Skip to main content

Cause Marketing Two Liver Transplants

In my ongoing quest to highlight cause marketing efforts large and small, here’s a smaller one.

The Skinner family is facing not one, but two liver transplants. Their two children, 2-year-old Claire and 4-year-old Benson both suffer from primary hyperoxaluria, a genetic disorder that causes their livers to produce too much oxalate. Claire’s case is the more acute, requiring her to spend as much as 15 hours a day on dialysis.

Claire is already on the transplant list and Benson will almost certainly join her there in the near future.

So their friends at Shelf Reliance, a company that sells emergency preparedness supplies, are conducting a cause marketing campaign on behalf of the Skinner kids.

When you buy a #10 can of Shelf Reliance brownie mix, they will donate the full purchase price… $14.90… to the Children’s Organ Transplant Association in support of liver transplants for Claire and Benson.

The ‘call out’ in this flyer I received isn’t as good as it needs to be, or even fully accurate. The call out says that ‘100 percent of the proceeds’ benefits the children through the Children’s Organ Transplant Association. Instead 100 percent of the purchase price is donated to COTA.

This ‘proceeds’ language seems to trip up a lot of people, so for the sake of clarity let me reiterate that the proceeds language means a net total after expenses.

COTA helps families fundraise for their children’s organ transplant expenses. One of COTA’s services is that it will set up an account for families to raise funds for their child under COTA’s 501(c)(3) umbrella. That way donors can easily make tax deductible donations.

But whether is the money raised by Shelf Reliance goes to Claire’s and Benson’s accounts or to COTA’s general coffers, we are left to wonder.

Shelf Reliance activates the sponsorship in several other ways besides this flyer. They mention it on their corporate blog and Facebook page.

They’re also running a giveaway promotion wherein one of the ways to enter the contest is to buy the brownie mix or to make a donation directly to COTA.

Short of these two small deficiencies, this is a nice campaign and at $14.90 a pop, a generous one!


Popular posts from this blog

Profile of Cause Marketing Veteran Joe Lake

Blogger's Note: What follows is a profile and interview I wrote of Children's Miracle Network co-founder Joe Lake, who was recently installed as the CEO of the Starfish Television Network. This originally appeared in the Salt Lake Enterprise on Monday, May 11.

Lining the walls of the office of Joe Lake, the new CEO of the Starfish Television Network, a 501(c) (3) public charity and television network founded in 2006 and headquartered in Midvale, are pictures of the many celebrities he has worked with.

There are pictures of Joe with Goldie Hawn, Sidney Poitier, Jeff Bridges, Bill and Hillary Clinton, Rob Lowe and Walter Cronkite, and affectionately-autographed publicity stills from Bob Hope and Rich Little.

It’s something you’d expect in the office of a Hollywood agent, or at a celebrity hangout in Manhattan, or Chicago or Vegas. But the Starfish Television Network, whose mission is to tell the stories of nation’s nonprofits in a way that educates, entertains and inspires its audi…

Unconventional Metrics of Cause Marketing Power

The printed edition of Fortune Magazine runs a regular feature called ‘My Metric’ wherein business leaders identify informal but telling measures of current economic activity.

In the January 17, 2011 Michael Glimcher, CEO of Glimcher Realty Trust cited as his metric an increased number of black cars on the streets of New York City as a sign of the U.S. economy’s (still pending?) resurgence.

That got me thinking, what unconventional metrics evidence the power of certain cause marketing efforts?

One immediately leapt to mind, although only General Mills, which makes Yoplait yogurt in the U.S., can measure it.

The Yoplait lid at left... which I purchased in December 2010... can NOT be redeemed for a $0.10 donation to Susan G. Komen for the Cure. Instead it promotes Yoplait’s sponsorship of Komen’s Race for the Cure events, which are numerous.

But I’d bet you a six-pack of Yoplait Greek Honey Vanilla that people nonetheless still send in some number of the lids above in an attempt to redeem th…

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…