Cause Marketing Readings Of The Week - January 23
| Posted in Resource Roundup on Jan 23, 2012 by |
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Here’s the best of the best of cause marketing information from the last week:
3 Successful Small Business Cause Marketing Campaigns
If you are a local charity or small business, these are great examples. I especially like the “Chowdown to Help the Town” campaign because of its simplicity. http://ow.ly/8yV6K
2 Examples of How Non-Profit Content Marketing Should Work
Great cause marketing concepts can fail if you fail to deliver the messages in ways that engage donors, participants and others. Content marketing is one method that expands the reach of your cause marketing. These are two great examples. http://ow.ly/8yVd5
Getting Started with Cause Marketing, Easy as 1-2-3 Joe Waters, one of the master cause marketers shows powerful information for those thinking about using cause marketing for their charity or nonprofit. http://ow.ly/8yW8R
The three steps are:
Step #1: Uncover Your Assets
Step #2: Identify a Partner
Step #3: Pick a Program
83% Want Brands to Support Causes
Some stats from the Cone Cause Evolution Study: 83% of Americans say they wish brands would support causes and 41% have bought a product because it was associated with a cause; a figure that has doubled since 1993. Further, more than 90% think companies should consider giving in the communities in which they do business. They also want the causes to be consistent with the branded messaging and support causes the consumers themselves find important. http://ow.ly/8yWzm
Trying to Decide on a Cause Marketing Category? Consumer Location is Key
“Smart brand managers care about what their customers care about,” said Program Director Zack Ruderman. Education is a key issue for moms so it’s a natural fit as a cause. But since schools are local, General Mills has a national campaign that essentially drafts 70,000 volunteer brand ambassadors. The ambassadors are given the freedom to target the giving to the programs that will resonate at the local school level – it could be science lab equipment in one community or football uniforms in another. http://ow.ly/8yWFF
Kroger’s Giving Hope a Hand Campaign is Gaining Momentum
Kroger’s Giving Hope a Hand campaign, an anti-breast cancer effort is gaining momentum for much the same reasons that General Mills’ Boxtops for Education and Campbell’s Labels for Education have; it’s opened up the effort to other brands. http://ow.ly/8yWYD
Steve Drake is President and Owner of SCD Group Inc., a consulting company focused on strategy, content, cause and discovery. Drake is an award-winning cause marketer passionate about linking associations with nonprofits and for-profits.
Tags:
Cause Marketing Campaign Nonprofit Marketing Nonprofit Content Marketing Cone Cause Evolution Study Joe Waters Steve Drake
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