Cause Related Marketing

Continuing Education for Cause Marketers

Cause Related Marketing

What do you do, as a cause marketer, to keep learning? How you answer the question of self-education determines things like: how successful your cause marketing campaigns are, indeed, how successful you are; your income and your lifespan.

What Sponsors Should Measure in Cause Marketing Campaigns

Cause Related Marketing

If you’re the sponsor of a cause marketing campaign, you’re in the green room, you’re in a makeup chair and you’re sitting pretty. Here’s what I mean.

Trending Sources

'Checkout' This New Cause Marketing Study

Cause Related Marketing

Nike Vet Keeps Bike Inner Tubes Out of the Landfill and Benefits the Humane Society

Cause Related Marketing

Paul Fidrych left a promising career at Nike to start a business with his wife that takes old bike inner tubes and upcycles them into useful things like dog collars, chew toys and water dishes. All while benefiting the Humane Society chapter in Portland. The company is cleverly named Cycle Dog.

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The Best Cause Marketing of 2011

Cause Related Marketing

One of the things I love about cause marketing is also one of the things I love about my wife; it (like she) continues to surprise me. Here are 10 cause marketing efforts or campaigns, culled from more than 200 posts in 2011, that were cool or fun or smart or effective or innovative or surprising.

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The Alden Keene Cause Marketing Stock Index Dramatically Outperforms Other Indices

Cause Related Marketing

There are stock indexes galore; the Dow, S&P 500, the NASDAQ Composite, the Wilshire 5000, the FTSE, and hundreds more. But how would an index of the stocks of companies that do a meaningful amount of cause marketing perform compared to those well-known indexes? Pretty well, as it turns out. I first floated the idea of a stock index that would track companies that do cause marketing back in 2009. I tried to figure out Yahoo Pipes so that I could put the feed right into this blog.

Earth Day has a Messaging Problem

Cause Related Marketing

Friday, April 22 is the 41st Earth Day in the United States, a day that was originally conceived as a kind of environmental ‘teach-in.’

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Five Steps To Nurture a 30-Year Cause Marketing Relationship

Cause Related Marketing

Last Monday, July 22, 2013, March of Dimes released the annual results of its campaign with Kmart. now in its thirtieth year. and thereby begged the question, what does it takes to have a multi-decade cause marketing relationship between a cause and a sponsor? In the most recent year, Kmart,the discount retailer, donated $7.4 million to the March of Dimes, bringing the 30-year total to nearly $114 million. March of Dimes works to improve the health of mothers and babies.

Cause Marketing With Sex Appeal

Cause Related Marketing

Actress, supermodel, TV producer, philanthropist, and mother of four Heidi Klum wants you to buy the hoodie off her back to benefit StandUp2Cancer, the telethon and charity. The hooded sweatshirt retails on the STU2C website for $46.99 and features versions of its logo on front and back.

Twenty Questions Before Engaging in a Cause Marketing Effort

Cause Related Marketing

Suppose when you get into the office tomorrow, the boss comes in and says, “I think we need to look seriously at cause marketing. Look into it will you?”Getting Getting the right answers depends on asking the right questions. So where do you start?Let’s Let’s just stipulate that you’ll search the Internet. Maybe check the entries at Wikipedia.com or About.com. You’ll almost certainly come across the Cause. Mother Teresa Charles Keating Best Cause Marketing

Christmas Cause Marketing on TV

Cause Related Marketing

I started my cause marketing career back when gasoline cost about $1.15 a gallon, the median price of a house was a little more than $80,000 and a 30-second Super Bowl ad cost ‘just’ $850,000.

The Ten Worst Cause Marketing Campaigns of 2010

Cause Related Marketing

My post from yesterday, April 4, 2011 chronicled my top 10 list of the best cause marketing of 2010. Today’s post is my list of the 10 worst cause marketing campaigns of 2010 that I posted on during the year.

The Importance of the Match in Cause Marketing

Cause Related Marketing

In an interview yesterday a reporter asked me why the match between the cause and sponsor is so vital in cause marketing. After all, what if a local welding shop in a small town was doing some kind of cause marketing for the local school. Wouldn’t that be affinity enough?

