Kaeding Kicks for Kids

Posted by Krista Rogers

For the second time, the San Diego Chargers are teaming up with The Ronald McDonald House to help raise funds for the non-profit organization that provides on-site housing for families with hospitalized children. Ronald McDonald Houses around the U.S. offer families a way to stay together, in proximity to the treatment hospital, and be comfortable and cared for during their stay.

Two of the Chargers kickers – Pro Bowl place kicker Nate Kaeding and one of the NFL’s top punters, Mike Scifres – have joined forces in a cause marketing campaign called SD Kicks for Kids that exemplifies all that a successful cause marketing campaign should entail.

The basic premise of the campaign is to have donors pledge a certain amount of money per kick for each of Nate’s field goals and Mike’s punts inside the 20 yard line. For example, if you pledge $10 per field goal and Nate kicks 20 field goals this season, you will have pledged $200 at the end of the season. In addition, donors will receive other perks from their giving, including being entered in a raffle to win a pizza party with Nate and 20 of your friends at the end of the season. Immediate rewards for giving

While the Ronald McDonald House may not have a direct correlation to the football team, the two joining forces together is original, creates a sense of community, brings people who may not normally follow the Chargers to pay attention to the games, and connects football fans with a cause they may not previously been aware of.

Cause marketing campaigns are a great way to create positive buzz about your company and create support for the non-profit organization; it truly is a win-win situation. Gable PR encourages its clients to participate in cause marketing campaigns to give back something to the community that’s been good to you. Here are a few tips to consider when engaging in a cause related marketing campaign.

1. Be original: Although contributing to The Ronald McDonald House isn’t groundbreaking, tying the success of the Charger’s kickers with donations is innovative and ties the pledge to something that’s both fun and easily measurable. The more novel your strategy, the more interested the media will be in covering your efforts.

2. Pick a cause that is significant to your brand or your target audience. In this example, the Chargers are reaching out to the local community and Charger fans.

3. Get the word out! Let people know what you are doing and take initiative in creating buzz around your campaign. Spread the word through public relations, public service announcements on television and radio, scoreboard mentions, email blasts, billboards and cost-free communication networks such as Twitter, Facebook and YouTube.

4. Reward giving: While just donating may be rewarding enough for some people, instant perks such as receiving an exclusive membership into “Nate’s Locker” after every game (an e-newsletter with get an email update from Nate sharing his take on the game) and an official Kicks for Kids magnet reminds people that you recognize their donations. Reminders of the donations and a quick thank you will go a long way toward enhancing the relationship.

5. Set Goals: Set realistic goals and share with the community when you have reached them. Having a tangible goal and seeing it achieved will make the people contributing feel good about their donations and your organization. Be specific about how the money is going to be used. SD Kicks for Kids has a FAQ page that answers all of those questions. It’s best to be conservative in setting your goals so you can announce early victory!

5. Celebrate: Let the world know when you have achieved your milestones and say thank you to the people that have made contributions. In some cases, it may be appropriate to hold a media event to hand over the check for the money raised directly to representatives of the cause (how about Kaeding and Scifres in uniform handing a check to the Ronald McDonald character at the 50 yard line during half time of a nationally televised game?). With creativity, a company can generate positive media attention and continue the push to make more people aware of the cause.