Skip to main content

Your Webmaster Needs to Know About Your Cause Marketing

In the vitamin and supplement business one all-purpose word you see often is ‘support.’

Here’s a few from the Vitamin World website:
  • “Helps Support Sugar Metabolism,” about a cinnamon supplement.
  • “Supports Bone Health,” about a calcium supplement.
  • “Nutritionally supports antioxidant health,” about a resveratrol supplement.
Too bad Vitamin World’s webmaster couldn’t do a little more to more clearly demonstrate the company’s support of the nonprofit charity Vitamin Angels.

Vitamin Angels supports about 20 million children worldwide, usually with Vitamin A and multivitamin supplements. The Vitamin Angels website says that 1/3 of all childhood deaths worldwide are cause by malnutrition. Vitamin A deficiency in particular is a common cause of both childhood mortality and blindness. The lives of millions of children could be saved by easy to administer vitamin supplements.

Supplements are easy to make and deliver to children and mothers at key moments, which in a nutshell is what Vitamin Angels does. Vitamin World, a discount vitamin and herbal supplement manufacturer and retailer is one of Vitamin Angels biggest supporters. If you order online you can add a donation to Vitamin Angels when you checkout.

Alas that is all I could find from Vitamin World about its support of the charity using its site search tool. For that matter, there was nothing in the About Us section that told me about what Vitamin World does in terms of community support. There was nothing at the bottom of any page that said that Vitamin World supported Vitamin Angels’ vital mission.

That combined with this rather modest use of the Vitamin Angel logo in the FSI at the left served to give me a rather dim initial view of Vitamin World’s commitment to the charity.

By contrast, Vitamin Angels recognizes Vitamin World among its Founder’s Circle, its highest level of donors which recognizes sponsors who have donated $200,000 or more.

It was only after I did a Google site search of that my opinion began to change. The search turned up 1,100 results on the exact words “Vitamin Angels.” For instance, in February Vitamin World offered customers a reusable tote bag with the profits headed to Vitamin Angels, among other efforts.

In short, Vitamin World’s support appears to be both genuine and generous.

Someone just needs to get that message of support to the Vitamin World webmaster.


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. …