Cause Marketing Takes Center Stage with Recent Campaign

Cause marketing allows corporations, from retailers to manufacturers, to mix advertising their products and services and boosting a worthy cause at the same time.

The Susan G. Komen Foundation campaign for raising money breast cancer research is a great example. You buy a pink item, whether a garden shovel or t-shirt, and a portion of the proceeds supports the charity.

In recent years, more and more companies have recognized the benefits of cause marketing for increasing their bottom line, raising their profile, and boosting their status in the eyes of customers and prospects.

One recent campaign shows just how popular cause marketing has become with all sorts of businesses. It's a twist on the traditional gift-with-purchase deals offered with make-up and perfume in department stores. Clarins, a cosmetic company, has turned the practice on its head with what they call a “gift with purpose” campaign.

When Macy's customers buy two Clarins items, they get free goodies. But the company will also donate $1 to Feed Projects, a global anti-hunger group that is funneling the money to the United Nations World Food Program. To raise awareness, the free cosmetics will come in a bag emblazoned with the slogan “Feed 10.”

Clarins is just one of dozens, if not hundreds, of companies engaged in this strategy right now.

With this increased use of cause marketing has come increased demand for copywriters who specialize in this niche. This recent collaborative campaign with Clarins shows just how important it is to have a cause marketing expert involved in creating the ads. One marketing expert, quoted in a recent New York Times article, was critical of the copy used. She said campaign's ads in a Macy's catalog and on promotional cards distributed in stores don't adequately showcase who benefits from the donations: hungry children. Instead the ads look like the standard ones used for cosmetics.

AWAI recognized the tremendous and growing opportunity in this trend for qualified freelancers. We've been on the forefront of educating potential copywriters in the art of cause marketing with our program: Copywriting for a Cause: How to Profit as a Writer and Make a Difference in the World.

The goal is to create experts who can assist in developing future ad campaigns that raise money for charities, nonprofits, and other groups.

You can find out more about this program here.

Copywriting for a Cause

Copywriting for a Cause: How to Profit as a Writer and Make a Difference in the World

In today’s market, consumers expect businesses to do well while doing good. They want companies to be good citizens. That means businesses need copywriters who understand how to write for a cause. Learn More »


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Published: April 10, 2013

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