Blog

Wikipedia defines it as a “type of marketing involving the cooperative efforts of a “for profit” business and a non-profit organization for mutual benefit.”

An example of cause-marketing that you’re probably aware of is the partnership of Yoplait’s “Save Lids to Save Lives” campaign in support of the Susan G. Komen for the Cure. The company packages specific products with a pink lid that consumers turn in, and in turn Yoplait donates 10 cents for each lid.

Today’s consumers demand more than just a quality product or an amusing commercial – they want to buy brands that resonate with their values.  So it’s important for companies to differentiate themselves from other companies which generate loyalty with the communities they do business in.

All of this translates into increased purchases and brand loyalty as well as added revenue, increased media exposure, positive public relations, improved customer relations, and additional marketing opportunities.

A great example of cause marketing was created by Jay Grossman, DDS (no relationship), a successful practicing dentist in West Los Angeles.  Dr. Grossman launched a not for profit organization called Homeless Not Toothless (HNT). Jay was tired of just giving money to the homeless and indigent.  So he offered to fix their teeth for free.

Jay expanded his organization to help build dental clinics for LA’s foster children. The first clinic is weeks from opening down in El Monte.

Because of his commitment to helping others combined with an effective PR campaign, Dr. Grossman has boosted his own practice dramatically. He recently held a fund raiser to help raise money for the clinic in El Monte. The evening was a star studded night attended by Sharon Stone and Larry King,  just to name a few.

I believe because of Jay’s philanthropic endeavors, he has enjoyed  both contributing back to society and growing his practice even in this down economy.

Learn more about Homeless Not Toothless

You can also view a 5 minute video about Jay and Homeless Not Toothless (produced by me )

Please share your thoughts on cause marketing. If you have a great case study you are willing to share on this blog, please send it to me for review.

We can all make a difference and at the same time, enjoy the fruits of our labor.