HELPS SCHOOLS PROGRAM
In Collaboration With
A Division Of
OVERVIEW
The Helps Schools Program is an initiative that allows shoppers to earn "School Dollars," which are $3 donation coupons given for the purchase of four participating products within a specified period For instance, participating banners may choose to run their version of this program over a 12-week timeframe During this designated period, shoppers can earn School Dollars that can be donated to any participating school of their choice
This program effectively connects shoppers with the opportunity to support their local schools, resulting in high participation rates among community members and raising thousands of dollars for educational pursuits In addition to making a hyperlocal impact, this program is proven to increase net sales, surge store traffic, and boost brand affinity Participating CPG sponsors fully fund all program costs and donations The result is a multifaceted impact program that operates at no cost to the hosting retailer
As a turnkey program that is entirely managed by PS It Matters, the Helps Schools Program is a win for local schools and a win for every retail brand partner Helps Schools Program Overview
CASESTUDY
Hannaford Helps Schools
BACKGROUND
Hannaford Helps Schools is a program that began in 1999, and since inception, has raised over $20 million for local schools. The PS It Matters Team has successfully managed this program since 2022 and has implemented changes to align shoppers with the opportunity to directly support the school of their choice. By transitioning from an in-store tower to electronic redemption of School Dollar coupons, PS It Matters has increased the coupon redemption rate to 21%. Our program changes, in addition to the participation of vendors, engagement from school communities, and support of Hannaford staff have led to the most successful year of the program to date, raising over $1.1 million for local schools in a single program year.
“Thank you for the update and the generous support from the Hannaford Helps Schools Program! I appreciate the commitment to our local schools and the impact it has on our community. We look forward to continuing our involvement in this great initiative.”
-Principal of Participating School after 2024 Program
MANAGEMENTHISTORY
The PS It Matters Value Add
Designed to give shoppers an easy way to give back to local schools, the Hannaford Helps Schools program began with a simple structure: by purchasing four participating products, shoppers would generate a $3 donation to support local schools. Through an existing partnership between Catalina Marketing Corporation and Hannaford Supermarkets, the Hannaford Helps Schools program was founded in 1999 Since then, the program has donated over $20 million to local schools
PS It Matters has been a partner of Hannaford since 2014 and has implemented programs for the retail banner in all three of our company’s program divisions: Bags 4 My Cause, Bloomin’ 4 Good, and Coupons 4 My Cause. As the educational format of our Coupons 4 My Cause initiative, PS It Matters has been overseeing the operation of the Hannaford Helps Schools program since 2022 PS It Matters’ efforts have resulted in the program’s exponential growth, as illustrated by a coupon redemption rate of 21% and a 1,205% increase in directed online donations from 2024 to 2025.
When PS It Matters began managing the program, each school was registered to one local store To donate to a specific school, shoppers had to place their School Dollars coupon into the Collection Tower at their school’s designated store Alternatively, they could shop at any Hannaford location and turn in School Dollars coupons to their school. Schools then sent all the collected coupons to their designated store at the end of the program in a pre-paid envelope provided by Hannaford.
Over the next four years, our team implemented efficient processes, creative ideas, and revenue-impacting recommendations that drastically reshaped the program into its most impactful and profitable form Through capitalizing on the power of choice and affinity, PS It Matters has strengthened program engagement and surged redemption rates. In the most recent iteration of the program, shoppers are able to redeem School Dollars online and in a mobile app, allocating the donations to any school of their choice. We have also boosted school engagement and spiked earned media by implementing our proven communication strategy and providing a variety of ready-to-use promotional materials
PS It Matters has driven significant improvements in the program by fostering brand affinity, driving coupon redemption rates, and maximizing its impact on local communities. Today, PS It Matters manages the majority of key aspects of the Hannaford Helps Schools program, empowering Hannaford to donate millions to local schools and demonstrate its commitment to local education with minimal effort. This Coupons 4 My Cause model can be implemented in your banner using this educational format and begin benefiting your local schools in a seamless, low-to-no-touch process
Program Highlights
TotalNumberof CouponsRedeemed
TotalValueofCoupons Redeemed
AverageCoupon RedemptionRates AcrossAllStores
SuccessfulProgramElementsIntroducedbyPSItMatters
Introduced systematic management of the school list using our proprietary database. This management process includes routine research and validating to ensure all participating schools are engaged with the program and continue to match program criteria
Create and manage online redemption website and mobile app to expedite coupon redemption.
