Cause Marketing

I’ve been writing this blog for almost five years and have been involved with cause marketing for coming up on 20 years. During that time one of my enduring grumblings has been that marketers from the causes and from the sponsors were talking to each other, but not really listening. It was like a modestly-happy couple communicating everything but trust. But now there are increasing signs that they’re finally hearing and trusting each other. Witness this label effort called Child Hunger Ends Here from ConAgra Foods on behalf of Feeding America . ConAgra owns more than a half dozen food brands including three that target children; Chef Boyardee , Peter Pan peanut butter , and the Kid Cuisine brand of quick-serve meals. Enter the 8-digit code from the package of any participating ConAgra item at www.childhungerendsheare.com and a donation is made to Feeding America, up to 2.5 million meals. That probably represents a cash donation of around $360,000, since Feeding America says it can ge...