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Cause marketing or cause-related marketing refers to a type of marketing involving the cooperative efforts of a for-profit business and a non-profit organization for mutual benefit. The term is sometimes used more broadly and generally to refer to any type of marketing effort for social and other charitable causes, including in-house marketing efforts by non-profit organizations. Cause marketing differs from corporate giving (philanthropy), as the latter generally involves a specific donation that is tax-deductible, while cause marketing is a marketing relationship not necessarily based on a donation. ==History== The first known case of cause marketing in America was in March, 1974 when Carr & Associates International was formed by John T. Carr as a way of "giving back" by engaging Charitable Causes and Businesses to support each other. The organization was promoted by John T. Carr's focus on enlisting businesses to give back referral fees on what they might normally spend for marketing; and having those funds redirected toward the Charitable Cause of the buyer's choice. In 1976, the first major cause marketing campaign was executed through a partnership between the Marriott Corporation and the March of Dimes. Marriott's objective was to generate highly cost-effective public relations and media coverage for the opening of their family entertainment center, Marriott's Great America in Santa Clara, CA. The March of Dimes's objective was to greatly increase fundraising while motivating the collection of pledges by the program’s deadline. The promotion was conducted simultaneously in 67 cities throughout the Western United States. This cause marketing campaign and partnership raised an unprecedented $2.4 million to become the most successful promotion in the history of Chapters West of the March of Dimes, while providing hundreds of thousands of dollars in free publicity and stimulating a 2.2 million person attendance, a regional theme park record, for the opening year of the Marriott entertainment complex. The program was conceived and directed by Bruce Burtch. Burtch has been hailed the "Father of Cause Marketing" by the Cause Marketing Forum, the industry's primary association. Burtch is credited with coining the phrase, "Do well by doing good", a term now ubiquitous in the cause marketing field, which was his answer to the CEO of a major corporate foundation when asked what his goal in life was in 1977. Over the past three decades Burtch's work expanded far beyond cause marketing as he developed an international reputation for developing and training cross-sector partnerships - partnerships between two or more partners from the nonprofit, for-profit, education or government sectors. His research has discovered nearly 70 distinct benefits that partners can receive in a cross-sector partnership. Another of the first examples of a cause-related marketing campaign was initiated in 1979 by Rosica, Mulhern & Associates for Famous Amos cookies.〔The Record article, "He spread word on literacy aid"〕 In this campaign, Wally Amos became the National Spokesperson for the Literacy Volunteers of America.〔(Wally Amos - AEI Speakers Bureau )〕 According to the organization, Wally has alerted more people to the illiteracy problem than any other person in history. This strategic cause marketing tie-in helped to tell the Famous Amos Cookie story while maintaining visibility, and is responsible for many new and expanded literacy programs. This case study is now used in university classrooms nationwide as an example of successful "cause-related marketing". In 1982 Nancy Brinker, founder of Susan G. Komen for the Cure was an early pioneer of cause marketing, allowing millions to participate in the fight against breast cancer through businesses that share Komen's commitment to end the disease.〔()〕〔(Susan G. Komen® | News ). Ww5.komen.org. Retrieved on 2013-07-29.〕 The recent interest in cause-related marketing is generally argued to stem from American Express, who apparently coined the phrase in 1983. Following various pilot schemes in 1981, American Express developed a campaign which donated funds to a number of different non-profit organizations as part of the San Francisco Arts Festival. Essentially every time someone used an American Express Card in the area, a 2-cent donation was triggered and each time new members applied for a card a larger contribution was made. The marketing goals that American Express had for this programme were apparently exceeded. Card usage was reported as having increased significantly and relationships between American Express and their merchants also improved as a result of the promotion. From the charity's point of view, despite being a short-term campaign, $108,000 was raised, making a significant contribution to their work. The terms "cause-related marketing" and "cause marketing" continued to grow in usage since that time. In more recent years the term has come to describe a wider variety of marketing initiatives based on the cooperative efforts of business and charitable causes.〔(Cause Related Marketing - Sue Adkins - Google Books ). Books.google.com. Retrieved on 2013-07-29.