the Monroe Gospel Women’s Mission, including replacing an old wheelchair ramp. The mission supports nearly 100 women of all ages annually with temporary housing, food and counseling resources.

Billings, Montana: In the fall, 30 Lowe’s Heroes helped revitalize the Tumbleweed Runaway Program facility, repairing laundry rooms in addition to other improvements. The Tumbleweed program provides crisis counseling and additional services to runaway, homeless and other at-risk youth and their families. 

Dallas, Texas: The day after Christmas, the Dallas area was hit by 11 tornadoes that left 25,000 residents without power and destroyed or badly damaged more than 1,000 homes. In response, nearly 200 Lowe’s Heroes from approximately 40 area stores worked alongside the First Response Team of America and other community organizations to provide relief assistance, including clearing debris and helping to find personal belonging.

Disclaimer: The information contained in this Prospect Research Profile has been provided by Catalist based upon curated information from hundreds of public sources. Catalist fact checkers and analysts have verified the information contained in this report, but is not held responsible for unknown inaccuracies or false claims by the company profiled. 

Lead: Menchie's


Services: Specialty Eateries, Fast Casual Dining

Geographic Scope: With over 500 stores Menchie's has locations open in the United States, Canada, Japan, Australia, China, India, UAE, and more.

Revenue:  $1- $5 million (USD) per franchise per year

Employees: 3,000+ employees

Business Structure: Menchie's is a franchised company

Address: 17555 Ventura Blvd, Suite 200, Encino, CA 91316

Phone: 818.708.0316

Website: Menchies.com

Quick Links:

For Menchie's Fundraising for Nonprofits Starts with a Smile

Menchie’s Exceeds Fundraising Expectations for Make-a-Wish

How Orange Leaf Frozen Yogurt Combined In-Store & Online Cause Marketing to Give One Million Meals

Menchie's CEO: Frozen Yogurt Business Isn't Melting

Rivals to Target: Entrepreneur's Top 500 Frozen Yogurt Franchises

Analysis: Frozen yogurt franchises like Menchie's are excellent prospects for cause marketing. Of course, any type of point-of-sale fundraiser (e.g. charity pinups, register programs, round ups, donation boxes) is the best way to raise the most money.

However, there are other options. In the case of a partnership between Orange Leaf Frozen Yogurt and No Kid Hungry, Orange Leaf sold a limited edition cup for one dollar. "Cups for a Cause" was a big success!

You can read about the fundraiser here.

Another lesson from Orange Leaf is how they targeted customers online by selling t-shirts. For ten dollars, customers received a t-shirt and a coupon for free froyo. 

No Kid Hungry and Orange Leaf promoted the orange tee on social media and through email marketing. The t-shirt offer struck a chord with customers, who purchased 503 shirts. Each shirt sold triggered 100 meals for needy kids.

The key thing to remember with every business is to inventory and maximize every resource they have. The best cause marketing programs are integrated, multifaceted. In the case of frozen yogurt businesses, develop a multi-prong approach to engage customers when they first enter the store, at the register and online.

Company Description

Menchie’s is the world’s largest self-serve frozen yogurt franchise, and was recognized in Forbes as "America's Top 100 Most Promising Companies." Menchie's creates lasting memories with its mission of making people smile. As a world leader, Menchie's ensures best in class products and is the ambassador of frozen yogurt quality worldwide. In 2013, Menchie's was featured on CBS's Emmy Award winning television show, Undercover Boss.

Consumer Profile

Meet Carly

Carly is a millennial mom who is married with children under the age of five. She’s extremely well-connected and a social influencer, a self-proclaimed reality TV junkie (e. g. The Bachelorette, SYTYCD, TopChef) and enjoys eating out with her husband. Together, they have a household income over $125K, and she spends any expendable income on women’s accessories and kids’ products. Though she wouldn't call herself a "health nut," Carly exercises regularly and appreciates fresh ingredients.

Consumer Philanthropic Affinities

Charitable Focus & Programs

Menchie's franchisees are active and engaged within their communities, and they are always looking for new ways to create smiles. From discounts given at half-time contests at local sporting events to sponsoring a local athletic team, their franchisees are giving back in many creative ways. In fact, every year more than 500 local organizations are receiving support through the efforts of their local stores.

While their franchisees are impacting their local communities, Menchie's is giving back on a national level as well. They look to partner with organizations that align with their values, some of which are health and family.

