3 Cause Marketing Promotions I’m Longing to See Again
The new year has just begun but I’m already longing for the good old days. What ever happen to all those cause marketing promotions I raved about in years past but have disappeared? Will they ever return?
Here are three promotions that I think deserve an encore.
From 2002 to 2006, Starbucks had a cause marketing promotion here in New England called Leprechaun Lattes. The concept was simple. Baristas used food dye to add a touch of green to lattes. For every green latte sold, Starbucks donated 25 cents to Boston-based Jumpstart: an organization focused on early childhood development.
During 2006—the last year of the program—Starbucks sold 53,000 lattes and raised $13,000 for Jumpstart. Since 2006, Starbucks has focused on national cause marketing programs (e.g. Product Red). But I loved the local angle on this program!
Starbucks, please bring Leprechaun Lattes back!
More Information: The Luck of the Latte
Tower of Power
This is one of my favorite cause marketing promotions of all time!
From 2000 to 2008 the Pine Street Inn, a well known homeless shelter in Boston, sold advertising on the tower above its facility. They raised $2.3 million! Pressured by their neighbors to correct the blight, the shelter agreed to remove the ads . . . and a pile of money from their bottom line. The loss of ad revenue came at the worst time as the recession soon followed.
Today, the tower is ad-free. Sadly, I’ve only found a few other examples of building fundraisers—and nothing like the Inn’s tower of power.
More Information: Nonprofit Gives Up Tower of Power
Make and Take Event
A.C. Moore Arts & Crafts has done a wonderful job raising money for Easter Seals’ Act for Autism campaign. Thanks to an annual register fundraiser, the craft chain has raised $500,000 for the charity.
A feature that made this fundraiser special was a Make & Take crafting event in stores that involved a jigsaw puzzle (for autism awareness). What a great combination of crafting and cause!
Unfortunately, while A.C. Moore continues to raise money for Easter Seals, the fundraiser doesn’t include a Make & Take event. I get it. A promotion can’t last forever. But I love the idea of experiential cause marketing and wish more retailers would try it. A party supply chain like Party City could host a children’s coloring event of charity pinups during the Halloween season. How about a contest for the best entry? Everyone will win.
More Information: A. C. Moore & Easter Seals Craft Cause Marketing Success