Cause based marketing

Index
• Meaning
• Strategy
• Examples
 Some Statistics
• 91% of consumers said they were likely to
switch to a brand that supports a good cause,
given similar price and quality.
• 92% said they would buy a product with a
social or environmental benefit given the
opportunity, and
• 67% said they had done so in the past 12
months.
 What is cause marketing?
• Cause-based marketing is the process of
marketing a specific idea, cause, or goal,
rather than a specific business, product, or
service
• Cause-based marketing campaigns can be
incredibly broad, or very narrow, depending
on the campaign
 Cause marketing strategy
• Choose something you believe in
• Find a related cause
• Don’t just contribute money
• Collaborate with the non-profit organizations
Examples
Maker’s Mark & One Warm Coat “Give
Cozy, #GetCozy” Truck Tour

https://youtu.be/d8-0bj6oUCs
 Buy a Pair, Give a Pair
• Warby Parker partners with various healthcare and
medical-related organizations including VisionSpring
• For every pair of glasses they sell, they’ll donate to
their nonprofit partners to cover the cost of sourcing
a pair of glasses.
• https://youtu.be/a1PTDXOgIF0
 Soar With Reading
• The Soar With Reading campaign is a partnership
between JetBlue and the nonprofit organization
FirstBook
• The Soar With Reading program was designed to inspire
and encourage children’s imaginations.
• JetBlue donates money to FirstBook to help provide
books to children in low-income neighborhoods.
• https://youtu.be/2ci0OA8igko