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?

Not only can a donor contribute directly to Tostan through its donation tab, the nonprofit provides other creative methods to participate in its efforts.  Tostan does well to offer site visitors a separate tab, “Free Ways to Give.”  Easily identified, visitor can find other methods, especially during a tight holiday season, to donate.

Two of the methods, Good Search and Amazon take no effort at all.  Good Search is a search engine that will make small donations to chosen charity when used.  Amazon will make a free referral to Tostan every time the site is accessed through the Tostan site.    Clearly marked and easily accessed, these donation platforms empower a youthful generation with high ideals and low cashflow to begin a relationship with an organization.

Interestingly, this post comes in the wake of a  critical NY Times article regarding the abundance of questionable 501(c)(3) nonprofits offering similar services and damaging tax breaks.  In a harsh economy and a competitive nonprofit sector,  international development organizations with unique foundation and creative methods of donating stand out.  It is important, as the Charity Navigator blog notes, to truly research your charity. 

Write a comment and share other nonprofit sites that make donating a cinch or that have a standout model.