Friday, December 10, 2010

The new trend: Marketing with a Cause

Each year, the Cause Marketing Forum honors one business and one non-profit organization for their leadership and outstanding efforts in the pursuit of doing a noble cause. This initiative began in 2002 awarding General Mills in Business Golden Halo Winner and Susan G. Komen Breast Cancer Foundation in the NGO Golden Halo Winner. 

For the year 2010, Macy’s received Golden Halo Award in Business category for initiating programs and supported them with substantial promotional budgets at the time of recession.  They partnered with American Heart Association, Feeding America; Make –a – wish Foundation, National Park Foundation, Reading is Fundamental and more 10,000 local and national charities raised more than $ 36 million in 2009 and $32 million in 2008.

In the non-profit category, Feeding America was honored. Bold marketing moves with research and analysis and recession at doorstep, it raised the profile of hunger in America, have made one of corporate America’s most sought-after nonprofit partners. It’s difficult to keep track of the numerous new and renewed corporate partnerships the group has inked in the last two years.

Ebay was awarded in the Best Transaction Category, for raising funds for their favorite charities through eBay Giving Works in 2003. In 2009, eBay was spotlighted with more charities and upgraded Give at Checkout and Donate Now much more. he number of sellers with charity listings increased 60% over 2008. The number of charity listings increased by 150%. The overall program raised $50 million through transactional activity in 2009, nearly a third of the $162 million total it has raised since 2003.

Further, NBA (in association with UN) received Silver for raising funds. They have raised many partnerships and projects but not compared as per the year 2009. They launched a holiday campaign which offered fans two complimentary NBA game tickets for every $10 or greater donation with a cap of 10,000 tickets. From December 14 to 31, the program raised over $300,000 online, 29% of the foundation’s total online revenue for the year with an average donation of $45, far more than the $10 minimum.

In the Best Health Campaign Category, Gold was awarded to the partnership between NBA and UNF with UN High Commission on refugees to fulfill an urgent need for long-lasting insecticide – treated bed nets in African Refugees Camps in 15 countries. Another campaign organized by Cybex, teamed up with The Breast Cancer Research Foundation was honored with Silver Halo Award. They introduced new products for athletes and educate consumers for need of exercise in order to reduce the risk of breast cancer.

The winner for Best Environmental Campaign Gold was Sunchips in promoting the concept of Green Brand with association of Frito Lays. More awards were given out to General Mills for associating with biggest Loser TV show and Feeding America for Social Service and Best Message focused campaign was done by Ben & Jerry’s “Freedom to marry” speaking their thoughts on Gay Marriage being legal.