Tuesday, October 18, 2011

3 cases: Cause Marketing Should be Specific & Transparent

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


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