Comments on: Why Can P&G Only Afford 10 Homes in New Orleans?

By: Vintage T-Shirts from Tide.com in Cause-Related effort « Francis Anderson

Vintage T-Shirts from Tide.com in Cause-Related effort « Francis Anderson — Tue, 18 Dec 2007 04:45:41 +0000

[...] After a bit of light googling I learn that the program is not without warts [...]

By: Katie Konrath

Katie Konrath — Mon, 18 Jun 2007 10:49:34 +0000

I agree with you that this sponsorship sounds a little strange. The partnership doesn’t really make sense–what is the connection between Tide and homes in New Orleans, and how do Tide t-shirts fit in there? And why are they offering an iPod as a reward to people for buying the t-shirt–obviously the cause of donation to New Orleans and the chance to buy a vintage-look t-shirt doesn’t sound like enough incentive. Also, I’m not buying the idea that people will feel better because their donations will be worth more if Tide doesn’t get enough participants since the same number of houses will still be donated.

If Tide really wants to make a difference, donating houses is a good idea. But I’m not sure it’s the best alignment with their brand and tactics. Why doesn’t they pursue a “clean-up” operation in downtown New Orleans that helps make everything look like “new”?

And the Tide iPod is fun, why don’t they do more with it than offering it as a prize for buying a t-shirt. They could offer it for sale and donate proceeds to New Orleans, or they could sponsor a run with it as a prize for fundraising (as the American Lung Association does with their bike ride).

There’s a lot more that Tide could do with the New Orleans concept than they’re currently doing.

By: imajoebob

imajoebob — Fri, 08 Jun 2007 14:00:37 +0000

These “participatory donations” are usually guaranteed by the corporation; i.e. P&G promises that all 10 homes will be built, no matter the participation of others. You feel good because your 20 bucks is now 30, or 40.

Perhaps the best known use of this technique is the membership challenge for your local NPR station, and the yogurt lid-breast cancer campaign. This type of arrangement adds a multiplier to the corporation’s (or individual’s) donation, and it increases awareness of the donee. And if you read the fine print in these ads, you’ll see the minimum amount pledged to the charity.

Consider this Tide scheme. Whether or not you choose to participate in their contest, they made you aware that there is still a monumental problem in New Orleans, which occurred nearly two years ago. Not only that, but it refreshed the meme that we need to help. And since you were affected by it – both positive and negative – you felt it important to list it here, spreading the meme to all your readers. And we’ll likely spread it too.

For the charity, corporation, donors, it’s a win-win-win.