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.