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Category Archives: Advantages of Cause-Related Marketing

Bounceback Cause Marketing

Cause marketing sponsors might have several reasons for engaging in cause marketing  including boosting sales, building brand, and bolstering PR, among others. One of those goals might also be to give customers a good reason to come back after supporting a cause. Informally, it’s called a bounceback and you’ll see it commonly in retail settings […]

Five Cause Marketing Questions Sponsors Need an Answer to From Potential Nonprofit Partners

Yesterday’s post ‘Five Questions Nonprofit Marketers Need Answers to From Potential Sponsors’ was inspired by a monthly column in Smart Money. Each month the personal finance magazine publishes a feature called “10 Things X Won’t Tell You.” The intent of the feature is to show that your interests and those of your bank, say, don’t […]

Can Suze Orman Afford to Do Cause Marketing?

Right now best-selling author and financial advice doyenne Suze Orman is appearing in ads on behalf of the QVC Channel’s annual Fashion Footwear Association of New York (FFANY) shoe event, which benefits cancer research. Now in its 18th year, the FFANY event takes place Thursday, October 13, 2011 at the Waldorf Astoria Hotel in New […]

We’re All Cause Marketers Now

On Monday The New York Times profiled a new cause marketing effort from a maker of healthy snacks and do-gooder Daniel Lubetzky, who owns Kind Healthy Snacks. Lubetzky has a small problem. Some of his competitors, including Snickers Bars from confection giant Mars Incorporated, are also using cause marketing to sell their own snack lines. […]

Interview On Cause Marketing With a Trade Magazine Reporter

Last week I did “email interview” on cause-related marketing with Carol Gustafson, a writer for W&E Today, a trade magazine for the western and English equine industry. She asked me five questions. I’ll post the answers to the first two questions on today’s post, and the remaining on next Tuesday’s post. Carol’s questions are in […]

Serendipity and the Genius of Cause-Related Marketing Monies

I caught a lecture yesterday delivered by the new Dean of the College of Science at the University of Utah, Dr. Pierre Sokolsky, a physicist, that was strangely relevant to cause-related marketing. Although there were faculty members in the audience, the audience could be described as more as science boosters rather than scientists. (I was […]

Fearless Predictions on the Future of Cause-Related Marketing

I have a spotty record predicting the future. I bought a Zip drive about a week before the first USB drive came out. And then, admiring the portability of said USB drives I bought 2 of them with 56K of memory for about $50 a pop. I have two sets of the 1987 Topps baseball […]

Cause Marketing

The Blog

Cause Marketing Success at CURE Childhood Cancer

Publisher’s Note: I’m pleased to offer a guest post by Kristin Connor, a ‘recovering lawyer,’ as the saying goes, and the long-time Executive Director of CURE Childhood Cancer in Atlanta, which has been doing some intriguing cause marketing under her watch.—Paul by Kristin Connor At CURE Childhood Cancer, a non-profit dedicated to conquering childhood cancer through […]

KFC Concept Restaurant Gives a Nod to Cause Marketing for Local Causes

KFC, a unit of Yum Brands, is testing a new quick-serve restaurant version of the fried chicken outlet and among the changes is that its cause marketing efforts will be much more local, according to Anne Fuller, senior director of development for KFC eleven. The KFC eleven test store is in Louisville, Kentucky, KFC’s headquarters. […]

Five Steps To Nurture a 30-Year Cause Marketing Relationship

Last Monday, July 22, 2013, March of Dimes released the annual results of its campaign with Kmart… now in its thirtieth year… and thereby begged the question, what does it takes to have a multi-decade cause marketing relationship between a cause and a sponsor? In the most recent year, Kmart,the discount retailer, donated $7.4 million […]

July 24, A Day to Celebrate Pioneers Everywhere

Today my adopted state of Utah celebrates Pioneer Day. It’s a founder’s day celebration that commemorates the day when a hardy band of 151 settlers from the distant east first landed in the Valley of the Great Salt Lake, not even a year behind the star-crossed Donner Party, which had traversed basically the same route. […]

Kaizen and Cause Marketing

When translated into English, the Japanese word Kaizen is typically rendered as “continuous improvement.” That is, to keep working on your processes… implementing small and oftentimes cheap improvements… to make them better and better. Few companies or nonprofits… in Japan or anywhere else… are likely to survive if they don’t practice some version of kaizen. […]

A Punch List for Charity Cause Marketers Looking for Sponsors

New research released this week finds that women are more price sensitive than men on almost every product and service category. Since cause marketing has been shown to help companies preserve pricing power, and since women are more responsive to cause marketing than men, the research is a virtual punch list for charities looking for […]

Panera Takes its Meal of Responsibility Back to the Drawing Board

Back in April 2013 I wrote about Panera Bread Company’s groundbreaking Meal of Responsibility, a nutritious bowl of turkey chili with 850 calories that invited people to pay for it what they could afford. Last week the company reported that they’ve pulled the menu item and are retooling it. At the time I wrote “Here’s […]

Millennials and Cause Marketing

Telefonica, the big Madrid-based telecom, released an opinion survey this week of Millennials in 27 countries and six regions, asking them, among other questions, “do you think you can make a difference?” What constitutes a Millennial is open for discussion, but Telefonica picked people 18-30. Gen-Y, as they are also called, is a huge generation […]

Can You Cause Market to Men?

In the Summer of 2011 results starting coming out from the Dynamics of Cause Engagement study and among the headlines was women are generally more responsive to cause marketing than men, providing further confirmation of what many have long suspected. But men aren’t absent from the cause marketing equation. I asked the Center for Social […]

Making Your Cause Marketing Promotion Clear and Understandable

In the fall of 2012 the New York Attorney General’s office released Five Best Practices for Transparent Cause Marketing. The first one was “clearly describe the promotion.” We might assume that the AG was speaking only to marketers with malintent (to use the neologism). But being clear and understandable can also be a problem for […]