This document discusses cause-related marketing and findings from research on the Norwegian market. It begins with an overview of cause-related marketing and how it can increase sales by contributing to nonprofit objectives. Research in Norway found that charity incentives do not seem to be very effective there and that a mismatch between a brand and cause can sometimes be good. It concludes by questioning whether cause-related marketing can be a useful tool in Norway and how consumers there can be influenced.
This document discusses purchase-triggered donations, where companies pledge to contribute a percentage of product sales to charity. It provides examples of Norwegian companies that partner with charities in this way and summarizes research on these partnerships. Interviews with Norwegian organizations found a lack of strategy around partner selection, donation amounts, and campaign evaluation. While companies believe the campaigns are effective, there is little formal investigation. The document concludes that communicating CSR provides legitimacy but can be difficult to verify given long timelines with no clear outcomes.
This document discusses cause-related marketing and findings from research on the Norwegian market. It begins with an overview of cause-related marketing and how it can increase sales by contributing to nonprofit objectives. Research in Norway found that charity incentives do not seem to be very effective there and that a mismatch between a brand and cause can sometimes be good. It concludes by questioning whether cause-related marketing can be a useful tool in Norway and how consumers there can be influenced.
This document discusses purchase-triggered donations, where companies pledge to contribute a percentage of product sales to charity. It provides examples of Norwegian companies that partner with charities in this way and summarizes research on these partnerships. Interviews with Norwegian organizations found a lack of strategy around partner selection, donation amounts, and campaign evaluation. While companies believe the campaigns are effective, there is little formal investigation. The document concludes that communicating CSR provides legitimacy but can be difficult to verify given long timelines with no clear outcomes.