Cause Marketing and Branding

Cause Related Marketing

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.

Cause Marketing Miscellanea

Cause Related Marketing

Three different cause marketing efforts worth calling your attention to. 16 participating Menchies will donate 10 percent of sales to the American Red Cross for Hurricane Sandy relief. The campaign is activated via in-store promotional materials and public relations.

Book Giveaway: Cause Marketing for Dummies by Joe Waters and Joanna MacDonald

Wild Woman Fundraising

Cause Marketing for Dummies by Joe Waters and Joanna MacDonald. I’ll be honest, before I picked up this book my interest in Cause marketing was pretty much zero. I just received this book in the mail last week, and so far, I love it!

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. But it works and it helps both brands.

Bounceback Cause Marketing

Cause Related Marketing

Cause marketing sponsors might have several reasons for engaging in cause marketing including boosting sales, building brand, and bolstering PR, among others. Arby’s could also extend the cause marketing part of the promotion to the bounceback as well.

Cause Marketing Google Glass

Cause Related Marketing

Google Glass is basically a computer that allows you to take a picture or record video of whatever you’re seeing using voice commands, and then send it off to your social network. Google is holding an essay contest on Twitter and Google+ to recruit beta testers.

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Cause Marketing for the Disrespected

Cause Related Marketing

I typed that phrase in Google and got 444,000 results. I’m sure there are legitimate and above-board timeshare operators, but they seem to be a pretty well-kept secret. 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.

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?

Cause Marketing Valentine's Day

Cause Related Marketing

After all, there's your ex every other post on your Facebook wall and scattered all throughout your timeline. Yeah, but isn’t the cause marketing component just a way to pay off the joke? Cause-Related Marketing does a world of good.

Cause Marketing Goes to the Dogs

Cause Related Marketing

Shep may be loyal, true, affectionate and well behaved… the best thing that’s ever happened to you. But you love Shep and want the world to know it. Best of all, “30 percent of the proceeds” from the sales of the pendant benefit the Millan Foundation’s DEAR Fund.

Matching Cause and Sponsor in Cause Marketing

Cause Related Marketing

Trey Watson owns a fruit tree nursery in East Texas called Legg Creek Farm and so naturally when he decided to do some cause marketing he choose congenital heart defects. Wait a minute, you say, a fruit tree nursery and congenital heart defects?

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. And sometimes all of those adjectives at once! Here in date order of the original post are my top eleven Best Cause Marketing Efforts of 2011.

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Transactional Cause Marketing Is Not the Boogeyman

Cause Related Marketing

For a short while signs have appeared that seem to suggest that a company’s halo shines just as brightly whether they sponsor a transactional cause marketing effort as when they just make a lump sum pre-donation and promote that. Cause-Related Marketing does a world of good.

(Re)Defining Cause Marketing

Selfish Giving

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. They include: Point-of-sale.

Memorial Day Cause Marketing

Cause Related Marketing

It’s Memorial Day on Monday in the United States, a Federal holiday that recognizes the men and women who served in the military and died. 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. But, then again, Kroger is a $90 billion (sales) company. Cause-Related Marketing does a world of good.

Good Cause Marketing Lessons From Bad PR

Cause Related Marketing

Causemarketing.biz, this humble little site you’re reading right now, is the Interweb’s largest, most diverse and comprehensive blog on cause marketing. Maybe the site's size and renown explains the volume of off-topic pitches I get from well-meaning PR people.

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

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L.L. Bean's Cause Marketing in Six Words

Cause Related Marketing

Twice now I’ve written about cause marketing campaigns that can be summed up in six-words. Both times I heard back from readers inspired to pen their own cause marketing summation in six-words. The campaign started on January 1, 2012 and wraps on December 31, 2012.

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The Cause Marketing Proposal

Cause Related Marketing

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. It’s smart, strategically appropriate, and well activated across new media and old. You’re certain your prospect’s customers will get it and respond.

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.

