Cause Marketing Porn

pink partnerships

Nothing excites me more than arriving home to find it in my mailbox. I stash it into my briefcase and feel fourteen again. At dinner, I can't stop thinking about it. Later that evening after the rest of the family has gone to bed I flip through its pages until my fingers naturally find the centerfold. It's everything I expected, and more. So perfect. So beautiful. So...tantalizing.

I'm of course talking about the latest issue of Frontline, the racy newsletter of the Susan G. Komen Breast Cancer Foundation. Each quarter it includes succulent descriptions - with pictures - of Susan's latest partnerships. Several pages of some of the most interesting and successful cause marketing programs in the business. What's so great about Susan, you ask?

  • Susan is experienced. She's celebrating a ten year union with BMW. The Ultimate Drive has raised $9 million for Susan since its inception.
  • Susan is built. She's well endowed with dozens of active partnerships and the list grows daily.
  • Susan looks great in pink. Her signature pink products from handbags to candles make her one of the most recognizable brands in philanthropy.
  • Susan has the pick of the litter. Choose an industry category or leader and Susan has a friend.  When she speaks, even pet companies muzzle Fido so they can hear her story.
  • Susan isn't cheap.  She just inked a deal with David Oreck that will net her at least $250k.  An overly generous suitor perhaps?  No way.  That's Susan's going rate.  You must pay for play.
  • Susan has a reputation.  That men love.  Why else would the macho men of Major League Baseball swing pink bats?  Because she's Susan, that's why!

Susan is very special.  Just the kind of person every cause marketer loves to hate, and wants to be.