Posts Tagged: Charitable Donations

Giving Tuesday: An Opportunity to Market for a Cause

I’ll admit that I’ve been part of the people lining up in the wee hours of the morning waiting for the doors to open on Black Friday. I even (temporarily) lost my young son once even though I specifically instructed him to run toward the tv’s. Luckily, my wife chose to chase him as he ran to the video games, and it ended up a win-win when I got myself a huge flat screen at a great price. But I digress.

As you may or may not know, in 2012, to compete with the commercialism of Black Friday, Small Business Saturday and Cyber Monday, the NY 92nd Street Y teamed up with the United Nations Foundation to create #Giving Tuesday.

During the first year more than $10 million in online donations were processed and by 2015 this number increased to approximately $116 million. These numbers are pretty impressive given that according to a 2015 survey, only 18% of consumers were familiar with Giving Tuesday. While this new holiday has been specifically geared toward the charity’s online solicitation efforts, it appears to be an ideal vehicle for corporate giving through cause marketing campaigns. The statistics bear this out: (more…)

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I Wanna Help: Cause Marketing for Tragedies

A good brand’s reaction to any human tragedy is to try to find a way to help. Most recently, we have seen an outpouring of support for the Orlando victims, and we can recall the many millions of dollars raised for Katrina, Haiti, Sandy Hook, 9/11, among, unfortunately, many other devastating events.

Cause marketing may not be the most accurate term to describe a brand’s efforts to pitch in, but since these efforts can arguably come under this penumbra, here are a number of non-exclusive charitable ways a brand can support the victims of horrendous natural or man-made events. (more…)

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“All Profits to Charity” – How Much is That? A Brief Commercial Co-venture Lesson

You’ve heard this sales pitch before. Its cousins are “A percentage of proceeds to charity” and “A portion of the proceeds to charity”. Do you really know how much will be donated? The short answer is no. I’ve read estimates that net profits on a pizza pie are typically 4% to 8%, on new cars around 1-2%, and in the clothing industry profit margins range from 4% to 13%.  The Wall Street Journal has reported that McDonald’s makes 6 cents on a one-dollar hamburger. So if a brand tells you it’s giving “all of its profits to charity,” you need to know where’s the beef. (more…)

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