Your Webmaster Needs to Know About Your Cause Marketing

Cause Related Marketing

In the vitamin and supplement business one all-purpose word you see often is ‘support.’ Here’s a few from the Vitamin World website: “Helps Support Sugar Metabolism,” about a cinnamon supplement. Supports Bone Health,” about a calcium supplement.

Buy One Plant One Cause Marketing at the Outdoor Retailer Show

Cause Related Marketing

Over the last few years I’ve profiled about a dozen or so variations on a theme of ‘Buy One Give One’ (BOGO). But at the Outdoor Retailer Show that wrapped up Saturday, August 6, 2011 I found a new favorite.

Faux Cause Marketing With a Sense of Humor

Cause Related Marketing

In the past year I’ve profiled what I call ‘faux cause marketing.’ It’s marketing that looks or sounds like cause marketing, but in fact no cause benefits from it. At left is a small ad that ran in the back of Golf Digest magazine in October 2009, Breast Cancer Awareness Month.

Trends in Cause Marketing: Second Half of Interview with Laura Marriott

Cause Related Marketing

If 2-D barcodes represent a kind of bridge between the digital and world of print, what does that bridge actually look like?

Cause Marketing During Trade Shows

Cause Related Marketing

The Summer 2011 Outdoor Retailer Show attracts something close to 25,000 people… about the population of a small city… and puts them in a space about the size of 2 city blocks square.

Men and Cause Marketing

Cause Related Marketing

Earlier this Summer results starting coming out from the Dynamics of Cause Engagement study and among the headlines was women are generally more responsive to cause marketing than men, providing further confirmation of what I’ve long suspected.

Book Review: “The Facebook Marketing Book”

Cause Related Marketing

I joined LinkedIn way back in 2005. I started this blog in October 2006. I was on Twitter early enough that the handle ‘ paulrjones ’ was still available.

Cause Marketing Won’t Save a Bad Business

Cause Related Marketing

Borders appears headed for bankruptcy. Blockbuster filed for bankruptcy protection back in September 2010. Circuit City is gone. Ultimate Electronics is about to fade into the dust heap of failed electronics retailers.

A Cool New Platform for Cause Marketers to Launch Virtual Paper Icons From

Cause Related Marketing

SupporterWall.com is an interactive grid wall that displays pictures and links to your website that you could use for fundraising for you nonprofit or crowd funding your business idea. Presently in beta, the individual grids sell for $100, $20 and $10.

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Paper Icon Campaign from Smith’s Food and Drug

Cause Related Marketing

Smith’s Food and Drug is in the middle of its annual campaign for Primary Children’s Medical Center , a key part of which is this paper icon. I purchased mine for $1 on Saturday, May 7, 2011. Since 1992 Smith’s, a 130-store unit of the grocery giant Kroger , has donated more than $7.6

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Are Funds from Cause Marketing Tarnished?

Cause Related Marketing

All nonprofit leaders must make some accommodation with the issue of ‘tarnished' or tainted money. It’s a question of morality, that is, right and wrong. Is there money that you cannot accept because of the way it was generated or from whom it comes?

Cause Marketing: The Offer You Can Refuse

Cause Related Marketing

The Importance of Proper Positioning for Charities in Today's Economy

Cause Related Marketing

Dear Friends: What follows is an address I made yesterday to a nonprofit coalition. I spoke without Powerpoint, otherwise I just post the slides on Slideshare. What follows is the text of my speech about nonprofit positioning in a time of great need.

Pioneers Needed.

Cause Related Marketing

Today my adopted state of Utah celebrates Pioneer Day. It’s a founder’s day that commemorates the day an initial band of 151 settlers from the east landed in the Valley of the Great Salt Lake. It’s a state holiday that we celebrate like a second ‘Fourth of July’ with pancake breakfasts, parades, BBQs, and fireworks after dark.

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The Best Cause Marketing of 2010

Cause Related Marketing

The year 2010 was a memorable year for cause marketing. What follows are, in my judgment, the 10 best cause marketing campaigns of the year. Please know that this list is hardly exhaustive. Thousands of cause marketing efforts take place each year.

