Skip to main content

The Marriage of Cause Marketing and Weddings

It’s wedding season and what with Prince William and Catherine Middleton celebrating their second anniversary this month (and the coming birth of their first child) it’s time to think again about the marriage of weddings with cause marketing.

William and Kate’s marriage lead to an avalanche of collectables for sale. You could, for instance, have purchased a knock-off of Kate’s engagement ring, reproductions of the pretty frocks that she wears so well, even a collectible version of the carriage that will take them past St. James’s Park, Big Ben and the Houses of Parliament and finally to Buckingham Palace for the wedding reception. Plus about a cajillion other really cheesy keepsakes and mementos.

But maybe you don’t want to do that at your wedding.

You might, however, consider using the occasion of your wedding to do what the Royal Couple did and give to a number of causes. Here’s how the official Royal Wedding website puts it at the time:
“Having been touched by the goodwill shown to them since their engagement, they have asked that anyone wishing to send them a wedding gift consider doing so in the form of a donation to the fund.”
Couples are increasingly choosing an option like this; some because they are people of means like the Royal Couple, others just don’t need all the traditional items to set up their household together. Count my wife and me in that group. We were both in our 30s when we got married and just didn’t need that much ‘stuff.’

You could certainly go to the extent that William and Kate have and set up a website that can process online donations in five or six currencies to specific charities. Barring that, you could just ask people to pledge charitable donations to causes in lieu of gifts.

There’s another option with a distinctly cause marketing flavor. Givingpal.com allows you to create a wedding registry using bookmarklets at five online stores… Amazon, Macy’s, Target, The Knot, and Cooking.com. When people buy gifts for you through Givingpal, it makes a donation of 2% to 6.5% to a cause or causes you designate.

The process is super easy for both the betrothed and would-be givers. And, of course, entirely online.

Comments

Popular posts from this blog

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…

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…

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…