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Cause marketing or causerelated marketing refers to a
type of marketing involving
the cooperative efforts of a
for profit business and
a non-profit organization for
Prefer companies which make a
positive impact on the world
It sticks the idea in the mind of a
consumer which intrigues and
encourages them to participate
Work for a greater cause and their work
makes a difference
Employees who are happy work harder
and smarter because their work has
Image is everything
when it comes to
Positive press coverage
and company reviews
People will talk!
Builds Brand awareness and enhances brand image
Establish Brand Credibility
Evoke Brand Feelings
Create a sense of brand loyalty
Elicit Brand engagement
The wrong doings of one of the entities
(non-profit or corporation) hurts the others’
Adding financial and time investment to the
regular marketing activity tab
Branding Cause Marketing
Self-Branded : Create own cause programmes.
Examples -Ronald McDonald House charities, Friends
for life, NGOs like Thrani, NAACO.
Co-Branded : Link to existing cause programme.
Example - Reliance’s sponsorship with Help age India
Jointly Branded : Link to existing cause programme
with more than one activity. Example - conducting
football match and cricket match by big business
groups for funding poor children, or natural calamity
How to Take Your Cause Marketing Program Online
Group-buying sites: While group buying sites upon and Living Social are
most commonly linked with selling products and services. Most small nonprofits
simply don’t have it. That’s why new group buying sites like GoodTwo give you a
platform to combine cause with commerce and contacts.
Facebook Likes: Using Facebook Likes to raise money and awareness
is a digital version of the action-triggered donation programs. The company agrees
to make a donation for every Like it receives on either its or the nonprofit’s
Twitter hashtags: Hashtags (#) are kind of like bookmarks that allow
people to easily find tweets around a particular issue or topic. You can use
hashtags for cause marketing just like Facebook Likes. The company agrees
to make a donation to the cause for every time the chosen hash tag is used
on Twitter. One of the most successful hashtag fundraisers is #beatcancer, a
partnership between PayPal and SWAGG to raise money for cancer
charities, such as Stand Up to Cancer and Lance Armstrong Foundation.
Since 2009, #beatcancer has raised nearly $100,000.
Most Common Types of Cause Marketing Campaigns
1. Donation With Purchase
This is where you set up a promotion that triggers a donation for items specially
designated and market. This type of promotion usually has a pre-set timeframe and
2. Donation With Coupon Redemption
This approach requires a consumer to complete an action following the purchase of a
product in order to trigger a donation.
Ex: GIVE EDUCATION campaign by P&G
3. Prouduct Supporter
This approach occurs when you publicly state on the label of a product that your
company donates to a specific cause. Similar to corporate philanthropy, but still falls
under the umbrella of cause marketing because your statement is directed at
consumers of your product.
4. Buy One, Give One (BOGO)
This is a great take on the “Buy one, get one free” idea that several businesses
use in promotion. In this case, the “one free” goes to someone in need. It
means your company takes the same action you’re asking a consumer to take.
One World Futbol Project
The idea for the ball was thought up by Tim
Jahnigen, an inventor and music producer,
after he saw footage of Darfur refugees playing
soccer with a homemade "ball." The
development was funded by Sting.
The One World Futbol is an ultra-durable, allterrain soccer ball that will never go flat, even
if it gets punctured. If you buy one ball, the
project will give a ball to a community in need
in a refugee camp, war zone, or povertystricken community.
For every product sold, the same or similar product is donated to individuals and
organizations in need. As the name might suggest, the giving is primarily domestic,
helping to bring comfort to those in poverty in the U.S. The project has also, however,
carried out blanket distributions in Haiti.
Other types of marketing campaigns
Donation With Online Activation
Consumer Pledge Drives
Request for Consumer Action
The United Nations Children's Fund is a United Nations Programme
headquartered in New York City
provides long-term humanitarian and developmental assistance
to children and mothers in developing countries.
members of the United Nations Development Group and its Executive
UNICEF was created by the United Nations General Assembly on
December 11, 1946, to provide emergency food and healthcare to
children in countries that had been devastated by World War II. In 1953,
UNICEF became a permanent part of the United Nations System .