National Partnerships

Muscular Dystrophy Association

MDA is devoted to finding treatments and cures for muscular dystrophy and related diseases and to improving the lives of those affected by these diseases. In the last three years, Menchie's has raised $400,000 for MDA. This year, MDA invited the Menchie's team to take part at a local MDA camp and spend a day with the kids. 


Veterans hold a special place in Menchie's heart, as they so generously give to their country. They try to take every opportunity to express their gratitude to those who serve. Supporting VetFran, a program helping veterans smoothly transition back into civilian life, and the creation of their Menchie’s Veteran’s program are two ways they are giving back to their veterans. Menchie’s Veteran’s Program provides a $10,000 credit towards any awarded frozen yogurt franchise option for all active duty and honorably discharged military personnel. Also, this year on Veteran’s Day, their stores across the U.S. joined forces to honor their military with free frozen yogurt. 

Disclaimer: The information contained in this Prospect Research Profile has been provided by Catalist based upon curated information from hundreds of public sources. Catalist fact checkers and analysts have verified the information contained in this report, but is not held responsible for unknown inaccuracies or false claims by the company profiled. 

Lead: Hannaford Bros.



Services:  Retail, Drug Store, Grocery & Supermarket  

Geographic Scope: Maine, Massachusetts, New Hampshire, upstate New York and Vermont.

Revenue:  $2 - $5 billion (USD) per year

Employees:  10,000+ employees

Business Structure: Subsidiary and business segment of Belgium’s Delhaize Group.

Address & Phone:

145 Pleasant Hill Rd
Scarborough, ME 04074

Website: Hannaford.com

Quick Links:

Looking for Your First Cause Marketing Partner? Try Your Corner Market

Grocer Milks Cause Marketing to Save Local Farms

Hannaford Program Donates More Than $1 Million to Fight Hunger in Northeast

Bag Sales Generate Hundreds of Thousands of Dollars in Support for Local Organizations

Rivals to Target: Supermarket Chains in the United States (You can organize this list by name and state)

Analysis: On paper, supermarkets appear to be a cause marketer's dream. Most supermarket chains have lots of stores and tons of foot traffic. When I first started fundraising with supermarkets we raised $1,000 per store for each week of the fundraiser! That means even with a small chain of 25 stores we raised $25,000 per week. That was the heyday of supermarket fundraising - and it's long gone.

Today, supermarket cause marketing isn't as successful - and for a few different reasons.

  • The supermarket business is cutthroat with plenty of competition and thin margins. Individual stores aren't as busy as they used to be and it shows in the frontline cashiers who are overworked and underpaid.
  • Registers are cluttered with promotions of all types. It's hard for charities to stand out.
  • Cashiers are uneducated and listless and not the best face for your organization.
  • Many supermarkets went completely overboard with fundraising and promoted a different program every week. They wore customers out! Some supermarket have sworn off cause marketing completely and never ask customers to donate. Others have dramatically scaled back their programs.

The key with supermarkets these days is to focus on chains that still recognize the value of cause marketing but also know that a little goes a long way. Take the example of North Carolina based chain Food Lion. They've reduced their register fundraisers to just one per year and strived to diversify their fundraising with purchase-triggered donation programs, vendor programs and employee volunteering. This mix has really worked for Food Lion!

Smartly, Food Lion has also reduced the number of charities they support. Most of the money they raise goes to local Feeding America food banks in the communities in which they have stores.

I can't more strongly suggest that you listen to our interview with Food Lion on CauseTalk Radio. It's full of great insights on how supermarkets can raise money for good causes and launch programs that customers actually enjoy!

Company Description

Hannaford Bros. may have started as a fruit and vegetable stand in 1883, but it has expanded from its Maine roots to become an upscale grocer with 180-plus stores under the Hannaford Supermarkets banner throughout Maine, Massachusetts, New Hampshire, upstate New York, and Vermont. Still, produce continues to be a major focus at the Hannaford supermarkets, as are expansive meat selections and natural food products. About 80% of the Hannaford stores are combination grocery stores and pharmacies. The stores average about 47,800 sq. ft. Maine's largest supermarket chain, Hannaford Bros. is owned by Delhaize America (parent of Food Lion), which in turn is owned by Belgium's Delhaize Group.

