Skip to main content

Tip a Glass Cause Marketing

When you buy one of three special Red Ribbon Cocktails at any of more than 50 Kimpton Hotels and Restaurants in 19 cities across the country, Kimpton will make a $1 donation to local HIV charities from October 1 to Dec 1

In addition, when you book a stay through Kimpton and use the code RRC, Kimpton will apply a 15% discount and give another $10 per night to a local HIV charity.

December 1 is World AIDS Day.

Kimpton has supported HIV causes for 20 years. Last year the effort generated more than $100,000 for 19 charities.

Kimpton links to all 19 benefiting charities and encourages patrons to make additional donations through the charity’s websites.

That’s a thoughtful step that relatively few sponsors take.

I’m a little surprised at the length of the campaign. Two months is a long time for a promotion like this to last, which demonstrates Kimpton’s commitment.

Making the benefiting charity a local one is normally a good ploy. Local people care more about local charities. But since people who book rooms or drink cocktails at a hotel restaurant or bar aren’t always local I wonder if it’s as effective as it could be in this case.

One thing Kimpton could do to really amp this up is to create some kind of matching gift effort. It could go like this: As you check in or out the desk clerk could ask if you wanted to add a $5 donation to the HIV charity to your bill, Kimpton would match it.

In addition, those that do would be entered into a sweepstakes drawing whereby guests could bring a companion for a whirlwind tour of 5 different Kimpton properties in five different cities.

You could call it ‘Give 5, Get 5,’ or something more clever than that.


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…