For Direct Relief, Cause Marketing, Disasters are a Game

There's social media, and social networking and then there's social gaming. And they're all growing like crazy and can be used for cause marketing. While my focus is generally on how social media and cause marketing can work together, social gaming is an uncharted area for me. Fortunately, I now have a good guide.

Tony Morain of Direct Relief International (DRI) is a graduate of the Six Figure Cause Marketing program Joanna MacDonald and I teach. But he's taught me a few things on how social gaming can be used for cause marketing. Tony must be a serious Farmville player because he's planting seeds in fertile ground.

eMarketer estimates that 68 million American will be playing social games (online games on which you play with people across the street or around the world) by 2012.

A leader in social gaming is Zynga, which is behind the two games you either love or hate on Facebook: Farmville and Mafia Wars. Combined, these two games have 70 million players. That's a lot of people and a lot of potential donors.

That's what Zynga thought when they approached Direct Relief after the Japan Earthquake. Zynga hoped to replicate what they accomplished after the Haiti Earthquake. Players donated by buying Haiti white corn in FarmVille, a Haitian drum in Mafia Wars, a Haiti fish in FishVille, and a chip package in Zynga Poker. The fundraiser produced a bumper crop, raising $1.5 million.

While a violent video game such as Mafia Wars is an unlikely partner for a humanitarian aid organization, Direct Relief decided to move forward, and never looked back.

Zynga created a virtual fan that players of the game could buy for $5, 100% of which went to Direct Relief. In a matter of weeks, they raised $600,000 for Japan. Moreover, they raised more online awareness for DRI than ever before, leading Direct Relief to be listed in Charity Navigator’s Top Ten Most Viewed Charities. This is impressive considering Direct Relief spends a fraction of what the other nonprofits on the list spend on marketing and advertising.

Mafia Wars is partnering with Direct Relief again to help people in the south recover from the devastating tornadoes that swept through the south earlier this month.

What a fantastic cause marketing program. A few key takeaways for cause marketers.

With cause marketing, the money is in the customer, not in the company. Zynga could have just written a check to charity after the Japan Earthquake, but it most likely wouldn't have been for $600,000. Zynga was smart and responsible to leverage its business model and give players a chance to support Japan.

Brand matters. Zynga sought out a well-known and respected organization to partner with. Good cause brands are like magnets that attract money, partnerships and opportunity. If you want to succeed in cause marketing, build your cause brand and companies will follow.

Cause marketing can work after disasters. I made this point right after the earthquake. Zynga didn't try to profit from the disaster or their players' support for victims. They simply chose an easy and powerful way to involve their business and customers in disaster relief.

Even killers have a soft spot. You'll want to steer clear of offline businesses involving the Mafia, but working with non-traditional partners that want to make a difference is okay. While Komen had its misstep with Kentucky Fried Chicken, fast food chains make excellent partners for cause marketing.

But like Mafia Wars you need to proceed with caution and care, or you reputation will get whacked.

Is Cause Marketing Really a Disaster After Disasters?

No sooner had the ground stopped shaking in Japan last week and people were already shaking their fists calling for a moratorium on cause marketing. It happens after every disaster (the last being after the earthquake in Haiti). I'm not saying that these calls for pause weren't uncalled for. I'm just wondering whether cause marketing is really a disaster after disasters, or are people being overly sensitive or maybe even hurting they want to help.

Let's begin with the definition of cause marketing. You might be familiar with mine: Cause marketing is a partnership between a nonprofit and for-profit for mutual profit. The nonprofit "profits" from the visibility and dollars raised while the for-profit benefits from increased consumer favorability which may drive sales.

I agree with Mom101 that post-disaster is no time for marketing ploys. Of course, this begs the question if there is ever a time for opportunism when it comes to cause marketing and raising money to support good causes.

Next, you have to look at just what type of cause marketing a company might use to help quake victims. Is there one type that might be better than another?

Point of Sale - A chain mobilizes its storefronts to ask customers to donate to agencies that are helping quake victims. 100% of the money goes right to these nonprofits; the company is merely a pass through. The company may even choose to match a portion or all of the donations. It's hard to argue against this type of cause marketing.

Purchase Triggered Donations - You designate a product or service from which up to 100% is donated to quake relief. I could see consumers frowning on this one, especially if it was less than 100%. If Starbucks said they were donating all the money they made in their U. S.  stores from 8 to 9am on one weekday, would you think less of them? Would you complain that they should just donate the money instead of using cause marketing, even if it heightened the need to give to quake victims?

Message Promotion - What if Target took a piece of its advertising budget and devoted it to ads telling consumers how they could support the Red Cross' efforts in Japan. Is there no place for that type of cause marketing as well? This extends to digital cause marketing too. What if Toyota put its Facebook page to work promoting the Japan Earthquake page so people could stay informed and engaged.

Employees Engagement - Building off of Help Attack! which I talked about last week, aircraft maker Boeing could set aside one million dollars for the Red Cross so employees that sign up for the social giving service can tweet and Facebook for the victims.

I think there are some good ways that cause marketing could be helpful immediately after disasters. I also don't think people are aware of all the different ways cause marketing could aid a relief effort.

Of course, cause marketing needs to be done tactfully, senstively in light of the circumstances. An added bonus might be that while plenty of money will naturally pour into relief agencies in the immediate days following a disaster, cause marketing might just be the engine that sustains the momentum of giving.

Whether it's after a disaster or in the ongoing fight against cancer, cause marketing should never be viewed as having "strings attached." Why can't it be a lifeline instead?

What do you think?