Consumer Profile

Meet Jessica

As the quintessential Gen X mom, Jessica is a homemaker with young kids under age 10 at home. Her husband is in a management position with previous military affiliations. As a family, they love to hike, run and cycle. Jessica enjoys gardening and entertaining friends, and is a super shopper – with her purchases mostly including toys, baby products and apparel for the entire family.

Consumer Philanthropic Affinities

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Screenshot 2016-12-27 12.39.53.png

Charitable Focus & Programs

Hannaford limits event and sponsorship support to the five states where they operate: Maine, Massachusetts, New Hampshire, New York and Vermont. Organizations focused on health and wellness, child development and families and/or hunger relief receive their strongest consideration.

Key Initiatives 

Hannaford Helps Fight Hunger

As a food retailer, Hannaford has long-standing relationships with food banks and local food pantries — they donate food and healthcare products every week. Hannaford Helps Fight Hunger was established in 2008 to help food banks feed individuals and families in need. The program is a powerful collaborative partnership with their customers and their suppliers to create opportunities for easy donations of food and cash right in our stores. One hundred percent of these donations go straight to local pantries, regional food banks, and anti-hunger organizations.

Since 2008, Hannaford Helps Fight Hunger has contributed a total of more than $6.5 million in food, customer cash gifts and Hannaford cash donations to local food pantries and food banks.

Across Hannaford's five–state market area, the Hannaford Helps Fight Hunger campaign in 2015 donated:

  • More than 98,900 Hannaford Helps Fight Hunger boxes, which were contributed to local food pantries and meal programs
  • $60,500 that customers contributed at the check-out registers
  • More than $65,000 in product through our buy-one give-one program, which included 4,444 cases of grocery staples

Look for Hannaford Helps Fight Hunger programs to start in October, giving consumers 3 ways to make a difference in the community:

  • Hannaford Helps Fight Hunger boxes: For just $10 consumers can donate a box filled with food staples that local pantries need most.
  • Register Donation: Consumers can donate cash at registers that will go directly to regional and state food banks.
  • Buy 1, Give 1: When consumers purchase specific items during our Buy 1, Give 1 campaign, Hannaford match your purchase with donations to the nearest food bank.

Hannaford Helps Schools

Since its inception, Hannaford Helps Schools has raised more than $10 million for schools in New England and New York.  4 Products = 3 School Dollars. If 100 families buy 4 products each week (3 school dollars) for the entire program, their school will raise $3,900!

Hannaford Charitable Foundation

The Hannaford Charitable Foundation (HCF) was formed in 1994, and over the past 20 years, the Foundation has given over $14 million to support nonprofit organizations. The Hannaford Charitable Foundation is one of a number of ways in which Hannaford Supermarkets supports its communities, including United Way support, the Hannaford Scholarship program, in store promotions, as well as specific programs such as Hannaford Helps Fight Hunger and local community events and sponsorships.

The mission of the Foundation is to invest in creating and sustaining healthy communities in the five-state area of their business. They do so through providing financial support to nonprofit organizations and programs that focus on improvement of the root causes impacting the quality of life for their customers, associates, and neighbors.  Their areas of focus for financial support are Food, Education, and Health.

The foundation supports organizations in Maine, New Hampshire, Massachusetts, New York and Vermont that focus on one of the following core components of healthy communities:

  • Food – Safe, stable access to healthy food is a critical component of a healthy community. HCF supports programs in longer-term solutions that will ensure safe, stable access to healthy food primarily through regional food banks in the markets we serve.
  • Education – Hannaford is committed to preparing their customers and neighbors for success by helping to deliver strong programs to prepare people through all stages of life for success in education and readiness to enter the workforce.
  • Health – They promote the health of residents in their communities through organizations that provide quality programs focusing on promoting healthy lifestyles and improved care.

In determining which organizations and programs to support, the Foundation considers the impact and outcomes to the community, prior support from HCF, and relative uniqueness of the program versus others in the community. Preference for funding is given to those that have the potential of providing ongoing services for a large segment of our customer base and communities.

Notable Nonprofit Partners

Various local food banks, schools, universities and health programs.

Funding & Partnership Guidelines

Local Store Support

Is your organization seeking a $25 gift card to use as a raffle item at your next fundraising event? Do you need a gift basket as a door prize, spaghetti for that spaghetti supper or cups and napkins for your event? All requests for local support valued at $100 or less should be addressed to the Store Manager at your local Hannaford.

Regional or Corporate Donation/Sponsorship Requests

Requests for support greater than $100 should be apply here.

