What Was The Strategy Of Target For Its Customers To Use Its Target Guest Card?

Target is one of the most successful retail chains all over the world with a reputation of excellence and diversity.  Its major competitors are Wal Mart and K-Mart, which are equally famous in their corporate standing and public image in the entire world.  The Target Guest Card was a response to the proprietary cards feature that was offered by its prime competitors to their customers.  

For Target to amplify the usage and popularize the concept of its Target Guest Card among its users, their advertising agency Martin/ William agency of Minneapolis had to come up with a strategy that was beguiling enough to lure the customers.  With the average customer of Target being a female, Target came up with a social marketing campaign where a percentage of the earnings of the Target Guest Card would go to a K-12 school of the customers' choice with no hassle of raffle tickets or labels.  This encouraged the customers to use the Target Guest Card in their attempt to raise funds for such a noble cause.  This way Target not only contributed to a social cause but also got its customers to use its Target Guest Card.