Thousands of programs designed to do well by doing good have been launched by businesses and nonprofits over the last 30 years. Many have been short-term and pedestrian, while others have been inspiring and impactful.
As we enter a new decade, I’ve tried to identify the most influential cause marketing campaigns. My hope is to educate and be educated by inspiring a dialogue on the most outstanding work in this field.
1. American Express Statue of Liberty Restoration (1983): During a three-month period, American Express offered to contribute 1 cent for each card transaction and $1 for each new card issued and backed the offer with a substantial media campaign. The effort raised $1.7 million to restore the statue and Ellis Island, moved the needle for Amex’s business and gave birth to the field of cause marketing.
