Cause Marketing

A note from Paul Jones of the Cause-Related Marketing Blog. One of the things I don't do often enough is update past postings. With this, I bring up-to-date two postings from April 1 and April 3 of 2008 about US Airways' cause-related marketing campaign for Reading Is Fundamental called "Fly With Us. Read With Kids." What follows is from RIF's post-campaign email that arrived in my email today . Thank you for participating in the Read with Kids Challenge, a partnership between RIF and US Airways. More than 16,500 adults logged 3.8 million minutes read to children, far surpassing our goal of 1 million minutes! The RIF network is full of dedicated supporters and we are delighted that you’ve joined our work! Did you know that RIF is the nation’s oldest and largest nonprofit children’s literacy organization? With 3,500 programs, RIF motivates young children to read by working with children, their parents, and community members to make reading a fun and beneficial ...

In this second half of my online interview with Laura Goodman, Director of Corporate Relations at Reading Is Fundamental, we peel back the curtain a little bit to learn the particulars about the “Fly With US. Read With Kids” was developed, coordinated, and built. Read the first posting here . RIF has decades of experience engaging with its audience, how does this compare? This campaign leveraged the communication and marketing channels of a corporate partner to excite parents and community members to read to their children. Communicating through in-flight magazines, in-flight videos, airport lounges and displays and other methods helps RIF to message the importance of reading in places we would never otherwise be able to use to support our message. It’s a one-of-kind opportunity to extend our message! How long have you had a relationship with USAirways and what has been its nature in the past? RIF and US Airways have been working together since 2007. US Airways supported our 2007 Gift ...