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Charmed Cause Marketing

Just as “the rich are different than us,” so too are teenagers.

How so? In their hearts and souls they aspire to make the world a better place. A study conducted earlier this year for the Christian aid charity World Vision found 13-17 year-olds were more likely than adults to say that helping others is more important than ever (90%), more likely to wish they could help others (88%) and more likely to do something active to support good causes (71%).

Notwithstanding the videos that appear on YouTube showing teens beating each other up at KFC or shooting each other at Taco Bell, like never before this aspirational desire to make the world a better place is baked into the zeitgeist of today’s teens.

Here's a case study:

In 2008 siblings Paige Cahue, Gage Cahue, and Tristan Garber… of Indianapolis… developed charms that fit through the eyelets of shoes. After a couple of months of prototyping they ordered a box of charms shaped like a pizza from a manufacturer and started selling them to everyone they knew in Indianapolis. And since they were all teenagers, they sold their Rivetz Charms at recess, at football games and other school functions.

Nowadays you can buy the Rivetz shaped like bugs, skulls, crosses, hearts, flowers, sports, ice cream cones, even Garfield. They’re available online for less than $5 or in a handful of retail stores in Indiana and Illinois.

Young entrepreneurship is a cool story by itself, but emblematic of their generation, the Cahue/Garber kids added a cause marketing element to their catalog of charms.

You can get Rivetz with pink ribbons, yellow ribbons (signifying support for the troops), and a puzzle piece (Autism Speaks' logo). These charms are awareness raisers, not fundraisers. But Rivetz will also help you build a school, church, or charity fundraiser built around sales of charms customized to your cause or school mascot.

The quote about the rich being different comes from F. Scott Fitzgerald’s short story Rich Boy. When Ernest Hemmingway, Fitzgerald’s contemporary, read Rich Boy his rejoinder was, yes, “The rich are different than us… they have more money.”

If I could paraphrase Hemmingway I would say, yes “teens are different than us… they have better hearts.”


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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.

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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. …