Cause Marketing

I have put off this post for a very long time, mostly because when I’ll tell clients and others the Secret Sauce of breakout cause-related marketing I’m more likely to get a look of doubt than a nod of understanding. Kinda like the look on my face when I read that Disney’s High School Musical brand has passed the $1 billion mark in operating profits . Here’s what prompts this post. People approach me all the time asking, “how is it that Children’s Miracle Network manages to raise more than $30 million every year with something as simple as a paper icon campaign . Or, “how does Susan G. Komen keep finding new sponsors when we can’t seem to find even one? Or, “explain to me how St. Jude Children’s Research Hospital raised more than $8 million from Chilis and their customers when fundraising campaigns at the casual dining chains have traditionally been death for other charities? I tell them the Secret Sauce to breakout cause-related marketing and then I get the look. Most people just don...