What TOMS Shoes can learn from my aunt's NGO and the BOGO Model

A Review of The Buy One Give One Business Model

You know what's easy?
Sitting at your desk, making judgment calls, and writing an article about a company's ability to execute a "humane" marketing plan.

You know what's hard?
Executing said "humane" marketing plan.

This article doesn't just apply to niche organizations that have implemented the BOGO model. It’s for every marketer and leader curious about how purpose can drive profit. If that’s you, keep reading.

I'm currently doing the rounds, visiting family in Europe and, as of this writing, I'm sitting at my aunt's desk in Romania. My aunt is a very interesting woman who's led a very interesting life. She works at a church and has dedicated her life to raising and loving kids coming from very difficult backgrounds.

I have seen my aunt literally pick food off of our dinner table and give it to homeless people knocking at her door. I have no doubt a book will be written about her one day, but until that day comes, let me tell you about her and what you, and TOMS, can learn from her organization.

As we sit around the dinner table—her wrangling five energetic kids to eat, me sitting back with a glass of wine—the conversation inevitably turns to her NGO. It’s something she and her business partner started 10 years ago, and it’s become synonymous with her very existence.

Their organization is based in Bucharest and it provides critical services to vulnerable populations: disabled children, the elderly, and families in dire need of help. They offer free physical therapy for seniors, psychological counseling and behavioral therapy for children and a whole set of social support programs.

What began as an NGO entirely dependent on sponsorships has smartly evolved into a more sustainable model—necessity being the mother of invention when funds started to dry up. They've worked it out in such a way that for every 5 paying clients, they can offer 1 free service to someone in need.

This means that the NGO doesn’t just rely on donations or sponsorships, instead, they create a self-sustaining cycle where paying clients fund free services for those who can't afford to pay.

This model not only keeps the lights on but also positions the organization as a positive force in society, allowing them to make an impact while reducing dependence on external funding.

This win-win approach mirrors the logic behind the Buy-One-Give-One (BOGO) model, where businesses sell products and simultaneously support a social cause.

The Buy-One-Give-One Model: Business for a Better World, or a Quick Fix?

The idea behind the BOGO model is simple.

You buy something for yourself, and someone in need gets the same. The customer gets their product, the brand gets a sale, and somewhere around the world, an underprivileged person receives a pair of shoes, glasses, or socks. What's not to love?

Initially popularized by TOMS Shoes, this model has become a preferred strategy for businesses that want to do more than just make money—they want to make a difference. By offering consumers the chance to contribute to a social cause with every purchase, brands found a way to blend commerce with social impact.

Just like my aunt, companies like TOMS, Warby Parker, Bombas, Soapbox, and others have successfully turned consumers into philanthropists with the swipe of a credit card.

But, just like anything else that sounds too good to be true—like diet pills, kitchen gadgets, and cryptocurrency—the BOGO model has its nuances. For all of its good intentions, the model has faced critiques, as well as adaptations.

The Appeal of the BOGO Model

Let’s start with why the BOGO model has been so successful.

First, it’s simple, and in the world of marketing a popular principle rings true "keep it simple stupid." The messaging is straightforward: buy this product, and you’ll help someone in need. No complex jargon or convoluted explanation. It’s direct, it's simple, it's powerful.

Second, consumers love it. At a time when we're all showered with reasons to feel guilty about our consumption habits, BOGO offers a rare chance to indulge and feel good about spending money. I often say that voting with your money is the greatest gift capitalism has given us, and in this case, the BOGO model reminds you that you’re not just shopping—you’re making the world a better place. Research has shown that when a purchase is tied to charitable donations, consumer interest spikes. In fact, some studies suggest consumer interest can increase by as much as 60% when charitable outcomes are part of the deal.

And finally, we have brand differentiation. For better or worse, we now have more options than we could possibly ever need, you can buy shoes from hundreds of brands, and socks from thousands more, but when you attach a social cause to a purchase, you aren’t just selling a product, you’re selling a purpose.

And that’s where the $$$ magic happens.

Brands using the BOGO model are tapping into something much bigger than consumerism or lifestyle. They’re tapping into identity. Words are wind, they come and they go, particularly marketing words. Consumers today crave something more meaningful and the BOGO model gives them an easy way to get meaning with minimal effort.

You’re no longer just the company that sells shoes; you’re the company that helps people. This builds a deeper emotional bond with your customers, turning them from clients to loyalists. And that’s invaluable.

The Nuances: Good Intentions, Complex Realities

But as with any seemingly perfect solution, there’s more beneath the surface. While the BOGO model is great at providing immediate relief—like shoes for a child or glasses for someone with impaired vision—it has also sparked debate about its long-term effectiveness and the waste it produces.

This isn't to say the model is flawed at its core, but rather, that its success depends on how thoughtfully it's applied.

