Group 4

An example of a great social marketing campaign is the “Pledge Your Birthday for Clean Water” campaign done by charity:water. This campaign seeks to change not necessarily a negative attitude, but an apathetic attitude when it comes to generating clean water for impoverished areas. The campaign highlights the drastic need for clean water for around 663 million people in developing countries around the world, and most importantly, empowers any individual to make a contribution by pledging their birthday for the cause. The individual simply pledges their birthday, and have their friends donate to their fundraising page rather than give them a gift or money. This campaign constitutes social marketing as it aims to turn an apathetic attitude into a positive attitude – one that is enthusiastic about donating to a charity. There is also impact on real social change at stake and increases sales exponentially. Aside from the overwhelming statistics on the success of the ca...

Blog Post #3: Cause-related Marketing Maggie A., Gillian D.,   Lisa S., and Shelby W. June 29, 2018 What is Cause-related Marketing? Cause-related marketing can be defined as the “design of corporate initiatives that enable charities to profit from a revenue-providing exchange that fits both the consumer and company objectives” (Guerreiro and Rita, 2015, p. 1729). Usually, with a CRM initiative, a specific donation amount is tied directly to the sales of a product as the initiative is designed to promote the former’s sales and the latter’s cause. Essentially, with cause-related marketing, products are marketed normally through advertising and point of purchase, but the donation aspect of the promotion is added to the advertising and packaging of the product. The benefits of cause-related marketing? Cause-related marketing campaigns help increase the brand awareness in new markets, customer goodwill and help companies gain new customers who are motivated by their de...