Cause Related Marketing

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Cause Related Marketing: Definitions and Origins
One of the most effective techniques is Cause Related Marketing ( CRM ) which is born from the partnership between a profit-oriented company and a non-profit organization and has the aim of promoting an image, product or service. Both parties benefit from this operation, both economically and in terms of image and reputation.

The first Cause Related Marketing campaign dates back to 1983 when American Express funded the restoration of the Statue of Liberty. The project provided for the donation of a penny for every credit card transaction and a dollar for every new credit card issued.

The initiative generated $1.7 million for the Ellis azerbaijan phone number data Foundation to restore the Statue of Liberty. Both American Express and the Ellis Foundation saw a significant increase in brand awareness .

In Italy, however, the first CRM campaign was that of Procter & Gamble , which chose Dash as a product to link to social initiatives because it was and is a very widespread brand that enjoys a high level of trust among all Italian families. This is how “ Dash Missione Bontà ” was born, which gave rise to various social initiatives both in Italy and in developing countries. For example, in Africa, various projects were launched that had the aim of raising funds for the construction of a village, the supply of water and health care, and the training of teachers for elementary schools.