One component of the Big Summer Giveback creates a direct connection between an everyday customer transaction and support for students.

During the promotional period, Toyota Motor North America donates $3 to Kids In Need Foundation for every qualifying customer-paid oil change with a tire rotation completed at participating Toyota dealerships.

Those donations help provide backpacks filled with essential school supplies to students attending under-resourced schools.

It’s an easy connection for customers to understand: a service they already need can also contribute to something meaningful in their community.

That simplicity is one of the strengths of transactional cause marketing.

Why a Backpack Full of Supplies Matters

The impact becomes clearer when you look at what educators are experiencing in their classrooms.

According to KINF’s Teacher Insight Survey, more than half of students begin the school year without all required supplies.

Teachers also reported that access to supplies plays an important role in student preparedness, participation, confidence and interest in learning.

That’s the need KINF’s Supply A Student program is designed to address.

Through Supply A Student, students receive new backpacks filled with essential school supplies, helping them arrive prepared with the tools they need to participate in learning.

For a student, that can mean starting class with their own pencils, notebooks, folders and other essential supplies rather than worrying about what they’re missing.

For a teacher, it can mean welcoming a classroom where more students are prepared to participate from day one.

Giving Toyota Dealerships a Role in the Mission

The Big Summer Giveback goes beyond the customer transaction. Toyota dealerships across the country participate in the initiative, creating opportunities for individual dealers to connect a national partnership with needs in their own communities.

Participating dealerships can contribute at different levels, and dealerships reaching qualifying contribution levels have opportunities to nominate and support schools within their communities. That local connection is an important part of the program.

A national corporate partnership can create tremendous scale, but community-level activations give employees, customers and local leaders an opportunity to see what that impact actually looks like.

For Toyota dealerships, that might mean watching students receive new backpacks, meeting the educators who will see those supplies used or seeing firsthand how a national initiative reaches students in their own community.

Five Years of Growing Impact

What began as a national initiative has developed into a long-term partnership between Toyota and Kids In Need Foundation. In 2026, more than 680 dealerships are participating, with more than 65 dealerships contributing $10,000 and hosting local backpack distribution events. Since the partnership began, Toyota’s support has generated more than $8.5 million in cumulative donations and helped support more than 300,000 students.

The 2026 Big Summer Giveback alone is expected to provide essential school supplies to more than 100,000 students nationwide. Those numbers demonstrate what can happen when a cause marketing campaign becomes a sustained corporate commitment.

But every one of those numbers ultimately represents an individual student.

A student like Saoul, a fourth grader featured by KINF, who talks about loving his teacher, becoming more confident and what can happen when you “let your imagination run wild.” Giving students the tools they need creates more opportunities for teachers to turn that imagination into learning.

Why Transactional Cause Marketing Can Be Powerful

Transactional donation campaigns give companies an opportunity to connect their core business with community impact. Rather than philanthropy existing separately from the customer experience, giving becomes part of an activity already taking place.

For Toyota and KINF, qualifying vehicle services help support backpacks filled with school supplies for students. But strong programs don’t have to stop at the transaction.

They can create opportunities for employees, customers, local businesses and communities to participate in the larger story.

National Scale. Local Impact.

One of the defining features of the Toyota Big Summer Giveback is its ability to combine the reach of a national company with the community connections of its dealership network.

Together, Toyota and KINF can turn national scale into something communities experience firsthand.

Because behind every national impact number is a student walking into school with a backpack, a teacher welcoming a prepared learner and a community choosing to invest in its students.

Interested in creating a cause marketing campaign that connects your company, customers and communities? Explore corporate partnership opportunities with Kids In Need Foundation.

Continue Exploring

Meet a student: Read Saul’s story and discover what confidence, creativity and supportive teachers can mean for a student’s school experience.

Explore the program: Learn how KINF’s Supply A Student program equips students with backpacks and essential school supplies.

See the data: Explore KINF’s 2026 Teacher Insight Survey.