Cause-related marketing is a marketing type that involves cooperation between a for-profit business and a non-profit organisation.
It includes marketing efforts for social causes, including in-house marketing efforts by non-profit organisations.
We interviewed Branding and Advertising expert Andy Rice (scroll down for the audio) about whether or not cause-related marketing works.
'Buy my product (instead of my competitors') and I will reward a noble cause.' This is cause-related marketing.— Andy Rice (branding and advertising expert )
Cause-related marketing is a hardnosed commercial decision. It’s NOT corporate social responsibility. These two are, however, starting to converge.— Andy Rice (branding and advertising expert )
Cause-related marketing works! Case studies prove this.— Andy Rice (branding and advertising expert )
This article first appeared on 702 : Does cause-related marketing (e.g. Woolworths' MySchool card) work?