Cause Marketing

The rental car agency Avis , for years the perennial second banana to Hertz , used to promote itself with the tagline, “when you’re number two, you try harder.” Avis long since changed the slogan to “At Avis, We Try Harder.” The old tagline was advertising as a syllogism. It made an argument rather than just a declaration. The nonprofit featured in the ad to the left, After School All Stars is in Avis’s position and maybe even further back than that. The big dogs of after school programs are Boys and Girls Clubs of America , a federation of more than 4,000 clubs serving about 4 million boys and girls, and 4-H , with 90,000 clubs and 6.5 million members. After School All Stars is an after-school and summer program in 450 schools in 13 cities across the United States, with an especially strong showing in Chicago. It was founded by Arnold Schwarznegger in 1992 as the Inner-City Games Foundation and subsequently broadened its focus to include arts and academics in addition to health and f...