Through Cause Related Marketing for Variety you increase your ability to reach possible new clients or customers through Variety’s supporters and members and also improve your public image and relations.

Cause Related Marketing (CRM) describes marketing initiatives based on the cooperative efforts of the business and the charitable cause - in essence this enables you to link your product or brand to, and generate revenue for, Variety and is a powerful marketing tool that businesses and not for profit organisations are increasingly leveraging.

Cause Related Marketing can enhance your reputation and influence consumer purchase. According to a study by Cavill + Co, Australia’s leading corporate-cause partnership builder 77 per cent of Australian consumers would prefer to purchase a product associated with a cause and 54 per cent would switch from their normal brand due to a cause alignment.  A companies contribution to causes has more impact on consumer purchase than advertising, customer loyalty programs or sports/arts sponsorship and 85 per cent believe that companies should promote their cause activity.

A corporate cause partnership can help your organisation to attract and retain good staff and motivate employees. According to a study by Cavill + Co, Australia’s leading corporate-cause partnership builder, 61 per cent of employees would like their company to do more to support causes or charities, with 88 per cent saying they would feel proud to work for a company that offers significant support to causes or charities.  41 per cent said they would be willing to earn less if the job provided the chance to make a difference.

Endless Opportunities
It is really very simple. Your company and Variety will come to an agreement whereby a percentage of your sales (either total or for a particular product) will be donated to Variety, The Children’s Charity.
For example if you are an owner of a chain of pizza restaurants you may agree that Variety will receive $1 from the sale of each of a particular item on the menu. Or perhaps you are a wine merchant and would like to donate $2 for every sale of a promotional bottle of wine.
The opportunities are endless and CRM is an incredibly easy way to give to Variety.
The added advantage for you is that you can clearly advertise to the customer that by buying this product they are making a contribution to the charity – therefore encouraging the purchase.

Benefits All Round
Variety benefits from the donation of course, the company benefits from increased purchasing, increased contacts and also positive affiliation. The consumer also benefits from being able to help a cause through their purchasing power.

It’s a win-win situation!

Click here to contact the Variety Australia office to discuss opportunities for Cause Related Marketing.