Cause – related marketing (CRM) is a mutually beneficial collaboration between a corporation and a nonprofit designed to promote the former’s sales and the latter’s cause . American Express first coined the term in 1983 to describe its campaign to raise money for the Statue of Liberty’s restoration.
A consumer buys a product and a donation is made to a cause . On World AIDS day, Starbucks donates 5 cents for every beverage purchased. Licensing. A company pays to use a nonprofit’s brand on its product.
When choosing between two companies with similar products that engaged in cause marketing , 70% of those surveyed cited “personal relevance of cause ” as the reason they chose one company over another. On another note, 76% think it is ok for brands to support good causes and make money at the same time.
” Cause – related marketing is the process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customer engage in revenue-providing exchanges that satisfy organizational and individual objectives.” (Varadarajan
Business Benefits Of Cause – Related Marketing Directly enhances sponsor sales and brand; Cause – related marketing is a respected and accepted business practice; Heightens customer loyalty; Boosts a company’s public image and helps distinguish it from the competition offering materials a corporate PR officers;
The principles of cause marketing refer to aligning a brand with a cause to produce profitable and societal benefits for both parties. These mutual benefits can include the creation of social value, increased connection with the public, and the communication of shared value, as well as profit.
Examples of relationship marketing Thank customers through a social media post or with a surprise gift card. Create customer advocacy or brand advocacy programs to reward customers who provide word-of-mouth advertising on a brand’s behalf. Offer discounts or bonuses to long-time or repeat customers.
Cause marketing : Examples from Uber, Starbucks & JetBlue – Econsultancy. Xeim offers consultancy, capability and advisory services. Oystercatchers help brands meet, select and work with the best creative agencies; as well as helping marketing leaders shape their organisational design to drive growth.
Direct marketing consists of any marketing that relies on direct communication or distribution to individual consumers, rather than through a third party such as mass media. Mail , email, social media, and texting campaigns are among the delivery systems used.
One major disadvantage can occur if public perception of the relationships sours. For example, your reputation can be harmed if your target audience sees your alignment with a non-profit as a marketing ploy. You can also face problems if the non-profit you are supporting does something unethical or controversial.
Cause – related marketing is growing in importance as businesses put their money and resources where their hearts are. The results help philanthropic ventures as well as the bottom-line. Cause – related marketing is the development of a promotional campaign to raise awareness or generate funds for an event or social cause .
Cause – related marketing campaigns succeed when the effort appeals to the emotions of the target market . Therefore, rolling out a cause – related marketing campaign to raise money for animal shelters is likely to appeal to the feelings of the same target market .
According to the study, three factors affect the content and potential success of consumer-driven cause – related marketing campaigns: collectivism, cause -brand fit, and goal proximity.
Whereas strategic philanthropy links corporate resources and knowledge to address broader social, customer, employee, and supplier problems and needs, cause – related marketing ties an organization’s product(s) directly to a social concern.