Research and experience show that the match between the cause and the sponsor is an important determining factor in the success of the cause marketing campaign. There’s a few notable exceptions…namely when the cause and the sponsor are very well known. But, in general, the less time you have to spend explaining the relationship the better. For instance, this campaign from Lula Lu and Save the Ta-Tas. When you buy one of Lula Lu’s Kallie Bras, the company will donate 10 percent of the sale to Save the Ta-Tas. Lula Lu sells lingerie for petite women. Save the Ta-Tas is a two-part brand. A for-profit entity sells merchandise with its name and logo. Five percent of each purchase and 10 percent of everything they license goes to the Save the Ta-Tas Foundation. The Foundation funnels the money to breast cancer research as advised and matched by the Concern Foundation. Before ‘Eff’ Cancer came along, Save the Ta-Tas was the most irreverent brand in anti-cancer. Now, Lula Lu isn’t breaking n...
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