Cause Marketing that deserves a medal.
- Posted by Julia Shea on July 3rd, 2009
filed in Cause Marketing, Healthcare Marketing, Marketing |
I’ve been getting religious gifts in the mail. And I can’t make them stop. Saint medals. Holy cards. Rosaries. Even a Mother’s Day card that I sent to my mom. You see, I sent this charitable organization a donation because of the first gift they sent me (and because they truly do wonderful things for the poor), and that was it. I’m on the LIST. And I keep getting STUFF. It’s brilliant marketing. They know me. They know I have a severe case of Catholic guilt syndrome and that if they give me something I use (i.e. the card), I’ll feel bad if I don’t send a donation.
Kudos to the targeted CRM program of this nonprofit! The gifts get my attention, so I read their letters, which always pull at my heartstrings…and my pocketbook.
It’s sort of annoying when you’re a cause marketing expert and you know exactly what they’re doing, but you succumb anyway. Care to fess up on any annoyingly effective cause marketing tactics you’ve fallen for?
July 13th, 2009 at 8:17 pm
Interesting piece, Julia. I’ve had the opposite experience. I donated once or twice to the humane society and they keep sending me ‘warm’ blankets and winter gloves (note, I live in Los Angeles). I get peeved every time that they are spending money on irrelevant gifts to me when the money could go to care and feeding of their service population–animals. I have not donated subsequently because I feel like they must not be managing their money well if they’re sending winter gloves to their Los Angeles contributors.
Great blog! Just discovered it.