Cause Marketing

CA, the $4.3 billion (sales) software company has an interesting cause marketing campaign going right now benefiting the National Center for Missing & Exploited Children (NCMEC) that is kind of a head scratcher.  The campaign… which features celebrity crime fighter John Walsh … centers around CA’s Internet Security Suite Plus 2009 and Internet Security Suite 2009, both of which carry a premium price in a competitive market . When you buy either product CA makes a $1 donation to NCMEC. Customers may also elect to donate all or part of the rebate they receive to NCMEC when they buy the product. The pertinent CA webpage also runs a ‘ crawl ’ of the names of people who have donated their rebate to NCMEC. It’s an interesting tactic, borrowed from telethons . I’d love to hear what feedback they get on this. At the top of the page they also list the amount of money generated for NCMEC. The amount listed when I visited on Jan 2, 2009 was $462,586, which includes $375,000 in in-kin...