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.


Popular posts from this blog

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…

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…