Skip to main content

Instant-On Cause Marketing for Japan

The horrendous 2011 Tōhoku earthquake struck Japan at 2:46 pm local time on Friday, March 11, 2011. On Thursday, March 17, 2011, not even six days later when you consider that Japan is a day ahead of North America, I received the appeal to the left in my email box.

This is instant-on cause marketing, and I applaud it. We saw similar efforts after the Haiti Earthquake in January 2010.

I can imagine how challenging this was to put together so quickly. Infiniti had to figure out an amount they could afford and would be meaningful. The choice of the Red Cross was probably pretty easy. The Red Cross is almost the default choice in the case of natural disasters like this. But easy choice or not, arrangements had to be made with the Red Cross.

Then Infiniti had to figure out who to send it to. I’m on some kind of email newsletter list because I once test drove a G Convertible, but it probably also went to Infiniti employees, dealers, car owners, members of the press, etc.

The last piece of this was probably the actual communication. Thank heavens Infiniti didn't use an actual photo of the devastation left by the earthquake or the tsunami. I’m not opposed to using pictures to depict need, but in this case, that would have been in poor taste.

I’m sorry Infiniti didn’t spend a little more time on the wording of this appeal because it’s potentially confusing.

It says that Infiniti has made pledge to the Red Cross of $1 million. So far so good. Then the copy says:
“We made an immediate cash donation of $500,000 to the American Red Cross. And we’re asking employees, owners, fans and friends to join us. When you give through this email, we will match your donation, dollar for dollar, for the first $500,000 in contributions.”
I’m almost always in favor of matching donations, but the wording makes me wonder whether Infiniti is giving $1 million (as per the pledge) or (potentially) $1.5 million. Or did Infiniti tell the Red Cross that it would give $1 million no matter what individual donors give?

Aside from parsing out the semantics of the offer, I’m glad Infiniti put this campaign together so quickly and I hope it generates a substantial donation.

Comments

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…

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…

50 Cent, Cause Marketer

Curtis Jackson, aka rapper 50 Cent visited the horn of Africa in September 2011 hosted by the United Nations and committed to provide 1 billion meals to the World Food Programme over the next five years, funded in part by several cause marketing efforts.

The Horn of Africa has a lot of problems right now, nonetheleast of which is that starvation there is rampant, long-term drought is endemic, and working institutions are few.

Since the UN's World Food Programme can manage to deliver a meal for about $0.10, Jackson has basically committed to donating $100 million (or 200 million 50 cent pieces). That's a very big number.

He gave his commitment a kick start with a donation of $350,000. Like him on Facebook, and when he reaches 1 million new likes, he’ll donate another $1 million.

50 Cent is also tying the sales of his Street King energy drink to the World Food Progamme (WFP). For every bottle sold, 50 Cent will donate one meal.

Street King competes with 5-Hour Energy Drink, a ca…