The Cause Marketing Blog Jumps on the Star Trek Bandwagon

The day was March 9, 1967 and NBC had a challenging ratings failure on its hands called ‘Star Trek.’

The conundrum for network executives was that bad ratings notwithstanding, the people who loved the polarizing series loved it with the fire of a 1000 Vulcan suns. And so after threatening to cancel the series after the first season, NBC executives felt obliged at the end of the show that March 9, to make an odd live announcement. “‘Star Trek’ will be back in the fall,” it went. “And please don’t write any more letters.”

Fans had in engaged in an adhoc letter writing campaign that buoyed the series through that first season and through three more. In total, just 79 Star Trek episodes had aired. But to the degree that Star Trek has become a science fiction franchise it’s because in 1974 a group of 10,000 like-minded geeks gathered in at the Americana Hotel in New York City to dress up like their favorite Trek characters, screen individual shows and extol all things Trek.

People with single minded devotion to a topic are called ‘fanboys.’ Every year fanboys of all stripes gather to celebrate everything you can imagine and a few things you don’t want to imagine. But the International Star Trek Convention was the Alpha fanboy convention.

To my readers who work at nonprofits and to marketers everywhere I ask, what would you do to generate fanboy-like devotion?

Increasingly one logical answer is social media.

A new survey of 980 nonprofit professionals shows that nonprofits have taken to social media with a vengeance.

The survey (registration required) asked respondents three groups of questions about their use of social media, their ‘house social networks,’ and the demographics of their firm.

The respondents came from nonprofits small and large and included charities, labor unions, associations, churches, and mutual banks. The survey was the work of the Nonprofit Technology Network, Common Knowledge, and ThePort.

Among the findings:

74 percent have a presence on Facebook, 46 percent on YouTube, 43 percent on Twitter, nearly 33 percent are on Twitter and 26 percent are on MySpace.
Average number of followers: Facebook 5,391; MySpace 1905; Twitter 291; LinkedIn 286; and, YouTube 268.
On which social network are respondents fundraising? 38.9 percent said Facebook; 12 percent said MySpace; 8 percent on Change.org; 6.7 percent said Twitter; 5.6 percent said YouTube; 1.9 percent said LinkedIn.
30.6 percent said that they have in-house social networks. The networks are mainly used for marketing and most have 10,000 or fewer community members. Nearly ¾ say they don’t use their in-house social network for fundraising, and more than 85 percent don’t allow advertising on it.

Social networks may not turn your charity into raucous scene like that first Star Trek Convention at Americana Hotel circa 1974. But they do give you an extraordinary way to reach our and connect with would-be fanboys.

Use social media well and your nonprofit or company might just “live long and prosper.”

Batting Your Eyelashes at Prescription Drug Cause Marketing

I’m a little chary about making sweeping pronouncements, but I believe I've just seen the first cause marketing promotion in the U.S. involving a prescription drug. The drug is from Allergan and it’s called Latisse , “the first and only FDA-approved prescription treatment for inadequate or not enough eyelashes.” The medical name for this condition is hypotrichosis. Latisse is lifestyle drug the way Viagra or Propecia are. That is, no one’s going to die (except, perhaps, of embarrassment) if their erectile dysfunction or male pattern baldness or thin eyelashes go untreated. Which means the positioning for a product like Latisse is a little tricky. Allergan could have gone with the sexy route as with Viagra or Cialis and showed lovely women batting their new longer, thicker, darker eyelashes. But I’ll bet that approach didn’t test well with women. (I’m reminded of a joke about the Cialis ads from a comedian whose name I can’t recall. He said, “Hey if my erection lasts longer than ...

Cause Marketing: The All Packaging Edition

One way to activate a cause marketing campaign when the sponsor sells a physical product is on the packaging. I started my career in cause marketing on the charity side and I can tell you that back in the day we were thrilled to get a logo on pack of a consumer packaged good (CPG) or even just a mention. Since then, there’s been a welcome evolution of what sponsors are willing and able to do with their packaging in order to activate their cause sponsorships. That said, even today some sponsors don’t seem to have gotten the memo that when it comes to explaining your cause campaign, more really is more, even on something as small as a can or bottle. The savviest sponsors realize that their only guaranteed means of reaching actual customers with a cause marketing message is by putting it on packaging. And the reach and frequency of the media on packaging for certain high-volume CPG items is almost certainly greater than radio, print or outdoor advertising, and, in many cases, TV. More to ...

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...

Cause Marketing

Search This Blog