||Cause Marketing Campaign with Results
Cause Marketing is all the buzz, but does it work? Can you generate awareness and support?
Speaking during the 2013 Bridge to Integrated Marketing Conference in National Harbor, Md., David Whitehead and Stephen Venute of AARP Foundation and Chris Hartweg of Wunderman Sports Marketing shared the key success elements of Drive to End Hunger, a new cause platform that helps drive awareness and support to alleviate senior hunger.
Drive to End Hunger is a unique collaboration between Hendrick Motorsports, Jeff Gordon (4-time NASCAR Sprint-Cup Champion), a number of corporate partners and AARP, and is one of the most successful cause-marketing efforts in AARP history.
Key ingredients to success:
• You have to invest. It sounds like a "no-brainer," but any investment comes with risk. Most nonprofit organizations, most on limited budgets, struggle with what and how much to invest. Either a little or a lot, an investment is absolutely necessary.
• Create a buzz. Media is such an important factor to getting your message out, and dollars follow awareness.
• Create strong partnerships. Engaging strong funding partners such as UnitedHealthcare and Chase Credit Card Services generated awareness and support. Building partnerships with companies such as Quaker State, Zynga and Smithfield brought new companies to the effort.
• Test and learn. Not everything works even after making adjustments. Be patient and invest more in those individual strategies that work.
• It's not all dollars. PR and third-party endorsement is significant in building support for the future. In Drive to End Hunger, AARP Foundation's active donor file grew by 1 million individuals in just the two to three years the campaign has been running.
(Source: The Non-Profit Times, 8/02/13)