Background
White + Warren is a women’s cashmere retailer. Founded in 1997 by Susan White Morrissey who wanted to make cashmere knits attainable for a new generation of women. They are passionate about sustainability and giving back with recycled yarns and capsule collections with charitable missions.
Opportunity
White + Warren wanted to add a more personal and consistent giving aspect to their business. They already began with causes near and dear to their own hearts by featuring capsule collections geared toward giving back but wanted to grow their charitable initiatives.
Strategy
On #GivingTuesday in 2018, White + Warren sent their subscribers an email reminder of cyber week’s holiday deals, this time with an impact message. This campaign ended up being one of their most successful to date.
Since they had an established relationship American Heart Association, White+Warren chose them as a featured cause. Paired with the option to search for any nonprofit in our database of 1.4 million, the White + Warren audience could feel good knowing that they had the opportunity to make a difference with their purchases.
They didn’t stop there though. For American Heart Month, White + Warren set the American Heart Association as default with 1% give back, on top of the 20% they donated from their capsule collection. Meaning every purchase in February made an impact.
Outcomes
23%
Higher transactions per customer with multiple times donors
21%
Faster return from donating customers
18%
Higher Lifetime Value vs. other repeat customers
“The customer has the ability to choose the organization that she’s passionate about, it’s easy, it’s just so simple, it’s seamless. Customers that shop and choose to donate on their first purchase come back 7 days sooner than any other shopper.” - Susan W. Morrissey, Founder & CEO of White + Warren