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Cause Marketing for Smarties
on August 6, 2011
Let me just say that until I read this book, I had NO IDEA how to do Cause Marketing, despite being involved in fundraising for over seven years. It was a combination of 'Cause marketing=pink breast cancer flavored chicken + yuck" and "But we could NEVER do that, we don't have the money/staff/time/insert excuse here" when the REAL reason was, "I don't know how to do this, and I'm scared."
After reading this book, doing a cause marketing campaign for my nonprofit actually seems realistic. It seems... do-able. I think the title should really read: "Cause Marketing for Smarties" because there are some complicated concepts introduced in this very readable book, and some advanced case studies too.
I learned about Pinups, those things you might see in the coffeeshop, donut shop, or grocery store. I learned how easy they are to make, and this will probably be where I start when I start our cause marketing campaign.
I also learned that when you're doing your first cause marketing campaign, some people start with coin jars. One of the pieces of this is that it's easy to walk off with the coin jars, so you need to have a way to tether them to the cashier stand. And it's better to put them in a place where people are regularly using cash. So if they're at the supermarket and not using cash, this wouldn't work, but maybe a festival or a food cart would be better.
These are just TWO of the many "a-HA" moments I had as I read this book. I'm sure it will pay for itself many times over.