Guest Author - Tricia Krietzberg
Since first writing about the growing popularity of cause-related marketing, my eye seems to be catching more and more examples of it. The way it works is that consumers purchase a product, either in-store or on-line, and a portion of the purchase price benefits a charitable cause. Each promotion works a little differently, but they all make sense for both the company, and the charity.
Will you switch brands just to buy the one that donates to charity? Maybe, maybe not. Either way, it’s good to know so you can make that decision the next time you’re at the store, or at the computer, making a purchase. Here are some interesting examples of cause-related marketing promotions that I have found.
This shoe company uses the “buy one, give one concept,” which is the one cause-related program that provides the most benefit for the charity. So, for every pair of shoes you buy, TOMS donates one pair of shoes to needy children around the world. Since launching the program in 2006, it donated more than 60,000 pairs of shoes. Though its 2008 numbers are not yet available, the company hoped to donate 200,000 more shoes by the end of last year.
Tropicana’s Rescue the Rainforest Program
This is a neat new promotion that Tropicana just kicked off and will market until December 31, 2009. Just buy specially marked packages of Tropicana products, and find the Rescue the Rainforest code that has been imprinted on them. Create an on-line account at the Rescue the Rainforest site, and each time you purchase a Tropicana product and enter the code on-line, Tropicana will donate the money to Cool Earth to help them preserve 100 square feet of rainforest. Remember – that’s 100 square feet of preserved land each and every time you make a purchase and log the code. In my family, we go through 1 box of Tropicana orange juice every week. That means that my family alone will be responsible for helping save 5,200 square feet of rainforest! I like that, and so do my children, who have become more and more conscious of the need to protect their environment.
Teens for Jeans
Aeropostale and Do Something! have joined together for the second year in a row in their Teens for Jeans program. Until February 22, drop off any pair (any brand) of gently worn jeans to any Aeropostale store, and they will donate it to a homeless or needy individual. In exchange for your donation, Aeropostale will give you an additional 25% off your next purchase. Though not a traditional buy one, give one concept, this program certainly involves a little give and a little take. Last year, more than 125,000 jeans were donated to charity in the Teens for Jeans program. Remember, you only have until February 22 of 2009!
I guess you know that a particular concept has really gained steam when an entire organization is built around that one concept. So, here’s “Buy1GIVE1,” an organization that offers businesses and consumers the opportunity to connect with each other through transaction-based giving. Uniform companies are donating one uniform to children in Africa for every uniform purchased. Cereal companies feed starving children every time a box of cereal is purchased. Amazon has even gotten in on the Buy1GIVE 1 act, and they are sending part of your purchase to help plant trees through Buy1GIVE1’s environmental programs.
I have said this before, and I just have to repeat myself – I think everyone wins with these cause-related marketing promotions. Corporations are generating brand loyalty and selling more products. In this horrible economy, selling products and increasing the consumer-base is a good thing – we want our nation’s companies to stay afloat. Charitable organizations, also struggling to achieve objectives, benefit with an influx of donations that help keep them running. Win – win.
So, check out some of these products and start making a difference today. It’s an incredibly easy way to be charitable. Check back next week for my third installment in this series on cause-related marketing.
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