Case Studies and Program Descriptions

There’s an incredible diversity of cause marketing programs to draw upon for inspiration in creating your own campaign. We’ve searched the web for case studies and program descriptions useful to business and nonprofit cause marketers.

Transactional Programs
Message Promotion
Licensing

Case Studies and Program Description Examples

NA	(Product) RED Mega-Launch The October launch of (Product) RED, a cause-related program to fight AIDS in Africa, was clearly the highest profile new campaign of 2006. After a test in the UK, Bono and Bobby Shriver recruited GAP, Motorola, Converse, Apple and Armani to market RED products in the US. GAP backed the effort with an enormous media campaign and the PR machine was working on overdrive. The highlight -- a full episode of OPRAH dedicated to (Product) RED. Note: It may take 30 seconds or so for the linked page to appear. permalink
	Adventure Altruism Outside magazine describes dozens of philanthropic ventures backed by outdoor-oriented companies and adventure athletes. permalink
	American Cancer Society's Second Life Relay for Life ACS is one of a number of nonprofits raising money in the Second Life virtual reality community. Read an excellent report in the On Philanthropy newsletter. permalink
	Boston Beer links with a nonprofit: Boston Globe The Boston Beer Company teamed up in July 2008 with Accion USA to create Samuel Adams Brewing The American Dream, a microfinance program supporting entrepreneurs in the food and beverage industries. permalink
	Dell and Goodwill Team Up on Computer Recycling permalink
	General Mills Program Links Hamburger Helper To 'Helping Hand' FOR A SECOND YEAR, GENERAL Mills has launched a program designed to link its Hamburger Helper brand to community involvement in the consumer's mind. The "My Hometown Helper" program was initiated last year, when it gave nearly $133,000 in grants to 33 towns and cities to install lights for a football field, clean up a local river and purchase ambulance equipment. permalink
	Inside The Mind of the Conscientious Consumer 1 to 1 magazine offers a valuable article on the need for companies to go beyond traditional metrics to understand the intrinsic values of key customer groups. Includes helpful examples from Boise Paper, Whole Foods, Saab and Chipotle Mexican Grill. permalink
	Overseas Corporate Charity Efforts Pay Long-Term Dividends Business executives and analysts examine the global benefits to Procter & Gamble, Merck and other companies of doing good works in developing countries. permalink
	Roundabout Outdoors: South African Cause Marketing Roundabout Outdoors'ingenious Play-Pump uses a fee-for-service advertising model to provide water resources and health messaging to rural communities in South Africa. permalink
	Saturn Partners with Habitat for Humanity BtoB Magazine reports that Saturn enjoyed great success by engaging nearly 600 dealers in building homes with Habitat for Humanity. "You don't have to go out and beat your chest over [reinforcing the brand]," said National Sales Promotion Manager Tony Parrottino. "[Dealers] went home and said to their wife or husband, `I could have flown with my other franchise. Instead of golfing and being at a resort, you know what I did? I built a home. I did the right thing.' The emotional part of doing something right and giving back [built the brand]." The event was considered a rousing success. Saturn encouraged its dealers to go back to their communities and get involved, thus continuing to build the brand long after the event was a memory. At least 35 dealers have expressed interest in building homes in their own communities—an interest that Saturn intends to foster. The company will assist its dealers in planning and executing their efforts to give back (and foster brand goals in the process). permalink
	The Best of British Cause Marketing The UK's highest accolade for businesses dedicated to doing well by doing good is the BT Cause Related Business Award. The Business in the Community website profiles past winners. permalink
	The Best of British Cause Marketing The UK's highest accolade for businesses dedicated to doing well by doing good is the BT Cause Related Business Award. The Business in the Community website profiles past winners. permalink
	The Best of British Cause Marketing The UK's highest accolade for businesses dedicated to doing well by doing good is the BT Cause Related Business Award. The Business in the Community website profiles past winners. permalink
