SickKids Hospital and Dairy Queen: Miracles from Treats?
(8 pages of text)
The SickKids Foundation, the fundraising arm of the Hospital for Sick Children in Toronto, Ontario, works with Dairy Queen and the Children's Miracle Network on an annual event called Miracle Treat Day. On that day, proceeds from Dairy Queen Blizzard sales are donated to children’s hospitals across North America. But the cause-related marketing program has had unequal success: the amount raised in Toronto is less than what is raised in many other Canadian municipalities. The associate director of the Children's Miracle Network at the SickKids Foundation has challenged her team to figure out why this is happening and what they can do to improve the performance of the initiative.
This case can be used in a variety of ways. At a specific level, it is a very detailed and complicated example of cause-related marketing. But from a more strategic angle, it can be used to assess and diagnose strategic and tactical issues in the rollout of a marketing initiative. Instructors can use the financial and other metrics as a lesson in measurement. There is even a B2B element here, as the foundation works with Dairy Queen and its franchisers. The level of complexity makes it suitable for EMBA, MBA and advanced undergraduate classes.
Health Care Services
Canada, Large, 2012
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