Brands against breast cancer is a cause related marketing campaign

Cause marketing involves a partnership between a business and a non-profit group, like Breast Cancer Partnership,  to benefit both parties. The business generates more sales and kudos for assisting the non-profit and the non-profit usually benefits from an increase in donations – either as a result of the business donating directly, or the increased exposure provided by the business for the cause. Both also advance the work of the non-profit by reaching more beneficiaries.

Proven Benefits of Cause Marketing

• Differentiates the company from its competitors
• Lower employee turnover rate
• Assists in developing a closer relationship with current and potential customers
• Enhances the company’s positive image and visibility to its customers
• Showcases current, new and upcoming products and services
• Assists in unloading obsolete inventory
• Allows a company to compete more effectively against bigger firms that have larger advertising budgets
• Promotes loyalty to doing ‘good will’ within the community
• Both long term and short term sales see boosted figures
• Ability to capture ongoing media attention for cause marketing campaign (pre-campaign, during the campaign and post campaign—heightening sales opportunities and brand awareness)
• Halo Effect
• Yearly tax write off benefits

“There is a sense that consumers are waking up to the need for social responsibility. Marketers say they believe cause initiatives help them stand out.  Some also say cause marketing adds another layer of value for customers, who get the product they want and make the charitable donation they want, in a sort of two-for-one deal.” – Jim Stengel of Procter & Gamble