	The Home Depot/American Red Cross Ready Gear Program permalink
Transactional Programs	American Airlines Miles for Kids in Needs Frequent flyer miles have joined cash and in-kind donations as cause marketing currency as illustrated by this American Airlines promotion. permalink
	American Express and Share Our Strength “Charge Against Hunger” Excellent description of this four-year collaboration that raised over $21 million. One of the most thorough case studies available online. permalink
	American Express Red Card permalink
	BT's Am I Listening: UK Cause Marketing Learn about the many facets of British Telecom's relationship with Childline, a 24-hour hotline for children in danger or distress. permalink
	Build-A-Bear Workships and the World Wildlife Fund In August 2005, Build-A-Bear Workshop announced the arrival of Giraffe, the newest in a series of co-branded stuffed animals developed by Build-A-Bear Workshop and World Wildlife Fund (WWF). permalink
	Dine for America In the wake of Hurricane Katrina, the National Restaurant Association organized thousands of eateries to raise $12 million for the American Red Cross. permalink
	DonorsChoose Gift Certificates Perform for Crate & Barrel A holiday season 2006 mailing of "gift certificates" by Crate & Barrel asked consumers to direct the company in allocating charitable contributions via DonorsChoose, a nonprofit that fulfills teacher requests. Redemption and intent to purchase rates were outstanding as was the impact on Crate & Barrel's reputation as community minded. permalink
	eBay Giving Works "No Fee" Policy As of January 1, 2005, eBay Giving Works is donating all insertion and final value fees, up to $2 million per year, when a seller donates 100% of an item's final sale price to a nonprofit enrolled in the eBay Giving Works program. permalink
	Fall in Love for a Good Cause Pari Livermore, an attorney and one of the founders of the Trust for Public Land, has facilitated served as a matchmaker for hundreds of well-to-do singles, but instead of charging a fee she asks those who seek her help to donate money or time to charity. Two decades of work have resulted in over 200 marriages and about $3 million in contributions, The New York Times reports. permalink
	Filter for Good Reusable water bottle maker Nalgene and water filter maker Brita teamed up in 2007 to encourage consumers to cut their water bottle disposable waste. Under the banner "Refill not Landfill" they offered education on the benefits of putting filtered water in reusable bottles and promised a $4 donation to a foundation working on water access for every "Refill not Landfill" bottle sold (up to $25,000). permalink
	Honey Baked Hams and Childhood Leukemia Foundation In the late summer of 2004, Childhood Leukemia Foundation was chosen by the HoneyBaked Ham Company of Norcross, Georgia, to be their new national charity partner. permalink
	Kentucky Fried Chicken and YMCA “Colonel’s Kids” Everyone's heard of Ronald McDonald House, but did you know Colonel Sanders is helping kids too? permalink
	KitchenAid and the Susan G. Komen Breast Cancer Foundation “Cook for the Cure” Transactional programs aren't limited to small donations. KitchenAid gives $50+ with the purchase of its appliances. permalink
	Kohl’s Children’s Hospital Program One of America's fastest-growing retailers builds community ties in each of its markets with this promotion. permalink
	Laila Ali Partners With Uncle Ben's to Help Fight Childhood Hunger Uncle Ben's(R) has teamed with celebrity health and fitness expert Laila Ali to highlight a new multi-year partnership with the Kids Cafe program of America's Second Harvest - The Nation's Food Bank Network. Over the next four years, Uncle Ben's will donate $1 million to open additional Kids Cafe locations around the country and provide free meals and snacks to low-income children. In addition, consumers who sign a guest book online during September will generate further donations. permalink
	Lee Jeans and Susan G. Komen Breast Cancer Foundation “Lee Denim Day” A great description of the birth of a program that truly stands out in the sea of pink ribbons. permalink
	Live Strong Bracelet This article by Rob Walker quoting CMF President David Hessekiel on the Live Strong bracelet phenomenon appeared in the "Consumed" column of The New York Times Magazine on August 29, 2004. permalink
	Microsoft's I'm Initiative This program shares Microsoft instant messenger ad revenue with 10 nonprofit organizations. The ad sharing formula has not been disclosed, but each group is guaranteed a minimum of $100,000 in the program's first year. permalink