With partners such as IKEA, Gucci, ING, Procter & Gamble, Starwood, and FC
UNICEF has been working in India since 1949. The largest UN
organisation in the country , UNICEF is fully committed to working
with the Government of India to ensure that each child born in this
vast and complex country gets the best start in life, thrives and
develops to his or her full potential.
UNICEF uses its community-level knowledge to develop
innovative interventions to ensure that women and children are
able to access basic services such as clean water, health visitors
and educational facilities, and that these services are of high
What makes UNICEF unique in India is its network of 13 state
offices. These enable the organisation to focus attention on the
poorest and most disadvantaged communities, alongside its work
at the national level.
Realigning our priorities with this eye-opening
advertisement; even if buildings fall, we should
always be there to help rebuild the children.
Celebrities Supporting UNICEF’s
Work in India
Globally, UNICEF works with nearly 200 Goodwill Ambassadors to
increase public awareness of the rights of children and women and
UNICEF's work in protecting those rights.
Celebrities in India (from the world of film / music / theatre /
sports) have a strong national and regional appeal. Over the
years they have played a significant role in helping UNICEF to
create public awareness on children’s issues.
Also their involvement has mobilized action and resources
from civil society, thereby sending a message that children
are an urgent priority.
Aamir khan : Nutrition
Amitabh Bachchan : polio
Priyanka Chopra: Convention on the rights of
the child, Early Marriage and Adolescent girls
Sachin Tendulkar: Handwashing and personal
Awaaz Do : is an initiative taken by UNICEF to mobilize Indian society to speak
up for the more than eight million children currently out of school in the
country. Awaaz do is primarily an online campaign with focus on empowering
citizens to get actively involved and demand right for children. The idea
behind the campaign is to help more than eight million children in the
country, who are currently out of school, and to provide them formal
Launched in 2010, the campaign has received support from citizens through
online social campaign with more than 250 thousand registrations on the
official website and from government and corporate organizations with
several corporate and media houses partnering with UNICEF for the
cause.Priyanka Chopra, UNICEF celebrity ambassador, and Kapil Sibal, Minister
of Human Resource Development, have signed up as an Awaaz Do champions
to garner support for the campaign.
SOME CAMPAIGNS OF UNICEF
END Voilence Campaign
Millions of girls in India face obstacles in their lives, experiencing
various forms of discrimination, exploitation and abuse on account of
their age and their sex. Each year, an increasing number of children in
India face sexual violence.
FIGHT AGAINST CHILD LABOUR
UNICEF Receives Highest Honour at 2012
Cause Marketing Forum Conference
The Cause Marketing Golden Halo Award, the highest honour
for companies and causes that collaborate to produce business
and social dividends, was bestowed on UNICEF at the 2012
Cause Marketing Forum
U.S. Fund for UNICEF President & CEO Caryl Stern accepted the
award on behalf of the global organization
Unilever partners with PSI And
Facebook to launch Waterworks
Waterworks™ is among the first Timeline applications for charitable giving,
connecting Facebook users around the world with real individuals and
communities in need. People will be invited to sign up to Waterworks™ and
connect the application to their Facebook Timeline. They will partner with a PSItrained Waterworker and choose a small daily donation – as little as €0.10.
Their funds will directly support the water-poor communities, where Water
workers will provide education about the benefits of clean drinking water and
distribute life-saving Pure it water purifiers and sachets to families in need.
HOW IT WORKS?
This literal “branding” campaign, sparked by both Lifebuoy and
OglivyAction, took place during the recent Hindu festival known as
the Kumbh Mela.
On each roti, the message, “Did you wash your hands with
Lifebuoy?” was emblazoned – in Hindi, of course. Restaurants
throughout Allahabad served the doughy goodness with the
message, and banners and billboards also broadcast the question
during the festival. Roti, after all, is to be eaten with your hands, so
there was more than just product placement going on here–hand
washing has become a serious part of Unilever’s corporate
Proctor and Gamble
We love the thought and the cause! P&G has been supporting
Shiksha for about 5 years now. Apparently, sales dip in the AprilJune quarter. So, P&G came up with an innovative idea 5 years
ago, of linking product sales with a worthy cause.
