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FAQ - Cause Related Marketing What is “cause related marketing”? Cause related marketing is a broad area. The common aim of all approaches is to generate support (financial or otherwise) for an organisation or cause it supports. It can involve marketing of products or services under the cause’s name, co-branding, sponsorships and a number of other arrangements. Brand Support focuses on the branding and co-branding options. Will links to a cause make a difference? Studies indicate that relationship to a charity in branding is a major motivation to purchase a brand (providing price and quality are equal). What are the benefits to a cause? Organisations generally receive funding from several sources. Often the fundraising costs take a large share of the contributions raised. Or funding is tagged for use only in specified ways. Cause related marketing using the Brand Support model means that organisations generally do not have to invest capital in the arrangement and can utilise the experience of a proven product and marketing development team to manage all specialised aspects. The careful marketing of the product ensures that the overall branding and profile of the cause is enhanced while a revenue stream is generated. How do we start? Brand Support offers a consultancy service where, for an agreed fee, a feasibility study will be carried out to investigate all opportunities to develop a cause related marketing initiative for an organisation. Contact us for more details. |
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