• by Sarah Mahoney , June 3, 2013

While many brands use cause-related marketing, none do it as successfully as eBay, Walmart and McDonald’s, according to a new analysis from the Cause Marketing Forum.

Analyzing the results from leading companies and campaigns, CMF reports that eBay raised $54 million for more than 22,000 nonprofits last year, thanks to contributions from both buyers and sellers. Walmart came in second with its Miracle Balloons program, generating $41.6 million for Children’s Miracle Network Hospitals in just six weeks. And by placing coin boxes next to its registers, McDonald’s triggered $27 million in gifts for Ronald McDonald House.

For all of 2012, the group reports that 63 campaigns raised at least $1 million, totaling $358.4 million.

Overwhelmingly, children’s charities are the most popular causes, led by St. Jude Children’s Research Hospital, accounting for 47% of all money raised. Charities linked to specific illnesses or conditions came in second, generating donations of $26 million, or 21.2% of the total. (Among the largest beneficiaries: Breast cancer, autism, cystic fibrosis and muscular dystrophy.)

By channel, discounters had the most impact, with Walmart, JCPenney, Costco, Kmart and TJMaxx bringing in $72.6 million, or 20.3% of the total, followed by such online brands as eBay and Apple, which brought in 16.6%. Supermarkets were next, hauling in 14.5% in point-of-sale campaigns, or $52 million. Quick-serve restaurants generated the fourth-largest stream of donations, including such brands as Arby’s, Wendy’s and Yum.

The most popular tactics include selling paper icons, such as a sneaker or a ribbon cutout, for a set amount; coin boxes, rounding up from the purchase price, and donation requests.

The analysis also found that sometimes older is better. “Many of these campaigns have been around for years, creating brand affinity and campaign consistency for the nonprofit and the participating company,” the report says. Kmart, for instance, has been partnering with the March of Dimes since 1983, and this year, brought in $8 million.