10 Best Cause Marketing Promotions of 2015

Selfish Giving
Selfish GivingDirector, Cause & Event Marketing à Selfish Giving
10 Best Cause Marketing Promotions of 2015
Hi	and	Happy	New	Year!	
	
I’m	back	with	my	annual	list	of	10	Best	Cause	
Marke.ng	Promo.ons	of	2015.	As	always,	it	was	a	
great	year	for	cause	marke@ng.		
	
There	was	a	no@ceable	spike	in	company-led	cause	
marke@ng	promo@ons	last	year.	Like	a	game	of	
“Where’s	Waldo?”	I	had	to	ask:	“Where	are	all	the	
great	nonprofit	cause	marke@ng	programs?”	Of	
course,	they	are	always	there,	but	the	advantage	
went	to	companies	–	at	least	in	2015.	Perhaps	
nonprofits	will	mount	a	comeback	in	2016.	
	
Last	year	was	the	first	@me	I	did	a	full	blog	post	and	
Slideshare	for	my	10	Best.	The	combo	was	a	big	hit	
with	nearly	22,000	views	on	Slideshare	alone.	
	
My	goal	each	year	with	my	picks	is	the	same:	to	
inspire	you	to	create	interes@ng,	effec@ve	cause	
marke@ng	promo@ons	that	raise	gobs	of	money	for	
your	cause.	This	list	is	just	a	start.	You	can	find	
thousands	more	examples	on	my	Pinterest	boards.		
	
Wishing	you	all	the	best	in	2016.	
	
Joe	Waters	
Founder	&	Blogger,	Selfishgiving.com
Promo%on:	Pay-It-Forward	Pizza	
	
Partners:	Rosa's	Fresh	Pizza,	Philadelphia's	
Center	City	
	
Why	I	Picked	It:	My	roots	are	in	local	cause	
marke@ng,	and	there	is	no	be`er	example	of	it	
than	what	Mason	Wartman	has	done	at	Rosa's	
Fresh	Pizza,	a	standalone	pizzeria	in	Philly.	
	
When	Megan	Strand	and	I	interviewed	Mason	in	
early	2015,	he	had	become	a	media	darling	for	
his	efforts	to	feed	the	homeless	in	his	Philly	
neighborhood.	He	even	appeared	on	the	Ellen	
Show!	
	
Like	all	great	ideas,	Mason's	is	simple	but	
powerful.	When	customers	buy	a	slice	of	pizza	
they	can	buy	another	for	someone	in	need.	
Rosa's	walls	are	lined	with	s@cky	notes	that	the	
needy	can	redeem	for	a	free	slice.	
	
Rosa's	has	given	away	thousands	of	slices	in	a	
neighborhood	that	needs	all	the	extra	dough	it	
can	get.	
	
Want	to	learn	more	about	Rosa’s	Fresh	Pizza?	
See	my	full	post	at	Selfish	Giving.
Promo%on:	Second	Chance	Employment	
	
Partners:	Dave’s	Killer	Bread,	Dave’s	Killer	Bread	
Founda@on	
	
Why	I	Picked	It:	We	could	all	learn	a	lot	from	
Oregon-based	Dave’s	Killer	Bread.	Dave’s	baked	
passion	in	right	from	the	start.	The	bread	
company’s	founder,	Dave	Dahl,	spent	15	years	in	
prison	before	founding	the	brand,	which	has	grown	
to	over	$50	million	in	sales	and	employs	300	
people.	
	
Dave	never	forgot	where	he	came	from	and	the	
chance	he	got	to	go	straight.	That’s	why	30%	of	
Dave’s	employees	have	criminal	backgrounds.	Eager	
for	other	companies	to	adopt	their	smart	and	
compassionate	prac@ces,	Dave’s	hosts	an	annual	
Second	Chance	Summit	for	local	companies.	
Na@onally,	Dave’s	is	crea@ng	a	Second	Chance	
Playbook	to	share	with	businesses.	
	
Dave’s	knows	that	the	right	ingredients	ma`er.	
That’s	why	they	started	with	passion	
	
Want	to	learn	more	about	Dave’s	Killer	Bread?	See	
my	full	post	at	Selfish	Giving.
Promo%on:	Sports	Ma`er	
	
Partners:	DICK's	Spor@ng	Goods,	DICK’s	Spor@ng	
Goods	Founda@on	
	
Why	I	Picked	It:	In	March	2014,	DICK’s	Spor@ng	
Goods	Founda@on	launched	Sports	MaNer,	a	
proprietary	crowd-funding	plaiorm	that	lets	youth	
sports	teams	raise	money	from	supporters	and	earn	
a	matching	grant	through	its	founda@on.	
	
184	teams	joined	the	crowdfunding	program	
represen@ng	35	states	and	35	unique	sports.	Aler	a	
tutorial	from	GOODcorps	on	how	to	use	the	site,	
the	teams	raised	more	than	$2	million	in	dona@ons	
during	the	five-week	fundraising	campaign.	With	
DICK’s	Spor@ng	Goods	Founda@on	matching	grants,	
$4.6	million	reached	youth	sports	teams	facing	
severe	financial	challenges.	
	
