The NonProfit Times - March 1, 2009 - (Page 9) cialty goods that might not sell. Hessekiel said the economy might also affect what nonprofits’ potential partner companies will most likely seek out. “Because of the economic crisis, I believe many companies will shift their cause focus toward groups helping people with basic needs such as hunger, clothing, housing and medical care,”he said.“I think you’ll see more nonprofits positioning their work to emphasize how they are helping people get through these difficult times.” According to Karen White, director of corporate relations for Susan G. Komen For the Cure, “As the economy goes, so does our business in cause marketing in terms of the industries that are really experiencing declines right now. That translates directly in the cause marketing realm.” Instead of cutting cause marketing, nonprofits want to amp up the cause marketing game by strengthening the quality and quantity of company partnerships. Cause marketing programs are mirroring the economy. Fashion, auto and luxury cause marketing programs seem to be down, according to White, while other programs are thriving. Susan G. Komen hit the 10-year mark with partner Yoplait – and hit it hard. For the Save Lids to Save Lives program, Yoplait promised to give 10 cents to the Dallas-headquartered nonprofit for every specially-branded yogurt lid sent in, up to $1.5 million.The 2008 campaign received more than 16.3 million lids, more than the anticipated goal. “It provides a way for consumers to do something,” said White.“Maybe they can’t write that check this year, but they can certainly eat some yogurt.” While the donor charitable purchases are down, some nonprofits in the cause marketing arena explained this is when the strategy becomes even more important. “I think the key to fundraising is multiplying yourself through others. Our partnerships give us multiple points of contact with consumers, from checking out at registers to reading banner ads donated by our online partners.This enables us to get in front of a large audience with our message,” said David McKee, interim CEO and acting COO of St. Jude’s Children’s Hospital fundraising arm American Lebanese Syrian Associated Charities, Inc. (ALSAC). St. Jude’s held its fifth Thanks and Giv- ing campaign from Thanksgiving to New Years through corporate partners such as Target and CVS pharmacy. The campaign included cashiers asking customers to donate $1 when they checked out.The campaign saw roughly double-digit growth from some partners, according to McKee. St. Jude’s partnership with restaurant chain Chili’s had a similar formula for the Create-A-Pepper campaign, which asked customers to purchase a chili picture to color for $1. “Because retail was facing such a bad year, I think St. Jude became a positive part of the holiday for the more than 50 partners that participate in our annual Thanks and Giving campaign,” said McKee. The Thanks and Giving campaign raised more than $120 million during the past five years for St. Jude’s. Chili’s has a $50-million commitment to St. Jude’s across 10 years and had raised $18.7 million for the organization by 2008, including the pepper coloring and designating a day to donate 100 percent of participating restaurant sales. Corporate partner Hickory Farms asked consumers to add $1 to purchases for Share Our Strength during the holidays and received more than $100,000 for the hunger organization.The campaign was integrated through Hickory Farms’ Web site, mall kiosks and catalogues,which made the branding “seamless,” according to Chuck Scofield,chief development officer at Washington, D.C.-based Share Our Strength. “I think asking the consumer to donate is a great way to get people involved in a difficult economy. You give a dollar and those dollars add up pretty quickly,” said Scofield. He explained that the organization was poised to increase some cause marketing campaigns and launch several more throughout the year. Scofield said that the organization has historically worked with the culinary industry but wanted to grow “at every different angle,” especially since childhood hunger is a growing issue with the economy. White from Susan G. Komen also said cause marketing campaigns would only increase and created a new business development team to proactively seek out partnerships at the beginning of last year. “One of the things we are focused on is the fact that there is more competition in the cause marketing space than there ever has been before. So to hold our share within the space it’s important for us not only to be reactive but proactive with our approach to new business,” said White, which includes current corporate partNPT Special Report, page 10 Tracey meet MARCH 1, 2009 THE NONPROFIT TIMES www.nptimes.com 9 http://www.worryless.net/giving http://www.nptimes.com
Table of Contents Feed for the Digital Edition of The NonProfit Times - March 1, 2009 The NonProfit Times - March 1, 2009 Buyers' Choice Where's All the Money? Stocks of Vendors Tracking Worse Than Indexes Contents Calendar Page 4 AFP Conference Map Spring Clean-Up NPT Fundraising Guide Financial Paradox Business Briefs NPT Jobs Resource Directory Advertiser Index The NonProfit Times - March 1, 2009 The NonProfit Times - March 1, 2009 - Stocks of Vendors Tracking Worse Than Indexes (Page 1) The NonProfit Times - March 1, 2009 - Stocks of Vendors Tracking Worse Than Indexes (Page 2) The NonProfit Times - March 1, 2009 - Calendar (Page 3) The NonProfit Times - March 1, 2009 - Page 4 (Page 4) The NonProfit Times - March 1, 2009 - Page 4 (Page 5) The NonProfit Times - March 1, 2009 - Page 4 (Page 6) The NonProfit Times - March 1, 2009 - Page 4 (Page 7) The NonProfit Times - March 1, 2009 - Page 4 (Page 8) The NonProfit Times - March 1, 2009 - Page 4 (Page 9) The NonProfit Times - March 1, 2009 - Page 4 (Page 10) The NonProfit Times - March 1, 2009 - AFP Conference Map (Page 11) The NonProfit Times - March 1, 2009 - AFP Conference Map (Page 12) The NonProfit Times - March 1, 2009 - AFP Conference Map (Page 13) The NonProfit Times - March 1, 2009 - AFP Conference Map (Page 14) The NonProfit Times - March 1, 2009 - Spring Clean-Up (Page 15) The NonProfit Times - March 1, 2009 - NPT Fundraising Guide (Page 16) The NonProfit Times - March 1, 2009 - Financial Paradox (Page 17) The NonProfit Times - March 1, 2009 - Business Briefs (Page 18) The NonProfit Times - March 1, 2009 - NPT Jobs (Page 19) The NonProfit Times - March 1, 2009 - Advertiser Index (Page 20) The NonProfit Times - March 1, 2009 - Advertiser Index (Page 21) The NonProfit Times - March 1, 2009 - Advertiser Index (Page 22) The NonProfit Times - March 1, 2009 - Advertiser Index (Page 23) The NonProfit Times - March 1, 2009 - Advertiser Index (Page 24)
For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.