Krispy Kreme Challenge

By Cindy Stranad, APR on | | Comments (0) | Twitter Digg Reddit StumbleUpon Delicious Share

In today's News & Observer article - what a great article about connecting a cause with donuts and hurling (.

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.

Though students started the race that began in 2004 with just 24 runners, the challenge gained a foothold thanks to some national press. Perhaps most notably, Sports Illustrated in 2005 put it on its "102 Things you Gotta Do Before You Graduate" list.

After years of connecting causes with corporate partners, I have seen a huge gap in that corporate giving and cause marketing is used interchangeably. Know that communication is the key in fundraising, but a marketing relationship is not based on a donation. Here in lies the issue.
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.

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