Cause marketing is a type of marketing where a for-profit business and a non-profit business work together for mutual benefit. This is not a new idea, it has been around since the 1970’s starting with the Marriott Corporation teaming up with the March of Dimes resulting in one of the most successful promotions for both businesses. Since then it seems that every corporation is doing some sort of cause marketing. Sports teams holding games promoting various charities, Cheerios teaming with the American Heart Association, Yoplait Partnering with Susan G. Komen for the Cure and many more. Seeing all these corporations using Cause Marketing must mean that it’s a good way to market your business, right?
Well through some research I found an interesting study on Cause Marketing. Below is a study titled, “2010 Cone Cause Evolution Study“.
This is a comprehensive study performed by Cone Communications a public relations and marketing agency. This study is packed full of information from the benefits of Cause Marketing, how to use Cause Marketing, consumer expectation and much more. If Cause Marketing is something your business is considering doing, I highly recommend taking a look at this study.
After reading this study, what do you think about Cause Marketing? Is it worth doing for your business? Do you have a non-profit or a for-profit business you would like to partner with in Cause Marketing? Please right comments below.