Lana Burtseva
Natalia Volkova
Yulia Turlukovskaya
Jilya Gavriluk
The Russian Presidential Academy of National Economy and Public Administration (RANEPA)
Natalia Yankovskaya
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Detsky Mir is engaged in various initiatives, including the following:
1) A Charitable Foundation which cares for the health of orphans.
2) Green World, which focuses on improving the environment inside and outside of the company.
The company helps to solve such issues as health problems, inequality, and poverty. For example, the Charitable Foundation helps children who face difficult life situations or need surgeries. Within the framework of the Foundation, there is substantial breadth in the charitable actions that help orphans including the donation of toys, clothes, sweets, and funding operations.
The Green World initiative educates company employees to take more care of the environment, not only within the company but also outside it. This movement increases the responsibility among workers and helps them to become more eco-friendly.
The main innovation is the inclusion of the Charitable Foundation within the company's business model. What is more, there is a Green World movement within the company, which comes up with environmental initiatives.
If we talk about each in more detail, the Charitable Foundation was established in 2004 and supports organizations that take care of children practically throughout the whole country. It helps orphanages and animal shelters. For example, the Foundation organizes charity events: "Uchastvuyte!" ("Participate!") and "Uyut v priyut" ("Comfort to Shelters").
1) The first event: participation consists in the fact that you buy the products of Detsky Mir and leave them in specially designated places on the territory of the stores, and then it is delivered to orphanages.
2) The second event has the same principle, but for animal shelters.
Thereby customers not only help those in need, but also add to the sales of the company. Every time one buys goods in the store they are kindly asked to take something for charity as well, and it is really hard to say no.
As for the Green World, firstly, it organizes separate waste collection within the organization, also the collection of battery, waste paper and old electronic equipment. In addition, it organizes Cleaning Days, in which the company's employees take an active part.
The main participants are employees and volunteers.
It is not surprising that a company selling toys for children would also want to help these children who are facing difficult life situations. Because such a company has more opportunities and resources to help sick children and orphans, thereby creating positive impression.
When we asked a representative from the company what they were inspired by when they decided to organize the Charitable Foundation and various events that are held within its framework, we were given the following answer: "We are inspired by positive emotions and a sense of belonging. At some point, any leader of every big company comes to this realization. Our Charitable Foundation makes a significant contribution to improving the lives of certain groups of children. We help with paying for expensive operations and financially support orphanages."
It is an indescribable feeling that the company can somehow help the defenseless children or animals. And the best part is that people actively participate in the events held by the Charitable Foundation, which may indicate that people are not indifferent, that they are ready to give a helping hand to others. Creating a positive image thereby is probably one of the best ways to spend marketing budget.
As for the environment, every large company with a huge number of employees should train its staff to take care of our Earth, because this primarily depends only on ourselves and only we can somehow improve the situation in the world. This is a commentary on the Green World movement: "The same applies to the environment, Detsky Mir does not want to stand aside, so we try to support environmental initiatives."
The Charitable Foundation makes a significant contribution to improving the lives of certain groups of children. It helps with paying for expensive operations, financially support orphanages.
The Foundation is expanding its activities in many regions of Russia (not just Moscow). Including far corners of Russia with undeveloped infrastructure.
Expanding your target audience is useful for marketing. And new charitable projects often have a positive impact on the company's reputation. But in general, it is difficult to assess the effectiveness of participation in such projects, because not everything can be measured in money equivalent.
Short-term effects: the Charitable Foundation has provided assistance to 1,146 social institutions in Russia, Kazakhstan and Belarus. As a result of the event, which took place from January 1 to March 15, 2021, more than 1.4 million goods were collected and transferred. More than 550 thousand children in difficult life situations from 1146 institutions received the necessary assistance. To take part in a charity event, you need to come to any store of the Detsky Mir chain, buy and leave a gift in a special arena located next to the box office. These can be toys, clothes, shoes, stationery, art supplies, books, sports equipment, hygiene products and other essentials.
As for the protection of nature, the company constantly organizes a separate collection of waste within the organization. Also collection of batteries, waste paper and old electronic equipment.
And about the long-term ones it has already been said: this is an increase of the company's reputation (if for business), and as for society, company tries to provide assistance on an ongoing basis.
Many large companies take part in charity events and projects to protect the environment. People do not want to buy from a manufacturer that uses child labor or violates human rights because their products cause human suffering. On the contrary, if an organization creates a positive impression with the customers, they may not even need the product, but still buy it, in order to support this or that project. In our opinion, charity events can have a positive effect on sales. Expanding your target audience is useful for marketing. And new charitable projects often have a positive impact on a company's reputation.
The company, which produces toys for children, not only maintains the high quality standards of its products, but also believes that children are the most valuable thing in our life, therefore Detsky Mir sponsors operations for sick children in order to save their lives. This charitable activity raises consumer awareness. Everyone who is not indifferent to the problems of other people can help simply by making their daily purchases in this chain of stores.
Raising children requires good environment: clean air, water and food. People can only achieve this goal by working together, recycling paper, collecting trash and batteries. The company uses resources efficiently.
This is how Detsky Mir creates a special community. People always want to belong to a community, so this has a positive effect on sales, people want to buy from this particular company.
The company has two main activities in this regard: the Charitable Foundation and the Green World program. The first is caring for children, especially orphans and those with health problems. The assistance consists of sponsoring operations, financing orphanages and shelters. Also, the Foundation sponsors animal shelters.
Environment: Separate waste collection: working within the company to improve the environment. Accepting batteries and old electronic equipment is an activity to improve the environment in general.
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Elmira Morozova, Executive Director, Children's World Charity Foundation
Ilya Borodin, Head of the Technical support Department of the Online Store
Detsky Mir is a Russian online and offline children's retailer. It is the largest children's goods retailer in Russia and the Commonwealth of Independent States (CIS), with locations in both Russia and Kazakhstan.