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Cinnabon taps mobile to drive donations for breast cancer education

May 22, 2013

Cinnamon roll bakery chain Cinnabon is leveraging mobile to help drive donations for the National Breast Cancer Foundation via a new in-store initiative.

The campaign, Sweet Support, is a nationwide fundraiser, with Cinnabon matching the first $10,000 in donations. Customers are being directed to the mobile URL Give.Mobi/Cinnabon to make a donation by employees and via signage inside the bakeries.

“Consumers are increasingly accessing more and more information through their mobile phones,” said Kristen Hartman, vice president of marketing for Cinnabon, Atlanta, GA. “Knowing that our Cinnabon guests are often toting their phones and our delicious treats around the mall, we sought a donation process that was easy and user friendly.  

“While we typically fundraise the traditional way, allowing guests to leave their change or give directly at the bakery for local or national causes, we wanted an effort even bigger than that,” she said. “We know that there are fans of Cinnabon who may not come to the mall or airport often, but they would love to contribute to a cause like this along with us.

“Mobile giving, especially through the Give.Mobi platform, allows guests in our bakeries, fans who are not in our bakeries, or anyone passionate about this cause to give easily along with us. The platform’s ease of use also aligns with the uniquely satisfying experience Cinnabon is known for.”

Cinnabon serves fresh, oven-hot cinnamon rolls, as well as a variety of other baked goods and specialty beverages. The company operates more than 800 franchised locations worldwide, such as shopping malls, airports, train stations, travel plazas, entertainment centers, academic institutions and military establishments.

Social sharing
Customers can visit the Give.Mobi/Cinnabon URL directly from their mobile phones or scan the QR code appearing on the signs around the bakeries in order to make a donation.

After users donate, they can share their donation via Facebook or Twitter to help drive further donations.

The breast cancer fundraiser was announced on national TV on Friday, May 17, as part of the Undercover Boss season four finale. The episode, called Epic Bosses, provided an update on the relationship between Cinnabon President Kat Cole and bakery supervisor Mayra Vargas, whose mother had been diagnosed with breast cancer.

Customers can also learn of the fundraiser through materials in their local Cinnabon bakeries, including signage featuring QR codes that they can scan with their smart phones to donate.

Donations are funded by a user’s PayPal account.

Cinnabon is also spreading the word to its fans and followers through social media channels. 

Donations made easy
The money raised by the effort will support the National Breast Cancer Foundation, whose mission is to increase awareness of breast cancer and provide mammograms for women in need.

Cinnabon decided to leverage mobile as a way to facilitate giving because it makes the donation process easy to access and user-friendly.

“Donating through the online fundraising application Give.Mobi is incredibly easy,” Ms. Hartman said.

“Anyone can visit the page created for the fundraiser, Give.Mobi/Cinnabon, and click the ‘give now’ link,” she said. “Then, they can select the donation amount, which will automatically be deducted from their PayPal account.”

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York

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