Snack Firm Puts New Twist on Charity-Marketing Deals

A New York maker of fruit and nut bars has pledged contributions to organizations whose supporters perform acts of kindness, according to The New York Times.

Unlike crowdsourced charity contests like the Pepsi Refresh Project that use public voting to determine winners, the Kind Healthy Snacks “Do the Kind Thing” campaign urges consumers to perform acts of kindness, such as buying a stranger a cup of coffee. Consumers link a “Kind” card from the company to a charity of their choice using a code, then does a good deed for someone and passes along the card to that person to do another good deed. Each time the card is used, the charity collects points.

The snack company will divide $100,000 in stages among the top-scoring organizations, with the first $40,000 being divided among three recipients this week. Kind Healthy Snacks also donates 5 percent of its profits from sales to the company founder Daniel Lubetzky’s PeaceWorks Foundation.

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