Cause-related marketing
Research demonstrates that a brand's association with a charity can positively affect consumer perception.
Cause-related marketing describes any fundraising or commercial activity between a charity and a business which aims to market an image, product or service.
Today's increasingly time poor yet socially-conscious consumers are also demanding easier and more efficient ways to support the causes they care about. Over two thirds of consumers are calling for more companies to be involved in cause-related marketing.
Whether you are about to launch a new product, re-launch an existing one, or realign your brand, Shelter has a wealth of experience in implementing award-winning cause-related or affinity marketing campaigns.
Business in the Community's Brand Benefits 2003/04 research found:
- 83% of consumers have participated in at least one cause-related marketing programme, compared with 68% in 2002
- 9 out of 10 (89%) consumers have purchased a product or service associated with a charity or cause, or collected vouchers for a charity or cause, in the last year
Over two thirds of consumers (68%) are calling for more companies to be involved in cause-related marketing.