  • For requests to support scheduled events, they require that applications be submitted at least eight (8) weeks prior to the event.
  • For your request to be considered your organization's focus and event (if applicable) must fall under one or more of their priority giving areas: health and wellness, child development and families, and/or hunger relief.
  • They ask that each organization submit no more than one request per calendar year. 

Disclaimer: The information contained in this Prospect Research Profile has been provided by Catalist based upon curated information from hundreds of public sources.  Catalist fact checkers and analysts have verified the information contained in this report, but is not held responsible for unknown inaccuracies or false claims by the company profiled. 

Lead: Denny's


Services:  Denny’s specializes in traditional diner food, with an emphasis on pancakes.  

Geographic Scope: The company operates more than 1,710 of its signature eateries located across the United States, Canada, Dominican Republic, El Salvador, Curacao, Costa Rica, Venezuela, Honduras, Japan, Mexico, New Zealand, Qatar, and the United Arab Emirates.

Revenue:  $100-$500 Million (USD) per year

Employees:  5,001 – 10,000 employees

Business Structure: The company owns and operates about 165 of its restaurants, while the rest are franchised or operate under licensing agreements.

Address & Phone:

Denny's, Inc.
203 East Main Street
Spartanburg, SC 29319

Website: Dennys.com

Quick Links:

[Updated 2/12/17]: A CMO’s View: Denny’s purpose-driven marketing puts spotlight on brand’s revitalization efforts

How Denny's Combined Social Fundraising with Cause Marketing to Raise More Money

Story Behind Viral Post of Man's Act of Charity at a Utah Denny's Restaurant

Burger King Makes Peace Day Deals with Denny’s and More After McDonald’s Dismissal

Denny’s Corporation Donates $70,000 to Build Ninth Habitat Home in Spartanburg

Orders up! Watch Paula Abdul Go Undercover as a Denny’s Server to Help Raise Awareness for No Kid Hungry.

Rivals to Target: IHOP, Bob Evans Restaurants, Huddle House, The Original Pancake HouseVillage InnWaffle House, Egg & I

Analysis: Pancake houses like Denny's have the two essential ingredients for a successful six-figure cause marketing program. They have lots of locations and plenty of foot traffic. They are perfect businesses for point-of-sale fundraisers (charity pinups, register programs, round-ups, etc.).

Another option is an action-triggered donation program involving their signature menu item, pancakes, which are relatively cheap to produce. For example, on National Pancake Day, IHOP offer each guest a free short stack of their famous buttermilk pancakes. For every short stack of buttermilk pancakes served on that day IHOP guests are encouraged to make a voluntary donation to Children's Miracle Network (CMN).

Customers have responded generously! 

Since 2006, IHOP's National Pancake Day promotion has raised over $15 million to provide life-saving treatment, programs and medical equipment for child patients. In the weeks leading up to National Pancake Day, participating IHOP restaurants also sold “Miracle Balloons” for $1 and $5 to benefit CMN. Guests who purchased a $5 "Miracle Balloon" received a $5 discount coupon for their next visit. What a great combination of fundraisers!

I've seen similar fundraisers from other pancake chains like the Egg & I and Perkins Restaurant and Bakery.

Pancakes were the inspiration behind another company's cause marketing efforts. Williams-Sonoma created an exclusive pancake and waffle mix to benefit Share Our Strength’s No Kid Hungry campaign. 20% of the retail price from each jar sold benefited Share Our Strength.

Company Description

The home of the Grand Slam Breakfast, Denny's is one of the leading full-service, family-style restaurant chains in the U.S. Typically open 24 hours a day, the chain is best known for its menu of breakfast items, including eggs, pancakes, and combination plates carrying such names as All-American Slam, Lumberjack Slam, and the aforementioned Grand Slam Breakfast. Denny's also serves standard American fare (burgers, sandwiches, steak) for lunch and dinner. 

Consumer Profile

Meet The Smith’s

As the Americana family, the Smith’s are married, most likely with children ages 6-18+. One of their children may be a college student who still lives at home and participates in family dinners at Denny’s, but also stops by after class or late night with his friends. Mr. Smith works as a mid-level manager, while Mrs. Smith is a homemaker. Mr. Smith enjoys cycling, golf and tennis, and Mrs. Smith spends her time purchasing Mr. Smith’s corporate attire, baby products and weight loss supplements. The Smith’s are around 40 years old and most likely live in the Midwest or Northeast.  

