Cause-related Marketing

Steve Drake, president and CEO of Drake & Company, an accredited association management company, spoke at the November 21 meeting of the St. Louis Agribusiness Club and Gateway NAMA Chapter.

The topic centered on cause-related marketing based on the example of FedEx and Christmas Spirit Foundation's Trees for Troops initiative. Last year FedEx and CSF joined to provide Christmas trees to servicemen and women overseas and their families on the homefront. FedEx provided the logistics and transportation; the National Christmas Tree Association provided the trees.

Although the story was a more or less a footnote nationally, it generated significant media impressions regionally and influenced the purchase of millions of Christmas trees. The program is on again this year, with more trees going to more locations.

Generation Y is driving cause-related marketing. With greater spending power than the boomers and a greater interest in helping others, there is a desire to court the demographic through causes such as the Koman Foundation or local schools.

The power of a cause to generate business is getting noticed. Associations, agencies and corporations are taking an initiative to link with causes that will further the brand.

For more information about cause-related marketing, contact Steve Drake: drake@drakeco.com.