	Pick ‘N Save “We Care” Program An example of how supermarket frequent shopper programs use cause marketing to build loyalty. permalink
	Stride Rite and KaBOOM!: The Ultimate Playground Shoe permalink
	SunNight Solar Gives One Lamp with Each One Purchased SunNight Solar is a mission-driven business that has created solar lighting for people in developing countries who would otherwise be in darkness or forced to use outdated, expensive, and harmful sources of illumination. For each light sold in the US, the company donates one identical light to a nonprofit for distribution in the developing world. permalink
	SunTrust Bank "Our Checking Your Cause" In the summer of 2007, SunTrust Bank offered consumers who opened a checking account the choice of a $100 charitable donation or a $50 gift card. permalink
	SuperSaturday: Fashion Fights Ovarian Cancer Learn about this high end live event selling designer clothes in the Hamptons linked to an on-air event on QVC linked to a online sale on Bluefly.com to benefit the Ovarian Cancer Research Fund. permalink
	Target “Take Charge of Education” A world-class program that has raised over $100 million for schools and tremendous goodwill for Target. permalink
	The Home Depot/American Red Cross Ready Gear Program permalink
	Toys "R" Us & Toys for Tots PROMO magazine profiles this Cause Marketing Halo Award-winning collaboration. permalink
	Tyson’s Project A+: Raising Money for Schools Although dwarfed by General Mills' Boxtops for Education, this program has experienced consistent growth since 1999. permalink
	Wear Your Heart on Your Feet Reebok and the American Heart Association permalink
	Working Assets A classic example of a cause-centric company. permalink
	Yoplait and the Susan G. Komen Breast Cancer Foundation “Save Lids to Save Lives” A great illustration of the power of cause marketing -- millions of sticky lids have been sent in to raise millions to fight breast cancer. permalink
Message Promotion	Bank of America Gets on the Green Bandwagon -- Big Time In March 2007, Bank of America pledged $20 billion over 10 years to anti-global warming initiatives from a credit card that donates to green causes to investing in making its facilities environmentally friendly. permalink
	Barnes & Noble and the Anti-Defamation League “Close The Book on Hate” Who better to advocate for tolerance and free speech than a bookstore chain? The agency behind this campaign describes its origins and accomplishments. permalink
	Bayer Aspirin and The American Stroke Association “The American Stroke Challenge” The story behind a long-running business-nonprofit alliance fighting stroke. permalink
	Ben & Jerry's Federal Budget Priority Campaign In July 2006, Ben & Jerry's stepped up its unique mix of activism and promotion with a campaign that enlisted founder Ben Cohen to focus consumers on shifting spending from nuclear weapons to domestic programs supporting children. permalink
	Burger King: "Campaign for Your Cause" Louisiana Over half-a-million votes were cast by Louisiana consumers in this promotion to select nonprofit recipients of grants from Burger King in the summer of 2006. Viral marketing tools from bumper stickers to text messaging codes drove response to this one-state effort. permalink
	Campbell Soup and the NFL: “Tackling Hunger” Some of football's chunkiest players added special flavor to this program that distributed millions of cans of soup to the less fortunate. permalink
	Coca Cola and Reading Is Fundamental “Story Traveler” Supporting its multi-year investment in the "Harry Potter" movie series, Coca Cola has supported this multi-year reading initiative. permalink
	Companies & Environmental Messaging: A Delicate Balance CMO Magazine turns to business and nonprofit leaders for advice on mixing business and environmental messaging. permalink
	Crest and Boys and Girls Clubs of America “Healthy Smiles 2010” Crest and the Boys and Girls Clubs of America team up to teach youngsters good oral hygiene. permalink
	Dream Team CMO Magazine examines a cause promotion involving NBC, Scholastic and Campbell Soup that uses the show American Dreams to sell soup, increase viewership and advance education. permalink
	Fireman's Fund's Support of Firefighter's Pays Off Darryl Siry, vice president of brand development for insurer Fireman's Fund, describes the impact the company's community involvement has on renewals and employee attitudes. permalink
