With milk being a commodity that is widely available from a variety of retailers, motivating customers to loyally purchase milk from any particular place is a challenge. To help Turkey Hill Minit Markets build a larger and more loyal base of dairy customers, Marketing Works developed Moo Money, a unique fundraising program enabling schools, churches, community organizations and other nonprofits to earn money by redeeming Turkey Hill Moo Money milk caps that their members and supporters collected. Elements to support the program included materials and personalized outreach to recruit participating organizations; a newsletter with tips to help nonprofits get the most from the program; coordination of special fundraising events and incentives; customer service support for participating organizations and providing dedicated staff to manage the program and serve as liaisons between Turkey Hill and participants.