Fifth Third, the Cincinnati regional bank, has a terrific cause-marketing effort benefiting Stand Up 2 Cancer that runs through March 31 called “Pay to the Order of.” With apologies to Yogi Berra, I’ve found that you can get a lot of questions answered by asking them. In the spirit of the numbers five and three, here are eight questions I put to Fifth Third’s Meaghan Madges about the campaign, and her team’s edited responses.
Q: How did the campaign develop?
A: Fifth Third began working with SU2C in 2013 when the Bank launched the Fifth Third SU2C credit and debit cards, which direct donations to SU2C for every qualifying purchase made using those cards. Fifth Third contributed more than $534,000 to SU2C in 2013. After the success of the SU2C credit and debit cards, the bank was looking for new ways to work together that was meaningful for SU2C, Fifth Third, and consumers.
Q: How did Fifth Third pick SU2C as its partner?
A: MasterCard introduced Stand Up To Cancer to Fifth Third. Stand Up To Cancer and MasterCard have been working together for quite some time, and the two organizations were looking for a bank to provide affiliated credit and debit cards for Stand Up To Cancer. Fifth Third Bank was suggested by MasterCard. The bank and SU2C held many meetings and conversations to ensure the collaboration was the right fit for both organizations, and things have continued to move forward ever since.
Q: What's the story behind the name "Pay to the Order of?”
A: Every year cancer kills more than 500,000 Americans and almost eight million people worldwide. Our relationship with Stand Up To Cancer made us ask the question, “What if opening a new checking account could help fund the fight against cancer?” Since nearly everyone has been impacted by this disease either personally, or through someone they love, the act of opening a checking account is now a means through which consumers can support a great cause. The campaign name is a play on the standard “Pay to the order of” line printed on checks. It redefines the meaning, allowing new customers to “pay to the order of” or honor someone they know impacted by cancer.
Q: Why use both a cash incentive to depositors along with the donation to SU2C?
A: We find that consumers are more motivated to act with the inclusion of a personal incentive. With that said, we have had new customers eligible for the bonus offer request that their portion also be donated to Stand Up To Cancer.
Q: What are Fifth Third's goals for the campaign?
A: Through this campaign, Fifth Third hopes to reach consumers – whether they are looking for a new bank or not – with a compelling message and a way to get involved in the fight against cancer.
Q: How will Fifth Third measure the campaign's success?
A: The campaign’s success will be measured by the amount of money Fifth Third can contribute to Stand Up To Cancer, with the hope to surpass our 2013 donation of $534,000. In addition, success will be measured by the number of new checking account openings. Contributions are made in two ways: 1) For each new customer who opens a checking account with direct deposit and makes three online bill payments, Fifth Third will give $150 to the customer and donate $150 to Stand Up To Cancer (SU2C); 2) Fifth Third will donate $1 to Stand Up To Cancer for each eligible use of the hashtag #PayToTheOrderOf on Twitter, Facebook, Instagram, or Vine.
Q: What training did customer-facing employees get?
A: All customer-facing employees including tellers received detailed information about the campaign including tip sheets and previews of advertising and other campaign elements. Part of the campaign also includes internal communication to the entire Fifth Third Bank employee base to make sure they are fully aware, excited and engaged.
Q: How is Fifth Third activating the campaign?
A: The campaign spans radio, in-branch, online, out-of-home and social media as well as TV, including two commercials: “Replacements” and “Checkbook.” “Replacements” tells the story of a seemingly mischievous grade-schooler-turned-champion looking for a cure for his school friend, while “Checkbook” outlines the true story of one woman’s, Cassie, struggle with cancer.