Skip to main content

B2B Cause Marketing

Throughout 2013 Rose Paving, which provides parking lot services to commercial and industrial properties nationwide, is raising money for St. Jude Children’s Research Hospital. Parking lot services means that Rose Paving does stuff like patching asphalt parking lots, marking them with parking stripes, repairing walks and installing and maintaining curbs, gutters, and storm sewers, and the like. This is a real B2B business. There’s not a consumer in sight anywhere in Rose’s business model.

As I often say in this space, most cause marketing is undertaken by companies that face the consumer. But not always. This is plainly a case of B2B cause marketing.

So how is Rose going to raise money for St. Jude, do a Facebook like campaign? Not exactly. Although if you do like Rose on Facebook you can get details about the effort.

Instead, Rose is taking its appeals to its customers… industrial and commercial property developers and managers… at the trade shows it exhibits at. Rose’s various booths will feature a banner in support of St. Jude that they’ll ask prospects and visitors to sign. For each signature Rose gets, the company will donate $5 to St. Jude.

St. Jude is a big cause marketing brand. The amount of money the charity gets from this effort by Rose Paving isn’t likely to go very far into the five figures. But I applaud St. Jude for taking on a campaign that many of its peers would have said no to.

Many of the big cause marketing charities have boxed themselves out smaller cause marketing efforts by demanding huge commitments and upfront money, thereby leaving money on the table from unconventional sources. And few know enough about the B2B space to be able to even suggest campaign elements to would-be sponsors.

Good for Rose Paving and St. Jude for partnering in this B2B cause marketing effort.


Popular posts from this blog

Profile of Cause Marketing Veteran Joe Lake

Blogger's Note: What follows is a profile and interview I wrote of Children's Miracle Network co-founder Joe Lake, who was recently installed as the CEO of the Starfish Television Network. This originally appeared in the Salt Lake Enterprise on Monday, May 11.

Lining the walls of the office of Joe Lake, the new CEO of the Starfish Television Network, a 501(c) (3) public charity and television network founded in 2006 and headquartered in Midvale, are pictures of the many celebrities he has worked with.

There are pictures of Joe with Goldie Hawn, Sidney Poitier, Jeff Bridges, Bill and Hillary Clinton, Rob Lowe and Walter Cronkite, and affectionately-autographed publicity stills from Bob Hope and Rich Little.

It’s something you’d expect in the office of a Hollywood agent, or at a celebrity hangout in Manhattan, or Chicago or Vegas. But the Starfish Television Network, whose mission is to tell the stories of nation’s nonprofits in a way that educates, entertains and inspires its audi…

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…

50 Cent, Cause Marketer

Curtis Jackson, aka rapper 50 Cent visited the horn of Africa in September 2011 hosted by the United Nations and committed to provide 1 billion meals to the World Food Programme over the next five years, funded in part by several cause marketing efforts.

The Horn of Africa has a lot of problems right now, nonetheleast of which is that starvation there is rampant, long-term drought is endemic, and working institutions are few.

Since the UN's World Food Programme can manage to deliver a meal for about $0.10, Jackson has basically committed to donating $100 million (or 200 million 50 cent pieces). That's a very big number.

He gave his commitment a kick start with a donation of $350,000. Like him on Facebook, and when he reaches 1 million new likes, he’ll donate another $1 million.

50 Cent is also tying the sales of his Street King energy drink to the World Food Progamme (WFP). For every bottle sold, 50 Cent will donate one meal.

Street King competes with 5-Hour Energy Drink, a ca…