Skip to main content

The Sponsor/Cause Match in Pink Ribbon Cause Marketing

Research and experience show that the match between the cause and the sponsor is an important determining factor in the success of the cause marketing campaign. There’s a few notable exceptions…namely when the cause and the sponsor are very well known. But, in general, the less time you have to spend explaining the relationship the better.

For instance, this campaign from Lula Lu and Save the Ta-Tas. When you buy one of Lula Lu’s Kallie Bras, the company will donate 10 percent of the sale to Save the Ta-Tas.

Lula Lu sells lingerie for petite women.

Save the Ta-Tas is a two-part brand. A for-profit entity sells merchandise with its name and logo. Five percent of each purchase and 10 percent of everything they license goes to the Save the Ta-Tas Foundation. The Foundation funnels the money to breast cancer research as advised and matched by the Concern Foundation.

Before ‘Eff’ Cancer came along, Save the Ta-Tas was the most irreverent brand in anti-cancer.

Now, Lula Lu isn’t breaking new ground here. Back in the day, bra brands like Madenform, Playtex, Bali, Warner’s, and the like, frequently did cause marketing efforts, although I haven’t seen one in a while.

You can understand why. Bras and breast cancer go together. No explanation is necessary. Plus, there’s a certain expectation built-into such strictly-feminine products. Much more so than, say, Ford and its longstanding relationship with Susan G. Komen for the Cure.

That said, Save the Ta-Tas is an interesting partner for Lula Lu because the cause is quite non-traditional. Unlike a cause like the Breast Cancer Research Foundation, Save the Ta-Tas is both a for-profit business and a nonprofit cause. Save the Ta-Tas and Lula Lu aren’t direct competitors. But they are indirect competitors. Plus, Lula Lu is putting a lot of trust in the placement of research dollars from the Concern Foundation.

I suspect Lula Lu just wanted to access some of that light-hearted cheek that pervades the Save the Ta-Tas brand.


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…