Cause Marketing in the Real World: Share Our Strength

By Joe Waters, Joanna MacDonald

Bill Shore’s anti-hunger organization Share Our Strength has had a large number of fans since the publications of Bill’s first book, Revolution of the Heart (Diane Publishing).

Share Our Strength has always been a leader in cause marketing. Its program with American Express, which replicated the first donation for purchase program for the Statue of Liberty in 1983, has raised $30 million since 1992.

In addition to working with large companies like American Express, Timberland, and Walmart, Share Our Strength has worked with restaurant chains like Capital Grille, which has 40 locations. In 2007 and 2008, this high-end steak house chain sold a signature martini adorned with a White Topaz and Diamond Caviar Rope Bracelet from acclaimed designer Steven Lagos for $1,000 each! The promotion raised more than $200,000.

But what really makes Share Our Strength special from a cause marketing perspective is all the standalone restaurants it engages with its programs. Many of the 4,000 restaurants that participate in their Dine Out No Kid Hungry program are independently operated. That’s an impressive feat for a national nonprofit based in the nation’s capital.

At every level, Share Our Strength is a winner — a winner to watch.

Limited edition bracelet, created exclusively for The Capital Grille
This limited edition bracelet, created exclusively for The Capital Grille, sold with a special martini for $1,000 with 100 percent of the profits going to Share Our Strength.