Cause Marketing Today -- There's a growing hunger for cause marketing

Cause Marketing Today

February 2009

Helping you reap financial & social dividends

Dear ,

Public trust in corporate America is, you should pardon the expression, in the toilet.

Trust in US businesses fell to 38% from 58% last year, the lowest in the history of the The Edelman Trust Barometer.

"It has been a catastrophic year for business," said Richard Edelman, president and CEO, Edelman. "Business must recast its role in society and move beyond simply generating ROI to its shareholders. It must partner with government and other institutions to assume societal responsibilities." The Edelman Trust Barometers explores trust in four institutions: business, government, media, and NGOs."

It's a crying shame that this has happened, but a great opportunity for companies and causes to work together to rebuild faith in business as a positive force for change.

David Hessekiel

President

Cause Marketing Forum, Inc.

PS - To help business execs develop more effective programs we're offering the For Business Only pre-conference workshop on May 27.

Hunger: A Hot Issue in 2009

The economic downturn has put a spotlight on the growing number of people who can't afford the basic necessities.

That has put hunger higher on the cause consideration list of many companies and expanded alliance building opportunities for two of America's leading anti-hunger organizations: Share Our Strength, CMF's 2009 Golden Halo Award Honoree, and Feeding America.

I spoke recently with Chuck Scofield, development director at SOS, and Laura Traut, director of corporate marketing at FA, to get a sense of what is happening in the trenches.

Both groups are continuing to enjoy success with their traditional strengths: SOS has a long history of working with the culinary industry (epitomized by its "Taste of the Nation" series) and FA has deep ties to grocery chains and food marketers through its Shop to End Hunger program.

Both groups have experienced upticks in stand-alone cause marketing programs. Many of the campaigns had been in the pipeline for some time, but some came together fast, especially at SOS. "Start with Substance", a transactional program to donate 1,000,000 bowls of Quaker oatmeal started with a conversation on 12/24 and launched on 1/15, said Scofield. An AT&T partnership, "Operation No Kid Hungry", began with a Thanksgiving week call and launched January 12.

Traut said FA has seen many of its traditional food industry partners work hard to increase or at least maintain their level of support in spite of "corporate belt tightening."

General Mills is an example of a long-time corporate ally that recently launched a high profile campaign. The "Pound for Pound Challenge" leverages the Biggest Loser television show and promises to donate a pound of food for each pound consumers pledge to shed.

Click for an anti-hunger campaign roundup

Fight Your Own Hunger w Pancakes

If you want to treat yourself to a hearty breakfast and help needy kids, take part in National Pancake Day on February 24.

International House of Pancakes is serving free short stacks from 7 am to 10 pm on 2/24 and asking customers to donate to the Children's Miracle Network. Last year the promotion raised $875K and this year they are shooting for a cool million.

Don't Miss These Reports & Articles

Cyberspace is chock full of reportage and analysis that will make you a smarter cause marketer. Be sure to check out:

"Is Community Service The Next Green?" a BrandWeek article on "a growing field of brands placing the community at the forefront of their marketing messages" including True North, Scholastic, Starbucks and Kellogg's.

Generation G, a briefing by Trendwatching.com that captures "the growing importance of generosity as a leading societal and business mindset."

In This Issue

Hunger is Hot

Must Read Reports

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