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Cause marketing or cause-related marketing refers to a type of marketing often involving the cooperative efforts of a "for profit" business and a non-profit organization for mutual benefit although many non-profits do all the work in-house. The term is sometimes also used to refer to the marketing efforts of social and other charitable causes generally. Cause marketing differs from corporate giving (philanthropy) as the latter generally involves a specific donation that is tax deductible, while cause marketing is a marketing relationship generally not based on a donation. Wikibooks has more about this subject: Marketing Look up marketing in Wiktionary, the free dictionary. ...
A non-profit organization (abbreviated NPO, or non-profit or not-for-profit) is an organization whose primary objective is to support an issue or matter of private interest or public concern for non-commercial purposes, without concern for monetary profit. ...
Philanthropy is the act of donating money, goods, time, or effort to support a charitable cause, usually over an extended period of time and in regard to a defined objective. ...
A tax deduction or a tax-deductible expense, is an item which is subtracted from gross income in order to arrive at the taxable income. ...
History The creation of the term "cause-related marketing" is attributed to American Express, and it was coined to describe efforts to support locally based charitable causes in a way that also promoted business. The term was then used to describe the marketing campaign led by American Express in 1983 for the Statue of Liberty Restoration project.[1] The terms "cause-related marketing" and "cause marketing" continued to grow in usage since that time. In more recent years the term has come to describe a wider variety of marketing initiatives based on the cooperative efforts of business and charitable causes. American Express (NYSE: AXP), sometimes known as Amex, is a diversified global financial services company, headquartered in New York City. ...
Liberty Enlightening the World (French: La liberté éclairant le monde), known more commonly as the Statue of Liberty (Statue de la Liberté), is a colossal statue given to the United States by France in 1886, standing at Liberty Island, in the mouth of the Hudson River in New York Harbor...
Background According to a report published by onPhilanthropy[2], cause marketing sponsorship by American businesses is rising at a dramatic rate. Citing an IEG, Inc. study, $1.11 billion was spent in 2005, an estimated $1.34 billion will be spent in 2006, and the number is expected to rise further in 2007. Sponsorship vehicles during WTA championships in Madrid For other uses, see Sponsor (disambiguation). ...
Cause-related marketing is a powerful marketing tool that business and nonprofit organizations are increasingly leveraging. According to the Cone Millennial Cause Study in 2006[3], 89% of Americans (aged 13 to 25) would switch from one brand to another brand of a comparable product (and price) if the latter brand was associated with "good cause". The same study also indicated that a significant percentage surveyed would prefer to work for a company that was considered socially responsible. This can be linked to the increase in workplace giving programs. Earlier studies by Cone indicate an upward trend in the number of Americans who associate their own buying habits with cause marketing as well as an expectation that companies to be "good corporate citizens"[4]. These studies also show a substantial increase from just before to just after the September 11, 2001 attacks. A brand is a customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme. ...
Social responsibility is a doctrine that claims that an entity whether it is state, government, corporation, organization or individual has a responsibility to society. ...
A sequential look at United Flight 175 crashing into the south tower of the World Trade Center The September 11, 2001 attacks (often referred to as 9/11—pronounced nine eleven or nine one one) consisted of a series of coordinated terrorist[1] suicide attacks upon the United States, predominantly...
Numerous other studies[5] have also been conducted to show that cause-related marketing has helped to increase a company's profits. For example, in the cause marketing campaign by American Express (to which the term "cause marketing" is attributed), the company saw a 17% increase in new users and a 28% increase in card usage.
Benefits The possible benefits of cause marketing for nonprofit organizations include an increased ability to promote the nonprofit organization's cause via the greater financial resources of a business, and an increased ability to reach possible supporters through a company's customer base. The possible benefits of cause marketing for business include positive public relations, improved customer relations, and additional marketing opportunities. Public relations (PR): Building sustainable relations with all publics in order to create a postive brand image. ...
This article or section does not cite any references or sources. ...
Online Cause Marketing
Overview Although originally a marketing strategy that occurred offline, cause marketing has been conducted more and more through online channels in the last decade. This is due in part to the increasing percentage of households with internet connections. As with other types of marketing campaigns, companies can leverage online marketing channels along with other offline channels such as print and media. (Sometimes referred to as integrated marketing). Integrated Marketing Communications // The American Marketing Association suggests that integrated marketing communications (IMC) is “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time. ...
