Small But Mighty Episode 24: Marisa Sheff on purchasing with a purpose and inspiring others to #PayItFootward

After a five-year stint as a corporate account manager in the sock industry, Marisa Sheff knew she wanted to combine her passion for socks with giving back to the less fortunate. Socks are the most needed, but the least donated items at homeless shelters. So, for each pair of socks purchased through her business, Sock Footage, a donation pair is provided in hopes that the person purchasing will donate them in person or select one of the partner organizations for the socks to be donated to. Although other brands have similar models, Marisa encourages her customers to create conversations with homeless individuals by personally donating the socks. She does so with the belief that one person does have the power to change the life of a total stranger. For more information on Marisa Sheff and Sock Footage, visit their website, or follow them (and the #PayItFootward hashtag on Facebook or Instagram).

Full episode transcript:

Karen Wilson: Welcome to small but mighty biz stories everyone. I am particularly excited about my guest today because I haven't had nearly enough businesses on that have products as opposed to services. So it's very cool to have someone on with a physical product they sell but even better my guest today gives back with every single purchase. Rather, this business enables you to give back or hashtag #PayItFootward. Welcome to the pod Marisa Sheff, I'm so excited to hear all about Sock Footage, please introduce yourself and tell us a little bit about your business.

Marisa Sheff: First of all, thank you so much for getting #PayItFootWard right. I know that's hard, a lot of people just really automatically want to go towards pay it forward, which really is what it's all about. But our unique hashtag is sort of what makes us a little bit different from the rest. So, I appreciate that you got it right.  Thank you. So thanks so much for the opportunity. I am the founder of Sock Footage. And Sock Footage is an online sock subscription and retail store with a one-for-one giving model. So for every pair of socks that you buy from us, we give you a pair to donate back to someone in need in the homeless community. Most people are not aware that socks are one of the most needed and least donated items to homeless shelters. And I think the reason for that is that homeless shelters will on average, not accept used socks or underwear for that matter. So when you think of bringing donations over when you're switching your closets from season to season and getting rid of clothing, you rarely think about bringing something new to the shelter. And so for that reason, there's always a shortage in the area of socks and underwear.

And so my background is actually in sales, I worked for a large sock manufacturer for five and a half years. And when I learned this, I wanted to use my experience from the industry to be able to give back to those less fortunate, I've always had a passion for volunteering I worked. So I'm based here in Toronto, originally from Montreal, however, and I've worked in a variety of volunteer opportunities over the course of my career. And the latest event that I had was actually here in Toronto at the Centre for Addiction and Mental Health. And I was actually fortunate enough to have the opportunity to volunteer in the library on site at Queen and Ossington. And I was responsible for playing board games with the clients of the centre. So it was a really informal situation where we were at the library. And people would really just come in because they crave connection and conversation. They were rarely there to take out books, they just wanted to be a part of a community. And so it gave them an opportunity to feel like they were a part of something in a setting that didn't feel hospital-like. And because it was open to the public. They there were often a lot of homeless people coming in off the streets just to get out of the cold to have some sort of social interaction and, and what I really took away from that experience was that everyone just craved connection and conversation. And I think now more than ever, as a result of the pandemic, we're realising the importance of connection in our lives and how, you know, sort of it's been stripped away from us in some way, shape or form, especially with all the lockdowns in Ontario. And I think we're just realising more and more that we all need it. And as you can imagine, unfortunately, with the lockdowns, public access has been cut off from so many spaces that homeless people would normally use as a form of refuge. So even the simple thing is being able to go into a restaurant to use the washroom. They're no longer available, you know. So I was talking to someone just the other day that said, you know, there's not even somewhere for people to fill their water bottles. So I think there's a lot of things that we just don't think about in our daily lives.

My mission is really just to draw awareness to some of the issues that are facing the homeless community. And because of my background in socks, I think this was like a fun way to educate people, and really spread awareness about the importance of giving back. And also, I think, from the perspective of giving just the opportunity to give in-person for me has been super impactful in my life, and I'm trying to share that experience with other people.

