Monday, January 11, 2016

Is 'Cause Marketing' becoming the 'Stray Dog of the Internet' - something you have to stop feeding for free? #MotivationMonday

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Photo Credit: Steam Driven Media
Blogging seems to be the only industry I have ever worked in where people assume it's OK NOT to pay at all for the services they require or suggest that a barter of product suffices as payment. Social Good and 'Cause Marketing' are beginning to feel like that stray dog that you are warned never to feed under any circumstances.

And this is coming from someone with a Print (remember Newspapers? 'The Blogs on paper" that melted on your fingers when you read them) background as - get this - a 'Human Interest Reporter'. I went on to Television News writing and then did a brief stint for several Magazines before joining the 'Digital Influencer' side of the journalistic house.

My blog began in 2009 (I was actually Ghost Writing for a few brand blogs before then), and the first week we launched a simple empowerment post with an affirmation it got on the radar of a well known celeb - one whose roots began in Music and has become pretty much an empire - he re-tweeted that post. Simple enough right?

That simple 're-tweet' got picked up by his fellow celebs and was re-tweeted so often they temporarily broke our server.

Very much a blessing. One I was NOT prepared for. I got bombarded with un-solicited press releases and requests to 'run giveaways' and post what amounted to 'advertorials', with no compensation for me because the info was just so 'valuable' and 'informative' that my readers would LOVE it they assured. I scoffed. I have a strong communications background, a degree in mass media communications and these emails were nothing similar to the ones I received when I was in print or television. Not at all similar. I hid and was 'PR Free' for the first year of our launch. Those were the most blissful 365 days of my blogging career.

Then along came a household brand who had pitched me the whole time, invited me to events and really wanted a way to be presented to the community I worked very hard to build. I knew full well I needed to be careful in how I partnered with brands. It's why I avoided it for so very long.

This brand was persistent, they make products I actually use in my home daily and spent a year really reading my posts - most likely because I refused to snatch the dangling carrots.

They finally presented a charitable initiative. A very worthy one.and asked directly how we could partner.

Alas, my 'Good Heart' became both a blessing - and to an extent - a downfall. I enjoyed partnering with the brand. I certainly enjoyed helping them help a worthy cause. Doing good fits well with an Empowerment Blog that is run by a Life/Career Coach.

But don't cue the music and don't ride off into the sunset. Yet.

It opened up a flood gate of  'do me a favor' emails. A ton of 'why did you it for them and now won't do it for me?' questions that I face to this day.

I now have to tell them what I tell brands that pitch me other things:

When underwear brands pitch me about creating content or running a free giveaway in exchange for their underwear, I ask their reps pointedly 'Do YOU get paid in UNDERWEAR'? and when they reply 'No, of course not' I reply 'Why should I?' - Most have no answer. One agency rep forwarded my email to his entire agency with the subject - 'Who does this little bitch think she is?' I was 'accidentally' copied. Within minutes I tweeted the agency's owner and let them know I could post our email exchange and show their reps exactly who 'this little bitch' is. Needless to say they didn't want that to happen and I will never partner with their atrocious agency.

Sadly I now have to tell folks who pitch me 'Cause Marketing' something similar - I can't quite pay my bills with my 'good heart'. I can't give every cause free advertising just because it's a good cause. And the hard part is I have a background in Human Interest and Empowerment. That will always be 'my beat/my thing' but that does NOT mean I am REQUIRED to do anything for free.

It's an even bigger pet peeve of mine, when the rep will look at my site and tell me since you haven't posted for a day I thought you were in need of 'content'. I live in New York City where there are thousands of trade shows, theatres, art, and multiple events DAILY - I also Life Coach, run a Social Media Consultancy and mostly blog during 'Graveyard Hours', I will never lack content and at any given time - I average 14K in un-read emails on a 'good day'.

These lessons in Blogging and Cause Marketing have prompted me to take on ONE major pro bono cause per year and devote myself specifically and entirely to that cause, which I can opt to change the following year so that more Not-For-Profits can have a voice that are scrambling to get heard over the Social Media noise out there. I was raised by a very philanthropy driven family, and was taught that giving of time is as valuable if not more so than giving money, but the problem is - there is only finite amounts of time that one can afford to give away.

That means I have to turn others down and I refuse to allow myself to feel guilty for doing so. This is a business, I have always treated it that way. If you approach me like I am a 'hobbyist' - you are doing us BOTH a huge dis-service.

