Easing 'Supermarket Scaries': Corporate Philanthropy's Role in Helping Families Battling Childhood Cancer

Ever heard of the term ‘supermarket scaries’? A play on words, it speaks to the very real fear consumers are experiencing when purchasing their weekly groceries. I recently read an article that highlighted this phenomenon. A grocery bill that rang up for $100 in 2020 now costs $128. Eggs? Up from $2 to $3.08. Milk? $3 to $4.08. A box of cereal? $4 to $5.12. The list goes on and on. Inflation is real and it’s all around us.

Families everywhere are feeling the financial pinch at the grocery store, but for those with a child battling cancer, the impact is heightened. While there are some financial aid programs still in place from the pandemic era, the cost of basic needs such as rent, mortgages, utility bills, and grocery bills continue to crash down on many families.    

 In the coming years, direct impact will be what matters most. While managing inflation may be out of their control, corporate partners have the unique opportunity to support consumers through value-aligned, mission-oriented philanthropic efforts.

How? Read on for three recommendations for corporate leaders looking to make a meaningful difference for their consumers, employees, and company:  

Offer choice. 

Employees and customers are no longer happy with the one-size-fits-all approach. There needs to be a diverse list of engagement opportunities where all types of participation are equally valued. 

For employees, offer both virtual volunteer experiences as well as matching programs.  Employees want tangible ways they can help, and extra bonus points for any activities that can remote employees. Offer matching funds through employee payroll giving campaigns, allowing employees to support causes close to them. Not only will this increase employee-employer relations, but it will also boost company impact on a broad scale. 

For customers, offer the opportunity to make ‘micro donations’ with online point-of-sale campaigns to donate $1 or round up purchases to the nearest dollar. Alternatively, offer products or services that contribute to a wider campaign or cause, such as directing a portion of a sale to a frontline nonprofit organization. No matter the amount, your consumers can make an impact.

Align your interests.  

Save yourself from reinventing the wheel. Find a non-profit partner that aligns with your existing business model. For example, a logistics company could sponsor gift cards for gas or transportation. 

And if there is not a natural fit with your business model, then look to your current corporate giving priorities. For example, if you have supported cancer research in the past, consider giving to organizations providing front-line support for cancer patients. Whatever your company does, there’s a nonprofit supporting your consumers, employees, and even C-suite executives. Find out who they are and partner with them.

Listen and share.  

Don’t just listen to market reports, listen to your customers who love your brand. Take a bird’s eye view of the things they care about and inspire them to join in your efforts to make a direct impact. You will win over more customers, secure more brand loyalty, and increase employee morale if you are listening to the needs of others, addressing them directly, and sharing the results.

Impact matters. Social media can quickly ‘show and tell’ where employee and customer dollars are going. Highlight employees who are already volunteering for charitable causes. Celebrate nonprofits working alongside your industry area. Give back to your consumers’ communities through meaningful gifts to charities on the frontline. Your efforts will be seen, heard, and rewarded.

About Pinky Swear Foundation: 

Pinky Swear Foundation provides direct financial and emotional support for families with a child battling cancer. With a child battling cancer, parents are again faced with impossible choices. Go to work or stay at home with your child? Keep a paycheck and health insurance or ensure a child can safely continue chemotherapy treatment? Skip meals and buy fewer groceries to ensure the lights stay on in the home?

Inflation may fluctuate, but the impact of a childhood cancer diagnosis does not. By providing financial and emotional support, Pinky Swear Foundation helps families make these choices a little easier.   

If you would like more information on how to support families with a child battling cancer, email me. 

- Erica Campbell, Executive Director