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Nov 18, 2020

How brands are rethinking cause-based marketing

Do you know what cause marketing is?

Charity can yield tangible benefits that extend beyond brand favorability. Indeed, these vanguards are discovering that embracing worthy causes can be woven into the very DNA of a business model, driving everything from targeting to acquisition and analytics.

Many e-commerce shoppers have encountered some form of donation feature in the course of their path to purchase. Sometimes these widgets simply allow customers to round up to the nearest dollar, donating the remaining cents to the charity. But some companies are turning to an approach that automatically donates a percentage of the proceeds to a charity of the customer’s choosing. By putting their own margins in the game, these brands go further in the consumer’s eye — demonstrating an authentic commitment to charity.

Piqued your interest? Make sure to read the whole article!