Cause marketing is utilizing a non-profit organization as a means of putting a for-profit brand or product in front of someone in return for fundraising and awareness. Anytime you partner with a charity for anything it is a win-win situation. The charity gains funding and exposure to a group of people it may not have been able to touch and the company gets to show people that they actually do care by helping out a charity.
Cause marketing is growing in part because some large players are getting involved such as Pepsi with it’s refresh project. Other companies have the charity aspect as a part of their day to day business like Toms Shoes, their fascinating business strategy is worth a read.
The example I love to tell people about is a local company. Coda Clothing & Shoes (@CodaClothing) throughout the year does not promote the store or sales via any mass media type other than the large billboard on the side of their building shown here:
Instead of telling everyone in Regina to come to Coda, they host Charity fashion shows where a large amount of money is donated to a specific charity and Coda gets to show off their new Continue Reading
Recent Comments