October 9, 2008
Cause Marketing Wins $2 Million For Clean Water
Putting money together with card member wishes helped American Express give a big boost to UNICEF in bringing safe drinking water to children throughout the world.
Called The Members Project, it allowed American Express card holders to submit and rate project ideas. A high-profile advisory panel narrowed all the ideas to 50 semi-finalists, and then card holders voted on the winning idea.
As explained at the Cause Marketing Forum, the initiative was meant to bring the meaning of card membership into a new and relevant context, driving loyalty and increasing engagement, increasing interest in the card and brand and creating marketplace buzz as an online innovator. It utilized 360-degree marketing, including national and local news coverage, both print and electronic, viral tools and word-of-mouth advertising to spread the message.
The winning project received $2 million and the four finalists received $100,000 each.
The specifics of the program involved:
- The online/viral approach was complementary to the Members Project strategy. It included email to 750,000 subscribers, outreach to 9,400 dedicated volunteers, a home page banner and a stand-alone page.
- A comprehensive and flexible public relations plan.
- Executive commitment. The president made a personal appeal to the national board and all staff.
According to American Express, the following benefits in identification accrued from The Members Project:
- A powerful brand identified with saving children’s lives.
- A leader and expert in water and sanitation.
- An extensive network of concerned individuals, companies and supporters who AmEx knew would support the project.
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This article is from NPT Instant Fundraising, a publication of The NonProfit Times.
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