Audit of BOGO Model_Deck

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

AUDIT OF BOGO MODEL

Buy One Give One

Buy One Hire One

Buy OneFund One

VARIATIONS OF THE MODEL

AUDIT OF BOGO MODEL

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

AUDIT OF BOGO MODEL

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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➢

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1M soccer balls donated, impacting 35M children.

SIR RICHARD’S CONDOM COMPANY

AUDIT OF BOGO MODEL

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

AUDIT OF BOGO MODEL

OTHER BOGO COMPANIES

2 Degrees Food:

CommonBond:

[Snack bars] [Meal]

[Grad student loans] [Child’s education]

AUDIT OF BOGO MODEL

Smile Squared :

Soapbox Soaps :

OTHER BOGO COMPANIES

[Toothbrush] [Toothbrush]

or

[Oral surgery]

[Soap] [Soap] [Vitamins]

or

AUDIT OF BOGO MODEL

Everything Happy

FIGS Baby Teresa

THINX

FEED ThriveMarket

OTHER BOGO COMPANIES

Blanket America

RomaBoots

SECTION 3 : BENEFITS & CRITICISM

AUDIT OF BOGO MODEL

PRIMARY BENEFITS

PUBLICITY

IMPACT

Consumers become brand ambassadors

Driven by storytelling

Free media publicity

AUDIT OF BOGO MODEL

PUBLICITY

IMPACT

Soles4Souls 22M shoes vs. TOMS 35M shoes

Orbis 22K trained vs. Warby Parker 18K trained

Compared to traditional nonprofits:

PRIMARY BENEFITS

AUDIT OF BOGO MODEL

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

AUDIT OF BOGO MODEL

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

AUDIT OF BOGO MODEL

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]

+ =

AUDIT OF BOGO MODEL

+ -One World Play Project =

BOGO Model

Issue Partner BOGO Initiative

Sponsor soccer ball donations

+ =

PUMA

Social Justice[#Fight4Fairness]

AUDIT OF BOGO MODEL

+ -Sanctuary for Families

-Dress for Success=

BOGO ModelWomen’s

Empowerment

Issue Partner BOGO Initiative

Sponsor Women’s Empowerment

Programs

[CELEBRITY ATHLEISURE BRAND]

+ =

Thank you !