Archive for the ‘Cause Related Marketing’ Category

Did you see the bit on HLN about bedbugs infesting firehouses in Albuquerque, New Mexico the other day?

What caught my attention wasn’t the bugs, which are popping up all over the place like Tea Party candidates.

Nor was it the fact that the Firefighter Wives Auxillary Association went to a national high end mattress company and asked them donate 170 mattresses to the firestations, which they did. (You can read the whole story here.)

What hooked me was that the mattress company has requested to remain anonymous.

That’s right — anonymous!

As some of you might know, I co-authored a book with Dr. Richard Steckel about cause related marketing titled “Making Money While Making a Difference: How to Profit with a Nonprofit Partner.”

The entire book is about the positive bottom line benefits of cause-related marketing, an absolute win-win when done right, and while I wrote it over a decade ago, I’m pretty sure I didn’t put in anything about the benefits of anonymous donations.

BECAUSE THERE ARE NONE! At least not to marketing or sales. There are the tax benefits, of course, which must be monumental for 170 mattresses. And as my wife suggested, there may be a religious angle, which I guess would be good for your soul and future accommodations in whichever afterlife you may believe in.

But you have to agree that it’s an unusual move, in this day and age when organizations from NASA to Oakley were falling all over themselves to milk the publicity from helping out the Chilean miners. (Can you say $450 sunglasses, or $41 Million in media exposure?)

I’m still dumbfounded by it. Companies are constantly on the lookout for opportunities to, well, make money while making a difference. Opportunities like this one.

Which leads me to wonder, can someone please explain whether I’m right, or whether I’ve become so jaded that I can’t see an act of charity as anything other than a missed marketing opportunity?

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