Skip to main content

Displaying Multiple Cause Marketing Allegiances

We’ve all seen how causes recognize multiple sponsors for, say, races and events. If you got a t-shirt from participating in a Team in Training race for the Leukemia and Lymphoma Society, to pick on just one, you know what I'm talking about; it’s logo-soup spilled all over the back of your t-shirt.

But suppose your company supports multiple causes. How do you display that without doing the same thing to your ads? That’s the question I had when I pulled this ad for Cabot Cheese from the Alden Keene Cause Marketing Database.

Cabot Cheese, a co-op in Vermont, supports a handful of causes in different ways and in pretty different spaces; the arts, schools, women and children’s causes, environmental causes, even the Girl Scouts.

How does Cabot pull it off? Quite admirably, I’d say.

Each of the causes is assigned its own icon, even the Girl Scouts. One of problems of the logo-soup approach is that logos come in all sizes, colors, and orientations. If you regularize their size or go with just one color somebody’s logo inevitably looks like crap.

But by representing causes as icons, everything is uniform and eye-pleasing. And you can represent causes without having to get permission to use their logos. Now I’m not advocating dishonesty, misrepresentation, or even a lack of transparency by sponsors or would-be sponsors.

But I am on the record for advocating that causes, especially the largest ones, figure out a way for the little guy to give without requiring sponsorship fees that are unapproachable for the smallest sponsors. This might be one way to achieve that goal.

What do you think?

Comments

I also bookmarked and tweeted this. Thank you so much for showing great concern for other people. Much Respect!

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…