Your SlideShare is downloading. ×
  • Like
Cause promotion
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.


Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Cause promotion



Published in Self Improvement , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads


Total Views
On SlideShare
From Embeds
Number of Embeds



Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide


  • 1. Cause Promotion
    M. RizwanMemon
    M. SameerMirjat
    Includes the contents of the book
    “Corporate Social Responsibility”
    by Philip Kotler and Nancy Lee
  • 3. What is Cause Promotion?
    Defined as:
    In a cause promotion a corporation provides funds, In-kind contributions or other corporate resources to increase awareness and concern about a social cause or to support fundraising, participation or volunteer recruitment for a cause.
  • 4. Cont.
    Persuasive Communication is mostly used:
    To persuade potential donors
    Volunteers to contribute/Participate in the cause
  • 5. Cont.
    • Approaches:
    Most commonly “Corporations are approached” to contribute to a cause promotion being developed by a non-profit organization.
    In some cases, the corporation decides to support a social cause and then reaches out to partners supporting the cause.
    But in a few cases, the corporation may go it alone, developing and managing the campaign internally.
  • 6. How is it different?
    Cause related Marketing:
    Contributions and support are not tied to company sales of specified products.
    Social Marketing:
    Focus is not on influencing individual behavior change.
    Employee Volunteering:
    Involves more than just participation of employees/volunteers.
  • 7. What are the Keys to Success?
  • 8.
  • 9. Video
    Gift the Gift of sight
  • 10. When Should a Corporate Cause promotion initiative be considered?
    When a company has easy access to the target markets.
    British Airways’ Change for Good
    PETsMART’s Animal Adoption
    PARADE magazine for generating interest in bake sales
  • 11.
  • 12. When the cause can be connected and sustained by a company’s products.
    The Body Shop’s product labeling
    Ben & Jerry’s new flavor and packaging.
    When employee involvement will support the cause.
    Wal-Mart in support of Children’s Miracle Network
    LensCraftersin delivering eyeglasses to needy
  • 13. When a company wants to limit its involvement and commitment to raising awareness and concern VERSUS the often more difficult effort of changing behavior.
    When there’s a co-branding opportunity.
    Aleve with the Arthritis Foundation
  • 14. Developing a Cause Promotion campaign plan
    Target Audience
    Communication objectives
    What benefits to promise
    Positioning and requirements
    Campaign goals
    Includes an online article named “10 types of Cause Promotion”
  • 16. 1. The “Proud Supporter” Method
    When a company gives a flat donation to a cause/nonprofit organization, and the donation is not tied to sales of a product or action by the consumer. Cone refers to this as the “proud supporter” method because this language often accompanies this type of cause promotion on the package.
  • 17.
  • 18. Pro: Longer shelf life because it’s not directly tied to individual sales
    Con: Passive consumer engagement – no compelling call-to-action to drive engagement
  • 19. 2. Donation with Purchase
    When a donation is triggered for each specially marked package sold during a pre-determined timeframe. The donation may vary and may be described in terms of a percentage or dollar amount of each product.  A funding cap is generally associated with this type of promotion.
  • 20.
  • 21. Pro: Opportunity to track sales and sales lift
    Con: Requires careful disclosure to ensure consumers are not misled and promotion details are transparent (e.g., caps, timeframes, etc.)
  • 22. 3. Donation with Label or Coupon Redemption
    When a company makes a donation for every code/label provided through purchase and redeemed in-store or via mail. It is not the sale itself which triggers the donation, but the supplemental action.
  • 23.
  • 24. Pro: Ability to track consumer reaction to promotion and resulting sales lift
    Con: Some consumers are dissuaded by need to take an “extra step”
  • 25. 4. Donation with Online Activation
    Similar to the in-store redemption method, this is when a company makes a donation for every code/label provided through purchase and redeemed or activated online.
  • 26.
  • 27. Pro: Convenient for consumers and offers second point of engagement
    Con: Easy for consumers to forget to redeem code/label because it is not an immediate action
  • 28. 5. Donation with Consumer Action
    A method that doesn’t require a purchase; the fifth type of promotion is when a company makes a donation when the consumer takes a specific action (e.g., sends a viral gift, hosts an event, designs packaging).
  • 29.
  • 30. Pro: Compelling consumer call-to-action
    Con: Less direct tie to sales
  • 31. 6. Dual Incentive Method
    A dual incentive promotion is when a company provides an incentive to drive consumer donations (e.g., a donation match, a product coupon or discount).
  • 32.
  • 33. Video
    Big Warm up
  • 34. Pro: Loyalty opportunity – consumers feel a partnership with the company and rewarded for their efforts
    Con: Company can be perceived as asking consumers for money since a donation is required to activate the incentive
  • 35. 7. Consumer Pledge Drives
    Some companies encourage consumers to pledge support to a social issue or nonprofit partner. This is often accompanied by a corporate donation or incentive for each pledge.
  • 36.
  • 37. Video
    Pledge 5
  • 38. Pro: Gives consumer a voice
    Con: Requires localization to ensure highest level of consumer relevance
  • 39. 8. Buy One, Give One (BOGO) Method
    A promotion that is gaining in popularity, BOGO is when a donation by a company is communicated in terms of a comparable social impact (e.g., one pack = one vaccine; one dollar = one tree planted, one pair of shoes bought = one pair of shoes donated).
  • 40.
  • 41. Video
    Pampers Ramadan
  • 42. Pro: Consumers are very responsive to tangible, immediate results
    Con: Difficult to translate outputs (# of vaccines) to outcomes (# of lives affected) and the actual cost of the individual item donated may be small (few cents)
  • 43. 9. Consumer-Directed Donation
    This promotion allows consumers to determine where and how a company’s donation is allocated, either from a set list or by “nominating” favorite charities.
  • 44.
  • 45. Video
    Target and Red Cross
  • 46. Pro: Consumer is empowered – higher level of engagement and perceived value
    Con: Can be resource-intensive to manage and vet multiple nonprofit beneficiaries
  • 47. 10. Volunteerism Rally
    The final promotion encourages consumers to donate time in support of a social cause. They are rewarded for their volunteerism with complimentary goods/services.
  • 48.
  • 49. Videos
  • 50. Pro: Opportunity for localization and personalization
    Con: High level of consumer commitment required