May 4, 2007 | Read Time: 1 minute
Microsoft’s new campaign to attract people to its instant-messaging service by promising to contribute money to charity every time a person signs up is gaining mixed reviews.
Paul Jones, a consultant who specializes in cause marketing, says the arrangement is a clear financial win for the nine organizations to which Microsoft will direct donations. Each is guaranteed a minimum of $100,000 in its first year, and customers choose which of the nine organizations they want to benefit.
The arrangement also connects because it exposes those between the ages of 18 and 27 — the generation that is most likely to use instant messaging — to charitable giving, Mr. Jones writes on his blog, Cause-Related Marketing.
Mr. Jones does, however, have two reservations with the arrangement.
The first is the list of charities that are taking part — a “fusty” list that includes the American Red Cross, UNICEF, and Susan G. Komen for the Cure.
Mr. Jones says the list should include more charities that appeal to the social concerns of younger adults.
“I’m not saying they’re unworthy of the program’s support (or your support or mine, for that matter). Only that these causes are most likely to appeal to an older generation,” he writes. “But maybe Microsoft is just hedging its bets that older people will sign up, too.”
Mr. Jones also suggests that Microsoft allow customers to earmark their donations to more than one charity.
(Read more about the effort in The Chronicle’s article about the announcement of the promotion.)
Will Microsoft’s new marketing effort reach its goal? Does it help promote giving among younger adults? Click on the comments link just below this posting to share your thoughts.
