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Cause Marketing

Cause Marketing

Amity Business School

Licensing agreement between commercial

product marketer and leading nonprofit
organization
Passion branding
Social issues marketing

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Nonprofit assigns right to use name and

logo in promotion of commercial products
Sponsor pays substantial sums of money
for use of nonprofits name and logo in
advertising

The rise of cause marketing

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relatively recent phenomenon

earliest use (1983) involved promotion by
American Express
for each purchase made with card one penny
contributed to renovation of Statue of Liberty

raised $1.7 million

generated 28% increase in card usage

What are the benefits to

nonprofits?

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Further the organizations mission

Leverage the marketing budgets of
corporations by obtaining access to mass
media resources it could not otherwise
afford
Increase public awareness
Gain an increasingly significant source of
revenue

What are the benefits to the

commercial sponsors?

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Generate increased sales

Enhance image as good corporate citizen
Develop long term customer relations
Build brand loyalty
Differentiate themselves and their
products from other sellers and products in
competitive marketplace