What's not to like--really...what?

So, as I'm sure you've quickly realized, there really isn't a whole lot about the concept of cause marketing that I don't like--and what's not to like when the goals of cause marketing are to influence companies to:

1. Create causes linked to their brand purpose
2. Make meaningful changes
3. Invest longterm in causes
4. Create something that employees can become engaged with
5. Act quickly
6. Establish (and solidify) themselves as supporters of relevant causes

(All info borrowed from SmartBlog on Social Media.)

So, if you're really still not buying into the whole win-win concept of cause marketing that I'm desperately trying to promote, PLEASE check out the 2010 Cone Cause Evolution Study. (And, just as some background knowledge, Cone, Inc. is a strategy and communications agency dedicated to cause marketing, corporate responsibility, brand marketing, nonprofit marketing, and crisis prevention and management--SO they know their stuff.)


Also, because I know some of you won't click on over to the 2010 evolution study AND really because I want to peak your interest...here is a little preview...

The biggest findings of the 2010 Cone Cause Evolution Study were that moms and millenials are the most targeted groups for cause marketing campaigns. (Moms because they control about 80% of household shopping and millenials because they possess nearly $40 billion in discretionary income to spend.) Check out page 13 to see how moms and millenials hold up next to the national average. (I think you may be surprised by the noticable gap.)

So, just to be completely annoying and to once again reiterate my obsession...PLEASE check out the 2010 Cone Cause Evolution Study. (The study is all about us (millenials) and I think you may be more involved in the cause marketing phenomena than you may realize.) Until next time...

Buy in, why not?

Okay...WOW it's been a really long time since my last post. So, have you thought at all about what you support and how you choose to support them?

Well, I can't speak for you, but I can speak for myself--and some campaigns that I support are:

Product (Red) This is a pretty popular cause-marketing campaign that works in conjunction with many popular brands--some examples being: Gap, Apple, Starbucks, etc. The reason that I choose to support this cause is because AIDS is a global issue that I want to help combat and hopefully/eventually eliminate (fingers crossed.) Subsequently, the fact that Product (Red) collaborates with clothing retailers, electronic retailers, and food chains alike it has spread itself to attract, interest, involve an expansive audience. And another perk...a percent of the sales proceeds is what is sent to the Product (Red) global initiative--(meaning you aren't being guilted into opening up your wallet and surrendering you last last dollar, but are choosing to support a campaign through concious choice.)

TOMS is another pretty popular cause-marketing brand--that is especially neat in that it's giving initiative is established in its brand. With a motto "One for One" how could you not be instatnly interested and drawn to such a selfless brand? And...yeah, yeah I realize that the brand has been popular for a few years now, while I've just recently jumped onto the bandwagon and bought my first pair...BUT I've had my eye on them for awhile and am so glad that I finally decided to buy my first pair and, subsequently, give my first pair to a child in need.

So...those are two examples of both a campaign I follow and giving-initiative brand that I support--not that they are the only two I ever support. While I'm out shopping, and read that a proceed of the total of a product will go to (basically any) worthy cause, I'll buy it. Is that same true for you?

Did you know that...

88% of women and moms say it is important for companies to support a cause

69% of moms stated they will try a brand because it supports a cause

58% will pay more for a brand that supports a cause she cares about

(all statistics according to the 2008 Cause Survey from Barkley)

Anyways, those are only statistics of women...you'll be surprised with what other statistics exist. More to come, so until next time...buy into the trend. It's easy, concious, and feel-good...why not?

Serendipitous suppporter--right here.

I don't know about you, but I tend to be a little hot and cold when faced with the question, "Would you like to donate an extra dollar to blaaaaaaaank organization?" Depending on my mood, how legit the organization sounds, my latest bank statement, etc., I will either be really quick to respond with "yes!" or politely decline. Though I like that companies are taking initiatives to raise money this way, I kind of feel indifferent about this form of fundraising. Like I said before, there are just too many factors to deter customers from donating.

And actually, on the flip side, I work at Arby's (yes, fastfood) and every year we participate in the annual Big Brother Big Sister fundraiser--which I think is awesome. I love the fact that we participate every year. Because we do, it allows me as employee to justify to our questionable customers that it is indeed a "legit" fundraiser. The only issue that I have with it..is actually the same as I touched upon earlier; there are just too many customer deterants--and these deterants that lead to the response "Maybe later/I've already donated/I don't have the funds right now" are the biggest problem. No employee cares to hear why you "can't" donate at the time, and really this response only registers in their heads as why you "won't" donate--which turns the whole concept into something negative.

Okay, so I realize that I've gotten a bit off track and that this isn't the case for all employees participating in this type of fundraising, but this just leads me to my explanation as to why cause marketing is the best method for corporate and non-profit collaborations. Don't leave so much choice up to the customer--and I don't mean it like that. I mean it like, don't leave customers with a simple yes/no response; rather, involve them in the process. Allocate that a certain amount of proceeds from a particular product go towards the non-profit partner. That way, customers have choice to justify for themselves why they should buy this product and essentially help the non-profit's cause. Corporations have realized that customers like to have some say in what they support, which is why cause marketing has become so prevalent.

So, I still want to know..what do you support?--and why do you support it? Which type of fundraising are you more receptive to? I know that, personally, I prefer knowing that a product that I've chosen to buy will be supporting a cause that I support. It just makes me feel more involved in the entire process. I mean, I know it's cool to walk out of a store with a whole bunch of coupons for having said "yes" to donating, but honestly, will you be using them?--or were they just a waste of paper? And will you remember the cause tomorrow?

What do you support?

Hi, how're ya doin'? Good? Good.

So, cause-related marketing--know anything about it? It's been a few years since I've done much research on the topic so I'm about as out of the loop as some of you may be. BUT it actually is a really interesting topic, and I'm pretty excited to dive back into the marketing culture to find out what's been goin' on since I last abandoned my research.

We're college students..so, I'm pretty sure it's a given that we're a little thrifty. But the beautiful concept of cause marketing is that it doesn't require us to be philanthropists to feel good about ourselves and our actions. Cause marketing is awesome because it allows us (Gen Yers) the opportunity to support what WE feel are good causes--and seriously what's not awesome about that? I'll go into "why" in my next post.

Anyway, I guess I should give you the verbatim definition for cause marketing, but instead I'll just explain it to you in my own words. Cause marketing is the result of a collaboration between a company/corporation and a non-profit organization. The collaboration normally yields a substantial monetary sum collected by the corporation for the benefit of the non-profit. So, I ask you, how many of you have ever donated an extra dollar to a cause that your grocery store is currently supporting?--or purchased one product over another because a portion of its proceeds were going to a particular organization you like? Well, if you answered yes to either of those..you are basically a philanthropist by the standards of many Gen Yers.

I personally think we're a really passionate and caring generation that know what we want and strive for what is good. What do you think? And, for next time..what causes have you recently supported?