So to go back to Sock Footage, it really started as a means to me to keep people on the homeless community, but also to make people conscious of where they're putting their dollars in terms of purchasing. So, you know, we're all at home, we're all making online purchases at this point. And so would you rather do something that has a benefit to someone else, especially at this time. And so you know, when you go to our site SockFootage.com, you are faced with a ton of funky fun, novelty socks for men, women and kids. And so with that, you have the opportunity to purchase a pair of socks, either for yourself or as a gift. And then we actually have two options at checkout. So you get prompted with a pop up that asks how you would like to take care of the donation piece of your purchase. And so you can either have it, the donation socks ship out with your order to be able to give face-to-face to someone in need, or you can have us donate on your behalf. And we have a variety of partner charities that we work with, to support those donations and make sure that they get to the people that need it the most.

Karen: Amazing, that was one of the things that struck me when I found out about Sock Footage is that it's not a model like TOMS, where they send the extra pair of shoes off, it's something where I have the option as a purchaser to go and physically hand those socks over to an organization that's making a difference. And that is, you know, in your write up, you talk about how that's a meaningful change to the model where, you know, I am personally involved, there's not there's a distance between me, the purchaser, and the act of giving. And I love that because I think that we get a little desensitized to the issues that are out there, when all we do is put our credit card into a website and don't have a face-to-face interaction with what's happening in the world.

Marisa: Absolutely, I think, you know, for me, because I've witnessed firsthand the benefits of direct giving, I want to share that with other people. Understanding that not everyone is comfortable with that. I have been sort of, I guess a little bit. I don't want to say aggressive. But I encourage people to step outside that comfort zone, because I think the benefits to seeing firsthand where your donations are going are, are so impactful for both the giver and the receiver. And that's something that we're missing. And I think just to give you a few examples. When I first started and launched the website, I had someone reach out, and they wanted to have their socks shipped out with, with their order the donation socks, to be able to hand out with their kids. And so they did and they went during the holidays, and they handed out socks with their kids. And they think her sons were both five and seven. And they had such an amazing experience that the kids then separately said, Mom, what else can we do. And so they separately organized an initiative within their neighbourhood and community where they gathered together, different supplies, everything from deodorant, toothbrush and toothpaste. And they organized and packaged 120 care packages that they then went out as a community and, you know, distributed within their neighbourhood. And that's for me, that was like, so amazing, because, for me, it's about a domino effect of giving. So, you know, the idea was sparked by their first purchase. But then beyond that, it continued outside of Sock Footage, which is really for me what it's all about.

And another example that I have is we do these sock subscriptions, which are online, and we offer them for men and women. And for me, that was an opportunity for people to feel like they're getting involved in giving every month. And so the way that it works is you get two pairs of novelty socks every month. And then you have two free donation pairs that you get. And you again have the option to have us donate or to have them shipped out with your order. And when I first started, someone had purchased a subscription online and for the first month they opted to have us donate on their behalf. And then that person called me back the second month and said you know what, I think I'd like you to ship out the socks to me for the second month. Could you do that? And I was like oh course that's like what I live for. She was in Edmonton. And so I shipped out the socks to her the second month, and she went, and she found an area where there were a bunch of homeless people. And she went, and she approached two men that were together. And she asked them if they could use some socks and sparked up a conversation. And then, you know, I think, you know, like what you said it humanizes the situation. Anytime I do a podcast or write an article or anything, I always tell people, I heard this crazy statistic on the radio that said that homeless people only hear their names four times a year. And when you think about that, it's so it gives me chills every time I say that a million times at this point. When you think about that, it makes sense. Because when you see people going about their day, first of all, technology has taken over, people are walking on the street, looking at their phones, they don't even look up to acknowledge anyone, let alone someone that's homeless on the street. And so these interactions that we take for granted, you know, just the simple act of someone saying your name is such a powerful thing. And it gives acknowledgement it gives self-worth to someone. And so those are the small moments or acts that can really change someone's day and make them feel like hey, this person did see me I'm not invisible. And whether or not you're giving them something, it doesn't matter, you're giving them dignity at that moment. So those little moments can really make a difference in someone's day in someone's life, it might give them the courage to try and get out of whatever situation that they're in, and to hope for a better opportunity to come along. And so we really just don't know. And so it's that's why giving face to face is so important to me. And that's why I've given that as an option beyond some of the options that are offered by other one-for-one giving models. Yeah.