Call To Action/Soundoff:

Bloggers how do YOU approach Cause Marketing on YOUR Blogs? Readers, how do you feel about Bloggers 'feeding the stray dog'? Is it like any other 'advertorial' to you or does it make you truly explore the cause a bit more?

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FTC Disclosure:  This is NOT a compensated/sponsored Post, All opinions are 100% my own! I am disclosing this in accordance with the Federal Trade Commission 16 CFR, Part 255 - Guides Concerning the use of endorsements and testimonials in advertising, you may check our Giveaway and Disclosure Page for additional information regarding Ascending Butterfly Disclosure.

48 comments:

  1. This is a great post and filled with passion that I do feel as a blogger. I get requests on the daily (which I am sure you do too) for free marketing. With bloggers who have social media reaches into the hundreds of thousands and millions that is a pretty good deal. It is hard for so many companies to understand there is often a fee attached. It can be frustrating.

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  2. I get hundreds of PR requests every day. If I don't gain anything fromore the request I just delete it. I'll only take the time to post the PR if I get compensated, will get social shares, or gain page views or back links. As bloggers we are running a business and our services shouldn't be free. Great post!

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    1. I delete quite a few too. What bugs me are the folks that constantly keep emailing me wanting to know if I am interested in their 'wonderful' offer.

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  3. This was an interesting read. My blog is still currently in the building phase, but I'm sure I'll need to employ things like this.

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  4. I feel you, believe me. Many of us are in the same boat.

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  5. I understand completely. When I started blogging I used to have a hard time saying no to stuff like the underwear campaign you had mentioned. Now I know better :)

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  6. This is so insightful. That is a very frustrating issue especially when so much time and energy is devoted to creating such an incredible blog.

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  7. It can be so frustrating to deal with some agencies!! I can't believe the one did that to you and copied you on it as well. The cause marketing I have gotten a couple of those ones over the summer. Great responses for them.

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  8. As a blogger who wants to get paid for writing.. I find it irritating that other bloggers are just find doing it for free.. When there are people doing it for free, it makes it hard for those of us who rely on that income!

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  9. This is a great post. Blogging is a business for a lot of people and wish more companies realized that.

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  10. My normal reply is "I will be happy to discuss rates". Bloggers that feed these trolls are setting a bad precedent, and they're making it hard for those of us that value our time. Would that PR rep responded to you that way if other bloggers hadn't already set that precedent? probably not.

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  11. I do a bit of cause marketing, but only for causes that I am VERY passionate about. For example, I really care about animal welfare so I do charity posts for that cause occasionally.

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  12. Even charitable organizations pay their employees, so it stands to reason we would get paid for helping them in their efforts too. As far as when bloggers do things for free, that I try not to stand in judgment over. It's totally personal to each blogger what they will/won't do for free or for payment. I guess I've stopped worrying about that.

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  13. I used to take everything on because I didn't know any better. Now I know to be a lot more picky and I only blog things that I love.

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  14. You wrote a fascinating and thought-provoking piece on cause marketing. Thank you for that! I also get email solicitations to write about brands. Honestly, if it is a product I use or interested in using I do not mind counter-emailing a blogging collaboration. Do I do it for free? Sometimes I do for small businesses that have fantastic products.

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  15. I think it should be done in balance. Cause marketing is still a great way to create more following.

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  16. This is a hot topic in blogging and I think our industry is so new there really aren't established norms. Everyone has to do what they are comfortable with. I think taking on 1 charitable cause a year is great; and being ok sticking to your guns. You've built your brand and you do not owe anyone free advertising leveraging all of your hard work at no fee.

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  17. I will do some cause marketing for free if it is something that I feel so strongly about that I'd likely write about it anyway. Other than that I would like to be paid for the sponsored post.

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  18. I am not really familiar with cause marketing but basing from your example, I get that a lot. I have a few rules when it comes to that, if the products is something that I use and give me a big savings on my budget, I'll do it.

    As for advocacy related contents, I usually say no unless it is very close to my heart.

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  19. It's so important to know your worth. It's a tough balance to maintain though because some causes are worth it to me to blog about for free.

