The not for profit world has been abuzz in the past few weeks about a cause marketing campaign gone bad. While bloggers and pundits (here’s a good example) have been quick to lambaste the charity for its lack of judgment, the real issue is that the company opted for cause “splash” and not more strategic cause marketing/CSR decisions.
Here’s the background. Susan G. Komen For The Cure – this is the organization that pioneered the pink ribbon campaign in support of breast cancer research – entered into a cause marketing initiative with KFC. In a program called Buckets for the Cure, KFC is donating 50 cents for every “pink” bucket of chicken sold and is aiming to make the largest-ever single corporation donation (over $8.5 million) to breast cancer research. The problem is that one week after launching the campaign, KFC introduced a new product called the Double Down sandwich – two pieces of fried chicken, bacon and cheese. The critics jumped on KFC for promoting an extremely unhealthy food product that can lead to obesity, which is a risk factor for breast cancer.
It is worth pointing out that despite furor in the blogosphere, to date the campaign has raised over $3.7 million and the website has inspired many people to share their breast cancer stories.
The real problem here is that KFC made a bad decision in its choice of cause marketing campaigns. The criticism of the campaign was foreseeable, particularly because KFC obviously knew when they were launching the Double Down sandwich. What’s even more striking is that the campaign doesn’t align with KFC’s business model. While it provides some temporary splash, in a year it will be forgotten because it really has nothing to do with what KFC does for a living. Contrast this campaign to other initiatives that are part of KFC’s CSR platform. The Colonel’s Scholars program provides scholarships enabling young people to go to college. This makes sense because KFC employs large numbers of high school students and the program aligns with founder Colonel Sanders’ legendary entrepreneurship; it focuses on “dreams and aspirations, and the perseverance to succeed.” KFC’s Animal Welfare Program is also well aligned providing expert oversight of the company’s practices and a supply chain component that includes farm audits.
Other examples of recently announced cause marketing campaigns illustrate the power of aligning with the corporate business model. Huggies (the diaper brand) has launched a program/site called HuggiesMomInspired.com through which it will provide venture capital to entrepreneurial moms. Read more about it at http://bit.ly/d7QXty. Barnum’s Animal Crackers recently launched a campaign that will see them raise funds to protect the endangered Asian tiger and raise awareness about endangered species.
Well-aligned cause marketing campaigns are more powerful because they become part of an integrated Corporate Social Responsibility platform. They provide greater opportunities for stakeholder engagement and are more enduring. Ultimately, they enhance the brand while allowing businesses to be good corporate citizens.
- Cause marketing campaigns should align with your business model and should be just one element in an integrated and strategic CSR approach.
- The most effective causes will relate to the products that you sell, the service that you provide, your articulated business philosophy or perhaps even personal philanthropic efforts of owners/executives.
- Ensure that any upcoming marketing efforts won’t diminish the impact of prospective cause marketing campaigns.
- Choose cause marketing campaigns that provide opportunities for employee engagement.