Harley-Davidson Outlines Success Of Community’s Charitable Cause Marketing Efforts

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A Wounded Warrior Project Derby cover is among the various apparel that Harley-Davidson sells in its lineup Wounded Warrior Project collection to raise money for that organization. Last year, Harley raised $169,000 for the project last year and $1.76 million since 2014. (Photo courtesy of Harley-Davidson)

Leading global motorcycle manufacturer Harley-Davidson recently detailed charitable efforts that its employees, dealers, and customers conducted in 2018 via the company’s Cause Marketing program. Those efforts specifically benefited three cancer organizations and the Wounded Warrior Project and are examples of Harley’s mission to “forever improve the environmental, social, and governance impacts” of the company.

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Harley-Davidson raised $107,000 through its Cause Marketing program last year for three cancer-related organizations, including Young Survival Coalition, After Breast Cancer Diagnosis, and National Breast Cancer Foundation. The company also donates a percentage of each sale through its Pink Label Collection to its partners. (Photo courtesy of Harley-Davidson.)

Reach & Impact

As explained in Harley’s 2018 Sustainability Report, the Cause Marketing program is part of Harley efforts to create positive change in communities where its operations are based. Other elements include employee well-being and community involvement programs. Cause Marketing in particular seeks to expand the reach and impact of Harley customers, dealers, employees, and the company on social issues and causes.

Among the organizations that Cause Marking efforts have assisted is the Muscular Dystrophy Association. The larger Harley community has supported MDA for 35-plus years, and the Harley community contributed more than $3.5 million to MDA last year. Harley has also long maintained a Pink Label apparel line to raise proceeds for breast cancer efforts. Last year, Harley raised $107,000 for the Young Survival Coalition, After Breast Cancer Diagnosis, and National Breast Cancer Foundation. Harley dealers and customers also raised $169,000 for the Wounded Warrior Project last year to help support U.S. military veterans. Since 2014, Harley has raised $1.76 million for that organization.

A Good Fit

Similar to the Pink Label line, Harley offers an Operation Personal Freedom Collection of apparel that helps create awareness and support for the Wounded Warrior Project, including by donating 10% of the suggested retail price of sold apparel. Harley also donates a percentage of Pink Label Collection sales to its partners. To date, Harley says those efforts have raised more than $2.1 million.

Your Next Ride

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Source: Harley-Davidson