Skip to main content

Cause Marketing Matchmaking Freebie

One of the things my company, Alden Keene, does is match nonprofits and sponsors, a service clients pay handsomely for.

Here’s a freebie for Ball jars, which sells food preserving jars and equipment, and Grow Appalachia, which teaches the people of rural Kentucky how to grow, cook and preserve their own food.

According to the website, Grow Appalachia, formed under the auspices of Berea College… a nonsectarian Christian college in Berea, Kentucky… has several pressing goals:
  • “Basic diet-related health concerns – obesity, diabetes, heart disease."
  • "Limited availability of high-quality fresh produce."
  • "Generational loss of knowledge of gardening, cooking, and food preservation skills."
  • "Widespread economic dependency and lack of autonomy.”
The program has one year under its belt. There were 400 people enrolled, 2,800 people fed, 60 tons of food grown at a cost of $1.25 a pound.

Startup funds for Grow Appalachia came from billionaire John Paul DeJoria, who founded John Paul Mitchell Systems and Patron Tequila, after growing up poor.

Ball, which goes back 125 years, is sponsoring “Can-It-Forward Day” on Saturday, August 13 in conjunction with Canning Across America, an association of food writers, bloggers and cookbook authors. While there are classes and recipes, and Ball is encouraging people to host home canning parties, so far it appears the Day has no particular cause affiliation.

Your first thought might be that Ball, which is a national brand, may be too big for small effort in rural Kentucky. But Grow Appalachia has a name that’s big enough to accommodate growth. Geographically Appalachia is generally considered to include counties in West Virginia, Virginia, Tennessee, North Carolina, Georgia, as well as Kentucky.

The name Appalachia has been synonymous with poverty for at least 100 years and Berea College has been at the forefront of efforts to lift the region out of poverty for most of that time. John Paul Dejoria, whose companies have done cause marketing on behalf of feeding efforts in Africa, has donated or pledged $850,000 to Grow Appalachia.

Besides, the canning part of Ball is hardly a giant business. While Ball is a Fortune 500 container company, they license the canning portion of the company to Jarden Home Brands, part of a conglomerate which includes a portfolio of other famous, if faded, home brands like Sunbeam, Mr. Coffee, Crock-Pot, Oster and Rival, among others. Jarden Corporation’s total revenue in 2010 was $6.3 billion.

How might Ball sponsor Grow Appalachia?

I’d suggest a modest donation of cash and a generous donation of canning supplies. Then they should send camera crews to capture and tell the stories of the enrollees of Grow Appalachia. These stories could then serve as the basis for the Can-It-Forward promotion in 2012.


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. …