Krispy Kreme Challenge

In today’s News & Observer article – what a great article about connecting a cause with donuts and hurling (http://bit.ly/ePhemd).

The Krispy Kreme Challenge returns tomorrow with a record 7,500   runners taking part. If you don’t know about the Challenge, runners go 2  miles, eat a dozen doughnuts, then turn around and run the two  miles  back. It starts and stops at the N.C. State Bell Tower, with the Krispy  Kreme shop on Person Street the midway point. Last year, the event  raised $55,000 for the NC Children’s Hospital and Articulon has been a  proud sponsor for two years.

Of course, we always focus on cultivating the  relationship and financial stewardship with donors (i.e. don’t fail to  explain how the money impacts people, not just what the money will be  used for.) Cause marketing, also referred to as corporate  responsibility, corporate philanthropy, and corporate social  responsibility, is a public relations practice that links for-profits  with not-for-profits for mutual benefit. The non-profits benefit from  cause awareness and media relations, while the company receives  visibility that results in goodwill, associate morale, positive employee   relations, customer loyalty – and, yes, sales.

Cause-related marketing can become a cornerstone of your marketing  plan – it’s more than a check donation, it’s a marketing relationship.  Nonprofit professionals often find themselves pressured to create  programs that not only profoundly impact their communities but also have   a measurable impact on the companies’ bottom lines.

Your cause-related marketing activities should highlight your  reputation within your target market. Cause marketing can positively  differentiate you from your competitors and provide an edge that  delivers other tangible benefits, and help a great cause along the way.

Embracing a cause makes good business sense. Nothing builds brand  devotion among today’s increasingly hard-to-please consumers and  employees like a company’s proven commitment to a worthy cause. In fact,   most people prefer to do business with a company that stands for  something beyond profits.

By selecting N.C. Children’s Hospital, the college kids at NCSU have connected people both emotionally and economically with the rewards  going to the hospital. It is a way to build business that parallels your   personal and corporate values and beliefs. If your cause also resonates  with your target audience, your activities will create tremendous  goodwill and media attention.

Fact: Cause-related Marketing Builds Customer Loyalty and Good Will.

And, that’s what we mean when we say Never Stop Giving.