Growing a Brand while Helping Non-Profits

Image: Ford Proud to Honor Initiative

​Corporate Challenge: Bringing ‘meaning’ to your brand, and creating excitement for your employees. 

Ironbound Strategy: Helping non-profits has a unique effect of also creating value for your own customers and employees.

Ironbound Action: Michigan based Ford Motor Company created an online store to sell genuine Ford merchandise in military colors and insignia, with all proceeds going to veterans organizations.  Ford leveraged its brand to grow awareness of veterans issues while growing its own brand awareness in the military enthusiasts segment.  This strategy could easily be employed by any company.  By bringing awareness to impact organizations, brands can create excitement with their employees and customers while simultaneously creating extraordinary value for society.

​* In December 2020, Ford Motor Company will donate $100 on behalf of each person who uses the hashtag #ProudToHonor, with a goal of donating $3.5 million to military charities.
 
** In Q3-2020, Ford earned $37.5B in Revenues, $2.3B in Net Income.  Ford’s FY-2020 has seen a 27% Revenue drop compared to FY-2019.
 
*** In 2020, Ford donated 200,000 face shields to US Military Bases to help active-duty soldiers prevent Covid-19 spread on their bases