Week of July 25, 2011

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

7 Ways to Fire Up You Small Business Cause Marketing Effort
In today’s rocky economy small businesses may have the most to gain from integrating cause marketing into their marketing efforts. As always, I define cause marketing as "a relationship that bridges commerce and cause in a way that benefits both parties." Cause marketing has been shown to improve sales, brand and increase customer loyalty. It can help a small company stand out from competitors and improve employee recruiting and retention. And it does one or more or all these things while helping a cause. And, as you probably know, in this economy nonprofits in the United State are the thin red, white, and blue line between even greater social distress. For businesses large and small cause marketing is like exercise. It feels good and it’s good for you. Here then are ‘7 Ways to Fire Up Your Small Business Cause Marketing Effort.’ http://bit.ly/pbAYKW

Pennies from Heaven Supports Local Groups
J. C. Penney today announced that it is launching an inspiring new philanthropic initiative that invites customers in over 1,100 stores to turn small change into “pennies from heaven” by rounding up their purchases and donating the difference to life-enriching afterschool programs. Prior to the official launch in stores, customers will be able to collect virtual pennies as part of a fun, interactive experience on jcp.com/pennies. http://prn.to/oIOuZN

Tom’s Shoes Connects with Youth
Consumers are drawn to products with a charitable connection. Great piece from USA Today about impact of cause marketing on youth. http://usat.ly/p9mdYV

J&J Launches Healthy Future 2015 Strategy
Johnson and Johnson has launched Healthy Future 2015, a five-year strategic roadmap for its citizenship and sustainability priorities. The plan extends the company’s commitment to address global health needs. It includes goals ranging from providing affordable access to HIV and TB therapies to donating medicines for treating intestinal worms. These targets follow guidelines of the United Nations Millennium Development Goals. A CSR Minute video. http://bit.ly/n4bDxI