TOMS Covid-19 Global Giving Fund Generates $2 Million
TOMS mission to make a better tomorrow has been central to the brand since its launch in 2006. TOMS’ giving platform has evolved beyond just the original One For One model, and 2019 the brand announced they will give 1/3 of profits in the form of both shoes and impact grants targeting the areas of Physical Safety, Mental Health, and Equality of Opportunity. This program was developed based on years of experience with diverse giving partners around the globe and designed to maximize the power of customers’ TOMS purchases. In 2020, this new model was put to the test with the Covid-19 pandemic.
Over the course of 5 months, TOMS directed 1/3 of the net profit from every product sold into their Covid-19 Global Giving Fund—which has helped to generate a total of $2 million in support for longtime Giving Partners on the frontlines of the global health crisis. This $2 million fund is being distributed to support the important work of organizations that are providing free mental health support, testing and treatment for Covid-19 patients, supplies for health care workers in hard-hit, low-resource areas, and so much more.
In addition, TOMS customers have elected to utilize their brand loyalty points—called Passport Rewards—to give back during this time as well. Since 2014, TOMS customers have been able to apply reward points to donate funds to a Giving Partner of their choice, instead of utilizing the points for discounts, exclusive sweepstakes, or free product. In March 2020, TOMS quickly created a Covid-19 giveback option for this program, which has become the most redeemed giving reward in brand history. In a typical year about 2% of customers donated their Passport Rewards, and from March to July of this year that number grew to 8%. With the help of the community, an additional $42,710 was raised for charities working directly with those impacted by the pandemic, such as Americares, Crisis Text Line, International Medical Corps, Partners In Health and WaterAid. In June, TOMS also created a similar option allowing customers to donate to help combat racial injustice. Since June 9th, 2020, hundreds of customers have redeemed this reward—raising funds for organizations such as the Community Justice Action Fund.
Since TOMS was designed as a business with giving at its core, it was uniquely positioned to quickly and efficiently deliver meaningful help during these times of crisis—and will continue to do so.
We believe in a better tomorrow, and we have from the start. TOMS is The Original One for One Company. Since 2006, our community has given nearly 100 million pairs of shoes to people in need. But creating a better tomorrow means giving much more than shoes. Now, for every $3 we make, we give $1 away. This is our commitment – to our customers, to our partners, and to our future.