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Greetings!
Quick -- what do these three things have in common:
- Cruise ships
- Health clubs
- Animal shelters
If you answered "venues for cause marketing
campaigns" you've hit the nail on the head.
Having recently reviewed 95 entries into our Cause
Marketing Halo Awards competition, I can tell you that
the diversity of cause initiatives compared to
five years ago is striking.
Car makers,
cable
networks, insurance
companies,
publishers, wireless phone networks and many
others have
joined
the traditional packaged goods marketers. Programs
target urban youth, stylish men, elementary school
students and investors in addition to the traditional
Mom with kids.
That's great news for business and nonprofit
executives alike -- there are more opportunities than
ever to build sustainable, mutually beneficial alliances.
David Hessekiel
President
Cause Marketing Forum, Inc.
| Men's Magazines Embrace CM |
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If you ever thought that cause-related programming
only appealed to women, think again.
Esquire and GQ magazines, two of the leading
authorities on marketing to men have embraced
cause strategies in a big way.
For the past four years, Esquire has created incredible
signature spaces in New York and LA that it leverages
to sell more advertising to lifestyle marketers.
Critical to the program's success is its ability to
attract celebrities, wealthy consumers and press
attention to
advertiser-sponsored events at these "ultimate
modern bachelor pads."
Charity partnerships are core components of that
strategy. From October to December 2006, Esquire
teamed up with eight nonprofits (e.g. Oxfam, VH1 Save
the Music and Faster Cures) to attract the right people
to a
17,000-square-foot estate in Beverly Hills.
The overall program yielded $6.5 million in
incremental advertising for the magazine and $1.1
million in donations to its charity partners.
To help commemorate its 50th anniversary this year,
GQ magazine recently started a charitable project
called The
Gentlemen’s Fund that will be promoted using
the theme "Better Men. Better World".
The idea for the fund stemmed from the response to
an article that ran in the December issue of GQ, “The
New Rules of Charity,” which suggested “that this new
generation of guys wants to be involved and find a way
to make a difference.”
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| CECP Honors GSK, Salesforce.com and National Academy Foundation |
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Dozens of the world's top CEOs gathered in New York
last week to honor their peers for leadership in
corporate philanthropy.
Attracting and motivating top scientific talent was cited
as the biggest business benefit of GlaxoSmithKline's
philanthropy initiatives by CEO Jean-Pierre
Garnier. "It's not just doing the right thing -- it's
developing a competitive advantage," he said.
Salesforce.com represents the new breed of
company
that fully integrates strategic philanthropy into its
corporate DNA from the outset. CEO Marc Benioff
described the company's unique business model
which calls for 1% of equity, 1% of employee time and
1% of product to be donated to nonprofits.
The
National Academy Foundation was recognized for
sustaining a network of career-themed college
preparatory academies based on business-education
partnerships. "We've built it together so what
students learn in the classroom makes sense in the
workplace," explained CEO JD Hoye.
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| The 1st Run Walk Ride Fundraising Conference |
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Nonprofits raise in excess of a billion dollars annually
via walks, runs, rides, swims and other participatory
athletic events. Up to now, each of them has had
to “reinvent the wheel” in developing their programs
because there’s been no place to share best
practices.
If you’re involved in running a “thon” to support your
charity, you won’t want to miss the inaugural Run
Walk Ride Fundraising Conference. Presentations by
leading practitioners and facilitated discussions will
help you improve your fundraising results, generate
greater awareness for your cause, more successfully
activate corporate sponsors, and better recruit and
retain participants.
Learn more and register
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