CAUSE MARKETING &

CAUSE PROMOTION

How it actually works

Duration of campaign

Strategic- long term

• Proctor & Gamble’s Shiksha campaign

Tactic- short term

• Lifebuoy’s ‘Roti Reminder’ at the Kumbh Mela 2013,

CRM Practices

Transactional

Propaganda

Licensing

CSR and CRM

CAUSE PROMOTION

To increase awareness and concern about a social cause

To support fund raising, participation and volunteer recruitment for a cause

Improves attitude towards a company

Generate consumer traffic , sales and increased loyalty

Motivate employees and trade partners

Result

PRODUCT SUPPORTER METHOD

A company gives a donation for a cause/nonprofit organization which is not from the sale ofa product

General Mills : Pink Together Campaign

Online Campaign – Breast Cancer Awareness

Candy retailer M&M have also released special packs of pink candies and packaging featuring their

feminine Ms. Green character

DONATION WITH PURCHASE

• Donation is triggered for each specially marked package sold during specific time frame

• Donation is a percentage of dollar amount of each product

• Betty Crocker’s partnership with Make-A-Wish Foundation

• Receives fund for a wish through consumer voting and participation

DONATION WITH ONLINE APPLICATION

Donation made through online purchase

DAWN SAVES WILDLIFE

DONATION WITH CONSUMER ACTION

A company makes a donation when a consumertakes a specific action

Mike’s Hard Lemonade “Share Some Pink” Campaign

Dual Incentive MethodCompany provides an incentive to drive consumer donations e.g., a donation match, a product coupon or discount.

• Donate a used jacket and receive 20% off a new one!

Consumer Pledge Drives•Companies encourage consumers to pledge support to a social issue or nonprofit partner. •This is often accompanied by a corporate donation or incentive for each pledge.

• Donate five hours of time to their communities

Buy One, Give One (BOGO) MethodDonation by a company is communicated in terms of a comparable social impact

• Raised funds for 300 million doses of tetanus toxin vaccines

• Protecting 100 million vulnerable mothers and their babies from tetanus.

Consumer-Directed Donation

This promotion allows consumers to determine where and how a company’s donation is allocated, either from a set list or by “nominating” favorite charities.

• “Bullseye Gives” campaign on Facebook, which is essentially a voting application connected to the brand’s existing Facebook page

Volunteerism Rally•The final promotion encourages consumers to donate time in support of a social cause. •They are rewarded for their volunteerism with complimentary goods/services.

• It provides a great incentive to volunteer and it is family focused, helping to promote volunteerism among children.

Cause Marketing Pros and Cons

• Boost Brand Equity , Change Consumer Behavior and improve the bottom line

• Creates a public awareness of it’s values and willingness to support good cause

Advantages For Business

• Partnership with corporations to create social and increase shareholder value

• Connects to broad range of Suppliers, Consumers

For Non-Profit Organizations

• Choosing the right partner – Relationship and Reputation

• May weaken the trustworthiness of Non profits

Disadvantages