Skip to main content

Limited-Edition Cause-Related Marketing

Still selling $15 pink hoodies and $28 cosmetic bags to benefit your charity? That’s so 2006!

Right now is selling limited-edition handbags to benefit the Audrey Hepburn Children’s Fund. Audreybags, like the Trocadero to the left, are made of canvas and feature images of the timeless beauty that is Audrey Hepburn.

Only 36 of each handbag is made. Prices range from $325 to $825. The Trocadero clocks in at $725.

I love Audrey Hepburn. But I can’t imagine paying $725 for a canvas handbag (I don’t carry handbags so I can’t imagine paying even $25 for one). But isn’t targeting me. They’re targeting high net worth individuals.

If you sell merchandise as a part of your cause-related marketing or fundraising you might strongly consider targeting a similar audience.

Here’s why.
  • According to the 2007 World Wealth Report from Merrill Lynch and Capgemini, the number of high net worth individuals… people with net assets of $1 not including their primary residence… increased 8.3 percent over 2005.
  • There are now 9.5 million people (!) worldwide who meet this standard.
  • The number of ultra-high net worth individuals… those worth at least $30 million not including primary residences… grew by 11.3 percent year over year to 94,970.
  • High net worth individuals now hold more than $37.2 trillion in wealth, a gain of 11.4 percent over 2005.
  • The wealth is real, driven in part by gains in GDP and market capitalization growth.
  • The total wealth of high net worth individuals is expected to grow at an annual rate of 6.8 percent through 2011, rising to $51.6 trillion.
In short, there are plenty of people who can afford an Audreybag.

But will they buy it? That depends on how shrewdly markets their wares. Can Audreybag reach their audience effectively? Will Audrey Hepburn’s considerable cachet translate into the status that high net worth individuals often crave? Is 36-count limited edition exclusive enough? What will they do with inventory should it not sell? Is the online direct-to-consumer sales channel sufficient by itself?

There are other charities that could pull off something like Audreybag. Perhaps yours is one of them.


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…

Five Steps To Nurture a 30-Year Cause Marketing Relationship

Last Monday, July 22, 2013, March of Dimes released the annual results of its campaign with Kmart... now in its thirtieth year... and thereby begged the question, what does it takes to have a multi-decade cause marketing relationship between a cause and a sponsor?

In the most recent year, Kmart,the discount retailer, donated $7.4 million to the March of Dimes, bringing the 30-year total to nearly $114 million. March of Dimes works to improve the health of mothers and babies.

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 trades on the trust that people, usually consumers, put in the cause and the sponsor. The longer the relationship lasts the more trust is evidenced.

There's also a sponsor finding cost that…