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Cause Marketing: Making Money by Giving it Away
Posted By Ronald Patiro On December 10, 2007 @ 4:51 pm In Research,Retail,non-profit | 5 Comments
The concept isn’t new, but it’s one of the hottest buzzwords in online retail for a reason.
“Cause marketing ” is the term being used to describe all manner of cross-promotional efforts between for-profit businesses and non-governmental/non-profit organizations. Typically, it involves a portion of for-profit sales going toward a given cause. Today, more than 1 of every 4 retailers are promoting charities  at some level — and the Web seems to be speeding that growth. In 2006, IEG reported that cause marketing sponsorship in the U.S. totaled $1.34 billion. (In 1990, that figure was only $120 million.) This year, cause marketing is expected to reach $1.44 billion  in the U.S.
It looks like this trend is here to stay, particularly in the U.S., where the government continues to cut social spending and the gap between rich and poor grows each day. Consumers will continue to expect a greater involvement from the private sector to put money toward public causes and will reward the businesses that do so. As long as cause marketing is conducted in a transparent manner, it can benefit to both business and non-profits.
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URL to article: http://www.grokdotcom.com/2007/12/10/cause-marketing/
URLs in this post:
 Cause marketing: http://en.wikipedia.org/wiki/Cause_marketing
 1 of every 4 retailers are promoting charities: http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003678492
 cause marketing is expected to reach $1.44 billion: http://www.causemarketingforum.com/page.asp?ID=188
 64% say they have purchased: http://www.barkleyus.com/article/show/26
 81% would choose one brand over another: http://www.bankrate.com/brm/news/advice/20041130b1.asp
 96% of women say it’s important: http://www.barkleyus.com/article/show/26#
 Target has been effective: http://www.abouttheimage.com/2007/11/visual_case_study_target_stores_do_5_percent_good_campaign.html
 Giving Works: http://givingworks.ebay.com/
 auctions that donate to charity can sell for much higher: http://www.missionfish.org/ForSellers/forsellers.jsp
 Google Checkout: http://googlecheckout.blogspot.com/2007/09/introducing-google-checkout-for-non.html
 Maatiam: http://www.maatiam.com./Welcome.aspx
 Working Assets: http://workingassets.com/
 make sure you’re doing it for the right reasons: http://www.microsoft.com/smallbusiness/resources/marketing/advertising-branding/cause-marketing-tips-boost-business-by-giving-back.aspx#NextPage
 Holly explains: http://marketingtowomenonline.typepad.com/blog/2006/10/cause_marketing.html
 Human Fund: http://en.wikipedia.org/wiki/The_Human_Fund#The_Human_Fund
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