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Dear ,
Cause marketing will grow at a rate 40% higher than the overall sponsorship industry in 2009, according to the latest forecast by IEG.
Those figures disguise the fact that some groups will experience significant reductions due to corporate cutbacks while others will grow thanks to new initiatives. Creating value through smart work by companies and causes has never been more essential.
David Hessekiel
President
Cause Marketing Forum, Inc.
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Is a Play on Words Enough? |
Looking through my 2008 creative folder recently, I came across two alliances that grew out of word play:
Meta-search engine Dogpile.com, for example, has forged a million dollar alliance with the ASPCA. An undisclosed portion of revenues generated by Dogpile searches is being donated to help pets in need.
Cold remedy Zicam (which fights rhinoviruses) has teamed up with Jack Hanna to help protect the endangered rhino population. The company is donating a dollar for every entry into its sweepstakes for cash and a trip to Africa.
Is word play enough of a basis on which to build a sustainable alliance? The Zicam effort clearly seems like a short-term promotional effort, but Dogpile looks like it may have legs (four legs?) What do you think? |
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Time to Enter! |
Best Use of Social Media is the newest category in the Cause Marketing Halo Awards. Entry Deadline: February 2.
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| "Uncharitable": A Must Read |
 Have you been in the sector long enough to remember the great Pallotta Team Works controversy?
Dan Pallotta and his colleagues pioneered the creation of multi-day athletic event fundraising events that raised millions for AIDS and breast cancer research. After raising more than $300 million net, Pallotta and his for-profit company were accused of profiteering by activists. The business collapsed in 2002.
Last month, Pallotta published "Uncharitable" in which he argues that efforts to solve social problems are being ham-stringed by an ethos that villanizes the use of many mainstream business practices like advertising and paying competitive salaries.
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New: CM 101 Teleconferences |
| Looking for the keys to CM success? Here's a great opportunity to start 2009 with new tools from an expert mentor.
 CM veteran Mollye Rhea of For Momentum will lead separate business and nonprofit CM 101 series starting in January.
Each three-session series includes a bonus one-on-one telephone consultation to discuss your CM challenges.
Dates: Jan. 21, Jan. 28 and Feb. 5
Price: $295 including materials, consultation and access to session recordings
CMF Members Save 10%
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| Registration Is Now Open! |
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"Bottom Line Cause Marketing" is the theme of CMF7, the hardest working conference we've ever designed to help businesses and nonprofits succeed together.
Visit cmfconference.com to see the top faculty we've recruited to help you leverage CM strategies that increase sales, raise funds, turn on employees, activate supporters, modify behavior, enhance loyalty and change the world!
When: May 27 - 29
Where: Westin Chicago River North
We've also been working overtime on strategies to stretch your budget:
-- CMF Member Discounts
-- Group Discounts
-- High Value Workshops
2009 CM MASTER TELECONFERENCES
Tuesday, January 13:
CM Strategy in a Down Economy presented by Phil McCarty of McCarty Partners and Maureen Carlson of Caliber Sales & Marketing
Wednesday, February 11:
Launching Nau Now presented by Ian Yolles of Nau, a mission-driven apparel company.
These one-hour sessions (FREE to members) include a powerpoint presentation that is yours to keep and access to a class recording should you miss the live event.
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