I have been really interested in TOMS Shoes for about six months now. Like many other folks, I was struck by their one-for-one mission; for every pair of shoes the company sells, they give a pair to a child in need of shoes. Several times a month, volunteers and TOMS employees go on “Shoe Drops” and they deliver thousands of pairs of shoes to children in places like Argentina, Ethiopia, South Africa and even New Orleans. Thus far they have given away roughly 130,000 pairs of shoes and this year, they plan to give away 300,000 more pairs.
One of the coolest aspects of this innovative company is the way they spread awareness about TOMS and their one-for-one mission. The company has successfully motivated and involved their supporters in marketing their product and helping to spread the word about the benefits of companies developing their own one-for-one mission.
The Shoe Drops are a great way for volunteers to experience first-hand the incredible work that the company is doing. Volunteers are able to help in a meaningful and needed way and leave the trip not only more jazzed about the TOMS movement but more motivated to combat poverty and the systemic problems that produce such destitute conditions in parts of the developing world.
TOMS also has an exciting internship program. Interns seem to have a lot of responsibility and receive a stipend every two weeks. They are also provided with dorm-style housing near the beach in Venice, CA. The Campus Rep program engages college students to promote TOMS on their campuses. The Vagabond Tour (which I believe is on hiatus until the winter) is a program where a group of college-age folks drive across the country, visiting campuses, concerts and other events to spread the word and sell TOMS.
The ways in which TOMS involves its supporters in its work is a great example of what marketing guru, Seth Godin, discussed in his recent book Tribes: We Need You to Lead Us. Tribes focused on how long-lasting and sustainable change is most often effected by a group of people who are connected to each other and a similar idea. A tribe leader engages and connects a group of people motivated by an idea and together they build a movement.
TOMS has successfully grown a corps of supporters who are energized about the one-for-one mission and eager to get involved. The company has taken the further step to engage these folks in their work in meaningful ways. It is exciting to see a company so connected to its customer base and the communities they serve. Furthermore, I’m glad to see TOMS is setting an example for other companies that could incorporate a one-for-one mission too. I look forward to seeing how TOMS and the one-for-one movement grow in the future.
