NonProfit Times Names St. Jude Tops in Cause Marketing

The Nonprofit Times named St. Jude Children's Research Hospital one of their "World's Best Fundraisers" in cause marketing.  The issue also includes an in depth story on the hospital's second "Thanks and Giving" program.

I have to admit I was underwhelmed when I first came across the lime green mobile at my local CVS.  Like some nonprofits that link themselves with a specific color (e.g. pink with breast cancer), St. Jude chose a color they thought would fit with the holiday season but also stand out.  It certainly caught my attention, albeit in a negative way, and seemed out of place with the holidays.  I did, however, like their emphasis on kids and their tag "For any child.  Ever."

Mobile programs with retailers are by far one of the best ways for nonprofits to raise money.  And, judging from my experiences, the success of the program has almost nothing to do with the color of your mobile.  Your number one goal should be to motivate the cashiers to ask EVERY customer: "Would you like to donate a dollar to help a sick child?".  It is truly that easy. 

McDonald's figured out years ago that if they just asked customers if they wanted to supersize their meal or add fries a lot of people said yes!  A mobile program is no different.  If you have a limited budget, spend it on t-shirts, ipods, gift cards--whatever!-- to motivate cashiers to ask every customer that one question.  Don't forget the store managers either.  They're the ones that keep cashiers pushing the program.

The thing I disliked most about the "Thanks and Giving" program was not the design or color of the mobile but that I had to ASK the cashier if I could buy one!

Technorati tags: cause marketing, mcdonald's, st. jude children's research hospital, thanks and giving, the nonprofit times