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.

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Chili’s and St. Jude Children’s Research Hospital

I was in Chili’s today and I ordered their “Triple-Dipper,” a three appetizer combo. While I waited for the food, I noticed another kind of combo. Chili’s is doing a full-featured cause-related marketing campaign for St. Jude Children’s Research Hospital. There was a four-sided laminated table tent outlining the campaign on the table. When the waitress brought the drinks she slapped down Chili’s trademark square paper beverage coasters and on them was a call to action for an element of the campaign called ‘Create-A-Pepper,’ a kind of paper icon campaign. The wait staff was all attired in black shirts co-branded with Chili’s and St. Jude. The Create-A-Pepper paper icon could be found in a stack behind the hostess area. The Peppers are outlines of Chili’s iconic logo meant to be colored. I paid $1 for mine, but they would have taken $5, $10, or more. The crayons, too, were co-branded with the ‘Create-A-Pepper’ and St. Jude’s logos. There’s also creatapepper.com, a microsite, but again wi...

Part 2: How Chili's Used Cause-Related Marketing to Raise $8.2 million for St. Jude

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A Clever Cause Marketing Campaign from Snickers and Feeding America

Back in August I bought this cause-marketed Snickers bar during my fourth trip of the day to Home Depot. (Is it even possible to do home repairs and take care of all your needs with just one trip to Home Depot / Lowes ?) Here’s how it works: Snickers is donating the cost of 2.5 million meals to Feeding America, the nation’s leading hunger-relief charity. On the inside of the wrapper is a code. Text that code to 45495… or enter it at snickers.com… and Snickers will donate the cost of one meal to Feeding America, up to one million additional meals. The Feeding America website says that each dollar you donate provides seven meals. So Snickers donation might be something like $500,000. But I like that Snickers quantified its donations in terms of meals made available, rather than dollars. That’s much more concrete. It doesn’t hurt that 3.5 million is a much bigger number than $500,000. I also like the way they structured the donation. By guaranteeing 2.5 million meals, the risk of a poor...

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