What is considered a good cause for cause-related marketing?

Many organizations used cause-related marketing to improve its profitability, reputation or to become more recognizable. I think it is important to recognize an impactful cause-related marketing campaign, Yoplait Save Lids to Save Lives, because while this campaign makes a positive difference in people’s lives while promoting business for Yoplait. The Yoplait Save Lids to Save Lives campaign has been active for 15 years and started when an employee lost a family member to cancer (Our Story, 2013). The purpose of the General Mills campaign, Yoplait’s parent company, is to raise money for “the breast cancer cause—one lid at a time” (Pledge your part, 2013). General Mills has partnered with Susan G. Komen, a foundation to support the cure for breast cancer, to help support millions of women and families fighting the disease. With each Yoplait lid sent in, donations are made to help fund education, treatment and research initiatives. (Our Story, 2013).

This is an attractive cause-related marketing example because breast cancer touches the lives of millions of people. Since the cause is a sensitive subject and affects a large number of individuals, this attracts people to want to help. Save Lids to Save Lives is particularly inviting because it is a straightforward donation process by simply saving lids from yogurt containers. While consumers initially paid for the product, it is a more attractive method of donating part of a product versus a monetary donation. Additionally, the campaign is transparent about where the donations will go and this is reassuring for people who want to help. Over the years, General Mills has added numerous products to the campaign in addition to just saving lids from Yoplait. Many popular cereal, cooking and juice products have participated in the campaign by donating 10 cents from each product code to Susan G. Komen (Ways To Help, 2013). Yoplait further simplifies the donation process by allowing consumers to redeem codes or lids online rather than sending them through mail.

The website is also another reason why this particular campaign is attractive to consumers. It is very interactive and allows user to engage in events, say how they help fight breast cancer such as “pledge your part” and find other ways to help the cause (Pledge your part, 2013). Also, Yoplait has a prominent partner, Guiliana Rancic, a television personality,  who shares her personal struggle with breast cancer. Through a simplified donation process, an interactive website, popular brand participation and a relatable spokesperson, Yoplait Save Lids to Save Lives is an excellent example of cause-related marketing. General Mills’ actions create an attractive campaign while still improving the company’s profitability, reputation and recognizability.

To view the Yoplait Save Lids to Save Lives website please follow the link: https://savelidstosavelives.com/desktop/

References:

Our Story. (2013). Yoplait Save Lids to Save Lives. Retrieved January 31, 2013, from https://savelidstosavelives.com/desktop/.

Pledge your part. (2013). Yoplait Save Lids to Save Lives. Retrieved January 31, 2013, from https://savelidstosavelives.com/desktop/.

Ways To Help. (2013). Yoplait Save Lids to Save Lives. Retrieved January 31, 2013, from https://savelidstosavelives.com/desktop/.

RBC and Free The Children

One partnership between a charity and a corporation launched in 2013 was the partnership between Free The Children and RBC (http://www.rbc.com/freethechildren/).

RBC (2014) is one of Canada’s largest banks and services 15 million clients in 46 countries globally (Corporate Profile, para. 3). In regard to community initiatives, RBC partners with dozens of different nonprofits aimed at solving very diverse social issues. RBC sponsors organizations such as the Canadian Art Foundation and Kids Help Phone in addition to their own campaigns. The RBC Blue Water Project is a 10-year commitment of $50 million to provide clean water internationally. These are all examples of how RBC is truly committed to giving back to communities, and philanthropy is a principle ingrained within the organizational culture.

Free The Children (2014) is an international charity that empowers youth to become agents of change and act as global citizens. The organization removes barriers to education in impoverished nations, and help communities break the cycle of poverty (About Us, para. 1).

RBC and Free The Children have partnered to provide Canadian youth with resources to inspire social change. RBC partnered on four separate national campaigns within the past year including We Day, We Create Change, We Act, and We 365. We Create Change was one of the largest campaigns and raised $1.4 million to provide 56,000 people with clean water for life (RBC, 2013, para. 1).

The most compelling aspect of this campaign is that RBC has pledged that this partnership will be a long-term commitment. The high level of commitment provides more legitimacy and more sincerity than a one-time donation campaign. Additionally, the credibility of both organizations makes the partnership even more compelling. Both are very high-profile Canadian organizations and are extremely established in the market. There is a real possibility that these two large organizations can actually accomplish social change together, and their past success record is high. These factors make this partnership appealing to donors and supporters.

It is a mutually beneficial relationship because RBC can provide the capital to fund initiatives for Free The Children. On the other hand, Free The Children provides opportunity for RBC to advertise and connect with youth who will soon need financial services. It is a great way for RBC to attract future clientele early. Additionally, products such as the Free The Children RBC Virtual Visa Debit Card has been introduced, which donates a portion of all purchases to Free The Children programming initiatives. As Gord Nixon, president and CEO of RBC states in regard to We Create Change, “Our long-term commitment with Free the Children supports two very important issues - financial literacy and access to clean water.” (RBC, 2013, para. 3). This partnership is the very definition of a mutually beneficial relationship, and also provides opportunities for social activism goals to be achieved.

References

Free The Children. (2014). About Us. Retrieved February 1, 2014, from http://www.freethechildren.com/about-us/

Free The Children/RBC “We Create Change” Penny Drive Raises $1.4 Million, Providing 56,000 People With Clean Water For Life. (2013, June 27). CNW. Retrieved from http://www.newswire.ca/en/story/1191449/free-the-children-rbc-we-create-change-penny-drive-raises-1-4-million-providing-56-000-people-with-clean-water-for-life

RBC. (2014). Corporate Profile. Retrieved February 1, 2014, from http://www.rbc.com/aboutus/index.html