Integrated Cause Marketing with Starbucks and MSNBC

Long-time readers know I’m a sap when it comes to integrated cause marketing campaigns that are activated across multiple media because I believe they’re more effective and because… having done of few of these campaigns myself… I know how much hard work they are.

Here’s how this one works: When you buy a package of Starbucks branded Morning Joe coffee, “Starbucks with MSNBC will donate to the DonorsChoose.org project of your choice.” You redeem it online at DonorsChoose.org using the code from the package of Morning Joe coffee.

The ‘with MSNBC’ line, I suspect, means that MSNBC is donating airtime to the promotion rather than cash.

Morning Joe is the name of the MSNBC morning talk show hosted by former member of (U.S) Congress from Florida, Joe Scarborough, along ‘with’ Mika Brzezinski and Willie Geist.

Starbucks has been a sponsor... of one flavor or another… of Morning Joe since June 2009, drawing scrutiny and criticism from media watchdogs and others. The Starbucks logo is embedded into the Morning Joe set and graphics.

Previously bags of Starbucks’ Morning Joe coffee were available exclusively at Target and Starbucks locations. With this promotion Morning Joe coffee is available at grocers nationwide. (One wonders how the end of Target’s exclusivity agreement played out.)

I’ve already tipped my hand about my admiration for this campaign. But I think it could be improved. Scarborough is a Republican who prides himself as a moderate. Back in August 2011, the billionaire CEO of Starbucks, Howard Shultz, pledge to stop making campaign donations to incumbent politicians until and unless there was a plan from Congress to control the nation’s debt.

By September 2011 Shultz had induced a 100 other CEOs to sign his pledge and they took out a full-page ad in the New York Times declaring their intentions:

“First, to withhold political campaign contributions until a transparent, comprehensive, bipartisan debt-and-deficit package is reached that honestly, and fairly, sets America on a path to long-term financial health and security. Second, to do all we can to break the cycle of economic uncertainty that grips our country by committing to accelerate investment in jobs and hiring.”

In other words, Shultz is a moderate of some stripe, too.

And he hit a chord. Although anyone who knows American history can recall times when the political class was more divisive, it’s no picnic right now. And facing a host of problems at home and abroad, Americans are tired of the discord.

Imagine, then, a segment on Morning Joe (the show) wherein every time politicians or pundits from opposite sides of an issue publicly agreed with each other in some substantive way that some moderator from the show would deposit $100 of Starbucks’ money into a jar for DonorsChoose.org. It would be like the office ‘swear jar’ only in reverse.

And instead of pressing politicians and pundits to always beat each other up... which can, of course, be wonderfully entertaining... Morning Joe’s hosts would press for the occasional accord. It would be a win-win.

Scarborough could end the show tallying up the money and saying something like how smooth Starbucks goes down.

I think it's the best idea I've had this morning!

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...

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...

An Interview with Cause-Related Marketing Pioneer Jerry Welsh

Jerry Welsh is the closest thing cause marketing has to a father. In 1983 after a number of regional cause-related marketing efforts, Welsh, who was then executive vice president of worldwide marketing and communications at American Express looked out his window in lower Manhattan at the Statue of Liberty. The Statue was then undergoing a major refurnishing, and in a flash Welsh determined to undertake the first modern national cause marketing campaign. I say modern because almost 100 years before in January 1885, the Statue of Liberty was sitting around in crates in New York warehouses because the organization building the pedestal ran out of money. And so Joseph Pulitzer, the publisher of the newspaper called The World , proposed a very grassroots solution reminiscent in its own way to Welsh’s cause-related marketing. Pulitzer ran an editorial promising he would print the name of everyone who donated even a penny. Sure enough pennies, along with dimes and nickels, quarters a...

Cause Marketing

Search This Blog