January 4, 2018

A Review of Lucky’s Market Philanthropy Approach

vegetables at a storeLast month, our local groceries shopping scene got more competitive. A Lucky’s Market opened. This new store followed our first Sprouts the previous year. Plus, shoppers can shop at Trader Joe’s, Whole Foods, Publix, Winn Dixie and online.


What’s a Hungry Business in Search of Customers to Do?
Besides competitive prices, Lucky’s distinguish itself with local philanthropy in two ways.


1. Bags for Change
If you bring your bag to the checkout, Lucky will give you wooden coins. You deposit your coins into one of one of three slots on a display board to donate to one of three nonprofits. Following your lead, Lucky’s matches donations. This tactic identifies three worthy nonprofits which support the nonprofits’ branding. Moreover, it provides customers a positive finish to their Lucky experience.


This bag coin offer is win-win-win-win business philanthropy. Lucky’s saves money when you bring bags. Ten cents per bag is small, but by pooling donations and matching it with a corporate contribution, nonprofits get cash-wins that support the environment, the nonprofit, you and the community.


2. The Give-Back
Inside the Grand Opening Circular, on page two, a banner headline announces that “All Lucky Branded products meet our never-ever standards and (different font) 10 percent of profits are re-invested in your community.” I assumed from the circular, as you might that 10 percent give-back was based on all purchases. This probably shows my naiveté. The website lists specifics. Lucky’s provides a 10 percent give-back on private label items. A second give-back applies to net store sales on quarterly Impact Days.


How Can You Be Lucky in Your Business Philanthropy?

Offer your customer’s a philanthropic opportunity that involves choice. To get in the water with them, match customer gifts. Be sure all you write reflects your generosity.


Karen Eber Davis

Karen Eber Davis provides customized advising and coaching around nonprofit strategy and board development. People leaders hire her to bring clarity to sticky situations, break through barriers that seem insurmountable, and align people for better futures. She is the author of 7 Nonprofit Income Streams and Let's Raise Nonprofit Millions Together.


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