Skip to main content

Four Publications, Four Sponsors, Four Seal Campaigns

Remember the scene in the movie Ferris Bueller's Day Off when he’s rhapsodizing about the 1961 Ferrari GT California Spyder he’s been bombing around Chicago in? He says to the camera, breaking the fourth wall, “It is so choice. If you have the means I highly recommend picking one up.” Means indeed. A vintage 250 is said to set one back a cool $10 million.

In a like way, if your charity brand has the means, I highly recommend that you pick up a kind of cause marketing that I’ve come to call a ‘seal campaign.’ Seal campaigns are endorsements or licensing arrangements that carry the logo or seal of a charity, usually following an audit of some kind and the payment of a fee. Think seals of approval.

The one I see the most often these days is for the Forest Stewardship Council, which was founded in Bonn, Germany in 1993. The FSC has a rather complicated organizational structure, but suffice it to say that the FSC seal can be seen in dozens of countries across the globe on every kind of packaging, emblazoned on wood itself and printed on coffee cup sleeves, to name just a few places.

If the FSC were a car, it would be a rare $10 million Ferrari.

But even non-vintage Fords and Chevys can and do have successful seal campaigns.

The Pasadena Tournament of Roses for instance, has offered its seal of approval to Bayer rose and garden chemicals.

The Skin Cancer Foundation offers a seal of approval to a skin-care products, especially sunblocks.

With 1400 or so members and now in its tenth year, One Percent for the Planet isn’t as big as founder Yvon Chouinard says he wishes it were, or thought it would be. But it’s a terrific business model, eminently sustainable and attractive to outfits like Fiji Water.

I’ve opined here in the past that the Fair Trade Certified probably has a better chance at long-term success than rivals with their super-detailed certification processes. By contrast the Fair Trade Alliance requires only that buyers pay producers more for farmed goods and handicrafts than the prevailing market prices.

Could your nonprofit pull off a seal effort? Maybe.

It would probably need to meet a certain level of name recognition. And it wouldn't hurt if your organization’s name signifies what it does. Your organization would need to be able to develop some kind of standard that sponsors must meet. And it would need to have the will to enforce that standard honestly. If you can get away without actually having to physically test stuff, all the better.

Comments

Popular posts from this blog

Part 2: How Chili's Used Cause-Related Marketing to Raise $8.2 million for St. Jude

[Bloggers Note: In this second half of this post I discuss the nuts and bolts of how Chili's motivates support from its employees and managers and how St. Jude 'activates' support from Chili's. Read the first half here.] How does St. Jude motivate support from Chili’s front line employees and management alike? They call it ‘activation’ and they do so by the following: They share stories of St. Jude patients who were sick and got better thanks to the services they received at the hospital. Two stories in particular are personal for Chili’s staff. A Chili’s bartender in El Dorado Hills, California named Jeff Eagles has a younger brother who was treated at St. Jude. In both 2005 and 2006 Eagles was the campaign’s biggest individual fundraiser. John Griffin, a manager at the Chili’s in Conway, Arkansas had an infant daughter who was treated for retinoblastoma at St. Jude. They drew on the support Doug Brooks… the president and CEO of Brinker International, Chili’s parent co...

Chili’s and St. Jude Children’s Research Hospital

I was in Chili’s today and I ordered their “Triple-Dipper,” a three appetizer combo. While I waited for the food, I noticed another kind of combo. Chili’s is doing a full-featured cause-related marketing campaign for St. Jude Children’s Research Hospital. There was a four-sided laminated table tent outlining the campaign on the table. When the waitress brought the drinks she slapped down Chili’s trademark square paper beverage coasters and on them was a call to action for an element of the campaign called ‘Create-A-Pepper,’ a kind of paper icon campaign. The wait staff was all attired in black shirts co-branded with Chili’s and St. Jude. The Create-A-Pepper paper icon could be found in a stack behind the hostess area. The Peppers are outlines of Chili’s iconic logo meant to be colored. I paid $1 for mine, but they would have taken $5, $10, or more. The crayons, too, were co-branded with the ‘Create-A-Pepper’ and St. Jude’s logos. There’s also creatapepper.com, a microsite, but again wi...

Cause-Related Marketing with Customer Receipts

Walgreens and JDRF Right now at Walgreens…the giant pharmacy and retail store chain with more than 5,800 stores in the United States and Puerto Rico… they’re selling $1 paper icons for the Juvenile Diabetes Research Foundation (JDRF). This is an annual campaign and I bought one to gauge how it’s changed over the years. (Short list… they don’t do the shoe as a die cut anymore; the paper icon is now an 8¾ x 4¼ rectangle. Another interesting change; one side is now in Spanish). The icon has a bar code and Jacob, the clerk, scanned it and handed me a receipt as we finished the transaction. At the bottom was an 800-number keyed to a customer satisfaction survey. Dial the number, answer some questions and you’re entered into a drawing for $10,000 between now and the end of September 2007. I don’t know what their response rate is, but the $10,000 amount suggests that it’s pretty low. Taco Bell’s survey gives out $1,000 per week. At a regional seafood restaurant they give me a code that garner...