Cause Related Marketing

As more companies adopt a policy of social responsibility, those that fail to do so risk being left behind in today’s increasingly competitive marketplace. At Asthma UK, we recognise that a corporate partnership is driven by more than philanthropic desire, which is why a cause related marketing campaign with Asthma UK offers great commercial benefits to your company as well as raising vital funds and awareness for a condition that which affects 5.2 million people in the UK and causes 1,400 deaths a year.

 
A cause related marketing product is bought every second in the UK

Source: Business in the Community, 2003

  • 86% of consumers agree that when price and quality are equal, they are more likely to buy a product associated with a ‘cause’
  • 1 in 5 households is affected by asthma – that’s 1 in 5 of your customers!
  • 1 in 12 people in the UK are currently receiving treatment for their asthma
  • Asthma affects people of all ages, in fact 40% of people with asthma were diagnosed after their 18th Birthday

Benefits to your company include:

  • Unique selling point over your competitors
  • Increase brand awareness by linking with a cause that affects 1 in 5 of your customers
  • Increased sales of associated products
  • A boost in staff morale
  • Enhance your position as a socially responsible company
  • Improve your reputation amongst existing and new customers

Case Studies

O2
Bagpuss giftboxO2 are currently running a Cause Related Marketing promotion in support of Asthma UK by launching a Bagpuss mobile phone gift set complete with mobile phone cover, Bagpuss charm bracelet and stickers. Packs are available in all O2 shops priced at £12.99 with all profits (£7.39 per pack) donated to Asthma UK.

Morrisons
As part of the 2007 Charity of the Year partnership October saw Morrisons give Asthma UK ‘The Best 80th Birthday Ever’. Fundraising activities included 60 product promotions including Flora, Huggies nappies, Muller yogurt, Tropicana and even Bagpuss Cheese!

Morrisons Flora signNearly £100,000 was raised from these promotions which were seen by Morrions' 10 million weekly customers and included the most products ever to take part in such a promotion in Mo0rrisons supermarkets.

Colin Middlemiss, PR Controller at Morrisons said: 'We are delighted with the results of our partnership with Asthma UK - they both supported and challenged us to ensure that the partnership worked hard and achieved real results.

'Thanks to the innovation and dedication of the corporate partnerships team, we launched many new fundraising initiatives, including the selling of a wide range of charity merchandise, the Kick Asthma Heroes recognition initiative and a record number of cause related products participating in the charity promotion for Asthma UK's 80th birthday. Our partnership leaves us with a legacy of good ideas and strong governance processes, which will undoubtedly help us raise record funds with future charity partnerships.'