Category Archives: Cause Marketing 101

Paper Pinups vs. Credit Card Machines: Which One Raises More Money?

Written on August 1, 2012 in Cause Marketing 101
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Radio shack1

People always ask me if there’s a good alternative to traditional paper pinups. The answer is maybe.

My friend and fellow cause marketer Scott Henderson sent me this picture of a register program at Radio Shack that prompts shoppers to support LIVESTRONG after they’ve swiped their credit card. I prefer the credit card machine because there is no paper waste from the pinups, which will all end up in the trash after the program is done.

There’s one problem: promotions involving credit card machines may not be as effective and lucrative as paper pinups.

My former colleague Holt Murray and I discussed this on Twitter.

Holt and joe

First, if there is no activation from the cashier (i.e. “Would you like to donate a dollar to fight cancer?”) nothing will happen. But this is true with paper pinups as well. No ask, no gift.

Second, the credit card machine is not a place where shoppers want to linger.… Keep reading

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Raise More Money From Businesses with Donation Boxes

Written on July 16, 2012 in Cause Marketing 101
6 Comments

Donation boxes – also called coin canisters – are one of the simplest and cheapest ways to raise money from businesses. The action happens at the register after customers buy something and they drop a few coins, or a buck or two, into a donation box. Sometimes the cashier gives the shopper a nudge – “We’re raising money to help the troops” – but often not. That’s why I call it passive cause marketing.

A lot of nonprofits have written off donation boxes as a lousy way to raise money from businesses. As one nonprofit executive explained to me: “They don’t raise a lot of money and they’re just kind of a hassle. Coins are heavy!”

I have to agree on the latter. I remember loading so many coins into my trunk I thought my back bumper would scrape the pavement. But I’ve raised a lot of money from donation boxes.… Keep reading

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5 Tips for Developing Cause Marketing Partnerships

Written on April 20, 2012 in Cause Marketing 101
3 Comments

Scott Pansky of Allison + Partners is one of the most knowledge guys I know on cause marketing. Not long ago I said he should write a book. The other day he sent me his bullet points for 5 Tips for Developing Cause Marketing Partnerships.

Well, I guess it’s a start!

Of course, Scott made some excellent points. To them, I’ve added posts I’ve written that elaborate on them. They’re a poor a substitute to what Scott could write on the subject. But until Scott writes his book on cause marketing it will have to do!

#1.  Is Cause Marketing Right for Your Organiztation?

#2.  Do Research on the Company Before Reaching Out to Them

  • Research their marketing, PR, sales goals and objectives.

    • … Keep reading

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Looking for Your First Cause Marketing Partner? Try Your Corner Market

Written on April 11, 2012 in Cause Marketing 101
3 Comments

Supermarkets

A common question I get is how can a local nonprofit land a cause marketing deals with a national chain when the latter will only work with large, national nonprofits. It’s simple: don’t target national chains. Instead, target regional, mid-size chains that are more likely to work with a local charity that’s more visible in their service area.

Look at the list of America’s Best Supermarkets to the right. In the 2012 ranking, there are four supermarkets I’ve never heard of – and with good reason. These supermarkets are located outside Massachusetts.

Take the Stater Brothers supermarket chain. Don’t know them, but you probably do if you live in Southern California where they have 167 stores. As far as I can tell they don’t work with a national nonprofit. This press release highlights their work with local food banks.

Another example is Raley’s, which has 137 stores, mainly north of San Francisco.… Keep reading

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Don’t Hire a Full-Time Cause Marketer

Written on March 21, 2012 in Cause Marketing 101
5 Comments

Just about every day I read about a nonprofit either looking for a cause marketer, or searching for someone to do cause marketing along with events, sponsorship, operations, human resources, major gifts. You know, the typical nonprofit multi-tasking stuff.

The person selected will be responsible for securing, managing and evaluating key cause marketing and brand partnerships that bring in significant revenue, expand traditional media partnerships, reduce costs and increase the organization’s credibility within key stakeholder categories.

The bad news is that this nonprofit and others are unlikely to find the right person for a couple reasons.

First, few people have cause marketing experience. Cause marketing is a niche skill set that most people just don’t have. They can learn on the job, but I’m amazed the money nonprofits will pay to wait on results. They’re reinventing the wheel, and it’s totally unnecessary.

Second, say that you do find someone that’s an experienced cause marketer, which means they’ve worked on a cause marketing team for one of the large nonprofits.… Keep reading

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