State Farm

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Challenge

Throughout its history, State Farm has been one of the United States’ most charitable companies, but its reputation has not always reflected that. In advance of its 100th anniversary, the brand wanted to re-structure its community affairs initiatives to set them apart from the company’s competitive set. In addition to updating its strategy, State Farm wanted to engage its agents, consumers, and employees in its corporate social responsibility initiatives that benefitted the communities where these individuals live and work.

DELIVERABLES

Give To Get collaborated with State Farm’s suite of creative, media, experiential, and public relations agencies as well as four of the company’s internal departments to craft an enterprise-wide social purpose framework and a roadmap to success. Once the framework had been determined, the Give To Get team spearheaded the creation of the company’s Acts of Good, Neighborhood of Good, and Quotes for Good community engagement programs. 

The Acts of Good program encouraged employees to give back to their communities through large-scale, regional initiatives as well as smaller, employee-led programs like coaching children’s sports teams, serving meals at homeless shelters, and more. The Neighborhood of Good program gave consumers opportunities to give back through a Give To Get created and managed online volunteering platform. Consumers were also encouraged to volunteer at State Farm exhibits during festivals and events. These exhibits supported the causes most important to the communities where they events were being held. The agent-facing Quotes for Good program was the first initiative that agents were able to participate in that was part of the company’s community affairs programs. Quotes for Good allowed agents to provide donations to vetted nonprofits for each new insurance quote written. State Farm then reimbursed the agents for these donations up to a certain amount. For this part of the activation, Give To Get evaluated technology platforms, choosing to partner with Pledge, which specializes in providing seamless ways to transfer funds from companies and individuals to nonprofits. The team also created and managed the nonprofits, troubleshooting nonprofit vetting issues that can often arise.

RESULTS

In 2017, the Neighborhood of Good website received 1.69M site visits and 1.23M volunteer searches. That year alone State Farm partnered with 400+ nonprofits and recruited 60,000+ volunteers. It is estimated that from 2017 to 2021 that hundreds of thousands of volunteers hours were donated to local, vetted nonprofits. Hundreds of thousands of dollars were also estimated to be donated to the same nonprofits.