Cause marketing

NRA and Mental Health

The National Rifle Association and cause marketing may not seem like a match. But what if the NRA took on a cause marketing campaign to push for improved funding for community mental health programs?

Strange bedfellows often make the best coalitions and this one seems like a natural. Since the NRA won't support virtually any restrictions on gun ownership, maybe it should concentrate on at least one cross-section of Americans who can do great harm with firearms.

Not only mentally ill people morph into serial killers. But beyond question, community mental health programs have come up short in handling a population that once might have been confined in a state hospital, but now is left to fend for themselves, often homeless and living in the streets. 

There have been valiant efforts, especially by local governments and effective nonprofits, to patch up a system that never was really stitched together to provide housing, medication management and access to jobs. The big problem is a lack of money and manpower to handle the challenge of treating mental illness, not just reacting to symptoms such as substance abuse and erratic behavior.

There isn't even enough money for programs such as one in place in California that is tasked with confiscating guns from persons with known mental illnesses. While the NRA reportedly hasn't opposed the program, it apparently has lobbied against adequate funding.

So why not put all that in the past, turn over a new leaf and come out as the loudest, most emphatic supporter for effective community mental health treatment, including programs that take away their access to firearms, which can result in the deaths of others and themselves? This seems like a perfect way for NRA to earn wider respect, champion a group of people who are overlooked or ignored and address at least one major stumbling block to prevent mass killings.

Collaborative Problem-Solving with Credibility

Some companies are turning to nonprofit partners to solve problems collaboratively, with built-in credibility.Cause marketing has evolved for some companies into collaborative partnerships that provide shared value for the participating corporation and charity.

Mary MacDonald of EarthShare, a federation of nonprofits involved with environmental issues, says many corporations are looking to collaborative partnerships to solve problems, not just donate money.

In a blog post on, MacDonald cites the example of The Nature Conservancy and Coca-Cola collaborating on ways to reduce water usage and conserve watersheds around the world.

"Water scarcity is a growing problem," MacDonald writes, "and water is the primary ingredient in every can of soda Coca-Cola produces."

The collaboration involves The Nature Conservancy quantifying the water consumed by Coca-Cola bottling operations, then offsetting it with watershed conservation projects the company sponsors worldwide. Coca-Cole reports it will hit the 42 percent mark by 2013, including preservation of a 1.7-million acre wetland in Vietnam.