Disney Halts Successful Volunteer Program

Posted by Suzanne Blecher on March 10, 2010 01:19 PM

For those of you who missed last year's promotion offering a free Disney theme park ticket on your birthday, the recent Disney "Give a Day, Get a Disney Day" promotion provided another opportunity to obtain a one-day gratis ticket to the park not only for yourself, but for friends and family willing to volunteer for a day.

If you never heard about it and want to join in, well, you’re too late. Just ten weeks after it’s unveiling, the Walt Disney Co. ended the promotion on Tuesday after reaching its goal of 1 million volunteers.

It appears the opportunity to visit Disney for free brought out the compassionate side of people. In Rochester, NY, the Susan B. Anthony House had 90 volunteer requests in January because of the program. It normally gets 5. And Heritage Christian Services saw a 90 percent increase in volunteers in the area.

For Disney, giving away free tickets worth approximately $79 each is a winning proposition, at least for now. With a flat first quarter 2010 profit, the company is still relying on the discounting of hotel rooms to lure people to their parks. Attendance was down at Walt Disney World and Disneyland Paris. People are also spending less on food and merchandise, the company said. Per capita guest spending at Disney World was down 6 percent domestically for 2009, even with the birthday promotion.

Yet, the success of the promotion bodes well for Disney's brand, as it continues to remain relevant to consumers, and this level of connection will only translate into greater ROI as the economy rebounds.

More about: Disney, Entertainment, Media, Heritage Christian Services, Susan B. Anthony House, Walt Disney World, Disneyland Paris

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