Without resurrecting every post I’ve written on the topic of matching causes with sponsors there are basically eight options.
- Pick a cause or causes that are a direct fit: for instance, a restaurant or a grocery store sponsoring a food bank.
- Pick a cause or causes that are an indirect but related fit: McDonald’s sponsorship of the Ronald McDonald House. In this case it’s related because of the way McDonald’s targets kids.
- Pick a cause or causes that are meaningful to important company stakeholders: Many sponsors of the various breast cancer charities fit this criteria.
- Pick a cause or causes that have tons of popular appeal: Target’s sponsorship of St. Jude Children’s Research Hospital is an example.
- Pick multiple charities with a single theme. JC Penney focuses much of its cause marketing ghving on after-school causes, for instance. Kohl’s cause marketing money goes to children’s health and education.
- Pick multiple charities without a unifying theme.
- Pick a charity or charities the executives or rank and file prefers.
- Pick a charity or charity for no rational reason.