Skip to main content

Cause Marketing With the Highly Trusted

Buried well into a recent Pew Research Center survey was the graph to the left which illustrated that while the American public has deep distrust of government, there are institutions they still do trust. And that has resonance for nonprofit cause marketers.

That most-trusted institution is small business.

At 71 percent favorable ratings, small business has higher positives than Congress (24%), labor unions (32%), the President (45%), colleges and universities (61%), and churches and religious organizations (63%).

What does this mean to nonprofit cause marketers?

We’ve long known that the cause marketing between causes and sponsors that are both highly regarded tend to have the best results. Likewise, if the sponsor is more highly regarded than the cause, the cause tends to benefit more from the relationship than the sponsor.

And vice versa.

Of course small business is not all positives for nonprofit cause marketers. Small businesses are diffuse, often underfunded, and usually very local.

To work with small businesses you need a campaign that is super inexpensive, simple for the business to implement, and easy for the customer to understand.

Paper icon campaigns fit that bill and have for more than two decades. (My colleague Joe Waters calls them ‘pinups’).

But I’m confident that a creative nonprofit cause marketer could invent some other fresher approach.

Comments

Damon said…
Great article. It shows how tricky it is for nonprofits to implement a cause marketing plan. On one side their are fewer big time companies tat have great brands to access (that's if they return their call) and the local businesses which would love to support them, don't have the resources to make it worth wild.
Hi Damon:

Thanks for your insightful comment.

There's tons of consumer brands. You can see that by walking through your local supermarket stateside.

But there's not an infinite number of consumer brands. Many of the best are already tied up with cause marketing partmers.

Small businesses are too often ignored as partners, something I've written about in the past.

http://causerelatedmarketing.blogspot.com/2008/07/stop-leaving-cause-related-marketing.html

Again, thanks.

Warm regards,
Paul

Popular posts from this blog

Three Ways to Be Charitable

I’ve spent a big chunk of my career working with or for charities. Many of my dearest and ablest friends are in the charity ‘space.’ And the creativity and problem-solving coming out of the nonprofit sector has never been greater.  Although I’ve had numerous nonprofit clients over the last decade or so, I haven’t worked in a charity for about 12 years now, which gives me a certain distance. Distance lends perspective and consequently, I get a lot of people asking me which charities I recommend for donations of money or time. My usual answer is, “it depends.” “On what?” they respond. “On what you want from your charitable activities,” I reply. It sounds like a weaselly consultant kind of an answer, but bear with me for a moment. The English word charity comes from the Latin word caritas and means “from the heart,” implying a voluntary act. Caritas is the same root word for cherish. The Jews come at charity from a different direction. The Hebrew word that is usually rendered as charity is t…

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…

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…