Kinsmen Telemiracle Foundation
 
 

Cause Related Marketing

Driving business with a charitable tie-in, best sums up cause-related marketing, as does doing well by doing well. The 1999 Cone/Roper Trends Report found that consumers want to do business with companies that give back to their communities.

Examples of cause-related marketing programs are:

  • Donating a specific amount for each unit purchase of a consumer packaged product;
  • After-purchase redemption on package collectables (labels, UPC codes, tabs, etc.);
  • “Giving Back Packs,” or multi-brand sample packs with a donation element.

Among the benefits of good cause-related marketing programs are increased sales (of a specific product or event product line) and employee and supplier involvement.

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