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Greetings!
- 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!
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KEY LESSONS FROM OCTOBER WEBINAR:
 This 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
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KEY LESSONS FROM SEPTEMBER FREE WEBINAR:
Last 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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