Skip to main content

Late Season Cause Marketing from Benefiting Toys for Tots

Now through December 31, 2010 when you ‘Like’ Coupon Mountain on their Facebook page, the company will donate $1 to Toys for Tots, up to $50,000. specializes in delivering discount offers to subscribers and visitors.

I confess that I don’t entirely understand the company’s business model, but I assume it’s based on referral fees and sponsored listings. But I think it’s safe to assume that the more people that subscribe and use the service, via the website or through Facebook, the better for So the approach, which rewards sign-ups (which would include Facebook ‘Likes’) is not surprising.

But it may come too late in the Holiday Season to be as effective a cause marketing promotion as it could be.

You, my faith reader are sophisticated as to the things of the world. You know that Toys for Tots can make good use of donations whether they come in December or in July.

However, for the less worldly-wise Toys for Tots screams Christmas gifts. So a promotion that starts on Dec. 1 and runs through the end of the month almost seems like it’s too late to get Christmas gifts in the hands of needy children.

It’s my view that should have started this promotion in early to mid November to run through the third week in December, give or take. could say that they donate to Toys for Tots on a rolling basis and that if people ‘Like’ them even as late as Dec. 21, that still can translate into toys for needy kids in time for Christmas.

Finally, I was going to suggest a ‘thrifty celebrity’ component as an add-on. Something like: “join me in getting some great deals and help bring joy to kids this Christmas through Toys for Tots.”

But aside from Jack Benny (see above), who’s been dead for 36 years and Minnie Pearl, who’s been dead for 14 years, I can’t think of any celebrities renowned for their thrift. So scratch that idea.


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. …