A friend of mine forwarded me an email he received from Domino’s Pizza this week. In the height of football season, I expect to see promotions from all my favorite pizza joints. But this one had a very different flavor to it – Domino’s has teamed up with St. Jude Children’s. They are enabling donations during the online pizza ordering process, and they are also matching your donation amount. I clicked through to see what the experience was like, and the donation was very streamlined and simple.
In full disclosure, I’m a huge fan of Domino’s. I grew up eating their pizza in my hometown of Ann Arbor, Michigan. But I have to say in all honesty I was not expecting this type of partnership from them, and I was pleasantly surprised – it made me feel good to support their business.
It’s not easy to get a partnership like this right – here are a few of the elements that made this particular collaboration and promotion successful:
- The promotion was very transparent, no gimmicks. They didn’t attempt to create a connection between pizza and charity or cancer – they just asked for my support.
- The partner Domino’s chose was a well known charity, making it easy for them to promote donations without having to validate the organization or their work.
- They already have an established base of email subscribers who also utilize their online ordering system, so this addition didn’t pose a big hurdle in terms of click-throughs for the email recipients.
The promotion is still ongoing – so if you’re on the lookout for pizza this weekend, consider ordering from Domino’s this time.
