Skip to main content

Giving a Face to Cause Marketing 'Donors'

If you haven’t heard by now, Mark Zuckerberg, the bare-faced billionaire founder of Facebook just gave the school system in Newark $100 million! He’s been all over the media…old and new…starting with a guest-shot on Oprah (view at left).

On October 2 I will give 100-millionth as much to LIVESTRONG…Lance Armstrong’s anti-cancer charity… thanks to RadioShack. And thanks to RadioShack you can look for my picture in Times Square this coming Saturday as proof.

Here’s how it works: On RadioShack's Team28 website you can enable a gadget to put a 28Badge over your Twitter or Facebook picture. The 28 references the 28 million people worldwide with cancer. By September 17 more than 20,000 pictures had been uploaded.

On October 2…‘LIVESTRONG Day’ Military Island in Times Square in New York will display all the pictures collected during that 24-hour period. For every 28Badge added on LIVESTRONG DAY, RadioShack will donate $1, up to $100,000.

I like it! Although I wish RadioShack would have enabled the donation so that, say, $50,000 was guaranteed with the remaining $50,000 tied to participation rates.

In charitable fundraising we commonly see depictions or images of kids and homeless people, celebrities, beneficiaries in the developing world, corporate logos, and fatcat donors like Zuckerberg. But where’s the picture of the micro-donor?

Show up in Times Square on October 2 and see.


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…

Cause-Related Marketing Meets Microfinance and Mix it Up

You’d have had to have been in Ulaanbaatar, Mongolia the last year or so to have missed the run up of microfinance. Between 2004 and 2006 more than $4 billion of capital flowed into microfinance institutions. All told experts say the total loan microfinance loan portfolio may be as much as $12.5 billion. And of course the father of microfinance, Muhammad Yunus won the 2006 Nobel Peace Prize. Microfinance is now so respectable, so effective, (so profitable!) that it’s already enjoying its first global backlash.

Actually that first sentence is hyperbole. Because even in Ulaanbaatar… far from almost anywhere on the vast, frigid steppes of Mongolia… microfinance is thriving such that the earliest recipients of micro loans there are now complaining about taxes and government bureaucracy! And May 29-31, 2008 the Conference of Microfinance Institutions will convene in Ulaanbaatar, the eleventh such annual conference.
Now Advanta, a credit card issuer to small…

Cause Marketing Beer with BOGO, Brew One Give One

On Monday’s post I touched on the topic of telling people what your cause marketing campaign accomplished when completed. I’ve recommended this approach to clients as a way to keep open the lines of communication with customers and clients and to get extra value from the campaign.

In other words, you’ll want to hold back some of the promotion’s budget to continue to activate the effort until the very end.

But what if that really cuts across the grain in your organization? What if it’s just not in your corporate DNA to do anything but to frontload your cause marketing activation? Well, then, add the report back to the activation of your next cause marketing effort.

New Belgium Brewing of Ft. Collins, Colorado, said to be the seventh largest brewery in the United States, did just that with this ad in Sunset magazine. I found this ad in the Alden Keene Cause Marketing Database.

New Belgium donates $1 for every barrel it brews and sells. It’s a BOGO cause marketing effort, Buy One Give One. …