Skip to main content

Finding the Entrepreneur That Wants to Support Your Cause Marketing

The latest numbers show that causes are still being squeezed on two sides: by increasing demands for services; and by donation rates that trail the increase in demand. Cause marketing can help fill part of the shortfall. But, as ever, causes face the challenge of knowing just who to approach.

Wouldn’t it be great if there was some way for charities to know which business people are most likely to be open to their appeals?

A survey published in Inc Magazine has some broad answers for charity fundraisers looking to partner with businesspeople.

The survey results, published in the March 2012 issue of Inc, draw on the work of Professor Noam Wasserman, who teaches the popular course ‘Founders’ Dilemmas’ at Harvard Business School. Wasserman has a new book out called The Founder’s Dilemmas.

Wasserman asked ‘roughly 2,000’ business founders what motivates them to start and operate businesses. The answers, not surprisingly, are different for women than men and change over time for both sexes.

In order the top-ranked overall motivations are: Autonomy; Power and Influence; Managing People; Financial Gain; Altruism; Variety; and, Intellectual Challenge, a close cousin of Variety.

For women and men the top answer for business founders in their 20s, 30s and 40s is Autonomy. Interestingly, that is the polar opposite of what non-entrepreneurs say they care about most.

The fourth most frequent answer for women in their 20s, 30s and 40s is Altruism.

Altruism also registers as the third most frequent answer for men in their 40s.

Inc posits that perhaps men in their 40s, having focused on financial gain in the first two decades of their life, are now considering their legacies and are, therefore, more willing to make financial sacrifices as they age to support causes.

According to census figures, there are approximately 6 million enterprises with employees in the United States. Only a fraction of those companies are good candidates for cause marketing.

But for those that are good candidates, the take-home lesson from the Wasserman/Inc study is this: the entrepreneurs most likely to respond to appeals to their sense of altruism are female founders of any age and male founders in their 40s or older.

Happy hunting, friends!


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 and 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. …