Target builds on good deeds with Habitat program - Target Stores, Habitat for Humanity - Target Power Merchandising

Discount Store News, April 18, 1994 by Dawn Wilensky

Target, one of the most philanthrophic of retailers, this year adds Habitat for Humanity to its long list of community service programs. Through Habitat, the discounter will reach out to help build homes for those in need.

The program and many others are gaining recognition through publicity, word of mouth and the bulletin boards posted in the entrance to every Target store. These boards carry some notices unique to a particular store, but they also display promotions for community relations programs, announcements for local goodwill drives and information about environmental programs Target supports.

The Good Neighbor bulletin boards exemplify Target's commitment to a multitude of philanthropic and community initiatives that fall under the umbrella theme of "Target the Family." Programs range from those with nationwide appeal like Easter Seals or The United Way to more community-oriented endeavors, such as volunteering at a shelter or advising working parents how to find decent child care.

"Our overall belief strategy is that if we have a healthy community, we will have a healthy business," said Gail Dorn, director of communications and community relations. "It is a reciprocal relationship. When our guests buy merchandise, they are supporting these programs."

Target supports such projects through a corporate Dayton Hudson mandate that requires the retailer to donate 5% of pre-tax profits to good works. And Target reminds customers through in-store signage and in advertising circulars that "a portion of every dollar you spend goes back to communities every day--and has since 1962."

When Dayton Hudson, Target's parent company, opened its first Target store almost 32 years ago, it made a commitment to be involved; to support and strengthen the communities in which it did business; and to positively affect the lives of Target guests, employees and all community citizens.

The percentage of profits Target donates makes it one of the most generous retailers in the nation, far out-stripping most, if not all, of its discount chain competitors, including Wal-Mart and Kmart.

In 1993, Target donated $18 million to a variety of programs. "It was not all in our grant-making programs," Dorn said. "Grant-making is less than half of the total. The other donations go to merchandise donations, cause marketing programs and other donations like a program where we donated wetlands to a community."

Target focuses 80% of its giving in two areas--social action and the arts. The 20% balance goes for special community needs and opportunities.

Such giving is the corner-stone of Target's community relations program.

The major push for Target in 1994 is its involvement with Habitat for Humanity, an organization that builds homes for the poor. Former president Jimmy Carter is a board member and spokesman, and he often swings a hammer to help build homes.

Target employees will build 50 new homes each year, while Target contributes cash, supplies and furnishings.

The homes either will be built in new markets or tied in to new units in existing markets. Target's various contractors also will donate building supplies and expertise, while Habitat for Humanity will supply skilled carpenters, plumbers, electricians and construction foremen. Target has established "good neighbor" committees in each store that provide the unskilled labor.

Another program that Target employees take pride in is the Good Neighbor Volunteer Program, through which employees donate thousands of volunteer hours annually to agencies such as Big Brothers and Big Sisters, Boy Scouts and Girl Scouts, community walk-a-thons, school partnerships, delivering hot meals to shut-ins by Meals on Wheels volunteers, throwing birthday parties at shelters for homeless families, adopting highways and conducting clean-up efforts, and holding Coats for Kids clothing drives.

Children play a major role in many of Target's programs. One such program is a national public awareness campaign called Child Care Aware. The program was launched in 1992 and reaches millions of parents with information about quality child care and local child care resources. In collaboration with four national child care organizations, Child Care Aware uses public service advertising, public relations and in-store marketing programs to help parents identify and select quality child care.

In addition, the program has trained more than 4,000 people in how to provide quality child care.

Helping Hugs, started in 1991 as another national program, supplies paramedics with stuffed animals for children in crisis situations. Target, along with the National Association of Emergency Medical Technicians and Hershey, gave away 33,000 teddy bears last year and hopes to top that number this year. Marlee Matlin is the 1994 honorary spokeswoman and participated in a Valentine's Day promotion in which Hershey donated a portion of its sales to buy the stuffed bears.

Other celebrities also have contributed their time and energies to many of the programs. Amy Grant has been involved with Target for about five years, recording several public service announcements for the chain. This year, Grant, along with Phylisha Ryshad and Shelly Fabares, are involved in "My Mom is One Smart Lady," a joint promotion with Ladies Home Journal.