Cause Marketing Definition: Cause marketing is marketing done by a for-profit business that seeks to both increase profits and to better society in accordance with corporate social responsibility, such as by creating marketing campaigns that benefit a specific charity or series of charities.
68% of customers said they wouldn’t buy products from a company with poor ethics and 56% of customers actively seek philanthropic businesses to buy from.
Types of Campaigns: Retailers are involved with cause marketing campaigns that benefit charities such as the United Way, Susan G. Komen Foundation, The Salvation Army, Wounded Warriors and more. Food manufacturers create campaigns that will relate to their customers.
Traditional Examples include:
The Red Kettle Campaign: The Salvation Army Southern Territory partnered with DipJar and local retailers to improve the traditional Red Kettle cause marketing campaign.
You’re probably familiar with The Salvation Army’s Red Kettle campaign which often happens during the holidays. Typically, these red kettles or buckets are placed outside department stores and other shops to receive donations.
While this tried-and-true cause marketing strategy has been successful for many years, The Salvation Army realized they were missing out on a large pool of potential donors that don’t carry cash. The branded DipJars were placed beside registers at local coffee shops and other retail partners. With these, The Salvation Army was able to gather donations from all interested donors, cash-carrying or not.
Red Nose Day: This campaign was a collaboration between Red Nose Day and Walgreens.
The six-week campaign starts with Walgreens customers purchasing red noses and wearing them for group pictures and to other Red Nose Day fundraising events to spread awareness. The proceeds from the red nose sales, and additional fundraising events orchestrated by companies and individuals during the campaign, go toward helping lift children out of poverty in the United States.
- Last year the campaign raised $18 million through the sale of over 12 million “red noses” at Walgreens stores.
One of Our Examples We are Creating
Teenacity (www.Teenacity.org): We are creating Teenacity.org to be a platform that benefits teenagers who are looking for guiidance in their paths to success. We have a designated series of benefiting charities all who are helping aged-out kids from the foster care system. Our future programming involves three areas: entrepreneurship, sports programs and youth leagues.