Matchmaking and Cause-Related Marketing

For at least five years now I’ve been looking for a means whereby Alden Keene could predict the potential fit between a cause and a sponsor in cause-related marketing campaign. A matchmaking tool, if you will.

I approached at least a half dozen professors and researchers and the answer was always some variation on a theme of “yes we can survey people, but what we really need is a theoretical underpinning.”

Can you recommend a theoretical footing, I would ask?

“No. But we can conduct a survey for you once you find it,” would come the response.

Well, I can survey people. That’s no challenge. My company, Alden Keene, conducts surveys and focus groups all the time.

But until now I never found the theoretical foundation for such a predictive tool. And, I’m especially pleased to report it comes from a familiar source.

An old friend from my Children’s Miracle Network days runs a firm called Venture Dynamics, LLC that draws on research from stakeholder theory to produce predictive instruments for various industries.

The staff at Venture Dynamics and I are refining a cause-related marketing instrument right now.

And the good news is, it will also help predict the potential success of a campaign based on a ranking in 48 separate measures.

This is exciting stuff and I’ll keep y’all apprised as it develops.

Comments

Jacqueline L. said…

http://www.robinhood.org.nz/Page/Home.aspx

Check this website out, it may help!

11/19/2008 1:01 PM

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...

Cause Marketing

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