When Did Cause Marketing Take Off?
Cause marketing has, to an extent, moved quickly to replace other standards of corporate donations or philanthropy. This form of combining forces with customers and organizations toward social causes offers a greater awareness of the cause itself, as well as the brand or corporation involved. Linking a company with a cause places it firmly within a community, but by aligning its customers with the donations and contributions it provides, everyone profits.
Why Do Companies Use “Cause Marketing?”Companies have a responsibility to shareholders to maximize profits. In the past, companies often contributed to a worthwhile cause, or to the community, in a quiet unmeasured way. Those days have gone. In more modern times it is not only acceptable to promote contributions made to a worthwhile cause, which promotes a company’s credibility, it is expected. These companies enter into these cross promotions with non-profit organizations, so that both the non-profit benefits as much or more than the for profit enterprise. Instead of spending large amounts of budgeted resources on advertising, the funds are given to the non-profit in return for an opportunity to connect with customers and clients by displaying their support for that cause simply by remaining a loyal customer. The company saves marketing dollars and the non profit gains considerable more than it would through a one time donation. The company does well by doing good.
Cause Marketing and Chocolate – A Sweet CombinationCause marketing is used worldwide by companies and businesses of all sizes. This article will help give a basic understanding of how cause marketing campaigns work. It demonstrates the example shown by Cadbury, a producer of quality chocolate products and the cause marketing campaigns they organize to the benefit of worthwhile charities in many parts of the world. It gives specific examples, highlighted by the fact that they are a confectionery company that originally supported children’s charities which was seen by the market as a natural mix.
Understanding Cause MarketingCause marketing is a specific form of marketing that basically replaces the traditional and more expensive form of advertising. It is where a for-profit business and a non-profit organization form a formal alliance from which both parties benefit both financially, and by increasing their credibility in the eyes of the public. This is why it is often referred to as “Credibility Marketing”. This article explains in simple terms how such an arrangement is beneficial to both parties.
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