If a sponsor is going to cap a donation at a certain maximum amount, what’s the right minimum amount to donate? In this campaign, which benefits Right Action for Women - The Christina Applegate Foundation, Asics has put out a special pink running shoe with black satin laces and the iconic pink ribbon embroidered on the heel collar. During October, $2 from the sale of each shoe sold benefits The Christina Applegate Foundation, with a maximum donation of $100,000. Actress Christina Applegate is a breast cancer survivor. The shoes retail on Amazon for $90 . So what should the minimum donation be? Way back in the day we’d structure these kinds of deals so that there’d be no mention of a minimum donation. After all, the sponsors would be on the hook and we didn’t want to scotch a deal by committing them to a minimum amount. Plus, we were pretty confident that we’d never really get less than $250,000 out of campaigns like this. In time, as cause marketing became more accepted, we starte...
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