Skip to main content

Business to Business Cause Marketing

Generally cause marketing is targeted to consumers. But there are examples of B2B (business to business) cause marketing, including the one at the left.

There’s a lot of moving parts in this promotion, so bear with me for a paragraph or two of explanation.

When you buy an ad that will appear in a special tabloid-sized insert in both of Salt Lake City’s daily newspapers, 10% of the ad price will go to purchase books for children in low-income homes. The insert drops on Sunday, March 27, 2011.

The insert will be about the “Utah Story Literacy Event,” which is a telethon/radiothon event to be held March 30, 2011 with a goal of raising $1 million.

The money raised from the event will go to the Road to Success program, which will use the funds to place children’s books in low-income homes.

Road to Success was started by the Robert H. and Katherine B. Garff Foundation. Robert Garff, a prominently local community leader, owns the Ken Garff Automotive Group, a collection of about two dozen car dealerships in Utah.

The Ken Garff Automotive Group also sponsors the Road to Success, an early reading program for students in Utah elementary schools. Garff also sponsors Keys to Success which rewards high-achieving high school students with things like iPads and even used cars from the Ken Garff Automotive Group.

Salt Lake City’s two dailies have separate newsrooms and are separately owned but they are operated under a joint operating agreement. Both publishing groups share ownership of Media One, which prints the newspapers and sells all their advertising.

Media One was the earliest media sponsor of both Keys to Success and the Road to Success. With the Utah Story Literacy Event insert Media One has the opportunity to sell a little advertising inventory as well as support the fundraising goal of its long-time partner.

The challenge for Media One will be, who will want to sponsor the insert? Existing sponsors are a likely starting point for Media One. However, I’ve worked on these kinds of newspaper inserts myself and we carved out ad space to recognize big sponsors, although Media One’s arrangement with Utah Story Literacy Event may be different.

What do you think? What are some examples of B2B cause marketing you’ve seen?

Comments

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…