When we contacted ASOS, the UK’s largest online-only fashion and beauty store, they had only just recently introduced the scheme to staff.  4% of staff were giving at this point, but we knew that this could be much higher if we created the correct promotional campaign to fit with this young, diverse, dynamic and stylish workforce.

We came up with a ‘tongue in cheek’ campaign around the idea about giving to charity making you more attractive to the opposite or same sex.  The “Everyone Loves a Giver! – Unleash Your Charitable Side!” theme was used within all comms from desk drops to launch posters.

We were also thrilled that ASOS agreed to support their employees’ giving within the launch.  We worked with the budget that was made available and advised ASOS on how best this could be used to motivate more staff to sign up. The first 60 staff to sign up received a £10 donation to their charity and the first 20 also received a £10 sample sale voucher.

On the day of the re-launch we also arranged for a guide dog, Dave his owner, and a guide dog puppy to come to the offices.  Staff were encouraged to come and meet them and Dave was absolutely fantastic in explaining the costs of providing a Guide Dog and telling his “story”, Major, the guide dog puppy, went for a walk around the desks to encourage staff to come down and sign up and he was adorable and very effective!

“The promotion we ran was lively, colourful and fun – it created a buzz and raised the profile of charitable giving without putting pressure on individuals.  The style of the promotion tuned in nicely with our company culture.  And clearly it paid off – we are delighted that we now have over 17% of colleagues participating in Workplace Giving with more joining all the time. We had no idea really, what could be achieved if we worked with a dynamic and imaginative organisation like yours.  It’s a good thing you gave us a call!”  

Louise McCabe – Head of CSR, ASOS.com