Eliminated the in-store Collection Tower to streamline online redemption. This change reduced work for store employees by minimizing set-up requirements and ending the need to count coupons
Designed and distributed marketing materials for schools to share with their local community.
Developed and executed our proven communication series to inform school leaders about the program and encourage program promotion.
Modified program parameters so shoppers could support any school from shopping at any Hannaford location.
HOWYOU’LLHELP: BANNERROLE
Utilizing our provided CPG Partners Sell Sheet, your banner acquires program funding from CPG partners. CPG participation is offered based on three tiers of flat-rate funding that provide varying levels of marketing and exposure benefits.
Print out the provided store signage and program shelf tags to maximize in-store program marketing.
Option to provide PS It Matters with store contact information to allow us to connect with store leadership regarding program implementation, and to provide additional clarification and support as needed.
PROGRAM IMPLEMENTATION
The chart below demonstrates the low-to-no touch implementation process of the Helps Schools Program. All your banner has to do is acquire CPG partners using the provided CPG Partner Sell Sheet, approve outgoing materials, and print store signage and shelf tags for the program launch. Our team takes care of everything else!
Helps Schools Program Budget
HELPSSCHOOLS FUNDING
HelpsSchoolsdonationtotalsarecomprisedofmultiplecomponents.PSItMattersclosely monitorscouponredemptionsontheappandwebsitetoprovideafullbreakdownofSchool Dollarsredeemedonline.HelpsSchoolsfundingisfullyfundedbyparticipatingCPGs.
Forinstance,fundingfromCPGsponsorsallowedHannafordtochoosetohaveaminimum donationforparticipatingschools.Hannaforddecidedtoensureallschoolswouldearna minimumdonationof$300,coveringthisadditionalcostwithCPGfunding.Additionally, Hannafordchosetodirect$200,000ofthefundingfromCPGsponsors*tobonusesfortopearningschools,encouraginghighlevelsofengagement.Neithertheminimumdonationsnor thebonusdonationsarerequiredelementsoftheHelpsSchoolsProgram.Thesearechoices thatareatthediscretionoftheretailbanner,empoweringeachretailpartnertochoosehowto bestsupporttheirlocalschools.
Attheconclusionoftheprogram,ourteamcollaborateswiththeHannafordcorporateteamto finalizethetotalfundsraised,calculatethebonusesfordistribution,andtallytheSchoolDollar fundseachschoolhasraisedfortheirinstitution.Belowisthefundingbreakdownforthe2025 HannafordHelpsSchoolsprogram.
WHAT WE DO: PS IT MATTERS’ ROLE
Database Creation and Management
Curate a proprietary database of schools within your banner’s service area using criteria approved by your banner.
Conduct ongoing research to ensure our proprietary database encompasses the breadth of schools in your stores’ local communities.
Optimize program performance by routinely validating that participating schools are actively engaged with the program and continue to meet the set criteria.
Program Management
Act as a liaison between shoppers, school community members, store employees, and your banner. Field calls and emails from stores, shoppers, and community members regarding school registration, contact information changes, donation progress, and general program questions.
Process daily school submission requests from the public, store leadership, and schools themselves.
Facilitate all donation distributions to participating schools and field any issues with returned checks. Design store signage and shelf tags to promote the program and enhance community awareness of your banner’s demonstrated commitment to corporate social responsibility All designs are approved by your banner
School Engagement & Communication
Utilize our proven communication series to inform participating schools and encourage program promotion
Design a variety of marketing tools for schools to use to promote the program, resulting in earned media spikes for your brand. Provided tools include social media posts, flyers, posters, newsletter messaging, and more.
Create and customize a program microsite in line with your banner’s branding and unique messaging style to facilitate online coupon redemptions and inform school communities and the public about the program and its community impact.
Data Reporting
Present program performance, community impact milestones, top performing stores and districts, and coupon redemption data in a series of reports both during and after the program
Report real-time coupon redemption data, donation totals, and store ranking information to inform your corporate team about program performance and engage store employees