As	a	2015	Halo	Award	winner	for	best	social	media	
campaign,	Sports	MaNers	has	been	a	home	run	for	
DICK's,	its	founda@on	and	local	sports	teams.		
	
Want	to	learn	more	about	Sports	MaNer?	See	my	
full	post	at	Selfish	Giving.	
	
Photo	Credit:	USAG-	Humphreys	via	Flickr
Promo%on:	Race	Together	
	
Partners:	Starbucks	
	
Why	I	Picked	It:	This	is	the	biggest	surprise	on	the	
top	ten	list!	We	could	debate	the	merits	of	
Starbucks'	Race	Together	-	the	coffee	giant's	effort	
to	start	a	conversa@on	about	our	troubled	race	
rela@ons	all	day	-	but	I'm	pre`y	no	one	would	call	
the	campaign	a		success	
	
S@ll,	as	cause	marketer	Phil	Haid	has	"Rather	than	
scowl	at	Starbucks’	bold	a`empt	to	further	the	race	
dialogue,	we	should	admire	his	tenacity	and	modern	
corporate	leadership."	
	
I	agree	with	Phil.	Starbucks	has	always	been	a	cause	
leader	and	Race	Together	is	another	example	of	its	
corporate	leadership.	It's	easy	to	fault	the	execu@on	
of	the	program	at	the	store	level	and	laugh	about	
baristas	talking	to	customers	about	race	rela@ons.	
But	the	underlying	values	of	the	campaign	
nonetheless	advanced	a	basic,	powerful	truth:	red,	
black,	white,	yellow	or	brown	we	are	be`er	
Americans	when	we	work	together.	
	
Want	to	learn	more	about	Race	Together?	See	my	
full	post	at	Selfish	Giving.
Promo%on:	The	Castle	Shares	Program	
	
Partners:	White	Castle,	Au@sm	Speaks	
	
Why	I	Picked	It:	In	addi@on	to	its	square	burgers,	
White	Castle	is	known	for	its	cause	marke@ng.		
	
I	first	wrote	about	White	Castle	in	2010	when	the	
company	launched	a	specialty	candle	to	benefit	
Au@sm	Speaks.	
	
But	this	just	wasn’t	any	candle.	It	was	an	onion	-	
and	hamburger-scented	candle	that	“Cravers”-	fans	
of	White	Castle	-	loved	almost	as	much	as	the	
burgers.	The	big	winner	was	Au@sm	Speaks,	which	
has	received	$100,000	from	sales	of	the	candles.	
	
In	addi@on,	White	Castle	has	hosted	an	annual	
register	fundraiser	that	asks	consumers	to	donate	
$1,	$3,	or	$5	to	Au@sm	Speaks.	In	2015,	the	
fundraiser	raised	$909,000,	a	48%	increase	over	the	
previous	year.	In	total,	White	Castle	has	raised	$3	
million	for	Au@sm	Speaks	since	2010.	
	
Want	to	learn	more	about	White	Castle?	See	my	full	
post	at	Selfish	Giving.
Promo%on:	Find	Your	Park	
	
Partners:	Columbia	Sportswear,	Na@onal	Park	
Founda@on	
	
Why	I	PIcked	It:	When	a	vaca@oning	reporter	came	
across	a	group	of	La@no	bloggers	camping	in	a	
na@onal	park	he	was	so	surprised	he	wrote	about	it	
for	the	New	York	Times.		
	
Those	bloggers	weren't	there	by	chance.	They	were	
sent	there	by	Columbia	Sportswear.	In	a	2013	
partnership	with	REI	and	the	Na@onal	Park	
Founda@on	a	group	of	La@no	bloggers	were	
immersed	in	a	week-long	trip	to	na@onal	parks.	The	
bloggers'	reports	on	their	experience	generated	
over	60	million	impressions.		
	
In	2015,	the	partnership	included	Subaru,	Aramark	
and	Southwest	Airlines.	The	Find	Your	Park	ou@ng	is	
now	the	grand	prize	for	an	annual	contest	for	
diverse	millennial	influencers	that	includes	
bloggers,	YouTube	celebri@es,	business	owners	and	
TV	personali@es.	
	
Want	to	learn	more	about	Find	Your	Park?	See	my	
full	post	at	Selfish	Giving.
Promo%on:	Lend	a	Hand	
	
Partners:	Pe@r	Garden	Centers,	Sco`s	Miracle-Gro,	
Cleveland	Clinic	
	
Why	I	PIcked	It:	A	great	example	of	a	local	cause	
marke@ng	program	is	Cleveland	Clinic's	with	Pe@r	
Garden	Centers,	which	has	nine	stores	in	northeast	
Ohio.	
	
