Skip to main content

When Government is the Sponsor

In Time, Sports Illustrated and other magazines there’s been a series of ads running in hot rotation and in support of a website called ‘Takemefishing.org.’ The ads and the website are sponsored by Markel Insurance Company, which insures boats and other things and a slightly murky entity called ‘Sport Fishing Restoration.’

Takemefishing.org is so declarative it’s easy to guess what that’s about. But Sport Fishing Restoration? Therein lies a fish story about the financing of World War Two, habitat restoration and government funded cause marketing.

In WWII, Congress enacted a tax on fishing tackle to help fund the war effort. By 1950, the law was changed so that tax revenues would go to state natural resource agencies to improve sport fishing. Stuff like fisheries research, boat docks and ramps, habitat improvement and education.

In 1998 Sport Fishing Restoration founded the 501(c)(3) nonprofit charity Recreational Boating and Fishing Foundation (RBFF) with members of the recreational fishing and boating industry. The Foundation’s board members come from industry and state fish and wildlife agencies. Takemefishing.org is the public website for the RBFF.

This isn’t transactional cause marketing, per se. But it is an example of a public-private sponsorship that relies on the principles of marketing to promote a cause, namely recreational fishing and boating. Industry wants people buying boats and fishing gear and such. Governments want the excise and sales taxes. And wildlife habitats get restored or reinvigorated.

Takemefishing.org joins three government sponsored efforts that are distinctly cause marketing: the very successful semipostal breast cancer stamp from the US Post Office; the annual Red Dress campaign from HeartTruth, an effort of the National Institutes of Health; and specialty coins from the US Mint benefiting the National Federation for the Blind.

It’s not common, but it could be that some government agency is the next sponsor of your cause marketing effort.

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…