Macy’s new fall “Come Together” campaign asks consumers to host dinner parties and have guests make a donation to Feeding America instead of the usual host gift. This marketing effort combines print, social media, and in-store components.
It’s not a new idea to give to a charity and get PR. Here’s what some other companies are doing:
- Campbell Soup helps Camden County Youth build Rocky Robot
- Southwest Airlines has given to the Ronald McDonald House for over 23 years. Here’s this year’s LUV Classic.
- Hugh Jackman gets users to Tweet for a donation to their favorite charity
Giving to others is not just good, it’s good business! However, it’s important that you don’t get carried away – this type of marketing stinks if it’s not authentic, as Seth Godin explains. This means philanthropy and sustainability should be built into your company at its roots: your by-laws, operating agreements, and business plans should reflect who you are at your core, including who you are socially.
How can you add a genuine charitable component to your online and offline marketing efforts?
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