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Black Friday Fundraiser for the Earth
On Black Friday 2016, Patagonia gave away every dollar it took. Days after the US presidential election, the company pledged 100 percent of its global retail and online sales on November 25 to grassroots environmental groups working to protect air, water and soil in their own communities, under the line "100 Percent Today, 1 Percent Every Day" and the hashtag #LoveOurPlanet. The idea came out of an internal brainstorm in the two weeks after the vote and was turned into a fast identity, social and print push: a 100% for the Planet mark, a homepage takeover, a newspaper ad and in-store information pointing shoppers to local groups they could join. Customers took to calling it a fundraiser for the earth. Patagonia had forecast about $2 million in sales; it took $10 million, more than it usually gives in a full year through its 1% pledge, and in-store traffic and sales jumped while many of the online buyers were first-time customers. The whole sum went to hundreds of small, often underfunded environmental organisations around the world.
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