Several companies solicit their customers through the sale of personalized products for the cause. The profits are then donated to humanitarian aid associations.
Collection of clothing and basic necessities, online pots, actions in favor of the Ukrainian people have multiplied since the beginning of the Russian invasion. Some players are also trying to stand out by offering sales of by-products, the profits of which are donated to humanitarian aid associations.
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145,000 dollars in 48 hours
Joe Trupia did not expect such success. This owner of a miniature toy store in Chicago, United States, wanted to get involved in his own way to support Ukraine. On March 5, he decided to launch two limited edition figurines, one representing Ukrainian President Volodymyr Zelensky in a green sweatshirt and three-day beard, the other representing a Molotov cocktail, a symbol of Ukrainian resistance.
A success that was not long in coming, the first stock flowing in the space of “a few hoursand bringing in over $16,000. A second larger stock is launched in stride to meet the increased demand, which will also leave in less than 24 hours and bring in nearly an additional $130,000. “He’s a guy who could have fled the country with a suitcase full of cash and instead stands by his people. I was so impressed with his firmness and the hope he seems to give people“says Joe Trupia at the Washington Post. After two express sales where employees worked on their days off, nearly $145,000 was donated to Direct Relief, a medical aid association in Ukraine. The company clarified on its website that both figures are now out of stock and no further stock will be released.
Local initiatives
Many large companies from all sectors have also undertaken solidarity initiatives, through financial or in-kind donations. Smaller brands have also distinguished themselves in their own way, selling accessories bearing the effigy of Ukraine. Gentle Factory, an eco-responsible clothing brand based in the north of France, for example, offered a t-shirt printed with a logo specially created for the cause. “From the end of February, we wondered what we could do to help. We didn’t have the means to donate money, but we knew how to produce quickly and unite an ecosystem around the cause.“, explains Christèle Merter, president of the brand.
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With the help of its printer and the strength of its network of partner brands, the company managed to raise 7,000 euros in almost three weeks. A result also obtained thanks to an operationblanche», that is to say without any realized margin. Marion Goilav, president of Elia, a Made in France lingerie brand, has set herself the goal of donating €15,000 to Ukraine by creating panties specially designed for the cause. Operations that allow giving with limited initial resources, counting on the generosity of customers.
Even if the operation is a great outpouring of solidarity, the president of Gentle Factory now observes a decrease compared to the start of the launch: “A month ago, people were not sure where and how to give, whereas today initiatives have multiplied and made financial donations more accessible.“. Despite this, the brand still offers different types of t-shirts for the cause, although it keeps an eye on the future potential of the project. “Economically, we will have to know to what extent we will be able to avoid margins“, adds the president.