Skip to main content

Nonprofit Cause Marketers, Aspire to This

Einstein supposedly said that compound interest was the eight wonder of the world, or the gateway to the fifth dimension, or the sixth sense, or the seventh law of thermodynamics, or something like that. I say supposedly because Snopes.com is dubious.

Regardless, for causes the goal cause marketers ought to aspire to is the point at which you earn income even on nights and weekends.

That’s what’s happening in this effort from Nestle benefiting the Girl Scouts of the USA. This is almost certainly some sort of licensing agreement whereby Nestle pays the GSUSA a fee to use their logo on the package. The Girl Scouts sell several flavors of cookies that are, like this particular Nestle Crunch bar, peanut-flavored.

If you’re on the receiving end of a licensing fee, it can seem like a windfall. The GSUSA doesn’t have to line up manufactures to make the candy. Individual Scouts don’t have to sell them. The nonprofit has no distribution hassles. It may not even bother issuing a press release. After the marketers and lawyers have been through the licensing agreement, all the GSUSA has to do is deposit checks. It’s sweeter than a box of Samoas.

In short, the GSUSA is bringing in income with very little investment of time or treasure.

So for your cause, licensing fees ought to be goal.

But the GSUSA didn’t just waltz into Nestle headquarters and demand a deal.

In fact, the Girl Scouts have been selling cookies for 95 years, about 200 million boxes a year now at an average price of $3.50 per.

In short, Girl Scout cookies have a lot of brand equity. That doesn’t mean your cause has to wait 95 years to achieve a lucrative licensing arrangement. But it does mean that if licensing income is something your cause aspires to that you need to think hard about how to build the kind of brand equity requisite to eventually getting a deal like this.

Like Stephen R. Covey (RIP) famously said, “begin with the end in mind.”

Comments

Joseph Randle said…
I am surprised to know the story behind Nestle's Crunch candy bar. I have been enjoying this product since I was 5 and until now. They have a very inspiring humble beginning to tell. I hope to put it (the product) in my tradeshow gift list next month.

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…