Skip to main content

Cause Marketing Via Buy One, Give One, #1

'Buy one, give one' (BOGO) has been around for a couple years now and the cause marketing practice is still growing dramatically. It's not for everyone, but for those that can pull it off BOGO generates mad publicity and word-of-mouth.

BOGO means that when you buy one of something, another one is given away to a needy party. A variation is when you buy one thing and it triggers the donation of second, but different item.

For the next three days I’m going to list and briefly describe all the BOGO I’ve seen. No doubt I’ll miss some so I hope you, my faithful readers, will add to the list.

Please email me BOGO examples at aldenkeene @ gmail . com, or use the comments below.
  • Buy a Cricut Expression or YUDU machine at Michaels crafts store and the retailer will give a Cricut or YUDU machine to the school of your choice. The Cricut is a home machine cutter and the YUDU is a home silk screen machine. Both are made by Provo Craft.
  • When you buy a photo printed on canvas and mounted, called a ‘gallery wrap,’ Picture it on Canvas gives a $35 gift certificate to an unspecified charity.
  • Whitten Grey gives a little girl’s dress to a girl in a developing country when you purchase one of their organic cotton dresses. The purchase generates a code. You go to the Whitten Grey website, enter the code and designate the country where the BOGO dress will go. You can even include a note with the dress.
  • Happy Blankie, founded by pre-teen David Holdridge and his mother Emily gives a free animal shaped blankie to a child in one of five places... Thailand, Uganda, and three locations in the United States... when you buy one. Buyers get to designate where the BOGO blankie goes.
  • Warby Parker sells classically style prescription eyeglass for men and women for $95. In conjunction with charities including Restoring Vision. The BOGO pair of glasses go to needy people in Latin America, Africa and South Asia, 24 countries so far.
Tomorrow: BOGO from outside the United States, including the most impressive effort I've seen so far.


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…

Five Steps To Nurture a 30-Year Cause Marketing Relationship

Last Monday, July 22, 2013, March of Dimes released the annual results of its campaign with Kmart... now in its thirtieth year... and thereby begged the question, what does it takes to have a multi-decade cause marketing relationship between a cause and a sponsor?

In the most recent year, Kmart,the discount retailer, donated $7.4 million to the March of Dimes, bringing the 30-year total to nearly $114 million. March of Dimes works to improve the health of mothers and babies.

Too many cause marketing relationships, in my estimation, resemble speed-dating more than long-term marriage. There can be good reasons for short-term cause marketing relationships. But most causes and sponsors benefit more from long-term marriages than short-term hookups, the main benefit being continuity. Cause marketing trades on the trust that people, usually consumers, put in the cause and the sponsor. The longer the relationship lasts the more trust is evidenced.

There's also a sponsor finding cost that…