A charismatic kitty is doing double duty for goodwill by advertising for a cat adoption service and a New York City flower shop.
Scottie Jr., the mascot of Scott’s Flowers, is a fan favorite. He has his own Instagram account (@scottiethecatnyc), which has nearly 900 followers. Whenever he appears in the shop’s social media posts, triple-digit likes and dozens of comments follow. Capitalizing on his popularity, the shop partnered with a cat adoption service, creating a line of arrangements that benefit the charity, matching customers’ donations and using Scottie as the face of the cause.
“He is a rescue cat, and we want to get behind this ‘adopt, don’t shop’ mentality, so we developed a symbiotic relationship with Anjellicle Cats Rescue,” said Creative Director Stephanie Herron. “It shows the more human side of Scott’s. We want to give back.”
In honor of Scottie’s third birthday, the shop is offering a promotion with Anjellicle Cats Rescue all April. When a customer comes in the shop and donates to the organization, Scott’s Flowers matches the value in flowers and gives a 10 percent discount in store and online, as well as a free rose. After the donation, Herron posts a paw symbolizing the gift on the front window for scores of midtown Manhattan commuters to see.
The promotion, Herron said, has been particularly successful for their online commerce as new customers place orders because they want to give to the organization. When patrons order from Scott’s “Shop for a Cause” online menu (emblazoned with the “Scottie seal of approval”), 5 percent of the proceeds go to ACR.
Herron posts photos on social media of Scottie next to cats available for adoption at Anjellicle Cats Rescue; in turn, the shelter posts photos of Scott’s Flowers’ “Shop for a Cause” arrangements on its page.
“Having Scottie makes the promotion more relatable and human – it’s more tangible and there is more of a heart to it,” Herron said. “When you can tell a story, the sale comes next and it is a lot easier.”
Looking to partner with a charity? Here are Herron’s tips:
- Stay in contact with the charity. Herron and Anjellicle Cats Rescue are in constant communication. It is important that the process is two-sided. Herron and ACR coordinate their social media posts, send each other the photos that they want to share, and make sure that they tag the right accounts when posting.
- Carefully Choose your Floral Menu. Choose arrangements that are easy to produce and reflect a feasible profit margin. As Herron matches customers’ donations and gives 5 percent of the proceeds of her online arrangements to ACR, she chooses arrangements that can be made quickly and won’t leave her with a financial loss.
- Tell your Story. Having a face (furry ones, especially) to advocate for the cause will make the promotion relatable to your customers. Scottie Jr., an adopted cat himself, is the perfect spokesman for Anjellicle Cats Rescue. Whatever charity you choose to promote, be open with your followers and patrons about why the organization is important to you.