Cause Related Marketing

Cause Related Marketing, a Positive Cycle

Cause-related Marketing involves the cooperative efforts of a “for profit” business and a non-profit organization for mutual benefit. Your cause-related marketing activities should highlight your company’s reputation within your target audience. A few general reasons to incorporate fundraising into your marketing plan are:

  • Better Organizational Image & Visibility
  • Increase Sales
  • Increase Employee Loyalty
  • Improve Customer Relations
  • Positive Media Coverage

Choose a cause, in which you feel deep passion. Whether it is Alzheimer’s Disease, Parkinson’s or other charity, cause-related marketing is emotionally fulfilling. Community events that include fundraising are a powerful way to increase business while supporting the community. If your passion resonates within your target audience, your efforts will generate tremendous goodwill and additional media focus. A few local examples of cause-related marketing include: Every Marriage Matters, Courtyard Carnival, Elders in Action Book Swap, and the AMR Golf Tournament.

The Every Marriage Matters event is sponsored by Miramont Pointe, AMR, Dignity Memorial, and local Clackamas County church organizations. Every year, couples that have been married 25+ years, are invited to attend the “Every Marriage Matters Celebration”. Guests are invited to share stories with one another, listen to a motivational speaker & program, enjoy chocolate and cider, and fabulous door prizes.

The Courtyard Carnival is a yearly event that encourages residents, their families, staff, professionals, and the neighborhood to gather for an old fashioned carnival experience; while increasing awareness and fund raising. The games, exhibits and Big Band Music, make the event not only a fund raiser, but also encourage folks to visit and learn more about the Courtyard Campus. The Courtyard Carnival and other campus fundraisers raised over $10,000 for the Alzheimer’s Association this year.

Cause-related marketing is mutually beneficial to the supporting organization and the receiving cause. Are you looking for a cause, but not sure who to support? Take the first step: attend existing events and ask how you can help; volunteer with an organization- or a few; become a committee member or board member with a local non-profit. When seeking potential partners, search for other organizations that share your passion, and talk with the non-profit about existing business partners with whom they already coordinate. Building trust is crucial to becoming more involved; and eventually building awareness of your personal skills, but also the company you represent.

No matter which organization you decide to support with time or financial resources, it should be a cause you believe in, people will see that you care, and that will increase your overall success. Don’t lose the marketing focus of your community partnership efforts. Even though the work is philanthropy, your cause should generate interest and motivate others to choose your organization; and in turn- allow you to continue more support for the cause. It becomes a very positive cycle.

Article Provided by:
Krista Davis, Courtyard Plaza and Senior Living
(503) 772-9795

Sources:, Elaine Fogel-The ABC’s of Corporate Philanthropy, and Steven Van Yoder

Copyright © 2008 All rights reserved.

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