http://enterprisefactory.com/2009/10/cause-related-marketing-pinkification/ We find the profits in non-profits Mon, 02 Nov 2009 11:17:49 -0700 http://wordpress.org/?v=2.8.4 hourly 1 http://enterprisefactory.com/2009/10/cause-related-marketing-pinkification/comment-page-1/#comment-167 Noelle Celeste Tue, 27 Oct 2009 18:22:50 +0000 http://enterprisefactory.com/?p=412#comment-167 I believe cause-related marketing actually works best when the relationship is personal. The Aveda shop that hosted a special day to raise money for a member of their staff with cancer treatment bills, versus a pink bottle for their new shampoo launch. When I can see the connection, I dig the relationship and will often spend my money with a company. When I see a long-term commitment to a cause--Timberland with City Year is one of my favorites--then I trust that the cause is something that truly informs the company's values, not just their bottomline. However, if I just see a chance for $1 from my $50 purchase to go to some huge national or international cause--that doesn't move me and it doesn't seem effective. I encourage companies to do two things to make their cause related marketing more effective: 1) localize the cause--want to support the arts? partner with a small museum or a local theatre. want to "go green" give money to park clean-ups, green remodeling of local homes, or to support local growers or a local market. 2) engage your employees--once the commitment is local it is easier to get your employees involved--a volunteer program, discounts to the events you're sponsoring, etc. When they get excited about where you are partnering your cause marketing has the effect of energizing your team too. I believe cause-related marketing actually works best when the relationship is personal. The Aveda shop that hosted a special day to raise money for a member of their staff with cancer treatment bills, versus a pink bottle for their new shampoo launch. When I can see the connection, I dig the relationship and will often spend my money with a company. When I see a long-term commitment to a cause–Timberland with City Year is one of my favorites–then I trust that the cause is something that truly informs the company’s values, not just their bottomline. However, if I just see a chance for $1 from my $50 purchase to go to some huge national or international cause–that doesn’t move me and it doesn’t seem effective. I encourage companies to do two things to make their cause related marketing more effective: 1) localize the cause–want to support the arts? partner with a small museum or a local theatre. want to “go green” give money to park clean-ups, green remodeling of local homes, or to support local growers or a local market. 2) engage your employees–once the commitment is local it is easier to get your employees involved–a volunteer program, discounts to the events you’re sponsoring, etc. When they get excited about where you are partnering your cause marketing has the effect of energizing your team too.

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