October 2013   



Hispanic consumers are the most likely group in the U.S. to embrace cause marketing, according to a new study by Cone Communications. Hispanics: 
  • outpace the U.S. population in purchasing cause-related products products  (94% vs. 89%)
  • go beyond the register to donate (70% vs. 65%) 
  • volunteer (47% vs. 42%) 

We're hard-pressed to find many sophisticated cause campaigns targeting Hispanics. One good example: "ALDI's Healthy Eating Sponsorship for New Futuro," an education-themed collaboration between the discount grocer ALDI and New Futuro, a B-Corp offering guidance to help Hispanic students get into and succeed in college.   


Launched in the fall of 2012, the campaign promotes a 10-step college plan to multiple generations of Hispanics. The multiple-channel effort leveraged large-scale events, in-store micro-events, local workshops, product samples, $1,000 scholarships and coupons.   


The program establishes ALDI as a trusted family partner by appealing to a family's dream of sending a child to college and providing useful resources, according to New Futuro's Jennifer Woods. 

In the last year, the partnership successfully hosted 13,000 attendees at grassroots events; increased ALDI store traffic; generated positive customer feedback and positive coupon redemption rates; and elevated employee morale. 


There's more data on Hispanic consumers and many other insights in Cone's latest research. Dig into the study for more great cause-related data points. 


Hasta luego!


David Hessekiel


Cause Marketing Forum


P.S. In other noticias, we've opened pre-registration for the 2014 Cause Marketing Forum Conference. To receive the lowest rate possible, register before January 7th.

OctoberWebinarRecapThis month's webinar challenged cause marketers to 
step out from their place of certainty, content to follow in the footsteps of others, and embrace a more innovative, risk-taking approach to cause efforts. Presenter Phil Haid challenged participants to:
  • Move beyond promoting good as the "right thing to do" to embrace cause engagement as fun, different, remarkable and meaningful.
  • Encourage cause marketing to have reciprocal benefit (something in it for me, too).
  • Connect cause results with bottom line profit results in order to generate impact at scale 


MSLWebinarLast month's free webinar sponsored by MSLGROUP  

offered a glimpse into the world of effective cause marketing promotion at retail and involving consumer products. MSLGROUP's Anne Erhard guided attendees through a promotional path that recommended:
  • Pairing up with employees to educate, train, incentivize, celebrate their contributions around cause efforts from associate to corporate levels to create a critical cause ambassador program
  • Creating multi-player partnerships that involve supplier, retailer, cause, media partners, other brands or entertainment partners to generate more eyes, more people, more dollars and more fans
  • Pushing the visual envelope to get creative with interactive displays and "live" engagement, real time tracking, moving signage and wearables, multi-channel and paperless promotions and geo-targeting

Click here to read the recap and access the recorded webinar for FREE. 

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