All consumers need to do to participate is simply buy any of
P&G’s large packs of Tide, Ariel, Pantene, Olay, H&S, Rejoice,
Vicks VapoRub, Whisper, Gillette Mach 3 Turbo, Gillette Series,
Oral B, Duracell or Pampers in the months of April, May & June
’09 and part of the proceeds will go towards children’s education.
We love the thought and the cause! P&G has been supporting Shiksha for about 5 years now.
Apparently, sales dip in the April-June quarter. So, P&G came up with an innovative idea 5 years
ago, of linking product sales with a worthy cause.
All consumers need to do to participate is simply buy any of P&G’s large packs of Tide, Ariel,
Pantene, Olay, H&S, Rejoice, Vicks VapoRub, Whisper, Gillette Mach 3 Turbo, Gillette Series, Oral B,
Duracell or Pampers in the months of April, May & June ’09 and part of the proceeds will go
towards children’s education.
Hair to Us, Hope to Them
Thank you for giving to Pantene Beautiful Lengths in such a beautiful way. Soon, you’ll
be part of the largest national movement and first campaign to create free, real-hair wigs
for women with cancer. Bravo! Hair provided by generous volunteers like you will be
used to craft beautiful, high-quality wigs by our partner, HairUWear®. Then it will go to a
woman affected by hair loss from cancer.
TATA TEA – JAAGO RE
Owned by India’s Tata Group
Largest Tea brand in India
Founded in 1964 (Kolkata)
Headquarters in Bengaluru, India
2008-2009 : One Billion
2009-2010 : Khilana Band, Pilana Shuru
2012-2013 : Chhoti Shuruat
2013 Onwards :
49% of India’s registered voters are
encouraging women to exercise their
right to vote
emphasising women’s safety and
welfare focussed measures
Nearly everybody fell in love with the Jaago Re campaign of Tata
Tea. The campaign showed simple aspects of our daily life,
highlighted how we have forgotten our basic duties as citizens of
India, and urged the audience to ‘wake up’. These set of ads stood
out in the crowd and mostly focused on the functional aspect of tea.
Waking up, in a literal sense is deeply associated with tea. The
campaign Jaago Re, very smartly leveraged that connect, and took it
to a whole new level of social responsibility.
By picking up issues so close to the average consumer’s average
day, Tata Tea was able to connect with the audience, and by
bringing in an emotional angle to the whole experience of tea, the
campaign was hugely successful.
Before it’s too late
Give our mother earth a chance to breathe
Desertification destroys 6000 species every year!
We are all Earthlings, but we do not enjoy the same rights.
If you buy them, they were
killed because of you…
Dissolvent pollutes millions of liters of water
It’s never too late to make a change
70% of plastic ends
up in the sea, and
they will never go
COCA COLA’S WHITE POLAR BEAR CANS . . .
. . . AND WHY IT WAS A FAILURE
like to trade off
A few more
Sponsorship of Anju Bobby George for
the Olympics 2004
Sponsorship of PT Usha School of
Creation of rehabilitation village for
Tsunami victims in Kerela
Sobha Hermitage – A unique senior
citizens’ home with world class amenities
Workers’ Housing Colony – For facilitating
a better quality of living and dignity
Bell bajao, Ring Ring
Launched by Breakthrough,
an international human
rights organization, the
Bajao’ campaign aimed to
convey a very simple
domestic violence isn’t a
right thing to do. The
campaign, conceived by
Ogilvy and Mather, stood out
from the crowd.
Censorship tells the wrong story
which is done
by adding some
stay with you
Nothing is more
painful than regret.
Cause-related marketing (CRM) is an effective
marketing tool for promoting corporate social
responsibility (CSR) activities and the bulk of
campaigns are designed and delivered through
collaborative ‘social’ alliances with non-profit
Tut Group – G34
Team – Shraddha Shivani
(606), Urvashi Chandrahotri
(600), Neha Rani (491)