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Cause marketing – Wikipedia, the free encyclopedia

October 28, 2011

Cause marketing From Wikipedia, the free encyclopedia Jump to: navigation, search Marketing Key concepts Product marketing · PricingDistribution · Service · RetailBrand management Account-based marketing Ethics · Effectiveness · ResearchSegmentation · Strategy · ActivationManagement · DominancePromotional content Advertising · Branding · UnderwritingDirect marketing · Personal sales Product placement · PublicitySales promotion · Sex in advertising Loyalty marketing · SMS   · PrizesPromotional media Printing · Publication · BroadcastingOut-of-home advertising · InternetPoint of sale · MerchandiseDigital marketing · In-game advertising In-store demonstration · Word-of-mouthBrand ambassador · Drip marketing · Visual merchandising v · d · eCause marketing or cause-related marketing refers to a type of marketing involving the cooperative efforts of a “for profit” business and a non-profit organization for mutual benefit. The term is sometimes used more broadly and generally to refer to any type of marketing effort for social and other charitable causes, including in-house marketing efforts by non-profit organizations. Cause marketing differs from corporate giving philanthropy as the latter generally involves a specific donation that is tax deductible, while cause marketing is a marketing relationship not necessarily based on a donation.Contents [hide] 1 History2 Background3 Benefits4 Online cause marketing4.1 Overview4.2 Online charity auctions5 Types6 Examples7 See also8 References9 External links[edit] HistoryOne of the first “cause marketing” campaigns occurred in 1976 through a partnership between the Marriott Corporation and the March of Dimes. Marriott’s objective was to generate highly cost-effective public relations and media coverage for the opening of their 200-acre 0.81 km2 family entertainment center, Marriott’s Great America in Santa Clara, CA. The March of Dimess objective was to greatly increase fundraising while motivating the collection of pledges by the program’s deadline. The promotion was conducted simultaneously in 67 cities throughout the Western United States. It exceeded all goals to become the most successful promotion in the history of Chapters West of the March of Dimes, while providing hundreds of thousands of dollars in free publicity and stimulating the record-breaking opening of the Marriott entertainment complex.The program was conceived and directed by Bruce Burtch, who went on to become a nationally-recognized catalyst for cause marketing

via Cause marketing – Wikipedia, the free encyclopedia.

7 Comments leave one →
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