Cause Related Marketing

Five Steps To Nurture a 30-Year Cause Marketing Relationship

Cause Related Marketing

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.

Cause Marketing With Sex Appeal

Cause Related Marketing

Klum, of course, is lovely and talented and STU2C is an admirable, innovative and hard-pressing cause. I’m always little chary when causes use sex to sell. Certainly other cause marketing campaigns use sex in their campaigns. Cause-Related Marketing does a world of good.

Trending Sources

Christmas Cause Marketing on TV

Cause Related Marketing

I started my cause marketing career back when gasoline cost about $1.15 And yet cheap as prices were back in 1992 do you think any sponsor would spring for even one national cause marketing ad on TV? Cause-Related Marketing does a world of good.

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.

Innovative Cause Marketing 'Inventory'

Cause Related Marketing

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.

Cause Marketing for the Disrespected

Cause Related Marketing

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.

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.

Kaizen and Cause Marketing

Cause Related Marketing

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.

Viva Cause Marketing!

Cause Related Marketing

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. Certainly, these can be elements of cause marketing.

The Five Habits of Great Cause Marketers

Cause Related Marketing

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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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. 3) Many cause marketers hated the KFC-Komen hook up a year ago.

Book Review of "Cause Marketing for Dummies" by Waters and MacDonald

Cause Related Marketing

That was 20 years ago… just eight years after American Express’s seminal cause marketing effort on behalf of the restoration of the neighboring Statue of Liberty… and a lot has changed. I’ll bet I’ve read 90% of the books written about cause marketing.

Can Cause Marketing Start a Cultural Meme?

Cause Related Marketing

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.

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. You’ll almost certainly come across the Cause. Mother Teresa Charles Keating Best Cause MarketingLook 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.

KPIs for Cause Marketers

Cause Related Marketing

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?

Mashing Up Loyalty Programs and Cause Marketing

Cause Related Marketing

But is there a potential match between loyalty programs and cause marketing? Marketing superstar Coke, which runs the gigantic MyCokeRewards.com rewards program, has placed its bet. But MyCokeRewards was founded as an effort to reward Coke purchasers, not their favored causes.

'Checkout' This New Cause Marketing Study

Cause Related Marketing

The question asks, in effect, when do you buy Progresso soup and when do buy Campbell’s soup, given that they both benefit education causes? Men seem to care less about transactional cause marketing than women. Cause-Related Marketing does a world of good.

Another Benefit to Cause Marketing: Better Supplier Pricing

Cause Related Marketing

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.

Implementing Your Cause Marketing

Cause Related Marketing

The cause marketing blog is, in large measure, an idea blog. It’s meant to help you, my faithful readers, to come up with ideas for better cause marketing. I ship every weekday when a new post goes up on the cause marketing blog.

Five Bad Habits of Cause Marketers

Cause Related Marketing

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.

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.

Cause Marketing: The Offer You Can Refuse

Cause Related Marketing

Wilking would have us believe is that cause marketing is irresistible. The Alden Keene Cause Marketing Database has samples of cause marketing efforts from Sigg as recently as 2009. No one loses their sense of free will when they see a cause marketing offer.

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. Thousands of cause marketing efforts take place each year. The $2, up to $1 million, went to Jaime Oliver’s cause.

Two New Surveys Show Consumers Expect and Support Cause Marketing

Cause Related Marketing

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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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. There’s the familiar pink ribbon, emblematic of breast cancer causes.

The Alden Keene Cause Marketing Stock Index Dramatically Outperforms Other Indices

Cause Related Marketing

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? I first floated the idea of a stock index that would track companies that do cause marketing back in 2009. The index, which I call the Alden Keene Cause Marketing Stock Index, or the ‘Keene’ for short, outperformed all those other major indices over the last 15 years. Cause-Related Marketing does a world of good.

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. It’s not so different when it comes to evaluating the success of a cause marketing campaign. Cause-Related Marketing does a world of good.

