Every company wants to be affiliated with a good cause. And every non-profit and charity wants to make a name for themselves to garner donations for their cause. As Krista Rogers writes in Authentic PR Counsel, “Cause marketing campaigns are a great way to create positive buzz about your company and create support for the non-profit organization; it truly is a win-win situation”.
You see it everywhere. Chilis and St. Jude Children’s Research Hospital. Yoplait’s “Save Lids to Save Lives” campaign. Cheerios and the American Heart Association. Companies everywhere jump at opportunities to support a good cause and build a positive reputation. And why shouldn’t they?
October, known for Halloween and beer-lovers’ Oktoberfest but also, October is known for breast cancer awareness month thanks solely to Susan G Komen for the Cure.
The Susan G. Komen foundation has, in my opinion, completely upped the ante these last few years. Look around you today. The NFL for one has professional football players wearing pink gloves and sporting pink cleats on national television. The Geek Squad at Best Buy now proudly displays pink ties around their necks. Companies from all over are showing their pink pride and it isn’t just geared to women only companies anymore.
The campaign has gone after almost every top brand name in America and beyond, and these brands are finding more and more creative ways to affiliate themselves with Susan G…Not bad for a non-profit that started out just over twenty years ago and slowly began with the pink ribbon and the 5k walk.
Every aspect of PR has its own enticing characteristics to it. The stress and adrenaline of crisis PR, or the speed and swiftness of social media (to name a couple) but it is the aspect of cause PR and Marketing that can truly leave a lasting impression.
Read Krista’s blog to get a few hints on what makes a great cause PR campaign