In the spirit of the holiday season, every year Kargo gifts a branded item to our clients and partners. Given how disproportionately BIPOC-owned businesses were impacted by the pandemic, for 2021 we decided to rethink this approach, forgoing our traditional Kargo branded client gifts and redirecting our budget to help support businesses in need. We value the importance of a world that celebrates inclusivity and diversity — so why not use our annual holiday gifting program as a platform for change.
Spreading Holiday Cheer
We launched a campaign (both internally and externally) calling for any BIPOC entrepreneurs and businesses to apply to be featured in an exclusively BIPOC-owned business holiday gift guide.
We received an overwhelming number of submissions from passionate and talented entrepreneurs. With the difficult task of whittling down the list of impressive businesses, we selected sixteen companies representing a variety of products, to ensure there was something for everyone! From candles to towels, champagne to hot sauce, our clients were invited to select their holiday gift from the guide.
Check out last year's Gift Guide!
Additionally, to build incremental awareness for these businesses, we promoted the gift guide across our social media channels and email database, pushing valuable traffic and sales — just in time for the holidays. We are excited to share that we sent out a record 650 gifts this year, resulting in nearly $50,000 in sales for these businesses! It was such an honor to work with these companies — hearing their feedback and the tangible impact it made on their businesses made it all the more worthwhile. We look forward to continuing the tradition.
“Thank you Kargo for choosing the MC & DJ “VOICE Hoodie” to be featured in the Holiday BIPOC Owned Business Gift Program. The VOICE Hoodie represents empowerment, finding your voice. It’s through programs like this that I’m able to find new customers and further build my brand.”
Quentin Holmes, MC & DJ
“Thank you so much for partnering with Junita's Jar as a 2021 gifting vendor. Partnerships like Kargo's holiday gift-giving program are valuable and effective as the impact directly increases the bottom line for each participating business.”
Junita Flowers, Junita's Jar
“Kobi Co. was honored to have been invited to participate in the Kargo Holiday Shop. We were proud of the efforts put forth by Kargo to highlight BIPOC-owned businesses that truly need this type of opportunity and exposure at such a critical time. We were proud and excited about the opportunity to share our candles with Kargo clients."Kobi Gregory, Kobi Co.
Our Continued Support of BIPOC-Owned Businesses
Small businesses — especially those owned by Black, Indigenous, and People of Color (BIPOC) — were hit the hardest by the pandemic, according to a report from the National Bureau of Economic Research. This fact alone was enough for Kargo's DE&I Committee to want to find a way to help. Kargo is a longtime proponent of diversity and inclusion, and one cannot ignore the racial injustice these business owners face on a day-to-day basis. Add these two factors together, and it was clear that Kargo needed to take action.
While we still have a way to go, awareness, sensitivity, and intent around inclusivity and diversity seems to be at an all-time high. It is encouraging to see a rising focus from the private sector on corporate responsibility. Corporate efforts dedicated to supporting Black small businesses through events and education are helping to drive progress. Kargo remains steadfast in its mission to evolve and contribute to a better world. This program is just one step in our company’s journey.
In honor of Black History Month, we are excited to reopen submissions throughout February for our BIPOC-owned business pro bono advertising program. As part of this program, qualified organizations will be selected and offered free advertising services, including mobile ad creative buildout, access to our audience targeting suite, and donated inventory across our network of premium editorial publishers. Additionally, Kargo will spotlight each business on its social channels — exposing your brand to thousands. If you are a BIPOC-owned business or know anyone who would be a good fit, learn more about the program and apply here.