The New York Times’ coverage of 9/11 yesterday included an article on how The World Trade Center Memorial Foundation is trying to balance its appeals between being respectful and emotionally engaging. The organization is raising money to build a memorial at Ground Zero.
When I visited the Foundation’s website, I saw only opportunities for donations and matching gifts. But they could definitely use cause marketing to raise money, even with the sensitivities surrounding 9/11 and the fifth anniversary. Here’s how I would structure a program.
Wave the flag. I would first target companies that are known for their patriotism, like Wal-Mart or Home Depot. But I would also approach companies that want to be known for their support of America. Foreign-owned gas companies like Citgo, which also has lots of retail outlets, comes to mind.
September is my month. The program would begin September 1 and run through September 15 when public attention of 9/11 is highest and being sustained by tons of (free) media.
"Think Back. Move Forward." wristbands. Partners would sell Livestrong-like wristbands at the register. But instead of Lance Armstrong yellow, I’d do a translucent wristband, a reminder of the current memorial to WTC victims: two banks of high wattage spotlights that recreate a ghostly image of the Twin Towers in the night sky. The band would include the Foundation’s tag line: "Think Back. Move Forward."
Other tag lines on the wristbands could be "I Remember." or "Never Forget." The bands would be a visible reminder of the solidarity among people who want to honor those who died with a fitting and permanent memorial at Ground Zero.
"Would you like to donate a dollar to help build a memorial for the victims of 9/11?" is one ask consumers would find difficult to say no to.
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