Beyond the Buy-One-Give-One: TOMS Evolves Its Impact Model, Deepens Partnership with Save the Children

By Debra Allen

MONTEREY, CA – For years, TOMS Shoes was synonymous with the “buy-one-give-one” model – a revolutionary concept that redefined corporate social responsibility. Now, the company is charting a new course, evolving its philanthropic strategy while reaffirming its commitment to children’s well-being through a deepened partnership with Save the Children. Recent events, including a shoe donation to students at Monson-Sultana Joint Union Elementary School District in California, offer a glimpse into this evolving approach.

From Revolutionary Model to Strategic Giving

TOMS initially gained prominence by donating a pair of shoes for every pair purchased. While lauded for its simplicity and impact, the model faced increasing scrutiny. Concerns emerged regarding potential disruption of local economies in recipient countries, the creation of aid dependency, and the need for broader systemic solutions. Recognizing these challenges, TOMS transitioned in 2019/2020 to a model where at least one-third of its annual net profits are directed to grassroots organizations.

“The shift wasn’t about abandoning our mission, but about enhancing it,” explained a source familiar with TOMS’ strategic direction. “We realized that long-term, sustainable impact required a more nuanced approach than simply giving away products.”

This transition reflects a broader trend in corporate social responsibility, where companies are moving beyond simple donations towards strategic investments that address root causes and empower communities.

Strengthening a Long-Standing Partnership

The partnership with Save the Children has been a cornerstone of TOMS’ philanthropic efforts since 2011. Over the years, TOMS has donated over 1.3 million pairs of shoes through the partnership, providing vital footwear for children in need across the globe and within the United States.

“Shoes are more than just footwear; they're a barrier against disease, a symbol of dignity, and a catalyst for participation in education and community life,” noted a Save the Children representative. “TOMS’ consistent support has allowed us to integrate footwear into our broader health, nutrition, and education programs, maximizing our impact.”

The relationship extends beyond financial contributions. TOMS employees participate in “Giving Trips,” witnessing firsthand the impact of the partnership and gaining a deeper understanding of the challenges faced by vulnerable children. This immersive experience fosters a stronger connection between the company and the communities it serves.

Beyond Footwear: Addressing Holistic Needs

The recent shoe donation to Monson-Sultana Joint Union Elementary School District highlights the integrated approach to impact. While providing essential footwear, Save the Children’s broader programs address a range of needs, including healthcare, nutrition, and educational support.

“We’re not just dropping off shoes and walking away,” said a source with Save the Children. “We’re working alongside local communities to create sustainable solutions that improve the lives of children in the long term.”

This holistic approach recognizes that children’s well-being is multifaceted, requiring a comprehensive response that addresses both immediate needs and underlying systemic issues.

Navigating Financial Hurdles and Reimagining the Brand

Despite its philanthropic success, TOMS has faced significant financial challenges. In 2019, the company found itself burdened with debt and on the brink of bankruptcy. A restructuring process led to new ownership and a renewed focus on brand revitalization.

“The past few years have been a period of transformation for TOMS,” said an industry analyst. “The company is working to re-establish its brand identity, diversify its product offerings, and appeal to a new generation of consumers.”

TOMS is investing in new product development, expanding its online presence, and emphasizing its commitment to comfort and sustainability. The company’s B Corporation certification serves as a testament to its dedication to social and environmental responsibility.

The Future of Impact: A Shift Towards Strategic Philanthropy

The evolution of TOMS’ philanthropic strategy reflects a broader trend in corporate social responsibility. Companies are increasingly recognizing that sustainable impact requires more than just charitable donations. It demands strategic investments, long-term partnerships, and a commitment to addressing the root causes of social and environmental challenges.

“The ‘buy-one-give-one’ model was a good start, but it wasn’t a sustainable solution,” explained a source familiar with TOMS’ strategic direction. “We need to move beyond simply giving things away and focus on empowering communities to create lasting change.”

The future of impact will likely be characterized by greater collaboration, innovation, and a relentless focus on measuring and maximizing the impact of philanthropic investments. TOMS’ journey demonstrates that evolving a philanthropic model is not always easy, but it is essential for creating a more just and sustainable world.

By prioritizing long-term partnerships, investing in holistic solutions, and embracing a commitment to continuous improvement, TOMS is positioning itself as a leader in the evolving landscape of corporate social responsibility. The company’s continued alliance with Save the Children exemplifies this commitment, paving the way for a brighter future for children in need around the globe.