	Fireman's Fund's Support of Firefighter's Pays Off Darryl Siry, vice president of brand development for insurer Fireman's Fund, describes the impact the company's community involvement has on renewals and employee attitudes. permalink
	Liz Claiborne and Relationship Abuse Now in its 12th year, Liz Claiborne has won awards for the depth and breadth of its commitment to fighting domestic violence. permalink
	Manpower Calls on Corporations to End Human Trafficking In January 2006, Manpower Inc., a world leader in the employment services industry, was the first global corporation to sign up to the Athens Ethical Principles. The Principles declare a "zero tolerance" policy for working with any entity benefiting in any way from human trafficking, including clients, vendors and business partners. The Athens Ethical Principles are an initiative of the "End Human Trafficking Now!" (EHTN!) campaign, built on a partnership of corporations, organizations and committed individuals, and is championed by the Suzanne Mubarak Women's International Peace Movement. permalink
	Nature Valley Granola Bars and The Nature Conservancy A relatively small brand by General Mills standards, Nature Valley has shown great creativity in showing its commitment to the Nature Conservancy. permalink
	OfficeMax Super Hero Teacher of the Year As part of its ongoing teacher appreciate program, OfficeMax teamed up with Teachers Count and Marvel Entertainment to create a comic book honoring educators and featuring the "2006 OfficeMax Super Hero Teachers of the Year." permalink
	Partnership for a Drug Free America Seeks Biz Partners for Parents Website permalink
	Paul Mitchell Targets Teens with Cause Marketing Adweek profiles a new campaign by the haircare products company Paul Mitchell that reaches out to teens by highlighting the favorite charities of young celebrities. It's a departure for PM which has a history of philanthropy, but not cause marketing. permalink
	Samsung Mobile Phone Samaritan "As more and more people carry mobile phones, more people are enabled to help someone out in a critical situation," said DJ Oh, President and CEO of Samsung Electronics America. "In addition to knowing that they did something good for someone else, Samsung is giving these Mobile Phone Samaritans a chance to be rewarded with the prestigious honor of carrying the Olympic Torch." permalink
	Starbucks and Jumpstart In addition to giving money, Starbucks has pledged to help match 10,000 college students with 50,000 kids needing mentors by 2005. permalink
	Sunglass Hut and The Weather Channel “Rays Awareness” (a direct campaign) The Weather Channel brought together Sunglass Hut and the American Academy of Dermatology to form a win-win-win partnership. permalink
	The Game Show Network's "Without Prejudice Project" In July 2007 The Game Show Network launched the Without Prejudice Project which includes a poll on American attitudes toward prejudice, partnering with leading advocacy groups, and the broadcast of a new game show, ’Without Prejudice?. Dena Kaplan, GSN’s Sr. Vice President for Marketing, said she hoped it would "help provoke a constructive national conversation about our inner-most feelings toward race, religion and other issues that define the way we, as Americans, treat one another.” permalink
	Timberland permalink
	Toys 'R Us Partners with Autism Speaks permalink
	Whirlpool and Habitat for Humanity Whirlpool's Jeff Terry describes the impact on customer loyalty and other benefits of his company's long-term alliance with Habitat for Humanity. permalink
	Wishbone Salad Dressing and The Make A Wish Foundation Sometimes the link between a cause and a brand hinges on nothing more than a word -- in this case the word is "wish". permalink
Licensing	Humane Society of The United States and Classic Checks Checks, credit cards, address labels and online shopping malls are a few examples of "low hanging fruit" in the world of nonprofit licensing. permalink
	MBNA Credit Cards and The Nature Conservancy MBNA, First Bank, Citibank and others have issued hundreds of affinity cards that generate donations for nonprofit organizations. permalink
	Red Cross Argues Against J & J Lawsuit In August 2007, Johnson & Johnson sued the American Red Cross claiming that the organization's licensing activities violated an 1895 agreement concerning commercial use of the red cross symbol. In this release, the American Red Cross disputes J & J's claim. permalink
	Save The Children Licensing Program In a stroke of brilliance, Save The Children claimed children's art as its signature imagery and created a substantial licensing program. permalink