Not all cause-related marketing is about raising money, per se. Sometimes it’s about the charity's messaging. Pictured are images from a box of Hamburger Helper from the Alden Keene Cause Marketing Database that was purchased in 2008. Prominently featured on the front and back of the box is Susan G. Komen’s ‘Pink for the Cure’ campaign. And while the front makes it clear that General Mills is donating $2 million to Susan G. Komen, it’s not clear that this is a transactional cause marketing campaign. That is, it’s hard to tell if my purchase of this box triggered a donation. But the back of the box suggests that this is about raising awareness more than raising money. At the bottom Komen lists “3 ways to help protect yourself.” Get a mammogram. Get a clinical breast exam. Learn how to do a self-examination. Nothing earth-shattering here. This has been Komen's basic message for coming up on 30 years. But like the saying goes, sometimes it’s better to be reminded of something we a...
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