Karen: So you worked in the sock industry, and then found out about this need, where unhoused people are, you know, not getting socks donated nearly enough. And so were there any other drivers that led you to focus on socks is there, what about socks makes such a difference to someone who doesn't have a home to go to?

Marisa: I think if you think about it, so your feet as a homeless individual are your primary mode of transportation to get you from point A to point B, whether that's to get you to your next meal at a shelter, whether it's to get you to your job interview to try and get you back on your feet, no pun intended. And then, you know, it's just I think, when you think about it, again, it goes back to the access. So there's no access right now, especially, it's the worst that it's ever been. But even pre COVID, you know, you may not have access to launder your socks, if you only have one pair of socks and you're moving through those day in day out, they're going to eventually get holes quite quickly, you know, my sock drawer is full, I am very fortunate. But yeah, if you're, if you just have that one pair, especially in these Ontario winters, they're getting wet, you can't wash them, these are going to get holes. And if anyone thinks about walking around in a pair of wet socks, we all kind of cringe because we know that it's like super uncomfortable even for a short period of time. So I think, you know, all those things considered. socks are so important. foot care is really important for anyone, especially for homeless individuals, there are a lot of issues that can arise out of improper foot care, and, you know, results in other health concerns. And I think also at the end of the day, for me interest, working with the community, just gifting a pair of socks to someone. In general, when you get a fresh pair of socks, you're so excited to put them on whether you're homeless or you're not. So you think that experience just brings like a whole new meaning to it. And it's something other than you know, I always say when people ask me like I get asked, you know, for money I personally have made the decision not to give money when people ask I always give a pair of socks because I know that it's something that someone needs rather than them maybe making the wrong decision if they're given the opportunity to do so. So yeah

Karen: So, what are some of the organizations that you work with? And what areas? Do they cover? I know you work with one, in particular, that's in Toronto that you've highlighted on your website? Do you work in organizations that are in other areas of Canada as well?

Marisa: So I'm always looking for new organizations to work with, and I sort of want to be able to spread out the donation. So that's the other option is, you know, if you want your socks to ship out with your order, it's not just that you can give them face to face. If you're a customer in BC, for example, and you want to support a BC shelter, then that's the opportunity for you to choose your charity of choice as well. Yeah, for me right now, on my site, there are a few options. So when you check out, our main partner charity is called Ve'ahavta. They're in downtown Toronto, and they actually pre-COVID, I had the opportunity to volunteer with that organization. They have a mobile outreach van that circulates the city distributing supplies to people on the streets. So it was important for me, especially as we moved into COVID, to have them benefit from the sock donations primarily, because they're hitting people that aren't in the shelters that really have no supplies coming to them, and that need it quite significantly at this moment. So they're going feet on the street going to these encampments around Toronto, and they're handing out socks to people that need it the most. Using beyond valve tie, I work with a few different charities that are kind of spread out. One is in Montreal right now. And they have a sock drive that supports a specific mission over in Montreal. But again, I'm always open to learning about new organizations. I'm in discussions with someone in Calgary at the moment. So really, it's you know, I, I'd like to see it spread out as much as possible because there's such a need that, that it shouldn't just go to one spot.

Karen: Awesome. So in terms of the socks, if someone wants to go by, you know, I've gone through your website, and they are very fun socks. I mean, I was looking through women's socks because I'm a woman. And you know, cardio is hard to do made it to the gym, stop, walk and roll. These are the kinds of socks that I adore. And then what got me kind of excited too, is that you have these lovely fuzzy slippers. Yes, that looks like perfect. I work in my basement every day. So it's called year-round. And I always wear slippers. I keep telling people I'm such a shoe fiend I buy all these shoes. And so during pandemic times, I've been buying all these slippers. Yeah,

