Donate extra Halloween candy for cash Several Fort Myers area dentist offices are offering Halloween candy buybacks to kids this year. Children 13 years or under can trade in their Halloween candy for cash. The pediatric dentist is offering $2 per-pound from Nov. 2-6. The collected candy will be donated to U.S. troops overseas, as part of the Operation Gratitude care packages.
New charitable zeal grips tech billionaires Shortly after Facebook CEO Mark Zuckerberg visited San Quentin State Prison to speak out about overcrowded prisons this month, word quickly spread that Twitter CEO Jack Dorsey was donating a sizable amount of the riches expected from the forthcoming IPO of Square, his other company, to underserved communities. In an industry often derided for its selfish, self-aggrandizing behavior, the good works of Zuck and Jack were heartening, though not entirely surprising. HBO's hit sitcom Silicon Valley aside, the Valley is increasingly putting its money where its heart is.
Six Top Cause Marketing Fundraisers [INFOGRAPHIC] Top cause marketer Joe Waters shares his newest infographic highlights the six top cause marketing fundraisers. They include checkout programs, percentage of sales fundraisers, buy-one give-one, action-triggered donations and cause products.
A&W® Restaurants Raises $250,000 for Wounded Warrior Project A&W® Restaurants collected $250,000 in donations for Wounded Warrior Project® (WWP) this year. For the past three years, A&W has celebrated National Root Beer Float Day on August 6 by giving away free Root Beer Floats and collecting donations for WWP. A&W has raised $550,000 for WWP since 2012.
Almost Half of Canadians Loyal to Brands that Support Good Causes Almost all (95%) Canadians agree that it is a good idea for companies to support causes. It turns out it is also a smart business move. According to results of a recent study conducted by Ipsos, the vast majority (84%) of Canadians claim that they would likely switch to a brand affiliated with a good cause if price and quality were similar.
When: On Oct. 3, the eighth annual Read for the Record, millions of Americans will read the children’s book Otis by Loren Long in support of Jumpstart’s mission to see that every child enters kindergarten prepared to succeed.
Read a book, get a doughnut: really?! Ok, great cause but is it correct reward?
Here’s the information from the News-Press in Fort Myers:
For the sixth year in a row, the owners of Bennett’s Fresh Roast in downtown Fort Myers are encouraging children to read while out of school for the summer.
“Education shouldn’t stop when summer begins,” said Bennett’s co-owner and former teacher Frank Albano. “Reading is the perfect summer activity because it takes kids on different adventures and opens up their imaginations.”
Now through Sept.1, Bennett’s will offer children in kindergarten through fifth grade a complimentary fresh doughnut each time they read a book at the downtown Fort Myers coffee shop. A selection of books appropriate for children are available for reading on-site.
I don’t want to knock the effort because encouraging reading is a great cause.
So, what might a “coffee shop” offer that might be more appropriate? Cup of juice? Free book? Gift card?
Around town on Labor Day, firefighters had their boots out collecting donations for the Muscular Dystrophy Association.
A great cause. I donated.
Then, my wife asked a question that gives me pause:
I wonder who makes the decision how and who selects the charity our tax-supported firefighters support?
That led me to respond: “Since they have fire trucks here, I wonder if the firefighters are ‘on the clock’ and paid by the Fire Department or whether this was a cause marketing of the firefighters union and they were off duty.”
Neither of us knew.
So, we looked at the sticker (above) they gave us after our donation.
No clue. It only says “I helped firefighters help MDA.”
Transparency is one key tenant of successful cause marketing.
As much as I support this effort, I’m concerned about the lack of transparency.
So, my Causeaholic stats tell me my last post appeared October 21, 2011.
Less you think I'm a slacker, I need to let you know that I've continued to post Cause Marketing Readings of the Week every Monday. You can find them at www.501connect.com. I've not been "cross posting" them regularly.
Part of this is because I started daily posts on topics and issues pertaining to associations, nonprofits and charities. If you are interested in these topics and/or associations or nonprofits, feel free to subscribed to SCDdaily at www.SCDgroup.net.
So, if you want to get a quick summary (with links) of some of the top Cause Marketing items of the prior week, be sure to check out 501 connect.
The new Ford drives education campaign in conjunction with Box Tops 4 Education illustrates the value of specificity and transparency in cause marketing.
Here's what they share about their campaign:
"All Box Tops in the Ford program have to be earned by December 1, 2011. During that time, you can acquire 25 eBoxTops for watching five Ford videos on its site, and 10 for requesting a brochure. That means that you can earn up to $3.50 for your school without spending any money of your own. But to earn the maximum amount Ford has allotted, you have to buy a car, or win the sweepstakes. In addition to the Box Tops earned through promotional viewing and car purchases, Ford promises to give away 250,000 Bonus Box Tops in six prizes. The grand prize is 200,000 Box Tops; five other winners will get 10,000 each. Ford is optimistic that its participation will result in a million-dollar contribution to the Box Tops program."
As you design your cause marketing campaigns, are you and your partners building in the specifics in the spirit of transparency? Or, are you still pretty vague about what is generated for the cause?
We often hear about the importance of transparency and specificity in cause marketing campaigns ... especially for point of sale or pinup campaigns.
I interacted with three examples this week: two via Google News Alert announcements and one while shopping last night.
The contrasts help me see the importance of specificity.
The first (Groovin' on Granola's campaign for Music Emplowers Foundation) mentions that Groovin' will donate two cents ($.02) for every purchased package to the MEF. But, there is no mention of a total commitment so we're left with the feeling from the Starbucks campaign a few years ago ... two cents? What does that mean? Why so little. Will my purchase really make a difference?
The other two campaigns, on the other hand, are very specific on the donation amounts:
Lowe's commits 10% of retail sales with a minimum of $250,000 while Cheerios commits to $1 per card up to $100,000.
How do these commitments make you feel when compared to the Groovin' promise?
Below are the three promises in their own words from their materials/websites.
From Groovin' ... "Groovin' On Granola, which produces a variety of gluten-free, all-natural granola snack products will contribute $.02 to the Music Empowers Foundation for every package purchased beginning November 1, 2011. All packages of Groovin' On Granola will feature the Music Empowers logo and website address." http://prn.to/pueG9l
From Lowe's ... "Through the Plant for the Cure® program Lowe’s will donate 10 percent of the retail sales price of select flowering plants during the program period (bearing the Plant for the Cure® tag) to Komen for the Cure with a minimum guaranteed donation of $250,000." http://bit.ly/pGkhf6
From Cheerios ... "Cheerios will send extra “Cheer” to military families by donating $1 to the USO for each postcard received from specially marked packages through November 30, 2012. To kick off the campaign, Cheerios has already donated $150,000 to the USO, and will donate up to an additional $100,000 based upon the number of postcards received. " http://bit.ly/ol4auf