Cause Marketing Around Rallying Points

The first weekend after Memorial Day is the annual Children’s Miracle Network Hospitals Telethon. Like Go Red for Women from the American Heart Association or Thanks + Giving from St. Jude Children’s Research Hospital, the Telethon serves as rallying point; a kind of concourse for sponsors, supporters and beneficiaries alike assemble and to wrap their cause marketing around.

At left is a simple Telethon sponsorship activation from Ameriprise that appeared in the May 2012 edition of Costco Connection magazine. Costco is one of Children’s Miracle Network Hospital’s largest sponsors.

These rallying points are a common feature of the very largest, most prominent cause marketers; Breast Cancer Awareness Month, American Heart Month, Hunger Action Month, the various walks and runs and races from the likes of the March of Dimes, the Multiple Sclerosis Society, American Diabetes Association, Susan G. Komen and others, and the aforementioned Thanks + Giving and CNMH Telethon.

You can understand why.

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