Are you shopping for a cause this holiday season?
They don’t call it the giving season for nothing. Around the holidays you see and hear it everywhere “Would you like to donate a dollar to ______ to help sick children today? It only takes a $5 donation to _______! Or, shop here! We’re a good organization! We support ________. ” That _____ has a name: cause marketing.
According to The Nonprofit Times, cause marketing, in a broad sense, is when “a nonprofit and for profit corporation partner together with the purpose of advancing the mission-related work of the nonprofit, and the marketing goals of the corporation.” We regularly see this through traditional cause-related marketing on a day-to-day basis (donation-with-purchase of a product/service), but it seems as though cause marketing during the holidays is especially pertinent.
Do you feel as though companies that don’t partake in cause marketing are more rare than those who do? This holiday season, Coca-cola is doing the opposite of advertising, while still partaking in cause-marketing. Confusing right? Well check this out.
Starting November 18th, Coca-Cola decided to cut all advertisement funds and donate the money that would be used for relief efforts in the Philippines from Typhoon Haiyan. The company still plans to partake in holiday ads soon, but the pathos link that the company is creating by helping out those devastated by the disaster is sure to boost sales. The company has raised $2.5 million for the relief already. Way to go, Coke.
So how about you? Does the pathos-oriented approach presented by cause-marketing make you more vulnerable to purchasing a product, or is it just expected now-a-days?