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The Legalities of Cause Marketing

Cause Related Marketing

In the United States the practice of cause marketing is subject to governmental regulations, mainly at the state and local level. On that count, today’s post on the legalities of cause marketing comes courtesy of a guest poster, Maria E.

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Fun Cause Marketing Promotion, Wrong Holiday

Cause Related Marketing

Memorial Day is a federal holiday, but also a day to do a little cause marketing. CSK, the big railway company is doing just that with their campaign on behalf of the Wounded Warrior Project called, Drop and Give Them 10. Drop and give me ten is an American colloquialism that means to do ten pushups. When you do 10 pushups and visit the campaign website and affirm that you did yours, CSX will donate a dollar to the Wounded Warrior Project.

Gamifying Cause Marketing

Cause Related Marketing

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. Big brands like Coke and General Mills have built games into their cause marketing strategies.

The Marriage of Cause Marketing and Weddings

Cause Related Marketing

It’s wedding season and what with Prince William and Catherine Middleton celebrating their second anniversary this month (and the coming birth of their first child) it’s time to think again about the marriage of weddings with cause marketing. William and Kate’s marriage lead to an avalanche of collectables for sale. James’s Park, Big Ben and the Houses of Parliament and finally to Buckingham Palace for the wedding reception.

Impious Cause Marketing?

Cause Related Marketing

I saw a recent post on Just Means critical of Kellogg’s new cause marketing campaign called ‘ Share Your Breakfast ’ and I wondered, should sinners or the impious be permitted to pray? Again, it contains HFCS and 11 gms of sugar. It also makes and sells unhealthy food.

Avon and 100% Donation Cause Marketing

Cause Related Marketing

Why not just follow MAC Viva Glam lipsticks and glosses lead and give 100% of sales of this product to Avon Breast Cancer Crusade? The short answer is those Avon ladies need all the sales arrows in their quiver that they can get. They need a low-threat way to talk about Avon products and the Avon business opportunity. Plus, basically giving a product away for the price of a donation to a good cause creates a natural desire to reciprocate in some way.

Yes and Yes Pink Ribbon Cause Marketing

Cause Related Marketing

4 post titled, ‘Transactional Cause Marketing is Not the Boogeyman.” In it I dismissed people who get heartburn from the practice of transactional cause marketing, that is, when a purchase triggers the donation. Here’s what I wrote then : “Transactional cause marketing is a promotion. So are coupons, sales flyers, sampling, among many others. Cause marketing pulls many of the same psychological strings. And so it’s not the same.”

Co-Sponsorship and Cause Marketing

Cause Related Marketing

All cause marketing is a form of co-branding. But one kind of co-branding is far less common in cause marketing than in sports sponsorship, namely the kind of co-sponsorship you see at the left in this page from a Shopko sales flyer. Some charities have done this kind of co-sponsored cause marketing with certain media properties. And notice how smart the match is between Iams, the premium pet food brand and Febreze, the household odor eliminator.

Cause Marketing About Nothing

Cause Related Marketing

In the TV show Seinfeld Jerry and George pitch NBC a sitcom they said was about nothing. NAIL has already sold the effort to food banks in Ohio and 'Nothing' is due to launch today, Thursday, July 14, 2011 in benefit of the Vermont Foodbank. Cause-Related Marketing does a world of good.

A Turnkey Cause Marketing Promotion for Restaurants

Cause Related Marketing

If you’re a restaurant, even in the quick-service category, it’s hard to imagine a transactional cause marketing campaign you could launch more easily or quickly than a dessert promotion. Drinks could, however, be a bad mix for certain causes.

Our Inadequate Use of the Internet in Etail Cause Marketing

Cause Related Marketing

percent of total retail sales in the second quarter of 2012, up from 4.6 Almost everyone see etail’s percentage of total retail sales doubling and even trebling in the next three to five years. Naturally a lot of cause marketing has migrated to etail as well.

