Cause Marketing

This bottom panel of this box of house brand facial tissue box from Walmart features what amounts to space available cause marketing on package, something many other sponsors could also do. Magazines and newspapers have long offered space-available ads to nonprofits. If they have your ad in the right form that fits a hole they have in their publication... and if your ad is compelling... they might run your ad for free. But I’ve never noticed anything like that for packaging. That’s not for lack of proximity. This box has been rattling around my car for some time. The copyright says 2005, although I doubt this box is that old. But since Walmart changed its logo in 2008 , and got away from the dash between Wal and mart, the box is no newer than that. The effort benefits Walmart’s effort in conjunction with the National Center for Missing and Exploited Youth called The Missing Children’s Network. At the front of every Walmart store and Sam’s Club in the United States is a board with pic...

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...