Open Standards Cause Marketing

If cause marketing is to really grow, I'm increasingly coming to the opinion that cause marketing needs the equivalent of an ‘open standard.’ When speaking of software especially, the term ‘open standards’ means an agreed-upon convention that is free and unconstrained in how it can be used.

Open standards are enormously valuable to you and me. HTML and XHTML are open standards. PDF is an open standard and CD-ROMs will run in any computer with a CD-ROM drive because of open standards.

That you’re reading this post is because of an open standard called TCP-IP, which is the way website data is divided up into packets, transmitted, and then reassembled by servers somewhere near your computer or phone.

According to the entry on the topic in today’s (August 17, 2009) Wikipedia: Open Standards means “a published specification that is immune to vendor capture at all stages in its life-cycle.” Its more complete definition according to the Digital Standards Organization is:

“The standard is adopted and will be maintained by a not-for-profit organization, and its ongoing development occurs on the basis of an open decision-making procedure available to all interested parties.

The standard has been published and the standard specification document is available freely. It must be permissible to all to copy, distribute, and use it freely.

The patents possibly present on (parts of) the standard are made irrevocably available on a royalty-free basis.

There are no constraints on the re-use of the standard.

A key defining property is that an open standard is immune to vendor capture at all stages in its life-cycle.

Immunity from vendor capture makes it possible to improve upon, trust, and extend an open standard over time.”

What would be the benefits of open standards cause marketing?

It would create a series of cause marketing conventions that anyone could adopt, change and modify.
Because it would be free, it would eliminate some of the transaction costs of cause marketing.
It would make it easy for any sponsor to quickly plan and begin a cause marketing campaign.
It would give charities an easy starting point when approaching prospective sponsors.

What elements might be part of any cause marketing open standards?

Sponsorship contracts.
Maybe a seal of some kind.
General cause marketing approaches.
Standard donation amounts.

What else?

Honestly, my thinking on the subject is a work in progress. I’m not sure I know enough about the all the ins and outs of open standards to give more complete answers right now.

But I am convinced that just as all the big hotel chains in the U.S. profited when they worked together to create open standards for their reservation systems about a decade ago, the development of open standards for cause marketing would benefit all stakeholders involved in cause marketing, including the 'donors,' charities, sponsors and consultants like me.

I hope you’ll weigh in with your own thoughts and ideas.

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...

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