Skip to main content

Follow Up on US Airways Cause-Related Marketing Campaign for RIF

A note from Paul Jones of the Cause-Related Marketing Blog. One of the things I don't do often enough is update past postings.

With this, I bring up-to-date two postings from April 1 and April 3 of 2008 about US Airways' cause-related marketing campaign for Reading Is Fundamental called "Fly With Us. Read With Kids." What follows is from RIF's post-campaign email that arrived in my email today.



Thank you for participating in the Read with Kids Challenge, a partnership between RIF and US Airways.

More than 16,500 adults logged 3.8 million minutes read to children, far surpassing our goal of 1 million minutes!

The RIF network is full of dedicated supporters and we are delighted that you’ve joined our work!

Did you know that RIF is the nation’s oldest and largest nonprofit children’s literacy organization?

With 3,500 programs, RIF motivates young children to read by working with children, their parents, and community members to make reading a fun and beneficial part of everyday life.

Take a look at some of last year’s accomplishments:
• We provided 16 million new books to children at no cost to them or their families.
• We served more than 4.6 million children at nearly 19,000 RIF sites in the U.S. through book distributions and literacy programs.
• We added 150 new programs, serving an additional 370,000 children.

Though RIF serves an amazing 4.6 million children each year, there are still 13 million U.S. children in poverty. These children need your help. Make your online gift today and help us reach more children in need.

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…

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…