Do you remember the proverb declaring that if you give a man a fish, you feed him for a day; if you teach him how to fish, you feed him for a lifetime? Do you agree with critics who apply this proverb to TOMS' charity model? Beyond judging the charity work of TOMS, think about how its message and appeal have captured so much buy-in from young people. When you write business messages, how can you alter your writing to engage audiences of various ages or at various education levels?
TOMS Shoes Integrates For-Profit Entrepreneurship With Bleeding-Heart Philanthropy
TOMS built a socially conscious movement into an amazingly profitable business. Initially, founder Blake Mycoskie had a simple idea: sell a pair of shoes today; give away a pair of shoes tomorrow. That message became a communication mantra for the entrepreneur, whose trademark canvas shoes propelled him, his ideas, and his brand into a global phenomenon. Since its founding in 2006, TOMS has provided over 35 million pairs of free shoes to people in developing countries. Expanding its philanthropic model beyond shoes, TOMS now helps provide eyeglasses, clean water, safe birthing techniques, and bullying prevention services to people in need.
Surprisingly, TOMS has created a fresh marketing model by “integrating old-fashioned for-profit entrepreneurship with new-wave, bleeding-heart philanthropy, bonding moneymaking and giving in an unprecedented manner.”! TOMS' brand catapulted from humble beginnings into a sustainable cause independent of donations. And it made Blake Mycoskie a very rich entrepreneur.
Regardless of its success and good intentions, TOMS has its share of critics. They complain that in-kind donation programs are an inefficient means of helping people in need. Why not simply donate money to existing antipoverty programs? Critics also note that his shoes are made in China, Argentina, and Nigeria instead of in the countries where the shoes are being given. Rather than giving shoes, why not set up factories to make the shoes and give jobs?
Despite his critics, Mycoskie has created a powerful communication message that resonates with many consumers. To promote that message, TOMS has been savvy in using audience awareness and well-chosen media channels.
One of the company's most effective strategies has been its active engagement of college students through internships and campus programs. One intern in the TOMS online content department explained the importance of planning in creating Web content. “Content isn't just randomly pushed through at random times; it actually involves a lot of strategy and planning to maximize our efforts and our reach,” intern Andrew Kirschner wrote in a blog post.
Creating effective content certainly involves careful planning. It also requires the writer to be aware of the audience's needs, to write with a clear purpose, to hone words and phrases through careful editing, and to proofread to ensure the professionalism today's consumers demand. In short, from interns to managers, all professionals are more effective when they write using a process. You will learn more about TOMS and be asked to complete a relevant task at the end of this chapter.
Critical Thinking
- Do you remember the proverb declaring that if you give a man a fish, you feed him for a day; if you teach him how to fish, you feed him for a lifetime? Do you agree with critics who apply this proverb to TOMS' charity model?
- Beyond judging the charity work of TOMS, think about how its message and appeal have captured so much buy-in from young people. When you write business messages, how can you alter your writing to engage audiences of various ages or at various education levels?
- Why do even experienced writers actively follow a writing process?
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