Skip to main content

Effective Reporting Back in Cause Marketing

Alden Keene & Associates got its annual renewable energy report the other day from our electric utility, Rocky Mountain Power.

In December 2008 we signed up with ‘Blue Sky,’ a wind-energy offsets program, so as to help lessen the environmental impact of Causemarketing.biz.

At left is the statement for the last 12 months. The back of the statement is below.

Last time around the statement included a bulleted list of the positive effects of the program, customized to Alden Keene. This year Rocky Mountain Power gave the list a little extra graphical punch and with it more relevance in my view.

I think there’s a lesson here for cause marketers. Even if such customization isn’t usually possible for most cause marketing campaigns, cause marketers need to report back campaign results. Such reporting builds transparency and as I posted earlier this month…
“Transparency is vital to cause marketing. And part of transparency is to report back on how it all went. Such reporting reassures supporters that whatever efforts they took helped in some way.”
What might the metrics look like in real world cause marketing?

Let’s just take a couple of recent posts to offer some potential examples of what those reports might include.

The Red Dress pin from Macy’s benefiting the American Heart Association could certainly put a little graphic on the back of the card that holds the pin. It might declare the money raised by the campaign, number of lives touched, and, ideally, the number of people who changed to more heart-healthy behavior as a result of the campaign.

For TAG Heuer’s efforts for Maria Sharapova’s Foundation the reporting might include the donation amount and the number of students completing a year of school at one of the Belarusian universities. Over time she’d want to include the number of scholarship recipients productively contributing to Belarusian society thank to the Sharapova Foundation.

Volvo’s support of Alex’s Lemonade Stand Foundation might include the total donation, and the number of families with kids with cancer who were supported by that donation.

What metrics would you include in an after action report to your cause marketing campaign supporters? Please comment below.

Comments

Popular posts from this blog

Profile of Cause Marketing Veteran Joe Lake

Blogger's Note: What follows is a profile and interview I wrote of Children's Miracle Network co-founder Joe Lake, who was recently installed as the CEO of the Starfish Television Network. This originally appeared in the Salt Lake Enterprise on Monday, May 11.

Lining the walls of the office of Joe Lake, the new CEO of the Starfish Television Network, a 501(c) (3) public charity and television network founded in 2006 and headquartered in Midvale, are pictures of the many celebrities he has worked with.

There are pictures of Joe with Goldie Hawn, Sidney Poitier, Jeff Bridges, Bill and Hillary Clinton, Rob Lowe and Walter Cronkite, and affectionately-autographed publicity stills from Bob Hope and Rich Little.

It’s something you’d expect in the office of a Hollywood agent, or at a celebrity hangout in Manhattan, or Chicago or Vegas. But the Starfish Television Network, whose mission is to tell the stories of nation’s nonprofits in a way that educates, entertains and inspires its audi…

Unconventional Metrics of Cause Marketing Power

The printed edition of Fortune Magazine runs a regular feature called ‘My Metric’ wherein business leaders identify informal but telling measures of current economic activity.

In the January 17, 2011 Michael Glimcher, CEO of Glimcher Realty Trust cited as his metric an increased number of black cars on the streets of New York City as a sign of the U.S. economy’s (still pending?) resurgence.

That got me thinking, what unconventional metrics evidence the power of certain cause marketing efforts?

One immediately leapt to mind, although only General Mills, which makes Yoplait yogurt in the U.S., can measure it.

The Yoplait lid at left... which I purchased in December 2010... can NOT be redeemed for a $0.10 donation to Susan G. Komen for the Cure. Instead it promotes Yoplait’s sponsorship of Komen’s Race for the Cure events, which are numerous.

But I’d bet you a six-pack of Yoplait Greek Honey Vanilla that people nonetheless still send in some number of the lids above in an attempt to redeem th…

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…