Cause Marketing

At SXSW in 2012, an ad agency with both cheek and enterprise turned Austin-area homeless people into 4G hotspots. The homeless people made $20 a day, plus tips. The stunt generated tons of publicity, much of it mixed. I suspect/hope some of the homeless folks made bank during the run of SXSW. Too bad they didn’t end their time at SXSW with something more lasting. Now Wavespot, a provider of Wi-Fi solutions for small business, is offering your nonprofit a free Wi-Fi hotspot, a $1200 value, just for signing up . And this offer does leave nonprofits with something more lasting. Wavespot makes its money selling its ‘marketing router,’ as they put it, to small and medium sized businesses. To access the Wi-Fi, you have to like the provider’s Facebook page or Follow it on Twitter. So you can get free Wi-Fi in that indie coffee shop you like so much, so long as you connect with it via one of the two most prominent social networks. The same rules apply nonprofits that offer free Wi-Fi via a ...

Seeing Through The Wicker Man Darkly It’s almost impossible to overstate how much transparency matters in cause-related marketing. It’s more important than the campaign's creative. It’s more important than the offer in the campaign's advertising. It’s more important than the appeal being made. Here’s why. Americans are a ridiculously generous people when it comes to charitable giving. Much of that generosity is directly attributable to our tax laws, which encourage charitable giving. Part of it is attributable to the thinness of the public welfare net in the U.S., as compared to Europe or Japan. Some it can be attributed to our native “communal self-government,” first highlighted in Alexis de Tocqueville’s Democracy in America back in 1840. What powers all that is trust. Americans trust charities almost implicitly. Even when they’re skeptical they trust that the Congress and the IRS, along with state and local regulators, will keep charity noses clean. And the IRS and the state...