I have to admit that I have really strong opinions about cause marketing.
The campaigns that I love put the cause first and the company/product second.
This holiday season, two campaigns caught my attention by being centered on their nonprofit partners and not themselves.
Toys for Tots, the venerable U.S. Marine Corps campaign that provides toys for children, has many facets, but this one caught my eye.
Hasbro and Toys for Tots have invited all of us adults to remember our own most inspiring toy from childhood and given us an opportunity to thank Santa for it. When we do, it triggers a donation of one toy to a deserving child via Toys for Tots.
The campaign taps into nostalgia (a great way to go during the holidays) and doesn't even require any financial commitment. Of course you might feel so good that you'll click the Donate button too.
The campaign is on the Toys for Tots Facebook page, and it's very simple. "Like" the page, thank Santa, and enjoy the warm glow of giving. A secondary pleasure comes in reading other thanks to Santa and finding out about all the favorite toys.
The other campaign that revolves around a letter is by Macy's and the Make a Wish Foundation.
The campaign, called "Believe," has many moving parts, but it is anchored by letters to Santa.
Children can mail their letters at Macy's stores, with a guaranteed delivery to the North Pole. For every letter mailed, $1 is donated to the Make a Wish Foundation, up to one million dollars. This is the 5th year of the campaign, which revolves around the famous newpaper editorial, "Yes, Virginia, There is a Santa Claus."
Everybody's a child at the holidays, and these two campaigns tap that deep sense of childlike wonder and nostalgia that makes this time of year so special.
Do you have a favorite holiday cause-marketing campaign? Let me know.
Photos courtesy of Toys for Tots Foundation and Macy's.
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