Consumer Philanthropic Affinities

Charitable Focus & Programs

Denny's is hungry to serve the communities where it does business. As a neighborhood diner, Denny’s is committed to giving back to local communities through many programs, including No Kid Hungry, Hungry for Education, the United Way and countless local programs all aimed at making the world a better place. Denny’s team members get involved in their communities by volunteering their time, making charitable contributions, serving food to those in need and helping raise money for local schools, churches, hospitals and athletic teams, to name a few.

Key Initiatives

Cage-Free Eggs

America’s Diner is proud to announce a pledge to source and serve cage-free eggs in all U.S. restaurants by 2026. They’ve been committed to quality food and a true diner experience for over 60 years and this is just another way of honoring that commitment.

As the original home of all-day breakfast, Denny’s serves more than 400 million eggs each year, including classic breakfast items such as the signature Build Your Own Grand Slam, omelettes and delicious skillets.

This commitment is in conjunction with the evolution of supplier capabilities and part of a larger shift as Denny’s continues its focus on food quality in 2016, offering guests more premium ingredients and enhanced flavors with each new season. Denny’s has improved various menu items to offer guests higher-quality diner favorites including USDA Select beef, wild-caught and sustainable salmon, fresh-cut seasonal fruit and vegetables, 7-grain bread options and many healthier breakfast alternatives such as gluten free english muffins and hearty wheat pancakes.

Greg Linford, Vice President of Procurement for Denny’s added, “As America’s Diner, we’re proud to do our part to move the industry toward more humane sourcing practices. This shift towards a more humane method of egg production is just another step in ethical sourcing at Denny’s, adding to our requirements for ethical turkey, beef and pork treatment as well. We look forward to working closely with our suppliers to promote responsible sourcing, and refining our strategies as information, availability and supply chain capabilities evolve.”

Denny’s Hungry for Education

Since 2011, Denny’s has developed Hungry for Education, a scholarship program designed to recognize academic achievement. Today, nine leading non-profit minority advocacy organizations help launch the program in Denny's restaurant areas. In 2016, the program will award more than $500,000 in scholarships to elementary, high school and college students for their ideas to help Denny’s fight childhood hunger. Learn more here.

Notable Nonprofit Partners

No Kid Hungry

The team members at Denny's love to feed people, so it is hard for them to imagine kids not getting enough food each day. So, Denny's partnered with Share Our Strength’s No Kid Hungry program to make ending childhood hunger one of their main philanthropic causes. Every September, Denny’s locations across America participate in Share Our Strength’s Dine Out For No Kid Hungry, a national fundraising event that brings together thousands of restaurants and millions of consumers to help make sure that no child in America grows up hungry.

Key message = “Turn $1 into 10 Meals”.

Denny’s has helped connect hungry children with more than 33 million meals in the last five years.

United Way

Giving Back with the United Way of the Piedmont.

United Way of the Piedmont is a nonprofit, volunteer-driven organization dedicated to improving the quality of life for people in Spartanburg, Cherokee and Union counties of South Carolina. Volunteers review agency programs and initiatives and invest in those that positively impact the most critical needs of the community. Funds are raised in the annual campaign and distributed to help those who need it most.

Cookies for Kids' Cancer

Since 2010, Denny’s has supported Cookies for Kids’ Cancer, a non-profit agency in New York and Arizona, committed to raising funds and awareness for pediatric cancer.

To date, Denny’s has raised more than $400,000 for the cause.

Ella's Tea Party

Since 2011, Denny's has partnered with Ella's Tea Party in Arizona to support the fight against pediatric cancer. Children face incredible challenges during cancer treatment; the organization’s mission is to help fund safe and effective treatments, so researchers can increase the odds for success and offer new hope for the future.

In 2011 and 2012, Denny’s raised more than $66,000 for the cause.

Tour de Force

Each February, Denny’s launches a month-long annual fundraising campaign for Tour de Force, a Miami-based organization. It provides much-needed financial support to the families of Florida law enforcement officers killed in the line of duty.

To date, Denny’s has raised nearly $100,000 for the cause.

Disclaimer: The information contained in this Prospect Research Profile has been provided by Catalist based upon curated information from hundreds of public sources.  Catalist fact checkers and analysts have verified the information contained in this report, but is not held responsible for unknown inaccuracies or false claims by the company profiled.