AT&T’s commercial featuring TOMS Shoes was so publicly enjoyed that AT&T introduced a 60-second version of its 30-second spot. The commercial profiles TOMS Shoes–a for-profit company that donates one pair of shoes to a child in need for every pair purchased–and founder Blake Mycoskie who uses his AT&T Blackberry to conduct business from around the […]
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From Fast-food to Finance, Cause Marketing is a Still Growing Trend
Get the Google Audio Widget widget and many other great free widgets at Widgetbox! Not seeing a widget? (More info) Does it seem counter-intuitive that cause marketing programs are continuing to prosper in a pinched economy? I talked with David Hessekiel, president and founder of Cause Marketing Forum, about why cause-related marketing campaigns have a […]
“Yay” on Starbucks’ Social Corporate Responsibility
Starbucks’ latest act of social responsibility is offering a free cup of joe to anyone who pledges 5 hours of volunteer time during the five-day promotion. The coffee retailer joined with nonprofit HandsOn Network to support Barack Obama’s national call for service and encourage individuals to ‘create the change they wish to see.’ Last December, […]
Syncing Brand DNA and Cause
Stephen Greene, RockCorps CEO and one of its six founders, called in from London for our interview today. He’s there setting up a partnership with the mobile carrier Orange to introduce youth to the concept of volunteering and activism through the power of music. The collaboration builds on RockCorps’ successful programs with U.S. brands: teenagers […]
Why Crocs are Worth a Second Look
No longer relegated to local niche companies, the Buy-One-Give-One (BOGO) practice has been adapted by a global retailer. Crocs, maker of the ubiquitous California shoe, has launched a BOGO program with a twist. The campaign is called SolesUnited and this is how it works: donate any type of old Crocs and they’re ground up and […]
Hallmark Retails UNICEF Greeting Cards
UNICEF chose Hallmark as the sole supplier of its greeting cards. This symbiotic relationship allows UNICEF to profit from the greeting cards throughout the year through Hallmark’s name recognition and ubiquitous retail stores. Hallmark benefits by associating with a children’s charity and carrying exclusive distribution rights for the cards. This functional and efficient partnership cuts […]
Lady Liberty Brings Home the Dough for AmEx
My last post lingered on reasons for the current swell in cause marketing, but maybe it’s a successful trend revitalized. Back in money-centric 1983, American Express created a cause marketing campaign to fund the restoration of the Statue of Liberty. For every purchase made, 1 cent was donated to the fund; American Express ultimately raised […]
Can Companies Do Well By Doing Good?
This seems like the modern paradox: Can companies increase profits through socially conscious marketing and charitable donations? ‘Sure thing’, say Satya Menon of the University of Chicago Graduate School of Business and Barbara Kahn of the Wharton School, University of Pennsylvania. Their research underscores the link between a product’s goodwill image and a consumer’s purchase […]
I'm Olivia Khalili. I created Cause Capitalism to show you how to grow your business by incorporating a social mission. I've worked extensively with both nonprofits and for-profits. I found that when you combine the two, you grow your profits, impassion all your stakeholders and do good in the world. Read more.
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