Looking at Local Cause Marketing


Part One of Two-Part Series

The nonprofit sector survives and thrives with the support of all of us. Individuals, families, foundations, public agencies, and businesses and corporations all play key roles in the work of nonprofit organizations across Memphis, the Mid-South and our country. One way that businesses support nonprofits is through cause-marketing campaigns that highlight selected organizations through the promotion of products and services.

A successful cause marketing campaign benefits the business or corporation, selected nonprofits and the consumer. Creating a link between a business and a nonprofit provides a business with a way to attract the attention of consumers who believe in the selected nonprofit. It also positions the business as a “good corporate citizen,” and helps build brand loyalty even in challenging economic times. That loyalty is derived from the corporate commitment to nonprofits that consumers believe in. A participating nonprofit gains the benefit of exposure generated by the promotional campaign as well as funding. Consumers who make purchases during these campaigns gain a product or service, and a feeling of goodwill, knowing that a portion of the purchase price will benefit an organization they believe in.

A current local example of such a program is Chuck Hutton Toyota’s “We Care We Share” campaign.

Toyota Motors is encouraging its local dealerships across the country to support the work of nonprofits in their communities by offering a dollar-for-dollar match of up to $10,000 to each participating dealership. Locally, Chuck Hutton Toyota is committing $100 for each car sold in December and January with the goal of raising $10,000 to secure the maximum match. The goal is to create a $20,000 “charity pot” that will be distributed amongst four local nonprofits.

So, driving off in a new Toyota or Scion from Chuck Hutton this month will help increase funds available to local nonprofits. They have invited the public to vote for which of the organizations you would like to see amongst the four who will split the contents of the charity pot: The Exchange Club Family Center, Big Brothers Big Sisters of Greater Memphis, New Ballet Ensemble & School, UrbanArt Commission, Wolf River Conservancy and Soulsville Foundation.

As of Jan. 13 almost 40,000 votes had been cast. That’s a lot of votes. And a lot of people visiting the Chuck Hutton Toyota website.

In addition to voting for their favorite nonprofit, website visitors can learn more about the different nonprofits and more about Chuck Hutton Toyota and the vehicles and services they offer.

Visit the Chuck Hutton Toyota Dealership to test drive or purchase your Toyota or Scion. And visit the website to vote and learn more about these nonprofits. Let them know you read about it in The Daily News.

Mel and Pearl Shaw are the owners of Saad & Shaw. They help nonprofit organizations and institutions rethink revenue sources. They are the authors of “How to Solicit a Gift: Turning Prospects into Donors.” Visit them at www.saadandshaw.com or call 522-8727.