How Brands Can Help Drive Engagement, Sales at Ace Hardware

Ace Hardware's biggest cause marketing platform has raised $250 million over three decades for Children's Miracle Network Hospitals. 

For the retailer, it's driven traffic and increased sales. 

Throw in the vendor partners, and it's a win-win-win.

"First and foremost, it's differentiation," Ace's Chris Huot, corporate vice president - merchandising, said this month during a P2PI LIVE keynote session. 

"You get a chance to differentiate your brand from your competitors. ... We'll drive your sales. And at the end of the day, the cherry on the top, the icing of this whole thing, is we get to do good again for kids and families who are in need."

Julie Breckenkamp, vice president, corporate partnerships, CMN Hospitals, hosted a panel discussion with Huot and two of his Ace colleagues, detailing how vendor partnerships and cause marketing can drive meaningful impact for businesses and communities.

There are various ways Ace Hardware raises funds for CMN Hospitals, including customer and store owner contributions, employee donations and vendor partnerships.

Member Exclusive: Ace, Craftsman Support Children's Miracle Network Hospitals

Key brands such as Duracell, Stanley and Milwaukee Tool contribute to successful campaigns, including the $5 bucket sale and the Milwaukee "Give Like a Pro" event, which drive both business and social impact. 

During Ace Bucket Days, typically held in early August, shoppers can donate $5 to receive a 5-gallon bucket and a 20% discount on almost anything that fits inside.

For the Give Like a Pro event, shoppers who donate $5 receive 10% off Milwaukee brand tools.

Ace employee involvement as well as the retailer's sponsorship of Major League Baseball take the Ace-CMN relationship even deeper.

"It's about business," said Jeff Gooding, corporate vice president — consumer marketing. "From a vendor perspective, you're gonna sell more."

For any vendors wondering if they should get involved ... "Why do it? Why not?" said Christine Doucet, director, communications, engagement & Ace Hardware Foundation. "To me, the most important thing is it's got to be a win for the business. I think we all are clear on that, but there has to be a why, and it has to be genuine.

"It's that power of local. There's not a lot of charities where the money stays where it's raised. ... And because Ace is so local — I hope you all love your local Ace Hardware — it's really important to our mission and to our stores that the money stays in the community where they are."