High Caliber Cause Marketing

Cause Related Marketing

Now cause marketing is lending a helping hand to the gun buyback program in Newark, New Jersey, a city of 275,000 about 10 miles west of Manhattan. Here’s how it works: Jewelry for a Cause , headquartered in Greenwich, Connecticut buys shredded handguns from the city of Newark.

Cause Marketing In the Zeitgeist

Cause Related Marketing

Jay-Z, rapper, impresario, and would-be member of the Forbes 400 is in the news because his Rocawear line of clothing sold a T-shirt that co-opts the attention given to Occupy Wall Street, but fails to share with OWS any proceeds from sales. Cause-Related Marketing does a world of good.

In This Post I Get Defensive About Cause Marketing

Cause Related Marketing

Chau asked Hemingway the following: “Why doesn’t cause marketing work?” Taking garbage questions like this out to the back alley and shooting them? As a practice, cause marketing has been grown faster than the rate of inflation for 20 years.

Lessons on Cause Marketing From Fred Astaire

Cause Related Marketing

In 1946 Fred Astaire and Gene Kelly did an extended song and dance number called the Babbitt and the Bromide in the 1946 MGM musical Ziegfeld Follies. As was typical of the choreography of both men, when Astaire and Kelly danced together their steps mirrored each other.

Charmed Cause Marketing

Cause Related Marketing

In their hearts and souls they aspire to make the world a better place. Here's a case study: In 2008 siblings Paige Cahue, Gage Cahue, and Tristan Garber… of Indianapolis… developed charms that fit through the eyelets of shoes. Cause-Related Marketing does a world of good.

Cause Marketing Thongs to Benefit Microfinance

Cause Related Marketing

Black is selling women’s thongs to benefit microenterprises in the United States, Brazil and India. Empowered By You panties are seamless thong-style panties available at a handful of online and bricks and mortar outlets. Cause-Related Marketing does a world of good.

Pink Ribbon Cause Marketing Doing Its Job Again

Cause Related Marketing

There are subtypes that are more deadly and less receptive to current therapies, including a variety known as triple negative breast cancer. And so it’s especially challenging for clinicians to dial in the right chemotherapy for women battling TNBC.

Cause Marketing That was Born This Way

Cause Related Marketing

But I'm not too groggy to deliver a cause marketing post that is directly related to today, Black Friday 2012. During the Black Friday sales event at Macy’s today through Sunday, the retailer will donate $10 for every bottle of Lady Gaga ‘Fame’ fragrance sold.

Let's Clear Out This Cause Marketing Logjam

Cause Related Marketing

Suppose you’re a small entrepreneur with a generous impulse and you want to offer sponsorship dollars to one or more charities, especially prominent ones. Hila Shmilovich, an enterprising entrepreneur launching a cause-based apparel company called Karma52, is finding it tough going. That’s because the biggest causes ask for (and get) large upfront commitments from would-be sponsors. But in their caution, causes are leaving money on the table.

A Punch List for Charity Cause Marketers Looking for Sponsors

Cause Related Marketing

New research released this week finds that women are more price sensitive than men on almost every product and service category. Since cause marketing has been shown to help companies preserve pricing power , and since women are more responsive to cause marketing than men, the research is a virtual punch list for charities looking for sponsors who need help. But well-designed cause marketing can help companies preserve pricing power.

The Paradox of Pink Ribbon Cause Marketing

Cause Related Marketing

At mid-morning I stopped at my grocer’s deli and picked up a little smoked turkey. Later I was looking for one of those clear film protectors for my mobile device and I came across a local firm that sells just the thing. Oh, and they donated 5% of online sales in October to the Breast Cancer Research Foundation. Without much effort we could list dozens of pink ribbon cause marketing efforts that take place each fall.

Using Cause Marketing to Reward Volunteers

Cause Related Marketing

is a mobile app that let’s businesses reward charitable behavior from charity volunteers with discounts and coupons. Here’s how it works: volunteers grab the app and sign up in either ‘say cause’ or ‘do cause’ categories. Cause-Related Marketing does a world of good.