Buying these bags helps to save the rhino
In 2010, as part of their Good Business Journey, Woolworths decided to raise awareness about the plight of the rhino. Using an in-house design team and with production outsourced to IsiKwama, a local women’s empowerment group, they designed and made a good-looking, durable bag from recycled materials.
From each sale, R10 goes towards the WWF’s anti-rhino-poaching unit to assist with on-the-ground action. It was the first cause-related marketing they had done and they were surprised and heartened by the response. When Woolworths saw how successful the initiative was, they added sweets and bangles to the Save the Rhino range, thereby raising more money. To date, this initiative has raised R1.7-million for rhino conservation. This money has has been donated to nongovernmental organisations (NGOs) including the Rhino Orphan Rescue Project, The Save Valley Conservancy and the South East Zimbabwe Rhino Conservation initiative.
“Key to the success of the project is that customers are provided with a funky, durable product,” Woolworths’ Makhegu Mabunda says. “The bag also carries a message of awareness that is spread whenever they carry it.”
Woolworths then linked rhino conservation projects to the MySchool MyVillage MyPlanet card system.
Through the mechanics of the MySchool MyVillage MyPlanet programme customers can choose a charity that they would like to support. Every time they swipe their card, a percentage goes towards their chosen charity. There is also an overall percentage deducted from all sales. Woolworths allocates this money towards other charities, ensuring that funding is also distributed to lesser known causes and issues.
“The great thing is that it there is no extra cost to the customer. They do what they would usually do, but they are helping at the same time.”
They also run a number of awareness campaigns educating consumers on the state of rhino poaching in South Africa. Campaigns explain how customers can get involved, as well as how their donations work to change the situation.
Through the MySchool MyVillage MyPlanet card, Woolworths managed to raise an additional R3.2-million for the Rhino Fund. Because the donations are linked to products and systems, the process is easy to track and manage. It’s also entirely transparent.
“We have also recently launched QR codes on the bags which direct customers to a website, where they can see how the funds are being used by the respective conservation organisations,” says Mabunda. Woolworths collaborates with the relevant NGOs so they know where the funds are going, what they are used for and what the outcomes and results are.