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Dear Kami, Geoff and Beth,

The thing about cause marketing is, people are getting wise to it now. They've bought their Livestrong bracelets, their NFL END HUNGER clam chowder, their Yoplait for the Cause. Was the nonprofit able to say, "Thanks to your yogurt purchase, we raised millions for cancer research"?

Well, no, not really, because the actual money funneled through these cause marketing campaigns with products attached was not that large. For example, based on the Komen website, 11,695,936 tops have been sent in, That's 10 cents per top, amounting to $116,959.36 over several years, which Komen won't receive until the campaign is over. Meanwhile Yoplait is making their usual tons of money thanks to their affiliation with this cause. Imagine if each of those donors of the tops of yogurts had sent in even just $1 to the Komen foundation. They would have $11 Million instead of waiting for $116 thousand.

I would like to think that Yoplait led the way to meaningful change for cause marketing, but it's unlikely that Komen even saw the names of those 11 million ten cent donors.

Perhaps if corporations gave even more of their marketing budgets to nonprofits that they had a tie to. For instance, Boeing, the behemoth fighter jet manufacturer, could give substantial money to veterans organizations, paying for PTSD counseling, job training, support, and case management. Perhaps Smithfield Farms could spend some of its millions in advertising to give $1Million to an environmental nonprofit in the area of one of its slaughtering plants. For a start. What do you think?

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