And this is where the conversation with my aunt really kicked off.

A few critiques have emerged over the years:

1. Short-Term Fixes: At its best, the BOGO model provides immediate aid. But one critique, particularly in TOMS' case, is that it offers a short-term solution to a long-term problem. Giving shoes to children is a compassionate move, but without addressing the root causes of poverty—lack of jobs, education, and infrastructure—the donations alone can’t lift a community out of hardship.

2. Market Disruption: In some cases, flooding communities with free products has disrupted local economies. When shoes or other goods are given away for free, it can unintentionally undermine local businesses that rely on selling these very items. In the short term, it’s hard for local vendors to compete with “free.” But when the BOGO model is combined with more comprehensive community support—like job creation or education programs—the impact can be more sustainable. Instead of giving free shoes, TOMS can educate local artisans how to create the shoes themselves.

3. Dependence: One of the risks of the BOGO model is fostering dependency. If communities become reliant on the free goods being distributed, it can stifle efforts toward long-term solutions. The key is finding a balance between providing immediate aid and fostering independence and self-sufficiency.

4. Who foots the bill? Eventually, something has to give. Either the consumer ends up paying a premium for their good deed, or the workers see their wages squeezed to make up the difference. This can result in a model that can unintentionally push the cost onto the wrong people, which is exactly what you don’t want when your brand is built around doing good.

In my aunt's case, her NGO carefully balances paying clients with free services in a way that doesn’t just give or expect handouts but provides long-term, practical support. Because she stretched it out to a "Buy Five Get One" Model, she ensured that all of the operational and staff costs are covered by multiple people and not just a premium-paying client.

She's also intuitively understood the need to foster self-sufficiency rather than creating dependency. Her services are designed to address the deeper needs of vulnerable people in the hopes of them becoming functioning members of society, and not just provide temporary relief. This helps them avoid the trap of a quick fix that some BOGO models face.

Adapting for the Future: Beyond the "One-for-One"

TOMS did eventually get it. After years of operating on a pure BOGO framework, the company shifted its model in 2019, moving away from one-for-one donations to a broader strategy: donating one-third of its profits to community-led initiatives. We love an evolving business model! This evolution reflects a broader understanding that sustainable impact requires more than just handing out shoes.

So, while the BOGO model has been an excellent differentiator for brands in the past, the future of brand differentiation lies in the depth of commitment. Consumers today are not just looking for a feel-good purchase; they’re looking for brands they can trust, causes they believe in, and authenticity that comes through in every aspect of the business.

When my aunt asked for help marketing her NGO, it quickly became apparent that the task wasn’t going to be simple. Romania presents a unique challenge: disposable income is limited, and there’s a cultural skepticism around charitable giving. This adds a layer of complexity to an already tricky model like BOGO, which thrives in markets where consumers have the luxury of spending a little more to feel like they’re doing good.

The perception of "free" also often carries a stigma—if you also give it for free it must lack quality, right? This is another hurdle we’re working to overcome. The challenge isn’t just about communicating value; it’s about redefining people's impression on services attached to an NGO.

We’ve been working on improving her strategy and through this journey, I’ve learned some valuable insights about navigating the complexities of purpose-driven business models like BOGO—lessons that are just as relevant for large brands as they are for small, local organizations.

What Humane Marketers Can Learn from BOGO

Here are a few key takeaways for humane marketers and leaders looking to borrow from, or refine their own BOGO strategies.

1. Don’t Stop at the Product: Selling products tied to donations is a great start, but brands that aim to make a lasting difference need to think beyond the initial gift. Consider how your brand can support long-term, systemic change in the communities you’re trying to help.

2. Embrace Transparency: consumers are savvy. They want to know exactly how their purchase is making a difference, and they’re increasingly skeptical of superficial promises. The brands that win will be those that offer full transparency, sharing the real impact—both the successes and the struggles—of their BOGO programs​.

3. Collaborate for Sustainable Solutions: No company can solve global issues alone. Brands need to partner with NGOs, local organizations, and experts who understand the on-the-ground challenges. This collaboration helps ensure that donations are truly beneficial and that local communities are empowered, not dependent​.

4. Innovate the Model: As consumer expectations evolve, so should the BOGO model. Companies like TOMS and Bombas have shown that the one-for-one framework can be a powerful starting point, but lasting change comes from adaptability and a willingness to go beyond the basics. It’s about finding new ways to give that solve bigger problems​.

As my aunt and I continue to refine her BFGO model, I'll make sure to share my findings with you. It's not a one-size-fits-all solution to the world’s problems, but when done right, it can be an incredibly powerful tool for social change.

As marketers, the challenge is to ensure that we’re not just riding the wave of feel-good marketing, but creating real, thoughtful impact.

Sell with purpose, not excess. Every purchase can fuel change.