Skip to main content

Buy One, Plant One Cause Marketing

Hollywood, California-based WeWOOD will plant a tree every time you purchase one of its wooden watches.

The tree-planting will be undertaken by the nonprofit American Forests under the banner of its Global ReLeaf program. American Forests has been around since 1885 and represents a savvy choice by WeWOOD for a charity partner. I’ve noted before that in cases where the charity is better known than the sponsor, the sponsor benefits most from the relationship.

WeWOOD watches are available in several styles and four different kinds of wood. The red-brown wood (as at left) is reclaimed from flooring material waste. All the watches are currently priced at $119 and available online.

WeWOOD’s approach is a fresh take on BOGO, buy one, give one, that has taken cause marketing by storm, and reminiscent of Proctor & Gamble’s buy one plant effort for its men’s fragrance brand HUGO.

WeWOOD could certainly borrow a page from the HUGO campaign and allow people to track where their tree is planted. It wood (sorry I couldn’t resist) give the campaign greater transparency and further connect the watch-purchaser with WeWOOD and Global ReLeaf.

Likewise, WeWOOD could draw on the example of TOMS Shoes and take watch buyers on tree planting excursions.

Because of its location in Lotus Land, WeWOOD could easily promote its products via celebrity gift bags at high-profile events. Think the Oscars, the Emmy’s, and the like.

The only thing about the campaign that give me pause is the donation amount. Global ReLeaf will plant a tree when your or I donate a $1, so the donation amount from WeWOOD is certainly no greater than that per watch.

I couldn’t find any evidence of that Global ReLeaf’s tree-planting efforts ever work this way, but what if instead of planting a $1 tree (which I presume is a sapling) WeWOOD’s donation enabled the planting of a tree that was several years old, and thereby perhaps better able to survive transplant shock, animals, insects, heat, cold, and all the things that threaten the life of a newly-planted tree?

[No doubt a forester or someone from American Forests will disabuse me of the idea that it’s ever better to plant more mature trees.]


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…