Category Archives: Cause Practices

How Businesses Can Help Oklahoma Tornado Victims (Hint: Learn from Boston)

Written on May 20, 2013 in Cause Practices
1 Comment

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I’m away this week speaking at the New Strategies Conference in Charleston, S.C. But like everyone else I heard the sad news about the tornados in Oklahoma and the terrible loss of life and property.

I know businesses are going to want to help. And after seeing how businesses responded after the tragedy in my hometown of Boston, I have a few suggestions.

1. Donate what’s needed most, but especially cash. Give what you can and tell people what and how much you gave. People are expecting you to do something so be upfront.

2. If your business has a cash register, set up a register program so customers can donate. If you can match their donations, even better.

3. If your company has made a donation, but is not a B2C business with a register, explore your options to donate a portion or percentage of sales from your product or service.… Keep reading

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Boston Strong Cause Marketing: The Good, The Bad & The Ugly

Written on May 16, 2013 in Cause Practices
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I can’t believe it’s already been a month since the Boston Marathon bombing. It was a harrowing day (and week with the ensuing man hunt), which I recounted in my newsletter and on the For Momentum blog. In the days following the bombing, Boston Strong became the battle cry for a whole nation.

On the cause marketing front, it was a interesting and enlightening to watch things unfold. I saw a lot of great examples of cause marketing that were innovative, creative and downright inspiring. It made me even prouder to be a wicked awesome Bostonian!

But there was also a downside to all the attention the tragedy got, and the mad rush to give when it wasn’t always clear who was getting what and how much.

Here’s my perspective on the good, the bad and the ugly of Boston Strong cause marketing.

The Good

One Fund Boston. State and city officials did a great job moving quickly to establish a single fund to which people could donate.… Keep reading

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Pop-Up Register Programs Support Boston Bombing Victims

Written on April 30, 2013 in Cause Practices
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Register programs are similar to pinups in one important way and different in two distinctive ways.

First, they are similar in that they fall under the umbrella of point-of-sale (POS). For me, POS cause marketing is anything that happens at a business’ register that raises money for a nonprofit. In addition to register and pinup programs, I would put round-up programs and donations boxes under the point-of-sale umbrella.

Register programs differ from pinups in that they are generally passive cause marketing – which means there is no ask from the cashier (e.g. “Would you like to donate a dollar to the One Fund Boston?”). Beyond seeing the signage at the register – or on the credit card terminal when they swipe their card – the customer acts on their without any prompt from the cashier. Pinups also involve some type of paper icon that shoppers sign and is then displayed in the store.… Keep reading

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Yes! National Companies Do Partner with Local Nonprofits

Written on March 20, 2013 in Cause Practices
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It’s true: a lot of big, national companies won’t work with local nonprofits. They prefer to work with big national charities. But that shouldn’t stop you from asking because, well, you just never know until you ask!

  • Just today I read how Jo-Ann Fabrics & Craft Stores allows each new Jo-Ann store the opportunity to make a $2,000 donation to a local school and each of the three Jo-Ann Distribution Centers the opportunity to donate $3,000 quarterly to the local non-profit organizations of their choosing. Last year Jo-Ann Fabric Stores gave away $142,000.
  • Walmart supports a lot of national causes, such as the Children’s Miracle Network, but when I worked with them here in Massachusetts each store was allotted $2,000 to support a local nonprofit of their choice. That’s not a ton of money from one store, but we took the extra step of soliciting every Walmart in Massachusetts to support our nonprofit.

    • … Keep reading

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A Better Way to Raise Money at the Register

Written on March 6, 2013 in Cause Practices
3 Comments

With a new dog in the house, I’ve been shopping for a few items at my local Petco, which is just a couple miles from where I live.

After I swiped my credit card in the terminal, I got the below message from the Petco Foundation.

Now, I’ve seen many requests for a donation on credit card terminals, but I haven’t seen one yet that makes me choose YES or NO like this one does.

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The ask is very clear and you have to choose a response to continue with checkout.

I love the idea of using credit card terminals to process donations. I hate all the clutter and paper waste from pinups. But there’s one problem. The credit card terminal gives the cashier a reason NOT to ask the shopper to donate. They figure the terminal will do the work. But it doesn’t. Without a direct ask, the shopper can quickly bypass the donation request and move on with their transaction.… Keep reading

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