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Making Your Cause Marketing Promotion Clear and Understandable

Cause Related Marketing

In the fall of 2012 the New York Attorney General’s office released Five Best Practices for Transparent Cause Marketing. The first one was “clearly describe the promotion.” We might assume that the AG was speaking only to marketers with malintent (to use the neologism). But being clear and understandable can also be a problem for marketers with good intent too.

So Dark The Con of Men

Cause Related Marketing

Farewell, Jerry Lewis

Cause Related Marketing

There’s an old story… perhaps even true… told about Winston Churchill at a party. Another guest reproves him saying, “Winston, you are drunk.” He responds, the story goes, by saying, “yes madam, and you are ugly. But tomorrow I will be sober and you will still be ugly.” We laugh at that line because it evidences Churchill’s famous wit and self-composure. But, let’s be honest, that remark has barbs. It stings! Churchill was a great man, but he wasn’t always a nice man.

Cause Marketing at Retail With Cash Register Tape

Cause Related Marketing

Imagine every time someone buys one of your paper icons at retail that the printed receipt spits out a bounce-back coupon for a sponsor. That idea occurred to me when I was at the grocery store the other day. I got both a custom-printed coupon and a coupon for a free smoothie with purchase at McDonalds. I did a little research and found that there are basically two players in the grocery store receipt market with two different approaches.

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Breast Cancer Awareness Month is Over, Cue the Cause Marketing Backlash

Cause Related Marketing

Breast Cancer Awareness Month ended Oct.

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Business to Business Cause Marketing

Cause Related Marketing

Generally cause marketing is targeted to consumers. But there are examples of B2B (business to business) cause marketing, including the one at the left. There’s a lot of moving parts in this promotion, so bear with me for a paragraph or two of explanation.

Breast Cancer Awareness Cause Marketing? It’s Still Needed.

Cause Related Marketing

I saw this ad in one of the local daily newspapers and groaned audibly. Breast cancer awareness! Really? By now isn’t every person in the developed world who can fog a mirror aware of breast cancer? Apparently not. And the irony may be that it is the very fittest who are most immune to the message.

Viva Cause Marketing!

Cause Related Marketing

Blogger’s note: It is with great pleasure that I bring you today’s post from guest blogger Jose Sanchez from Mexico City. Jose has a half-dozen years experience in cause marketing in North America’s second largest country.

The World Series of Cause Marketing

Cause Related Marketing

The winner of the 2011 World Series will be determined tonight in St. Louis. But four causes, recognized during the first four games of the Series, have already won the big spotlight that the Fall Classic can bring. Those causes are: Welcome Back Veterans; the Roberto Clemente Award; Boys and Girls Clubs of America; and Stand Up to Cancer. Each was separately highlighted during the 2011 Series. This is no small thing. Game 2, for instance, had 14.69 million viewers.

Buy One Plant One Cause Marketing

Cause Related Marketing

Hollywood, California-based WeWOOD will plant a tree every time you purchase on of its wooden watches.The tree-planting will be undertaken by the nonprofit American Forests under the banner of its Global ReLeaf program.

I Have a Bone to Pick About JWT's Trend Report Called 'Social Good'

Cause Related Marketing

‘ Social Good ,’ a white paper and research report from JWT , the marketing agency and division of WPP, has made a lot of appearances in my RSS reader since its release in September 2011 usually with some variation of a headline like ‘customers increasingly dubious about cause marketing.’ Color me dubious about JWT’s research methodologies, if not its conclusions.

Cause Marketing in a B2B Setting

Cause Related Marketing

Most cause marketing is aimed at consumers, but not all. B2B cause marketing takes place regularly, if not commonly. Here’s an intriguing B2B cause marketing offer from Zoomerang , the online survey company, benefiting schools or other organizations through JustGive.org. Here’s how works: When you buy $2,500 worth of Zoomerang services between Sept 13 and Sept 30, 2011, the company will send you via email a $100 GiveNow card from Justgive.org.

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