DSW

https://www.dswshoes.com

Since its inception in 1991, DSW has evolved into a distinctive, retail concept that allows customers to personalize their shopping experience by offering a breathtaking assortment of shoes that are instantly accessible, easy-to-shop, and fulfill a broad range of style and fashion desires.  Typical DSW stores have over 30,000 pairs of shoes in more than 2,000 styles displayed on the selling floor. From the original store in Dublin, Ohio, DSW has grown to 233 stores from coast to coast.

Quick Tips:

• Find out what people think beforehand and address their concerns in your kickoff.
• Make Community Care Day an integral part of the campaign.
• Front-load the campaign with a strong, focused message, and wrap things up quickly.

Make It Clear

DSW is committed to developing a very clear message and to delivering their campaign in a very clear time frame. They have found one week to be most effective. Because they believe giving to United Way is an emotional decision, they feel that people are more inclined to respond quickly. So they “front-load” their campaign with a strong, focused message, and wrap things up quickly.

Plant the Seed

Before the kickoff even begins, DSW does their homework. They talk to co-workers and gain insight about how people feel about United Way and if there are any negative perceptions that can be changed through education or communication. This information is then incorporated into the message at the kickoff itself.

DSW also starts early with their senior leadership team. That group receives pledge cards a week ahead of the general campaign, and the response not only produces generous dollar amounts, but also sets the stage to demonstrate to other employees the passion and commitment of leadership to United Way.

Increase the Impact

To turn up the volume on their campaign week, DSW makes Community Care Day a major activity during the week. And they do their homework, leaving nothing to chance. They have people sign up for Community Care Day prior to the campaign, and they coordinate with their chosen agencies to make sure that the right equipment and conditions are in place to make sure that the experience will be meaningful and memorable.

Through Community Care Day projects as well as their kickoff presentation, DSW stresses that anyone, from any socio-economic background, might need help at some point. They believe that hearing associates tell personal stories about themselves or family members being helped by a United Way agency breaks down barriers and lends importance to the United Way story.