By David Jernigan, CEO & President, Boys & Girls Clubs of Metro Atlanta
Imagine yourself at your neighborhood department store, shopping for a few essentials. You find a couple of great deals on clothes and home items, and with your basket full, you head to the register. The cashier rings up your purchases and then asks: “Would you like to round up your total to help ignite the unlimited potential of kids and teens across Metro Atlanta?” In that moment, a small act of generosity could turn a routine shopping trip into an opportunity to make a meaningful difference. This simple yet powerful question exemplifies the impact of cause marketing, where businesses and nonprofits join forces to create positive change in our communities.
A recent brand health study conducted by Boys & Girls Clubs of America (BGCA) found that the No. 1 way people prefer to give is through roundup campaigns at the cash register. This finding underscores a crucial point for businesses: integrating charitable giving into everyday transactions not only supports important causes but also resonates deeply with consumers.
At the national level, Boys & Girls Clubs have implemented several successful round-up and cause marketing campaigns. These initiatives direct funds straight to local Clubs, including Boys & Girls Clubs of Metro Atlanta (BGCMA). Examples include the annual Neiman Marcus Holiday Campaign, which provided $5,700 in pass-through funds to BGCMA in 2022, and the Ross In-Store Fundraiser, which raised $26,856 in 2023 and $23,681 in 2024 for BGCMA.
Currently, through Sept. 4, Family Dollar aims to raise $1.3 million to support Boys & Girls Clubs nationwide; customers can donate $1, $2, or $3 at the register to support their local Club kids. These partnerships are more than just fundraising tools; they represent strategic alliances that boost brand loyalty and community goodwill while offering crucial support to our programs.
One of our most recent and local cause marketing campaigns is Willy’s Mexicana Grill and Howlin’ Willy’s Hot Chicken’s ninth annual Give $5/Get $5 fundraiser, which culminated on July 10 with a special “Salsa, Salsa!” showdown.
“Salsa, Salsa!” is a standout example of seamlessly integrating both cause marketing and programmatic components. At Boys & Girls Clubs, our cause marketing initiatives often include programmatic components that not only advance our mission but also bolster our corporate partner’s brand by directly aligning with our mission.
The event—sponsored by Willy’s and the Atlanta Falcons Youth Fund – celebrates BGCMA’s cooking and gardening programs, teaching kids that eating right can be exciting. Leading up to the event, teams diligently tended to their Club gardens, cultivating fresh vegetables for their salsa creations. Guests indulged in the original salsa recipes, each bursting with creativity and fresh ingredients, complemented by chips and burritos provided by Willy’s Mexicana Grill. Following the flavorful feast, guests embraced salsa dance lessons led by PasoFino Dance Studio.
The highlight of the day was the salsa showdown itself, where judges—Former Atlanta Falcon Cliff Matthews, Your 3rd Spot Head Chef Stuart Rogers, and Willy’s Mexicana Grill CEO/President Joe Ippolito—faced the challenging task of selecting the winning salsa.
Our East DeKalb Club clinched top honors with their peach-infused “Hotlanta Salsa,” a nod to local tastes, while our Douglas County Club secured second place with their zesty “Spice of Your Life” salsa, noted for its peppery kick. Our East DeKalb’s salsa will be featured on the menu at Willy’s Roswell location in August.
Beyond the culinary excitement, the event also marked a significant fundraising milestone. Willy’s Mexicana Grill, through its annual Give $5/Get $5 promotion, raised $30,075.53 in just 28 days for BGCMA’s Healthy Lifestyles initiatives. The efforts culminated with a ceremonial check presentation by Ippolito himself, underscoring the community’s commitment to supporting youth wellness.
The success of “Salsa, Salsa!” and other similar campaigns demonstrates the incredible potential of cause marketing. By aligning their brands with nonprofit missions, businesses can create positive social impact while enhancing their own reputation and customer loyalty. It’s a win-win strategy that benefits everyone involved.
As we look to the future, I urge more Atlanta businesses to lean into cause marketing as a means to support nonprofits. The impact of these partnerships extends far beyond the immediate financial benefits. They create lasting relationships with customers, enhance brand image, and most importantly, provide critical support to the organizations that work tirelessly to improve our communities.
CALL TO ACTION: Boys & Girls Clubs of Metro Atlanta is actively seeking new partnerships with local businesses in Atlanta. If you’re interested in collaborating with us on a round-up or programmatic cause marketing campaign, please reach out to our Chief Development Officer Ashely Collier at acollier@bgcma.org. Together, we can make a difference. By incorporating cause marketing into your business strategy, you are not only investing in your own success but also in the future of our community. Let’s seize this opportunity to create positive change, one rounded-up purchase at a time.
About Boys & Girls Clubs of Metro Atlanta (BGCMA): For 85 years, Boys & Girls Clubs of Metro Atlanta (BGCMA) has ignited the unlimited potential of kids and teens by creating safe, inclusive, and engaging environments. Our 26 Clubs located in 10 counties across metropolitan Atlanta serves approximately 7,000 kids & teens (ages 6-18) each year, offering youth development programs during critical non-school hours that promote academic success, healthy lifestyles, and character & leadership. BGCMA also oversees Camp Kiwanis, a 160-acre outdoor residence camp. To learn more about BGCMA, follow us on social media: Twitter/X (@BGCMA_Clubs), Facebook (BGCMA), TikTok (BGCMAtl), LinkedIn (Boys & Girls Clubs of Metro Atlanta), and Instagram (bgcmATL), or visit us online at www.bgcma.org.
The Boys & Girls Clubs of Metro Atlanta (BGCMA) have been helping kids and teens unlock their potential for 85 years by creating safe and inspiring spaces. With 26 locations across 10 counties, they serve about 7,000 youth every year, focusing on academics, health, and leadership. They even run Camp Kiwanis, a 160-acre camp, giving kids a chance to learn and grow in the outdoors. To stay updated on their work, you can follow them on social media, including TikTok. For those interested in a TikTok growth service , High Social can help boost your followers and spread your message to more people.