It looks like 2010 will be a banner year for cause-related marketing campaigns. Corporate cause sponsorship is expected to expand by 6.1% this year, according to the IEG Sponsorship Report. That’s 44% faster growth than the overall sponsorship spending of 3.4%.
Beverage powerhouse Pepsi is leading the charge with their Refresh Project which was recently launched and has already generated an impressive amount of buzz. Last week, the Milk Processor Education Program — the people behind the milk mustache — joined forces with Feeding America on the Great Gallon Give. The program will give away 3 million servings of milk through food banks and raise $100,000 for FA through a Facebook promotion.
Procter & Gamble’s CoverGirl brand has announced it is donating $500,000 to Children’s Safe Drinking Water through the new Clean Makeup Clean Water campaign. In addition to publicizing the program via paid advertising, CoverGirl is offering to make an additional donation when consumers post a video on giving back.
I’m really excited to see how other corporations will up the ante, especially in the wake of the earthquake in Haiti. Stay tuned…