Ad Feature

Does cause-related marketing (e.g. Woolworths' MySchool card) work?

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?


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