Cause Related Marketing

“Cause related marketing makes commercial sense.  It can deliver greater benefits per pound spent than almost anything else a company can do”

Tim Mason, Marketing Director, Tesco plc

Create a unique selling point by associating your product and company with Samaritans and distinguish your organisation from your industry competitors.

Samaritans is one of the UK’s leading charities - 96% of people recognise that we are the nation’s emotional support charity. Our brand has positive associations for your customers, builds brand loyalty and can boost your sales.

CRM activities can include on-pack promotions, in-store merchandising and trade promotions. Participation in cause-related marketing could lead to increased sales, press and PR coverage, and increased long-term customer loyalty.

• consumers in the UK are buying a cause-related product every second*
• eight out of 10 people have been involved in a cause-related marketing activity in the past year*
• 48% of consumers said that cause-related marketing motivated them to switch brand, increase usage or try a new product*
• seven out of 10 consumers reported a positive impact on behaviour or perception after exposure to a cause-related marketing programme. (Source: Business in the Community Brand Benefit Report September 2003)

Benefits of CRM partnerships include:

• public association with well recognised and respected charity
• increased sales, press and PR coverage
• increased long-term customer loyalty and credible incentives to choose certain products
• increased awareness of the launch of a new product
• Create a unique selling point by associating your product and company with Samaritans and distinguish your organisation from your industry competitors.

Firefly

Samaritans and Firefly tonics developed a successful sales promotion as part of Samaritans’ first national Stress Down Day campaign to help raise brand awareness as well as essential funds.

“Samaritans is an important cause and Stress Down Day turned out to be the perfect fit for Firefly.  The campaign had such a positive message in terms of encouraging people to recognise and deal with stress, and so to help people to get the most out of life. The promotion was very well received and not only helped to drive brand awareness and sales for Firefly but also strengthened our business relationships.”

Harry Briggs, Firefly co-Founder

For more information please contact Corporateteam@samaritans.org or telephone +44 (0)20 8394 8288.