Portion-of-sale cause marketing programs are seemingly everywhere, yet if few stand out, still fewer venture outside the norm. And doesn’t it often seem a shame that potential donations are missed either by lack of consumer interest or time or even by poor communication on the part of the brand? What does this portion-of-sale cause marketing [...]
Tag Archives: Cause Branding
Bonterra’s Organic Approach to Cause Marketing
I’m impressed by the Bonterra Vineyards cause campaign. The California-based company has partnered with national non-profit Growing Power in support of urban farming efforts. As a huge brand, Bonterra has done some serious soul-searching to craft a meaningful cause-based partnership that will resonate for their staff, consumers and stakeholders and better convey the meaning of [...]
Cause Marketing Field of Dreams
Simon Sinek’s message Start with Why (must see) explains that marketing without this vision, this purpose, this cause does indeed work – through manipulation – but it does not breed loyalty or trust. Put in a cause marketing context, we may be guilted into donating at the register or buying the cause branded product, but we walk away feeling…icky, taken advantage of.
Who’s Got Your Back in Cause Marketing?
If you’re a company or non-profit organization considering the implementation of a cause marketing campaign or initiative, who do you turn to for expert advice? Turns out you have a broad spectrum of options. I’ve asked some of the best and brightest in the cause marketing realm to comment about their place within the cause [...]
Cause Marketing 2.0 – Where Do We Go From Here?
It seems you can’t turn around without bumping into a new cause-related campaign. On Facebook and Twitter…we’re asked to vote in online contests that leverage the power of social media to direct corporate giving (most notably the Pepsi Refresh campaign). At local retail establishments, aisle end caps lure us to pick “fair trade” items or vote with our dollars to purchase pink-clad boxes to support breast cancer research or soap bottles adorned with baby seals to aid in wildlife recovery efforts.
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