Marketing with Heart

In discussing Marketing Lessons from the Grateful Dead recently, we mentioned the band’s continued support of community causes. (See David Meerman Scott’s post:  “Give Back to your Community”  and our post “Some marketing lessons from The Grateful Dead”.)

Support of a cause that fits well with your brand, that aligns to the interests of your target customers,  and is close to your heart, has several benefits.

It helps you better engage with your customers, is motivational for your employees and differentiates your brand from competitors.

It’s not only  good for your brand but adds to your community too. However, like all marketing strategies, commitment is required to realise objectives.    So, if you’re seeking to integrate  a cause in your marketing activities – here are some which you might find inspirational:

  • LOVE 146

PR Warrior, Trevor Young highlighted LOVE 146 – a cause focused on ending child sex slavery and exploitation. It’s a powerful example of communicating the story behind your brand – and how,  as Trevor says – linking to a cause adds humanity.  Here is Trevor’s post:  How LOVE 146 Uses Stories to Rally A Movement behind its cause

  • 12for12K

In December 2008, Danny Brown and several friends started the 12for12K project. They’ve since raised more than $100K for thirteen different projects and used social media as the key communications tool.  A new phase of activity for 12for12K is about to commence. Read more here:  Caring Across Continents – 12for12K, and our previous posts about Danny and the project: Social Media for Good – Businesses Making a Difference and More on Non Profits Use of Social Media

  • Visible People

Never one to rest idle on these matters, and with his own heart as big as Texas (or Australia!) Danny also drew attention this week to Invisible People- a site which shares some stories of the homeless permitting a greater insight beyond the ‘stereotypical image’.  You can read Danny’s post here:  ”Making Homelessness Visible Through Social Media.”

Here are a couple of Australian examples:

  • NAB & The Ovarian Cancer Research Foundation (OCRF)

As the Founding Partner of the OCRF since 2001, NAB continues to raise funds and community awareness about Ovarian Cancer through its branches and local communities, and has raised over  $3.2 million dollars. Read more here:  Ovarian Cancer Research Foundation & NAB

  • The McGrath Foundation

The McGrath Foundation raises money to place McGrath Breast Care Nurses in communities across Australia, as well as increasing breast awareness in young Australian women. The following link lists some of their extensive corporate support. Clicking on their icons will detail the ways in which the corporation has linked with the cause. Corporate Friends and the McGrath Foundation

So, what is your cause?  How will you market with heart?

Update: On a personal note, here is a video testimonial of the Birthing Kit 2010 Assembly Day that our Zonta group recently undertook. (Music commences approximately ten seconds into clip.)

Image: Salvatore Vuono /
11 Responses to Marketing with Heart
  1. Danny Brown
    September 14, 2010 | 5:51 pm

    Hey there Anne,

    Thank you sooooo much for continuing to be an awesome supporter of 12for12k, and also for highlighting so many other great examples. Will definitely be checking them out.

    Thanks again, miss – great things ahead!

  2. Anne
    September 14, 2010 | 6:01 pm

    Thanks so much Danny for visiting! :) Marketing with Heart makes everything worthwhile in my humble opinion! Looking forward to working with you to make a difference! Take care!

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  6. Anne
    October 26, 2010 | 10:58 pm

    Hi there! RSS button on the blog page and home page. Thanks for visiting!

  7. Anne
    October 26, 2010 | 10:59 pm

    Thank you! Glad you liked it. Look forward to talking again soon. Best wishes.

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  9. Anne
    November 7, 2010 | 3:29 am

    Hi Cornell! Thanks so much for visiting and posting your comment! Am glad you enjoyed the article! Look forward to you visiting again soon! Take care – best wishes!

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