〕 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Cause marketing or cause-related marketing refers to a type of marketing involving the cooperative efforts of a for-profit business and a non-profit organization for mutual benefit. The term is sometimes used more broadly and generally to refer to any type of marketing effort for social and other charitable causes, including in-house marketing efforts by non-profit organizations. Cause marketing differs from corporate giving (philanthropy), as the latter generally involves a specific donation that is tax-deductible, while cause marketing is a marketing relationship not necessarily based on a donation.==History==The first known case of cause marketing in America was in March, 1974 when Carr & Associates International was formed by John T. Carr as a way of "giving back" by engaging Charitable Causes and Businesses to support each other. The organization was promoted by John T. Carr's focus on enlisting businesses to give back referral fees on what they might normally spend for marketing; and having those funds redirected toward the Charitable Cause of the buyer's choice.In 1976, the first major cause marketing campaign was executed through a partnership between the Marriott Corporation and the March of Dimes. Marriott's objective was to generate highly cost-effective public relations and media coverage for the opening of their family entertainment center, Marriott's Great America in Santa Clara, CA. The March of Dimes's objective was to greatly increase fundraising while motivating the collection of pledges by the program’s deadline. The promotion was conducted simultaneously in 67 cities throughout the Western United States. This cause marketing campaign and partnership raised an unprecedented $2.4 million to become the most successful promotion in the history of Chapters West of the March of Dimes, while providing hundreds of thousands of dollars in free publicity and stimulating a 2.2 million person attendance, a regional theme park record, for the opening year of the Marriott entertainment complex.The program was conceived and directed by Bruce Burtch. Burtch has been hailed the "Father of Cause Marketing" by the Cause Marketing Forum, the industry's primary association. Burtch is credited with coining the phrase, "Do well by doing good", a term now ubiquitous in the cause marketing field, which was his answer to the CEO of a major corporate foundation when asked what his goal in life was in 1977. Over the past three decades Burtch's work expanded far beyond cause marketing as he developed an international reputation for developing and training cross-sector partnerships - partnerships between two or more partners from the nonprofit, for-profit, education or government sectors. His research has discovered nearly 70 distinct benefits that partners can receive in a cross-sector partnership.Another of the first examples of a cause-related marketing campaign was initiated in 1979 by Rosica, Mulhern & Associates for Famous Amos cookies.The Record article, "He spread word on literacy aid" In this campaign, Wally Amos became the National Spokesperson for the Literacy Volunteers of America.(Wally Amos - AEI Speakers Bureau ) According to the organization, Wally has alerted more people to the illiteracy problem than any other person in history. This strategic cause marketing tie-in helped to tell the Famous Amos Cookie story while maintaining visibility, and is responsible for many new and expanded literacy programs. This case study is now used in university classrooms nationwide as an example of successful "cause-related marketing". In 1982 Nancy Brinker, founder of Susan G. Komen for the Cure was an early pioneer of cause marketing, allowing millions to participate in the fight against breast cancer through businesses that share Komen's commitment to end the disease.()(Susan G. Komen® | News ). Ww5.komen.org. Retrieved on 2013-07-29.The recent interest in cause-related marketing is generally argued to stem from American Express, who apparently coined the phrase in 1983. Following various pilot schemes in 1981, American Express developed a campaign which donated funds to a number of different non-profit organizations as part of the San Francisco Arts Festival. Essentially every time someone used an American Express Card in the area, a 2-cent donation was triggered and each time new members applied for a card a larger contribution was made. The marketing goals that American Express had for this programme were apparently exceeded. Card usage was reported as having increased significantly and relationships between American Express and their merchants also improved as a result of the promotion. From the charity's point of view, despite being a short-term campaign, $108,000 was raised, making a significant contribution to their work. The terms "cause-related marketing" and "cause marketing" continued to grow in usage since that time. In more recent years the term has come to describe a wider variety of marketing initiatives based on the cooperative efforts of business and charitable causes.(Cause Related Marketing - Sue Adkins - Google Books ). Books.google.com. Retrieved on 2013-07-29.」の詳細全文を読む スポンサード リンク
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