Since June, T-Mobile (NASDAQ: TMUS) has been making each Tuesday about thanking its customers, through an app which offers them free stuff like movie tickets, pizza, and chances to win bigger prizes just for being a subscriber.
For the Tuesday after Thanksgiving, however, the company has flipped the script, and is helping its customers give back. As part of the growing “Giving Tuesday” trend of making the day after Cyber Monday about helping charities, T-Mobile plans to donate up to $500,000 to local Boys & Girls Clubs across the United States.
What is T-Mobile doing?
On Giving Tuesday, in addition to its normal Tuesday gifts to customers, T-Mobile is giving its subscribers a chance to win $50, $250 or $5,000 prizes for their local Boys & Girls Clubs, which the company will donate on the winning customer’s behalf. The wireless carrier is also letting non-subscribers get in on the charity action.
People who are not T-Mobile customers can text TUESDAY to 20222 to make a $5 donation to Boys & Girls Clubs, and T-Mobile will match it. The company will match individual donations up to $80 per person.
“T-Mobile customers are feeling the Un-carrier love – and that is exactly what we want!” said CEO John Legere in a press release. “T-Mobile Tuesdays is all about giving to our customers, and now, we’re giving more to local communities through the Boys & Girls Clubs with up to half-a-million dollars in donations.”
Why is the wireless carrier doing this?
A cynic would say it’s good publicity, and while that’s certainly true, T-Mobile also has a history of aggressively supporting good causes. In this case, the company gets to bring attention to its normal Tuesday giveaway (which will still be offered) while also doing something nice for a charitable organization.
That’s good for the company, its subscribers, and the communities they live in. Yes, the mobile carrier benefits from the deal, but this type of promotion is something other brands would do well to copy. It’s not purely altruistic, but how could anything a business does publicly ever be? It’s nonetheless a smart and generous move by T-Mobile that honors the spirit of Giving Tuesday.
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