Where is All the Cause Marketing with Faith-Based Nonprofits?

Cause Related Marketing

In Feb 2013, I got an email from a remarkable student at the University of North Carolina, Chapel Hill who had an intriguing question: why isn’t there more cause marketing between sponsors and faith-based nonprofits? Based on the six interviews, it appears that, shoulder to shoulder, faith-based nonprofit organizations and faith-neutral nonprofit organizations do not enjoy the same windows of opportunities for cause-related marketing endeavors.

Camelbak Announces New Cause Marketing Effort for Water.org

Cause Related Marketing

Camelbak did a cause marketing campaign with Water.org last year wherein the hydration company created a specially-branded version of its water bottles that the charity sold as a fundraiser. Cause-Related Marketing does a world of good.

Tubbs Reports the Results of its Romp to Stomp Cause Marketing Event

Cause Related Marketing

Tubbs, which makes snowshoes, recently announced the result of its 11th annual cause marketing event called Romp to Stomp, which benefits breast cancer charities in the United States and Canada. This post is part of an occasional series when I announce the results of cause marketing efforts that I have posted on in the past. Cause-Related Marketing does a world of good.

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Cause Marketing on Packaging

Cause Related Marketing

Cause marketing with consumer packaged goods often takes place on packaging. While companies are sometimes loathe to forgo this valuable real estate, it’s almost always the case that the campaign sponsor and cause both benefit most when the packaging explains the campaign well.

Trade Show Cause Marketing

Cause Related Marketing

I spent a few hours at the Outdoor Retailers annual winter trade show on Friday, January 21, 2011 going from booth to booth and looking for notable cause marketing efforts. The least communicated message in cause marketing is “here’s what happened,’ so that’s a smart approach.

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. 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. Doesn''t that more clearly describe the cause marketing promotion? Cause-Related Marketing does a world of good.

Cause Marketing and Your Crowdfunding Project

Cause Related Marketing

One option is use cause marketing. Without testing the idea in some kind of A-B test, you can’t conclude that Shethinx wouldn’t have worked without the cause marketing BOGO. 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.

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. What are some examples of B2B cause marketing you’ve seen? Cause-Related Marketing does a world of good.

The Paradox of Pink Ribbon Cause Marketing

Cause Related Marketing

Without much effort we could list dozens of pink ribbon cause marketing efforts that take place each fall. No extra cost for splashing a pink ribbon on your marketing collateral. In the past I’ve termed the widespread availability of the pink ribbon ‘Open-Source Cause Marketing’ and it has its downside. Cause-Related Marketing does a world of good. Open Source Cause Marketing Pink Ribbon Pink Ribbon cause marketing cause marketing

Cause Marketing Triple Play

Cause Related Marketing

Plus 3 Network wants to turn your “sweat equity into social capital,” and they’re using a non transactional form of cause marketing to do it.Here’s what that means: You register at Plus 3, a kind of social media network, and then keep an online log of all your workouts.

Using BOGO Cause Marketing to Sell Razor's

Cause Related Marketing

A new e-tail website called Harrys.com launched last week with a BOGO cause marketing approach. Well, one way is with cause marketing and BOGO. “We Harry’s sells to men right now, but the causes they want to support are gender neutral. Notwithstanding the many worthy charities that support veterans and their families and fire fighters and /police officers, nobody cares specifically about ‘men’ as a cause. Cause-Related Marketing does a world of good.

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Cause Marketing in Your Grocer's Aisles

Cause Related Marketing

A recent trip to the grocery store turned into an opportunity to scope out some packaged goods cause marketing. I started near the bakery side of the store and then made my way to drinks aisle, looking for cause marketing wherever I could find it.

The World Series of Cause Marketing

Cause Related Marketing

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. The cause featured in Game 2 was the awarding of the 2011 Roberto Clemente Legacy award to David Ortiz, the designated hitter of the Boston Red Sox. Cause-Related Marketing does a world of good.