Skip to main content

Cause Marketing Your Wedding Like the Royal Couple

Prince William and his espoused, Catherine Middleton, will wed today at Westminster Abbey in London. It’s a joyous time for the young couple that has inspired lovers and romantics across the globe, along with the usual amount of commerce and, even better, some charity.

You can, for instance, get a knock-off of Kate’s engagement ring, reproductions of the pretty frocks that she wears so well, even a collectible version of the carriage that will take them past St. James’s Park, Big Ben and the Houses of Parliament and finally to Buckingham Palace for the wedding reception. Plus about a cajillion other really cheesy keepsakes and mementos.

You, too, can also use your wedding to do what the Royal Couple is doing and give to a number of causes. Here’s how the official Royal Wedding website puts it:
“Having been touched by the goodwill shown to them since their engagement, they have asked that anyone wishing to send them a wedding gift consider doing so in the form of a donation to the fund.”
Couples are increasingly choosing an option like this; some because they are people of means like the Royal Couple, others just don’t need all the traditional items to set up their household together. Count my wife and me in that group. We were both in our 30s when we got married and just didn’t need that much ‘stuff.’

You could certainly go to the extent that William and Kate have and set up a website that can process online donations in five or six currencies to specific charities. Barring that, you could just ask people to pledge charitable donations to causes in lieu of gifts.

There’s another option with a distinctly cause marketing flavor. Givingpal.com allows you to create a wedding registry using bookmarklets at five online stores… Amazon, Macy’s, Target, The Knot, and Cooking.com. When people buy gifts for you through Givingpal, it makes a donation of 2% to 6.5% to a cause or causes you designate.

The process is super easy for both the betrothed and would-be givers. And, of course, entirely online.

For my part I’m sending the Royal Couple a nicely-framed quote from the book A Connecticut Yankee in King Arthur’s Court from the great American writer Mark Twain:
“I urged that kings were dangerous. He said, then have cats. He was sure that a royal family of cats would answer every purpose. They would be as useful as any other royal family, they would know as much, they would have the same virtues and the same treacheries, the same disposition to get up shindies with other royal cats, they would be laughable vain and absurd and never know it, they would be wholly inexpensive, finally, they would have as sound a divine right as any other royal house...The worship of royalty being founded in unreason, these graceful and harmless cats would easily become as sacred as any other royalties, and indeed more so, because it would presently be noticed that they hanged nobody, beheaded nobody, imprisoned nobody, inflicted no cruelties or injustices of any sort, and so must be worthy of a deeper love and reverence than the customary human king, and would certainly get it.”

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…

Cause-Related Marketing Meets Microfinance

Kiva.org and Advanta.com 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. …