Business Donations vs. Cause-Related Marketing

Business Donations are great tax write-offs and occasionally a great mention for public relations purposes.  Cause-Related Marketing attaches a business entity with a worthy cause.  It can positively distinguish your business from your competitors.

But how does Cause-Related Marketing work?

This involves the combining of a non-profit organization with a for profit business for the purpose of marketing to the same demographic.  This relationship can begin with either the non-profit or  for profit business announcing their new found relationship through hundreds or thousands of  employees or supporters.   

For example, a non-profit organization has established a monthly newsletter that is distributed to 5000 volunteers and 80% of them have children.  This demographic fits well with fitness professionals, recreational facilities, car dealerships (particularly family vehicles like SUV and Mini-vans). The for profit business can advertise in this newsletter creating a win-win situation for both parties. 

The non-profit can promote their services and create a new source of revenue through this newsletter and the profit company can increase sales, improve its visibility, enhance the company image, and create positive media coverage.

This type of marketing increases the opportunity for a business to feel that they are not just giving money to a non-profit but that they may be able to see a positive return in their advertisement investment.  The concept in itself sounds simple enough but developing a relationship with two different entities can be a challenging task. 

If you’re a company who wishes to aid a non-profit organization like the Community Health Mission, feel free to contact Jose Rosa so we can set up a time to meet at CHM and discuss how your company can benefit by helping this organization develop a custom Cause-Related Program or you can participate in one of our already established programs.