Many long-running cause marketing campaigns ceased to exist this year. Lee’s Denim Day, Yoplait’s Save Lids to Save Lives and Campbell’s Labels for Education to name just a few.
So what’s going on? Could this be the death knell for Cause Marketing?
At Rodman & Associates, we think not. Companies–and their consumers–have become more sophisticated, and they are demanding more from Cause Marketing campaigns. The evolving trend is for corporations to define and create a unique program that reflects the core DNA of the business itself.
Traditional corporate marketing goals include increased sales and revenue whereas nonprofit marketing goals often consist of educating, inspiring and motivating. Although each have different objectives, the tactics used are not that different. (more…)
Reverend Graham was right . . . Americans are a generous lot, especially this time of year! (more…)
The word “innovative” is so overused we tend to gloss over it. Yet recently I’ve taken notice of a young nonprofit, Multicultural Refugee Coalition (MRC), whose earned-income focus and smart capitalization of key markets is creative and effective enough that we might actually apply “the i word” to their programs. (more…)
I love finding examples of partnerships between businesses and nonprofits that are clearly win-win scenarios, providing benefits and positive exposure for both parties. So when I find a “win-win-win” scenario, it’s even better. (more…)
If you are a business owner, marketing director or HR professional, you likely play a key role in your organization’s charitable giving decisions. What does that process look like? When you think about your business and philanthropy, is something missing?
Does it feel sometimes like you or your company go through the motions of writing a few checks of support – or even underwrite a cause-related event or two – without a real strategy for corporate giving?
If you answered yes to any of the above, you’re not alone. (more…)