Bright RED
RED is a organization focused on fighting AIDS in Africa that shows real smarts for harnessing powerful corporate sponsorships. RED was launched by Bono and Bobby Shriver specifically to enlist private sector support for this cause.
Here's an example. The Gap is introducing a line of clothes and accessories that will deliver an AIDS awareness message, with 50% of proceeds from sales being donated to RED. The line will be promoted via ads in mags like Vanity Fair, Vogue, O:The Oprah Magazine and The New Yorker (I counted 27 placements in the October 9 issue of The New Yorker alone, including the inside cover spread, the back cover and the inside back cover … you simply can't BE in the Eastern Establishment and not know about RED … hell, I've seen the ads in New Zealand!). The ads, photographed by THE Annie Liebovitz, feature celebs like Chris Rock wearing the garb, with copy reinforcing the AIDS message. What a terrific package.
Here's another example, as discussed by OnPhilanthropy. AMEX has introduced a RED card, with 1% of purchases through the card donated to RED's Global Fund.
Other RED partners include Motorola, Converse and Giorgio Armani. Bono and Shriver know their marketing! In Britain, where RED products have been available since February, proceeds from cause partners are already at $10 million, twice the level of donations from companies and individuals from 2002 to 2006.
I say: Watch and study RED for an ongoing tutorial in consumer product-based cause marketing. Start by reading this excellent RED overview from the NYTimes.
For more insight into the fast-spreading, potent — but often mis-practiced — art of cause marketing, you might want to follow the blog of Joe Waters at Selfish Giving.
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
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There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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