Ep145: How H&R Block Uses Cause Marketing to Cultivate Tomorrow's Clients
Today on CauseTalk Radio, Megan and I talk to Kathy Collins, Chief Marketing Officer for the tax preparation company H&R Block, about the company's Dollars & Sense financial literacy program. Founded in 2009, the program gives kids of all ages the understanding they need to manage their personal finances.
On the show, Megan, Kathy and I discuss:
Kathy Collins, CMO, H&R Block
- How H&R Block created Dollars & Sense specifically for teens. High schoolers are not financially ready for the real world when they graduate.
- How the decision to create the program was a personal one. Many members of the H&R Block's senior team had teenagers.
- The three target audiences for the program: teachers, parents and students. Parents find it harder to talk about financial planning than they do sex!
- H&R Block's launch of the Budget Challenge a 10-week classroom program that teaches students to make real-world financial decisions. The winners received a $20,000 college scholarship. H&R Block gave away a total of $3 million in scholarships!
- How H&R Block got into public schools - not an easy feat!
- How H&R Block is involving employees and customers in the program, and the benefits of the program for local H&R Block reps.
- How Dollars & Sense is another example of a company leading with their own cause as opposed to partnering with a nonprofit.
- How Kathy sold the cause marketing program to the c-suite.
Show Notes
H&R Block Dollars & Sense Website
Dollars & Sense on Pinterest
