Skip to main content

My New Favorite Cause Marketing Fundraiser

One of the first rules of blogging is to never start a post with an apology. But rules were made to be broken, especially when it involves tattoos.

I apologize for not posting on Food Tattoos for Hunger, which took place at tattoo shops mainly in the United States but also elsewhere on Sunday, Nov. 18, 2012. Food Tattoos for Hunger was a collective of shops and parlors offering food Flash tattoos in order to raise money for various hunger charities and food banks. ‘Flash’ tattoos… that is tattoos designed originally using Adobe Flash…go on quicker than when using more traditional methods.

At left are some designs submitted for the event from artist Joe King.

The way it worked is that artists would volunteer their time and materials in a marathon tattoo day. Back in the day, hairdressers did something very similar with ‘cut-a-thons.’

The goal of Food Tattoos for Hunger was to attract 100 shops and generate an average of $1,500 for a total of $150,000. I called Food Tattoos for Hunger a collective, but even that seems too formal a handle. The organizers… Off the Map Tattoo in East Hampton, Mass… put out the word via social and traditional media and suggested the general parameters for how to run the promotion.

I suspect they picked a Sunday because there’s less tattoo business then, although I’m sure it isn’t true for every shop.

I couldn’t find any word on whether or not they achieved their goal, but I dig how grassroots this cause marketing fundraiser is. The principals at Off the Map saw a problem and figured out how they could address it using their own skills and passion. Then they called on their peers to join in and help.

Other personal service providers… nail salons, personal trainers, yoga studios, etc… could do something similar.

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…

Unconventional Metrics of Cause Marketing Power

The printed edition of Fortune Magazine runs a regular feature called ‘My Metric’ wherein business leaders identify informal but telling measures of current economic activity.

In the January 17, 2011 Michael Glimcher, CEO of Glimcher Realty Trust cited as his metric an increased number of black cars on the streets of New York City as a sign of the U.S. economy’s (still pending?) resurgence.

That got me thinking, what unconventional metrics evidence the power of certain cause marketing efforts?

One immediately leapt to mind, although only General Mills, which makes Yoplait yogurt in the U.S., can measure it.

The Yoplait lid at left... which I purchased in December 2010... can NOT be redeemed for a $0.10 donation to Susan G. Komen for the Cure. Instead it promotes Yoplait’s sponsorship of Komen’s Race for the Cure events, which are numerous.

But I’d bet you a six-pack of Yoplait Greek Honey Vanilla that people nonetheless still send in some number of the lids above in an attempt to redeem th…