Skip to main content

Cause Marketing and Fortune's 100 Best Companies to Work For List

Fortune magazine just published its annual “100 Best Companies to Work for” list and I wondered, how many of these companies are also known for their cause marketing?

Regular readers know that I have found a strong correlation between the Boston College Center for Corporate Citizenship 2011 CSR Index and whether or not the company was active in cause marketing.

By my reckoning six of the BCCCC CSR List made the top ten and 33 of the 50 companies listed did at least some cause marketing.

Fortune’s ‘100 Best’ list is a little trickier when it comes to cause marketing. Cause marketing almost always faces the consumer, but a good number of companies on Fortune’s list are B2B. There’s several law firms for instance, and multiple energy companies and construction firms.

Moreover, Fortune’s list includes a number of companies that are either regional in their focus or otherwise unfamiliar to me. Which is another way of saying that they may be cause marketers and I just don’t know about it.

Those caveats aside, I found that five of the top ten, and 25 overall do at least some cause marketing.

Here’s my list preceded by the ranking on Fortune’s list:

1 Google
4 Wegman’s Food Market
8 Recreational Equipment (REI)
9 CHG Healthcare Services
12 Mercedes Benz
14 Dreamworks Animation
16 Kimpton Hotels & Restaurants
22 The Container Store
32 Whole Foods Market
39 St. Jude Children’s Research Hospital
46 Intel
49 Children’s Healthcare of Atlanta
55 Men’s Wearhouse
57 Marriott International
60 American Express
61 Nordstrom
62 Build-A-Bear Workshop
63 General Mills
70 Teach for America
73 Starbucks
76 Microsoft
78 Publix Super Markets
79 Mattel
82 Hasbro
99 Darden Restaurants

Over the last five years, I’ve profiled cause marketing campaigns from about half of these companies in this space. Indeed, companies like Marriott and American Express were among cause marketing’s very earliest practitioners. Jerry Welsh at American Express coined and trademarked the phrase 'cause-related marketing.'

Others, especially the grocers Publix and Wegman’s, were pioneers as well. And if you put General Mills’ name in the search box above it will come up dozens of times.

Finally, I could use your help to make this list as complete an accurate as possible. Go to Fortune’s full list here. If there’s a company on Fortune’s list that should be on this list of cause marketers, please let me know. Either comment below or send me an email to aldenkeeneatgmaildotcom.

As you do so, bear in mind that I’m not looking for evidence of good corporate citizenship, or generous corporate philanthropy. I’m looking for evidence of active cause marketing. Link


Popular posts from this blog

Three Ways to Be Charitable

I’ve spent a big chunk of my career working with or for charities. Many of my dearest and ablest friends are in the charity ‘space.’ And the creativity and problem-solving coming out of the nonprofit sector has never been greater.  Although I’ve had numerous nonprofit clients over the last decade or so, I haven’t worked in a charity for about 12 years now, which gives me a certain distance. Distance lends perspective and consequently, I get a lot of people asking me which charities I recommend for donations of money or time. My usual answer is, “it depends.” “On what?” they respond. “On what you want from your charitable activities,” I reply. It sounds like a weaselly consultant kind of an answer, but bear with me for a moment. The English word charity comes from the Latin word caritas and means “from the heart,” implying a voluntary act. Caritas is the same root word for cherish. The Jews come at charity from a different direction. The Hebrew word that is usually rendered as charity is t…

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…

Five Steps To Nurture a 30-Year Cause Marketing Relationship

Last Monday, July 22, 2013, March of Dimes released the annual results of its campaign with Kmart... now in its thirtieth year... and thereby begged the question, what does it takes to have a multi-decade cause marketing relationship between a cause and a sponsor?

In the most recent year, Kmart,the discount retailer, donated $7.4 million to the March of Dimes, bringing the 30-year total to nearly $114 million. March of Dimes works to improve the health of mothers and babies.

Too many cause marketing relationships, in my estimation, resemble speed-dating more than long-term marriage. There can be good reasons for short-term cause marketing relationships. But most causes and sponsors benefit more from long-term marriages than short-term hookups, the main benefit being continuity. Cause marketing trades on the trust that people, usually consumers, put in the cause and the sponsor. The longer the relationship lasts the more trust is evidenced.

There's also a sponsor finding cost that…