At Alden Keene we use a handy-dandy chart we call “The Five Flavors of Cause-Related Marketing” that helps us build cause-related marketing campaigns for our clients. That’s the same chart I send you when you sign up for the Cause-Related Marketing GoogleGroup.
Until now, I’ve never published it on the blog. But the time seems ripe to share a version of it with all my readers. The chart we use is in graphic form and has more information. But what follows is substantially the same.
I need to give props to Professors Michael Jay Polansky and Richard Speed of the University of Newcastle and University of Melbourne respectively in Australia, who published it in their paper called “Linking Sponsorship and Cause-Related Marketing.”
Without further ado, The Five Flavors of Cause-Related Marketing:
That’s the wide-world of cause-related marketing in five bullet points. Everything in cause-related marketing is just a variation on one of these themes.
- Broad-Based. A large campaign, perhaps one the runs year-round, and generally has no limits on the donation that might be made. Example: the General Mills Box Tops for Education effort.
- Limited. A campaign where the amount of donation is capped. For instance: Five pence goes to charity for each litre of petrol pumped up to ₤100,000.
- Market focused. A campaign that targets a specific market. Example: A credit card issuer gives $3 to charity every time a new customer signs up for their card.
- Replacement. In this type of campaign the donation has already been made or pledged to the charity and the fundraiser serves to replace that donation.
- Multiphase. In a multiphase campaign, there may be several steps leading up to the donation. For instance, the Silk Soy Milk campaign that requires you to enter a number from the carton’s green cap, and which also enters you into a sweepstakes.
Labels: General Mills BoxTops for Education, Silk Soymilk, The Five Flavors of Cause-Related Marketing