In 2023, Bread Financial began identifying partners with shared values and priorities to enhance our multi-stakeholder sustainability strategy. This led us to Torrid, a brand partner for more than 15 years whose charitable foundation regularly supports non-profit organizations through donations from integrated marketing campaigns. With a shared emphasis on DEI, together, we identified Torrid’s annual #PrideMonth 🌈 promotion as an opportunity to drive cardmember use and engagement and support the LGBTQ+ community.
By introducing a new card program and fundraising components, the 2023 Torrid Pride Month campaign:
✅ Achieved a $250,000 match goal on the ninth day of the campaign, a fundraising first.
✅ Exceeded the total donations goal by 15%.
✅ Increased the card program’s net sales performance by 20%.
✅ Including match and a $50,000 donation from Bread Financial, raised a total of $570,000.
“Consumers want to feel close to the causes they support and by building on that emotional connection, brands can build trust and strengthen their relationships,” said Neal Cotter, vice president of customer marketing and analytics, Torrid. “We were thrilled with how quickly we were able to meet our goals.”
Learn more about this cause marketing success story by reading our case study at the following link: