Cause Related Marketing

MAY 20, 2013

So what are five habits that you as a cause marketer should adopt? You should habitually stay abreast of cause marketing trends and changes. You should habitually think about ways to improve your cause marketing campaigns. You should habitually spend time in the company of your constituents gauging what’s meaningful to them about your cause, your sponsors, and your cause marketing. Cause-Related Marketing does a world of good.

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Cause Related Marketing

MAY 29, 2013

Selling cause marketing sponsorships… like selling radio or television airtime… means selling the intangible. Keep brainstorming and other cause marketing inventory will become plain. A really fun kind of alternate cause marketing inventory came across my desk recently. But, to my knowledge, no one had ever sold it as a part of a cause marketing sponsorship til now. Cause-Related Marketing does a world of good.

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Cause Related Marketing

MARCH 11, 2013

Imagine that a sponsor and a cause engage in a sincere and well-meant cause marketing activity and out of carelessness they word the offer poorly in the activation materials. This very scenario came up in a discussion group at the Cause Academy convocation last week in Scottsdale, Arizona. But by then the cause has had to defend itself in two courts, one of them being the court of public opinion. Cause-Related Marketing does a world of good.

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Cause Related Marketing

JULY 19, 2013

And it’s precisely the word to describe what Toyota’s marketing department practiced with its cause marketing effort called “ Meals Per Hour ,” which is a video about the people of Rockaways, New York in the wake of Superstorm Sandy in October 2012. But this post isn’t about the kaizen of the Metro Food Bank it’s about the kaizen of Toyota’s marketing department after they had released the video. Cause-Related Marketing does a world of good.

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Cause Related Marketing

JUNE 5, 2013

And so I’m not surprised that an online timeshare sales service is trying cause marketing to dress up its reputation. Because if you were a good operator in disrespected sector, one way to get past public cynicism would be to align with a cause that prospective customers could care about. Public cynicism about market sectors that have been broadly tarred isn’t just a problem for companies. Cause-Related Marketing does a world of good.

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Cause Related Marketing

NOVEMBER 8, 2012

But don’t blame the nation’s quick-serve restaurants, which took all kinds of cause marketing-style measures to encourage Americans to exercise their franchise. This isn’t cause marketing in the way we usually think about it. But there’s definitely a cause involved here…voter turnout… and the principles of cause marketing are being utilized to motivate human behavior, which is the essence of cause marketing.

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Cause Related Marketing

MARCH 21, 2013

If you ask a regular marketer what his KPIs are he may have a handful. But ask a digital marketer what her key performance indicators and she may have 100 or more. Allen, a product marketer at Adobe Marketing Cloud at an American Marketing Association meeting yesterday is that digital marketing generates a huge pile of data that can be efficiently cross-tabulated in countless ways. Which prompts the question for cause marketers, what are your KPIs?

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Cause Related Marketing

AUGUST 10, 2012

I’m reading Steven Johnson’s fine 2010 book Where Good Ideas Come From: The Natural History of Innovation and there’s a terrific lesson therein for cause marketers looking to bring fresh thinking to their cause marketing campaigns. Not long thereafter they became a kind of curiosity and cause célèbre. Here’s how the story comes back to cause marketing: “Good ideas,” (read: ‘good cause marketing’) “are like the NeoNurture device.

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Cause Related Marketing

FEBRUARY 25, 2013

As I often say in this space, most cause marketing is undertaken by companies that face the consumer. This is plainly a case of B2B cause marketing. Jude is a big cause marketing brand. Many of the big cause marketing charities have boxed themselves out smaller cause marketing efforts by demanding huge commitments and upfront money, thereby leaving money on the table from unconventional sources.

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Cause Related Marketing

NOVEMBER 5, 2012

Here’s how Purina’s gamified cause marketing promotion worked. Cause-Related Marketing does a world of good. Causerelatedmarketing.biz is dedicated to highlighting and dissecting the best and the worst cause-related marketing promotions and campaigns. AdoptaPet.com pet cause marketing Games and Cause Marketing Purina Gamification Gamifying Cause Marketing cause marketing

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Cause Related Marketing

JUNE 28, 2013

Gen-Y, as they are also called, is a huge generation important to both marketers and nonprofits. With regard to Millennials I’d turn that around and say, “no marketer ever went broke making young people feel empowered.” If your target market includes Millennials, you should play to that. Cause-Related Marketing does a world of good. Millennials Gen Y cause marketing

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Cause Related Marketing

FEBRUARY 6, 2013

Mind you, few cause marketers are as unsentimental as I am. Across the nearly 1,000 posts in the Cause Marketing Blog, I’m almost always the one that supports cause marketing for the causes. So long as the deal is done legally, ethically, and transparently, not much about cause marketing gives me heartburn. But nowadays companies have an astonishing choice of causes to partner with. Cause-Related Marketing does a world of good.

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Cause Related Marketing

JUNE 10, 2013

In another case of cause marketing mashed up with games, GoodGames offers a fraction of a cent to charity every time you play a game like Mahjongg Dimensions or Pyramid Solitaire on their website. Play three games and the cause of your choice…from a list of nearly 110,000 registered charities…gets one penny. In the past we’ve talked about gamified cause marketing, which can take several approaches. Cause-Related Marketing does a world of good.

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Cause Related Marketing

AUGUST 6, 2012

In April 2012 the Boston Consulting Group released its study called “ The Millennial Consumer: Debunking Stereotypes ” which found that for many in this generation causes and cause marketing is an important and animating force. But BCG instead finds a generation that… while it has a healthy self-regard… is nonetheless responsive to the needs of causes as they fulfill their missions and to the practice of cause marketing.

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Cause Related Marketing

AUGUST 2, 2012

On July 20, 2012 in a post on cause marketing activated on packaging I wrote this: “Regular readers know how much I like activating cause marketing on packaging. That’s because once someone is in the store, the last opportunity you have to reach them with a cause marketing appeal is when they see it on the packaging.” Now a new study I came across from POPAI, the global association for marketing at retail, confirms my rationale.

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Cause Related Marketing

MAY 22, 2013

On Monday I posted about five good habits of great cause marketers. But cause marketers. Here, then, are five bad habits that too many cause marketers have. Immature people, like immature cause marketers, almost always struggle with what scientists call ‘confirmation bias.’ Confirmation bias leads to bad science and bad cause marketing. Cause-Related Marketing does a world of good.

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Cause Related Marketing

MAY 16, 2012

There’s dozens of ways to activate cause marketing. One story that you must master when 'efforting' women’s magazines in particular is a pretty standard transactional cause marketing pitch; buy our thing and a portion of the proceeds benefits this fine cause. The Alden Keene Cause Marketing Database has cause marketing stories from all of these women’s magazines and more. Cause-Related Marketing does a world of good.

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Cause Related Marketing

JUNE 7, 2013

A fishing lodge on the Kenai Peninsula called Alaska Hooksetters thinks that might be partly a marketing problem, and so it just started promoting a catch and release approach to King Salmon called “ Spawn On ” that features its own logo and Facebook page. Finally, it seems to me that this is more of persuasion problem than a marketing problem; a question of making a meme in parts of America a behavior in the Kenai. Cause-Related Marketing does a world of good.

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Cause Related Marketing

JULY 11, 2012

Cause-Related Marketing does a world of good. Causerelatedmarketing.biz is dedicated to highlighting and dissecting the best and the worst cause-related marketing promotions and campaigns. Nestle Fruit Tree Planting Foundation Cause Marketing Activation Thomas Jefferson Dreyer's Communities Take Root Packaged Goods Promotions Cause Marketing Packaging cause marketing

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Cause Related Marketing

NOVEMBER 14, 2012

Three different cause marketing efforts worth calling your attention to. Like the rest of the nation, we are deeply moved and feel we have a responsibility to be supportive in helping those impacted by the devastation Hurricane Sandy caused,” said Amit Kleinberger, CEO of Menchie's Group Inc in a press release. Cause-Related Marketing does a world of good. On Friday, Nov.

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Cause Related Marketing

AUGUST 13, 2012

Trade groups exist to provide service to their members; research and publications, marketing and branding, lobbying and training, tradeshows and meetings, and the like. And now, one other thing they can do is to enable members to cause market. Does this satisfy as a cause marketing effort? Cause-Related Marketing does a world of good.

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Cause Related Marketing

JULY 29, 2013

and thereby begged the question, what does it takes to have a multi-decade cause marketing relationship between a cause and a sponsor? Too many cause marketing relationships, in my estimation, resemble speed-dating more than long-term marriage. There can be good reasons for short-term cause marketing relationships. But most causes and sponsors benefit more from long-term marriages than short-term hookups, the main benefit being continuity.

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Cause Related Marketing

MAY 25, 2012

It’s also fair game for cause marketing around military veterans and causes. Regular readers know how much I love those big budget cause marketing campaigns. In general cause marketing plays upon the social psychology concepts of reciprocity and social proof. Cause-Related Marketing does a world of good. holiday cause marketing Kroger reciprocity Piano Liquidators Social Proof memorial day cause marketing Disabled American Veterans

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Cause Related Marketing

JUNE 26, 2012

Not all cause marketing is meant to get directly you to buy something. Aside from the timeliness, this cause marketing promotion is an especially close fit between AAA and the cause. Not all cause marketing means to have you purchase something right now. And AAA of Northern California has developed a cause marketing campaign that has real appeal. Cause-Related Marketing does a world of good.

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Cause Related Marketing

MAY 11, 2011

I asked him to address the topic of Cause Marketing in Nigeria. Cause marketing is not new to any tribe (industry, nation, state, or professional association). The challenge in implementing cause marketing is how to be involved, where to be involved and when to be involved in order to create right impression and get maximum value. Many get involved in causes that the top management feel good about without any strategic consideration.

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Cause Related Marketing

APRIL 12, 2011

Jose has a half-dozen years experience in cause marketing in North America’s second largest country. With this post, Jose gives us an update of where cause marketing has been in Mexico and what it’s future might be. If you're a cause marketing blog reader from a country other then the USA and would like to pen a guest post about cause marketing in your country like Jose has, please contact me: aldenkeene at gmail dot com.

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Cause Related Marketing

FEBRUARY 22, 2013

Meanwhile, Warby Parker is famous inside and outside of cause marketing circles for its use of BOGO, buy one-give one. While infectious disease as a cause of visual impairment in the developing world has been greatly reduced in the last 20 years, it’s a fact that 80 percent of visual impairment can be avoided or cured. Cause-Related Marketing does a world of good.

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Cause Related Marketing

SEPTEMBER 19, 2012

Cause marketing sponsors might have several reasons for engaging in cause marketing including boosting sales, building brand, and bolstering PR, among others. One of those goals might also be to give customers a good reason to come back after supporting a cause. At the left is a current cause marketing campaign from Arby’s on behalf of a fundraiser called Happy Not Hungry that benefits childhood hunger fighting efforts from the Arby’s Foundation.

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Cause Related Marketing

MAY 27, 2013

Memorial Day is a federal holiday, but also a day to do a little cause marketing. CSX, whose revenue (or turnover as our friends in the UK put it) is nearly $12 billion, is an interesting sponsor for a cause marketing effort. But a consumer on the East Coast would be no less hard-pressed to buy a consumer product that CSX hasn’t had some hand in delivering to market. Cause-Related Marketing does a world of good.

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Cause Related Marketing

JUNE 19, 2013

Two professors at the Ohio State University have a new take on the benefits of cause marketing; it helps keep supplier pricing in check. Their paper, called “ A Supply-Side Explanation for the Use of Cause Marketing ” by Anil Arya and Brian Mittendorf, starts with the proposition that, “firm profits under simple(non-strategic) corporate philanthropy wherein the firm pledges a donation amount to charity. Cause-Related Marketing does a world of good.

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Cause Related Marketing

MAY 14, 2012

The production of a cause marketing proposal is a very big topic. Today’s piece of it; "preparing for every contingency in your cause marketing proposal." Let’s say hypothetically that you’ve made your best cause marketing pitch to a would-be sponsor. Trouble is, unbeknownst to the marketing staff, the CEO had promised a campaign to another cause. The marketing department doesn’t think they can or should do both this year.”

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Cause Related Marketing

FEBRUARY 27, 2012

Curtis Jackson, aka 50 Cent visited the horn of Africa in September 2012 hosted by the United Nations and committed to provide 1 billion meals to the World Food Programme over the next five years, funded in part by several cause marketing efforts. The cause marketing baked into Street King coupled with 50 Cent’s celebrity is a way to help break through the clutter and grease the always-challenging distribution channels. He also has cause marketing bona fides.

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Cause Related Marketing

MAY 31, 2013

Two surveys out this week uncover new insights about the push and pull of cause marketing. In the first, the Cause Marketing Forum looks for million-dollar cause marketing campaigns at checkout and finds 63 of them generating a total of $358.4 The Cause Marketing Forum is meeting in Chicago so I haven’t had the chance to talk with them, but I suspect that in the years to come this survey will turn up much bigger numbers.

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Cause Related Marketing

FEBRUARY 8, 2012

On the heels of my posts on games and cause marketing in this space and at MediaPost.com , people have been asking me about how so-called 'gamification' can be used in cause marketing. Part of the answer has already been provided by Joe Waters (and others) in their coverage of Foursquare, which can be easily utilized in cause marketing. Zynga and its suite of games have done meaningful cause marketing, notably for disaster relief in Haiti and Japan.

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Cause Related Marketing

AUGUST 22, 2012

Little Mac’s tale of dental woe makes for a good story, but it raises the thorny issue of whether or not to use a cause marketing promotion for just a single issue. But, on the other hand, one of the appeals of cause marketing for charities is that because it often comes in pennies at a time, you don’t have to play that game whereby you have to earmark donations where the donor designates. How do cause marketers strike a balance?

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Selfish Giving

JANUARY 5, 2011

Last January I wrote a post on What is Cause Marketing? Over the past year I’ve gone back to that post many time and reread the comments again and thought about how I was defining cause marketing. Cause marketing is a partnership between a nonprofit and a for-profit for mutual profit. In last year’s post I wrote that cause marketing involved three types of programs: point-of-sale , percentage-of-sale and licensing.

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Cause Related Marketing

OCTOBER 15, 2012

Done right, cause marketing can be a terrific branding tool for the cause and the sponsor. It’s easy to slap together a transactional cause marketing campaign for some consumable item; a box of Kleenix, a candy bar, a toothbrush. But when a consumer purchases an everyday item, that purchase probably doesn’t connect the cause, the sponsor, and the consumer at a very deep level. Cause-Related Marketing does a world of good.

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Cause Related Marketing

JANUARY 11, 2012

But it set me to thinking; what’s the 10-year future of cause marketing, nonprofit fundraising and corporate social responsibility? I put on my Merlin cap and came up with these three ideas: Big Data and Cause Marketing. Part of that data will be records of you buying Campbell’s soup instead of Lipton, buying a bracelet at Starbucks that supports some cause. Crowd-Sourcing Your Idle Hours for a Cause. What do you see in 10 years for cause marketing?

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Cause Related Marketing

FEBRUARY 14, 2013

Yeah, but isn’t the cause marketing component just a way to pay off the joke? Cause-Related Marketing does a world of good. Causerelatedmarketing.biz is dedicated to highlighting and dissecting the best and the worst cause-related marketing promotions and campaigns. ClearHart Joseph Pineda KillSwitch Facebook mobile apps American Heart Association Clara de Sota cause marketing

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Cause Related Marketing

JUNE 21, 2012

I’m delighted to offer a guest post today by my friend and cause marketing colleague David Hessekiel, the founder and president of the Cause Marketing Forum and the co-author of the new book on cause marketing called Good Works , out as June 5, 2012. David co-wrote Good Works with marketing legend Phillip Kotler and Nancy Lee. One of the fabulous yet sometimes frustrating aspects of cause marketing is its diversity.

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Cause Related Marketing

JANUARY 18, 2012

At left is a Subaru, which offers its own cause marketing effort called Share the Love.) All of which begs the question, how might auto shows utilize cause marketing in their promotional mix? Cause-Related Marketing does a world of good. Causerelatedmarketing.biz is dedicated to highlighting and dissecting the best and the worst cause-related marketing promotions and campaigns. It’s prime auto show season right now across the country.

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Cause Related Marketing

SEPTEMBER 17, 2012

So how should a corporate sponsor go about sniffing out a cause marketing partner? One is that you should pick causes that have some sort of link to your business. Instead, it will seem like 'cause-nitive dissonance' and they’ll just ignore it. Certainly there are plenty of sponsors who really don’t care that much about the cause. They find a charity that can fill their requirements for a one-time promotion and move along to another cause after that.

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Cause Related Marketing

JUNE 12, 2013

In the May 2013 and June 2013 issues of Outside magazine CamelBak ran an ad for its new All Clear water-purifying bottle that looks for all the world like cause marketing. This is faux cause marketing from a company that has done plenty of legitimate cause marketing over the years, notably for causes like Water.org. But there’s no cause here except Garrett’s good health. Cause-Related Marketing does a world of good.

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