Skip to main content

Reponse to Sandra Sims

List-Schmist?

Sandra Sims had a comment on the recent post about the Muscular Dystrophy Association’s “e-Shamrock” campaign. Her points were so interesting that rather than respond to her via Blogspot's clumsy comments system, I thought I'd post directly to the blog.

Sandra's comments are here in italics, followed by my response.
“This is an interesting update to the paper icon campaigns. When Chili's did their campaign for St. Judes at their restaurants last year they had an online site where you could create a pepper and print it out, though they didn't charge for it. So that ability, with a donation, would be another good suggestion.

MDA could have also added to Honor/Memory of component by sending an email to the person it was made in Honor/Memory of.

I think your points about it going viral and the fact that MDA builds a list are two of the campaign's strongest points.

Though the question is how strong is that list? If the people are donating low amounts and possibly doing so only because a celeb endorses it, are they really good potential repeat donors?”


Hi Sandra:

I think you're spot on here and your suggestions for improving the MDA's campaign are good. Thanks for your comments.

To your point about the strength of the list resulting from the campaign: I would argue that the MDA must segment their e-Shamrock list, rather than dumping it into their master list.

If they do that... and don't try and over-solicit it... the list could do just fine for them over the years.

That's because there's so little cost in soliciting via the Internet. It's not like direct mail where the package might cost a dollar and the postage is another $.22 cents, give or take. In that paradigm, you eventually stop sending solicitations to people who once sent you a $10 check.

Once the system is in place, the cost of soliciting a donor is basically free and even the transaction cost would be just pennies. Even the biggest charities pay a few pennies for printing their paper icons.

In this paradigm even a donation of $1 is meaningful.

Best wishes,
Paul

Comments

Anonymous said…
Hey Paul,
Am loving your blog & group. It has certainly inspired me to start my own blog. I have you on my blogroll at www.m-cause.com

all the best,
Ryan
Sandra Sims said…
Great point on segmenting. Thanks for the response-post. ;)

Popular posts from this blog

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…

Cause-Related Marketing Meets Microfinance

Kiva.org and Advanta.com Mix it Up

You’d have had to have been in Ulaanbaatar, Mongolia the last year or so to have missed the run up of microfinance. Between 2004 and 2006 more than $4 billion of capital flowed into microfinance institutions. All told experts say the total loan microfinance loan portfolio may be as much as $12.5 billion. And of course the father of microfinance, Muhammad Yunus won the 2006 Nobel Peace Prize. Microfinance is now so respectable, so effective, (so profitable!) that it’s already enjoying its first global backlash.

Actually that first sentence is hyperbole. Because even in Ulaanbaatar… far from almost anywhere on the vast, frigid steppes of Mongolia… microfinance is thriving such that the earliest recipients of micro loans there are now complaining about taxes and government bureaucracy! And May 29-31, 2008 the Conference of Microfinance Institutions will convene in Ulaanbaatar, the eleventh such annual conference.
Now Advanta, a credit card issuer to small…

Cause Marketing Beer with BOGO, Brew One Give One

On Monday’s post I touched on the topic of telling people what your cause marketing campaign accomplished when completed. I’ve recommended this approach to clients as a way to keep open the lines of communication with customers and clients and to get extra value from the campaign.

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.

But what if that really cuts across the grain in your organization? What if it’s just not in your corporate DNA to do anything but to frontload your cause marketing activation? Well, then, add the report back to the activation of your next cause marketing effort.

New Belgium Brewing of Ft. Collins, Colorado, said to be the seventh largest brewery in the United States, did just that with this ad in Sunset magazine. I found this ad in the Alden Keene Cause Marketing Database.

New Belgium donates $1 for every barrel it brews and sells. It’s a BOGO cause marketing effort, Buy One Give One. …