Marisa: Makes sense. Yeah, like now that everyone's working from home, you know, socks are the perfect sort of cozy accessory to keep your feet warm. And I think you know, it's, again, for gift-giving, it's a nice idea. I think I always say it is the gift that keeps on giving, because you're not only giving to whoever you're buying the socks for, but you're beyond that you're giving back to the homeless community. I'm not sure if you saw Karen but, on my website, we also have, we're piloting the first charitable sock vending machine in Ontario. So that is that's located at Upper Canada mall in New Market right now, unfortunately, the malls in lockdown, but you can still access the machine at the moment. And essentially, the idea was really just to have a form of nontraditional retail that encourages donations. And so there's a plexiglass donation box attached to the side of the vending machine to facilitate any on-site donations. But similar to the website, it's really based on the honour system. So when your second pair of donation socks drops out of the machine, you have the option to deposit it on-site if you want, in which case it goes to a partner charity that we have in your region, specifically local to the mall. Or you can take that pair away with you I often keep them in the backseat of my car. As I'm driving around the city if I happen to see a homeless individual, I'll just jump out of my car, drop them off. And again, you know, always give socks instead of money.

Karen: Yeah. So, so who designs the socks? Do you have a part in that?

Marisa: I don't at the moment unfortunately but the long term plan is for me to manufacture myself, right now, because of my sort of relationships from the sock industry, I've partnered with a few existing brands that are well known in the marketplace to incorporate the social giveback component. So some of the brands that I work with include Hot Socks, K.Bell, Yo Sox, McGregor, and I'm always looking for new partners to come on board. So the other piece of it is, you know, back to the hashtag Pay It Forward initiative. So, the reason the company is called stock footage is because I'm encouraging people to create user-generated content to share on social media, of the before and after moments of their giving experiences. So, you know, almost like a video diary, like, what did it feel like, when you when you went out to give? Were you nervous? Were you intimidated? Like I, I get asked so many questions like, well, what if they don't want the socks, or what if, you know, people get angry at me, you know, there is unfortunately, such a stigma associated with that community. And that's part of why I'm encouraging people to go out and see for themselves and have these very human interactions. Because I think at the end of the day, we were all the same. We all started with a mother and father, whether they were present in our lives or not. And at some point, one of us took a turn in one direction, and one of us took a turn the other, but we're all human. And we all experience very human emotions. And so I think, again, like you said before, when you have a company that is donating just on behalf of their customers, they're removing a very important touch point that is necessary to humanize the donation experience. And so, you know, we're asking people to share these this type of content on social media to encourage other people to break outside of that comfort zone, and maybe try giving and see, you know, that it's not as intimidating as you thought, and that people are just people. And they just want these normal human interactions in their day. And so we're asking to post and then use our hashtag #PayItFootward, to really help spread awareness about our mission to give back.

Karen: Awesome, so what are some of the what are some of the ways that you've stories and that people are telling about the giving process that they're, they're going through?

Marisa: Well, interestingly enough, I have a brother that lives in New York. And he is, I don't want to say like opposed to face to face giving, but he's not super comfortable with the idea of doing, you know, donating in person, he's always been sort of one that's super charitable, but doesn't love the face to face interaction. And recently, his company had sort of put out this initiative about volunteering. And so they're asking people to go out and do different things, like face to face. And so he, he called me and he placed an order online, and I shipped him the donation socks for the first time ever. He, he wanted to give them out directly. And he started asking me all kinds of questions. This is my own brother. And yeah, no, he's like, Well, what do I say? And like, how do I approach someone? And I think, you know, that's really the key that I've sort of taken away from a lot of these interactions with people is they're just nervous. And I always say, like, all you have to do is go up to someone and say, hey, how's your day going? Introduce yourself, ask them their name, which has always been important to me since I heard that statistic. And say, could you benefit from a fresh pair of socks? And so he went around New York, which, you know, as we all know, has a large homeless community. He's actually in the city. And, and he approached someone, he said, could you use a fresh pair of socks, and the guy took off his boots, and he had no socks on. And I said, I shirt good. And he was so happy. And it was such a small interaction. They didn't have like a full-blown conversation, but just That in itself, like what a win for that moment. It's the things that give me goosebumps that give me chills that make me realize, you know, when marketing people talk about finding your why. That's my why. Yeah. And I think, you know, the more people do that, the more They want to continue to do that. It gives you that feeling that really good feeling. And it's intangible and so that's what it's all about for me.

