By Lucille Chi •
May 2, 2009
Hop over to the beautiful San Francisco Clary Sage Organics boutique anytime you’re free between Sunday, May 3rd and Sunday, May 10th, and when you buy something they‘ll donate a portion of their proceeds to The Trust for Public Land. “The Trust conserves land for people to enjoy as parks, gardens and other natural places, ensuring livable communities for generations to come.”
So stop by with Mom in mind, becuse you’re invited to “take a peek at our Spring offerings at Clary Sage Organics. We’re sure you’ll find something for the mom, grandmother, wife, aunt, girlfriend, daughter or sister in your life!”
By Leah Edwards •
April 15, 2008
The goals for a businesses - nonprofit organization partnership or cause-related marketing campaign are generally one or more of the following:
1. Branding – Associating with a good cause
2. Awareness – Getting the nonprofit organization to promote the business among its supporters
3. Promotion – Incenting consumers to buy from a business in a particular time frame, such as by donating a certain percentage (or a fixed amount) of sales to a charity
Businesses need to beware that the effort to create a unique program with a particular nonprofit organization can be very labor-intensive, even if the program seems “cheap” in terms of cash expenses. In order to limit the time and effort needed to run a cause-related marketing campaign, many businesses opt to participate in third-party programs such as 1% for the Planet. Member businesses pledge 1% of sales to worthy causes and receive networking and promotional benefits in addition to the recognition (via a logo on their website) that they are a member.
Unique Programs May Stand Out More and Can Get You Press
If you have a PR budget for your business and some time to develop a unique marketing partnership, you can get some extra mileage from a creative program. No member of the press is going to write a story about your business joining a standard program. However, you might interest the press in a special event or a program with unusual features.
Make Sure the Marketing Program Relates to the Audience You are Trying to Influence
Face it. If you are a business owner, you are creating a marketing partnership with a nonprofit to boost your business. You want your customers and potential customers to appreciate your efforts.
Say, for example, you are Banana Republic, and you want your brand to be more green. How do you associate your urban and
