Monday, August 22, 2011

Week of August 1, 2011

Here’s the best of the best of cause marketing information from the last week:

5 Tips for Running Successful Cause Marketing Campaigns
Businesses love cause marketing, and the belief is that supporting a good cause translates into stronger sales. Consumers have taking a healthy shift towards doing good, with 86% of global buyers believing that businesses need to place at least equal weight on societal interests as on business interests, according to an Edelman survey. It’s not enough to make money — businesses also need to do good. How do you run a successful cause marketing campaign that reflects well on your brand and also does some serious good? We’ve got five tips for you:

FedEx is a great example of Corporate Cause Citizenship
The news release says “FedEx Corp. moved closer to meeting its 2020 global citizenship goals with significant support from its 290,000 global team members and through a number of smart investments. The FedEx 2010 Global Citizenship Update, released today, showcases how smart collaboration and strategic investments can help connect the world in responsible and resourceful ways, while creating economic opportunity.” I’ve experienced the FedEx commitment since 2005 when FedEx began its support of the Trees For Troops project of the Christmas SPIRIT Foundation. The FedEx commitment extends beyond the company. Individual FedEx employee volunteers live the commitment. They amaze me each year with their enthusiasm and commitment. For me, it demonstrates how a company can “live” its commitment through its people.

Tevolution Brews Up Funds for Causes
Here’s a good post from Joe Waters. You all know I love cause marketing – a partnership between a nonprofit and for-profit for mutual profit. But I also love iced tea. So it’s no surprise that I love Tēvolution, a delicious new brand of iced tea from Purpose Beverages, Inc., launching right now in in Washington, DC and Los Angeles. This is purpose-driven entrepreneurship as Tēvolution was created specifically with causes in mind. But their model is also a great example of cause marketing that uses text messaging – SMS – to direct donations and engage consumers.

Marketing for a cause:
How do you mix business savvy with a desire to do good? According to business blogger Lori Williams, "cause marketing" is a way for your business to both do well and do good. She interviews Michael Morin, executive vice president and director of client services at The Yaffe Group, who says: “I think we attract this type of client because we believe in it," Morin said. "Cause marketing helps build relationships because you can relate to people on another level through a common interest or passion, and we enjoy giving back to the community.”


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