Cause Marketing

One criticism of cause marketing I often hear is that money raised that way is almost certain to be a pittance for most charities. But such criticisms overlook a crucial point about cause marketing funds. Nationally syndicated author Cecil Adams, for instance, when addressing his “answer-man” column to the issue of pink ribbon cause marketing wondered why conscientious Yoplait eaters wouldn’t just send a $12 check to Susan G. Komen for the Cure rather than futz around with yogurt carton lids. More to the point, if your charity is not Komen or Children’s Miracle Network Hospitals, or St. Jude Children’s Research Hospital… each of which annually raise more than $75 million via cause marketing…what’s in it for your charity? There’s two main answers; the second is that your sponsor-partner has a strong incentive to promote your cause as they promote their sponsorship. Charities shouldn’t settle for just brand-building or awareness-raising when they sign cause marketing deals, but it’s not ...

Liberty Bottleworks fabricates rugged water bottles in brand-new factory in Yakima, Washington of recycled aluminum and using America-made machinery. Liberty is the only company making metal water bottles in America today. While that sinks in a little consider that Liberty also has a strong cause marketing component with its partner Big City Mountaineers (BCM), a Denver nonprofit that gives urban kids a wilderness experience that often proves to be life-changing. The night before my interview with Alex Strickland of Liberty at the 2012 Outdoor Retailer trade show in Salt Lake City the company hosted a beer bash that raised $2000 for BCM. During the Summer Outdoor Retailer show in August 2011, Liberty released a bottle featuring BCM's logo which benefited the nonprofit. This year the BCM benefit bottle (at left) was designed by Yakima graffiti artist Bernardo Boeragor. Liberty pledges to do a new benefit bottle for BCM every year. The company also produces a series of bottles impr...

The Summer 2011 Outdoor Retailer Show attracts something close to 25,000 people… about the population of a small city… and puts them in a space about the size of 2 city blocks square. Several cause marketers realized it was also a good time to do a little cause marketing to a densely populated and captive audience. Gerber, the knife maker repeated a promotion in ran in January 2011 at the SHOT (Shooting Hunting Outdoor Trade) Show in Las Vegas by selling a knife branded to TV adventurer Bear Grylls and benefiting the Boy Scouts of America. Buy the pocket knife for $10 and proceeds benefit the BSA. Columbia Sports Wear held six fashion shows during the 2011 show featuring willowy models and its tech-savvy outdoor wear. When you Tweeted a picture from one of the shows and included the hashtag #ORshowCA, they made a $5 donation to the Conservation Alliance . Almost any trade show could do similar cause marketing promotions. Here’s my good friend Scott Welch from Columbia exp...

I spent a few hours at the Outdoor Retailers annual winter trade show on Friday, January 21, 2011 going from booth to booth and looking for notable cause marketing efforts. Among them was a show-only effort from Columbia Sportswear, meant to promote a line of outerwear and boots called Omni-Heat Electric , along with other offerings from Columbia. Three times a day on Thursday, Jan 20 and Friday, Jan 21, Columbia held a fashion show featuring Omni-Heat Electric and other offerings. When you Tweet out pictures from the fashion show with the hash tag orshowCA#, Columbia will make a $5 donation to the nonprofit Conservation Alliance . The minimum donation will be $4,000 and the maximum will be $7,000. I spoke to Jinn Brunk, a member of Columbia’s corporate responsibility team, and she said that they may follow up with all Tweeters with a message like, “we thought you’d like to know that we made a donation of (say) $6,755 to Conservation Alliance. Thanks for your help!” The least communic...

Earlier this year Outside Magazine offered a challenging cause marketing promotion that I only just came across. For the April ‘Green Issue,’ when you bought the magazine at newsstands, Outside made a $1 donation to the Conservation Alliance up to $50,000. According to a press release issued in January, the issue would: “… explore and deliver the concept of ‘green’ in a proactive, relevant, bold and humorous package. The unparalleled edit lineup in this philanthropic issue… focuses on solutions rather than documenting the world’s environmental ills. Outside … introduces readers to new, sustainable products and technology including wave powered electricity, a zero emission SUV, sustainable clothing and green gear, the future of solar power, and how to navigate the emerging carbon market.” Outside … now in its thirtieth year… has won more than its fair share of peer awards. At its best the writing fairly throws off sparks from its pages and the editing is consistently keen; as good and ...