Cause Related Marketing or cause marketing refers to a type of marketing involving the cooperative efforts of a for profit business and a non-profit organization for mutual benefit. The term is sometimes used more broadly and generally to refer to any type of marketing effort for social and other charitable causes, including in-house marketing efforts by non-profit organizations. 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 not necessarily based on a donation.
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, 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 those companies to be “good corporate citizens”.
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, additional marketing opportunities, and making more money.
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.
Here are some interesting facts and figures…
In 2012, Cause-Related Marketing will grow to over $1.73 Billion (source: ieg).
70% of all women cite personal relevance as the top deciding factor that influences brand preference. Women prefer brands that donate with each purchase (source: Leggett).
According to Eyeview, online video ad personalization and relevancy resulted in a 37% lift in reported purchase intent, a 100% lift in brand favorability and a 73% lift in brand loyalty.
In a study by CrowdScience, 41% of internet users worldwide said they are tired of irrelevant advertising.