Are there right ways and wrong ways to be generous? Maybe not, but last week watching the Academy of Country Music Awards, I got all fired up about some ways I think good companies could do generosity in better ways.
For example, Con-Agra’s intent to end child hunger is admirable. But how about instead of some pushpin secret code gimmick, they just go ahead and do something about ending child hunger.
And shouldn’t Dodge Ram just sponsor FFA nationally and make it possible for every kid who wants to learn about farming in high school to do so without requiring me to test drive a truck? Won’t that kind of generous business practice sell a lot more trucks?
The secret to great cause marketing is to have a cause you believe in and take steps to make a difference.
Maybe someone will find out, maybe they won’t. But you have to believe. Don’t make the customer jump through hoops like entering a code from a frozen dinner or test driving a truck or liking your facebook page to participate.
If it’s a cause you truly believe in, take action.
Or don’t.
Great observation and I agree that there is a fine balance there. Companies that divert regular marketing dollars to cause marketing dollars want get some return from them though. Otherwise they could (and probably do) just make a donation to support that effort. Companies have only so much that they can just donate, therefore using marketing dollars helps with their contribution. However they need to find ways to leverage it to get a return on their effort. Would you agree? I’m not trying to defend them, nor am I trying to counter your comments. I would just like to hear your thoughts as to how you would have guided either Con Ag or Ram with their cause marketing promotion? Thanks for your insights! I thoroughly enjoy your posts.
Jeff –
Thanks for commenting. Return on their efforts? Absolutely agree! I object to requiring customer participation for little return. What would the ROI be on equipping FFA students with a YouTube Channel sponsored by RAM to upload their class projects? Celebrate the launch with a limited edition FFA truck with the royal blue corduroy and gold embroidery interior. I think great examples are found in Dove’s Campaign for Real Beauty. Kraft sponsors the “Fight Hunger Bowl.”
I hope others weight in! By the way, Tim told me to include positive suggestions for how to do cause marketing well. We will have to explore that in future posts.
Thanks again for your comments and kind words!
L.
You are so right on this!
Thanks, Dave. It’s tricky business to be sure, but belief trumps business. And the beauty of it is, that true belief creates a more successful business. I know YOU know this very well!
Thanks! I like both of those options, and appreciate you expanding on your thoughts.