Skip to main content

What if Denny’s Threw a Cause Marketing Fundraiser and Everyone Showed Up?

Denny’s, the restaurant chain with about 1550 outlets across the country, wants your nonprofit to hold its fundraiser at one of their restaurants. When you book an event there, Denny’s will donate “10% of pre-tax sales generated by your group” back to your cause, church, team, school, club, advocacy group or fraternity/sorority.

This is familiar ground trod by plenty of restaurants, both chains and single-store outlets alike. As I’ve written before, bookstores, office supply chains, even bakeries could do the same promotion.

My question is, why limit the promotion to just causes?

Seriously, is there any reason why Denny’s shouldn’t extend the same deal to any group of, say, a dozen or more people, for-profit or not-for-profit?

That is, when a dozen or more people in your firm meet for a meal at Denny’s, then a donation of 10 percent of pre-tax sales generated by your group goes to a favored cause.

I’m guessing Denny’s has to cut a check for the donation. So what’s the difference between cutting a check and sending it to a cause when the donation was generated by a for-profit group or a by nonprofit group?

Let me be clear. I’m not suggesting that if a 15 construction guys from the same company come in to Denny’s for breakfast that they get a 10 percent discount or kickback. The 10 percent still goes to a charity. The only difference is that the promotion is opened up to other sizable groups.

Denny’s could either have a defined universe of charities it supports or it could cut a check to any 501(c)(3). The former would be easier, but the later isn’t impossible given the number of databases of causes.

Denny’s would certainly want to set some kind of threshold for the number of people in a party. I’m suggesting 12, but Denny’s knows what that number ought to be. Denny’s might ask that the bill be paid on one check or that require that the group give advance notice so they can staff appropriately.

Why would Denny’s entertain such an option?

Well, the regular promotion almost certain is meant to increase the number of people who eat at their stores. By extending the promotion to regular for-profit groups, Denny’s greatly expands the number of people who might participate in the promotion. Likewise, the number of causes that would be benefited would also increase.

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…

Cause-Related Marketing Meets Microfinance

Kiva.org and Advanta.com 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. …