Eden Springs Promotion – You Judge
Here’s one for you cause marketers out there.
Eden Springs supplies 416 million litres of water per year across sixteen European countries. They tout their ‘clean, green’ credentials.
They’ve launched this promotion aimed at individuals who are using personal social net sites to raise money for their favourite causes and charities. In briefest terms, as an example, if you’re collecting friends to sponsor ($$) your run for, say, UNICEF, you can ‘apply’ to Eden Springs and they might provide your ‘hydration’ for the event in exchange for you publishing their ‘badge’ on your website or fundraising page.
I do like the idea of getting one’s brand associated with personal fundraising campaigns … this promotion accomplishes that. It works for Eden Springs.
But, what do you think? Is Eden Springs getting more out of this than the participant? Nice for the individual to get the water. But is this really helping the cause?
Tom
P.S. Sorry, if you do want to take up this offer, it appears they’ll only deliver to UK work addresses.
3 responses to “Eden Springs Promotion – You Judge”
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Thanks for raising this issue, Tom! I understand what corporations are trying to do, but I’m frustrated with their lack of true philanthropy. I’m a development person. What can I say? I like philanthropy.
I’ve found that many of the requirements in these sorts of programs are difficult for nonprofits to manage. And, do our donors and volunteers really want to read a bunch of advertising from us? Does it affect their commitment to our organization? Are they more likely to tune out our communication because they feel it is really all just advertising for some corporation?
I don’t have the answers, but I grapple with these questions every time another corporation asks me to ask my social media or email lists to “like” them in their contest so that my cause might, MAYBE, win $1,000. We are very small without a marketing person, so I’m choosing to concentrate my energies on pure philanthropy as much as I can. Curious how others see it.
I personally have issues with the bottled water business, no matter how “green” and “clean” they are.
I think the premise of this idea is a good one. If they are getting uptake on this campaign, that is great for the company, as the cost of this is probably very, very low, (pennies per bottle) for a lot of potential visibility. However, I don’t see how this directly impacts the cause in a positive way.
If someone wants free water for their event – there is always the tap.
Hi Tom,
The issue of businesses becoming involved with charities is certainly an interesting topic for discussion.
It’s inevitable that companies will look to achieve some sort of benefit from charity initiatives, and largely always have, be it from positive PR, brand perception or otherwise. The main idea is that people and charities are benefiting – it may not be entirely altruistic but if charities or individuals are benefitting where they otherwise wouldn’t, and a company also does to some extent, then it seems like a perfect partnership! It’s assistance that otherwise might not exist, so the involvement of companies in charity work seems to certainly be of overall benefit.
Eden Springs certainly don’t push our products with the offer, although we will donate to a charity if applicants do want a water cooler from us.
At Eden Springs we feel that the addition of a button or link to help further promote our offer isn’t too much to ask, especially if it increases visibility of the offer so more people benefit. As well as individuals we’ve donated water to numerous small, community-arranged fundraising sporting events, and it can be difficult for them to source water – they have found our donations very valuable, and the less money that fundraisers have to spend on participant support the more can go to valuable causes!