Tuesday, October 18, 2011

Cause Marketing Readings of the Week - October 17

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

Do Galas & Charities Really Benefit Your Cause?
Interesting post from Seth Godin. How much of the “door price” actually benefits your charity or cause? http://bit.ly/pk8uf2

Hy-Vee, Sarah Lee & P&G Partner for Points & Schools
Hy-Vee partnered with Procter & Gamble and Sara Lee in the SMART Points program, which ran from September through November last year and has been renewed again for 2012. SMART Points allows customers to vote for their favorite schools in an effort to win prizes for those schools and for students. http://bit.ly/qXqibz

Cheerios, NASCAR & The USO: A winning combination?
Note the transparency and specificity of this cause-marketing campaign: A partnership between Cheerios and the USO to help support military families by sending “Cheer” postcards from the front of specially marked packages of Cheerios cereal found in stores October through November, 2011. People can simply cut out the postcard from the box, write a message of thanks on the back, add a stamp, and mail the pre-addressed postcard to the USO. The USO will deliver the postcards to military families. In addition, 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. The donation will go towards USO programs that help connect families with their loved ones while deployed. http://bit.ly/ol4auf

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