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Cantilena Music and the Cantilena Music Foundation

Sweet Music to the Cause-Releated Marketer's Ears

Is there any setting that cause-related marketing couldn’t be effectively utilized?

People ask me that question from time to time and my usual answer is “probably, I just haven’t found it yet.”

Once best known as a packaged goods promotion, nowadays cause-related marketing is even successfully used in B2B settings, although I’ve never heard any writer or researcher address that particular wrinkle.

So I’m not surprised to find cause-related marketing utilized by Cantilena Music, which provides commissioned music for companies, weddings, birthday and valentines gifts, and the like in packages ranging from $1,800 to more than $5,500. The price varies based on how many instruments the commission is to be written.

Cantilena… which means a “sustained, smooth-flowing melodic line”… coordinates musical commissions for its stable of composers. As the commissioner you get a classical-style piece several minutes long, the sheet music signed by the composer, and a CD with the recorded composition.

Here’s the cause-related marketing component: 15 percent of every commission goes to the Cantilena Music Foundation which “funds children who are hard of hearing.” That's appropriate the website points out, because not only was Beethoven a famously hard of hearing composer, so too were Frenchman Gabriel Faure and Czech Bedrich Smetana.

Beneficiaries include “the underprivileged in developing countries: as well as hospital patients through the donation of money and equipment for music therapy.” They also supply hearing aids.

That vagueness is a problem. They’ll certainly want to clarify that before too much time passes. Still, I have to applaud Cantilena for applying cause-related marketing not just tactically, but strategically; CRM is plainly a meaningful part of their business plan.

This is further proof that cause-related marketing is making inroads with high-dollar products and services.


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Top Eight Cause-Related Marketing Campaigns of 2007

Yeah, You Read it Right. It's a Top 8 List.

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But, like any other self-respecting blogger, I won’t let my superficial purview stop me from drawing my own tortured conclusions!

So… cue the drumroll (and the dismissive snickers)… without further ado, here is my list of the eight best cause-related marketing campaigns of 2007.

My list of the worst cause-related marketing campaigns of 2007 follows on Thursday.

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In other words, you’ll want to hold back some of the promotion’s budget to continue to activate the effort until the very end.

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