Smart Media
Smart Media Embraces
Cause-based Marketing
“Do Well by Doing Good”
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2nd Quarter, 2012, Volume 1
Working to Make the World a Better Place
mart Media is following in the footsteps of companies such as Marriott Corporation, Ben & Jerry’s, Famous Amos (cookies), Yoplait, Cheerios, American Express and Apple Computer, amongst others in the “Do Well by Doing Good” model (term coined by Bruce Burtch) . Smart Media has committed to Cause-based (Cause-related) marketing in that effort. Cause-based marketing differs from corporate giving and refers to creating co-operative relationships
between for-profit businesses and charities. These partnerships have typically resulted in greater gains for both the charity and for the business than either could achieve alone. The exact models that Smart Media will adopt have not yet been finalised, but here are some examples that other corporations have used: Ben & Jerry’s Ice cream containers are mini-billboards that have championed causes both local and global
The UK-based AquAid Water Coolers Donates 5.5% of turnover to supply clean drinking water to the people of Africa via the two charities Christian Aid and Pump Aid
Yoplait Had their “Save the Lids to Save Lives”, raising $2 million in the campaign for the Susan G. Komen for the Cure
Cheerios Had the stamp of approval (the “Heart Check”) from the American Heart Foundation
Singapore Airlines Used an online auction to launch the “Doctors Without Borders” campaign
American Express Gave 2 cents from every AMEX card purchase towards a group of charities
These are just a tiny sampling of the group of companies that Smart Media is joining that demonstrates commitment to global social responsibility. These relationships have raised billions of dollars to help mankind create a “kinder, gentler” world.
Smart Media has already committed to donating 1% of its revenue from banner ads to charity and the new HPP 2.0 overview page highlights charities and not-forprofit causes as well as offering the opportunity for paid members to highlight the brand of their favourite charity.
It lets everyone know that you are one of the “good guys” because you are part of Smart Media. This makes it attractive for family and friends to participate without reservation. It is another way for you to “Do Good”.
The Smart Media team is discussing a multitude of ways to raise awareness of important causes. Whatever methods and models Smart Media chooses to implement in Causebased marketing, you can be assured that it will help our members “Do Well by Doing Good”.
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