Skip to main content

Evaluating Your Cause-Related Marketing Campaign--Sponsor

If you’re the sponsor of a cause-related marketing campaign, you’re in the green room, you’re in a makeup chair and you’re sitting pretty.

Here’s what I mean. When I was writing the Children’s Miracle Network (CMN) Telethon a representative from one of CMN’s largest sponsors used to avail herself of the same makeup services provided for celebrity hosts and guests. Strictly speaking this was verboten. While she appeared on air during sponsor segments, CMN had a separate makeup area for sponsors.

She had some thin excuse why she couldn’t use the regular makeup services… skin allergies or something. At any rate, everyone from CMN in a position to raise the issue with her chose to let it go. She had a famously volatile personality and the sponsorship was worth several million dollars. If she took up a little face time with same makeup artist that did Jane Seymour on Dr. Quinn Medicine Woman, what did it really matter?

It’s not so different when it comes to evaluating the success of a cause-related marketing campaign. While the charity and the agency in a cause-related marketing campaign should have their own criteria for measuring a campaign’s success, the criteria that matters most comes from the sponsor.

It’s the golden rule in action; she who has the gold, rules.

So what should the sponsor measure and evaluate?
  • Media impressions and their ‘quality.’
  • Dollars raised (if it’s that kind of campaign).
  • Perhaps, new customers.
  • Customer opinion surveys measured against prior years.
  • The campaign as it compares against competitors and similar campaigns.
  • Parents pissed off collecting boxtops and labels for their kids’ school.
When it comes to gauging external audiences, most of these measurements suggest themselves and so I won’t go further.

But I would argue that one area that sponsors, nonprofits and agencies frequently miss is the measurement of their internal audiences, including employees, vendors, partners, management, etc.

A well-imagined and executed cause-related marketing campaign can help give a company real personality. Cause-related marketing at some companies helps with employee loyalty and retention. Moreover, with their money or their time, internal audiences often ‘pay’ for a good chunk of cause-related marketing campaigns.

Wouldn’t it be good to know if your employees find the campaign to be unrewarded drudgery? Or, that your vendors would happily pay more for their participation in the celebrity golf tourney? Isn’t that information worth knowing as you mull over your participation in next year’s campaign?

Comments

Popular posts from this blog

Three Ways to Be Charitable

I’ve spent a big chunk of my career working with or for charities. Many of my dearest and ablest friends are in the charity ‘space.’ And the creativity and problem-solving coming out of the nonprofit sector has never been greater.  Although I’ve had numerous nonprofit clients over the last decade or so, I haven’t worked in a charity for about 12 years now, which gives me a certain distance. Distance lends perspective and consequently, I get a lot of people asking me which charities I recommend for donations of money or time. My usual answer is, “it depends.” “On what?” they respond. “On what you want from your charitable activities,” I reply. It sounds like a weaselly consultant kind of an answer, but bear with me for a moment. The English word charity comes from the Latin word caritas and means “from the heart,” implying a voluntary act. Caritas is the same root word for cherish. The Jews come at charity from a different direction. The Hebrew word that is usually rendered as charity is t…

Top Eight Cause-Related Marketing Campaigns of 2007

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

More cause-related marketing campaigns are unveiled every day across the world than I review in a year at the cause-related marketing blog. And, frankly, I don’t see very many campaigns from outside North America. So I won’t pretend that my annual list of the top cause-related marketing campaigns is exhaustive.

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.


Chilis and St. Jude Children’s Research Hospital
I was delighted by the scope of Chilis’ campaign for St. Jude Children’s Research Hospital. As you walked in you saw the servers adorned in black co-branded shirts. Other elements included message points on the Chilis beverage coas…

Unconventional Metrics of Cause Marketing Power

The printed edition of Fortune Magazine runs a regular feature called ‘My Metric’ wherein business leaders identify informal but telling measures of current economic activity.

In the January 17, 2011 Michael Glimcher, CEO of Glimcher Realty Trust cited as his metric an increased number of black cars on the streets of New York City as a sign of the U.S. economy’s (still pending?) resurgence.

That got me thinking, what unconventional metrics evidence the power of certain cause marketing efforts?

One immediately leapt to mind, although only General Mills, which makes Yoplait yogurt in the U.S., can measure it.

The Yoplait lid at left... which I purchased in December 2010... can NOT be redeemed for a $0.10 donation to Susan G. Komen for the Cure. Instead it promotes Yoplait’s sponsorship of Komen’s Race for the Cure events, which are numerous.

But I’d bet you a six-pack of Yoplait Greek Honey Vanilla that people nonetheless still send in some number of the lids above in an attempt to redeem th…