The Fourth of July is a great time of year for cause marketing as everyone is waving the flag and celebrating America. Patriotism is a perfect partner for giving. This spirit will last all month long thanks to these five promotions.
Starbucks’ Indivisible campaign. Indivisible isn’t a new program or specifically focused on Independence Day. It’s been around since October when Starbucks began selling the Indivisible bracelet. But this program has special meaning on the Fourth.
On June 29th, Starbuck’s Howard Schultz released an open letter to the American people urging citizens to demand more from our government and ourselves.
For me, this is what the Fourth of July is all about. It’s not just about BBQ’s, fireworks and road races, although I enjoy those as well. It’s about prodding and questioning what was created on that day in 1776, and how it can be improved. That’s what the former slave and abolitionist Frederick Douglas did on Independence Day in 1852 when he asked What to the Slave is the Fourth of July? Suffragists Elizabeth Cady Stanton and Susan B. Anthony also poked and prodded on the Centennial with a Declaration of Rights of the Women of the United States.
Schultz is in good company.
The cause marketing component of Indivisible – the bracelets, the tumblers and the coffee that fund getting America back to work – isn’t the message. But it is the message bearer of the important news Starbucks is rushing to deliver. Will we heed the alarm bell? Thanks to cause marketing, it rings every time we visit a Starbucks.
GOODYEAR GIVES BACK
This is the third year that Goodyear is helping Support Our Troops, an organization that provides simple, constructive ways for citizens and businesses to show their patriotism and appreciation for U. S. Troops.
During the Goodyear Gives Back event from July 1 through August 31, Goodyear will donate $1 per select Goodyear tire sold up to $250,000 to the Support Our Troops. Over the past two years, contributions generated through the Goodyear effort have raised nearly $400,000 in cash and product, which includes donating tires for the vehicles of military families.
Bonus benefit: Goodyear customers, including its retail stores, independent dealers and Discount Tire will provide free tire mounting services to troops and their families.
50 BACK – BREW OF THE BRAVE
Just because the Fourth of July is over doesn’t mean you’ve seen your last cookout this summer. Folks will be grilling, chilling and drinking right through Labor Day. That’s why you should checkout 50 Back – The Brew of the Brave.
When you buy this American lager, 50% of the proceeds go to five charities committed to supporting and enriching the lives of veterans and active service members and their families. Two of these organizations are the USO and Homes for Our Troops.
While 50 Back is currently only available at stores in Massachusetts, the brewers hope to soon bring this “taste of appreciation” to all 50 states.
Teetotalers should try my my other favorite beverage for a cause: Tevolution
TEAM USA – RAISE THE FLAG
Through the end of the week, for $12 you can buy a stitch to the flag our athletes will carry at the Olympics in London. To date, Team USA has sold over 25,000 stitches with Raise Our Flag.
The money will support meals, training, equipment and everything else our athletes need to win. Remember, America’s athletes get no government funding. They can only succeed with our help.
BAKING FOR GOOD – 4TH OF JULY COOKIES
Massachusetts-based Baking for Good is an online bakery that ships its cookies and baked goods all over the country. This summer you can order everything from Uncle Sam cookie hats to Independence Day gift boxes to seashell and ladybug cookies. Regardless of what you order, 15% of the net proceeds goes to charity – and you get to pick which one.