Prepared By Manu Melwin Joy

Assistant ProfessorSCMS School of Technology and Management

Kerala, India.Phone – 9744551114

Mail – manu_melwinjoy@yahoo.com

Kindly restrict the use of slides for personal purpose. Please seek permission to reproduce the same in public forms and presentations.

Cause Marketing

• Cause marketing refers to a

type of marketing involving

the cooperative efforts of a

for-profit business and a

non-profit organization for

mutual benefit.

Cause Marketing

• 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• 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.

Cause Marketing

• The first known case of

cause marketing in America

was in March, 1974 when

Carr & Associates

International was formed

by John T. Carr.

Types

• Transactional Campaigns:

– A corporate donation

triggered by a consumer

action (e.g sharing a

message social media,

making a purchase, etc.)

Types

• Non-Transactional Campaigns:

– A corporate donation to a cause

such as in cause sponsorship is

not contingent on an explicit

action of the consumer.

Types

• Point of Sale Campaigns:

– A donation solicited by a company

at the point of sale but made by

the consumer (e.g. consumers are

asked to round up their purchase

or donate a dollar when they

check out online or in-stores)

Types

• Message-Focused

Campaigns:

– Business resources are

used to share a cause-

focused message.