Cause Marketing

Implicit in any successful cause marketing campaign is the idea of affinity. Absent affinity, no cause marketing campaign is likely to soar Think about it, if children with cancer don’t affect you emotionally, intellectually or otherwise, then you’re not likely to support any cause marketing campaign on behalf of St. Jude Children’s Research Hospital. And it has to be the right kind of affinity. I may love American Idol and Randy Jackson, seen in the FSI (Free-Standing Insert) on the left. But if I don’t have a cat then his endorsement of 9Lives isn’t likely to convince me to buy a bag of dry cat food. So consider the case of this mailer from the Alden Keene Cause Marketing Database that mailed circa October 2004 from the cooperative marketing group for the Toyota Service Centers in my market. I get mailers like these about once a month. This one promoted a lube, oil and filter service featuring genuine Toyota parts. In the red burst on the left side is the cause marketing offer. Buy t...

Affinity in Cause-Related Marketing Implicit in any successful cause-related marketing campaign is the idea of affinity. Absent affinity, no cause-related marketing campaign is likely to soar Think about it, if children with cancer don’t affect you emotionally, intellectually or otherwise, then you’re far less likely support any cause marketing campaign on behalf of St. Jude Children’s Research Hospital . And it has to be the right kind of affinity. I may love American Idol and Randy Jackson, but if I don’t have a cat then his endorsement in this 9Lives FSI isn’t likely to convince me to buy a bag of dry cat food. So consider the case of this mailer, received at my home circa October 2004 from the cooperative marketing group for the Toyota Service Centers in my market. I get one of these mailers about once a month. This one advertised a lube, oil and filter service featuring genuine Toyota parts. In the red burst on the left side is the cause-marketing offer. Buy this service for $25....