Tevolution Brews Funds for Causes
I love two things: cause marketing - a partnership between a nonprofit and for-profit for mutual profit - and iced tea. So it’s no surprise that I boiled over for Tēvolution, a new brand of iced tea from Purpose Beverages, Inc., launching right now in in Washington, DC and Los Angeles.
This is purpose-driven entrepreneurship as Tēvolution was created specifically with causes in mind. But their model is also a great example of cause marketing that uses text messaging – SMS – to direct donations and engage consumers.
The company has initially partnered with four nonprofits and contributes 25 cents from every bottle sold to one of these causes.
Those of you who read my post on SMS last week know that I have a renewed interest in SMS because of its ease of use and widespread adoption. In short, just about everyone knows how to text. But not everyone understands QR codes, location-based services and apps.
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Joe Waters blogs on cause marketing at Selfishgiving.com. He is the co-author of Cause Marketing for Dummies (July, 2011).