In the limelight since he was 12, 23-year-old Jamail Larkins feels he should use his high profile for mankind’s betterment. Jamail has become increasingly interested in the need for organ donors, specifically among African Americans.

As an official ambassador for the Federal Aviation Administration, Larkins would like to eventually see an organ donor box printed on all pilots’ licenses, similar to those on a driver’s license. As a member of an African American family, he recognizes the need for awareness in his community (18 people die each day waiting for organs and 35 percent of patients awaiting kidney transplants are black). However, after countless phone calls and mailings to numerous non-profits for organ donation, Larkins passion for this cause has not yet found a home. He offers his help at no cost to a non-profit.

It seems that the red tape surrounding most non-profits is putting the squeeze on the charitable spirit they were originally created to embrace. Responses like “we have already allocated donations for 2007” or “we don’t have enough staff to facilitate your contribution” ring fear into the heart of do-gooders everywhere, while, at the same time, all organ donations seem to be languishing.

As pioneers in cause related marketing for the past 27 years, we have seen a marked change in not for profit organizations and attitudes. Jamail wants to help and perhaps you can help him help.

Public Relations Contact: Rosica Strategic Public Relations

Cause marketing or cause-related marketing is a public relations strategy that forges a strategic alliance between a for-profit company and a non-profit organization (or “cause”). A cause partnership is symbiotic: The non-profit organization benefits from heightened awareness, increased donations, and improved recognition and volunteerism, while the corporate partner improves customer loyalty, employee morale and retention and increases sales without sending too transparent a commercial message. A cause marketing program can also preempt or quell a crisis. With this strategy, a company incorporates a philanthropic agenda as part of its marketing strategy, garnering media attention and visibility through cause-related events, internal communications, merchandising, advertising, package design, online marketing, etc. While many U.S. citizens view cause marketing as a corporate responsibility, consumers reward brands and companies that embrace “giving back.”

Cause Marketing’s History and Examples:
“In today’s corporate culture, companies are not just encouraged but also expected to give back, to embrace a philosophy of corporate social responsibility,” cited cause marketing pioneer John Rosica. In 2000, the management of Parade Magazine, and several national charities that Rosica’s cause-marketing firm has aided through the years (including Literacy Volunteers of America, Habitat for Humanity, Boys & Girls Clubs, Juvenile Diabetes Research Foundation, and Birthing Project U.S.A.) recognized Rosica for his work in this field and proclaimed him to be the “father of cause marketing.” While Rosica has furthered awareness of the practice of cause-related marketing, corporate America has a long way to go as their donations, according to a July 10, 2006 Newsweek article, still only represent about five percent of all charitable giving. Seventy-seven percent of giving comes from individuals’ donations. The study was conducted by The Boston Foundation and Boston College’s Center on Wealth and Philanthropy.

In its cause marketing practice, Rosica has partnered countless corporations with non-profit entities. Some of these successful campaigns include Famous Amos Cookies with Literacy Volunteers of America, Mark Smith with the Seeing Eye Foundation, Revlon with Birthing Project U.S.A., Independent Jewelers with Cure Autism Now, as Rollerblade with a childhood obesity effort.

Cause-related Marketing Benefits All
Op-Ed by Chris Rosica featured in New Jersey Business

Cause-related marketing is the best type of public relations. It is where companies enhance their brands through their altruistic support of a non-profit organization that is addressing a problem, whether it’s in the local community or elsewhere in the world. In New Jersey, perhaps no other public relations firm does this better for its clients than Rosica Strategic Public Relations, Paramus. The 24-year-old agency is responsible for aligning cookie king Wally “Famous” Amos with Literacy Volunteers of America, more than 20 years ago. The combination has resulted in more people knowing about the problem of adult illiteracy in the country and Wally Amos’ own public television program where he teaches children how to read. In turn, Famous Amos has become a name without a single advertising dollar spent.

Nine in 10 Rosica clients are affiliated with a cause, according to Chris Rosica, president of the agency. The reason is the credibility and brand awareness that it generates. A recent Cone Group Survey reveals, for instance, that 70 percent of the population would rather do business with a company that is supporting a cause, with 60 percent saying they would pay more for the company’s product or service. “It also takes the commercial ‘sting’ out of the corporate message, unlike an advertisement,” says Rosica.

Rosica keeps tabs on a variety of non-profit causes and organizations though research. One bit of advice he offers small and mid-sized companies is “don’t get involved in a cause that is so big and well-known that your company gets lost in the message.” For even greater success, the client has to be passionate about the cause they are supporting. “That makes a big difference,” explains the president.

The client company becomes the mouthpiece for the cause, generating awareness. For the non-profit organization, the affiliation is free of charge. The media impressions usually generated by these endeavors is typically 10 times the impressions for the dollar when compared with advertising, “and this is all editorial space,” comments Rosica. “These are feature articles read by people who are caring and believing.”

Other cause-related partnerships Rosica Strategic Public Relations has brought together include: Weight Watchers of New Jersey with the Food Bank; African Pride Products with Birthing Project USA; and The Center for Plastic & Reconstructive Surgery with The Image Reborn support group for women who have undergone mastectomies.