Cause Related Marketing is when a company with a product, image or service to market, builds a relationship or partnership with a cause or not for profit Organisation for mutual benefit (Source: Business in the Community, UK). By merging a company's social and marketing goals, the company, the cause and the society we all live in, benefit (Cavill + Co).

Studies by Cavill + Co (www.cavill.com.au) indicate that two of the top three causes for the future for Cause Related Marketing campaigns are Health and Medical care for children and Medical Research. The objectives of the Samuel Morris Foundation address these two of the top three issues.

Cavill + Co also indicate that 77% of Australian consumers would prefer to purchase a product associated with a cause and 54% would switch from their normal brand due to a cause alignment. They also report that 85% believe that companies should promote their cause activity and is considered more genuine if it promotes the difference that is being made (rather than how much is being made) is being publicized and is a long term commitment.

 

Opportunities for Cause Related Marketing with the Samuel Morris Foundation

There are many and varied options for developing a Cause Related Marketing campaign with the Samuel Morris Foundation, and it is an easy way for your company to contribute to the Samuel Morris Foundation and make a difference to the quality of life for disabled children and their families.

A cause related marketing campaign in partnership with the Samuel Morris Foundation may help to improve your company’s public image, through linking your company with a Not for Profit, Charity Organisation that addresses the two of the top three key social concerns of marketing managers and consumers.

 

How does it work?

Your company and the Samuel Morris Foundation will come to an agreement whereby a percentage of your sales, either in total, or for a particular product, will be donated to the Samuel Morris Foundation, so the Foundation wins through the additional funds.

Your company also gets the opportunity to advertise to customers that the purchase of your product/s helps make a difference to disabled children and their families (remembering that 54% of consumers would switch brands due to a cause alignment!).

The consumer wins by knowing that their purchase is helping a worthwhile cause!