Skip to main content

How Strong is the Appeal of Your Cause?

It’s gut-check time my charity friends. How strong is the appeal of your cause?
  1. Could you call a major donor to secure the funding to take advantage of a great advertising opportunity that falls into your lap last minute?
  2. Could you rally your fans to support your entry in the American Express Members Project?
  3. Is your fundraising still doing fine, even in the Great Recession?
  4. Could you get competitors to sponsor your event?
I saw the double-truck ad to the left in the July issue of Spirit magazine, the in-flight magazine of Southwest Airlines. For 11 years Southwest has sponsored the Phoenix Luv Classic, a benefit golf tourney for the Ronald McDonald Houses.

This year the tournament raised more than $300,000, the ad reports.

But for me the news isn’t the dollar amount, which is respectable given the economy. Instead the story is the list of sponsors.

That list includes direct competitors with Southwest, including Virgin Atlantic, and JetBlue, and indirect competitors Aer Lingus, AeroMexico, Air Pacific, Cathay Pacific, Korean Air, Luftansa, Philippine Airlines and South African Airways.

Note also that competing beermakers Bud Light, MillerCoors and Heineken are also sponsors.

I can imagine how this happened. Maybe Southwest’s tournament committee is just super-well connected. Maybe they twisted arms or shamed their competitors. Maybe the commitment of the various competitors was actually pretty low. Maybe after 11 years the Phoenix Luv Classic just has a ton of momentum behind it.

No matter, it couldn’t have happened if the Ronald McDonald Houses weren’t so well known or respected.


Popular posts from this blog

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…

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…

50 Cent, Cause Marketer

Curtis Jackson, aka rapper 50 Cent visited the horn of Africa in September 2011 hosted by the United Nations and committed to provide 1 billion meals to the World Food Programme over the next five years, funded in part by several cause marketing efforts.

The Horn of Africa has a lot of problems right now, nonetheleast of which is that starvation there is rampant, long-term drought is endemic, and working institutions are few.

Since the UN's World Food Programme can manage to deliver a meal for about $0.10, Jackson has basically committed to donating $100 million (or 200 million 50 cent pieces). That's a very big number.

He gave his commitment a kick start with a donation of $350,000. Like him on Facebook, and when he reaches 1 million new likes, he’ll donate another $1 million.

50 Cent is also tying the sales of his Street King energy drink to the World Food Progamme (WFP). For every bottle sold, 50 Cent will donate one meal.

Street King competes with 5-Hour Energy Drink, a ca…