Cause Related Marketing -
Charitable Partnership Advice
Cause related marketing, or social marketing
as it is often now called, is not new; businesses have been linking
themselves to charities or social issues for a very long time. As
more and more products and services come on to the market and competition
increases, the need to differentiate products and services is becoming
increasingly difficult. Social marketing allows businesses and charities
to join forces, gain competitive advantage and address social issues.
- 83% of consumers have bought a cause –
related product or service. (Source: BITC)
- 67% of consumers think that cause-related
marketing should be a standard part of company activities. (Source:
- In the Government’s second annual
CSR report, 50% of consumers saw it as an important factor affecting
their purchasing decisions.
The facts speak for themselves; consumers are
increasingly demanding greater social awareness from companies selling
their products and services and are taking this into consideration
when making purchasing decisions.
However, finding the right partner is often
difficult and is critical to the success of any cause related marketing
activity. The wrong partnership will often end in disaster - usually
for both parties.
A good partnership must have two key elements:
- a strong alignment between the charity
and the business, services or products; and
- meet key aims and objectives for both parties.
Positive Media has considerable experience
in this area and can help you create a cause related marketing campaign
that delivers results for both parties.