A belated happy 2010! As I celebrate the end of one millennial decade and the beginning of another, I consider the sweeping changes in the way we communicate and perceive information. It’s a thought train, leading of course to the ways in which nonprofits can benefit from changing trends. Consider this:
Yesterday evening, I was watching Hancock, a mediocre Will Smith movie about a down-and-out super hero who befriends a PR specialist. The specialist’s one goal, besides restoring Hancock’s tarnished star, is to change the world through cause marketing. He was making a hard sell to a few corporate big wigs, who likened his ideas to serving jail time.
Despite the gentle ribbing on both sides, it does look as though Cause Marketing may have its day (or year…or decade) in the sun. For instance, Pepsi recently announced that it would not be buying Superbowl ad time this year, instead spending $20 million on marketing its green “Refresh Projects.” Consumers will have the opportunity to vote to determine how much of the money is spent.
Perhaps Pepsi is taking a cue from Trip Advisor, whose More Than Footprints campaign won the Best Use of Social Media award from the Cause Marketing Forum. Trip Advisor invited consumers to vote on how they would best like to see $1 million dollars spent between five nonprofit organizations. Using a completely viral campaign, and 1,000,000 votes later, Trip advisor donated to five major international nonprofits including Doctors Without Borders and Save the Children.
What does this all mean? According to Cone, a Boston-based communications agency renowned for its work in cause- related marketing, cause marketing is on the rise. Specifically, cause marketing that is globally focused is on the rise. Consumers, they note, are vastly more interactive and receptive to marketing, especially if they believe in what the company is selling/stands for.
Conclusion: Nonprofits and corporations can benefit from cause marketing, delivered through interactive campaigns. A simple google search for Pepsi generates hundreds of links to articles and posts about the Superbowl decision. Free, positive publicity, and not a dime yet spent. Despite a still-rocky economy, could 2010 be the year to turn around donation numbers? If Hancock can benefit, perhaps nonprofits have a standing chance.
What are your thoughts on cause marketing? What nonprofits, especially development nonprofits have benefited?
sarahkassel
You know, all that having been said, I have my doubts about Pepsi’s $20 million gambit. Presented, then, for your consideration: http://mcflipper.blogspot.com/2010/01/anti-social-media-part-1.html
By: Phillip McCarthy on January 10, 2010
at 12:27 am