Online Charity Auctions In recent years, online auctions have been used in cause marketing strategies using a number of different online auction platforms. eBay provides a dedicated charity program, eBay Giving Works, that allows online auction sellers to donate a percentage of their sales to a nonprofit orgranization. Businesses and nonprofit organizations can also use the program for cause marketing and nonprofit fundraising programs. This and other online auction platforms like, cMarkets, have been used to conduct a wide range of cause marketing campaigns, like the auctioning of the celebrity-autographed Harley by Jay Leno in 2005 or the chance to be the 18th man on the BMW - Oracle race boat as it competes for America's Cup in 2007. [6][7] [8] eBay is one of the most widely known online auction websites The online auction business model is one in which participants bid for products and services over the Internet. ...
eBay headquarters in San Jose eBay North First Street satellite office campus (home to PayPal) eBay Inc. ...
“Megastar†redirects here. ...
Jay Leno (born James Douglas Muir Leno April 28, 1950) is an Emmy-winning American comedian who is best known as the current host of NBC televisions long-running variety and talk program The Tonight Show. ...
BMW, abbreviated for Bayerische Motoren Werke or in English Bavarian Motor Works, is an independent German company and manufacturer of automobiles and motorcycles. ...
Consulting the Oracle by John William Waterhouse, showing eight priestesses in a temple of prophecy An oracle is a person or persons considered to be the source of wise counsel or prophetic opinion; an infallible authority, usually spiritual in nature. ...
This article does not cite its references or sources. ...
Types of cause marketing Cause marketing can take on many forms, including: - Product, service, or transaction specific
- Promotion of a common message
- Product licensing, endorsements, and certifications
- Local partnerships
- Employee service programs
Examples - One example of cause-marketing would be the partnership of Yoplait's "Save Lids to Save Lives" campaign in support of the Susan G. Komen Breast Cancer Foundation. The company packages specific products with a pink lid that consumers turn in, and in turn Yoplait donates 10 cents for each lid.
- In 1979, Wally Amos become the National Spokesperson for the Literacy Volunteers of America. According to the organization, Wally has alerted more people to the illiteracy problem than any other person in history. This strategic cause-marketing tie-in helped to tell the Famous Amos Cookie story while maintaining visibility and is responsible for many new and expanded literacy programs.[citation needed]
This article or section does not cite its references or sources. ...
The Susan G. Komen Breast Cancer Foundation is a foundation created to support breast cancer research. ...
Wallace Wally Amos Jr. ...
The American Heart Association (AHA) is a non-profit organization in the United States that fosters appropriate cardiac care in an effort to reduce disability and deaths caused by cardiovascular disease and stroke. ...
A box of Honey Nut Cheerios breakfast cereal brand. ...
Product Red (styled (PRODUCT)RED) is a for-profit brand which is licensed to partner companies such as American Express, Apple Inc. ...
The Global Fund to Fight AIDS, Tuberculosis & Malaria was established in 2002 to dramatically upscale global financing of interventions against the three pandemics. ...
Apple Inc. ...
Motorola (NYSE: MOT) is an American multinational communications company based in Schaumburg, Illinois, a Chicago suburb. ...
It has been suggested that Giorgio Armani S.p. ...
Gap, Incorporated (NYSE: GPS) is an American clothing and accessories retailer based in San Francisco, California and founded in 1969 by Donald Fisher and Doris Fisher. ...
See also A corporate image refers to how a corporation is perceived. ...
A Foundation is a type of philanthropic organization set up by either individuals or institutions as a legal entity (either as a corporation or trust) with the purpose of distributing grants to support causes in line with the goals of the foundation. ...
This is a list of over 200 articles on marketing topics. ...
Wikibooks has more about this subject: Marketing Look up marketing in Wiktionary, the free dictionary. ...
A non-profit organization (abbreviated NPO, or non-profit or not-for-profit) is an organization whose primary objective is to support an issue or matter of private interest or public concern for non-commercial purposes, without concern for monetary profit. ...
Philanthropy is the act of donating money, goods, time, or effort to support a charitable cause, usually over an extended period of time and in regard to a defined objective. ...
Public relations (PR): Building sustainable relations with all publics in order to create a postive brand image. ...
References - ^ http://media.wiley.com/product_data/excerpt/09/04717175/0471717509.pdf
- ^ http://www.onphilanthropy.com/site/News2?page=NewsArticle&id=6863
- ^ http://www.csrwire.com/PressRelease.php?id=6641
- ^ http://www.thinkbeforeyoupink.org/PDF/ConeCorpCitizen.pdf
- ^ http://www.causemarketingforum.com/page.asp?ID=345
- ^ http://www.causemarketingforum.com/directory_detail.asp?ID=76
- ^ http://www.auctionbytes.com/cab/abu/y205/m11/abu0154/s05
- ^ http://www.ebay.com/bmw
- ^ http://www.joinred.com/default.asp
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