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  20. This has been happening to me a lot lately and some are major companies. They expect so much for so little and it is hard to turn them down because they are so big, but I know if I do them a favor and post something once for free they will keep coming back and spread the word. Once a company did not send me what they were going to send me and I said I am sorry there is no way I can feature you with this sample all I can really do is an instagram post and that was doing them a favor.

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  21. Very nice post! I've been receiving too many PR release emails lately.. I am just not interested.

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  22. Such a interesting topic, i am new for blogging and blogging was a big business for me,

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  23. OMG !! what a simply great Post and to the point . It should be read and taken to heart.

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  24. I am with you totally. It is tempting to accept offers from major companies but we have to discern when enough is enough. I usually accept some cause marketing, but it is a very well thought of decision.

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  25. We're replenishing after losing everything, so I do a lot of product pays (pay for product, whatever you want to call it). It's nice for the purpose, but the blog's been stripped of a voice/personal attachment. I recognize it. I'm not sure if I'll try to fix it eventually or let the blog die out. I'm thinking. :)

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  26. As a reader I think feeding the stray is only good when it is for a great cause. The bloggers are right by saying it is a business. People only work for free when they really believe in something.

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  27. I don't even entertain offers even if it comes from a big company if I have to invest my time into it and they don't want to give me anything. I don't work for free now.

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  28. I get a lot of requests for free content marketing and I respectfully send them to the trash. As tempting as some of them are, I work hard from my little desk in Georgia and free aint me.

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  29. This is a great read!! I get a ton of offers daily from PR companies to work with me and my blog but if it doesn't fit my blog then I see no use in promotion git. They key is to stay authentic.

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  30. I completely agree with you! It took me years to say no, I need to get paid too. They are getting paid and we need to get paid too. I'm not doing this for fun anymore!

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  31. I am trying to find the right way to monetize my blog where I won't lose the integrity of my content. This is something I really need to think about.

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  32. This is a very interesting read. I've been blogging for about 5-6 years now and I have learned a lot. It's very important to know about the worth of your blog. I've often seen some charge way less than what they should be. We all are worth so much more!

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  33. I have a ton of PR requests, too. Some people just don't realize how much time and effort we spend for our blogs.

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  34. I consider our blog as business as well. And we've actually received emails such as that. But well...thanks, but no thanks.

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  35. I have posted stuff for free and posted stuff for big money. My decision was based on how things were going for me at that moment, who was asking, and what else may have been in it for me as a blogger.

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  36. This is a topic that needs to be addressed by more folks. I get unsolicited emails daily regarding 'free products' in exchange for product placement on my sites. Once in a blue moon, if its a product I use and adore, I will accept it because I want to build brand management with that particular company. But, I am finding a lot of PR reps just dont understand the time that goes into one blog post. I should get paid for my hours of work just like they do.

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  37. I guess this is definitely a subject that requires thoughts on relationships that have been built. It also requires a blogger to take a look at him/herself to find out what they are willing to do and not do.

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  38. I get a ton of emails to write stuff or review products I don't even care about. I get a few to guest write on my blog.

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  39. I've had plenty of requests to do free work for companies. I've had to explain that I do quality work and that takes a significant amount of time and this is my job.

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  40. OMG sometimes I can't stand being asked to post something for a company yet receive either nothing in return, or a product that is well under my minimum of exchange standards. I feel like sometimes these companies think we sit around and do nothing.

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  41. I totally understand, believe me. Many of us are in the same boat. They think we should just share their info and our work has no value.

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  42. Omg I can't believe they called you a bitch and accidently sent the copy to you. How numb of them. Great post!

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  43. Great post! True enough, exposure (and all those working for free thing) won't pay the bills. It helps to put value on the services we do. Also, it's imperative t only partner with brands relevant to our blog and audience.

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  44. I have learnt to be picky with what I share on my blog after looking at my stats. It is really hard to do free posts nowdays because so much goes into a post and being a mom, time is difficult.

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  45. What a great post. Cannot agree more, especially when I am the only one with income right now.

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  46. I can not agree more. I've gotten so many PR emails, mostly asking to share press release but sorry, I don't have time for it

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  47. This is a great topic to discuss and debate on for both bloggers and agencies. I have been approached by some companies too about their advocacy or causes but I refused some of them simply because there's a conflict of interest. It was very clear. I do not promote the ones that are clearly using "good cause" to drive sales to their company. I promote those that are very evidently after helping certain people or the community.

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