Definition of Cause Marketing
Cause Marketing is defined as a category of marketing that involves cooperative efforts of a business to earn profit as well as such efforts from a non-profit organization too for mutual benefit. Cause Marketing can also be referred to a marketing effort that is meant for social or even charitable causes. It can be viewed as an in-house marketing effort by mainly non-profit organizations. It is different from corporate philanthropy since this marketing relation does not mandatorily involve donations.
Textbooks on Cause Marketing
Cause Marketing seems to be marketing with a difference. Marketers need to refer to relevant textbooks based on the topic of Cause Marketing, and some of their details are stated as follows:
- Cause Marketing: Build Your Image and Bottom Line Through Socially Responsible Partnerships, Programs, and Events by Joe Marconi (Published by Dearborn Trade Pub – Year 2002).
- Cause Marketing for Nonprofits: Partner for Purpose, Passion, and Profits (AFP Fund Development Series) by Jocelyne Daw (Published by John Wiley & Sons – Year 2006).
Examples of Cause Marketing
Example 1: An interesting example of Cause Marketing can be the campaign that was carried out by Singapore Airlines way back in 2007. Their campaign attracted over thirty-five million unique visiting people across twenty-three nations. This cause marketing campaign was carried out to bring awareness to Doctors without any borders. During their launch of A380, an online auction for all seats was started in support of this charity.
Example 2: Another interesting example of Cause Marketing can be Communities for a Cause. This organization has created an app as well as a website where local consumers, as well as merchants from small business markets, can help in supporting local charities. The sole mission of this firm is to connect the causes a person cares about to the places of shopping visited by a person.
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