One way to improve the likelihood of response to your cause marketing is to create an aspect of rivalry.
If you’re doing an icon campaign for instance, you could and probably should draw on existing rivalries to see who can sell the most. So you might pit division against division, managers against managers, and even individuals against each other for bragging rights and prizes. As I written before, icon campaigns can be thought of as sales contests.
A company based here in my home state, ZAGG, is using rivalries among its consumer base in a cause marketing campaign. ZAGG sells a clear thin film that covers iPads, iPhones, smartphones and the like, as well as other accessories for electronic devices.
Called the ZAGGSkins Fan Challenge, ZAGG will donate 20 percent of all proceeds to the National Kidney Foundation of Utah & Idaho when you buy either a University of Utah or Brigham Young University branded ZAGG covering.
The Utah-BYU rivalry... sometimes called the 'Holy War'... is one of the most intense in all of college football. The teams are separated by only 50 miles, so proximity feeds the rivalry. But because Utah is a state school and BYU is affiliated with the Church of Jesus Christ of Latter-Day Saints, there’s also a religious aspect to the rivalry probably unique in the country. In an ironic twist, the president of the University of Utah is an alumnus of BYU and the president of BYU is an alumnus of the University of Utah!
Key to the promotion is tracking page on the ZAGG webpage that shows which team is buying the most branded ZAGG coverings. At this writing Utah leads 67% to 33%. The promotion is advertised heavily on the three sports radio stations in the market.
12-10-2010 Update. I saw a press releases from ZAGG today saying that their campaign netted $7,777.77.