Skip to main content

DIY Charity Walk

The first two things I can remember doing for causes as a kid was to sell Scout-A-Rama tickets and walk in the March of Dimes’ WalkAmerica, now called March for Babies. (Back then, I kid you not, the walk was 20 miles!) Plenty of causes have borrowed liberally from the March of Dimes walk events. March of Dimes, in turn, owes a debt of gratitude to the German Volksmarsch. Now a group called KindWalk enables you to create a DIY… ‘do it yourself’… walk for the cause of your choice.

Here’s how KindWalk works. You sign up for an individual membership at the website for $18 a year. You get a pedometer plus a raft of other benefits. They also have a second membership level for $51 that includes a pedometer with a USB port so you can download walk data directly to your account. Membership benefits include:
  • Interactive Fitness and Nutrition Planner
  • Weekly Recipes and Grocery Lists
  • Monthly Wellness Newsletters
  • Interactive Weight Tracker
  • Smoking Cessation Resources
  • Health Risk Assessments
  • Wellness Calculators
  • Vitals Tracking
  • Health Coaching
  • Rewards Program
There’s also corporate and group membership options that include a branded website. No word on what corporate or group membership options cost per capita.

The website has a pledge section and an internal social media network, among other things.

Once you’re a member you can join a team or create a team. That is, you could create your own ‘walk’ to benefit the cause of your choice.

Kindwalk has a lot of features, but if you visit the site I think you’ll agree that the marketing and branding is still as we say on the Continent, naissant. I also wonder why they don’t engage in some kind of cause marketing to drive membership. As in, “sign up now and we’ll be the first donor to your walk!” Also, Kindwalk doesn’t seem to offer any help on route planning, city permit issues or sponsorship.

Still, this is a very interesting option for charities or even sponsors that want something close to a turnkey solution for a cause walk.

(The photo at the left comes from a German Volksmarsch association).

Comments

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…

KFC Concept Restaurant Gives a Nod to Cause Marketing for Local Causes

KFC, a unit of Yum Brands, is testing a new quick-serve restaurant version of the fried chicken outlet and among the changes is that its cause marketing efforts will be much more local, according to Anne Fuller, senior director of development for KFC eleven.

The KFC eleven test store is in Louisville, Kentucky, KFC’s headquarters. When it opens August 5, 2013, it will feature rice bowls, flatbreads, salads, KFC original recipe chicken among other items, plus sides. A second test location is set to open in Louisville before year’s end. The 11 in KFC eleven is a salute to the 11 herbs and spices in their original recipe chicken.

The trade-dress for the test store includes lamp lighting, digital signage with community news, and artwork from local artists.

Why step into the quick serve space? Fuller answered a reporter from QSRweb.com this way: “People love KFC but it's not a frequent choice for many guests for some reason. We wanted to create a broad and balanced menu that could mayb…