Jewelers Mutual is launching an all-out social-media campaign to encourage jewelry lovers to vote online for their favorite cause among four charities in the U.S. and Canada, which will receive a total of $2 million.
The organizations include Feeding America and Food Banks Canada, Habitat for Humanity and St. Jude Children’s Research Hospital. The contest is part of the company’s “Band Together” campaign.
Retailers who promote the initiative can help demonstrate to their customers how the jewelry industry bands together to do good, says Trina Woldt, chief marketing officer for Jewelers Mutual.
“We’re hoping the jewelers will participate in this and help fuel it,” she says. “It’s a way to have a conversation with customers beyond the jewelry conversation. Certainly the jewelry industry has a heart for this.”
Millennials in particular favor working with companies who can demonstrate their commitment to the community and the greater good. In fact, Horizon Media’s Finger on the Pulse Study reveals that 81 percent of millennials expect companies to make a public commitment to giving and to be good corporate citizens.
There is also a drawing each week for jewelry. The first drawing, for a set of three stacking bands from Stacked New York, is scheduled on July 15.
Jewelers Mutual has long supported local charities in Wisconsin, where the company is based, but has decided to extend the reach of its charitable giving this year to “engage with our personal policy holders in the U.S. and Canada,” Woldt says.
From July 11-31, people across the United States and Canada can cast ballots online at jewelersmutual.com/bandtogether to support the charities. The charitable cause that receives the most votes by the end of July will receive a $1 million donation from Jewelers Mutual.
Of course, there are no real losers in this contest: The runner-up will get $700,000 and $300,000 will go to the third-place winner.
The focus of the company’s giving is traditionally along the themes of health, hunger and home.
The donated money will help:
- Find a family a decent place to live. Habitat for Humanity serves nearly 1,400 communities across the U.S. and is in over 70 countries. Financial support and volunteering can add a voice to support affordable housing, stability and self-reliance.
- Provide food for more than 46 million people through 60,000 pantries and meal programs across the U.S., through Feeding America.
- Feed at least 850,000 Canadians each month through Food Banks Canada.
- Find cures for life-threatening diseases and save children’s lives through St. Jude’s Children’s Research Hospital.