Cause Marketing and Self Magazine

WWD ran this blurb today about the Self magazine study on cause marketing.

"Self magazine commissioned a study on cause marketing several years ago as a response to the dozens of calls it was fielding from marketers, asking how they could get involved in philanthropy. Vice president and publisher Kim Kelleher visited more than 100 marketers after that first study was released and now she’s on the road again, with more research to share on the subject. “This space has exploded in the past 10 years,” Kelleher said. “I’ve already talked to over 40 companies on the next wave of research.” Kelleher said firms leading the way in the space include Procter & Gamble, Burt’s Bees, Estée Lauder, Avon, Paul Mitchell and Neutrogena. “Consumers are very afraid that companies will walk away now [because of the downturn],” she said. “Consumers don’t have enough money so they are looking for companies to fill that void. Engage with your customers and let them know you’re still involved. They will come back in full when things get better.”

According to the study, the causes that attract the widest followings are related to medical research and diseases, child welfare, education and literacy, animal welfare and poverty. Kelleher noted the new findings are also opening doors for the magazine, and she is meeting with advertisers now that had previously said no to a traditional meeting."

Several interesting points to think about:

- Marketers were calling the magazine to get involved in philanthropy.

- Philanthropy is a vehicle for customer engagement.

- This study is helping Self magazine to land more meetings with advertisers. It was brilliant of Self to 1) see this opportunity, and 2) use the study to differentiate themselves with advertisers.