Prior	to	2013,	the	register	program	at	Pe@r	stores	
raised	$9,000.	In	2013,	the	fundraiser	quadrupled	its	
results	and	raised	$40,000!	
	
In	2014,	Pe@r	convinced	lawn	and	garden	giant	
Sco`s	Miracle-Gro	to	match	customer	dona@ons.	
The	program	grew	like	crazy	and	raised	$100,000.	
	
In	2015,	thanks	to	Pe@r's	and	Sco`s,	the	program	
raised	$165,000.	
	
The	point	is	clear.	Cause	marke@ng	isn't	just	for	big	
nonprofits	and	businesses.	Passion,	educa@on	and	
persistence	can	produce	big	returns	for	nonprofits	
and	companies	of	all	sizes.	
	
Want	to	learn	more	about	Pe.R’s?	See	my	full	post	
at	Selfish	Giving.
Promo%on:	There's	Nothing	Bolder	Than	Being	
Yourself	
	
Partners:	Doritos,	It	Gets	Be`er	Project	
	
Why	I	Picked	It:	I	didn't	pick	this	cause	marke@ng	
promo@on	because	of	the	money	it	raised.	For	
every	$10	donated	donors	received	a	bag	of	
rainbow	chips.	Doritos	raised	around	$100,000	for	
the	It	Gets	Be`er	Project,	an	organiza@on	that	aims	
to	inspire	hope	in	young	lesbian,	gays,	bisexual	and	
transgender	youth	facing	harassment.	
	
For	a	large,	na@onal	brand	like	Doritos,	which	is	
owned	by	Frito-Lay,	this	isn't	a	huge	pile	of	chips.	
	
I	picked	the	campaign	because	it's	a	great	example	
of	Causejacking,	when	a	brand	rides	the	wave	of	a	
cause's	popularity.	Just	two	months	earlier,	the	
Supreme	Court	legalized	same-sex	marriage	in	the	
United	States.	As	proponents	and	opponents	
exchanged	jabs	and	blows,	Doritos	shared	a	
rainbow	that	got	everyone's	a`en@on.	
	
Want	to	learn	more	about	rainbow	chips?	See	my	
full	post	at	Selfish	Giving.
Promo%on:	The	Orvis	Cover	Dog	Photo	Contest	
	
Partners:	Orvis,	Morris	Animal	Founda@on	
	
Why	I	Picked	It:	Spor@ng	and	dog	products	retailer	
Orvis	and	the	Morris	Animal	Founda@on	created	
The	Orvis	Cover	Dog	Photo	Contest	to	deepen	
customer	engagement	and	awareness.	Par@cipants	
submi`ed	a	picture	of	their	dog	to	the	contest	and	
then	invited	friends	and	family	(through	social	
media)	to	give	their	photo	some	doggie	love.	Each	
vote	cost	$1	with	a	$5	minimum	vote/dona@on.		
	
Here's	the	impressive	part.	More	than	100,000	
photos	were	submi`ed.	Orvis	added	tens	of	
thousands	of	customers	to	its	mailing	list.	Morris	
raked	in	26,540	new	donors	-	10	percent	of	whom	
have	already	made	a	second	gil.		
	
To	date,	$1,085,898	has	been	raised	and	11	major	
colleges	and	universi@es	are	conduc@ng	research	
funded	by	monies	gained	through	this	program.	By	
partnering	with	Orvis,	Morris	Animal	Founda@on	
has	created	six	programs,	including	one	to	train	
scien@sts	and	two	to	improve	cancer	diagnoses.	
	
Want	to	learn	more	about	Orvis?	See	my	full	post	at	
Selfish	Giving.	
	
Photo	Credit:	Michael	Gil	via	Flickr
Promo%on:	Second	Annual	Make-A-Wish	Dona@on	
Program	
	
Partners:	GameStop,	Make-A-Wish	
	
Why	I	Picked	It:	In	2015,	GameStop	raised	money	
for	St.	Jude	Children's	Research	Hospital	and	
donated	products	to	Ronald	McDonald	House	
Chari@es.		
	
But	it	was	GameStop's	cause	marke@ng	promo@on	
with	Make-A-Wish	that	got	them	onto	my	2015	
"Best"	list.		
	
In	2014,	the	retailer	raised	$300,000	for	Wish	with	
simple	checkout	program.	A	@dy	sum,	for	sure.	But	
in	2015	they	quadrupled	this	number	and	raised	
$1.2	million	for	the	charity.	They	did	it	by	pulling	out	
all	the	stops.	They	leveraged	social	media,	they	
appointed	employee	ambassadors	to	oversee	the	
execu@on	of	the	fundraiser	and	they	incen@vized	
customers.	In	short,	they	developed	a	strategy	to	get	
every	customer	to	give.	And	it	paid	off	in	a	BIG	way	
for	Make-A-Wish.		
	
Want	to	learn	more	about	GameStop?	See	my	full	
post	at	Selfish	Giving.
1 sur 12

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