OK…so after all the hype about Starbucks joining the (RED) campaign and the ad on Facebook getting people to sign up to go in after 7:00 am to get a drink in honor of World AIDS Day, I was underwhelmed.  I did go get my morning coffee at 7:00 am today for World AIDS Day, as I had RSVPd yes on Facebook for that.  I ordered one of the new Gingersnap Lattes which confused the baristas as that is not my usual drink.  They seemed totally confused when I said I was doing it in honor of World AIDS Day…The (RED) logo and signage was up but I expected more promotion/awareness raising by them.  Oh well…a missed opportunity in my opinion.

Perhaps another time, Starbucks could be sure to distribute a one pager that baristas need to read when they clock in for the day…and have them add something to their usual welcome for the day.  Maybe they could say Welcome to Starbucks…on World AIDS Day.  And let folks know that the three special drinks give back.  Or if someone like me buys one unprompted…take the 2 seconds extra for saying thanks – your purchase supports (RED) and AIDS in Africa.  I am a fanatic about following promotions like this – many others don’t take the time to track things as closely as I do – but they still care and would like to know.

So if your company is doing a cause marketing campaign, make sure you think through all the little details to make sure you get as much mileage (including sales!!) as possible from your efforts…including having salespeople let customers know.  It does not have to be a hard sell by any means but information – especially for the conscious consumer – is always great!  Give people the opportunity to like your company “even more” for your good works than they did before.  If they don’t know, they can’t, right?

On my morning dog walk with Kiwi to Starbucks, I noticed an article on their community bulletin board with a photo of Howard Schultz and Bono announcing that Starbucks is joining the Product(RED) effort to combat HIV/AIDS in Africa.  It made clear that this involvement is about commerce not charity which I liked!  I hadn’t heard about this new partnertship yet…so when I got home, I went to the Starbucks website to see what I could find out.

The October 29, 2008 Starbucks press release says, “Starting on November 27, 2008 and continuing through January 2, 2009,  Starbucks will contribute five cents from the sale of any (STARBUCKS)RED EXCLUSIVE beverage* at all company-owned and licensed stores in the United States and Canada to the Global Fund to invest in AIDS programs in Africa.   Once (STARBUCKS)RED EXCLUSIVE Holiday beverages leave stores, the company will offer its customers the opportunity to make (RED) choices in their purchases every day.”

“(RED)’s primary objective is to engage the private sector in raising awareness and funds for the Global Fund, to help eliminate AIDS in Africa. Companies whose products take on the (PRODUCT)RED mark contribute a significant percentage of the sales or portion of the profits from that product to the Global Fund to finance AIDS programs in Africa, with an emphasis on the health of women and children. Current partners are: American Express (U.K. only), Apple, Converse, Gap, Emporio Armani, Hallmark, Dell, Windows and Starbucks.  Since its launch in the Spring of 2006, more than $112 million has been generated by (RED) for the Global Fund. (RED) money is at work in Swaziland, Rwanda, Ghana and Lesotho. For more information, visit www.joinred.com.”

(RED) has been controversial because people wonder about the level of contribution versus the amount spent promoting it.  However, (RED) is a commerce-based way to support a cause which means it needs to make business sense and be win-win.  Frankly, generating $112 million in 2 years for the Global Fund is only great news!!  What other marketing resources the companies spend to promote their (RED) products and their involvement they would be spending anyway.  At least these companies have all stepped up to be part of a movement that is looking for solutions to a serious issue of our times.

Last week I noticed a chalkboard sign in the Starbucks at REI in Denver announcing that on Earth Day April 22nd, Starbucks was going to donate five cents for each gift card sold that day to Conservation International to support its environmental programming.  I made sure to buy my next card that day.

The Conservation International home page lists their partnership with Starbucks to plant trees in the coffee growing region of Chiapas, Mexico.  After clicking on “Learn More”, I found out the following.  “To ensure that the principles of Earth Day last all year long – Starbucks and CI  are joining together with your help to plant trees in the coffee-growing communities of Chiapas, Mexico. This effort will contribute to the protection and restoration of forests, preserve rich biodiversity, and address the critical issue of climate change.”

The website also allowed visitors to: “DONATE NOW: You can support this program with a donation right now. $10 means 10 trees for the Chiapas community.”

The webpage also provided educational information, “Did you know that more than 20% of all carbon dioxide emissions come from the burning and clearing of forests? That’s more than from all of the world’s cars, trucks, SUVs, and trains combined. Starbucks investment in and support for local coffee growers and the communities that help keep forests intact will help ensure that every cup of coffee they brew produces tangible benefits for both local and global communities.”

On my morning dog walk to Starbucks, I noticed two signs in stands – one at the register where I ordered and another where the coffee condiments are – promoting World Water Day on March 22.  Starbucks now owns and sells ETHOS Water so highlighting a water-related event make sense to me as it is in alignment with one of the corporate philanthropy focus areas.

I went on the site from the signs when I got home, http://www.worldwaterday.net.  Didn’t see any mention of Starbucks just the event itself which I actually liked.  I learned that “World Water Day is an international day of observance and action to draw attention to the plight of the more than 1 billion people world wide that lack access to clean, safe drinking water. Celebrated since 1993, World Water Day was designated in 1992 when the United Nations (UN) General Assembly passed a resolution. With each passing year, the observance has grown larger and stronger.

In many ways though, World Water Day is still a relatively unknown event. Even with the support of the UN and efforts by leading non-governmental organizations (NGOs) and committed individuals, World Water Day is today at a similar stage as Earth Day was in the early 1970’s – important but relatively unknown.”

The website goes on to move us readers to action.  “You can help. Sign up to participate in a live event, and / or the Virtual Walk for Water – a strong, symbolic act to demonstrate your support for Action on the world water crisis. We hope you’ll help spread the word and take a moment to lend your voice to this important issue. Join us. Get involved today.”

The Walk for Water “is inspired by the example of women in water stressed countries who often walk 6 miles each day just to get water for their family.”  Since there is no live event scheduled for Denver, I joined the virtual walk on March 22nd and learned that my name will be carried in a jug at one of the walks symbolizing my commitment to World Water Day — I even got a pdf ticket to print out!  Once I signed up I was able to set up a personalized Advocate Page online to use to leverage getting my friends and colleagues involved.

I next went to Starbucks home page  and saw a block ad for World Water Day with the logo and a link to the May 13th Press Release about Starbucks support for water projects. ”Starbucks Foundation Awards US$2 Million from the Ethos Water Fund to Help Improve the Lives of People in Water-Stressed African Communities  Ethos Water Launches World Water Day Activities to Build Awareness for the World Water Crisis.  Starbucks Coffee Company (NASDAQ: SBUX) today announced the Starbucks Foundation is making two new grant commitments to help support water, sanitation and hygiene education programs in water-stressed African communities. Over a three-year period, CARE and Project Concern International will each receive US$1 million from the foundation’s Ethos Water Fund. Collectively, the organizations’ efforts are expected to benefit an estimated 54,000 people who currently lack access to clean water and sanitation services.”

Having done international development work myself, I understand how critical the issue water is, especially in developing countries.  I like that Starbucks has picked this as a focus area for their philanthropy and are using multiple strategies to make a difference.  Since coffee is brewed with water and they already support international development projects, it is a very good choice for them.

Why don’t you and/or your employees go to World Water Day and at least sign up participate in the virtual walk to support clean water in developing countries.  The site also allows you to donate dollars, as well.  The timeline for this year is short, but you could have employees set up advocate pages and see who can use their networks to drum up the most participation – perhaps giving a small prize to the winner.