Karen: Yeah. And it's, it's such a small thing, it's, it's interesting because I think of that whole idea of face-to-face interactions. They're two strangers, you know, you don't know each other's story, you don't know each other's motivations. And in there, there's so much judgement out there around why people end up homeless. And so I can see why there is there is some resistance, you know, for some people, they've heard stories, and may even have fears, I think, for the most part in my interactions with people who are, who don't have homes. I've never felt unsafe, it's, it's just that I don't know them. And so I, I get like that when I'm going to a business networking event. Because it's nerve wracking to go up to someone you don't know, I think there's this extra layer of challenge, though, because you also don't want to seem condescending to someone or, you know, in any way, looking down on them. And so, those concerns, I definitely understand and I can appreciate that people overcome that and go anyway, and have conversations, because sometimes you are learning things about people, you know, even as simple as their name, or their life story. I remember, my local newspaper, in my hometown did a story about a man who was famous, you know, we saw him everywhere, he had a very distinct red hair. So everyone knew who this man was, because he would show up around town. And he'd had quite the life. He'd been an aerospace engineer or something like that, and, and his life circumstances changed quite dramatically. And in that was, it was shocking, when you think about someone who's in a career like that, who then ends up on the streets and can't find employment, can't find a place to live. And it's, it really can happen to any of us. And so I think that that's the thing to remember, it makes it easier to go up to someone because they're a human being who have a life, they have skills, they have people they love in their life, and their circumstances are just unfortunate…

Marisa: I think if this pandemic has taught us anything, it's that, you know, lots of people have lost their jobs, that were in high paying jobs. You know, the restaurant industry is a great example of, you know, people that were on top and then now all of a sudden with this pandemic, things have changed it. You just never know someone's story, as you said, and yeah, prejudge. And I think that the ticket or the key is to stay open to whatever conversation, you know, comes about, it should be an organic situation. But I think, you know, if we stopped to listen, and you know, we're so busy running around, as they said, looking at our phones, if we take the time and stop to listen, you never know what will come from it. And some amazing things come learning moments, aha moments, as Oprah says, come from experiences like this. So, I think it's just super important to engage in those types of acts of kindness because you really do get a lot out of it.

Karen: Yeah, and I think it helps us to become kinder, more compassionate people and, and, and more aware of some of the bigger policies that need to change. I might not be changing those things by giving someone a pair of socks but I can change something for that person in that moment. And for a lot of moments following because they'll have those for as long as they have them at home. Hopefully, others will donate as well. So, are there other things that you are working on with your business?

Marisa:  Yeah. So well with all the different holidays that were coming up, so we had Valentine's Day, we just had Mother's Day, Father’s Day coming up. I've been doing sock bouquets, because I really like to think outside of the box, and what a creative way to be able to give back. And, you know, I think, again, especially now people are looking for gift ideas, and lots more people are shopping local, and understanding the importance of that. And socks are a nice way to give a gift because for the most part, they're one size fits all. So it's an easy gift. But again, like I said earlier, everyone loves getting a new fresh pair of socks. So if they're fun, and they're funky, and you're at home, and everyone's working from home now, it's a nice way to kind of feel good about yourself, and feel good about giving back. So it's a win win.

Karen: Yeah. The thing I like about the sock bouquets is they are it's so unique. And you get a whole bunch of how many socks come in the bouquet?

Marisa: So we recommend between two to six pairs. So on our site, there's an option to either customize your bouquet or you can get a preset bouquet. So it gets two to six pairs fit in there, because we actually separate the pairs on two different roses. And then and then the donation socks are a separate part of it. But yeah, that's a really cute idea and perfect for Valentine's Day. And of course, Mother's Day just passed recently, and great birthday gift to love it. We do a lot of corporate initiatives as well. So a lot of the companies that are looking to give back to their employees or their volunteers. Love this idea because it's again, it's easy, one size fits all, and then you have to give back components. So it really is a win win for them. But we've done everything from I just did a bridal shower, because everything socially distance now. So people are looking for creative ways to still have fun and have a light airy event. And so we've done weddings we've done permits was birthdays, you name it, we've done it.

