{"id":149611,"date":"2025-03-22T11:30:59","date_gmt":"2025-03-22T11:30:59","guid":{"rendered":"https:\/\/peraltafinancing.com\/agriculture\/what-is-cause-marketing-part-1\/"},"modified":"2025-03-22T11:30:59","modified_gmt":"2025-03-22T11:30:59","slug":"what-is-cause-marketing-part-1","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=149611","title":{"rendered":"What is Cause Marketing? Part 1"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div id=\"post-body-1655735536073061672\" itemprop=\"description articleBody\">\n<p>\n<span style=\"background-color: #fefdfa; color: #333333; line-height: 18.2000007629395px;\"><span style=\"font-family: inherit;\">By Dr Kathy Kelley, Professor of Horticultural Marketing and Business Management, and Dana Ollendyke, Extension Associate<\/span><\/span><\/p>\n<p>\n<span style=\"font-family: inherit;\">Have you seen advertisements like the one below (Image 1) where a portion of the profits benefits a charity or cause? \u00a0The official definition of cause marketing from BusinessDictionary.com is &#8220;joint funding and promotional strategy in which a firm&#8217;s sales are linked (and a percentage of the sales revenue is donated) to a charity or other public cause. \u00a0However, unlike philanthropy, money spent in cause-related marketing is considered an expense is expected to show a return.&#8221;<\/span><\/p>\n<p>\n<b><span style=\"font-family: inherit;\">Image 1. With every purchase of this tea, Teavana will donate $1 to the Oprah Winfrey Leadership Academy Foundation.<\/span><\/b><\/p>\n<table align=\"center\" cellpadding=\"0\" cellspacing=\"0\" class=\"tr-caption-container\" style=\"float: left; margin-right: 1em; text-align: left;\">\n<tbody>\n<tr>\n<td style=\"text-align: center;\"><span style=\"font-family: inherit;\"><img loading=\"lazy\" decoding=\"async\" height=\"327\" src=\"http:\/\/starbucksmelody.com\/wp-content\/uploads\/2014\/09\/2-1-IMAG2713-oprah-chai.jpg\" style=\"margin-left: auto; margin-right: auto;\" width=\"400\"\/><\/span><\/td>\n<\/tr>\n<tr>\n<td class=\"tr-caption\" style=\"text-align: center;\">\n<div style=\"background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #555555; line-height: 21px; margin-bottom: 1.5em; outline: 0px; padding: 0px; text-align: start; vertical-align: baseline;\">\n<div style=\"text-align: left;\">\n<span style=\"font-family: inherit; font-size: small;\"><span style=\"background-color: white;\">Although profits should not be the primary reason for building a cause marketing program into your promotional plan, it is suggested that consumers \u201cfeel go<\/span><span style=\"background-color: white;\">od\u201d about spending their money on goods that support a cause. \u00a0In 2013, Cone Communications (<span style=\"color: #333333; line-height: 16.7999992370605px;\">a public relations and marketing agency) released their\u00a0<\/span><a href=\"http:\/\/bit.ly\/1gn4fTh\">Social Impact Study<\/a>. \u00a0Some interesting take-aways from that study include:<\/span><\/span><\/div>\n<\/div>\n<ul style=\"background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #555555; line-height: 21px; margin: 0px 0px 1.5em; outline: 0px; padding: 0px 0px 0px 30px; text-align: start; vertical-align: baseline;\">\n<li style=\"background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border-image-outset: initial; border-image-repeat: initial; border-image-slice: initial; border-image-source: initial; border-image-width: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;\"><span style=\"font-family: inherit; font-size: small;\"><span style=\"background-color: white;\">Over half (54%) of U.S. consumers \u201cbought a pr<\/span><span style=\"background-color: transparent;\">oduct associated with a cause\u201d during a 12-month period ending in fall 2013, which was a 170% increase from 1993.<\/span><\/span><\/li>\n<li style=\"background-attachment: initial; background-clip: initial; background-color: transparent; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border-image-outset: initial; border-image-repeat: initial; border-image-slice: initial; border-image-source: initial; border-image-width: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;\"><span style=\"font-family: inherit; font-size: small;\">A majority of consumers (91%) want \u201ceven more of the products and services they use to support [a] cause, and 88% want \u201cto hear how companies are supporting social and environmental issues\u201d.<\/span><\/li>\n<li style=\"background-attachment: initial; background-clip: initial; background-color: transparent; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border-image-outset: initial; border-image-repeat: initial; border-image-slice: initial; border-image-source: initial; border-image-width: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;\"><span style=\"font-family: inherit; font-size: small;\">If you are looking to better connect with Millennial consumers via social media, they are more likely to \u201cuse social media to engage with companies around [causes]\u201d than the general population, 64% vs. 51%, respectively.<\/span><\/li>\n<\/ul>\n<div style=\"background: rgb(255, 255, 255); border: 0px; color: #555555; line-height: 21px; margin-bottom: 1.5em; outline: 0px; padding: 0px; text-align: start; vertical-align: baseline;\">\n<p>\n<span style=\"font-family: inherit; font-size: small;\">This data is just the beginning of your research into determining if cause marketing is right for your business. \u00a0<\/span><br \/><span style=\"font-family: inherit; font-size: small;\"><br \/><\/span><br \/>\n<span style=\"font-family: inherit; font-size: small;\">Our next post will focus on cause marketing program development. \u00a0<\/span><\/p>\n<\/div>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>By Dr Kathy Kelley, Professor of Horticultural Marketing and Business Management, and Dana Ollendyke, Extension Associate Have you seen advertisements like the one below (Image 1) where a portion of the profits benefits a charity or cause? \u00a0The official definition of cause marketing from BusinessDictionary.com is &#8220;joint funding and promotional strategy in which a firm&#8217;s [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":149612,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12026],"tags":[8402,3341],"dealstore":[],"offerexpiration":[],"class_list":["post-149611","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agriculture","tag-marketing","tag-part"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What is Cause Marketing? 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