Cause Marketing for Running Evolution

Initially, the first thing that came to mind for Running Evolution to pair up with for cause marketing was a non-profit organization related to cancer or cancer research. A lot of races (5K,s half marathons) are tied to a cause with most of them being cancer.

However, to stand out from all the other running organizations (races) that pair up with cancer research organizations, Running Evolution should pick something different to partner with for cause marketing. With the increase of obesity in America, Running Evolution should partner with an organization focused on increasing fitness awareness and the overall health of people in the US, similar to the NFL Play60 campaign (http://www.nflrush.com/play60)

Some potential local organizations are:
The Austin Foundation which provides free fitness and nutrition eduction to youth ages 5-15 in the Seattle/King County area. (http://www.youthandfitness.org/index.php)
Rainier Health and Fitness is a non-profit health organization focused on making exercise fun and affordable. (http://www.rainierhealth.com/mission#!__mission)

This is a good match because according to the article we just read (http://nonprofit.about.com/b/2010/09/16/cause-marketing-speaks-loudest-to-moms-and-millennials.htm), cause marketing is most effective with moms and millenials. There's also research that supports that if moms have a healthy lifestyle, their children have healthier lifestyles. If Running Evolution and their non-profit company of choice can reach mom's through word of mouth marketing, the moms may learn more about fitness and health which they can pass onto their children. The earlier children learn about fitness, the healthier their future will be. The same will be true for millenials because they will be having children over the next 5-15 years and they will want to teach their children healthy habits.

The social media marketing benefits of a partnership between Running Evolution and a fitness non-profit company are that each organization in this partnership could feature information about the other organization on their respective social media websites. Running Evolution could sponsor certain classes or seminars for the fitness non-profit company. They could lend their expertise to accomplish the non-profit organization's goals. By teaching those classes and seminars, they are exposing more people to the Running Evolution company and the services it offers. People who take the classes and seminars through the non-profit org will tell their friends about the company or tweet about it or post on Facebook about it. Both organizations would benefit from this partnership.