Karen: That's fantastic. So, I guess over time, we'll see what other creative ideas that you come up with for gift packages and, and events and things because this guy's really the limit for what you're doing, isn't it?

Marisa: It is I'm anxious to start manufacturing myself, because I think eventually another goal is to actually get into retail. So you know, I think there's a real opportunity here. At this point, I'm super happy to report that we've donated over 6000 pairs of socks. So, you know, each person contributed to that and should be proud of their contribution. Because, you know, one pair of socks is again, a pair of socks for that man on the street in New York who didn't have a pair. So it really is the type of situation where one pair has made a difference in someone's life.

Karen: That's amazing. Do you know how many in Canada? Do you know how many people are currently unhoused?

Marisa: I know in Ontario, it's close to 10,000. So, you know, I'm sure those numbers have changed since COVID has hit. I do hear it from the frontline workers who are doing the outreach. Unfortunately, as they said, just you know, with people losing their jobs, and then you're just seeing more and more homeless people on the street. Yeah, and unfortunately, because of social distancing in the shelters, a lot of people just don't feel comfortable going to the shelters with COVID. And so more people have moved outside. But again, there's the access has been cut off to all these public spaces. So people were really had to fend for themselves, which is just unfortunate at this point. So whatever we can do to help if you have the financial means to donate to some of these organizations, they can really use the support at this time.

Karen: Yeah, I know there's been there's definitely been in all areas of support for people who have lower income or who are unhoused there's been really great need throughout the pandemic. Our food banks have been desperate for help this year. So, every different charitable activity has been in full force this past year with all of the shutdowns that have happened. It's been a rough time.

Marisa: Yeah, for sure. And I think, just for me in general, like I've, I've been very fortunate in my own life. And so as a result of that, I just feel like an overwhelming responsibility to give back because I've, I've had it really good. And so you know, if that's the message I could leave with people, you know, that that's, you know, everyone's sort of complaining, oh, we're going through our third lockdown. We have to stay home. Well, we have a home, we have a roof over our head, we have food on our plates. So I just try and remind people of that, because not everyone is as fortunate.

Karen: Oh yeah, that is one thing that's come out of this year, that's been huge, is just the immense gratitude for, you know, the family in the support and the things that I do have, and knowing that that gives me a very, very different situation than a lot of people. And anything I can do to help others is definitely something that I'm going to do.

Marisa: Yeah, it's so important right now.

Karen: So, how long have you had Sock Footage? You said you've donated 6000 socks? How long has the business been operating?

Marisa: Yeah, so we launched just before COVID hit. So, in August of 2019, we launched a website, and then the vending machine launched in November of 2019. So it hasn't been that long, just over a year and a half. But, you know, going strong and you know, I am very fortunate to there, there are a lot of good things that have come out of COVID is allowed me to slow down and focus on certain things that I just wouldn't have made the time for pre-COVID. So I'm thankful for that. And it's important to see the silver linings.

Karen: Oh, yeah, absolutely. Well, I really appreciate you coming on the podcast. Please tell everyone how they can connect with suck footage, and learn more about what you're doing. And, and of course, I'm going to go ahead and mention it again. Everybody followed the #PayItFootward hashtag, we'll make sure we link to everything in the show notes. But you can take it away…

Marisa: Sure. So, our website is SockFootage.com so you can definitely go and shop the site there. We also have the vending machine which is currently at Upper Canada Mall in New Market. And then definitely follow us on social you can follow us on Instagram, Facebook and Twitter  @Sockfootageco.

Karen: Fantastic. So, you mentioned that it was sort of a play on stock footage?

Marisa: Yeah! I mean, yes, it's a play on stock footage. And it's a play on sock and foot. So, that was very intentional.

Karen: Yeah, I like it. Thank you so much for taking the time to join me and share more about your business and the work you're doing to make people have a little bit more comfort in their lives in difficult situations. That's amazing.

Marisa: Thank you so much for the opportunity to chat today. Absolutely.