Who is Doing it Right?
MAC Cosmetics,an edgy brand started by two gay makeupartists, created the “MAC AIDS Fund”;COVERGIRL Clean Collection stands for clean and fresh and tiesin with “Children’sSafe Drinking Water ”; Dawn DishwashingLiquid is known for its ability to fight greaseand supports The International Bird RescueResearch Center and The Marine MammalCenter that helps rescue and clean animalsfrom oil spills. There’s a true and authenticlink between these brand’s DNA and their cause-related initiatives.
Align with a cause that women will want tosupport personally and share proudly withtheir networks. In time, many will becomeyour brand ambassadors. Partner with acause that has a wide commondenominator and you’ll build a communityof women who stand with your brand.
Think About This:
Women focus heavilyon what benefits their children. Education ishigh on many women’s lists, as is theenvironment. Aligning with a cause thatgives their children a better chance in theworld will create a strong emotional bond.General Mills made it easy for moms tosupport their local community byparticipating in “Box Tops for Education,” asuccessful school-based fundraisingprogram that has helped America’s schoolsearn more than $300 million over the past13 years and over $50 million last year alone.
BE CLEAR ABOUT YOUR CAMPAIGNPURPOSE
Be transparent about how women willbenefit from engaging with your brand.Where will the donations go as a result of her efforts? Women want to know details.Provide them.
Clear Leaders on Every Scale:
Wal-Martwas the first major retailer to directly tie itsenvironmental footprint to land conservationwith “Acres for America.” The retailer
MMC’s “Purex Saves Green” initiative, tobenefit Earth Day Network, tapped intowomen’s desire to support “green.” It wasbased on the insight that “green” did notneed to translate into extra cost or extrawork. More than 300,000 women visited theWeb site and 75,000 of them entered acontest. The brand enjoyed double-digitshare growth and outpaced sales forecasts.